meet shelbi
my style
I work collaboratively with business owners who are deep in the day-to-day and want help making sense of where to focus next.
You are the expert on your business. My role is to help you step back, see patterns more clearly, and make decisions that are realistic, sustainable, and actionable. I’m direct, thoughtful, and practical, and I care a lot about helping people make progress without adding unnecessary complexity.
about me
I’ve spent my career working at the intersection of strategy, operations, and growth, inside real businesses with real constraints.
I began my career in strategy consulting, where I worked closely with senior leadership teams on growth strategy, competitive positioning, and performance improvement. That experience gave me a strong foundation in analytical thinking, disciplined decision-making, and understanding how strategy is meant to work on paper.
I later worked in corporate strategy, where I saw firsthand how strategic decisions translate, or fail to translate, inside complex, operating organizations. That experience reinforced an early lesson that still guides my work today: strategy only matters if it can actually be executed.
In 2009, I founded and led a wine importing and distribution company, building and scaling a multi-state business over 17 years. As a founder and CEO, I worked across pricing, sales, operations, logistics, and supply chain management, often simultaneously. I understand what it’s like to make growth decisions while managing cash flow, capacity limitations, team dynamics, and the demands of day-to-day execution.
That combination of experience across strategy, operations, and ownership shapes how I work today. I don’t approach growth as an abstract exercise. I help business owners make clear, intentional decisions that are grounded in how their business actually operates, and that can hold up in the real world.
beyond business
Outside of work, I’m a mom of two, and a lot of my life is about balancing family, work, and everything in between. I love to travel, dance, and bake, and I’m someone who gets energy from being curious, creative, and connected to the people around me.
I know firsthand how full life can be while running a business. That experience has shaped how I think about growth. Time and energy are limited, and the choices you make in your business affect more than just the bottom line. They affect how you spend your days, how present you can be, and how sustainable the work feels over the long term.
That’s why I care so much about helping business owners build growth that actually fits their lives. Not growth for growth’s sake, but progress that feels steady, intentional, and worth the effort.