What We Do
Think of our core services as five cuts on the same stone—different angles, one story.
Consumer Research
We partner with you to design research that reveals how people actually live, choose, and express themselves in and around your category, so decisions are grounded in lived reality rather than assumptions. Drawing on in‑depth interviews, ethnography, social listening, and concept labs, we translate what we see and hear into sharp cultural narratives, decision‑ready insights, and clear implications for product, positioning, and go‑to‑market.
Ruby-Cut Services*
Marketing & Brand Strategy
We help you define the brand and marketing strategy that clarifies where your brand should play, how it should win, and which choices truly matter across channels, audiences, and markets. This may include 12–24‑month brand and growth roadmaps, integrated go‑to‑market and campaign strategy, globally resonant positioning and messaging, audience and community insight, and portfolio and initiative prioritization, all anchored in a clear, long‑term brand strategy.
Social & Digital Campaign Strategy
We advise on social‑first, full‑funnel campaigns that are native to culture and rigorously designed to drive revenue, with each channel playing a specific, intentional role rather than contributing to wasted impressions or one‑off stunts. Together, we determine which conversations your brand has the right to enter, how often, and in what voice, so you systematically build authority and equity instead of adding to the noise.
Cultural Intelligence
We work with you to map the cultural landscape—trends, communities, and status signals—to identify where your brand can credibly and distinctively play, and where it is better served by restraint. From this, we develop practical frameworks that guide where to show up, what narrative to lead with, and which products and experiences should be prioritized to reinforce your strategic position.
Performance Analytics
We help you make sense of the noise, cutting through dashboards and conflicting data to deliver a clear, cohesive narrative about how your marketing is actually performing. We pair hard numbers with cultural and category context to illuminate what truly sparked, with whom, and why—as well as what may be quietly dulling your cachet—with outputs crafted to be C‑suite ready and immediately actionable for operating teams.
*Behind the scenes, Ruby uses AI as one more precision tool in the kit—helping us study the stone faster, see around cultural corners, and cut sharper, more efficient work—while human judgment still decides how and where your brand shines.
*These programs are structured as tailored, intensive engagements—often involving custom casting, complex partnership architecture, and full‑funnel performance reads—so scope and investment are calibrated to the level of access, craftsmanship, and upside they’re designed to deliver.
High-Carat Work*
We bring high‑carat engagements that marshal senior talent, deep category expertise, and bespoke cultural intelligence—so influencer strategy, strategic collaborations, and marketing mix decisions are cut with the precision of a rare stone and built to unlock disproportionate cultural and commercial upside.
Influencer & Talent Strategy
We advise on the identification of talent whose values, tastes, and communities are already aligned with your brand’s distinct clarity and color—defining the right mix of hero voices, supporting voices, and more nuanced accents to sustain premium equity over time.
Strategic Collaborations
We counsel on the architecture of collaborations across brands, institutions, and creators that function as considered settings—not mere co‑logos—carefully structuring each partnership to enhance, rather than dilute, the equity of every party involved.
Experiential Marketing
We offer experiential marketing consulting services adaptable to any industry with an emphasis on sports and entertainment. We align live activations with brand goals through strategic run-of-show plans, immersive programming moments, venue/sponsor optimization, vendor coordination, on-site execution, and post-event ROI recaps with actionable insights.
Marketing Mix Effectiveness
In a fractional CMO capacity, I assess your full marketing mix—media, creative, social, influencer, retail, and experiential—as a single, integrated system, then surface what truly catches the light, what is over‑invested, and where precise adjustments can unlock disproportionate gains in revenue, brand equity, and team focus.
How We Partner With Leaders
Find the Core Stone
We start by cutting through noise to define the true stone—the business problem—and the cultural and commercial outcomes that actually matter. Together we agree what “winning” looks like so every move has a clear edge.
Cut a Sharp Brief
We shape a usable brief: who you are speaking to, the cultural lenses that matter, the tone you should own, the roles of each platform, and the KPIs that will tell us if the work is shining.
Set the Work in the Right Setting
As we execute, we stay close with regular touch points, reading cultural signals and performance data in real time and making practical calls on what to protect, what to refine, and what to stop.
Polish the Next Cut
After engagement, we review with you—not just the numbers, but what actually caught the light, what fell flat, and how to polish the next cut so each engagement gets sharper.