Let’s hear it for the underdogs
We help CPG brands and beauty junkies chart the course to success on Amazon and DTC.
Need a starting point?
What sets us apart
Track record
We’ve launched and scaled hundreds of beauty and consumer brands across Amazon, DTC, and Walmart.
Under the hood
We go beyond managing campaigns. We diagnose what's actually broken and fix the underlying issues at the source.
Built for the road
We create lasting relationships with our clients, grow with them over time, and connect them with vetted agency partners.
How we take you from 0-60
1
Test drive
During our intro call, we'll determine if a strategic partnership will benefit your Amazon or DTC business.
2
Map it out
If it's a good fit, we'll kick off the Discovery Package. This 30-hour diagnostic sprint deep dives into the qualitative, resets with quantitative clarity, and ends with a strategic plan to execute.
3
Take the wheel
When complex challenges need dedicated attention, we put strategy in the driver's seat with hands-on execution.
4
Pass the keys
For brands that want to keep moving, we offer monthly strategy check-ins and light-touch consulting as needed.
Who we are
Justin Boettcher
Founding Partner & CEO
Justin has spent his career building and scaling brands across digital commerce and beauty. With more than two decades in e-Commerce and over 15 years in the category, his work is shaped by experience across both startups and global brands, where strategy drives execution.
At Amazon, Justin helped build Premium Beauty into a billion-dollar marketplace and played a key role in launching the Indie Beauty program. He also launched Hot Topic’s Amazon business in 2009, well ahead of most brands in its category, and has led e-Commerce for brands such as L’Oréal, Urban Decay, and Markwins. Having operated at every level of growth, he helps brands see exactly where they are stuck and how to move forward with clarity and momentum.
Nora Horton
Head of Strategic Growth
Nora brings 22 years of experience across beauty operations and e-Commerce, including 14 years leading digital commerce and 8 years in Operations. She has led the build and launch of multiple brand websites from early concept through execution, driven marketplace channel development, and supported new product launches along the way. Her sweet spot is creating shopping experiences that are simple to use and seamless to support, with a sharp eye for how people browse, search, and decide to buy.
With a connection that goes back to high school, Justin and Nora have worked closely together across Hot Topic, Markwins, and Sky Organics, building a partnership defined by trust and long-term collaboration.
Brian Moran
Head of Business Development and Partnerships
Brian has spent 11+ years building Amazon businesses from both sides of the marketplace. He spent nearly a decade inside Amazon, building its grocery category from the ground up and onboarding 400+ CPG brands, before moving into enterprise partnerships across Amazon Devices and Buy with Prime.
He's helped stand up and scale Amazon businesses for brands including Truff, Weight Watchers, Magic Spoon, Cholula, and Carbone, and ran Amazon and digital commerce strategy for a multi-brand portfolio spanning Buffalo Games, EastPoint Sports, and Ceaco on the vendor side of the business. Having worked both inside Amazon and outside of Amazon, he helps brands see exactly where the marketplace's gaps are and how to turn them into leverage.
Any brand would be lucky to have him as both a strategic advisor and thought partner.
Bernice Merlini, Chief Brand Officer, DIME Beauty
Justin has been an incredible consultant for our DTC and Amazon optimizations. He's personable and communicates his expertise with ease and humility, which immediately builds trust. He quickly felt like a true extension of our team, and his depth of knowledge makes his guidance easy to rely on. Justin is fast to understand business challenges and consistently offers thoughtful POVs with multiple solution paths. He's also highly adaptable and amenable to changes in direction or scope. He adds tremendous value and is genuinely a pleasure to work with.
Evan Reilly, VP of Marketing, Peace Out Skincare
Justin is a continuous trusted partner and someone I consistently turn to when I need clear thinking and smart, practical solutions. He brings a rare mix of creative insight, sharp problem-solving, and savvy business acumen that helps you see opportunities you might otherwise miss. Any brand would be lucky to have him as both a strategic advisor and thought partner.
Bernice Merlini , Chief Brand Officer, DIME Beauty