Mimi Anderson
Fractional CMO Services
Brand strategy, commercial growth, and innovation for CPG, wellness, beauty, and women's health brands. Senior marketing leadership without the full-time hire, from a partner who chips in exactly where you need it.
About
Hi. I'm Mimi Anderson.I'm a two-time CMO with a career spanning global CPG, growth-stage brands, and fractional leadership. I've led brands at Unilever and Revlon, and - most recently - built the brand strategy and go-to-market for a pre-revenue healthtech SaaS platform heading into launch. I hold an MBA from the Yale School of Management.My work sits at the intersection of consumer insight and commercial growth: understanding what people want, then building the brand and the plan to deliver it. I build AI into how marketing teams operate, from consumer research and positioning to content and go-to-market execution. Whether the audience is consumers or enterprise buyers, the discipline is the same.I founded Chip-In Marketing to bring that senior experience to companies that need it now, without the full-time commitment.
What I do
I read your business quickly and bring the right playbook, rather than forcing one formula onto every brand.My foundation is consumer brand building, from global CPG to growth-stage wellness and women's health, and I've carried that same discipline into B2B SaaS, leading go-to-market for a healthtech platform from a standing start.
Brand Strategy & Positioning
Sharp positioning, messaging, and identity that make your brand(s) the obvious choice in a crowded, fast-moving market.
Go-To-Market (GTM) & Activation
End-to-end GTM planning and execution across consumer and B2B, from pricing and channel strategy through to full-market activation.
Innovation & Product Strategy
Pipeline and roadmap building that turns consumer insights into what comes next, from white space to shelf-ready product.
Growth & Demand
Full-funnel growth across retail, DTC, and eCommerce, from SEO and site optimization to performance marketing and retention.
AI-Enabled Marketing
Modern, AI-enabled workflows across consumer research, positioning, content, and go-to-market planning that help a lean team move faster.
Marketing Leadership
Hands-on leadership that builds, mentors, and grows your marketing function, then sets it up to sustain momentum after the engagement ends.
Trusted Across Categories
The Proof
Recognizable brands, real numbers, and leaders who've seen my work firsthand:+76% REVENUE GROWTH:
CC Wellness 2020-2023, across eCommerce, retail & white label+21% REVENUE GROWTH:
pH-D & Con-Cret in 2025, through brand, eCommerce & retail#1 ON AMAZON:
Built brand architecture for #LubeLife, the top-selling lubricant$200MM+ PORTFOLIOS LED:
At Revlon across mass fragrance & color (eye & face)
TESTIMONIALS:"Mimi rebuilt pH-D's Go-To-Market from the ground up, strategy through execution, and gave the brand a fresh look and feel that finally matched where it was headed. She is brilliant, thinks like an owner, and is a genuine pleasure to work with. I would do work with her again in a heartbeat."
-- Kim Walls, Partner, Chameleon Collective"I had the opportunity to work closely with Mimi at CC Wellness and was consistently impressed by her ability to combine creativity with business results. She played a critical role in helping us strengthen the positioning of both our CC Wellness brands and our white label business, bringing fresh thinking and a clear understanding of how to build brands that resonate with customers.What sets Mimi apart is her ability to balance brand building with commercial objectives. She was a strong leader throughout the process, aligning cross-functional teams, pushing projects forward, and ensuring our work translated into real growth opportunities. Mimi brings energy, creativity, and strategic thinking to everything she does, and I would welcome the opportunity to work with her again."
-- Kong Son, Executive Vice President of Sales, CC Wellness"Mimi fundamentally designed our brand strategy from the ground up at Odd Foods. As a new company, we had absolutely no marketing experience in house. Mimi was able to help us define a core brand message, identify our valuable customer segments, and how to approach each group for the strongest connection. We were able to build our entire marketing approach around her work for years to come, firmly establishing our online and regional presence."
-- Andre Sequin, Co-Founder and Former CFO, Odd Foods
Let's talk!
Book a call or
send a note
If you need a marketing leader who can set the strategy and drive the results, let's have a conversation. I work flexibly -- monthly retainer, project-based, or fractional -- depending on what your business needs.