The DTC playbook
was changing.
As digital advertising became more expensive, brands were looking to retail for their next stage of growth.
WHAT I’M BUILDINGFounded 2022 · Built from the brand side
Good people.
Good work.
Good times.
THE COMPANY BEHIND THE CHAPTER
Good Peeps
I built Good Peeps to help the brands in your fridge and pantry become the brands people find, try, and buy again.
We bring the thinking of a brand operator to retail media: connecting the product, the shopper, and the places they meet.
Visit Good Peeps ↗01 / THE BEGINNINGFrom operator to founder.
- THE FOUNDATION
Inside the brands.
Cha Cha Matcha · SIMULATE · Health-Ade
- A WIDER VIEW
Alongside founders.
Advising brands. Comparing notes. Seeing the bigger picture.
- THE PATTERN
The same gap.
A growing channel without the support it needed.
- THE OPPORTUNITY
A new kind of shelf.
Retailer websites and apps becoming places to discover brands.
- THE COMPANY I BUILT
Good Peeps.
Founded in 2022. Built from the brand side.
I’d been on
the other side
of the table.
Before Good Peeps, I was inside the brands—at Cha Cha Matcha, SIMULATE, and Health-Ade. I was learning how products earn attention, how people choose what to buy, and how digital marketing connects with what happens in a store.
Alongside that work, I was advising and investing in other consumer businesses. Being close to different founders gave me a wider view: different products and teams, but a lot of the same questions about how to grow.
Across the brand side, a pattern kept showing up. Digital retail was becoming a meaningful part of the business, but it wasn’t getting the same attention or dedicated support. I understood the opportunity because I’d been on the team that needed the help.
I founded Good Peeps in 2022, bringing those lessons into a company built to help brands grow online and on the shelf. As retail media expanded, that became our focus: combining performance marketing with shopper and retail strategy, and building the team we’d wanted beside us.
From the brand side to Good Peeps ↗ More on why we built it ↗WHAT I WAS SEEINGThe shelf was changing.
The shelf was changing.
So was the opportunity.
The product still needed to move off the shelf. But more of the decisions about what went into the basket were happening on a screen.
The DTC playbook
Retailers became
media platforms.
Retailers were turning their shopper data into advertising tools. Their websites and apps offered new ways to reach people ready to buy.
Someone needed
to own the work.
Too often, a growth team was squeezing these platforms into its spare time. The opportunity needed dedicated people, strategy, and execution.
ON THE SHELF
One shopper.
Connected worlds.
Connected worlds.
ON THE SCREEN
02 / THE GAP I SAWDistribution is the beginning.
On the shelf.
Still hard to find.
Getting into a store is one milestone. Getting discovered on that retailer’s website is another. Each platform has its own advertising tools—and busy brand teams have a business to run.
THE PROBLEMToo many platforms.
Too many platforms.
Too little time.
Different systems, formats, and rules to learn.
WHAT WE BRING
People who know the channels.
A dedicated retail media team that plans and runs the work.
THE PROBLEMA listing isn’t
A listing isn’t
a shopping experience.
A product can be available without being easy to discover or understand.
WHAT WE BRING
The product, presented well.
Search strategy, clear imagery, and useful product information working together.
THE PROBLEMThe first purchase
The first purchase
is only the start.
Short-term returns don’t tell the whole customer story.
WHAT WE BRING
A longer view of growth.
Attention to new customers, repeat buying, and the value they bring over time.
03 / HOW WE DO ITGood strategy. Hands-on work.
Built around
the whole business.
We combine direct-to-consumer experience with shopper marketing, working closely with a brand’s sales and marketing teams.
- 01
Make a plan.
Connect retailer goals, distribution, budgets, launches, and promotions.
- 02
Ready the shelf.
Make online merchandising clear, compelling, and easy to shop.
- 03
Meet the shopper.
Use search, display, video, and promotions to support discovery and trial.
- 04
Learn. Refine. Repeat.
Use performance, category, and customer data to guide the next decision.
04 / THE COMPANY HIGHLIGHTSGood Peeps, out in the world.
A few things
we’re proud of.
Recognition for the company. Results built with our brand partners. Every number has a story behind it.
COMPANY RECOGNITION · 2026WALMART CONNECT · OATS OVERNIGHT+124%
Walmart first-party data.Read the case study ↗
INSTACART · GOOD PEEPS PARTNERS6 brands
Emerging Brands list.Read the partner story ↗
Inc. 5000
#467Good Peeps, among America’s fastest-growing private companies.
Read the recognition ↗Digital sales growth.
A search strategy that reached new customers while protecting existing demand.
Feb. 2025–Jan. 2026 vs. prior year.Walmart first-party data.Read the case study ↗
On the emerging brands list.
Oats Overnight, Bobbie, Recess, Pressed Juicery, Black Rifle Coffee, and Feastables.
Instacart’s Fastest GrowingEmerging Brands list.Read the partner story ↗
THE COMPANY
Inc. CPG Power List ↗
Good Peeps, among 26 insiders helping consumer brands grow.
A PERSONAL MILESTONEForbes 30 Under 30 ↗
Shray Joshi · Marketing & Advertising.
A FEW FAMILIAR FACESSelected Good Peeps brand partners
