In a more transparent and demanding world, the consequences of how marketing is done are often underestimated - creating hidden risk, missed opportunity, and unnecessary cost.I work with CEOs, CMOs and agency leaders on high-stakes brand and growth decisions - particularly where commercial ambition intersects with reputation, sustainability and long-term trust.With three decades in senior global brand leadership roles across Europe and the United States, I bring commercial judgment, lived operating experience and perspective shaped at scale.In practice, this often comes down to how marketing decisions are made - or not made.The consequences of trade-offs are not always fully apparent, and time, complexity and competing priorities mean things are not always considered as carefully as they might be.Value is left on the table. Inefficiencies persist. Decisions can introduce avoidable risk - often not through intent but through a lack of considered scrutiny.These issues often emerge in areas such as sustainability, inclusion and accessibility, the use of AI, and the rising expectations placed on brands and the organizations behind them.My work supports leadership teams in taking a more deliberate approach - strengthening brand strategy, uncovering missed opportunity and ensuring decisions are commercially sound, defensible and durable over time.
Get in touchIf you’re working through a complex brand or growth challenge, I’m always open to a thoughtful conversation.
Endorsements 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
Most of my work begins by helping leadership teams identify where marketing decisions may be creating unintended risk, inefficiency or missed opportunity - often in ways that are not immediately apparent.Brand strategy today is shaped by forces that extend beyond marketing alone. Growth ambitions are tested not only by competition and category dynamics, but by rising expectations around sustainability, responsibility and long-term trust.For leadership teams, the challenge is maintaining coherence. Portfolio choices, positioning, innovation priorities and commercial narrative must remain strategically clear - while recognizing that stakeholder scrutiny and enterprise risk increasingly shape long-term value.My work strengthens core brand strategy in that context. I support organizations in clarifying positioning, sharpening portfolio direction and aligning growth ambition with accountability. Sustainability and purpose are not treated as overlays, but as forces that shape credible and resilient decisions.Equally important is how those decisions translate into the organization - aligning teams, agency partners and existing processes so that strategy becomes consistent in execution. The objective is not only clarity of direction, but coherence in practice.
Strategic Advisory
Ongoing senior counsel to CEOs and CMOs on growth, brand positioning and portfolio direction - particularly where decisions carry broader implications for opportunity, reputation and enterprise risk.
Agency Partnership
Bringing the voice of the client into agency strategy and new business environments - whether behind the scenes, pressure-testing positioning and commercial narratives, or participating directly where senior perspective adds weight and credibility.
Fractional Leadership
Acting as a fractional senior brand leader - providing consistent strategic direction and commercial judgment during periods of growth, repositioning or transition. Engagements are designed to provide senior continuity without the commitment of a full-time role.
Focused Strategic Projects
Defined strategic assignments - from core brand positioning and portfolio strategy to evaluating how sustainability, inclusion and related considerations influence long-term brand and commercial direction.
Get In Touch
Most engagements begin with a simple conversation - a chance to step back and explore what you’re working through and whether this is relevant.
Dale Green
Founder, Green By Name
Experience Beyond Theory
Decades of global brand leadership, grounded in judgement and lived experience.
Decades of global brand leadership, grounded in judgment and lived experience.With three decades in senior brand leadership roles at some of the world’s most recognizable businesses - including Kraft, Müller and Mars - I have lived and worked across the UK, Europe and the United States, managing multi-billion-dollar brands in highly developed, scrutinized markets.That experience shapes how I work with organizations today: recognizing that what brands 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 judgment - helping leaders make decisions that hold up under scrutiny, travel across markets, build trust over time and avoid unnecessary missteps.Alongside this commercial experience, I bring deep, practical expertise in sustainable, inclusive and purpose-led marketing - at both industry and governance level - strengthened by executive education in sustainability at Yale and purpose-driven strategy at Oxford.This 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 have spoken at the United Nations, advised Loyola University Chicago’s Quinlan School of Business, and contributed to industry leadership through organizations such as the Association of National Advertisers.What ultimately matters is the vantage point these roles provide: insight into how brands navigate opportunity and risk - not only in what they say, but in how they operate, decide and show up.
Contact
Most engagements begin with a simple conversation. If you’re working through a complex brand or growth challenge, I’m always open to a thoughtful exchange.Email: [email protected]Based in the United States, working internationally.
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Effective date: 26 March 2026
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Effective date: 1 January 2026
Green By Name is committed to ensuring this website is accessible and usable for as wide an audience as reasonably possible.We aim to design and maintain this site with clarity, readability, and accessibility in mind, and to follow generally recognised best practices where appropriate.As a small, independent consultancy, this website is intentionally simple and designed to minimise unnecessary barriers. That said, accessibility is an ongoing consideration, and we recognise that no site is ever truly finished.If you experience difficulty accessing any part of this website, or have suggestions for improvement, your feedback is welcome.
Contact: [email protected]
Book a 30-minute meeting
Feel free to select one of the time slots below.Contact me if none of these times work or you have any other questions.Email: [email protected]