I find the growth everyone else walked past.
For more than two decades, I helped leaders see the growth opportunities their teams can't, and make the better bets that create enterprise value.
I'm Denine Harper. I'm glad you're here.
For 20 years I've worked on the question of where growth comes from, across manufacturing, building products, industrials, construction, home goods, and consumer durables. I've done it inside Fortune 500s and PE-backed portfolios, on the agency side and in the operator's chair, running budgets up to $20M and marketing organizations spanning brand, product, channel, and sales.
My through-line showed up early. On the agency side, I repositioned Harley-Davidson around an audience everyone else had written off, women, helping the brand reach first-time riders through segmented content, personas, and multi-touch email programs. The work reversed a 37% share decline, lifted sales 11%, and drove a 177% increase in leads from the email program alone. I launched Sherwin-Williams' Color Visualizer, the first online interactive color tool of its kind, boosted brand engagement 47% and drove an 80% lift in in-store product pickups. Later at TPG Direct (Omnicom), I led Florida Blue's digital rebrand, growing brand preference 3.7% in 11 weeks. The lesson stuck.
“Growth usually hides where everyone else stopped looking.”
Then I went operator. At MetroPCS (through the T-Mobile acquisition) I ran marketing across 420+ retail locations and 100+ sub-markets. Led the regional rebrand to Metro by T-Mobile that gained 4 points of market share. Drove a 300% subscriber increase. Launched 22 new markets in two years. Growth in wireless was supposed to come down to price and coverage. It came down to knowing how to engineer it, market by market.
At PGT Innovations I ran a $20M budget and 9 agencies across a 5-brand portfolio worth $1B+ — 75% of the company's total sales. I led the 2023 repositioning that helped drive a 28% annual revenue lift, doubled unaided awareness, and boosted qualified lead generation 46%. Not long after, MITER acquired the company at a 60% premium over the unaffected share price.
That was the moment it all clicked. I was never in the marketing business. I was in the business of making a company worth more.
So I started DHx, became a Revenue Growth Advisor and Fractional Chief Marketing Officer for hire. Today I sit with CEOs and PE-backed leaders who know their company can grow faster than it is, and can't quite see where the next chapter is hiding. Finding it is the whole job, and I still love the moment the room goes quiet because someone finally sees it.
CAPABILITIES
Market, Audience & Customer Insight
Commercial Due Diligence
Business Case Development
Commercialization Strategy
Go-to-Market Strategy
Brand Strategy & Architecture
Brand & Product Positioning
Value Proposition & Messaging
Complex Channel Strategy
Sales & Marketing Alignment
Market Expansion
I'm based in Southwest Florida, which means most of my thinking happens near the water. I co-host The Intersection Podcast with Megan Kacvinsky and Steve Coffey, where we get into the messy reality of software adoption, channel sales, and executing a growth strategy. Every other week I write Building Blocks, a newsletter for building products leaders who'd rather see the shift coming than read about it after it hits their numbers.
If you want to know how I think before we ever talk, start with either one.
“One of Denine’s most commendable qualities is her passion for her work. She approaches every project with enthusiasm and a commitment to excellence. Denine has a positive demeanor, big ideas, and the expertise to substantiate them.”
— Debbie Bondonzi, Sr Channel Manager at Miter Brands
AWARDS AND HONORS
Webby Award — Sherwin-Williams Color Visualizer
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Viral Marketing Hall of Fame — Rita's Italian Ice
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Twitter Featured Case Study — Florida Blue rebrand
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Saber Award — Metro by T-Mobile top performing market
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4 Gold + 7 Silver Addy Awards
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Webby Award — Sherwin-Williams Color Visualizer | Viral Marketing Hall of Fame — Rita's Italian Ice | Twitter Featured Case Study — Florida Blue rebrand | Saber Award — Metro by T-Mobile top performing market | 4 Gold + 7 Silver Addy Awards |
Ask Me How I:
Reversed a 37% share decline at Harley-Davidson by repositioning the brand around the audience everyone else had written off, driving 11% YoY sales growth
Doubled retail engagement at Sherwin-Williams with the industry's first Color Visualizer, lifting in-store product pickups 80%
Gained 4 points of market share at MetroPCS, later Metro by T-Mobile, by leading the regional rebrand across 100+ sub-markets
Launched 22 new MetroPCS markets in 2 years through segmentation-driven marketing that drove a 300% subscriber increase
Led a 2023 repositioning at PGT Custom Windows and Doors that drove 28% annual revenue growth, doubled unaided awareness, and positioned PGT for acquisition at a 60% premium over unaffected share price when MITER acquired the company
Let's discuss how we can reach your goals.
20+ Years Inside Brands That Design, Make, and Move Product
WHAT I BELIEVE
