STYLE attracts consumers, builds intrigue and sets a brand apart. Style evolves over time.
SUBSTANCE is understanding what your brand stands for. Substance sets your course for the road ahead.
We build brands that are
Memorable, Sustainable, Lovable, and Knowledgable.
SHERI L KOETTING
Founder, Brand Strategist, Creative Director
Sheri is constantly seeking ways to improve consumer experience through better design. A self-described “brand archaeologist,” Sheri seeks to uncover the fundamentals of your brand, refining key stories so they rise to the surface and become clear for consumers. A frequent speaker, Sheri has also dedicated her career to elevating industry best practices. In 2002 Sheri co-founded the non-profit organization, Spark Design Professionals. In 2012 she began Evolve Symposium with industry consultant Emily Cohen, and in 2015 joined the Luxe Pack Conference Advisory Board. View Sheri’s speaking website here. >>
Sales and Distribution Advisor
Having held senior executive positions at Neutrogena, J&J, and Dermalogica, Cynthia brings the knowledge, creativity and track record to build beauty brands from concept to shelf that are poised for long-term growth. She has launched 12 new brands with over $145 million in revenue and is responsible for developing over 100 new products throughout the US, Europe, Asia and Latin America.
DAVID VAN VEEN
Digital Marketing Advisor
David delivers clear, actionable and comprehensive digital marketing and SEO plans that have had measurable results for clients. His proprietary on-page + off-page principles guide this work, ensuring that efforts are spent where it counts. With extensive work in the skincare and skin condition industry, David leverages industry leading information and user education to create robust e-commerce strategies.
Market Research Advisor
Judy has been named an “It” market researcher by WWD. She specializes in digital and traditional research methodologies, both qualitative and quantitative, that uncover actionable insights that guide and empower the creative process. She has held corporate strategic planning, marketing and research positions and has worked with beauty, fashion and health care global iconic brands as well as entrepreneurial start-ups. She teaches Market Research & Consumer Behavior at NYU.
An industry influencer and self-proclaimed beauty addict, Emily is obsessed with products as much as brand experiences! Prior to joining MSLK, Emily designed packaging for various brands at one of the largest cosmetic and skincare manufacturers in the United States. An expert at digital experiences, Emily has created UI/UX for companies such as Disney and Nickelodeon. To dig into Emily’s personal interests, check out @wishedmakeup, her popular Instagram account where she dreams up and designs the beauty products she craves.
Ashley is a graduate of The Pennsylvania State University with a Bachelor of Design. Originally from the Pittsburgh area, she is inspired by her lifelong love of fine arts and illustration. She has previously served as both a marketing graphic designer and a photographer for fashion brands. With a love for building brands and a background in the luxury retail space, Ashley likes to bring a sleek and glamorous point of view to her design work.
Dina is beauty obsessed and fascinated by all the intricacies of branding. In her previous positions, Dina managed social media and influencer marketing programs for both fashion and indie beauty brands. With a background in content development as well as project management Dina is both right and left brained. In her free time, Dina enjoys long strolls down the aisles of Ulta.
Armed with an English degree from U.C. Santa Barbara and a Fashion Marketing degree from Parsons, Desiree worked as a fashion editor in NYC before heading west to Sephora. There she helped launch Sephora.com 2.0 and its Canadian counterpart, then directed editorial copy for 600 Sephora inside JCPenney stores. Now part of our LA team, Desiree creates the perfect voice, compelling, clutter-free copy, and engaging, get-them-to-buy headlines for our brands.
MAUREEN O' BOYLE
Bookkeeper + Office Manager
Maureen manages day-to-day operations and finances, ensuring that all projects stay on budget and on time. Her tireless attention to detail allows the entire team to be highly responsive to our clients’ needs throughout the creative process. She has 20 years of experience in the creative space, working with both design and architecture firms.
Business Plan Advisor
Ted is an expert business consultant for startups and growth stage companies. He has co-founded, grown, and sold several businesses, and helps our clients with their growth strategy, financial projections, and investor presentations. A graduate of UPenn’s Wharton School of Business, Ted’s extensive industry experience includes tech, media & entertainment, consumer goods, and food & beverage.
Ron is a full-stack developer who has extensive experience building enterprise-level websites and applications for a range of clients, from startups to Fortune 500 companies such as Verizon, Google, Comcast, IBM and Cisco. His focus is on efficiency, performance and intuitive user experience, all while achieving business objectives.
Director of Culture
Grey is our official youth correspondent. His insights on the iGen / Gen-Z market help us understand how your future customers are learning and digesting information. Grey continually inspires us with his commitment to animal rights, social activism and his constant drive to make a difference.
Ashton is a constant source for laughter and positivity. His charming wit, unwavering optimism, and infinite curiosity make us smile every day. A self-proclaimed abstract artist, Ashton loves to create thoughtful and meaningful works. As he expresses himself, he inspires us to let our inner child influence our best work.
There’s nothing quite like a purring kitty to get the creative soul inspired. Lulu loves contributing to team meetings and may contribute an occasional “meow.” They say curiosity killed the cat, but Lulu proves the exact opposite. She constantly inspires us to think outside the box, and to chase that perfect patch of sunlight.
We're in the Business of Building Beautiful Relationships. (Literally.)
In order to keep our focus on the quality, not quantity, of our work, we work with only ten clients a year. We partner with big brands, boutique brands – you name it. We customize each plan to fit your individual needs and in-house capabilities. When you need something that is outside of MSLK’s core services, we have valuable industry contacts and are happy to share them. If you can dream it, we can achieve it together!