Michelle Guiles

I work with brands at inflection points — the moment when what built the business can no longer carry it forward.

My work lives at the intersection of brand story, customer experience, and growth strategy. I come in close, learn what a business actually is beneath what it's trying to be, and help align the people, systems, and decisions that allow it to grow without losing itself in the process.

I believe every brand has a truth at its center — a reason it exists, a feeling it creates, a place it occupies that nothing else can. My job is to find that truth, protect it, and build toward it. The strategy serves the story. The systems protect it. The growth expresses it.

As CXO of Solid & Striped, I steward one of the most recognized names in contemporary swim — working across customer experience, brand positioning, product strategy, and team to build something that performs as well as it looks and feels.

Through ADESIEM, the advisory and performance marketing agency I co-lead, I work with growth-stage brands navigating the distance between where they are and where they're capable of being — managing how dollars are spent, how customers are acquired, and how scale becomes sustainable rather than destabilizing.

Every engagement looks different. Every brand needs something specific. But when the work is right, you feel it — departments speaking to one another, people understanding where they fit and what they're building toward, a vision that sharpens as it moves.

I build toward harmony. The numbers follow.