Hands-on strategy partner for the work that grows your business.
I work with ambitious teams taking on something new and important, before they have the people to run it. I join the core team, figure out what the work actually needs, and get it running, so it lands with your customers and partners. Leaders can count on it moving forward without having to shepherd it themselves.
A first partnership, a new product, a launch nobody inside has done before. The work matters, and there's no one whose job it already is.
The work is moving faster than the people available to own it, and the senior people are needed elsewhere.
The work matters to someone outside the company, so how it lands counts as much as whether it ships.
Over fifteen years of building new work at Nike, Dell, Amazon, and Target means I start with judgment, not a ramp-up. There's no search, no onboarding curve, and no permanent headcount for work that may not need it.
I take full ownership of the work, including the parts nobody scoped. You get clear updates and decisions framed for you, not another person to manage.
My background is customer experience, so I'm thinking about your customer or partner from the first conversation. The work strengthens the relationships it touches.
Fintech company · Enterprise partnership
A fintech company took on a first-of-its-kind partnership for a major enterprise customer with high visibility on both sides. Hidden Line joined the core team to lead the engagement and keep both partners aligned on work neither had done before. Within weeks, the work had a steady rhythm, the customer relationship was on solid footing, and new scope had been identified that grew the revenue opportunity.
Growth-stage company · New product
A prototype proves an idea is worth building. It doesn't settle who owns it, how it gets secured, or what "ready" means. A growth-stage company needed those answers quickly to bring a promising AI-powered prototype onto its core platform on a compressed timeline. Hidden Line turned business intent into requirements an engineering team could build against, defined the testing approach, and held the work on course, so leadership could stay focused elsewhere with confidence.
Membership-based organization · Customer insight
Just before founding Hidden Line, I worked with an agency's client that needed to understand its customers well enough to make informed strategic decisions. The personas I developed became the basis for its UX design flows, membership experiences, and communications strategy, shaping how the organization engaged its core customers across channels.
I'm Preethi, founder and principal strategist. Before starting Hidden Line, I spent over fifteen years leading strategy, experience design, and operations at Nike, Dell, Amazon, and Target, from global e-commerce experiences at Dell to innovation research programs at Nike's Sport Research Lab and private label strategy at Target.
The name comes from architecture. A hidden line is the structure that makes something possible without being the focal point. That's the work I do: your team and your ambition stay in front, and I build the structure underneath.
Most work starts here: a defined outcome, named stakeholders, and an agreed picture of what "running" looks like.
For work that takes months to establish: a stated objective, a set monthly commitment, and a check-in at 90 days.
For agencies with a client moment that needs a hands-on strategist next to the team.
Not sure which fits? That's a good first conversation.
Is there something new and important on your plate? Need someone to own it? I'd like to hear about it.