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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
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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.
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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.
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Our practice leaders
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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.
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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.
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MARK STOCKER
New York
Mark advises on retail strategy and merchandising at The Convened, counselling brands and their leadership on repositioning, merchant leadership and omnichannel execution, and undertakes board-level engagements with Eunity Partners clients. 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.
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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.
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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.
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RUTH ROZENDAAL
Dusseldorf
Ruth focuses on product and go-to-market at The Convened, working on the category, brand and merchandising decisions that determine what a brand sells and how it reaches the consumer. She brings 25+ years across Nike, lululemon, adidas and Canada Goose in Global SVP and VP-level roles, with full P&L ownership across retail, e-commerce and wholesale.