Door 01 · Marketing Strategy & Experience

A marketing challenge. Solved with the whole picture.

Greater Sum takes on the marketing problems that need senior judgment: customer and market insight, positioning, go-to-market, communications and customer experience. We look at the whole picture, including where AI would change the answer and where it wouldn't.

What we take on

Where it starts.

Senior marketing judgment for growing companies without a CMO, leadership teams between hires, and marketing leaders who want a second senior head.

01

Brand & positioning

When the brand or the story has stopped working, we rebuild it: customer and market insight, positioning, brand architecture and messaging.

02

Go-to-market & launch

Take a product or service to market with a clear launch narrative, a channel plan, sales enablement and the measures that show whether it worked.

03

Customer experience & loyalty

Fix the journey and the communications around it, and give customers a reason to come back, from loyalty program design to the in-store and digital experience.

04

Fractional CMO

Keefe runs your marketing function part-time: the strategy, the team, the agencies, the budget, and a plan your leadership team signs off on.

How we work

Connect. Identify. Activate.

01

Connect

Research, sales, service, marketing and product each hold part of the customer picture. We fix the places where insight stops moving between them, with AI as the enabler: customer insight any team can draw on.

02

Identify

Choose the few moves worth making, ranked on value, cost, risk and time to impact, including what not to do.

03

Activate

Make them real: a sharper positioning, a launch plan, a better customer journey. Measures agreed before work starts.

We won't force AI into work that doesn't need it. Starting with an AI priority instead? →

Founder's track record

Selected work.

Work Keefe led before founding Greater Sum.

SweetgreenLoyaltyLed the strategic revamp of the loyalty program, redesigning the value exchange to build visit frequency, habit and customer lifetime value.
Signet JewelersBrand & journeyRebuilt brand and customer journey strategy across Jared, Kay and Zales, putting three retail brands on one path from discovery to purchase to loyalty.
Dave & Buster'sGuest experienceDirected the redesign of the on-premise guest journey, from arrival through play and dining, to close the gap between the brand's promise and the actual visit.
TilleyRepositioningRepositioned the heritage outdoor brand for a modern, culturally engaged audience without diluting the equity that built it.
Agency growthPositioning & pitchLed the agency-of-record wins for Kraft Canada, Axe, Revlon, American Express and Shaw Media. The positioning behind them effectively doubled agency billings in two years.
Shoppers Drug MartDigital platformLed the product development and experience team that managed the Shoppers Drug Mart Canada digital platform.

Work together

Find your greater sum.

Fractional seatOngoingKeefe leads marketing a few days a week, as a member of your leadership team.
ProjectFixed scope and feeA repositioning, a launch or a customer-experience fix, scoped and priced up front.
AdvisoryMonthlyA senior sounding board for a CEO or marketing leader.

Every engagement starts with a 30-minute conversation about the business need. If we're not the right fit, we'll say so.

Let's find your greater sum