About Us

Big CPG
expertise meets entrepreneurial agility.

We’ve redesigned the legacy agency model to get you to market faster, smarter, and ready to win. No promises. Only guarantees.

SmashBrand’s team of former brand owners and Fortune 100 CPG executives have faced your exact challenges. We’ve experienced the frustration of 200-page decks filled with jargon and little substance. So we created the agency we always wished we had – one focused on driving measurable results for your brand.

SmashBrand Partners

A unique blend of CPG veterans and successful entrepreneurs.

SmashBrand’s leadership team brings together the best of both worlds:

Seasoned CPG Executives:
Our partners bring decades of experience at Fortune 100 companies. We understand the intricacies of large-scale brand management and the power of data-driven decision making.
Serial CPG Entrepreneurs:
Our founders have built and scaled successful consumer brands. We know the challenges and opportunities that come with bringing new products to market.

Kevin Smith Chief Growth Officer

Kevin is a dynamic entrepreneur who has founded and scaled multiple successful e-commerce and in-store brands distributed across major retailers from Walmart to GNC, launching a chain of retail stores, a regional distribution company, and several nutrition brands with over $50 million in revenue.

Christy Lebor Strategy Group Director

Christy brings two decades of expertise from leading roles at Kraft, PepsiCo, Unilever, and JBS where she managed the development and transformation of household names. Her background spans launching new brands, refreshing legacy products, and driving global innovation in the food and beverage sector.

Shelbi Sturges Creative Director

Shelbi’s 30-year career spans award-winning design leadership for CPG giants like Kellogg’s and Publicis Groupe consistently delivering brands that exceed market performance. She leads our integrated design team in translating consumer insights into breakthrough brands that drives retail success.

Jeana Abboud Chief Operating Officer

Jeana is an agency veteran with over 20 years of experience leading top-tier, integrated teams and shaping vibrant, results-driven cultures. She has delivered success across global networks like WPP, Publicis, IPG, and Omnicom, while also elevating multiple high-performing boutique agencies.

Michael Keplinger Testing and Insights Director

Michael is a seasoned entrepreneur with two decades of experience using consumer insights and data to found multiple globally distributed CPG brands. He now leads innovation for our in-house consumer testing and insights systems, keeping us at the forefront of technology with best-in-class predictive capabilities.

Our in-house team
brings expertise from
the industries best companies.

SmashBrand’s in-house team members have “grown up” at world-class CPG companies, top creative agencies and market research firms. Strategists, creatives, and consumer testing analysts leverage decades of experience gained at these industry-leading companies.

This cross-functional team integration translates into actionable insights for brands of all sizes. We apply proven methodologies and data-driven approaches refined at the forefront of CPG innovation. Our team’s diverse background enables us to address challenges comprehensively, delivering strategies and designs that drive shelf performance and measurable growth without the guesswork.

Directly on shelf in a store
A friend told me about it
Online Marketing
Traditional Media Advert
From a promotion

64%

Packaging alone drives 64%
of all consumer brand
awareness in 2024

Transform your shelf presence, amplify
your sales.

The world of CPG is fiercely competitive and split-second decisions drive purchases. That means your packaging must do more than just look good. It needs to perform.

We’ve developed a consistent and repeatable process that marries data-driven insights with creative excellence, resulting in packaging that consistently outperforms in the market. Let’s create packaging that doesn’t just win design awards, but actively contributes to your bottom line. Because in this industry, real success is measured in gained market share and exceeded sales targets.

Talk to us

"*" indicates required fields

First Name*

Last Name*

Email*

Country*

Message/Project Details*

We take your privacy seriously. We do not sell or share your data. We use it to enhance your experience with our site and to analyze the performance of our marketing efforts. To learn more, please see our Privacy Notice.

I agree

Would you like to receive digital marketing insights in your inbox? We'll send you a few emails each month about our newest content, upcoming events, and new services.

Sign me up!

Name

This field is for validation purposes and should be left unchanged.

What happens next?

One of our experts will look over your details and contact you.
If needed, we’ll sign an NDA to keep the highest level of privacy.
We'll schedule a discovery call to discuss your specific job to be done and how we can help drive your brand's growth.