Senior Leadership On Demand

Senior executive leadership for independent companies, without the full-time price tag.

Let's Talk The Process
Brand & StoryWeb DesignGo-To-MarketCapital RaiseSocial & ContentAI CapabilityBrand & StoryWeb DesignGo-To-MarketCapital RaiseSocial & ContentAI Capability
The problem

You're stuck. But you don't know why.

You have a goal. You can see it but your organization can't get there, no matter what you try. Somewhere between your brain and the end result, something is broken:

A website refresh is leaving you uninspired. A pitch deck is flat, poorly written and designed badly. An internal priority keeps stalling out, frustrating your founder. You're paying an agency for work, and they're giving you AI slop that isn't even on brand. What is happening??

That's where I come in. I take time to understand your business. I own the problem so you don't have to. And I'm not a consultant who hands you a diagnosis and a plan to hire more people. I'm an executive, powered by the latest AI, who actually does the work: building the website, writing and designing the decks, shaping the media, with you at every step.

Why me

Not an agency, not a consultancy. A partner.

25 years on brands the world knows, with some of the most creative and demanding people on the planet.

You learn a lot working closely with CEOs, celebrities, and the presidents and founders of production companies when millions of dollars are on the line and public perception can swing with every choice.

I've seen a lot and worked with every personality, and I bring all of that creative and executive experience to your company. Couple it with deep knowledge of AI tools, workflows, and implementation, and you get exceptional value at exceptional speed: months of time saved, and thousands of dollars kept.

Paul Ricci, founder of Sidelot Partners
Paul Ricci · Founder
The process

Moving your business forward.

Step 01

Understand your business

Not a discovery questionnaire. Real conversations, as many as it takes, until I can articulate what you're building as well as you can.

Step 02

Clarify the problem

We name what's actually broken between your brain and the end result. It's usually not what you think it is.

Step 03

Nail your message

Your story, sharpened until it lands on the page the way it does when you explain it in person.

Step 04

Integrate across your workflows

The message shows up everywhere it matters: the site, the deck, the pitch, the socials. I work inside your tools and your team, not around them.

Step 05

Learn & iterate

The first version is never the last one. We watch how the market responds and keep tightening.

Step 06

Advise throughout

In the room every couple of weeks as the person who asks the question nobody else is asking.

Recent work

Live right now.

Recently I've helped founder-led businesses hone their message and reshape how they show up, which I handle end to end.

/ 01 Web Design & Marketing Burman Real Estate +
Burman Real Estate: featured development projects including The Shops on Broadway
The Story

Leading brand design, messaging, marketing and pitch materials for a $3B founder-led real estate company. Helping shape new business ventures through the lens of market strategy and positioning.

Visit the live site →
/ 02 Marketing & Platform Optimization Visionary Optics +
Visionary Optics: independent eyewear and expert eye care in New York City
The Story

Worked with this founder-led business to migrate their old site to the Shopify platform, implementing a redesign in the process (Phase 1), as well as an enhanced social media campaign (Phase 2). The business has seen double digit percentage increases in online sales and in-store foot traffic since launching the new site.

Visit the live site →
/ 03 Business Development & Partnerships Therapy TrAIner +
Therapy TrAIner platform: an interactive practice session demo with an AI coach
The Story

I lead commercial strategy for this AI-powered clinical skills training platform: positioning, partnership negotiation and launch planning, serving as the bridge between the founding team and commercial partners. I also organized the platform's complex story and built the site, including a custom interactive demo.

Visit the live site →
/ 04 Design & Messaging Kelly & Hayes +
Kelly & Hayes: electrical, industrial and plumbing supplies since 1946
The Story

K&H's founder and CEO needed someone who could articulate what made his business distinct from others in the sector. I shaped that message and the company mission with him, then built a bespoke video marquee from his company logo.

Visit the live site →
Past work

The work that got me here.

Before Sidelot, I was fortunate to have a career where I met and worked with some of the smartest, most creative, and driven individuals, running programming and creating content for some of the world's most widely recognized brands. Now I try and do the same job for founders: find the story, sell the room on it, build the thing, and keep it growing.

Paul at the White House with Michelle and Barack Obama Paul with Martha Stewart Paul with Nick Cannon backstage Paul with Rob Dyrdek on set
Business TurnaroundMTV2

Reinvented a struggling network into the top rated cable channel for young men, with nine of its ten highest rated original premieres ever, despite limited distribution.

Innovation & New DevelopmentVH1 × Peacock

Championed the first television partnership between Martha Stewart and Snoop Dogg; the year's top unscripted cable premiere. Created and sold The Kids' Tonight Show with Jimmy Fallon as a 20-episode straight-to-series order.

Accolades25 Years

A Peabody Award and multiple Emmy nominations, across brands, formats and decades.

Let's talk

Stop guessing. Start moving.

The first consultation is free. A short note is enough to get going, and I'll come back with honest thoughts on fit, timing, and what it would take. If you've been frustrated by agencies and consultancies quoting outrageous prices for lackluster results, you're exactly who I built this for. You'll always be talking directly to the person doing the work.