About Me

CITRUS ZESTER X BRAND BUILDER

Hi, I’m Ellen. I’m a food creative and brand strategist. I’ve been on the business side of food for over a decade as a marketer, innovator, and strategic consultant. My work has influenced the trajectory of some of the leading brands in the Wrigley/Mars, Coca Cola, and Morton Salt portfolios—as well as help chart the course of several successful food and wellness start-ups.

All the while, I’ve taken to my own kitchen to approach food, drink, and wellbeing through a different lens—less business-y, more personal whimsy. I was born with the instinct to create. Understanding and re-inventing the tastes, aromas, and compositions that make people “oooh” and “aaah” over food is what I love to do. So I’m doing it!

ABOUT OFF-SCRIPT RECIPES

RECIPES FOR CULINARY CURIOUS PEOPLE

I first put this website out into the world to share my original recipes and perspectives on cooking. In time, it unfurled a journey of personal and professional growth.

Since writing my first recipe, I have become a better cook, writer, and communicator. I’ve learned about food composition, the Maillard reaction, and why baking soda makes better hummus. I’ve also been put to the test on patience and perseverance. In short, I’ve been on the road of starting something out of pure creative impulse—a.k.a. going off-script.

So, yes, my recipes are a gallery of my creative pursuit, but—more importantly—a nudge for you to unleash your own wonder and will to create in the kitchen. I intentionally design my recipes to be an exploration of flavors and textures (to me that is what cooking is all about). I also—hopefully—make them a learning experience loaded with tips and helpful hints. If ever you have a question, please drop me a line. And, for goodness sake, enjoy the process!

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ABOUT OFF-SCRIPT CONSULTING

SOLUTIONS FOR CULINARY INCLINED BRANDS

I’ve been helping food and beverage brands translate marketplace momentum into new product ideas, growth strategies, and marketing tactics for over a decade. With client-side, agency-side, Fortune 100, and start-up experience, I’ve amassed perspectives on brand storytelling and growth from multiple angles—all culminating in an ability to diagnose and address unique client needs.

I work with brands in 3 areas: Innovation Ideation, Brand Growth Strategy & Positioning, and Creative Direction. What does all of that mean? Well, I invite you to tap the link below to learn more, but—simply put, I help companies merge strategy and creativity for growth. This convergence is instinctual to how I deliver solutions and, in my experience, has proven key to building lasting and winning ideas for brands.

I enjoy working closely with teams and have a network of trusted designers, photographers, and thought collaborators with whom I frequently partner.

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