Propeller

Propeller partners with fast-growing companies and large enterprises that need to move faster and execute complex change. The firm has deep roots in retail and technology and also serves clients across energy, healthcare, and the public sector.

What Propeller Does

Propeller helps organizations move from strategy to execution across strategy and operations, technology and data, customer experience, people and change, and AI enablement. Consultants work side-by-side with client teams to:

• Align priorities, operating models, and ways of working.
• Clear delivery hurdles and strengthen execution.
• Design and activate transformation roadmaps.
• Make change stick through people-first approaches.

Propeller is built to be more nimble and flexible than large global consultancies, embedding with clients and adapting quickly as priorities evolve.

Values and Culture

Propeller's work is grounded in a clear ethos and set of guiding principles, including:

• Serve Exceptionally – Put clients and communities first, delivering meaningful outcomes rather than presentations.
• Do Good Work – Focus on tangible results, craftsmanship, and continuous improvement.
• Be Humble Yet Confident – Balance expertise with humility and a willingness to listen and learn.
• Embrace Hard Problems – Lean into complex, high-stakes challenges rather than seeking the easiest path.
• Community and Uplift – Give back through pro bono strategy work, community partnerships, direct service, and philanthropy.
• Diversity, Equity, and Inclusion – Build inclusive, people-first teams where different backgrounds and perspectives are actively valued.

Women-Owned Business

Propeller is certified as a Women's Business Enterprise (WBENC). This certification reflects the firm's commitment to inclusion, diverse leadership, and building a culture led with empathy, perspective, and action.

Leadership

Propeller's leadership team combines consulting, industry, and operational experience. Key leaders highlighted on the site include:

• Amy Weeden – CEO and Co-Founder.
• Sunil Kasturi – Senior Partner, Growth.
• Vice presidents and directors who lead industries, markets, finance and operations, services (including AI strategy and enablement), and people and change.

Where Propeller Operates

Propeller has offices in Portland (headquarters), San Francisco, Denver, and Dallas, and partners with clients across the United States.

Propeller's AI work is designed to meet organizations where they are and move them forward quickly, with an emphasis on people, process, and culture as much as tools.

AI Strategy Development + Integration

• Define AI ambition in the context of enterprise vision and priorities.
• Build roadmaps that connect AI investments to clear business outcomes.
• Align leaders on where AI should (and should not) be applied.

AI-Informed Operating Model Design

• Use frameworks such as Propeller's AxIOM Design Framework to embed AI into roles, processes, and decision-making.
• Ensure AI is integrated into how work gets done instead of being added as a bolt-on.

AI Maturity and Utilization Assessment

• Assess how AI is currently used across the organization, including standalone, embedded, and shadow AI.
• Surface risks (such as unmanaged tools or governance gaps) and identify opportunities to scale what is working.

AI Use Case Prioritization

• Evaluate potential AI use cases for strategic fit, impact, feasibility, and resource demands.
• Focus efforts on a right-sized set of high-value pilots and initiatives.

Org Design for Blended Human + AI Teams

• Define how humans and AI systems should work together.
• Clarify roles, responsibilities, and norms for AI-enabled workflows.
• Support upskilling and new ways of working.

AI Adoption Accelerator

• Address change management needs specific to AI, including employee understanding, trust, and psychological safety.
• Design communications, training, and feedback loops that encourage responsible, confident AI use.

Outcomes Propeller Aims For With AI

When implemented strategically, Propeller's AI work is intended to help organizations:

• Align AI initiatives with business goals.
• Improve employee experience by automating low-value work and supporting higher-value tasks.
• Enhance customer engagement through more relevant, timely experiences.
• Increase operational efficiency and decision quality through better data and insights.

Propeller's Customer and Experience consulting services help organizations design and deliver products, services, and experiences that deepen loyalty, differentiate the brand, and drive sustainable growth.

Focus of Customer and Experience Work

Customers today expect seamless, personalized experiences across channels. Many organizations struggle with fragmented journeys, siloed teams, and underused data. Propeller helps close these gaps with a user-centered, delivery-focused approach.

Experience Strategy and Design

• Shape end-to-end customer and user experiences across journeys, channels, and touchpoints.
• Use human-centered design, customer insight, and strategy to align teams on what to build and how it should work.
• Support efforts such as journey mapping, experience redesign, and platform modernization.

Product and Service Innovation

• Turn new ideas into offerings that create real business value.
• Help teams define vision, test concepts, and translate them into launch-ready products and services.
• Build repeatable ways of working so innovation is operationalized, not one-off.

Personalization

• Use data and insight to tailor experiences and offers.
• Design personalization strategies that balance relevance with trust, transparency, and responsible data use.
• Support the people, process, and technology changes required to scale personalization efforts.

How Propeller Delivers Customer and Experience Work

Propeller combines strategy, design, and operational fluency. The firm works across strategy, design, marketing, technology, and change functions to ensure experiences are not only designed well but delivered and scaled effectively.

Propeller is a business management consulting firm focused on accelerating transformation and helping organizations move from strategy to execution. The firm offers an integrated set of consulting services that span strategy, people, customer experience, technology, and AI.

Core Service Areas

Propeller organizes its work into several interconnected service areas:

Strategy and Operations

Connects enterprise strategy to operating models, structures, and day-to-day execution. Typical focus areas include strategic planning, operating model design, portfolio and PMO capabilities, and integrating AI into how work gets done.

People and Change

Aligns people and strategy so teams can navigate transformation with clarity and confidence. Work often includes change and adoption programs, organizational design and effectiveness, and talent strategy.

Customer and Experience

Designs and delivers connected products, services, and experiences that deepen loyalty and drive growth. This includes experience strategy and design, product and service innovation, and data-informed personalization.

Technology and Data

Modernizes systems, data, and digital capabilities so organizations can unlock insight and scale smarter. This typically includes technology strategy, data modernization, and product-oriented ways of working.

Artificial Intelligence

Embeds AI into strategy, operating models, and everyday workflows. Propeller helps clients shape AI strategy, prioritize high-value use cases, design blended human+AI ways of working, and drive adoption.

Industries Served

Propeller brings particular depth in:

• Retail and e-commerce
• Technology and software
• Energy and utilities
• Healthcare and life sciences
• Public sector organizations

Across these industries, Propeller focuses on practical, delivery-focused consulting that connects strategy to measurable outcomes.

• Portland, Oregon (Headquarters)

2035 NW Front Avenue Suite 500 Portland, OR 97209 Phone: (503) 278-7055

• San Francisco, California

180 Howard Street Suite 800 San Francisco, CA 94105

• Denver, Colorado

1623 Blake Street Suite 100 Denver, CO 80202

• Dallas, Texas

1920 McKinney Ave Suite 700 Dallas, TX 75201

How to Contact Propeller

• General email: info@propeller.com
• Website: https://propeller.com
• Contact options on the site: "Let's Make Momentum" and "Talk to an Expert" forms that allow prospective clients to connect with the consulting team.

Prospective clients can reach out to discuss transformation initiatives across strategy and operations, people and change, customer experience, technology and data, and AI.

Lists Dallas, Humble, McKinney, Howard, San Francisco, Denver, Enterprise, and Elko as a location. Names California, Colorado, Oregon, Texas, United States, Dallas, San Francisco, and Denver as a service area. Areas beyond these are not published.

Modern organizations face constant, overlapping change — from new technology and AI to reorganizations and shifting business models. Propeller works with HR, business, and technology leaders to align people and strategy so teams can adapt and perform.

Change and Adoption

• Plan and execute change strategies for initiatives such as new tools, process changes, or operating model shifts.
• Build understanding, buy-in, and advocacy through clear communication and stakeholder engagement.
• Design and deliver training, enablement, and support that help employees adopt new systems and ways of working.

Organizational Design and Effectiveness

• Assess how current structures, roles, and decision-making support or hinder strategy.
• Design organization structures, team topologies, and governance models that improve clarity and collaboration.
• Support implementation, including role transitions and new ways of working.

Talent Strategy

• Develop talent strategies grounded in analytics and aligned to business goals.
• Address workforce planning, talent acquisition, performance, and growth.
• Help organizations attract, grow, and retain the people needed to power transformation.

How Propeller Approaches Change

Propeller takes a people-first, outcome-driven approach. Consultants combine cross-functional experience (HR, product, technology, and operations) with practical change management expertise. As they deliver programs, they also focus on building internal capability so leaders and teams are better equipped to lead future change.

Propeller partners with leaders who need to move faster, focus resources, and deliver meaningful outcomes despite limited capacity and ongoing change. Typical areas of focus include:

Strategic Planning

• Facilitate strategic and operational planning that links enterprise goals to functional roadmaps and initiatives.
• Design planning and governance approaches that keep priorities current rather than locked in static annual cycles.
• Build alignment and buy-in across teams so plans are understood and actionable.

AI Strategy and Enablement

• Align AI initiatives with enterprise strategy and operating model priorities.
• Move organizations from experimentation to execution by focusing on high-value, feasible use cases.
• Establish governance, measurement, and change support so AI adoption is purposeful rather than ad hoc.

Operating Model Design

• Design and activate operating models that clarify roles, decision rights, and ways of working.
• Support shifts such as moving to product-based or platform-based structures, modernizing technology organizations, or scaling for growth.
• Streamline processes and governance so work can move faster with clearer accountability.

PMO and Portfolio Planning

• Stand up or evolve portfolio management and PMO capabilities so demand, capacity, and prioritization are transparent.
• Improve intake, sequencing, and decision-making around which initiatives move forward.
• Provide real-time insights and feedback loops so leaders can course-correct as conditions change.

How Propeller Works With Clients

Propeller consultants embed with client teams, helping shape strategy and then stay involved through delivery. The emphasis is on tailored approaches, not templated playbooks, so that structures, processes, and governance fit each organization's culture, maturity, and goals.

Ask anyway — the agent will say plainly that it is not published rather than guess.