Seth's work starts before a single dollar of ad budget is committed. His job is to understand what actually drives F&B buyers — the psychology beneath the surface-level preference for "organic" or "local" or "convenient" — and translate that understanding into strategy that moves product.
The frameworks Seth has built aren't abstract theory. They're tools distilled from years of consumer interviews, surveys, and in-store observation, applied directly to how Schaefer builds campaigns for its clients.
He also leads new client conversations — helping brands figure out whether Schaefer is the right fit, and what results are realistic to pursue.
These aren't borrowed from general marketing theory. Every framework Seth has built came from a specific problem Schaefer kept running into — and a structured answer built from real consumer behavior data.
Each Perspective takes a real brand move — a launch, a pivot, a growth story, a failure — and examines it through Schaefer's frameworks. Grocery, CPG, and QSR. The goal isn't to celebrate the win. It's to understand the mechanism.
Every Schaefer engagement begins with buyer research. Seth leads that process — and it's what makes the campaigns work.
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