Gertrude Allen has over two decades of experience growing consumer-facing businesses both in the U.S. and in Europe. She brings a diverse set of skills and talents in marketing, operations, strategic planning, and brand building to Brand Project. She has helped launch (and revive) multiple consumer brands by identifying the optimal positioning for the brand, creating a unique business plan, establishing (or course-correcting) the business operations, and identifying sources of funding and/or an exit partner to create a win-win situation.
Gertrude began her career on the agency side where she managed large teams at multinational agencies, including Grey Global Group and Hill & Knowlton (a WPP company), for clients such as Procter & Gamble, Novartis Consumer Health and UPromise. She eventually began advising the leadership of emerging growth brands in sectors such as consumer technology, personal care and food & beverage. She has accumulated a wealth of knowledge and expertise in the health & wellness industry by working with companies in the better-for- you space, including both CPG and retail brands, such as RUNA (guayusa tea drinks) and Tasti D-Lite (frozen dessert chain).
Gertrude has been tapped by large private equity and venture capital firms to counsel their portfolio companies on growth-related strategies, as well as provide deal flow and advice on investment opportunities. She currently serves on the board of Ruby’s Naturals, a better-for-you snack company that markets the Ruby Rockets brand of fruit & veggie popsicles and non-dairy yogurt-style tubes. In addition, Gertrude is a shareholder of Conics Foods, a food tech company that licenses patented technology to make cone-shaped dough products.
Gertrude graduated magna cum laude from New York University, where she was a University Scholar award recipient and a member of the Phi Beta Kappa national honor society.
Gertrude lives in Long Island City with her husband and son, and works out of the Brand Project office in New York. She is constantly on the lookout for new products and business ideas.