.png)
Commercial
For brands that need to move, rebuild, or scale.
What we do
Brand Strategy & Positioning
Definition or restoration of a differentiated, commercially
grounded market position.
Brand Rebuilding & Turnaround
Reversal of decline through repositioning, retail partner reengagement, and a credible commercial trajectory.
Strategic Brand Partnerships & Customer Growth
Data-driven partnerships and customer growth programs that compound over time.
Category & Assortment Strategy
Assortment architecture, range structure, and the commercial logic that drives sell-through.
Commercial Strategy & Go-to-Market
Channel strategy, pricing architecture, and the operating model that converts brand into revenue.
E-commerce & Digital Growth
DTC platforms, conversion architecture, and the digital operating model brands need now.
Retail & Omnichannel Execution
Store operations, omnichannel sequencing, and the commercial discipline that sits behind both.
Commercial & Marketing Operating Model
The structure, governance, and rhythm that makes the commercial function actually run.
Asia Market Entry & International Expansion
China, Korea, and broader Asia entry under the regulatory and digital constraints those markets impose.
Examples of our impact
.png)
Perry Ellis brand turnaround
Rebuilt aided brand awareness from 63% to 83% (+20 points) through a comprehensive repositioning (“Life Ready Since 1976”), retail channel re‑engagement, and agency consolidation that produced $2M+ in recurring savings. Continued brand investment that drove awareness to 83%, delivered $8M+ in partnership value, and produced 300M+ impressions via a multi‑year NFL quarterback program.
.png)
Bliss Beauty channel and brand reposition
Turned around a prestige skincare brand that had been dropped by a major beauty retailer by identifying the true root cause—a stalled innovation pipeline and an assortment misaligned with the market’s shift toward efficacy. Rebuilt the brand around a credible efficacy platform, redirected distribution to mass retail where the value proposition would win and delivered an activation plan that drove substantial revenue recovery and sustained post‑engagement growth.
.png)
Tommy Hilfiger womenswear repositioning across 20+ markets
Established a unified brand direction across 20+ markets. Established clear merchandising and marketing programs to focus on a premium, aspirational female consumer. Collection strategy delivered a framework for commercial success across a 4-5 year horizon with process and standards adopted globally that are used to this day.
.png)
Our practice leaders
.jpg)
VINCENT PANZANELLA
New York
Vincent focuses on brand and marketing at The Convened, leading brand transformations, partnerships and revenue growth. With a 20+ year background that spans global marketing and communications leadership across Perry Ellis, Tommy Hilfiger, Reckitt, and Sean John, today Vincent brings the same creativity, discipline and focus on results to a range of growth-minded brands.
%20v2.jpg)
FIONA MCDONNELL
Amsterdam
Fiona focuses on commercial strategy at The Convened, working on go-to-market, e-commerce and business-model transformation. She brings 30+ years across Amazon, Booking.com, McCormick and Nike, and a gift for making complicated commercial problems simple and customer-first.
.jpg)
ALEX VITERI
Boston
Alex focuses on strategy and customer growth at The Convened, helping companies move from ambiguity to clarity and act on critical inflection points before the market forces their hand. He brings 25+ years across retail, media, financial services and technology, advising C-suite leaders and private-equity portfolio companies on positioning, brand and the customer strategies to match.
.jpg)
MARK STOCKER
New York
Mark focuses on retail strategy and merchandising at The Convened, working with brands on repositioning, merchant leadership and omnichannel execution. He brings over 20 years at CEO and President level across iconic American retailers — Macy's, Lord & Taylor, New York & Company and Delta Galil — and the instincts of an operator who has carried full P&L accountability through the toughest stretches of modern retail.
.jpg)
MEIDA DAMAYANTI
Amsterdam
Meida focuses on brand and merchandising at The Convened, working with companies to sharpen positioning and turn brand into profitable, well-built collections. She brings 20+ years on the Tommy Hilfiger global team, including SVP of Womenswear, and the instincts of a founder who has built her own brands from scratch.
.jpg)
FERNANDO CICCARELLI
New York
Fernando focuses on international expansion at The Convened, helping US brands enter and grow across Asia — through market entry, distributor buyouts and direct-ownership transitions. He brings 20+ years across Supreme, Tumi and Coach in GM, Managing Director and CFO roles.