Our Engagement Model

The Living Story Company was founded on the belief that the most effective commerce strategies are built at the intersection of insight, experience, and adaptability.

With decades of experience working across global brands, retailers, and complex commercial environments, the founder established The Living Story Company to offer a more flexible, senior-led alternative to traditional consulting models. The focus is on practical strategy, real-world execution, and helping organizations move confidently through uncertainty.

Today, the company brings together independent experts who share this same philosophy—strategic thinkers who understand commerce as a living system and know how to translate complexity into clarity and action.

Based just outside New York City, Carl is an independent commerce consulting strategist with over 25 years of experience in building growth capabilities and leading organizational transformation across commerce, brand, shopper, and retail. He partners with senior leadership teams to unlock new sources of growth and translate marketing strategies into measurable commercial results.

Prior to founding his own consultancy, Carl built a career spanning both the client and agency sides of the industry. He held senior marketing and sales leadership roles at Unilever, The Coca-Cola Company, and L’Oréal, before moving into the global consulting and creative agency world. He has served in operating leadership roles with Kantar Consulting and WPP agencies, including Geometry Global (now VML Commerce) and, more recently, with TCC Loyalty Marketing, leading large teams through multi-market growth and transformation programs.