I partner with global brands, agencies and leadership teams on brand strategy at the intersection of growth, reputation and values.Leaders engage me when growth ambition presents reputational and strategic opportunity — and risk. I bring clarity, global perspective and commercial judgment to key brand decisions across markets.
Responsible & Sustainable Marketing and Brand Strategy Consultancy
Trusted By Global Leaders
"I have worked with Dale in multiple capacities, and what strikes me most is his rare combination of genuine passion for purpose-driven marketing and the strategic discipline to execute it effectively. He consistently integrates sustainability and inclusion into brand strategy with both authenticity and rigor, and understands how to navigate these complex issues in ways that drive business performance, not just communications. Any organization looking for expertise in this space would benefit from his counsel."Jane Wakely
Chief Consumer and Marketing Officer and Chief Growth Officer, International Foods - PepsiCo
"Dale is a passionate and enthusiastic marketeer who had a great impact on many brands as well as the whole marketing community at Mars. It has been a pleasure to cross his path. Organizations looking for purpose-driven brand expertise would benefit from working with him."Loic Moutault
President - Mars Petcare
"Dale accelerates brand performance through a unique combination of strategic rigor, deep marketing expertise and genuine thought leadership on sustainability, brand purpose-driven growth and their impact in the world. He's a good person who brings integrity to everything he does. I've worked with Dale personally, and I'd recommend him to anyone who wants to drive business success and make a difference."John Osborn
Global Lead Advisor - AdNetZero and former CEO at OMD USA and BBDO New York
How I Work
Brands are being asked to grow in a world that is more transparent, more fragmented and more demanding than ever before. Expectations are higher, and missteps travel faster and cost more to put right. At the same time, values-led connection matters more than ever. Shared values are no longer a “nice to have”; they shape trust, relevance, and long-term brand resilience across multiple stakeholders.Retreating into caution can be a strategy — but only if leaders are clear about what they are protecting and what they may be giving up. Playing safe can reduce exposure, but it can also erode distinctiveness, relevance and momentum. The brands that endure are not those that avoid risk altogether, but those that are risk-aware: able to assess consequences honestly, balance opportunity with responsibility and act with judgement rather than fear.This is where purpose, reputation, opportunity and risk converge — not as slogans, but as practical considerations that shape how a brand behaves and earns credibility. The challenge is not choosing between ambition and responsibility. It is understanding the trade-offs — and making decisions that are commercially sound, defensible and aligned with trust that endures.I work with agencies and leadership teams to strengthen decision quality in precisely these moments.
Strategic Advisory
Ongoing senior counsel on growth, sustainability and reputational trade-offs — helping leaders assess consequences honestly, balance opportunity with responsibility and act with judgment rather than fear.
Agency Partnership
Bringing the voice of the client into agency strategy and new business environments — whether behind the scenes, pressure-testing commercial narratives, or participating directly where senior client perspective adds weight and credibility.
Fractional Leadership
Embedding within brand or agency teams on a fractional basis — integrating sustainability, inclusion, responsible marketing and disciplined commercial thinking into core marketing strategy.
Focused Strategic Projects
Defined assignments — from brand positioning and portfolio strategy to evaluating both the opportunity and operational impact of sustainability or inclusion within marketing.
Dale Green
Founder, Green By Name
Experience Beyond Theory
Decades of global brand leadership, grounded in judgement and lived experience.
With nearly three decades in major brand leadership roles at some of the world’s most recognisable businesses — including Kraft, Müller and Mars — I lived and worked across the UK, Europe and the United States, managing multi-billion-dollar brands in highly developed, high-scrutiny markets.That experience shaped how I work with brands today: recognising that what they say, how they act, and how they are judged all influence long-term brand equity and reputation.My focus is on combining strategic clarity with real-world judgement — helping leaders make decisions that hold up under scrutiny, travel across markets, build trust over time, and avoid unnecessary missteps along the way.Alongside this commercial experience, I bring deep, practical expertise in purpose-led, sustainable and inclusive marketing at both industry and governance level — strengthened by executive education in sustainability at Yale and purpose-driven strategy at Oxford.That has included chairing the World Federation of Advertisers’ Planet Pledge forum, serving on the board of the Geena Davis Institute, and acting as Deputy Vice Chair of UN Women’s Unstereotype Alliance. I’ve spoken at the United Nations, advised Loyola University Chicago’s Quinlan School of Business, and contributed to industry leadership through organisations such as the Association of National Advertisers.What matters most, however, is not the titles, but the vantage point they provide: insight into how brands navigate opportunity and risk — not just in what they say, but in how they operate, decide and show up.
Contact
If something here resonates and you’d like to talk it through, I'd welcome a conversation.I’m always open to a straightforward conversation to understand what you’re working through.Email: [email protected]Based in the United States, working internationally.
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