At Upside, impact doesn’t happen by accident — it’s the result of thoughtful strategy, clear context, and strong collaboration across teams. This month, we sat down with Griffin Cole, whose role sits at the intersection of planning and execution, as he shared what he’s learned along the way. 

Q: Which of our company values do you connect with the most? 

Griffin: I’m constantly looking at the "why" behind our "how." To me, Making the Impact Worth the Effort means ensuring that every lever we pull is designed to leave things better than we found them. I find it incredibly rewarding to identify the specific strategic moves that will have an outsized positive impact on the future of our consumers and our retailers.

Q: What do you think makes you unique as a team member? 

Griffin: Since I support so many different areas of the business, I’m often able to spot dependencies or opportunities for collaboration that might not be visible from within a single silo. I enjoy being the person who can zoom out to the 30,000-foot view and then zoom back in to help turn a wrench when needed.

Q: What is the most important lesson you’ve learned in your career? 

Griffin: The most important lesson I’ve learned is that context is a force multiplier. As I’ve grown in my career, execution has become more than just checking boxes; it’s about ensuring everyone understands the "why" behind a strategic shift. When you operate at that level, the work becomes much more fluid and creative. Providing that bridge between the high-level goal and the tactical work is really challenging and rewarding.

Q: What are your hobbies outside of work? 

Griffin: Outside of the office, I’m a dad to two daughters, so they keep me pretty busy! When I’m not with them, I love being outside — usually golfing or skiing, depending on the season. It’s the best way for me to recharge and unplug for a bit before the next planning season begins.

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