Commercial leader / Co-founder / Product strategist

Products
people want.
Businesses
that work.

I help consumer businesses connect what customers want with what it takes to deliver—bringing product strategy, commercial judgment, and execution together in pursuit of profitable growth.

Explore selected work ↘How I think →
Seattle, Washington · Selected work / 2026Different pieces. One workable whole.
How I work

Great products matter.
So do the economics
behind them.

CUSTOMER / ECONOMICS / EXECUTION

I start with the customer, work through the commercial choices, and stay close to execution. The aim is a product people have a reason to choose, a sensible cost to deliver it, and a team that knows what comes next.

Strawberry, lemon and peach still life
01 / GOODIEZ · VALUE-LINE STRATEGY

Better value starts long before the price tag.

A value line needs its own reason to exist. My work on Goodiez brought customer value, product positioning, pricing, and delivery requirements into the same conversation: how to offer an accessible choice with a clear place alongside Swifts.

The decision behind the workDefine the offer first, then consider the packaging, sourcing, and production choices needed to support it.
A closer look at the thinking
The challenge
Make value easy to understand without blurring the difference between products in the range.
My contribution
Connect the customer proposition with pricing, packaging, and practical delivery requirements.
Why it matters
A price only makes sense when the product promise and the cost of delivering it fit together.
Chocolate, caramel and peanut still life
02 / SWIFTS · MARKET DEVELOPMENT

Make a product people want. Then make it move.

A launch needs more than a finished product. Across my separate roles at Green Labs and Swifts Brands, I connect positioning with the people bringing the range to market—helping sales teams explain the offer, supporting retail relationships, and bringing feedback into the next decision.

The decision behind the workBuild the route to the customer alongside the product story, so the team can explain the offer and support it in market.
A closer look at the thinking
The challenge
Carry a product’s value from the launch conversation into everyday sales and retail interactions.
My contribution
Work across product positioning, sales support, retail relationships, and market development.
Why it matters
Customer questions and retail feedback can reveal what needs a clearer explanation—or a better product decision.
03 / PRODUCT EXPERIENCE · CUSTOMER CONNECTION

Take the
edge off.

The starting point was a simple round mold. I helped develop an angular truffle with a clipped corner, giving our “Take the edge off” campaigns a connection customers could see in the product itself.

The aim was a small moment of recognition: the shape and the phrase making sense together. It is how I think about customer connection—finding a detail that makes the experience feel considered and worth remembering.

Unbranded cut-corner truffle form
Copper ribbon passing through ivory planes
04 / OPERATIONS · MAKING IT HAPPEN

Give the idea a workable path.

A supplier’s price is one part of the decision. Order quantities, packaging requirements, freight, and timing also shape what a product will cost and when it can reach customers.

Through purchasing and supplier coordination, I help teams compare those trade-offs early. The goal is to make a commercially sensible choice that the operation can actually deliver.

Commercial Launch Studio interface with packaging choices and illustrative pricing assumptions
COMMERCIAL LAUNCH STUDIO / WORKING PROTOTYPE
05 / COMMERCIAL LAUNCH STUDIO

Make the thinking usable.

A useful tool makes a complicated decision easier to discuss. I build tools that put choices and assumptions in front of the team, so the next step is clearer.

In Commercial Launch Studio, compare packaging choices and explore how they affect product economics. It is a working example of how I turn a broad question into a decision people can discuss.

Explore the studio ↗

Fictional brand. Illustrative inputs. A practical way to explore the trade-offs.

PUBLIC REPORTING / INTERVIEWS / RECORDS

The work, with context.

Read the original reporting, interviews, and records behind the stories. Each source includes a note on what it supports.

Trade publication / attributed statement

Prepared Foods

Chocolate-bar launch coverage featuring my comments on the products.

August 27, 2024Read the original

Original interview

AskGrowers

My published perspective on customers, teamwork, and business relationships.

August 21, 2020; updated October 18, 2023Read the original

Reported interview

MJBizDaily

My perspective on choosing seasonal products that fit the market and the operation.

October 1, 2018Read the original
Explore all 9 public sources

  • Prepared Foods — Chocolate-bar launch coverage

    August 27, 2024

    The launch of Crunchy Munchies and Stellar Bites, and a statement attributed to Oliver Stannard as director of business development.

    Open source

  • Leaf Nation — Chocolate-bar product review

    July 5, 2024

    Published product coverage of the two chocolate bars. It does not assign individual development credit.

    Open source

  • AskGrowers — Interview with Oliver at Green Labs

    August 21, 2020; updated October 18, 2023

    Oliver’s published comments about underserved customers, teamwork, and business relationships.

    Open source

  • MJBizDaily — Seasonal product strategy

    October 1, 2018

    Oliver’s published perspective on launch timing, manufacturing fit, and portfolio decisions. Historical reporting, not current regulatory guidance.

    Open source

  • MJBizDaily — Washington edibles policy coverage

    October 4, 2018

    Identifies Oliver as Green Labs’ director of business development and quotes his response to a 2018 policy development.

    Open source

  • Leaf Nation — Northwest edible product roundup

    2024 edition

    Includes Goodiez Berry Punch gummies. The feature documents the product, not individual authorship or financial performance.

    Open source

  • Weedmaps — Goodiez Strawberry Lemonade listing

    Public listing; checked October 16, 2026

    A publicly listed Goodiez product and its flavor/variant identity. Listing information may change.

    Open source

  • Swifts — Official chocolate collection

    Checked October 16, 2026

    The brand’s public assortment and product formats. Brand information is distinguished from independent coverage.

    Open source

  • Washington State Legislature — HB 1500 House committee report

    2019 committee record

    Names Oliver Stannard, The Cannabis Alliance, among people testifying in support. This does not establish authorship of the bill or responsibility for its passage.

    Open source

Product coverage documents products; named interviews document my published statements. Role summaries and project reflections are my own account. Historical reporting is presented with its date. Sources do not establish sole authorship or company-wide financial outcomes.

ABOUT OLIVER

Curious by nature.
A builder at heart.

I’m based in Seattle, and I’ve always liked figuring out how things work. In business, that curiosity takes me from the customer’s experience to the details behind it: the product, the people, and what it takes to deliver.

My background is in regulated consumer businesses, where creativity and practical judgment need to work together. Away from work, I’m usually with my family or building something at home or in the garden. I like having something tangible to show for the effort.

Green Labs LLCDirector of Business Development · Current
Swifts BrandsCo-Founder · Current

Separate businesses and concurrent roles.

Strategy made tangible / Let's talk

What are you
working on?

If you need someone who can connect the product, the customer, and the business behind it, I’d welcome a conversation.

Start a conversation ↗Connect on LinkedIn ↗Open to commercial leadership opportunities and focused advisory projects.