Double N ✳ a strategy & experimentation practice

Big bets,
safe to try.
That's the job.

Double N is a strategic marketing consultancy for consumer brands at an inflection point: new products, new positioning, new audiences. I embed with your team, pressure-test assumptions, and run focused pilots that turn hunches into evidence, so you scale what works.

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Nike ✳ Peloton ✳ Shopify ✳ Tidal ✳ Harry's ✳ Doing Things ✳ United Way ✳ [YOUR BRAND] ✳ Nike ✳ Peloton ✳ Shopify ✳ Tidal ✳ Harry's ✳ Doing Things ✳ United Way ✳ [YOUR BRAND] ✳ Nike ✳ Peloton ✳ Shopify ✳ Tidal ✳ Harry's ✳ Doing Things ✳ United Way ✳ [YOUR BRAND] ✳ Nike ✳ Peloton ✳ Shopify ✳ Tidal ✳ Harry's ✳ Doing Things ✳ United Way ✳ [YOUR BRAND] ✳ Nike ✳ Peloton ✳ Shopify ✳ Tidal ✳ Harry's ✳ Doing Things ✳ United Way ✳ [YOUR BRAND] ✳ Nike ✳ Peloton ✳ Shopify ✳ Tidal ✳ Harry's ✳ Doing Things ✳ United Way ✳ [YOUR BRAND] ✳

The problem

Most teams don't lack ideas. They lack signal.

Strong instincts about what might unlock growth. Not enough evidence to commit resources with confidence. It usually shows up three ways:

Unclear bets

New products, audiences, or revenue lines that look promising but aren't proven.

Misaligned teams

Smart people with different instincts and no shared proof.

High decision costs

Too risky to move fast. Too much pressure to stand still.

Better signal = better decisions.

What I do

Four ways in.
One way of working.

Four ways we can partner on your next thing, right now. Every engagement starts with the same question: what's the smartest, smallest test that would give you real confidence?

Positioning & NarrativeSharpen the story

Clarify what you're selling, who it's for, and why it matters, before investing in growth.

New Product & Business ValidationTest before you commit

Test new ideas, revenue streams, messaging and offerings in the real world.

Go-to-Market Pilot ProgramsQuickly gather signal

Design and run pilots that generate early signal across the channels and audiences that matter.

Decision & Resource AlignmentFractional leadership

I bring the strategic planning chops to help your team build capabilities, make decisions, and keep moving.

The method

Most smart ideas never get tested. Yours should.

01.

Mind the Gap

We embed with your team and listen deeply, to your customers, your data, and the things nobody's saying out loud. We find the real problem before solving anything.

02.

Plant a Flag

We design simple, low-risk experiments to test your boldest ideas with the resources you already have.

03.

Build as We Go

We read the early signals to clarify where you're heading, get the right people around the table, and create momentum without guesswork.

Selected work

Fifteen years of launches,
zero sideline seats.

Nike

Built direct relationships with Gen-Z women before they age out of sport. Piloted NOTHING BUT GOLD, Nike's first Gen-Z shopping and community experience: launch beat install targets by ~1600%, retention ran 10% higher than the flagship app.

Shopify

Turned a package-tracking app into a shopping destination. Repositioned Shop (25M+ monthly users) around discovery and piloted a Merchant Activation Program that drove +20% engagement in three months.

Tidal

Found revenue beyond streaming in a margin-constrained business: creator-cohort segmentation, pricing and packaging strategy, and a cross-functional Monetization Forum that accelerated which bets to pursue or kill.

Peloton

Go-to-market for every new launch to 2M+ Members: Bike+, Bike Bootcamp, the first Annual Challenge with 1M+ participants, and the Artist Series with Lady Gaga, Lizzo, and Billie Eilish.

Doing Things

Converted community trust into durable commerce across 35+ creator brands without eroding the brand. Apparel DTC revenue grew to $13.8M, up 33% YoY, with email and SMS revenue up 59%.

Harry's

Early leadership from pre-launch through the 1,800-store Target launch that earned Brand of the Year, plus a social community grown past 300K.

+ Right now

Piloting a new AI-powered coaching tool for a founder-led fitness brand, rebooting a major Philadelphia nonprofit's marketing strategy, and completing my MBA at Wharton.

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About

Equal parts strategist
and operator.

Jon Goldmann, founder of Double N Consulting

I'm Jon Goldmann. For fifteen years I've helped consumer brands make sense of messy transitions: employee #2-era leadership at Harry's, director roles at Peloton and Foursquare, and embedded brand and product marketing consulting inside Nike, Shopify, and TIDAL.

Clients bring me in when the stakes are high, resources are scarce, and they need momentum, alignment, and commercial clarity. I don't advise from the sidelines: I embed alongside teams, run disciplined testing programs, and help leaders turn their instincts into evidence before they scale. No agency overhead, no fifty-page decks that nobody uses.

I live and work in Philadelphia (Go Birds). Before marketing there was music: two music degrees and a lasting belief that the best work happens when disciplined structure meets improvisation. If you're working on something new, we should connect.

Philadelphia, PA Wharton MBA '28 Strategist ✳ Storyteller ✳ Problem Solver

Big bets,
safe to try.
That's the job.

Most teams don't lack ideas. They lack signal.

Unclear bets

Misaligned teams

High decision costs

Four ways in.
One way of working.

Positioning & NarrativeSharpen the story

New Product & Business ValidationTest before you commit

Go-to-Market Pilot ProgramsQuickly gather signal

Decision & Resource AlignmentFractional leadership

Most smart ideas never get tested. Yours should.

Mind the Gap

Plant a Flag

Build as We Go

Fifteen years of launches,
zero sideline seats.

Equal parts strategist
and operator.

It's Goldmann. Two n's. The detail everyone misses.

Working on your
next thing?

Big bets,safe to try.That's the job.

Most teams don't lack ideas. They lack signal.

Unclear bets

Misaligned teams

High decision costs

Four ways in.One way of working.

Positioning & NarrativeSharpen the story

New Product & Business ValidationTest before you commit

Go-to-Market Pilot ProgramsQuickly gather signal

Decision & Resource AlignmentFractional leadership

Most smart ideas never get tested. Yours should.

Mind the Gap

Plant a Flag

Build as We Go

Fifteen years of launches,zero sideline seats.

Equal parts strategistand operator.

It's Goldmann. Two n's. The detail everyone misses.

Working on yournext thing?

Big bets,
safe to try.
That's the job.

Four ways in.
One way of working.

Fifteen years of launches,
zero sideline seats.

Equal parts strategist
and operator.

Working on your
next thing?