Most PE-backed industrial companies are not commercially underperforming because of bad products or bad people. They are underperforming because commercial transformation is genuinely hard to execute from the inside — especially while managing post-acquisition integration, operational priorities, and market pressure simultaneously. Townsend Franklin exists to close that gap.
We embed with the management team — not above it. That means working inside the commercial function, in real time, alongside the people who have to run the program after we leave.
Engagements are structured around outcomes, not hours. Every phase has a clear objective, a defined set of deliverables, and a handoff plan built in from the start.
The measure of a good engagement is not what we built while we were there. It is whether the team can sustain it two years after we leave.
Nina built her career inside PE-backed industrial companies, leading commercial transformation across the full stack: go-to-market strategy, messaging architecture, sales process design, brand activation, digital infrastructure, eCommerce, and marketing execution. She works directly with management teams, embedded in the business rather than advising from the outside.
Her background spans multiple ownership environments and post-acquisition integrations, with a track record of building scalable commercial programs that outlast the engagement. She has led marketing teams to true closed-loop ROI measurement, delivering 10X return on marketing investment, and built OKR frameworks that translate commercial strategy into team-level targets, accountability, and sustained execution.
Nina brings particular depth in sales process design, pipeline conversion methodology, and the post-acquisition commercial integration work that most businesses underinvest in. She is based in Charlotte, NC and works with clients across North America and Europe.
Townsend Franklin is built to do both. Every recommendation comes with an implementation path and a plan to run it. We do not hand off a strategy and move on.
What we leave behind is more important than what we build while we are there. That shapes how we build, who we involve, and what we document at every phase.
We work inside the commercial function, in real time, with the team that has to own the outcome. Problems move faster than advisory relationships, and so do we.
Whether you have a clear scope or just a sense that the commercial function is not where it needs to be, a 30-minute conversation is a good place to start.