Strategic Minds,

Creative Solutions.

MEET THE TEAM DRIVING EXCELLENCE,

one strategy at a time.

While leading teams, Kate couldn’t help but notice recurring themes, principles and learnings that applied to each business as they developed expertise within their product management, engineering, UX/UI, data-centered insights teams. Inspired by this discovery, Kate founded Flywheel Strategy: a vehicle to introduce and integrate these learnings and practices more broadly to businesses that are focused on sustainable success, faster.

Drawing on Kate’s background in e-commerce goods and services, Flywheel creates scalable solutions that empower teams to shape the what, why and how for new features within companies that regularly appear on Best Of lists for Forbes, Times, and Fast Company.

Her self-confessed obsession with post-it notes is rivaled only by her passion for visiting new places around the world (7 continents, 48 countries and counting!). With 17 years of experience in the digital space at Ancestry, Rothy’s, Brooklinen, and Our Place, Kate specializes in blending the voice of the customer, data insights and marketplace opportunities to create streamlined roadmaps for high-growth organizations.

Kate MacCabe

Kate MacCabe founded and now leads Flywheel Strategy, after building, leading and scaling digital centers of excellence for retailers and brands, for the past 15+ years.

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

Roshni's focus is on bringing a deep understanding of consumers, effective messaging, and robust go-to-market strategies to drive brand growth that matters.

Throughout Southeast Asia, India, China, and beyond, she's led growth initiatives that include developing a white space strategy for APAC, successfully launching a challenger snack brand in China, and scaling it across the region. Her expertise extends to turning around declining brands, building profitability, and growing organic customer acquisition through integrated campaigns and data-backed marketing.

Roshni's belief is simple—what we can measure, we can grow. She bring this principle to every engagement, striving for growth with a clear impact. Outside of work, she's either planning travel adventures or at the gym working toward my 100kg deadlift goal.

ROSHNI
CHATTERJEE

Roshni is a strategic marketing expert with over 18 years of experience scaling brands across FMCG giants like Unilever and Kraft Heinz, fast-growth tech startups, and venture capital in APAC.

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

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.