Some initiatives can't wait six months for a permanent hire. They need a senior leader who has done this before, can step in without a ramp-up, and can drive outcomes from week one.
Every engagement is scoped to a specific mandate. These are starting frameworks. Scope, duration, and structure are always tailored to what the initiative actually requires.
Senior advisory on a specific initiative. You retain execution ownership. I provide the strategic architecture, partnership frameworks, and commercial judgment that most internal teams don't have access to at this level.
I step into a VP or CMO-equivalent seat for 30 to 90 days. Leading teams, driving the initiative, and delivering outcomes as if I am on payroll. Without the six-month search and the permanent headcount cost.
A full-time equivalent engagement for a major transformation, launch, or leadership gap. Suitable for board-driven mandates, significant organizational transitions, or multi-market launches that require dedicated executive focus.
All engagements are formalized via a Statement of Work. Retainer structures and project-based pricing are available for specific mandates. Start with a conversation.
Every engagement is built around a specific mandate. The outcome is always the same: commercial infrastructure that generates revenue, market access, or organizational capability that wasn't there before.
Structuring, negotiating, and closing enterprise-level partnership and licensing deals. From initial framework to signed agreement. Includes brand partnerships, co-marketing structures, licensing deal architecture, and distribution agreements.
Leading the commercial launch of a new product, brand, or division. Includes positioning, messaging architecture, channel strategy, partnership activation, and the internal alignment required to execute at scale without losing momentum.
Building net-new channels: retail, wholesale, platform, or digital. Includes partner identification, commercial terms, integration architecture, and the operational handoff to internal teams. The work is done when the channel is generating revenue.
Rebuilding how a large commercial or marketing team executes: strategy, structure, vendor ecosystem, and measurement. This is not a consulting report. It is embedded leadership that changes how the organization operates and what it produces.
No RFP. No procurement gauntlet. A direct conversation with someone who can make the decision, followed by a scoped SOW and a start date.
We talk about the initiative, the timeline, and what success looks like. I ask the questions a senior internal leader would ask. You get a clear sense of whether this is the right fit before any paperwork is involved.
I send a one-page SOW tailored to what came out of the conversation: scope, deliverables, timeline, rate, and payment terms. It is designed to move through your internal approval process cleanly.
I don't need a three-week onboarding. I ask for access to the people and information that matter, and I'm contributing by the end of the first week. The ramp-up period that most senior hires require is not something your initiative has time for.
Every engagement closes with documentation, a transition plan, and a structured handoff to your internal team. The goal is not dependency, it is capability that stays inside your organization after I leave.
Most senior consultants can tell you what to do. Very few have actually done it at this scale. There is a difference between advising on a partnership and having structured one between two of the world's most recognized brands.
Lynn Fernando · Commercial Architect
These aren't case studies from a consulting engagement. They're the initiatives that defined commercial strategy at two of the most recognized brands in the world.
Led the overarching commercial strategy for Walt Disney World's 50th anniversary, a multi-year, cross-property initiative spanning four theme parks and multiple resort properties. The mandate included new partnership development, new channels of distribution, and deliberate expansion into audiences the brand had not previously engaged at this scale. The 50th was not a campaign. It was a full commercial transformation of how the park went to market.
Helped scale and expand Amazon Fashion at a pivotal moment in its commercial trajectory. Led The Drop, a first-of-its-kind curated influencer content commerce model that predated how the industry now operates. Structured and led the Amazon Fashion synergy with Project Runway, a brand partnership model that had never been executed at this intersection before. Both initiatives required building commercial infrastructure, partnership frameworks, and go-to-market systems that didn't exist inside the organization.
REV Global is Lynn's M&A and private equity firm for lower middle market operators. Enterprise commercial work is where Lynn engages directly with founders, portcos, and corporate operators on the revenue side, before or after a transaction. For deal teams underwriting a commercial thesis or operators building toward one, the two practices reinforce each other.
REV Capital and the Investment Mandate →If you have a mandate that needs senior commercial leadership now, start with a conversation. No deck required.
Book a Conversation →