15+ Years CPG & D2C Omni-Channel Growth

Your ad spend built the demand. Let's go capture it.

The omni-channel growth partner for D2C brands ready to capture the full return on what they've already built. Strategy and execution for the move from D2C-only into retail and Amazon.

Book a call See the Target case study
CHANNELS I'VE LAUNCHED INTO
TARGET COSTCO SPROUTS NATURAL / SPECIALTY AMAZON
Background

Big CPG discipline. D2C hustle. I write the strategy and execute it myself.

Megan Scott

I built my foundation as a Brand Manager at Coca-Cola, Land O'Lakes, and ConAgra, owning everything that grows a brand: strategic planning, category strategy, innovation, pricing, and shopper marketing. It's a decade of CPG discipline most D2C teams have never had in-house.

As VP of Marketing at MUD\WTR, I took that discipline into a D2C startup and built its omni-channel presence from zero, growing it into 14% of total company revenue within two years. The strategy, the pitch, and the execution, done personally.

Now I bring that same playbook to other D2C brands ready to make the same move, with the research discipline of big CPG and the speed of a startup.

MBA, UNIVERSITY OF IOWA B.S. COMMERCE, UNIVERSITY OF VIRGINIA NCAA DIVISION I ATHLETE
Case Study

Zero to Target shelves in 10 months.

MUD\WTR — no sales team, no retail infrastructure. Built entirely from scratch.

1CHANNEL READINESSConfirmed margin, velocity, and pack fit for retail.
2PRODUCT & PACK STRATEGYPackage, pricing architecture, and packaging research.
3BUYER SELL-IN STORYCategory definition, data, and consumer research built into the pitch.
4PITCHED THE BUYERPresented a category vision, not just a brand — directly to the buyer.
5ON SHELF · DEC 2024No slotting fees · 14 weeks of display at launch.
The Long Game

I walked in with a category vision, not just a brand pitch. Two years later, Target built the planogram I described: a new 4ft Better-For-You set in the coffee & tea aisle.

The Results — MUD\WTR, 2023–2026

Omni-channel went from nothing to a compounding share of the business.

YEAR 1 · DEC '24
400
stores · 2 SKUs at launch
YEAR 2
14%
of total company revenue from omni
YEAR 2
3×
omni revenue growth vs. Year 1
YEAR 3 · MAY '26
1,579
stores · 6 SKUs — category reset lands
YEAR 3 · PROJECTED
23%
of total company revenue from omni
YEAR 3 · PROJECTED
1.8×
omni revenue growth vs. Year 2

This is just the start: 5% ACV — the stores we're in today. 95% of the market is still untapped.

Who This Is For

You're the right fit if...

GREAT FIT

  • You're a D2C-native brand doing $25M+ in revenue.
  • You're spending $5M+ on paid social and building real brand awareness.
  • You're ready to capture the demand your marketing already creates.
  • You want to do this right on the first try.

WHAT TO EXPECT

  • Research before recommendations — every strategy is grounded in data.
  • You'll be challenged on assumptions. That's part of the work.
  • I move at D2C speed and know which steps protect your shot.
  • I get to know your D2C business as well as you do.
How We Can Work Together

Flexible engagements built around where your brand is.

01
Project-Based
One specific need, start to finish.
  • Retail go-to-market strategy
  • Buyer sell-in story build
  • Channel readiness audit
  • Single retailer launch plan
02
Fractional CMO
Embedded leadership during buildout.
  • Owns the full retail roadmap
  • Works alongside your team
  • Strategy and execution in one
  • 3–6 month engagement
03
Advisory Retainer
Ongoing strategic guidance.
  • Weekly advisory session
  • On-demand decision support between calls
  • Review & feedback on materials
  • Category & competitive intel
Services

Strategy and execution: thoughtful launches, built for success.

CHANNEL ARCHITECTURE
Mapping how D2C, retail, and Amazon build on each other instead of cannibalizing, with sequencing and goals tailored to each channel's strengths.
PRODUCT & PRICING STRATEGY
Price slope across channels, competitive price analysis, pack format, and SKU selection.
CONSUMER RESEARCH
Brand awareness, D2C consumer data, packaging research, and SPINS analysis, built into a strong story for the buyer.
BUYER SELL-IN STORY
A category and brand sell story, plus the support plan built to win placement.
PACKAGING STRATEGY
Retail-specific packaging guidance — shelf standout, claims hierarchy, and format decisions.
LAUNCH PLANNING & SUPPORT
Shopper marketing, in-store activation, launch timeline, and reorder setup for year-one success.
INNOVATION
Pipeline strategy, market analysis, concept development and testing, market-ready execution, and launch support.
The Shelf Ready Method

From strategy to shelf, in five stages.

1CHANNEL READINESSConfirm your D2C foundation is solid. Assess timing, margin, volume, and readiness for retail.
2PRODUCT & PACK STRATEGYDefine the right SKUs, format, and pricing (OBPPC) that complement D2C without cannibalizing it.
3RESEARCH & STORYBuild the buyer sell-in story: SPINS analysis, consumer insights, competitive review, category positioning.
4LAUNCH EXECUTIONShopper marketing, secondary display, in-store activation, and reorder setup for a strong year one.
5OPTIMIZE & SCALETrack velocity, iterate on what's working, expand distribution, and build toward the next retailer.
Investment

Every brand's retail readiness looks different, so every engagement is scoped individually.

Rather than a fixed package, I price around the level of access and outcome your team needs, from a light monthly retainer to a fully embedded Fractional CMO engagement. The first step is always a conversation about where you are and what's actually in the way.

PROJECT-BASED FRACTIONAL CMO MONTHLY ADVISORY RETAINER SCOPED AFTER AN INITIAL CALL

Your awareness spend has been building demand you haven't captured yet. Let's change that.

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