Text saying 'go to market with Moira' over a background of Kudos diaper lifestyle image

A photo of Moira wearing a purple knit sweater outdoors with blurred background of buildings and trees.

I help scaling brands cut through the noise to get their

go-to-market right.

About

Close-up of four light brown paint strokes on a white background.

Illustration of a woman with hand on her hip, wearing wide-leg pants, a long-sleeved top, and sneakers, with long blonde hair, posed thoughtfully on a black background.

Hi, I’m Moira! I build brands in fast-moving, resource-light, make-it-work environments, where progress beats perfection, and learning never stops.

From leading global product marketing in the earliest days of Uber Eats to scaling Kudos from zero to eight figures in ARR as a one-person marketing team, I know how to cut through noise and build what actually works.

If you’re building something new, I’d love to help you make it stand out and scale.

A family of five sitting at a dining table on a porch overlooking a marina with boats. The family includes a father, mother, and three young daughters, all smiling. The sunset casts a warm glow over the scene.

A family of four riding a mechanical horse at an indoor amusement park, with a young girl holding the horse's reins and her parents smiling behind her.

A family of four at a park, with two children on swings, a woman smiling behind a girl, and a man standing behind a younger girl, all in front of a red barn and green trees.

Experience

Black background with an orange arrow pointing diagonally upward and to the right.

A baby lying on a patterned rug, looking up with an open mouth, holding their feet, next to a pack of KUDOS baby diapers.

Close-up of the word 'KUDOS' written in large, bold, pink letters on a black background.

Founding team member, 3rd employee, and Head of Marketing for Kudos diapers (where I was the only internal marketing hire for 5 out of my 6 years). Built and led marketing from pre-launch to eight figures of annual recurring D2C and retail sales.

Highlights

Double-deal on Shark Tank with Mark Cuban and Gwyneth Paltrow
Featured in Motherly, Scary Mommy, Romper, Best of the Bump, Fast Company, CNBC, Forbes, Boston Globe, TechCrunch, and more!
Spearheaded influencer and affiliate led marketing strategy to catapult Kudos growth, while keeping CAC low
Sold out of projected first month of supply during first week on shelf, and continually exceeded expectations to become the 3rd largest natural diaper brand at Target within a year of launching

A woman packing food into an Uber Eats paper bag in a kitchen with two men in the background.

First global product marketing manger dedicated to couriers. Later promoted to lead global restaurant product marketing as well during one of the company’s fastest growth periods.

Highlights

Creation of foundational marketing assets (photography, email flows, curriculum) across courier and restaurant audiences, and ownership over positioning and go-to-market strategy for all new product features
Courier lead for Uber-wide 180 Days of Change campaign
Website overhaul for UberEats restaurants
Rapid growth from less than 30 cities worldwide (when I first started) to over 400 cities worldwide (at the time I left)!

How we can work together

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Interested in one of these offerings, or have something else in mind? Reach out to me@moirafinicane.com or use the button below to schedule a call!

Let's chat

Go-to-Market Strategy

What it is: A focused game plan to define who you're for, why you win, and how your product should be brought to market.

Why it matters: Get the strategy right before investing in scaling.

Strategic Marketing Projects

What it is: A focused engagement to solve a specific marketing challenge — such as a website revamp, investor deck, feature launch, or rethinking retention.

Why it matters: You know what you want to achieve, but need a marketing leader who can work independently or coordinate teams.

Website Architecture

What it is: Blueprint for your website messaging. Includes directional copy. Does not include design, but I can recommend designers and developers, or work directly with yours!

Why it matters: Know what you want to highlight and why before engaging with copywriters, designers, and developers.

Fractional CMO Support

What it is: Ongoing strategic partnership with founders and leadership teams.

Why it matters: Senior-level marketing support and decision making, without committing to the cost of a full-time CMO.

Mini Strategy Session

What it is: A short, high-leverage engagement focused on one clearly defined marketing or go-to-market question. Includes prep, a live working session, and written recommendations.

Why it matters: Ideal for fast clarity, a second opinion, or help making a high-stakes decision — without committing to a longer engagement.

“I can’t say enough positive things about Moira! As Head of Marketing, she was our first marketing hire at Kudos and grew us from zero to an eight-figure brand as a one-person marketing team. Moira is rare in that she’s exceptional on the strategy side and equally strong in execution—she’s just as comfortable setting the vision as she is getting deep in the weeds to make it happen. She’s incredibly knowledgeable across all facets of marketing and an outstanding communicator. Any company would be lucky to work with her!”

— Amrita Saigal | Founder & CEO, Kudos

"Moira is one of the most thoughtful and capable marketing leaders I’ve had the privilege to work alongside, and I can’t recommend her highly enough to any brand looking to grow both strategically and creatively. She truly is a Swiss Army knife for brands looking to make a big impact and grow in their market. She handles high-stakes moments with a level of calm and clarity that is rare. She is deeply strategic, incredibly organized, and walks the line between creative exploration and driving measurable results with ad partners. At the same time, she is collaborative and truly wonderful to work alongside."

— Veronique Zayas | Founder, Hatchmark Studio

“Moira isn’t just a genuinely good person, she’s a rare and intuitive marketing leader who can flex from major tech (Uber Eats) to startup launches (Kudos). It’s a privilege to work with her. Any smart company would hire Moira in an instant.”

— Marley Tito | Creative Brand Strategist, LinkedIn, Uber, Twitter/X

“I had the pleasure of working with Moira for several years, and she is simply one of the best marketing minds I've encountered. She took our student loan rewards product from zero to launch with remarkable instincts, creative messaging, and a work ethic that consistently raised the bar for the whole team. What sets Moira apart is how quickly she gets up to speed in a new space, her natural creative instincts, and her ability to bring people together to do the work. Anyone looking for a sharp, collaborative marketing leader would be lucky to partner with her.”

— Meera Oliva | CMO, Candidly (Former CMO, Valore)

My approach

Get the differentiation right early. Clear positioning and a coherent story make everything else—from channels to content—work harder.
Strategy should create momentum, not sit on a slide. I help turn decisions into usable materials so teams can execute, glean insights, and iterate quickly.
Early-stage reality demands focus. Prioritize ruthlessly, build only what’s needed, and bring in partners at the right moment to make every marketing dollar count.