Founder
Because brands only work if the business does.
Serene Studio was founded by Aimee Diskin, a brand-led General Manager with 20+ years' operating inside consumer businesses—responsible for brand, product, and profit through periods of growth, disruption, and change.
She brings clarity to the decisions that matter most protecting what makes a brand valuable while fixing what prevents it from performing.
Experience That Shows Up in the Work
Aimee has led portfolios exceeding $250M+ in annual revenue across multiple consumer categories, working with major retailers including Walmart, Target, Costco, Chewy, Tractor Supply, Kroger, 7-11, Petco, PetSmart, as well as Shopify/DTC and Amazon-first businesses.
Core areas of expertise include:
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Financial Modeling & Commercial Analysis
Building and pressure-testing financial models across product, channel, and portfolio levels—surfacing true profitability, validating assumptions, and clarifying trade-offs across pricing, cost, inventory, and growth scenarios. -
Data Analysis & Decision Support
Translating messy, incomplete, or conflicting data into clear insights leadership can act on—across sales performance, margin drivers, inventory exposure, marketing ROI, and operational efficiency. -
Category Management & Assortment Strategy
Deep experience in category strategy, line planning, SKU rationalization, and shelf productivity—aligning assortment decisions with consumer need, retailer expectations, and margin reality. -
Go-to-Market Strategy (Wholesale & Retail)
Leading GTM strategy across mass, club, specialty, and independent retail—supporting line reviews, set strategies, pricing architecture, seasonal programs, and buyer-facing narratives that hold up commercially. -
Shopify, DTC & Marketplace Execution
Hands-on leadership across Shopify and DTC ecosystems, including assortment strategy, pricing, content, and promotional discipline—paired with Amazon experience focused on velocity, contribution margin, and ad efficiency tied to real demand. -
Marketing Effectiveness & ROI Discipline
Evaluating marketing and advertising performance through a financial lens—connecting spend to sell-through, contribution margin, and inventory health rather than vanity metrics. -
Inventory, Forecasting & Open-to-Buy Management
Supporting inventory planning, forecasting, and open-to-buy decisions to reduce risk, improve cash flow, and ensure inventory supports strategy—not the other way around. -
Cost, Margin & Profitability Improvement
Identifying margin leakage and cost-down opportunities across sourcing, packaging, freight, and channel mix—without compromising product appeal or brand integrity. -
Systems, Tools & Reporting
Working across ERP, finance, commerce, and reporting tools to create practical, transparent decision frameworks leadership teams can actually use—rather than dashboards that look good but obscure reality.
This is not advisory informed by theory—it’s shaped by running businesses, owning outcomes, and making decisions when trade-offs are real.
Known as “the Adult in the Room”
Aimee is often described as the adult in the room—not because she slows things down, but because she brings clarity, structure, and forward motion when stakes are high.
Her approach starts with listening and observation, but it does not linger there. She cuts through assumptions, surfaces what is actually happening, and drives decisions that move the business forward—quickly, cleanly, and without unnecessary collateral damage.
She has a long track record of building high-performing, long-tenured teams that people want to be part of, particularly through periods of change. Change management is not theoretical—it is lived experience, handled with care for people and zero tolerance for unproductive drama.
Support is real. Handholding is not.
Leadership Through Growth, Change, and Transition
Aimee has worked through multiple acquisitions, integrations, and ownership transitions, supporting leadership teams and investors when organizations are most vulnerable to distraction and drift.
She understands the reality of founder-led businesses professionalizing, leadership teams evolving, and systems needing to change without breaking momentum. She also understands when leadership transitions are necessary—but not yet obvious—and how to support those moments discreetly, without destabilizing teams or forcing premature moves.
Her role is often to:
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Protect focus while others are pulled into complexity
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Carry heavy integration or transition workstreams
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Surface reality without agenda
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Help leaders make informed decisions at speed
Discretion is not optional. It is assumed.
How She Shows Up
Aimee works best where clarity is needed quickly, judgment matters, and outcomes matter more than optics.
She brings structure, spells out the plan, and gets the work done—supporting teams where it helps, pushing where it’s required, and never losing sight of performance, profit, or people.
If something is messy, opaque, or stuck, she applies a logical lens to cut through noise and give leaders a clear, unbiased path forward.
That is the work.
Serene Studio is simply the platform where it happens.