Courtney O’Brien is the founder of The Outlier Initiative, a branding consultancy dedicated to helping growth-stage brands stand out, scale up, and claim their space. With over 22 years of experience, including P&L management for billion-dollar brands, Courtney approaches marketing through the lens of a business leader—balancing bold creativity with strategies that drive measurable, sustainable growth.

Her expertise lies in marketing strategy, brand positioning, and narrative development, helping emerging brands break through crowded markets and connect deeply with consumers. Courtney has led the success of household names like Coke Zero and Apothic Red during her tenure at global giants like Coca-Cola, Danone, and E&J Gallo, transforming under-the-radar products into billion-dollar category leaders.

At The Outlier Initiative, Courtney brings a practical, battle-tested approach to help brands:

- Build clear, differentiated positioning.
- Craft compelling storytelling that resonates with consumers.
- Scale for long-term success in competitive markets.

With a bold perspective shaped by years of business and brand leadership, Courtney ensures brands challenge category norms, create lasting connections, and deliver real business impact.