Built with instinct. Raised with strategy.

Samantha Guerreiro is the founder of Mother of Brands, a boutique brand consultancy for the CPG space—led by a marketer who’s scaled household names and mentored the next generation of brand builders.

Brands Sam has worked with.

From Procter & Gamble to King’s Hawaiian, I’ve helped raise brands with soul and scale—nurturing them through strategy, storytelling, and the occasional sprint to shelf.

My Portfolio

Modernizing an “old school” brand

Speed Stick was losing steam. Once a dominant force in men’s grooming, the brand had seen years of decline and an aging consumer base. With innovation flatlining and relevance slipping, we had a bold mission:
Modernize the brand. Attract younger consumers. And prove we still had the grit to compete.

Scaling a challenger brand

King’s Hawaiian is beloved in the West and South—but in the Northeast, we were still the new kid on the block. With fierce competition from local bakeries and legacy players like Martin’s, we needed to:

  1. Breakthrough in a region where sweet rolls weren’t part of the routine

  2. Drive national relevancy by shifting perception from “holiday side” to “everyday stable”.

Driving growth through new usage occasions

Community Engagement & Guerilla Marketing

Services Offered

Brand Strategy & Consulting

Whether you’re launching something new or course-correcting a legacy brand, I’ll help you find your edge—and tell the story in a way that sticks.

Areas of Expertise

  1. Brand Strategy & Positioning

  2. Innovation & Pipeline Development

  3. Commercialization & Go-to-Market Strategy

  4. Marketing Communications & Storytelling

  5. Experiential & Stunt marketing

  6. Omnichannel Strategy & Planning

Fractional CMO Services

Most CMOs and Heads of Marketing are too stretched to deliver real, hands-on coaching. That’s where I come in.

I work directly with junior and mid-level marketers to sharpen the skills that matter most in brand management—from decoding IRI/Nielsen, to crafting killer briefs, to turning dry data into stories that stick.

It’s the kind of high-touch training you’d expect from a blue-chip CPG—but customized for the pace and scrappiness of mid-sized teams.

Brand Bootcamp

Sometimes you need senior marketing leadership—just not on your payroll. I step in as a Fractional CMO to help brands sharpen their strategy, elevate their execution, and get more out of the resources they already have.

I bring the strategic clarity of a seasoned VP with the hands-on hustle of someone who still loves a good brief.

Areas of Expertise

  1. Team Structure + Organizational Design

  2. Integrated Campaign Development

  3. Media Strategy & Oversight

  4. Budget Oversight & Optimization

About Samantha

I’m Sam Guerreiro—a seasoned marketing executive turned brand consultant, fractional CMO, and career coach. I’ve spent 15+ years growing some of the most beloved names in CPG space (think Procter & Gamble, King’s Hawaiian, Cacique Foods). I’ve doubled brands, made dinner rolls famous, rebuilt teams, and brought strategic sparkle to both boardrooms and brainstorms.

Now? I help scrappy brands punch above their weight—and help emerging marketers find their voice.

Contact Us

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