Experience
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Education
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Elon University
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Activities and Societies: Alpha Kappa Psi, Zeta Tau Alpha, Transfer Student Organization (Vice President), Student Mentor, Honor Roll for Social Responsibility, Study Abroad, Elon University Student Tutor
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Licenses & Certifications
Languages
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Spanish
Elementary proficiency
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Mel Pacheco
Your DTC flash sale just destroyed your Target relationship. You ran a 40% off promo to hit your monthly number. It worked. You moved product. The team celebrated. Then your Target buyer called. Customers walked into their store, saw your product at full price, checked their phone, and bought it from you for 40% less. Target's not re-ordering next quarter. This is the cross-channel nightmare nobody talks about: 🔴 Amazon controls 40.9% of US ecommerce 🔴 Retail delivers the scale 🔴 DTC builds the loyalty And they're all cannibalizing each other. Brands are learning this the expensive way. You open a store, and ecommerce sales drop (the "J-Curve"). You discount DTC, and retail buyers pull back. You chase Amazon velocity, and your margins disappear. 65% of CPG leaders say they'll rely on a multi-channel mix by 2026. But most don't have a strategy. They have a hope that it all works out. It won't. Not without deciding what each channel is actually for. How are you managing channel conflict – strict pricing controls, different product mixes, or just hoping it doesn't blow up?
12 Comments -
Jon Mitchell
Quick question for anyone running a DTC brand between $2M and $10M. Who on your team owns subscriptions? Not "who set it up." Not "who checks the dashboard sometimes." I mean who wakes up thinking about subscriber retention as their actual responsibility. Because in most of the conversations I have, the answer is nobody. Marketing kind of watches it. Ops steps in when something breaks. The founder glances at the number. But there's no single person whose job it is to optimize the program after launch. One founder said something that stuck with me: "None of us are subscription experts." Not as an excuse. Just as a fact. And I've heard some version of that from a lot of teams. The subscription gets set up, it starts generating revenue, and then it sits. Same cancel flow. Same default settings. No cohort analysis. No experimentation. For months. Sometimes years. I think this is one of the most underrated growth gaps in DTC right now. Not a knowledge gap. An attention gap.
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Honey Syed
$500 per client per month writing 8 Reel scripts Go to SEO agencies that already serve local businesses. The ones doing SEO for dentists, plumbers, realtors, lawyers, restaurants, med spas. Those clients are probably already posting Reels because their social media person told them to. But nobody on the team is connecting Reels to the SEO strategy. The pitch to the agency is specific. "Your clients are posting Instagram Reels every week. Since July 2025, Google indexes the voice transcription from those Reels. That means every Reel your client posts is either helping or ignoring their keyword strategy. I'll script 8 Reels per month per client, each one targeting a specific long-tail keyword from their SEO plan. You white-label it as part of your existing SEO package or sell it as an add-on. I charge you $500 per client per month. You mark it up to whatever fits your pricing." The agency says yes because it lets them expand their deliverables without hiring. - They already have the client relationship. - They already have the keyword research. - They already know which terms the client needs to rank for. What they don't have is someone who can translate "rank for emergency plumber Phoenix" into a 30-second Reel script that sounds natural when spoken and contains the exact phrases Google will transcribe and index. That's the skill. Writing scripts that a business owner can read into their phone camera in one take, that sound like a real person talking and not a keyword-stuffed blog post, and that contain the target phrases naturally enough that the transcription reads like useful content to Google's indexer. A script for a Phoenix plumber targeting "emergency plumber Phoenix" doesn't say "Are you searching for an emergency plumber in Phoenix? Our emergency plumber Phoenix service is available 24/7." That's how you'd write a bad blog post in 2015. The script says: "Got a call at 2 AM last night. Burst pipe in a kitchen in North Phoenix. Homeowner had water pouring through the ceiling into the living room. Here's what we did and what it cost." Google transcribes every word. The transcription contains "burst pipe," "kitchen," "North Phoenix," "water," "homeowner," and the context signals that this is a plumber serving Phoenix. The Reel ranks. And it sounds like a real person telling a real story instead of an SEO robot.
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