Planning your next move in a crowded category?

As a Fractional Insight Leader, I help uncover white space, strengthen brand differentiation, and refine pack-price strategy by connecting research, category strategy, and innovation to drive smarter decisions.

Close-up of a smiling woman with long brown hair wearing a black blazer, white gold jewelry, and a watch, sitting at a white table against a gray background.
Gray Coca-Cola logo on a white background.

Companies I Worked With

Costa Coffee logo in gray text
Loblaw's logo with stylized tree and text.
Canada Goose logo featuring a stylized goose in a circular emblem with the text 'Canada Goose' beside it.
Nestlé logo featuring two birds on a nest
The Home Depot logo in gray and white.
Grey Canadian Tire logo with a maple leaf at the top.

Does this sound familiar?

Growth has slowed down or plateaued

You've established a strong brand and market presence, but competition is getting fierce and you need to revisit your brand and portfolio strategy.

You’ve hit every store shelf you could but velocity isn’t there

You’re missing the shopper and category insights that explain why products aren’t moving, and what will drive demand in-store.

You want to reduce risk in marketing and portfolio decisions

You’ve grown fast by going with the flow, but now you need a clearer view of where to focus, what to adjust, and how to make your next moves count.

You want product innovation to be more predictable

Launching new products that consistently meet market demands while managing existing product lines is a constant struggle.

You lack data-driven insights in decision-making

You're overwhelmed with data from various sources but lack the actionable insights needed to drive strategic decisions.

You need more leadership support

Your insights team needs leadership and streamlined processes to stay aligned with your company's strategic goals.

  • "Nadia significantly shaped our organization's growth and achievements. She navigates challenges adeptly and cuts through complexity with clarity and precision."

    Marcie Connan, Executive Vice President at Dig Insights

  • "I'm impressed by Nadia's ability to distill complex business briefs into simple and actionable research plans and results. She is super smart, responsive and a pleasure to work with."

    Maheen Ansari, Global Senior Director at Coca-Cola

A smiling woman with light brown hair, wearing earrings, a necklace, a ring, and a watch, sitting at a white table against a plain gray background.

Meet Your Fractional Insights Leader

Nadia Antropova

  • Expert in connecting B2C brands to customer hearts, minds, and needs.

  • Bring a decade of marketing research experience supporting the world’s leading brands on their growth journey.

  • Industry expertise: products for home (furniture, home décor, appliances, smart home devices), retail, beverages, confectionary and more.

  • Built a high-performing team and led them from zero to $3.6MM in revenue.

  • Extensive experience in the US and Canada, currently based in London (UK) serving clients worldwide.

  • Certified Executive and Business Coach.

  • My goal is to bring clarity and a data-driven approach to your business.

What does a Fractional Insights Leader do?

  • Defines the insight roadmap aligned to business goals (e.g. category growth, innovation pipeline, brand repositioning).

  • Delivers synthesised narratives with commercial implications.

  • Partners with marketing, brand, and product teams to shape new ideas and validate them before launch.

  • Acts as the voice of the customer in leadership discussions.

  • Designs and leads market research projects from brief to delivery.

  • Manages freelancers, agencies, and internal stakeholders.

  • Onboards and quality-controls new vendors and tools.

  • Provides flexible, senior-level insight support without the cost of a full-time hire.

Strategic Leadership

Fractional Commitment

'Fractional' means that you get the “right-for-you” level of services based on your company size, goals, and budget. Your remaining resources are then available for tactical support and executional needs.

This model is specifically designed for companies seeking an executive-level marketing leader to accelerate their growth without committing to a full-time hire.

  • "Nadia is quite simply amazing. Her attention to detail, keen eye for insight and her passion to push for the ‘so what’ make her an ideal business partner."

    Aileen O’Doherty, Brand Marketing Director at The Home Depot

Ways we can work together

Business Advisory

Executive-level support and strategic coaching to help founders and small teams make smarter brand, marketing, and product decisions.

Ideal for: small businesses needing guidance to clarify priorities, test ideas, or build a more effective approach.

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Insight-Led Growth Strategy

Build a clearer path to growth with insights that uncover demand spaces, sharpen brand positioning, and align teams around where to play and how to win.

Ideal for: companies facing growth plateaus or shifting consumer behaviour, looking to revisit their brand and portfolio strategy or build innovation pipelines.

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Integrated Leader

Add a senior insights leader and strategist to your insights team on a part-time basis to provide leadership and oversight of your research projects and strategy planning.

Ideal for: brands navigating category complexity, portfolio decisions, or innovation pipelines without a full-time insights lead or understaffed insights teams.

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Why work with me…

  • I work with only a few clients at a time to ensure everyone receives my personalized attention, whether you've hired me as a marketing coach or as an integrated leader.

  • My approach is rooted in marketing data and customer insights, not guessing.

  • My focus is on helping you achieve your goals, not tracking hours.

  • If you appreciate logical, structured individuals with creative, big-picture thinking, we’ll get along.