OUR PRACTICE
Built by an operator. Designed for operators.
Arc & Crest was founded by a senior brand operator with more than twenty years of experience leading global premium consumer brands. That experience spans repositioning legacy icons, launching innovation in mature categories, and restoring alignment across complex brand organizations.
At Campari, a full repositioning of the House of Grand Marnier drove record growth during a period when the broader category was declining. That kind of result doesn't come from refreshing a campaign. It comes from identifying where momentum actually broke down — in the strategy, the structure, or the story the brand was telling the market — and correcting it at the root.
This is the foundation Arc & Crest was built on: starting with what exists, restoring structure where momentum has stalled, and helping teams carry the work forward on their own.
Arc & Crest works directly with founders, CEOs, and senior brand leadership navigating pivotal moments in a brand’s trajectory.
TIA WEBB, FOUNDER
TIA WEBB, FOUNDER
Our founder brings more than two decades of leadership across global premium brands, including senior roles at Pernod Ricard, Campari Group, and Bacardi. Her experience spans brand strategy, portfolio leadership, and multi-market governance for brands including Absolut Vodka, Don Julio, Grand Marnier, and St-Germain.
Leading global premium brands through growth and transition, she navigated the moments where internal alignment breaks down and strategy stops translating into execution — and learned firsthand what it actually takes to correct course from the inside.
She founded Arc & Crest to help brands navigate these moments of strategic inflection with the discipline of an operator rather than the detachment of a consultant.