go-to-market right, before they scale.
I help brands cut through the noise to get their
About
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.
Experience
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 multi-million dollars in annual recurring D2C and retail sales.
HighlightsNaming the company!
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!
Identified an influencer and affiliate led marketing strategy, working with leading non-toxic mom influencers on Instagram, to catapult Kudos growth and WOM, while keeping CAC super low
Sold out of our projected first month of supply in just our first week on shelf at Target, and continually exceeding expectations to become the 3rd largest natural diaper brand at Target within a year of launching
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.
HighlightsCreation 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
Interested in one of these offerings, or have something else in mind? I’d love to chat! You can reach me at me@moirafinicane.com
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.
“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 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 and 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. Watching her navigate the journey from online startup to Shark Tank and into a national Target launch was inspiring. 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, giving creative partners room to explore while ensuring the brand stays sharp and on-point."
—Veronique Zayas | Founder, Hatchmark StudioMy approach
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Get the differentiation right early. Clear positioning and a coherent story make everything else—from channels to content—work harder.
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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.
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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.
