Suz Sheik

Founder — EditMyBrand

About

I don't fix brands. I document where they start losing money before anyone notices.That's not a positioning statement.That's what 15+ billion in documented brand value destruction teaches you.↓Most brands don't collapse. They bleed quietly.Through five revenue leak types most leadership teams never see coming.↓The Unseen Billions™ FrameworkCultural Displacement™ The market moved. You didn't.Identity Drift™ You drifted from what made you work.Relevance Gap™ Your customer changed. You waited.Trust Fracture™ They noticed. You stayed quiet.Expansion Blindness™ Growth broke what made you great.None of these show up in your alerts.All of them show up in your revenue.↓I grew up between Swedish minimalism and global Muslim traditions. Across three continents.That's not background. That's the lens that finds what monocultural teams miss.The customer no dashboard counted.The market no persona deck included.The revenue hiding in plain sight.↓Case Files→ SSENSE — $4.1B customer belief erosion→ Goodfood — $258M revenue collapse→ IKEA — $212M trapped Ramadan revenue. Filed December. Executed UK. Ignored Canada.→ Shoppers Beauty — $1.1B relevance decay→ TGI Fridays UK — £20M annual leak→ Lululemon Europe — positioning failure in new markets→ Volvo North America — premium pricing erosion↓If this feels familiar:Growth looks stable but momentum is gone.Marketing spend is rising but loyalty isn't.Competitors are winning audiences you can't reach.Your next customer isn't rejecting you. You're invisible to them.↓If revenue is plateauing despite investment, it is rarely the product.It is the identity.↓I don't work with brands that want validation.I work with the ones ready to hear what their data has been hiding.↓How I workBrand Leak Assessment — 2 weeksPinpoints exactly where revenue and brand equity are escaping. Clear roadmap of what to stop, fix, and rebuild.Full Brand Autopsy™ — 6 weeksComplete forensic diagnosis across positioning, culture, and missed markets. Full execution framework delivered.↓Q2 2026: Now accepting clients.DM AUDITeditmybrand@gmail.comcalendly.com/editmybrand/30min

Country

Canada

City

Greater Toronto Area

Industry

Marketing & Advertising

Skill

Brand Strategy, Brand Positioning, Cultural Strategy, Forensic Brand Analysis, Brand Identity Development, Online Media Management, Social Media Outreach, Business Analysis, Social Media Marketing, Brand Development, Brand Management, Copywriting, Creative Content Creation, Content Design, Content Marketing, Holistic Life Coaching, Sales, Personal Coaching, Health Counseling, Entrepreneurship

Experience

Founder — EditMyBrand

Editmybrand

2024-1 - Present · 2 yrs 9 mos

I run EditMyBrand, a forensic brand strategy studio that helps established consumer brands understand where they are quietly losing revenue and why. Most brands do not fail in obvious ways. They lose value slowly through cultural blind spots, identity drift, and relevance gaps that teams are often too close to see. That is where I come in. What I do Forensic Brand Audits I conduct deep brand autopsies on underperforming consumer brands to identify where relevance, clarity, and connection have broken down. Unseen Revenue Analysis I translate cultural and identity gaps into clear business impact, showing leadership teams what those blind spots are actually costing them. Executive-Ready Diagnosis I deliver focused, decision ready insights and strategic direction that teams can act on immediately. No fluff. No surface level fixes. Typical engagements include • Relevance and identity audits for established consumer brands • Cultural and audience analysis for market expansion or repositioning • Strategic diagnosis to inform brand platforms or growth resets If your brand feels busy but stagnant, the issue is rarely effort. It is usually fractures you have not mapped yet. Forensic audits are available by request.