Strategic Minds,

Creative Solutions.

MEET THE TEAM DRIVING EXCELLENCE,

one strategy at a time.

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 experience at companies like Ancestry, Rothy’s, Brooklinen, and Our Place—all regularly featured on “Best Of” lists from Forbes, Time, and Fast Company—Kate brings a strategic, systems-first approach to digital growth. She helps organizations translate vision into action by aligning teams, uncovering customer insights, and building the roadmaps that drive real business outcomes.

At the core of Flywheel’s approach is a belief that great products are built by aligned teams with clear priorities. Kate works alongside those teams to create scalable structures that turn complexity into clarity—focusing on what matters most and why.

Her obsession with sticky notes is rivaled only by her love for travel—seven continents, 50 countries, and counting. Driven by curiosity and a bias for momentum, Kate leads Flywheel with one goal: to build the digital engines that power the world’s next best companies.

Kate MacCabe

Kate MacCabe founded Flywheel Strategy after nearly two decades leading digital transformation inside high-growth brands.

Founder & Digital Advisor

Caroline is a distinguished expert in brand, marketing, and sales strategy, renowned for her proficiency in internationalization and market entry, specifically in the start up and scale up space. With a sharp focus on social impact, sustainability, and Bcorp certification, Caroline brings a distinctive perspective to each project she undertakes.

Drawing from her experience at esteemed companies like Our Place and TOMS, and as a co-founder of a successful social enterprise startup, Caroline is celebrated for her ability to build brands for success through growth marketing, brand marketing, community building, and strategic partnerships. Her expertise spans influencer relations, wholesale retail relations (B2B), DTC strategy and press communications to cultivate a strong brand identity and drive growth.

Caroline's strategic acumen shines through in her adept guidance of founders and C-suite executives through the investment process, focusing on marketing and sales strategies. She excels in developing compelling pitch decks and providing strategic advice on investment allocation to help businesses secure the necessary funding for growth and success. Caroline's holistic approach at the convergence of marketing, sales, and investments has been instrumental in assisting businesses in navigating the intricacies of fundraising with confidence and clarity.

CAROLINE REEKIE

With 14 years of scale up experience, Caroline guides C-suite and founders on a path to success and growth both domestically and internationally.

MARKETING & BRAND STRATEGIST

Kelly specializes in transforming operational inefficiencies into structured, scalable solutions that drive collaboration and enhance team performance. By focusing on incremental, actionable deliverables, she helps teams achieve continuous progress while remaining adaptable to evolving needs.

Challenging conventional approaches and encouraging new perspectives, Kelly enables organizations to refine ways of working and unlock their full potential. The deliverables Kelly creates provide clarity and purpose at every stage, ensuring cross-functional teams remain aligned and cohesive throughout each phase of their work.

This approach empowers teams to think holistically while maintaining a focus on tangible results, fostering deeper integration and more meaningful outcomes across projects and operations. The result is a more unified organization, with more efficient workflows and a stronger capacity to handle both immediate challenges and long-term growth.

KELLY HAUGE

Through a blend of project management expertise and process architecture, Kelly identify inefficiencies and implement phased roadmaps that promote high-quality integration, enabling companies to achieve more cohesive and efficient outcomes across their operations.

BUSINESS OPERATIONS STRATEGIST

She is passionate about building and optimizing systems and frameworks that increase productivity, create efficiencies, and empower teams. Specializing in the fashion and home decor industries, she has successfully launched a wide range of critical business initiatives from new products, brands, and ecommerce platforms, omni-channel marketing campaigns, collaborations, to daily content creation, and more.

Alexis is committed to championing creatives and marketers, fostering environments where individuals can focus on their core responsibilities, reach their full potential, and thrive. Whether executing creative strategies or bringing business visions to life, she facilitates a collaborative, results-driven atmosphere and is a true advocate of team success, ensuring every member can achieve their goals and contribute to the company's overall growth and success.

ALEXIS HUREWITZ

With 15 years of experience across in-house and consulting roles, Alexis Hurewitz is a strategic operating partner for internal marketing, creative, and project management teams.

CREATIVE & OPERATIONS STRATEGIST

With a myriad of experiences across eCommerce, publishing, and fintech, she brings a diverse skill set that enables her to tackle complex challenges with innovative solutions.
Gaïana excels at optimizing workflows, streamlining operations, and enhancing cross-functional collaboration to drive product success. Her analytical mindset allows her to leverage data-driven insights, ensuring that product decisions are aligned with both customer needs and business objectives.
In her previous roles, she has led initiatives that not only improved efficiency but also significantly increased key performance metrics. Gaïana thrives in dynamic environments, where her ability to adapt and iterate quickly is essential. Whether it’s refining a product strategy, building PDPs, or collaborating with stakeholders, she is always ready to roll up her sleeves and make a difference.
When she’s not at work, you can find Gaïana in the kitchen developing new recipes or hosting community-centered events for women in NYC.

GAÏANA JOSEPH

Gaïana Joseph is a dedicated Product Manager with a passion for process improvement and an unyielding commitment to getting hands-on in her work.

ECOMMERCE AND DIGITAL STRATEGIST

We ensure that you’re in the best hands when it comes to how you approach business frameworks
and strategies. We apply years of knowledge and our network of solutions and partners to create the greatest space for you and your team.

Expertise

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Think of the Flywheel team as your supportive partners, driving strategic action. We have an impact and outcomes-driven approach, and we’re all about working with businesses in a truly collaborative way.

Collaboration

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We’re committed to strategically supporting businesses that want to become independent and self-sufficient in their approach to organizational growth, infrastructure and day-to-day processes. We’ll help you build your strategy muscles for sustainable long term growth.

Independence

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At Flywheel, we have over 15 years’ experience helping B2C and B2B companies implement strategic processes and frameworks that maximize their flywheel effect. We create momentum with product offerings, digital experiences and infrastructure to unlock growth while reducing overhead. Think more value, less effort. Win win.

Empowerment

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Core Values

The Foundation of our Success

“Having a trusted partner made it easy to execute our project, get results and stay on track.”

Tivoli Meyer

Senior Director, Brand Marketing - AQUIS

Areas of support:

Consumer, trends & competitive analysis
Focus group moderation
Content creation strategy

We proudly support programs supporting founders who are leading groundbreaking brands in the ecommerce space.

Meet our Partners

The Fashion Design program at The Art Institute of Philadelphia focuses on providing students with a well-rounded education in fashion to develop knowledge and skills in business, design, fashion, technology, and marketing. Fashion Design students balance creative development with technical skills. Fashion Marketing students focus on computer technology, advanced-level business, and sales marketing. Students leave the program with the skills to succeed in various entry level positions in the industry.

Philadelphia Fashion Institute Program

The Yotpo Retention Xcelerator Program (Previously Yotpo Grow) is a global retention accelerator program for Black and Indigenous-owned brands on Shopify. The YRX program recently kicked off their class of 2024 with exciting opportunities for collaboration and growth.

Flywheel teamed up with the YRX leaders to support and guide this year's class of brands as they achieve their 2024 and beyond goals. This community of incredible founders will have access to the Flywheel team, including quarterly workshops with industry experts to accelerate their scale to their next level of growth.