DTC Transformation

Topics: Consumer Goods, DTC Strategy, Digital Transformation, E-commerce, Performance Marketing, Subscription, Product Strategy & Development, Digital Marketing

I authored Munchkin's first comprehensive direct-to-consumer transformation strategy and delivered it to the Board of Directors on April 6, 2023, reframing "digital" from a competing sales channel into a first-party, data-driven relationship that would make Munchkin a vertically integrated manufacturer and retailer. The work spanned the full DTC stack: a growth plan to scale Munchkin.com toward ~15% of company revenue (~$50MM by 2026), the launch of Curio (a new luxury home-goods DTC brand), a DTC subscription model for a new infant-formula business, a $20/year paid-membership loyalty program engineered to remove retail channel conflict, a repeatable performance-marketing engine, and the consolidation of fragmented ecommerce tooling onto a single Shopify platform. I codified the strategy (vision, OKRs, customer-LTV economics, the DTC flywheel, and the enterprise-value case) and stood up a shared digital leadership model with Directors of Paid, Lifecycle, and Product spanning every property.