Building brands that carry meaning — and drive growth.

I work with founders and teams as a fractional CMO and brand partner, bringing deep expertise in luxury, fragrance, and mission-led brands to shape identity, story, and growth.

Comma mark
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How I Work
01

Fractional CMO

For brands that need senior marketing leadership — without a full-time hire. Own strategy, team, and execution.
02

Brand Strategy & Advisory

For founders building or refining their brand. Positioning, identity, messaging, narrative — crafted with the depth and precision required for luxury and mission-led brands.
03

Experiences

For brands creating meaningful connection. From immersive workshops like Power of Scent, to brand activations, I design experiences that deepen engagement and bring your brand to life.
Engagement Approach
Focused sprints (2–6 weeks) Ongoing advisory (monthly) Fractional leadership (embedded)
Sherry El-Gawly
About

Comma is a strategic brand consultancy — working at the intersection of brand, business, and experience.

We work with founders, leaders, and brands building with intention—the kind who know voice matters, that aesthetic is strategy, and that brand is built through clarity, not noise.

The name is the work. A comma is a pause, the moment of intention before what comes next. It's where the thinking happens. It's what makes the sentence land.

Our work spans positioning, brand identity, voice and verbal architecture, content strategy, and the translation of who you are into how the world experiences you. We bring strategic clarity, a discerning aesthetic eye, and the discipline of someone who has built brands across luxury and consumer categories on both sides of the Atlantic.

Comma is founded by Sherry El-Gawly—a Georgetown MBA with 17+ years leading brands across luxury and consumer categories, fluent in English, Arabic, and French, with a heart for building things that last.

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What Sets My Work Apart
  1. 01 Deep expertise in luxury and fragrance
  2. 02 Proven operator at scale — $100M+ businesses, global brands
  3. 03 Equal fluency in strategy, storytelling, and execution
  4. 04 A sensory lens — understanding how brands are felt, not just seen
  5. 05 A belief that meaning is the ultimate differentiator
Select Experience

Worked with global brands and founder-led companies across beauty, fragrance, and culture.

Brand logos including Kiehl's, Maison Margiela, YSL, Ralph Lauren, and more
Frontier 25 Novus Global

Let's build something that lasts.

If you're looking for a strategic partner to shape your brand and its growth, I'd love to connect.

Get in Touch
Work With Me

I partner with a select number of brands and founders each year.

01

Fractional CMO /
Head of Marketing

Senior marketing leadership for brands that need strategic direction, clarity, and executional oversight — without a full-time hire.

  • For founders and teams ready for senior marketing leadership
  • Strategic direction, brand oversight, and go-to-market execution
  • Flexible engagement — retainer-based or set days per week
02

Brand Strategy
& Advisory

Positioning, narrative, and go-to-market strategy to help brands sharpen their voice, elevate their presence, and grow with intention.

  • Positioning & brand architecture
  • Narrative development & brand voice
  • Launch strategy & go-to-market planning
03

Experiences

Immersive, sensory-led experiences that connect people to brands, memory, and meaning.

  • Power of Scent — curated fragrance experiences
  • Custom workshops for teams, events, and brand activations

Ready to start?

Book a conversation and let's explore how we can work together.

Book a Conversation
A Scent Experience

The Power of Scent

the power, the principles & the pleasure of fragrance

Everything has a smell — fruit on the table, rain on warm pavement, a brand-new book, the person sitting beside you. Yet of all our senses, smell is the one we most often overlook. We go to a concert for sound, a restaurant for taste, a gallery for sight — but rarely do we stop to truly smell.

This guided session is an invitation to slow down and pay attention. Part sensory tasting, part conversation, it reawakens one of our most emotional and underestimated senses — and gives you the language to understand, choose, and enjoy fragrance with new confidence. Scents to smell are woven throughout.

01

The Power of Scent

Why fragrance moves us. We explore scent as transportation, memory, mood, self-expression, and seduction.

02

The Principles of Scent

The craft behind the bottle. Concentrations, scent families, and how a perfume is composed.

03

The Pleasure of Scent

Hands-on discovery. A guided journey through a curated assortment of fragrances.

Sherry leading a Power of Scent group session

90–120 Minutes  ·  Guided Group Experience  ·  Curated Sampling Throughout

Designed for the curious — no experience required, just an open nose.

Your Guide

Sherry brings deep experience in the fragrance world — including her background at L’Oréal — translating a perfumer’s craft into approachable, joyful experiences. Her sessions blend expertise with warmth, designed to leave you noticing the world a little more vividly than before.

Get in Touch
About

Sherry El-Gawly

Brand strategist, marketing leader, and creator of sensory brand experiences.

Sherry El-Gawly

I'm Sherry El-Gawly, a brand strategist and marketing leader with over 20 years of experience building and growing luxury and global brands.

I began my career in advertising with Procter & Gamble at Leo Burnett, and spent over a decade at L'Oréal leading fragrance and beauty brands including Yves Saint Laurent, Viktor & Rolf, Atelier Cologne, and Ralph Lauren Fragrances.

Most recently, I served as Chief Marketing Officer at Novus Global, where I led brand, content, and demand generation to support the firm's growth and evolution.

Today, through Comma, I partner with founders and organizations to build brands that are not only strategic — but meaningful, sensory, and enduring.

More coming soon.

Contact

Let's connect.

Whether you have a project in mind or just want to say hello — I'd love to hear from you.

hello@comma.nyc LinkedIn →