We sit across the entire consumer commerce ecosystem.
Operators at WADE Advisory
We have held every seat at the table. Our experience comes from being on the inside where the hard calls were made.
We are operators who have owned the P&L and sat across the table from global retailers, investors, and brand teams inside the largest consumer companies and advisory firms. We know what it takes to earn trust from a consumer who has more choices and less patience than ever. That pressure is rewriting categories and systems in real time. We have built inside it.
WENDY SALISKO, Co-Founder
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Wendy Salisko is a seasoned operator with two decades of experience managing over $1B in revenue for global brands. A specialist in digital commerce and Amazon acceleration, she excels at navigating the tension between growth, profitability, and retailer expectations.
Known for her candor and strategic sequencing, Wendy moves beyond theory to solve what breaks in the real world — from negotiating joint business plans to securing funding for the bets that scale. She brings a sharp eye for pattern recognition to every engagement, helping brands navigate high-stakes category reviews and complex go-to-market priorities.
Connect with Wendy
DEANNA ANDERSEN, Co-Founder
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Deanna is an operator-advisor shaped by two decades of owning P&Ls and leading commercial strategy across the Fortune 500 and Big 4. She excels in the messy middle, where ambition meets incomplete information and the cost of being wrong compounds. Her edge is translation and trajectory. In the raise with founders, and in the room with capital, she brings category context to both sides of the table.
Deanna pressure-tests assumptions to turn complex narratives into scalable choices. Whether navigating capital allocation or operating models under strain, she provides the clarity and judgment needed to separate signal from motion and move the business forward.
Connect with Deanna
What Makes WADE Advisory Different?
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Most consultants can analyze the situation. Fewer have lived it. WADE embeds alongside the team where the plan meets reality, bringing operator experience that comes from carrying a P&L, knowing which retail relationships to activate and in what sequence, negotiating the deal, and making hard calls with incomplete information. That context changes the conversation.
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Traditional consultants run on frameworks and recycled best practices. WADE runs on lived operator experience across brand, retail, and the deal side: judgment earned by building and selling, not by reading case studies.
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Traditional consultants deliver recommendations and leave sequencing to the team. That is where most plans break down. WADE brings the operator judgment to sequence the work correctly, so the right moves happen in the right order, dependencies are visible before they become blockers, and the team is set up to execute rather than interpret.
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Traditional consultants amplify urgency to justify the engagement. WADE does the opposite. When founders and leadership teams are too close to the problem, we bring the calm and clarity that comes from having been in high-stakes situations before. We separate what is actually urgent from what just feels urgent, so the team stops reacting and starts moving toward a clear plan.
Don’t move alone.