Fractional Sales and Retail Strategy with Robert Fascia & Tommy Renda of Vandelay Strategies

Scaling a CPG brand in retail requires far more than a strong product. It demands disciplined strategy, operational clarity, and trusted relationships across the retail ecosystem.

In this episode of Candid with Candidates, Jennifer Hahn is joined by Robert Fascia, Owner of Vandelay Strategies, and Tommy Renda, President of TCR Consulting and Partner at Vandelay Strategies, to discuss how they help brands grow sustainably by serving as fractional leaders across sales and strategy. Drawing on decades of experience from both the retailer and vendor sides, Rob and Tommy offer a grounded perspective on why many brands struggle to scale—and how a strategic, execution-focused approach can change the outcome.

Vandelay Strategies was built to address a common challenge facing emerging and growth-stage brands: investing heavily in full-time sales leadership before the business is ready. Instead, Rob and Tommy partner with companies generating meaningful early revenue and provide senior-level expertise across pricing, promotions, broker management, and retail execution—without the overhead of traditional hiring models.

Throughout the conversation, they share real-world examples of scaling legacy brands, launching innovative products into thousands of stores, and helping founders navigate the complexities of retail decision-making. The episode also explores their individual career journeys, offering candid advice for professionals building long-term careers in retail and CPG.

Episode Highlights

(01:28) Rob Fascia’s background in finance and private equity—and how it shaped his retail leadership

(02:23) What Vandelay Strategies actually does and why fractional leadership works for CPG brands

(04:07) Defining the ideal client: $500K+ in sales, open-minded, and ready to learn how retail really works

(06:05) How Vandelay provides full-service strategy, pricing, and execution—not just advice

(06:45) Why Rob and Tommy’s broker relationships unlock access most brands never get

(08:43) How category managers only review a small fraction of submissions—and why validation matters

(09:32) The true cost of hiring full-time sales talent vs. fractional leadership

(10:21) Tommy Renda’s Safeway roots and his mother’s legacy as a retail industry icon

(12:46) Leaving retail after COVID: burnout, risk, and making the leap to the vendor side

(14:56) Why Rob left private equity for retail—and why grocery still matters

(17:11) Why work ethic and integrity matter more than a perfect resume

(19:19) Case study: scaling a 78-year-old caramel apple brand from 9 to 44 states

(20:49) How a pumpkin seed brand became a 7,000-store produce success story

(23:15) Why product quality alone won’t get you on shelf—or keep you there

(24:19) Why most brands misunderstand trade spend and set themselves up to fail

(24:32) The danger of letting retailers dictate your long-term positioning

(25:35) Why retail is a game of chess—not checkers

(27:00) Rob’s three rules for career success: humility, embracing the journey, and paying it forward

(29:18) Tommy’s candid advice: authenticity, work ethic, and choosing your attitude

(32:41) Why Vandelay is referral-only—and how relationships still drive growth in CPG

“The only place work comes before success is in the dictionary.”

— Tommy Renda

“In retail, every decision creates downstream consequences. This is a long-term strategy game.”

— Robert Fascia

What You’ll Learn from This Episode

• Why most CPG brands struggle to scale after getting on the shelf
  
• How fractional leadership can reduce cost while increasing strategic impact
  
• The role broker and buyer relationships still play in modern retail
  
• Why placement, pricing, and promotion decisions must align from day one
  
• How to think realistically about trade spend and competitive dynamics
  
• Why humility, adaptability, and work ethic matter more than linear resumes
  
• How non-traditional career paths can create stronger retail leaders