Scaling Playbooks for Health & Wellness Founders
Operating notes on visibility, reconciliation, and systems that make something happen.
AI Agents in Ecommerce Operations: What's Real in 2026
AI agents reliably run support triage, review synthesis, creative variants, and catalog work in DTC. Where they hold up, where they break, and the human gates.
LeadershipBuilding the Ecommerce Team That Owns Outcomes
The hiring sequence for a DTC brand from $1M to $10M+, which metric each role owns, what to keep outsourced, and how to tell an outcome owner from a task owner.
ScalingEcommerce KPIs by Stage: What to Track at $1M vs $10M
A $1M brand needs four ecommerce KPIs. A $10M brand needs about a dozen with named owners. Here's the stage-fit list, the review cadence, and what to cut.
LeadershipWhat a Fractional CMO Costs in 2026 (And What Changes the Price)
Fractional CMO cost runs $3,000 to $30,000 a month in 2026. What moves your number inside that band, how the five billing models differ, and when to walk away.
LeadershipThe First 90 Days of a Fractional CMO Engagement
What does a fractional CMO do? The real 90-day calendar: baseline built in month one, reallocation decided in month two, the system installed in month three.
LeadershipWhen to Convert Your Fractional CMO Into a Full-Time Hire
Convert when your marketing budget carries a $250K-$400K loaded package, the function already exists, the work is continuous, and you've given up decision rights.
ScalingSubscription Retention Benchmarks for Supplement Brands
Healthy supplement subscription retention runs 75-85% after the first renewal and 28-38% at month twelve. Here are the ranges, the formulas, and the churn diagnostic.
LeadershipFractional CMO vs Agency vs In-House: A Decision Framework
Fractional CMO, agency, or in-house hire? The three options fix three different bottlenecks. Name yours correctly and the choice makes itself. Here's the test.
ScalingLoyalty Program Strategy: What to Build at $1M, $5M, and $20M
Most brands buy a loyalty platform two stages before they need one. Here's what to build at $1M, $5M, and $20M, and what to deliberately refuse to build yet.
ScalingWhy Your Repeat Rate Is Falling While Acquisition Looks Fine
A falling repeat rate is usually a delayed signal from an acquisition decision made 60 to 90 days ago. Here's the diagnostic sequence I run, in order.
ScalingThe Win-Back Sequence That Recovers Lapsed Subscribers
Most win back campaigns send one message to everyone and lead with a discount. Here's the segmented sequence, the dunning fix, and the recovery rates to expect.
LeadershipThe Leadership Hire That Gets a Stalled Ecommerce Brand Moving
A revenue plateau under rising ad spend is usually a missing leadership layer. Here is what the diagnosis finds, how the outcome-owner role gets scoped, and what changes.
ScalingCustomer Loyalty Campaigns That Work for Supplement Brands
Points programs are the default answer to retention and the wrong one for consumables. Here are the loyalty campaigns that actually move repeat rate in health and wellness, ranked by return.
AI OperationsEcommerce Automation: What to Automate First When You're Doing $3M and Drowning
Most ecommerce automation projects fail because they start with the wrong task. Here's the sequence I use to free up real operating hours without breaking the customer experience.
ScalingThe 9 Ecommerce Metrics That Predict Whether You'll Break $10M
Most ecommerce dashboards track activity, not health. These nine metrics, with formulas and the benchmarks I use for supplement and wellness brands, tell you whether your growth is real.
ScalingWhat an Ecommerce Consultant Actually Does (And the Four Times It's Worth Paying For)
Ecommerce consulting covers everything from a $2K audit to an embedded operating partner. Here's how the engagement types differ, what each costs, and how to tell a real operator from a deck.
ScalingWhy Consumer Brands Hit a Ceiling at $3M (And How to Break Through)
Most consumer and ecommerce brands plateau between $1-5M. Here's the pattern I've seen across dozens of brands, and the framework that breaks the cycle.
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