From the Operator’s Seat
I’ve spent my career inside consumer brands at moments when growth accelerates and complexity follows.
Across wellness, beauty, supplements, skincare, and functional CPG, I’ve worked as a CMO and growth operator alongside founders, executive teams, and boards to scale businesses across DTC, subscription, Amazon, retail, and omnichannel environments.
What I’ve learned is simple but not easy.
Growth doesn’t fail because teams lack ambition, talent, or ideas.
It fails when discipline doesn’t keep pace with scale.
Why I Write
As organizations grow, decisions multiply. Channels expand. Data increases. Teams specialize. What once felt intuitive becomes fragmented.
I write to make sense of that moment.
This site is not about best practices or tactics. It’s about what scale reveals. The tradeoffs leaders face. The systems that either hold or break under pressure. And the discipline required to turn complexity into durable growth rather than short-term spikes.
Everything here is written from the operator’s seat. Not theory. Not commentary. Lived experience.
The Discipline of Scale
The Discipline of Scale is the throughline of my work.
It’s the idea that sustainable growth is not driven by speed alone, nor by constant optimization. It’s driven by alignment across brand, growth, and operations, and by leaders willing to make clear decisions when information is imperfect.
At scale, progress comes less from doing more and more from deciding better.
This philosophy shapes how I think about growth, leadership, marketing, and commerce in modern CPG organizations.
What You’ll Find Here
On Insights for Execs, you’ll find:
- Essays on scale, alignment, and operating discipline
- Monday Notes, short reflections on decisions that matter as organizations grow
- Operator Lessons, anonymized insights from scaling brands where choices had real consequences
- Writing on growth, leadership, and commerce as interconnected systems
The goal is clarity, not volume.
Who This Is For
This work is written for:
- Executives navigating growth and complexity
- Founders scaling beyond the early stages
- Board members and investors seeking operating perspective
- Leaders building teams, systems, and coherence under pressure
If you’re looking for quick tactics, this may not be the right place.
If you’re wrestling with how to scale without losing focus, you’re in the right room.
About Me
I’m Kamini Natarajan, a CMO and growth operator with more than 15 years of experience building and scaling consumer brands. My background spans brand transformation, ecommerce and omnichannel growth, subscription and lifecycle strategy, Amazon and retail expansion, and organizational leadership at scale.
I partner closely with executive teams and boards during periods of change, growth, and reinvention. I also speak and write on scaling, leadership, and operating discipline in modern consumer businesses.
A Final Note
Scale is not the enemy of creativity or ambition.
Misalignment is.
My goal with this work is to help leaders build organizations where growth compounds because the system is designed to support it.
That is the discipline of scale.