Nice to meet you!
I’m Remy.

I’ll be honest, it’s incredibly strange writing “we” in many sections of this website. In nearly every way, Smaller Apple is me, Remy. That’s true in practice — I’m the only full-time employee, and the sole person who leads the work we do. And, it’s true in approach & intent, as our ways of working are shaped by my career in this same work. Every value & process that Smaller Apple embraces, I adopted after seeing common threads across companies with vastly different sizes, structures, and products.

That said, the “co” here is because practicing these values only ever happens together. For one, I draft in others where clients need an extra hand or skillset — in many cases, the very same people that shaped my outlook along the way. And most importantly, building companies & departments with clients means constantly learning from them during our partnership, even as I lead a function they need.

That’s, essentially, why I use more than the royal “we”. Smaller Apple’s whole mission is to grow through connection to others — by definition, success in that mission requires those others to connect & grow, too. I strongly believe such success is universal in this way, because I’ve seen it firsthand. It’s easy to say, hard to do together, and so worth striving for.

This page is about me & my background, since that’s what anyone working with Smaller Apple needs to know. You should have faith in the specific person you’re trusting to lead a department in, or project for, your organization. Just know that, in everything I bring to working together, my value takes root in collaboration, and the success it brings is shared.

Whether we work together or not, I hope that some part of Smaller Apple resonates with you!

- Remy Lupica

Founder & Consumer Strategy Lead

Clients, Peers, and Direct Reports

I don’t measure my ‘success’ solely by the growth I generate for client businesses. Success also includes the value I can provide to peer partners in their roles, and the professional growth of the junior team members under my leadership.

  • "Uniquely creative, disciplined, and collaborative. A lot of us would be lucky to have just one of those gifts, Remy has all three. On our skunkworks project for a large telco brand, he brought together strategic, creative, media, and branding teams together, to reimagine products & services in a way none could individually. It's an exciting way to work."

    Cam D'Auria, Group Strategy Director, Hudson Rouge
    Former Report

  • “Remy’s a highly valuable partner and collaborator — engaging & insightful to partner teams, and very empowering to his teams & reports. We plugged him into many different sides of our business here as strategy lead, and every time, his warmth & specificity got many different partners onto the same page towards success.”

    Andrew Vollmer, SVP Group Account Director, Publicis
    Partner

  • No matter the problem in front of our team, Remy is always thorough, communicative, and encouraging. His dedication & energy are infectious — across every department and every team member, he ensures that the whole team can buy into a vision & deliver it together. In short, he makes everyone he works with want to do better and be better.”

    Paul Wilhelm, Innovation Strategy Lead, Publicis Citi Team
    Former Report

  • “Across the many businesses & products we’ve worked on together, Remy always knows how to lean in alongside others to find opportunity. Media partners, product teams, creative departments, fellow strategists — the teams that work with him & for him are visibly more energetic and effective with the collaboration he brings.”

    Blair Markell, Director, NPS Prism @ Bain & Co.
    Former Report

Where I’ve Worked, What I’ve Learned

Many shapes of companies can teach you a lot over a career in marketing! In pursuing Smaller Apple’s mission, I pull from the structures I observed in the many organizations I’ve worked at, and lessons I learned from the many talented individuals I met there.

Lessons about People, from clients I’ve worked for

Structures & Principles, from companies I’ve worked at

Click any logo for a specific example of what’s influenced me at each stop! (WIP until launch)

Regenerative Farming

For those interested, “regenerative farming” is the discipline that gives Smaller Apple its name, and anchors much of my belief in the need for a sustainable world.

In short, many of the “standard” principles of farming are driven by predictability & profit margin — under-serving not only consumers, but nearly every other stakeholder as well, including growers themselves.

In contrast, regenerative farming focuses on improving soil health, which leads to healthier, more flavorful, and more bountiful crops. My belief, that businesses & their people could benefit from focusing on the inputs that drive the outputs, is very analogous to this approach.

    • Detailed explainer, from the Noble Research Institute

    • Local Roots NYC, a grassroots org building a regenerative food system, through a farm-to-doorstep Harvest Club & more

    • Red Hook Farms, a non-profit regenerative farm where I volunteer, which grows & distributes crops locally to combat food inequality