Let's create extraordinary things together.
Need help scaling a new brand, launching disruptive innovation, or modernizing your brand?
ABOUT ME
Extraordinary can be found in the ordinary. It's about connecting the right dots to find your North Star.
Meghan Shookman is the Founder of Extraordinary Things, Brand Consulting. She is an experienced marketing leader with a passion for building extraordinary teams, growing brands at all phases and building brand equity that transforms the health and wellness industry. She brings a depth of experience leading brand marketing for emerging high-growth brands like Vital Farms as well as large CPG’s like Nestle, Hillshire Brands and General Mills across multiple categories within Fast-Moving Consumer Goods.
Meghan is known for launching the Hillshire Snacking brand from $0 to $50MM in Year 1, launching disruptive innovation for Vital Farms, mentoring start-ups as part of the SKU CPG accelerator and was recognized by Progressive Grocer as a NextGen leader. She’s passionate about brand storytelling, disruptive innovation and developing growth strategies that skyrocket a brand’s trajectory.
Brands Meghan has worked with:
Meghan is an incredibly strategic, divergent thinker with the ability to ramp up quickly. At a critical time, she guided our business through complex issues, developing media and campaign activation plans, and leading a long term sustainability initiative."
– Jen Dahlgren, VP/GM Tropicana Brands
My Portfolio
Scaling New Brands
Meghan scaled the Hillshire Snacking brand from a test-market launch at Kroger and Super Target to now a $100M+ national business. This included identifying right product-market fit for test markets, consumer research that transformed a minimum viable product to a high performing portfolio and a 100% digital marketing campaign that was recognized by Facebook as a best-in-class campaign through UGC, PR and influencer marketing segmented to a variety of audiences. If you’re looking for help in developing a go-to-market strategy, creating a compelling selling story and building an impactful launch campaign including the right media tactics and compelling creative, Meghan is here to guide your rocket ship.
Disruptive Innovation
Vital Farms is on a mission to bring ethically produced food to more tables. Meghan developed a 5-year innovation pipeline and successfully extended the brand beyond eggs and butter with the national launches of Egg Bites, Breakfast Bars and Spreadable Butter. She led the foundational consumer insights exploration to identify unmet needs, oversaw commercialization and launch campaigns that delivered $10MM+ in year 1 revenue. If you need support in building a long-term innovation pipeline, commercializing new items or conducting consumer research to guide product-market fit, Meghan is ready to make your vision a reality.
Brand Modernization
Tyson brand was facing significant downward trends in the frozen category weighted down by processed perceptions and in need of a revitalization to drive relevance with today’s parents. Through an integrated marketing campaign and packaging refresh the busted common myths about product quality, Meghan turned around the performance of the business to drive YoY sales increases while also identifying cost-savings measures that could be reinvested in brand building. If you need support in revitalizing your brand, transforming your packaging or managing the day-to-day P&L and budget, Meghan is the general manager who can provide fractional or project-based support to change the trajectory for your brand.