About/Experience
$4.3M
Incremental revenue
Tax Analysts
$60M+
Incremental retail sales
across six major clients
800%+
Lead growth
Barker Adoption Foundation
Experience That Connects Strategy to Results
Deep business experience. Fresh perspective.
Measurable impact.
Big Sky Growth was founded on a simple belief: sustainable growth comes from understanding customers, recognizing opportunities, and turning insights into effective action. I'm Libby Powell, a growth strategy, marketing, and business intelligence executive with experience leading major consumer brands, transforming organizations, developing new products and markets, and helping businesses accelerate growth. My career spans Fortune 500 consumer companies, market research and analytics organizations, professional information services, and mission-driven nonprofits. I've worked with organizations at very different stages of development, from established global brands to businesses seeking new direction.What connects these experiences is a consistent approach: understand the market, identify the real business challenge, develop a practical strategy, and measure the results.
A Broad Perspective on Business Growth
Throughout my career, I've worked at the intersection of strategy, marketing, customer insights, product development, and business performance. My experience includes:
Executive Leadership: Leading marketing, revenue, communications, and cross-functional teams, including organizations of up to 30 people.
Consumer & Market Intelligence: Using customer research, retail data, competitive intelligence, and market analysis to guide business decisions.
Brand & Product Strategy: Managing major consumer portfolios, developing new products, and creating strategies that strengthen competitive positioning.
Revenue & Customer Growth: Improving acquisition, pricing, customer engagement, retention, and subscription performance.
Digital Transformation: Modernizing websites, ecommerce, CRM systems, marketing automation, and digital communications.
Business Analytics: Combining executive judgment with SQL, Tableau, Power BI, Python, and advanced Excel to translate data into actionable insights.
This combination allows me to look beyond individual functions and address the broader business issues that influence growth.
Selected Experience & Results
Tax Analysts
Reigniting Growth in a Subscription Business
As Chief Marketing & Revenue Officer, I led marketing, revenue growth, customer acquisition and retention, product strategy, and communications for a national professional information organization.
After years of relatively flat sales, I helped transform the organization's approach to growth through customer intelligence, pricing, digital marketing, product development, and improvements to the customer experience.
Results: $4.3 million in incremental revenue and 16.4% growth.
Key initiatives included launching ecommerce and podcast channels, modernizing digital marketing capabilities, improving customer onboarding and retention, and developing new products and services.
CAA-GBG / The Licensing Company
Turning Consumer Insights Into Commercial Opportunities
As Vice President of Marketing, I developed brand, product, and retail growth strategies for major global clients. By identifying opportunities through consumer research, market intelligence, and product innovation, I helped develop and commercialize initiatives across six Fortune 500 companies.
Results: More than $60 million in incremental retail sales.
My work connected consumer needs, brand strategy, product development, and retail partnerships to measurable business opportunities.
McCormick & Company
Leading Major Consumer Brands and Product Innovation
As Director of Marketing, I directed strategy and performance for a consumer portfolio representing approximately $650 million in annual sales and led a marketing organization of approximately 30 people.
My responsibilities included brand strategy, consumer insights, product development, advertising, pricing, and integrated marketing.
I helped bring innovative products to market, including the pre-filled salt and pepper grinders that became a familiar presence in U.S. grocery stores.
The NPD Group / Circana
Transforming Consumer Intelligence Into Strategic Decisions
As Vice President of Account Services, I worked with leading consumer and retail companies to interpret consumer behavior, marketplace trends, retail performance, and competitive dynamics.
I translated complex research and large datasets into practical recommendations for brand positioning, product strategy, pricing, innovation, and growth.
This experience continues to inform my approach to business intelligence and strategic decision-making.
Barker Adoption Foundation
Modernizing Marketing for a Mission-Driven Organization
As Director of Marketing & Communications, I led a comprehensive marketing transformation for an adoption nonprofit.
The work included website redesign, digital marketing, audience development, CRM and marketing automation, communications, content strategy, and community engagement.
Results: More than 800% growth in leads for adoptions and event attendance.
The experience reinforced the importance of combining strong analytics and marketing discipline with empathy, trust, and a clear understanding of the audience.
Big Sky Growth: Selected Consulting Engagements
Through Big Sky Growth, I've advised organizations on business growth, consumer research, marketing strategy, and commercial opportunities.
SodaStream: Developed consumer, competitive, and retail analysis to support a Walmart distribution expansion opportunity.
elynxx Solutions: Supported business development and sales growth through customer strategy, segmentation, and marketing initiatives.
Jelly Belly: Contributed consumer and product strategy thinking to new product and growth opportunities.
These engagements demonstrate the flexibility of my approach, from focused strategic analysis to broader business development and growth initiatives.
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Combining Experience With Modern Analytics
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Business strategy is increasingly driven by data, but information alone doesn't create better decisions.
I've complemented my executive experience with formal training in data analytics, statistics, SQL, Python, Tableau, Power BI, and data visualization, including certificate programs at New York University and General Assembly.
I also use AI-assisted tools and capabilities in platforms such as Google, HubSpot, Salesforce, and ChatGPT to accelerate research, improve workflows, and support more effective decision-making.
My goal is not simply to produce more analysis. It's to help leaders understand what the information means, what matters most, and what to do next.
Education & Professional Development
MBA — Georgetown University
BA — Trinity College
Certificate in Data Analytics — New York University
Certificate in Data Analytics — General Assembly
Let's Talk About Your Business
Whether you're exploring a new growth opportunity, facing a challenging market, seeking stronger customer insights, or looking for experienced strategic leadership, I'd welcome a conversation. Big Sky Growth offers practical, insight-driven solutions tailored to your organization's needs.
My Portfolio
SELECTED WORK
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Strategy made tangible
A selected-work portfolio of professional brand, growth and communications projects, followed by recent analytics coursework.
I turn target and business insights into creative and commercial action that delivers results.
Creative storytelling for adoption
Public-facing video content supporting awareness of older-child adoption and foster care.
WHY THE MESSAGE MATTERS
Children age 9+ account for approximately 45% of those waiting for adoption, but only about 25% of adoptions. Teens 13-18 represent roughly 21% of waiting children and 10% of adoptions. Many children spend their childhoods moving between foster homes without consistent adult care and guidance; young people aging out without permanent support face serious risks.
Annual reports & editorial leadership
Selected covers from reports for which I led writing and content development.
Modernizing a trusted leader in tax policy journalism
Customer-driven messaging and a consistent visual identity, supported by a new digital marketing program that helped drive growth after years of flat sales.
BRAND PLATFORM
Developed a distinctive trademark campaign for Tax Notes, pairing motivating headlines with a recognizable visual system across print and digital formats.
Subscriber-site advertising platform
Recommended advertising within subscription products to generate incremental revenue, with proposed placements and reader experiences illustrated below.
PROPOSED DIGITAL ADVERTISING EXPERIENCE
Conceptualized placements within the subscriber experience, showing how targeted advertising could create a new revenue opportunity.
Turning data into business insight
Statistics / Advanced Excel / SQL / Python / Tableau
TABLEAU: PRODUCT & SALES PERFORMANCE
Interactive KPI reporting, product trends and revenue-driver analysis.
Consumer research: framing the question
From evidence to segmentation
Problem, evidence, recommendation
NYU public-policy analytics project: legislative proposal developed as an academic exercise.
Using data to shape policy
