ABOUT BLACKSMITH
Blacksmith Commercial Advisory was founded on a simple belief: meaningful business progress begins with the courage to challenge assumptions, confront complexity, and ask better questions.
We bring executive-level perspective, analytical rigor, and practical commercial experience to the challenges that matter most.
Clarity is forged. Not found.
WHAT WE BELIEVE
The strongest strategies begin with understanding.
The most consequential business challenges rarely announce their root causes.
Growth may obscure declining profitability. Strong sales may conceal commercial inefficiencies. Organizational complexity may slow decisions and dilute accountability.
We believe effective advisory work begins by understanding the business beneath the surface—connecting evidence, experience, and independent thinking to identify what truly matters.
Our role is not simply to recommend what comes next. It's to help leaders understand why.
Executive experience. Independent perspective.
FOUNDER & PRINCIPAL
Daniel J. Cook
Founder & Principal
Daniel brings more than two decades of leadership experience spanning global consumer brands, retailers, digital commerce, and commercial transformation.
His career includes senior leadership roles at Paramount Global, Unilever, Walmart, and Mondelēz International, with experience across organizations including Nielsen, Target, and Macy's.
At Paramount Global, he led a global eCommerce business exceeding $1 billion in scale. At Unilever, he helped drive significant digital commerce growth and advance new approaches to performance marketing and omnichannel execution.
Today, he brings that operator's perspective to independent advisory work—helping organizations navigate complex commercial decisions with greater clarity, discipline, and confidence.
OUR PRINCIPLES
Built on conviction. Grounded in evidence.
You don't need to arrive with all the answers. Tell us what you're navigating, what's at stake, and what you're working to achieve.
We'll begin with an honest conversation about where Blacksmith can add value.
The next stage starts with a better question.
LET'S BEGIN