top of page
Snowy Forest


I am a CPG industry veteran and active advisor to retailers, manufacturers, and solution providers.  I formed Tree Line Strategy Group after a 15+ year career at The Coca-Cola Company, NielsenIQ, and Acosta Group in order to bring my unique skills & perspective to a diverse set of clients in exciting industry verticals.  I advise companies on business strategy, customer development, category management, digital commerce, and insights-based sales strategies. 


Most recently, I held two simultaneous roles at The Coca-Cola Company.  I led eCommerce for its North American Operating Unit since 2019 – directing the end-to-end marketing and commercial operations functions for the $5.2B business and overseeing all digital marketing, content, revenue growth management, supply chain operations, and bottler/franchise leadership as the system P&L owner.  Additionally, I was fortunate to lead the Global Retail Media Practice across all markets – working with the agency (WPP) and cross-functional stakeholders to establish a sustainable, best-in-class strategy for executing media with retailers. 


Prior to my digital commerce work, I was the leader for the North American insights & analytics organization – reporting to the chief strategy officer.  A culmination of five years working in various analytics roles, I led this organization to its highest customer satisfaction ratings and the company achieved #1 rank among all suppliers in providing value through insights (as measured by the Advantage & Kantar surveys of customers).  Developing teams in shopper research, advanced analytics, media measurement, strategic analysis, and joint business planning, I was able to generate significant competitive advantages for the Coca-Cola System.  Of note, I co-founded the joint business planning process in 2014 that has revolutionized customer management across The Coca-Cola Company’s markets and is hailed as a significant driver of company success.  Working with two counterparts in sales capability, I developed the planning process and the growth model that fuels it via the data-led identification of joint business opportunities between the retailer and the company.


In addition to my experience at The Coca-Cola Company, I also worked at NielsenIQ in their client service and consulting team – specifically in the areas of business planning and marketing optimization.  Prior to Nielsen, I spent three years as a consultant and strategy analyst at Acosta Group – the nation’s largest CPG broker – where I advised over 50 different clients (brands and retailers) on engagements across a range of topics including sales strategy, assortment optimization, consumer research, and category management; and to which I credit many of my foundational skills used since.


My family and I live in Colorado’s front range where we are all avid skiers and enjoy everything that Western living has to offer.  I serve on multiple Boards of Directors and am an adviser to several industry organizations within the analytics and digital commerce disciplines.

Chief Customer Officer, Fortune 100 Company

“Joe has a gift at balancing EQ with his undoubtedly high IQ in the spaces of strategy, insights and data science. Highly recommend."

VP of Insights, $4B Consumer Goods company

"His capability of bringing the complex into an easy to understand story is amazing, he is insightful and always spot on with his recommendations."

Senior Consultant

“He has a true gift of distilling the complex into simple ideas and strategies. He is incredibly collaborative and values opinions from up, down and inside and outside.”
Mountain Landscape
  • LinkedIn

See all the recommendations Joe has received at LinkedIn

bottom of page