Tonya Berry

I help business owners and growing brands turn ideas, challenges, and growth opportunities into clear, practical strategies.

With more than 25 years of experience in brand strategy, marketing, growth, product development, retail, and go-to-market planning, I bring senior-level expertise to businesses that may not need, or be ready to hire, a full-time marketing executive.

I can help you

• Clarify your brand positioning and competitive advantage
• Develop a practical marketing or growth strategy
• Build a go-to-market plan for a new product, service, or business
• Identify the right customers, markets, sales channels, and priorities
• Research competitors and market opportunities
• Improve your value proposition and customer messaging
• Create a commercialization, retail, or market-entry roadmap
• Organize scattered ideas into a focused action plan
• Develop executive presentations, pitch decks, and strategic recommendations
• Facilitate brand, marketing, and strategic planning workshops

My background includes leading strategy and growth initiatives for recognized brands such as Serta, Beautyrest, Tuft & Needle, Scott, Kleenex, Depend, Poise, SkinCeuticals, Matrix, and Zep. I have worked across consumer products, retail, ecommerce, beauty, healthcare, home and bedding, cleaning, hospitality, and business-to-business markets.

I have managed a $3.1 billion global licensing portfolio, supported business growth across more than 180 markets, delivered 22% royalty-revenue growth, and led a portfolio optimization initiative that generated $10 million in savings.

That experience matters, but my work is not limited to large corporations. I enjoy helping entrepreneurs, small and midsized companies, founder-led businesses, and emerging brands solve problems that are blocking growth.

Clients typically contact me when they have too many ideas, unclear priorities, inconsistent branding, a product they need to launch, or a business that has reached its next stage without a clear plan.

You will receive thoughtful analysis, direct recommendations, and professional work you can actually use. I do not provide generic advice or recycled templates. Every engagement is structured around your business, customers, market, resources, and goals.

Across my career, I have been known for helping businesses find clearer, more profitable paths to growth. I bring together brand strategy, customer insight, portfolio decisions, go-to-market planning, partnerships, and commercial execution to answer three questions: Where should the business grow? How can it win? What should happen next?

As Founder and Principal of Branded Possibilities, I advise businesses on brand positioning, growth strategy, market opportunities, product launches, licensing, retail expansion, and commercialization. I turn research, ideas, and competing priorities into focused recommendations and actionable plans.

Previously, as Vice President and General Manager at Serta Simmons Bedding, I led global licensing, brand expansion, product development, and partner growth for Serta, Beautyrest, Simmons, and Tuft & Needle. I managed a $3.1B portfolio across 70+ partners and 180+ markets and delivered 22% royalty-revenue growth.

At Zep, I led corporate strategy, brand transformation, segmentation, innovation, pricing, portfolio optimization, and go-to-market planning. My work included a global SKU rationalization program that generated $10MM in savings.

Earlier roles at Kimberly-Clark, oneCARE, Novartis, L’Oréal, and Accenture strengthened my expertise in consumer insight, brand building, product commercialization, retail strategy, international expansion, and cross-functional leadership.

I am particularly effective at simplifying complexity, identifying the strongest growth opportunities, aligning stakeholders, and converting strategy into practical decisions, roadmaps, presentations, and execution plans.

• Wharton Executive Education, The Executive’s Guide to Entrepreneurial Strategy: Developing the Mindset and Mechanisms for Innovation, 2026
• Harvard Business School Executive Education, Advent Leadership Academy, 2022
• Columbia Business School, Master of Business Administration, Business Administration and Management with a concentration in Marketing
• University of Virginia, Master of Science in Engineering and Applied Mechanics
• Duke University, Bachelor of Science in Engineering
• Mediabistro, Digital Marketing Certificate