Cole Moir is a brand and growth marketing executive. Two decades taking challenger brands into category leadership and making legacy businesses interesting again.
Companies hire me when growth requires change.
I turn relevance into revenue. That has meant launching breakthrough technology before competitors could react, repositioning a value brand into the premium tier, and helping underdogs outmaneuver companies spending many times what we had.
I own all three disciplines that usually hold each other in contempt: strategy, creative, and measurement. I can tell you why something worked culturally and then show you the evidence underneath it.
Building an AI practice and advising brands through Cole Moir Growth.
How I work with companies →Selected work
Eight campaigns, four categories, one job: make people care, then prove it moved the business.
The official TV of football Sundays
Nobody upgrades their TV for a Tuesday. So we stopped buying the category and bought the occasion — and made the biggest stage in American marketing accountable to the shelf.
Betting on greatness before it happens
We picked fourteen athletes before the world was watching. Two defining Milano Cortina moments were ours.
Launching OLED against a decade of LG
Samsung spent ten years saying OLED wasn't good enough. Then it built a better one and had to sell the reversal.
Making Moto matter against Apple
You don't outshout Apple, you out-think the category. We announced an open ecosystem by strapping a phone to a rocket.
Sizzl, the dating app for bacon lovers
Bacon love isn't a preference, it's an identity. So we shipped a real dating app, and it moved real bacon.
Launching The Good Dish in weeks, not months
Syndication launches get a year of runway. The Dr. Oz Show ended abruptly, and we had weeks.
From great price to first choice
Value shoppers don’t want a cheap TV. They want to feel smart about a great one. So we stopped selling price.
Phone-Life Balance
The company that invented the mobile phone told the world to put it down. Then social-driven sales grew.
The record
If I can't measure it, I don't believe in it. Four numbers I'd defend in a board meeting.
Named America’s fastest-growing consumer electronics brand, back to back.
ROAS on $78M in annual global media, after consolidating 71 agencies into one.
Earned impressions for a bacon dating app, in a category that was falling.
Growth in site engagement, on a marketing organization built from nothing.
Culture creates attention. Strategy converts it.
Define winning first
What are the metrics. What does winning look like. It's the question nobody else in the room thinks to ask, and skipping it costs more than any media buy.
Start with the audience you have
Not the one you want. I watch companies make that mistake over and over, in creative and in media both. I used to make it too.
Create into where they already are
Football Sundays weren't a media placement. They were the one place TCL could be the obvious answer. Culture earns attention you can't buy at any price.
Measure it or don't claim it
Marketing Mix Modeling moved TCL's ROAS 23 percent and cut acquisition cost 16 percent. I'll admit the old way was more fun. The new way works more often.
Clarity beats cleverness
Ogilvy, 360i, Edelman, Motorola, Samsung, Sony Pictures Television, TCL. Two decades of growth that shows up in the P&L, not just in a deck.
Taste is the most underrated thing in marketing. Everyone has access to the same AI now. Without real taste it lands badly, and that gap is about to get very obvious.
Born and raised in Wyoming — my 307 area code is not spam. Experienced bull rider, three-time All-American diver, studied painting under Ted Waddell, unreasonable about sneakers.
Off the clock
Taste isn't a slide in a deck. It's what you notice when nobody's briefing you.
Not ready to hire a CMO. Still need one.
Fractional CMO leadership, brand and growth strategy, and making AI real inside a marketing team. I set the strategy, run the team, own the numbers, and report to your board like it's my P&L. At TCL, Samsung, and Motorola, it was.
See the services →Let's build something people talk about
Hiring a marketing leader, booking a speaker, or looking for a growth partner — either address reaches me.