Fractional DTC Operator · CPG Brands $0–$5M

Own the Customer. Earn the Shelf.

I built my own CPG brand to $1M+ in DTC, then used that engine to land QVC and 900+ retail doors. Whether you're scaling DTC or using it to earn your shelf, I run the same playbook inside your ad account, your Shopify, and your Klaviyo. No agency in the middle, no handoffs.

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3 client slots at a time · 90-second application · replies within 48 hours

Most brands start with consulting: $2,000/month, month to month. See what's included

$1M+ DTC Revenue, Built from Zero 1.3x → 2.5x Meta MER Since Launch $32 Average New-Customer CAC 900+ Retail Doors Closed with DTC Data 3 Brands Launched from Zero

Brands I've worked with

POINTS! Chocolates Dogfolk Treats Pedro Pan Kin Kitchen Foods Tribute Provisions Rive Wellness

Stack I build on

Built for CPG Brands Between $0 and $5M

You have a product people reorder, and maybe some retail traction too. But DTC hasn't clicked. You've tried ads. The numbers don't work. Nobody on your team owns it.

That's the exact problem this practice was built to solve.

I built my own CPG brand to $1M+ in DTC revenue before taking a single client. That DTC engine did double duty: the proof of demand and customer data behind it helped land QVC, 900+ TJ Maxx and Marshalls doors, and hundreds of independent retailers.

When we work together, I'm the one in your ad account, your Shopify admin, and your Klaviyo flows. No account manager in the middle. No handoffs.

Retail on the roadmap

Whether you already have shelf space or you're working toward it, your DTC data is what makes buyers say yes. I build the engine, and the proof behind your next pitch.

Ready to spend on ads

You have budget to test. You need someone who knows how to deploy it without wasting it.

Need an operator, not a vendor

You don't want a deck and a handoff. You want someone in the account, doing the work.

The Retail Flywheel

Your DTC numbers are the proof retail buyers ask for.

$1M online 900+ doors DTC Engine 1 Customer Proof 2 Retail Doors 3 Brand Demand 4

The $1M DTC engine behind POINTS! is what put it on QVC and in 900+ TJ Maxx and Marshalls doors. Buyers don't ask if people like your product. They ask you to prove it. Repeat rates, reviews, and customer data from your own site end up being the strongest slide in your next buyer pitch.

I build that engine, and then we use it to win your next retail meeting.

  1. DTC engine: validated offer, paid acquisition, retention flows
  2. Customer proof: repeat rates, reviews, CAC and LTV data
  3. Retail doors: buyer pitches backed by real demand numbers
  4. Brand demand: shelf presence sends new customers back to your site

Operator vs. Agency vs. Freelancer

What changes when the person doing the work is the person you hired.

Phillips Growth Co
Typical agency
Typical freelancer
Who runs your account
Me, in the account daily
A junior pod behind a manager
One person, one skill set
Scope of work
Ads, retention, pages, and unit economics
Usually a single channel
Whatever they happen to know
Skin in the game
Built my own brand to $1M with my own money
Other people's budgets
Rarely ran a P&L of their own
Commitment
Month to month, with decision gates
6 to 12 month retainer
Open-ended hourly
Asset ownership
You keep every page and account
Locked inside their tools
Varies, and often undocumented
Reporting
Tied to decision gates
Dashboards built to impress
Screenshots on request
Pricing
Flat and transparent
Media markup plus fees
Cheap until it isn't

Start here

The Growth Partner

The easiest way to put an operator who has actually built a DTC channel on your side of the table. One price, month to month, and you keep every asset.

What you get every month

  • A weekly 60-minute working session. Not a status call. We open the accounts, read the numbers, and decide what happens next.
  • A full-funnel audit in week one, plus a 90-day roadmap. Ads, site, offer, email, and unit economics, written down and prioritized.
  • Async access between calls. Send me a screenshot, a creative, a price change. You get a real answer inside one business day.
  • A monthly unit-economics scorecard. nCAC, MER, contribution margin, and repeat rate, the four numbers that decide whether DTC works for you.
  • Offer, persona, and creative-angle direction. Decided before you spend the money, not diagnosed after you lost it.
  • AI DTC systems and coaching. The AI research, creative, and reporting systems I built for my own brand and am now rolling out across several clients, set up in your stack so a lean team ships more without adding headcount.
  • Included free16 Meta static ads, produced for you, every month. Not templates and not a brief for your designer. Finished ads. That is the entire $600/month ad service sold below, and it is yours at no cost for as long as we work together.
  • A read on anyone else you are paying. I audit your agency, your freelancer, and your app stack and tell you what to cut. This is me grading them, not running them. If you want someone to actually hold the agency to a number, that is Agency Management below.

Straight about the scope: consulting means you or your team execute, and I make sure you are executing the right things in the right order. I am not in the ad account pushing buttons every day, and the wins stay yours. If you want the work done for you and the numbers owned by me, that is the done-for-you side below, and it costs more for exactly that reason.

Included with consulting

The AI Operating System I Install in Every Brand

I built it running my own brand. Now each client gets their own version: a library of playbooks loaded into Claude, so every ad, page, and email starts from the same facts instead of a blank chat.

00-start-here.mdHow the system works, and the order to use it
01-workspace-setup.mdA Claude Project for writing, Claude Code for the store
02-brand-facts-and-rules.mdThe source of truth: numbers, approved claims, compliance by channel
03-research-playbook.mdReviews, support emails, competitor gaps
04-positioning-and-copy.mdRules for anything a customer reads
05-advertorial-playbook.mdThe pre-sell page for paid traffic
06-static-ads-playbook.mdConcepts, image prompts, production
07-cro-playbook.mdProduct page, buy box, offer
08-retention-playbook.mdFlows, popups, the review engine

  1. One source of truth

    Every number, approved claim, and compliance rule lives in one file. The AI checks it before it writes, so it stops inventing product facts and knows what each ad platform allows.

  2. A playbook for every job

    Research, positioning, the advertorial, static ads, the product page, and retention each get their own file, written from what has worked in my own accounts.

  3. Your team just asks

    "Write ten static ad concepts." "Audit our Klaviyo flows." The workspace pulls the right playbooks, so a lean team ships more without adding headcount.

The files carry the method. Your team supplies what only you have: reviews, support emails, and the words customers actually use. That split is why the output sounds like your brand.

Done-For-You Engagements

When you want the work executed instead of advised on. Higher touch, higher price, and I own the numbers we agreed to move.

Tier 1

DTC Validation

Best for: no DTC channel yet, or ads that have never worked. Usually under $10K/month.

  • 60-day sprint to a real demand signal
  • Landing page built in Replo, yours to keep
  • Meta acquisition built and managed daily
  • 25 static ads a month, produced in-house
  • Retention foundation: Klaviyo welcome and abandoned cart flows, email and SMS, plus an optimized popup, so the customers you pay for come back
  • Decision gate at day 60. Scale or kill, no ambiguity.

$4,000/month

Start your 60-day validation
Most Common

Tier 2

Scale Package

Best for: DTC already somewhat works but you want it to be more of a main channel. Usually $20K+/month.

  • Everything in DTC Validation, run as an ongoing channel instead of a 60-day test
  • Klaviyo owned end to end: every flow, campaigns, segmentation, and SMS
  • Landing page architecture and continuous CRO testing
  • 25+ persona-based statics a month, refreshed against fatigue
  • Weekly reporting down to contribution margin, not monthly

$5,500/month

Put an operator in the account

Tier 3

Agency Management

Best for: an agency in place or evaluating agencies, and unsure they are earning their fees. Usually $50K+/month.

  • I manage the agency, I do not just grade them. You stop being the middleman between your brand and your vendor.
  • Their scope, targets, and scorecard are set by me and reviewed weekly
  • I am on every agency call, and media plans and creative get approved or sent back before they ship
  • Budget allocation sits with me, not with the vendor selling you the channel
  • Every quarter: keep them, renegotiate, or replace them, with the replacement already sourced

From $4,500/month

Put me on your agency

Under $20K a month, or not ready to hand over execution? Start with consulting at $2,000/month. If you upgrade to a done-for-you engagement later, your most recent consulting month comes off the first invoice.

Standalone Services

Want one deliverable instead of an engagement? Buy it on its own. No application, no retainer, no long commitment.

Replo Landing Page

Full landing page strategy, copy, and Replo development. You own the page outright. Editable without a developer.

$2,500/page

Request this

Meta Static Ad Batch

16 finished static ads every month. Minimum 8 unique formats, persona-segmented copy and creative direction. Consulting clients get this entire pack free.

$600/month for 16 ads

Request this

Proof of Process

The same stack and playbook offered to every client.

Primary Case Study

POINTS! Chocolates / Hummii

Lower-sugar, higher-protein candy · Oct 2023 to present

$1M+Shopify Revenue
2.5xMeta MER, up from 1.3x at launch
$32Average nCAC
$53Average AOV with bundle
POINTS! branded landing page hero
Branded landing page: hero
$300K+ in sales generated
POINTS! branded landing page offer section
Branded landing page: offer section
POINTS! branded landing page social proof section
Branded landing page: social proof
POINTS! advertorial landing page intro
High converting "ugly" advertorial: intro
$200K+ in 2026 sales. Highest CVR page on the site.
POINTS! advertorial landing page body
"Ugly" advertorial: story and body
POINTS! advertorial landing page close
"Ugly" advertorial: offer and close
POINTS! direct response static ad creative
Direct response static ad creative
500+ sales on $10K+ in spend
POINTS! ugly ad creative
"Ugly" ad creative
1,000+ customers acquired on $25K+ in spend
  • Scaled from Kickstarter to $1M+ in DTC revenue
  • QVC placement secured
  • 900+ TJ Maxx, HomeGoods, and Marshalls doors, plus hundreds of independent retailers
  • Meta MER grew from 1.3x at launch to 2.5x in June 2026

This brand is the proof-of-process. Every system offered to clients was built and validated here first.

Zero to One Launch

Dogfolk Treats

Premium dog treats

$70+nCAC at launch
<$30nCAC within 90 days
-57%acquisition cost
  • Launched DTC from zero. No list, no existing traffic, no roadmap
  • Diagnosed the highest-resonance creative angle through systematic testing
  • Rebuilt acquisition around a trial-pack-to-subscription architecture
Full Shopify Storefront Build

Pedro Pan

Beef tallow Cuban crackers

Full DTC storefront built from zero. Homepage, PDP, About page, and paid traffic landing page. Heritage brand story translated into a conversion-first Replo build.

Pedro Pan homepage hero with product photography
Homepage
Pedro Pan homepage brand story section
Homepage story
Pedro Pan product detail page with flavor, pack size, and subscription options
PDP and offer architecture
Pedro Pan product detail page ingredients and flavors
PDP ingredients
Pedro Pan About page heritage story
About page
Pedro Pan About page brand history
About story
Pedro Pan paid traffic landing page
Paid traffic LP
Pedro Pan landing page offer section
LP offer
  • Complete storefront shipped: homepage, PDP, About page, and a paid traffic landing page. The brand owns all of it and can edit it without a developer
  • Offer architecture built for AOV: 3, 6, and 12-packs with a free variety-pack mechanic, plus Subscribe & Save 15% via StayAi
  • Heritage Cuban-American story translated into conversion-first design, down to the brand-voice FAQ ("Real fat. Real food.")

Design built to convert cold traffic while honoring a brand story worth telling.

Cohort 2: Currently in Growth Sprint

Four Brands in the Current Sprint

Kin Kitchen Foods

Premium organic granola in glass jars

Status: Full funnel engagement active

Scope: Landing page build (Replo), Meta acquisition, persona-based static ad production, offer architecture

Tribute Provisions

High-protein honey graham cereal

Status: Full funnel engagement active

Scope: Landing page strategy, Meta acquisition, Klaviyo retention, static ad production

Rive Wellness

Functional mushroom and botanical sleep gummies

Status: Launch sprint active

Scope: Advertorial landing page, Meta static ads, CRO and retention playbooks, plus a custom AI workspace the team runs day to day

In stealth

Stealth DTC Beverage Brand

Subscription-led functional beverage

Status: Lifecycle and retention engagement active

Why it's interesting: Subscriptions drive about 56% of revenue, 900+ new subscribers joined in the past year, and subscribers who clear the second box mostly stay, with several cohorts holding 90%+ into month three.

Scope: Klaviyo lifecycle rebuild (welcome, post-purchase, abandoned checkout), SMS, subscription retention (cancel flow, first renewal, failed payments), popup testing, and BFCM. The goal is taking email and SMS from about 5% of revenue to 20%+.

Cohort 2 is mid-sprint, with decision gate reviews at day 60. If we talk before then, ask me how the numbers are looking and I'll show you.

Lifecycle and retention

What Retention Work Is Worth

An example subscription brand, before and after the lifecycle work. Most of the money is won or lost at the second charge.

Subscribers still active, by box

Line chart of an example subscription brand. Before: 61% of subscribers reach box two and 27% reach box twelve. After retention work: 75% reach box two and 45% reach box twelve. The same data is in the table below.
View the data as a table
BoxBeforeAfter retention work
1100%100%
261%75%
356%71%
452%68%
548%64%
644%61%
740%58%
837%55%
934%52%
1031%50%
1129%47%
1227%45%

Where the lift comes from

  1. Welcome and post-purchase education. Set expectations and build the habit, so the first box gets used and not shelved.
  2. A heads-up before the second charge. The biggest single leak. A clear note, and a subscription portal people can actually find.
  3. A cancel flow matched to the reason. Skip, swap, or slow the cadence before any discount is offered.
  4. Failed-payment recovery. A proper recovery sequence, so an expired card never quietly becomes churn.

What it's worth to you

Still subscribed at box 6

44% to 61%

Boxes per subscriber, first 12

5.6 to 7.5

$

Extra revenue from one year of new subscribers

$89,760

Counted over each subscriber's first 12 boxes.

Illustrative example with sample numbers, not a client's data. The curves assume box-two retention moving from 61% to 75% and monthly retention from 92% to 95%, the kind of lift the levers above are built to produce. Real results depend on the brand. Want this modeled on your own subscription data? Apply.

Not ready to apply? Take the playbook.

The 60-Day Validation Playbook is the exact decision-gate framework I run on every brand, including mine. The validation test, the math, the week-by-week plan. Free, no call required.

You'll get the playbook instantly. No drip campaign, no daily emails.

Validation Before Scaling.

Every engagement starts with the same question: does demand exist at a unit economics level that makes scaling worth it?

Before launching POINTS! Protein Candies, a brand new SKU, a sub-$1K Meta test (two packaging directions, 15 purchases, clear winner against a $55 CAC bar) de-risked a five-figure inventory commitment before a single production run was confirmed. Same playbook applied to every client.

1

Validate

Find the demand signal. Prove CAC before scaling spend.

2

Build

Landing page, offer architecture, retention flows. Structure before creative.

3

Scale

Turn up spend with confidence. Decision gates replace open-ended retainers.

Run Your Own Numbers

The first question I answer with every brand: what can you afford to pay for a customer? Change any number and the math updates.

$
%
$
$

Contribution per order

$24

Break-even CAC, first order

$24

Break-even CAC, first 12 months

$43

Pays back within the year. Every order after the first is profit, so scaling is a cash-flow question. Watch how long payback takes.

A simplified model before overhead. It leaves out payment fees, discounts, and returns, so treat these numbers as the ceiling. Want it built out with your real data? That's week one of consulting.

What the First 60 Days Look Like

Clear steps, a fixed review date, and no open-ended retainer waiting at the end.

Week 1

Audit and plan

I get into your accounts, audit the funnel, and lock the offer and validation plan.

Weeks 2 to 3

Build

Landing page in Replo, tracking, retention flows, and the first static ad batch.

Weeks 4 to 8

Run and learn

Launch acquisition, test creative angles, and watch unit economics daily.

Day 60

Decision gate

We look at CAC and contribution margin together, then scale, adjust, or stop.

Low-Risk by Design

Month to month.
If you choose to stop it at the review period, you still own every asset.

Month to month

No long contracts and no lock-in.

Stop at the review

Decision gates replace open-ended retainers.

You own everything

Every page, asset, and account stays yours.

Apply to Work Together

3 client slots at a time · 90-second application · replies within 48 hours

Tyler Phillips

Tyler Phillips

Founder, Phillips Growth Co.

Connect on LinkedIn
Bootstrappedscrappiness & efficiency
$1M+DTC revenue
900+doors + QVC, closed with DTC data

I started POINTS! Chocolates with no outside funding and no agency. Built it to $1M+ in DTC revenue, landed QVC, and got into 900+ retail doors, all while figuring out Meta, Klaviyo, Shopify, Replo, and everything else DTC-related from scratch.

Along the way I kept hearing the same problem from other founders: the agencies that actually know what they're doing are built for $5M+ brands, and freelancers rarely handle the full picture of ads, retention, landing pages, and unit economics all at once. That's the gap this practice fills. The $0 to $50K a month stage deserves an operator who has done it with his own money, on his own brand.

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