CPG Leadership, Tailored to the Demands of Your Business
Revenue growth and commercial strategy from a proven C-suite operator — scaled to the capacity your business needs. Dan Spaulding delivers C-suite-level go-to-market strategy, analytics-driven decision making, and tailored retail and ecommerce programs for consumer brands ready to scale — without the overhead of a full-time hire.
Across CPG and consumer electronics, Dan has built and executed commercial strategies at every level — from early sales and commercial roles at Procter & Gamble and Kraft General Foods, to leading North American operations for Sony PlayStation, to scaling a $350M distributor to $800M as CRO. He brings deep, established partnerships with Walmart, Amazon, Target, Best Buy, Costco, Sam's Club, and more — deployed as strategic advisory, fractional leadership, or project-based engagement.
$3.7B
P&L Accountability
20+
Years C-Suite Experience
$450M+
Revenue Growth Led
About Dan Spaulding
Dan Spaulding is a senior commercial executive whose career spans consumer electronics, CPG, gaming, and major retail. He spent 14 years at Sony Interactive Entertainment — ultimately serving as VP of North American Sales & Planning and chairing the Global Commercial Operating Group, with responsibility for worldwide go-to-market strategy, pricing architecture, and P&L oversight across North America, Europe, and Asia-Pacific.
As Chief Revenue Officer at Solutions 2 GO, Dan led a business transformation that scaled revenue from $350M to $800M — navigating one of the most dramatic market shifts in consumer products as physical distribution gave way to digital. Most recently, he served as interim CRO at a consumer electronics company, resetting the commercial strategy and leading the business through a successful acquisition.
Dan’s career began in sales and commercial roles at Procter & Gamble / Gillette, Kraft General Foods — grounding him in consumer insight and category leadership that has informed every commercial role since. At PlayStation, he developed strategies for the launches of PS3, PS4, PS5, PSVR, delivered 22% revenue growth and 8.5% market share gains against Nintendo and Microsoft, and managed relationships with 30+ software publishers.
At Solutions 2 GO, Dan diagnosed a declining core market and orchestrated a diversification strategy — identifying adjacent opportunities, securing strategic distribution partnerships, and building an omnichannel network from 2 retailers to 15+ national and regional partners. This required deep expertise in distributor economics, retailer negotiations, and the ability to build commercial infrastructure from the ground up.
Dan’s work sits at the intersection of strategy and execution — building the structures, relationships, and teams that drive sustainable revenue growth. He has led transformations at global enterprises, mid-market companies, and high-growth startups. He founded Spaulding Executive Advisors to bring that operating depth to companies navigating growth, complexity, or change.
Areas of Expertise
What We Help Companies Solve
Real operating experience — not theoretical consulting. Dan has sat in the seat, built the teams, and delivered the results at companies ranging from global enterprises to growth-stage startups.
01
Go-to-Market Strategy & Retail Execution
Building go-to-market plans that align product, sales, and retail execution behind a common commercial objective. Whether you're entering major retail for the first time or resetting an existing strategy, Dan brings decades of executive-level relationships and a proven playbook for winning shelf space, promotional support, and long-term partnership commitment.
Channel architecture · Retail sell-in strategy · Promotional planning · Pricing & assortment · New account development
02
Business Diversification & Transformation
Dan led a business through one of the most significant market disruptions in consumer products — the rapid transition from physical to digital in gaming — and more than doubled revenue by identifying adjacent opportunities, restructuring the commercial model, and building an omnichannel engine from the ground up. If your core market is shifting, Dan has navigated it.
The day-to-day commercial engine that drives a consumer brand: distribution strategy, retailer deductions and chargebacks, inventory planning, marketplace management across Amazon, Walmart.com, BestBuy.com, and more. Dan understands the operational complexity of selling through major retail — both physical and digital shelf — and how to optimize performance across every channel.
Structured to deliver real impact with the flexibility to scale as your business requires. Every engagement starts with a discovery call — no pitch, just a direct conversation about where you are and where you're trying to go.
Fractional CCO / CRO
Ongoing senior commercial leadership, typically 2–3 days per week.
Embedded leadership · Owns commercial outcomes · True member of your team
Project-Based Advisory
A defined scope with clear deliverables: a GTM plan, a retailer strategy, a revenue diagnostic.
