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Luxury Strategy Agency & Consulting Firm

G & Co. is a premier luxury strategy agency and consulting firm, standing at the forefront of the luxury market. With unparalleled expertise and a proven track record, we guide the world’s best brands from fashion & apparel, to automotive, and hotels & hospitality to innovative success. Our strategic insights and bespoke solutions redefine the essence of luxury, establishing G & Co. as an undisputed leader in this exclusive industry.

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G & Co. has over 7+ years of experience working with Adobe Experience Cloud, helping clients to implement, integrate and optimize the platform to drive business results.
G & Co. has a team of more than 25 employees who are certified experts across the Adobe platform.
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Luxury Strategy Agency & Consulting Firm Services

Our luxury strategy consulting at G & Co. focuses on delivering high-impact, customized solutions. Our team excels in identifying unique market opportunities, boosting brand presence and market share. We specialize in tailored marketing strategies, customer experience enhancement, and operational efficiency optimization. Our data-driven insights support informed decision-making, promoting sustainable growth and competitive advantage. Partnering with us ensures a deep understanding of the luxury landscape and a clear path to business excellence and sustained success.

Brand Strategy Development

The cornerstone to empowering luxury brands to carve out distinct identities is done through brand strategy development. We craft narratives that resonate with high-end consumers, ensuring that each brand's ethos and values are not only communicated but deeply felt, leading to increased brand loyalty and recognition.

Market Research and Analysis

We provide clients with the insights needed to navigate the luxury market. We delve into consumer behavior, market trends, and competitive landscapes, providing actionable intelligence that shapes strategic decisions and propels brands to the forefront of their industry.

Customer Experience Enhancement

In the realm of luxury, customer experience is paramount. G & Co. specializes in elevating this aspect, creating bespoke, memorable interactions. We focus on every touchpoint, ensuring that each element of the customer journey reflects the brand's prestige and quality, fostering lasting customer relationships.

Digital Transformation

G & Co. leads luxury brands through the digital era through digital transformation. We integrate the latest digital strategies and technologies, enhancing online presence and eCommerce effectiveness, ensuring that brands not only meet but exceed the digital expectations of today's luxury consumers.

Product and Service Innovation

In a competitive space where creativity must meet market viability, G & Co. assists clients in developing groundbreaking products and services that set new industry standards, ensuring they stay ahead in a rapidly evolving luxury market, always aligned with their brand's core values.

Retail and Distribution

G & Co. optimizes clients' global reach through retail and distribution. We devise strategies for effective distribution, refine retail operations, and ensure that the brand's presence in-person and online is as impactful as it is aligned with their premium essence.

Strategic Partnerships and Collaborations

G & Co. excels in forging strategic partnerships and collaborations, connecting luxury brands with synergistic allies. These partnerships are carefully curated to enhance brand value, broaden market reach, and create unique opportunities for growth and innovation in the luxury segment.

Communication and Public Relations

It is pivotal for brands to shape public perception. We craft compelling narratives and manage media relations, ensuring that our clients' stories are told in a way that captivates and engages the luxury audience, building a strong, positive brand image.
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Read how Burberry revolutionized the luxury fashion landscape with a groundbreaking digital transformation in commerce.

Our Impact as a Luxury Strategy Agency & Consulting Firm

G & Co. excels in navigating the complex challenges faced by vertical clients in the luxury sector. Our tailored solutions address key pain points, from market saturation to evolving consumer preferences. By leveraging our deep industry expertise, Acumen platform for consumer insights and brand health monitoring, and innovative strategies, we empower clients to differentiate themselves, enhance customer engagement, and optimize operations. Partnering with G & Co. translates to a distinct competitive edge, ensuring our clients not only meet but exceed market demands, leading to sustained growth and leadership in their respective niches.

Brand Defining & Reinforcement

G & Co. specializes in defining and reinforcing distinctive brand identities, crafting narratives that resonate uniquely in the luxury market, ensuring our clients' brands are not just recognized, but revered.

Digital Relevance

We elevate our clients' digital presence, ensuring they remain cutting-edge and relevant in the ever-evolving digital landscape, crucial for maintaining leadership in the luxury sector.

Competitive Landscape and Differentiation

G & Co. provides critical insights into the competitive landscape, enabling clients to clearly differentiate themselves, thus securing a unique and dominant position in their respective luxury markets.

Go-to-Market Expansion Strategy

Our strategic expertise guides clients through new market expansions, identifying lucrative opportunities and crafting tailored approaches for successful entry and sustainable growth in new demographic and geographic segments.

Data-Driven Personalization

Leveraging advanced data analytics through our proprietary consumer insights platform, we enable personalized customer experiences, enhancing brand loyalty and engagement by delivering what luxury consumers seek most – exclusivity and bespoke services.

Sustainability Integration

G & Co. seamlessly integrates sustainability into business strategies, aligning with contemporary eco-conscious consumer trends, thus enhancing brand reputation and appeal in the luxury market.


"G & Co. is a dynamic, resourceful, and engaging team that can dive in, collaborate across teams, and deliver actionable insights. I would recommend them for any company that requires strategic thinking and leadership."

"Upon reviewing multiple alternatives, our selection fell on G & Co., - a choice that has been absolutely precise from the very start. This collaboration has brought forth immense value and positivity for Nike, making it an exceptionally gratifying endeavor."

"G & Co.'s team exemplifies strategic expertise and fearless innovation. Their commitment to solving complex problems is commendable."

"G & Co. is a blend of passion, collaboration, and unmatched digital expertise, always exceeding our business expectations."

Aaron Bellack
Manager, Marketplace Operations
Saks Fifth Avenue
Alexandra Reed
Director, Digital Marketing EMEA
Akio Tanaka
Senior Director, Digital Transformation
Patricia Miller
Senior Director, Customer Experience
Marriott Bonvoy

Our Expertise as a Luxury Strategy Agency & Consulting Firm

G & Co. brings a profound depth of expertise to the luxury strategy industry, cultivated through years of dedicated practice and acute market observation. This deep-seated knowledge enables us to provide insights that are not only comprehensive but also profoundly intuitive. Our understanding of the luxury sector is nuanced and all-encompassing, allowing us to offer strategies that are as innovative as they are effective. This expertise positions G & Co. as not just a consultant, but a visionary leader, guiding clients through the complexities of the luxury market with unmatched skill and foresight.

Brand Positioning

G & Co. excels in brand positioning, strategically placing clients at the luxury market's zenith. We craft distinctive brand identities that resonate with elite audiences, ensuring a strong, enduring market presence.

Global Network

Our extensive global network opens doors to new markets and partnerships, providing clients with unparalleled reach and influence in the luxury sector.

Exclusive Insights

We offer deep, exclusive insights into luxury market dynamics and consumer trends, enabling clients to make data-driven decisions that are both strategic and impactful.

Innovation Focus

At G & Co., innovation is paramount. We guide clients in adopting pioneering approaches, ensuring they stay ahead in an industry where novelty and creativity are key.

Tailored Solutions

Our solutions are meticulously tailored, addressing each client's unique challenges and ambitions in the luxury space, ensuring outcomes that are not only effective but also bespoke and aligned with their brand ethos.

Niche Expertise

Our breadth of experience in the luxury realm enables clients to navigate specific segments of the high-end market with unparalleled skill. Our specialized knowledge in various luxury domains ensures that strategies are not only effective but also intricately tailored to the nuances of each niche.

Consumer Goods

We specialize in elevating consumer goods within the luxury segment. We craft strategies that not only enhance the intrinsic value of the products but also align them with the evolving trends of luxury consumption. This involves meticulous market research, innovative branding techniques, and a keen eye for emerging luxury demands. Our goal is to transform ordinary consumer goods into coveted luxury items, ensuring they stand out in a competitive market.


G & Co. offers unmatched expertise in creating immersive, high-end shopping experiences. Our focus extends beyond mere transactional interactions; we aim to curate spaces that epitomize the essence of luxury. Through the use of our proprietary consumer insights platform and data analytics to understand and predict consumer behaviors, we enable our clients to offer highly personalized shopping experiences that resonate with discerning luxury buyers.

Travel & Hospitality

G & Co. brings a unique blend of luxury, exclusivity, and personalized experiences to travel and hospitality. From boutique hotels to luxury resorts, we advise on every aspect – including service design, guest engagement, and premium amenities – to ensure each experience is both opulent and uniquely memorable. By staying abreast of global luxury travel trends, we help our clients anticipate and fulfill the desires of the world's most discerning travelers.


G & Co.’s approach in the automotive field is to marry elegance with innovation. We focus on market analysis, brand positioning, and adapting to technological advancements, helping automotive brands understand the shifting landscapes of consumer expectations, particularly in terms of sustainability, technological integration, and bespoke customization. Our aim is to guide these brands in maintaining their heritage while innovatively evolving, ensuring they continue to capture the imagination and loyalty of premium audiences worldwide.
53% increase in online campaign-driven conversion rate for Prime membership
102+ million people reached after implementation of user experience design
162% increase in online direct-to-consumer conversion
27% Increase in mobile banking transactions through digital enhancements
38% Uplift in brand eCommerce redesign impacting customer retention
Robust strategy delivered to meet $10 billion revenue goal by 2027
25% increase in customer satisfaction with a mobile app design & development revamp for improved guest experience
Mobile app design created from start to finish in 2-month timeline
23 million impressions generated to bolster customer retention and loyalty
478% increase in campaign reach with new market targeting
100+ delivers & consumers benchmarked across the United States for a 3-month survey
Full-scale, responsive UX/UI design for desktop, mobile, and tablet created in 2 months
1 million downloads of the Toyota app for convenient, vehicle management
1 million downloads of the Toyota app for convenient, vehicle management
Full-scale, responsive UX/UI design for desktop, mobile, and tablet created in 2 months
100+ delivers & consumers benchmarked across the United States for a 3-month survey
478% increase in campaign reach with new market targeting
23 million impressions generated to bolster customer retention and loyalty
Mobile app design created from start to finish in 2-month timeline
25% increase in customer satisfaction with a mobile app design & development revamp for improved guest experience
Robust strategy delivered to meet $10 billion revenue goal by 2027
38% Uplift in brand eCommerce redesign impacting customer retention
27% Increase in mobile banking transactions through digital enhancements
162% increase in online direct-to-consumer conversion
102+ million people reached after implementation of user experience design
53% increase in online campaign-driven conversion rate for Prime membership


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What services do luxury strategy agencies typically offer?

Luxury strategy agencies offer a specialized set of services tailored to the unique demands of the luxury market. Generally, these services span multiple strategic components aimed to help brands optimize performance, enter new markets, and integrate new strategies to their operations. While by no means an exhaustive list, one can generally expect a luxury strategy firm’s services to include:

  • Market Analysis and Consumer Insights: Deep diving into market trends and consumer behavior to understand what drives luxury purchases. This involves sophisticated data analytics and qualitative research to grasp the nuances of luxury consumer psychology.
  • Brand Positioning and Identity Development: Crafting a unique brand narrative that resonates with the luxury audience. This goes beyond traditional branding to encompass the creation of a distinct luxury identity, often involving storytelling that aligns with the values and aspirations of the target market.
  • Digital Transformation and eCommerce Strategy: Adapting to the digital era by developing comprehensive online presences. This includes high-end eCommerce solutions, digital marketing strategies, and leveraging social media to build a luxury brand experience that extends beyond the physical product.
  • Product and Experience Design Consulting: Advising on product design, packaging, and overall customer experience to ensure they meet the elevated expectations of luxury consumers. This often involves collaborating closely with design teams to integrate luxury aesthetics and values into the product.
  • Sustainability and Ethical Branding Strategy: As consumers increasingly value sustainability, luxury strategy agencies help brands develop and communicate their commitment to ethical practices and sustainability, a growing trend in the luxury segment.

How do luxury strategy agencies differ from traditional marketing firms?

The key difference lies in specialization and approach. Traditional marketing firms offer a broad range of services suitable for a wide variety of markets and industries. In contrast, luxury strategy agencies specialize in the luxury market, which requires a different approach due to:

    • Higher Consumer Expectations: Luxury consumers expect not just a product, but an experience. This necessitates a more sophisticated and nuanced marketing approach.
    • Emphasis on Brand Heritage and Exclusivity: Luxury marketing focuses heavily on brand story, heritage, and exclusivity, aspects less emphasized in conventional marketing.
    • Pricing Strategy: The approach to pricing in luxury markets is not just about cost-plus or competition-based pricing; it’s about pricing as a part of brand perception.

    What are the benefits of using a luxury strategy agency for brand development?

    Partnering with a luxury strategy agency elevates brand development by infusing a sense of luxury, heritage, and authenticity into your brand. Specialized luxury firms can guide clients in creating aspirational brand stories, premium positioning, and exclusive customer experiences. This enhances brand loyalty, justifies premium pricing, and ensures sustained success in the luxury segment.

    Leveraging a luxury strategy agency for brand development offers several benefits:

    • Expertise in Luxury Consumer Behavior: Agencies specializing in luxury have a deep understanding of the motivations, desires, and behaviors of luxury consumers, allowing for more targeted and effective brand strategies.
    • Access to Global Trends and Networks: These agencies often have global insights and connections, vital in a market where trends and consumer preferences can vary widely across different regions.
    • Innovative and Tailored Strategies: Given their focus, luxury strategy agencies are adept at crafting innovative strategies that are specifically tailored to the nuances of the luxury market.

    How can a luxury strategy agency enhance the value of a brand?

    Partnering with a luxury strategy agency provides access to specialized skills and insights that are crucial for navigating the complex and highly nuanced luxury market. With their deep understanding of luxury consumer behavior and trends, and a focus on creating high-value brand experiences, luxury strategy agencies are instrumental in elevating a brand's prestige and market position. A client can expect that a luxury strategy agency can enhance brand value by:

    • Elevating Brand Perception: Through sophisticated branding strategies that emphasize quality, exclusivity, and heritage, making the brand more desirable to the target audience.
    • Creating Differentiation: Developing unique selling propositions that set the brand apart in a crowded market.
    • Building Emotional Connections: Crafting narratives and experiences that forge a deeper emotional connection with the consumer, turning customers into brand advocates.
    • Strategic Positioning in Digital Space: Implementing cutting-edge digital strategies to position the brand effectively in online spaces, essential in the current market landscape.

    How do luxury strategy agencies collaborate with clients?

    Collaborations with clients involve a close partnership, starting with a thorough assessment of brand goals and challenges. A luxury strategy agency will adopt a client-centric approach, fostering transparent communication, workshops, and collaborative strategy development to ensure alignment with client objectives.

    Collaboration between a luxury strategy agency and its clients typically involves:

    • Initial Consultation and Briefing: Understanding the client's vision, goals, and challenges. This phase involves deep discussions to align the agency’s efforts with the client’s expectations.
    • Strategic Planning and Development: Working closely with the client to develop a tailored strategy. This involves regular meetings and workshops to refine the approach and ensure it aligns with the client's brand identity and objectives.
    • Implementation and Execution: Agencies often work as an extension of the client's team, providing expertise and resources for the implementation of the strategy. This can include everything from brand development to digital marketing campaigns.
    • Continuous Collaboration and Feedback: Regular check-ins and updates ensure that the agency’s work remains aligned with the client's evolving needs and market dynamics.

    What should I expect in a client-agency relationship with a luxury strategy firm?

    Clients partnering with a specialized luxury agency can expect a dedicated team of experts, personalized strategies, and a commitment to long-term success. These agencies will generally maintain open channels of communication, provide regular progress updates, and adapt strategies as needed to achieve client goals. Among other methods and protocols to consider are:

    • High-Level Personalized Service: Given the nature of the luxury market, agencies typically provide highly personalized and attentive service.
    • Expert Guidance and Insights: Clients can expect to receive expert advice and insights into the luxury market, helping them make informed decisions about their brand and strategy.
    • Flexibility and Adaptability: The ability to adapt strategies in response to changing market conditions or client requirements.
    • Confidentiality and Discretion: Given the high stakes and competitive nature of the luxury industry, discretion and confidentiality are paramount in such relationships.

    How do luxury strategy agencies communicate and report progress to clients?

    Communication and reporting are key aspects of the client-agency relationship, which the best luxury agencies will meet by including any of the following:

    • Regular Updates and Meetings: Scheduled meetings to discuss progress, challenges, and next steps. These can be in-person or virtual, depending on the client's preference and geographical considerations.
    • Performance Reports: Providing detailed reports on the outcomes of specific strategies and campaigns, often backed by data and analytics.
    • Ad-hoc Communications: Being available for impromptu discussions or updates as needed, ensuring the client is always in the loop.

    How do luxury strategy agencies measure success?

    Luxury strategy agencies offer a collaborative, expert-driven, and flexible approach to working with clients, characterized by clear communication and a strong focus on measuring success through both quantitative and qualitative metrics. This client-centric approach ensures that luxury brands are not just receiving a service, but are engaging in a partnership that is deeply invested in their success and growth. 

    When it comes to measuring success, a partner agency will foundationally first agree on the following to ensure a custom strategy befitting of your brand:

    • Key Performance Indicators (KPIs): These may include brand awareness metrics, customer engagement rates, sales figures, market share, and other relevant KPIs that align with the client's goals.
    • ROI Analysis: Assessing the return on investment for various strategies and campaigns, providing a clear picture of the financial effectiveness of the agency's efforts.
    • Customer Feedback and Market Response: Gathering and analyzing feedback from customers and monitoring market response to gauge the impact of the brand strategy.
    • Long-Term Brand Health Metrics: Evaluating factors like brand equity, customer loyalty, and brand perception over time to ensure long-term success.

    How are KPIs determined in luxury brand strategies?

    Depending on the vertical, key performance indicators can span from customer acquisition and retention to boosting engagement and earning media impressions. Across the spectrum of the luxury space, which can include retail, apparel & accessories, travel & hospitality, automotive, a luxury brand agency can help you determine applicable business metrics and key performance indicators involving a nuanced approach:

    • Alignment with Brand Objectives: KPIs are primarily based on the specific goals and objectives of the luxury brand, whether it's increasing brand awareness, enhancing customer loyalty, driving sales, or entering new markets.
    • Understanding the Luxury Market Dynamics: KPIs are tailored to reflect the unique aspects of the luxury market, such as customer experience quality, brand perception, and exclusivity.
    • Balancing Quantitative and Qualitative Measures: While sales and market share are common KPIs, in the luxury sector, qualitative measures like customer satisfaction, brand prestige, and emotional engagement are equally important.
    • Long-term versus Short-term Goals: Luxury brands often focus on long-term brand value and customer relationships, so KPIs may also be designed to measure long-term brand health and sustainability.

    How are luxury strategy agencies adapting to digital transformation?

    The best agencies in the world are those that consistently embrace the latest technologies and utilize them to their best extent and capabilities. In today’s world, it’s a must for luxury strategy agencies to incorporate digital transformation as a core competency. When it comes to adaptation, a brand can expect that a partner will help them with:

    • Embracing eCommerce and Digital Platforms: Developing sophisticated online shopping experiences that reflect the luxury brand’s essence while providing convenience and accessibility.
    • Utilizing Data Analytics and AI: Leveraging advanced analytics and AI to gain insights into consumer behavior, personalize marketing efforts, and predict future trends.
    • Digital Storytelling and Content Creation: Creating engaging digital content that tells the brand’s story and resonates with the luxury audience on various digital platforms.
    • Social Media Engagement: Strategically using social media to build brand communities, engage with customers, and enhance brand visibility.

    What role do luxury strategy agencies play in digital marketing?

    In digital marketing, luxury strategy agencies play a vital role in the conception of digital marketing strategies and implementation roadmaps. 

    You can generally expect that an agency will help you:

    • Strategize and Execute Digital Campaigns: Plan and implement digital marketing campaigns that align with the luxury brand’s identity and target audience.
    • Content Curation and Management: Develop high-quality, brand-aligned content for digital channels, ensuring it speaks to the luxury market's expectations.
    • Influencer Partnerships and Collaborations: Identify and collaborate with influencers and brands that resonate with the luxury audience, enhancing brand reach and credibility.
    • Monitor and Optimize Digital Presence: Regularly analyze and optimize the brand’s digital presence, from SEO to social media engagement.

    How do luxury strategy agencies incorporate innovation into their strategies?

    There are a number of ways luxury strategy agencies incorporate innovation as part of a strategic approach. A few ways involves:

    • Experimenting with New Technologies: Exploring advanced technologies like AR/VR, blockchain, and IoT to create unique brand experiences and enhance customer engagement.
    • Sustainability and Ethical Innovation: Specialized premium agencies integrate sustainable practices and ethical considerations into brand strategies, catering to the increasing consumer demand for responsible luxury.
    • Personalization at Scale: Using data-driven insights, luxury strategy agencies provide personalized experiences and products, balancing exclusivity with a broader appeal.
    • Cross-industry Collaborations: Luxury strategy agencies partner with businesses across various sectors to introduce fresh perspectives and innovative solutions to luxury brand strategies.

    Luxury strategy agencies play a crucial role in navigating the complexities of luxury brand strategies, digital transformation, and marketing. They bring a combination of industry-specific expertise, innovative thinking, and a deep understanding of digital dynamics to help luxury brands stay relevant, competitive, and successful in an ever-evolving market.

    Global Leadership

    We’re 100+ individuals from across the world driven by innovation and diverse perspectives. We craft your brands innovations for the world of tomorrow.
    Adrian Garnica
    As the President of G & Co., Adrian is a visionary leader responsible for driving growth, managing teams, and fostering client relationships. With a proven track record at McKinsey and R/GA, Adrian has successfully developed and executed strategic visions, led consultant teams, secured major clients such as Nike, Google, and Louis Vuitton, and ensured top-quality project delivery. Adrian's expertise lies in scaling, operations, and client-agency collaboration.
    Kevin Sonof
    VP, Strategy
    Kevin serves G & Co. as VP of Strategy, bringing an accomplished strategist perspective for driving growth, delivering high-quality consulting projects, and cultivating client relationships. With expertise in market research, cross-functional collaboration, and staying abreast of industry trends, Kevin has successfully worked with renowned brands such as AT&T, Verizon, Google, Facebook, and Coca-Cola.
    Jimena Robles
    Head of Marketing & Experience
    As the Head of Marketing & Experience at G & Co. Jimena employs her skill of spearheading enterprise creative strategies and roadmaps. She previously oversaw client engagements at Edelman and Essence.
    Juan Manuel Gonzalez
    Chief Executive Officer
    As the CEO of G & Co., Juan is a visionary leader driving the company's strategic direction and growth. With expertise in executive leadership, business development, and relationship management, Juan has successfully developed and executed business plans, expanded the firm's market presence, and worked with renowned brands such as Saks Fifth Avenue, Levi’s, and Coca-Cola while taking the company to a worldwide presence and expanding to more than fifty employees. He has been recognized by the CFDA, ANA, Wall Street Journal, and Inc.
    Estella Mahone
    Chief Financial Officer
    Estella is a seasoned financial leader responsible for developing strategies, ensuring compliance, and optimizing financial stability. With expertise in financial planning, analysis, and risk management, Estella collaborates cross-functionally to drive strategic decision-making and enabling client missions.
    Francisco Chung
    VP, Digital
    Francisco is a dynamic leader driving business growth through digital innovation. With a proven track record of developing and executing digital strategies, Francisco leads teams, identifies opportunities, and delivers tailored solutions for clients. With a rich background working with brands like Apple, Sony, and General Electric, he brings extensive expertise in driving growth, optimizing operations, and fostering strong collaboration with clients. His achievements have been recognized during his tenure as Creative Technical Director at Isobar, frog, and Material.
    Jeff MacBride
    VP, Project Management
    Jeff excels in developing and implementing effective project management strategies. With a strong track record in leading teams and collaborating cross-functionally, Jeff ensures successful project delivery, client satisfaction, and continuous improvement. Having served renowned clients and brands, Jeff's expertise in scaling operations and fostering a collaborative culture is backed by achievements at Lockheed Martin and as an adjunct professor in project management.
    Shaelyn Ventrano
    Senior Project Coordinator
    As our Senior Project Coordinator, Shaelyn's expertise lies in coordinating project activities and ensuring seamless execution. With a background as a Cryptologic Linguist and Division Lead in the US Navy, Shaelyn brings exceptional organizational and communication skills to the team to help monitor project progress, facilitate collaboration, and maintain meticulous documentation. Clients value Shaelyn's proactive approach, timely updates, and attentive service. Her dedication to process improvement and sharing best practices showcases her commitment to excellence in project management.
    Jacob Wright
    VP, Growth
    Jacob helps G & Co. in his capacity to drive market expansion and revenue growth through strategic initiatives. With a strong business development track record in working with renowned brands like Nespresso, MGM Resorts, Microsoft, Johnson & Johnson, and Unilever, Jacob develops comprehensive growth plans, leveraging industry best practices, analyzing key performance indicators to identifiy areas for improvement and fosters a culture of collaboration and achievement. Prior experience at leading agencies includes roles as an Account Manager, Strategist, and Director of Strategy.
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