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Inside Theory House

Facing the new reality of retail? You need a true strategic partner – an innovative retail and shopper marketing agency to help your brand or banner rise above disruption.


Retail Forward is our promise to use our expertise to constantly re-imagine the shopping experience and engage customers in new ways that accelerate the world’s leading retailers and brands.


Our team of collaborative retail marketing experts understands the challenges facing today’s retail marketers from the inside out. We work to align organizational silos and deliver strategically-driven solutions.


Whether you’re seeking a new in-store experience or an enhanced brand presence, we deliver the right solutions the first time. We help you advance today’s realities and imagine tomorrow’s possibilities.

Our Services and Expertise


Our expertise advances business success and achieves your goals.

Retail Sell-In
Brand Consolidation
Brand Positioning
Competitive Review
Insights and Research
Go-To-Market Strategy


We create relevant brand and experience solutions that grow sales.

Brand Development
Package Design
Brand Reinvention Workshops 
In-Store Design
Shopper Marketing
Category Reinvention

Our Leadership Team

Jim Cusson

Jim Cusson


Cusson is a passionate advocate for retail as experience and has been an integral part in building brands for Google, Pepsi, McCormick, Food Lion, The Fresh Market, Family Dollar and many others. He is often quoted in business journals on the subject of retail marketing, including The Wall Street Journal, Fortune and Fox News.

Jared Meisel

Jared Meisel

Managing Partner

Before launching Theory House, Meisel worked at North America’s most prestigious shopper marketing agencies, including Saatchi & Saatchi X and DraftFCB. He develops dynamic strategies to connect retailer marketers with shoppers in relevant, profitable ways—for clients that include Pepsi, Starbucks, McCormick, Walgreens, Walmart, Procter & Gamble, Coca Cola and SC Johnson.

Molly Kraus

Molly Kraus

VP, Accounts

Kraus built her career in shopper marketing at Geometry Global. During her tenure there, and while working in NASCAR, she developed campaigns and partnerships for many top brands including Barilla, Edgewell Personal Care, Best Buy, Coca-Cola Bottling Co. Consolidated, and Shell/Pennzoil. She delivers significant ROI through retail merchandising, experiential activations, traditional, digital and social media.

David Parsons

David Parsons

VP, Design

Parsons arrives from PepsiCo’s Design and Innovation Center where he was the Design Director, Global Foods Group. He led brand development and market activation across PepsiCo’s global snacks and beverage brands. Before that, he spent eight years at Landor Associates in New York and Cincinnati where his responsibilities included brand development and packaging for clients including Diageo, Kraft and P&G.