Positioning & Growth · Giovana Cremasco

A conversation is enough.
I read the pattern others miss.

A decade of reading how brands, teams and markets really move — at adidas, Moooi and beyond — tells me what's holding yours back.
And I move it.

Book a SprintExplore Services

Who you're working with

Not an agency.
Me — from
week one.

I'm Giovana Cremasco — a multilingual pattern-decoder and systems thinker with over a decade across luxury design, global sport, NGOs, retail and consumer brands, including adidas and Moooi.

The Upper View is deliberately small. When you work with me you get a senior brand and marketing operator embedded in your team — not a deck from a junior. Two ways in: interim & fractional leadership, or strategy sprints for founders navigating positioning friction and growth plateaus. Short, precise, no vague advice.

Global campaignsBrand activationPattern decoderSystems thinkerGrowth strategyAI4H · AI for humansHigh-performing teamsFive languagesD2C · B2C · Multi-industry

Proof, not adjectives

91%
Avg global sell-through
20+ activations · adidas
€600K+
Raised in one campaign
Save the Children
€1.2M
Comms budget led
Moooi, global
20+
Recommendations
on LinkedIn

Precision built for founders
with no time for guessing.

Each engagement is scoped, focused, and built to move in days — not months. No vague decks. No retainers that drift.

What I'm known for

Brand Activation & Campaigns

Global activation and campaign strategy, end to end — the interim and freelance work I've delivered most, for the biggest brands. From concept to global rollout across markets, channels and cultures.

Interim · Freelance
Sprint

Positioning Sprint

Three to five days, one focused engagement. I diagnose the positioning gap, define your ideal client, sharpen the narrative, and hand you clear strategic direction.

3–5 Days
Project or interim

Growth Strategy

For founder-led brands hitting a growth ceiling. I map the friction, align the team, and build the playbook to unlock the next stage.

Project · Interim
Embedded

Fractional Leadership

A senior brand and marketing operator inside your team, delivering from week one — without the cost of a full-time hire.

Retainer
Project

Narrative & Messaging

How your brand is perceived decides what it's worth. I build the narrative architecture that makes it unmistakable across channels, markets and cultures.

Project-based
Where I'm heading

AI4H Enablement

AI for humans — technology in service of people, not the other way around. I help founder-led teams put AI to work where it actually moves the needle.

Advisory
"The market moves fast. Founders who win move with precision — not volume."
Giovana Cremasco — The Upper View

In their words

Big players trusted the read.

A few of 20+ recommendations. In English and Dutch — because I work in both.

Moooi

"A strong analytical mind — a bullshit-detector. If you think of fooling her, you'd better prepare your sources and numbers. Her positive energy and can-do mentality are a great boost to any organisation."

Niels Keller

Sustainable Solution Development · colleague at Moooi

Save the Children

"Waar anderen problemen zien, ziet zij kansen. Wat mij vooral bijblijft, is haar strategische blik en haar vermogen om koers te houden, ook in uitdagende omstandigheden."

Anthea van den Berg-Koopman

Interim marketing & org advisor · worked together at Save the Children

Save the Children

"With her precision and no-nonsense approach, she's a real asset to any team. She not only managed campaigns effectively but introduced processes that truly made a difference."

Niels Verhart

Brand Marketing & Innovation · worked together at Save the Children

Moooi

"Her way of organising complex strategies is something that amazes me. She was always able to show me results I could work with, and attracted many new customers. If you get the chance to work with Giovana, take it."

Jeffrey Dral

Creative freelancer & brand manager · worked together at Moooi

Leapfrog 3D Printers

"Giovana is a great leader, able to keep her team focused on targets — building growth systems and driving AI implementation. Her greatest quality is a focused mindset that pays attention to the details that matter."

Ben Diallo

Growth Marketing & GTM Engineering · reported to Giovana at Leapfrog 3D Printers

Leapfrog 3D Printers

"Giovana will not allow a low-quality marketing product to be released. Her strong personality, creative energy and great writing skills streamlined our marketing and greatly improved our productivity."

Sander Adam

Head of Trading, Blocktraders · managed Giovana at Leapfrog 3D Printers

Good to Give

"Als je ooit je idee aan het vliegen wilt krijgen, dan is Giovana de dame die je moet hebben. Communiceert helder in meerdere talen en kruipt snel onder de huid van het idee en maakt het zich eigen."

Michael Weber

Manager / Owner · worked together at Good to Give

Moooi

"If Giovana promises something, she makes it happen. My tag cloud for her: inspiration, passion, creative, energetic, results-driven, positive."

Corinna Van Santen

Clear processes & collaboration · worked together at Moooi

Read 20+ recommendations on LinkedIn →

Beyond the strategy

Strategy is one half.
The writing is the other.

The same pattern-reading that shapes brands runs through everything I make. Want to know who you're really working with? Start here.

The Girl on the Grass
My literary memoir, out worldwide. A trilogy about survival, becoming, and the stories underneath the ones we tell.
Read the book →
The Meadow
The world I'm building around the books — field notes on becoming, for those who feel the quiet pull.
Enter the Meadow →
giosdays
The hub — how I think, in public. Where the strategy, the writing and the rest of the work all connect.
Explore the hub →

Ready to move
with precision?

See the work, or start the conversation.

Book a Sprint →See Selected Work →
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Selected Work

Work that moved
the needle.

Global brand activations, campaign strategy, and consulting engagements across sport, luxury, retail, NGO and consumer goods.

Campaigns & Global Activations

Save the Children Dream a Little Dream

NGO · Winter Campaign

Save the Children: Dream a Little Dream

Kickstarting the partnership with TBWA\NEBOKO — a campaign designed to raise funds to aid children facing lack of infrastructure throughout the winter season.

Interim Senior Marketing Strategist

Save the Children: Honger

NGO · End-of-Year Campaign

Save the Children: Honger kent geen medeleven

An omnichannel activation with Noise, including a Christmas tree at the Royal Christmas Market in Den Haag. The largest end-of-year campaign in Save the Children Nederland's history — €600K+ raised in six weeks.

Interim Senior Marketing Strategist

aO x Parley

Sport · Sustainability

aO × Parley

Digital strategy to launch the collection removing ocean plastic — CRM, dotcom, apps, socials and PR across global markets.

Global Digital Activation Strategy & PM

aO x KoRn

Sport · Entertainment

aO × KoRn

Digital strategy for the global partnership launch — campaign pages, editorials, and co-ordinated rollout across dotcom, apps, retail, socials and PR.

Global Digital Activation Strategy & PM

Adilicious

Sport · Retail · Hyper-local

Adilicious

Omnichannel strategy for 11 silhouettes across 11 cities — NYC, LA, Paris, London, Berlin, Seoul, Shanghai and beyond. A 9-month global project.

Global Digital Activation Strategy & PM

aO x BAPE

Sport · Fashion · Design

aO × BAPE

Digital strategy to launch the aO × BAPE Forum silhouette globally across dotcom, apps, socials and PR.

Global Digital Activation Strategy & PM

Consulting Engagements

01

Good to Give

Wholesale Fair Trade Retail · goodtogive.nl

Full rebranding and digital strategy for a B2B fair-trade gift supplier — new corporate identity, website and user experience. Delivered with Studio Redefined.

Rebranding · Digital Strategy · PM
02

Eurapco

Insurance Alliance · eurapco.com

Marketing and sustainability action plan for the European alliance of insurers — a 5-part strategic report applicable across all 7 member countries.

Marketing Strategy · Sustainability · Report
03

Oxfam Novib

International NGO · oxfamnovib.nl

Omnichannel fundraising acquisition strategy for global humanitarian campaigns — full plan of approach, supporter journey design, and cross-functional alignment.

Acquisition Strategy · Supporter Journey
04

Rotterdamp

Community-led Retail Brand · Rotterdam

The first engagement at The Upper View. Complete brand transformation — identity system, tone of voice, website redesign, extended to in-store renovation aligned to the new direction.

Brand Transformation · TOV · Web

Want to see what this looks like
for your brand?

Let's Talk Strategy →

Contact

Let's find what's
holding your brand back.

Every sprint starts with an honest conversation. You already sense something isn't landing — let's name it, then fix it.

Start here

Pick the door that fits.

Each one opens an email, already written for you — just fill in the blanks and send. No forms, no funnels. Straight to my inbox.

Ready to move

Book a Sprint

You know something's off in your positioning, and you want it named and fixed in days — not months.

Open the email →Need a senior pair of hands

Interim & Fractional

You need a senior brand or marketing operator embedded in the team, delivering from week one.

Open the email →Not sure yet

Just say hello

You've got a situation you can't quite name yet. Start the conversation, and we'll find the shape of it together.

Open the email →
◇

30-Minute Discovery Call

Where you are, where you need to be,
and whether we're the right fit.
No pitch — an honest conversation.

Book a Call →
✎

Write to me directly

Prefer your own words?
Open a blank email and tell me
what's going on.

Email Me →
01.An honest conversation about your brand challenge
02.I'll tell you clearly whether — and how — I can help
03.A scoped proposal within 48 hours if there's a fit

Based in

Rotterdam,
The Netherlands

Working

Europe &
globally

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