Strategic Minds,
Creative Solutions.
WE'VE BEEN IN YOUR SHOES.
MEET THE PEOPLE BEHIND THE STRATEGY, EXECUTION, AND GROWTH.
While scaling product, engineering, UX, and analytics functions, she spotted recurring challenges and repeatable wins. Flywheel was born to operationalize those insights and help teams build smarter, faster, and more sustainably.
With nearly two decades of leadership experience across Ancestry, Rothy’s, Brooklinen, and Our Place, all regularly featured on “Best Of” lists from Forbes, Time, and Fast Company, Kate has built and scaled teams spanning product, engineering, UX, ecommerce, analytics, and business operations.
Her work bridges strategy and execution, helping companies navigate pivotal moments, from launching new brands and products to accelerating growth, strengthening operations, and transforming organizations.
Kate brings a systems-first approach to solving complex business challenges, connecting customer insights, technology, people, and processes to build scalable businesses.
Outside of work, her curiosity takes her around the world. She's explored all 7 continents and more than 53 countries, and believes post-it notes are the path to solving most life and business problems.
Kate MacCabe
Kate MacCabe founded Flywheel Strategy after nearly two decades leading digital, product, technology, and organizational transformation for high-growth and established businesses.
FOUNDER & BUSINESS STRATEGIST
Alexis brings deep expertise in creative operations, marketing processes, project management, and cross-functional execution, with a focus on fashion, retail, and home industries.
She has led complex initiatives spanning brand and product launches, ecommerce platforms, omnichannel campaigns, creative production, and strategic collaborations.
Alexis specializes in translating business priorities into practical workflows, clear accountability, and scalable operating systems that help teams work more effectively.
Passionate about empowering creative and marketing teams, she brings structure to complexity while creating the space for people to do their best work.
ALEXIS HUREWITZ
With 15 years of experience across in-house leadership and consulting, Alexis helps businesses build the creative operations, processes, and cross-functional capabilities required to execute effectively and scale.
CREATIVE & OPERATIONS STRATEGIST
Caroline brings extensive experience across brand strategy, growth marketing, market entry, strategic partnerships, and business development.
With experience at Our Place and TOMS, as well as co-founding a social enterprise, she understands what it takes to build brands that connect with customers and create sustainable business opportunities.
Her expertise spans customer and market insights, positioning, brand storytelling, DTC and wholesale strategy, community building, partnerships, and international expansion.
Caroline works closely with founders and executive teams to translate ambitious business visions into actionable strategies, helping companies sharpen their market positioning, unlock new revenue opportunities, and prepare for their next stage of growth.
CAROLINE REEKIE
With 14 years of experience building and scaling brands, Caroline advises founders and executive teams on brand positioning, marketing, go-to-market strategy, partnerships, and domestic and international growth.
BRAND & GROWTH STRATEGIST
Charu specializes in translating complex technologies into intuitive, customer-centered products and business opportunities.
Her experience spans product strategy, UX research, AI-powered product development, go-to-market planning, and early-stage innovation. At UserTesting, she helped develop and launch AI-powered capabilities, contributed to a product portfolio exceeding $150 million, and supported initiatives to improve adoption and customer experience.
Charu brings a strong combination of technical product expertise, customer understanding, and commercial thinking, helping businesses identify what customers actually need and translate those insights into differentiated products, clearer positioning, and scalable growth strategies.
She also advises early-stage businesses on product roadmaps, pricing, customer feedback, and fundraising readiness.
CHARU MEHRA
CWith 10 years of experience across SaaS, AI, ecommerce, and EdTech, Charu helps companies connect customer insights, emerging technologies, and product strategy to build and scale meaningful digital products.
PRODUCT & AI STRATEGIST
Gaïana brings experience across ecommerce, publishing, and fintech, combining product management, digital strategy, and operational execution.
She specializes in improving customer experiences, optimizing workflows, strengthening cross-functional collaboration, and translating business priorities into actionable product and ecommerce initiatives.
Her work spans digital merchandising, product development, process optimization, performance analysis, and stakeholder management.
With an analytical mindset and a hands-on approach, Gaïana helps teams move from identifying opportunities to implementing solutions that improve efficiency, customer experiences, and measurable business results.
Outside of work, she enjoys developing new recipes and bringing people together through community-centered events in NYC.
GAÏANA JOSEPH
Gaïana brings hands-on product management and ecommerce expertise, helping companies optimize digital experiences, improve operations, and connect customer needs with business performance.
ECOMMERCE AND DIGITAL STRATEGIST
FROM EMERGING BRANDS TO ESTABLISHED BUSINESSES, WE'VE WORKED SIDE BY SIDE WITH TEAMS TO LAUNCH, GROW, TRANSFORM, AND SCALE.
CONSUMER––
TECH––
BUILDING WHAT'S NExt
Across consumer, retail, SaaS, AI, technology, beauty, fashion, wellness, and CPG, we bring experienced operators into businesses to help turn opportunity into measurable impact.
With room for your team, too.
We've built, launched, led, transformed, and scaled businesses ourselves. We bring that experience, along with the right specialists and partners, to help companies move faster, make smarter decisions, and turn strategy into execution.
Expertise
04
We work as an extension of your team, bringing together different perspectives, disciplines, and experiences to solve challenges. We believe the best results come from shared ownership, open communication, and working toward common goals.
Collaboration
03
We believe great partnerships make businesses stronger. We help teams build the knowledge, capabilities, systems, and confidence to make better decisions, operate more effectively, and sustain long-term growth.
Empowerment
02
We approach every company we support with the mindset of an operator, not an outside consultant. We take initiative, work through complexity, and stay focused on the outcomes that matter most to the business.
Ownership
01
Core Values
The Foundation of our Success
THE RIGHT EXPERTISE. THE RIGHT PARTNERS. THE RIGHT SOLUTIONS.
Technology solutions––
Development, Design and Marketing partners––
Community partners––
PARTNERING WITH THE BRIGHEST
Great businesses are built through connected expertise.
Beyond our core team, Flywheel brings together a network of trusted technology, development, design, marketing, and community partners to help businesses access the capabilities and solutions needed to grow.