Growth for brands the playbook wasn't written for
I've spent over 15 years building and scaling brands, from co-founding Eaze and growing it to $150M in GTV to helping brands like ZBiotics, PEPPER, and LEVEL find what works and turn it into lasting growth.
Acquisition costs keep climbing. Channels keep splitting. AI is changing how people find brands. Founders have to grow with less room for error.
I've spent 15 years building growth systems for consumer brands and venture-backed startups, managing $10M+ in spend along the way.
You're in the right place if…
Seed to growth stage. Consumer, DTC and CPG. Extra useful in categories where the standard channels are restricted or saturated.
Probably not a fit: enterprise B2B sales, or a team that just needs someone to run ads.
“Paid stopped paying back.”
Where I come in.
Start small. Scale when it works.
Strategy sessions
A standing call with someone who has sat in your seat. Pressure-test plans and catch expensive mistakes early.
- FOR
- Founders who want a sounding board
- GET
- Weekly sessions, async access
- PRICE
- Scoped together
30-day growth plan
The full playbook in 30 days: goals, channels, budget, timeline and owners, ready for your team to run.
- FOR
- Teams heading into a launch or a new quarter
- GET
- Written plan, four working sessions
- PRICE
- $10,000
Embedded growth lead
I join the team and own the number across channels, CRM and brand, with my bench behind me.
- FOR
- Brands that need a senior operator now
- GET
- Ongoing, a set number of days each week
- PRICE
- Scoped together
Brand identity build
Strategy, identity and a launch-ready brand system, designed with partner studios.
- FOR
- New brands and relaunches
- GET
- Brand framework, identity, style guide
- PRICE
- Scoped together
Meet F2
Hi, I'm F2. Tell me about your business and I'll give you a second opinion on where to focus next.
A quick scan of your growth potential.
F2 combines 15 years of real-world growth playbooks with a scan of your business and website to uncover opportunities and the three things I'd investigate first.
Your answers go directly to Jamie. How F2 uses them
BUILT FROM REAL WORK WITH LEVEL, ZBIOTICS, PEPPER AND OTHER BRANDS
Proof, not promises.
- CHALLENGE
- Grow a marketplace with Google, Meta and app-store ads closed.
- WHAT I DID
- Built referral, PR, partnership and brand channels from zero.
- RESULT
- 300K+ customers and a $400M valuation.
- CHALLENGE
- Launch a product category that didn't exist yet.
- WHAT I DID
- Supported crowdfunding, planned the channel mix, advised growth after launch.
- RESULT
- 15M+ bottles sold since launch.
- CHALLENGE
- Scale DTC in a category most ad platforms restrict.
- WHAT I DID
- Scaled paid and SEO, lifted AOV and lifetime value.
- RESULT
- Sales up 200%+ year over year at 3:1 LTV to CAC.
- CHALLENGE
- Sell a premium EMS suit to buyers who have never tried EMS.
- WHAT I DID
- US audience strategy, phased paid launch, press and CRM.
- RESULT
- A full US growth playbook, handed to the team to run.
- CHALLENGE
- Stand out in a crowded creator tools market.
- WHAT I DID
- Positioning, content program and product-led growth.
- RESULT
- A launch playbook: positioning, content and product-led loops.
- CHALLENGE
- Bring new customers into four stores.
- WHAT I DID
- SEO, field marketing, referral and a private label launch.
- RESULT
- Organic traffic doubled in 90 days. Launched Solful Health.
- CHALLENGE
- Make a functional drink brand jump off the shelf.
- WHAT I DID
- Brand strategy and voice, with identity and packaging designed alongside Always Feel Welcome.
- RESULT
- Launched in 2019, DTC with Diplo and Rob Dyrdek and in dispensaries via HERBL.
The senior person on the first call stays on the work.
| Working with me | AGENCY | FREELANCER | AI TOOLS ALONE | |
|---|---|---|---|---|
| Senior operator on every call | ✓ | Sales call only | Varies | – |
| Strategy and hands-on execution | ✓ | Execution | Execution | Drafts |
| Restricted-category experience | ✓ | Rare | Rare | – |
| Has built and exited brands | ✓ | – | Rare | – |
| Brand, growth and retention together | ✓ | Separate teams | One skill | Partial |
| Leaves a system your team can run | ✓ | Often not | Varies | – |
I’m Jamie. I turn products people haven’t seen before into brands they trust and buy from again and again.