Challenger Brands need a proven Challenger Brand CMO. One that balances a deep understanding of Goliath with the hacker ethos of a startup. Invest in a seasoned full-time CMO too early and you accelerate your burn too quickly; too late, and momentum is halted. The solution: engage us as your fractional CMO.
WE HELP UNDERDOGS TRIUMPH
We work with brands you may not have heard of, but will. Brands driven by profit and purpose. Our engagements range from hours a week to mentor and advise your team, to days a week to build internal capabilities, accelerate momentum and help you secure your next round of funding.
Our clients include
THOUGHTFUL STRATEGY &
We develop plans that balances proven strategies to deliver results today, with experiments to enable the next phase of growth. We partner with your existing team and leverage our team to execute, optimize, and share performance on a mutually aligned dashboard.
FOUNDER & CMO
Rahul advises venture-funded startups to develop challenger brand strategies and successfully take on industry incumbents. Most notably, he helped transform ecobee from relative obscurity to the #2 thermostat brand in North America with a 30% market share. Prior to that, he ran an incubator for Walmart and developed a refurbishing infrastructure for US Stores that helped turned costly customer returns into a lucrative revenue stream. For these efforts, he was honored with Walmart's Innovation Champion Award, a fellowship with the Aspen Institute and by GOOD magazine as 1 of 100 people pushing the world forward.
Learn more about Rahul on LinkedIn
Nate leverages his previous agency and startup experience to build scalable processes that drive results for challenger brands. Most recently, Nate was the first marketing hire at Nucleus - an early-stage consumer tech startup - where he organized a brand redesign, built out a robust customer advocacy and referral program, managed affiliate and email marketing, and direct response acquisition spend. Less than 6 months after launch, Nucleus reached $4.5m in top-line revenue with a <$200k acquisition marketing budget. Nate enjoys integrating with existing teams to ensure cross-functional alignment towards a singular goal: felling the giant.
In modern usage, the phrase "David and Goliath" denotes an underdog situation, a contest where a smaller, weaker opponent faces a much bigger, stronger adversary — and wins.
History tells of David forgoing armour and taking a sling made of twine and five stones from a brook to fell Goliath. Our name - 5 and Vine - pays homage to the untraditional tools that contributed to David's victory.
Let us know what is keeping you up at night.