Carter Welch

President and Founder at The Fig Tree Group

Carter Welch works with founders and owners of growing businesses as a trusted advisor and thinking partner, helping them handle the increasing complexity that comes with success.

Over his career, Carter has led marketing, sales, and strategy at companies ranging from Procter & Gamble to venture-backed startups. He has driven significant growth and turnarounds across consumer products, manufacturing, and technology businesses. 

Carter’s role may take different forms depending on the situation. In some cases, he serves as a trusted outside advisor, helping leaders step back, see their business clearly, and make confident decisions about what matters most. In others, he steps in as a fractional Chief Marketing Officer, helping companies sharpen their positioning, align their marketing efforts, and translate strategy into focused execution. His work often spans strategy, marketing, financial clarity, leadership alignment, and growth planning—especially when opportunities expand but focus begins to slip.

He is based in Santa Rosa, California, and works with clients across a range of industries, including consumer and natural products companies facing growth, brand evolution, and go-to-market complexity.