Georgie Carter

Founder of Pepped - lifecycle marketing for DTC health & wellness businesses | The Telegraph Top 100 Female Entrepreneurs to Watch

👋 Hi, I’m Georgie — Founder of Pepped, a lifecycle marketing agency that helps DTC lifestyle, health, and wellness brands scale sustainably by turning one-time buyers into loyal, repeat customers.

With over a decade of experience in email, SMS, and WhatsApp marketing, I’ve helped dozens of brands boost customer retention, increase LTV, and grow revenue — all without relying on endless paid acquisition.

At Pepped, we build data-driven lifecycle marketing strategies that:
💌 Convert browsers into buyers through high-performing welcome and post-purchase flows
🔁 Turn customers into repeat purchasers with personalised retention journeys
📊 Drive consistent, measurable growth through testing, optimisation, and performance insights

Our clients see meaningful lifts in repeat purchase rates, customer loyalty, and retention-driven revenue — because we focus on what really matters: keeping your customers coming back.

Recognised by The Telegraph as one of the Top 100 Female Entrepreneurs to Watch, I’m passionate about helping DTC brands achieve sustainable, profitable growth through smarter lifecycle marketing.

👉 Download The DTC Customer Retention Playbook (https://growth.peppedup.co.uk/retention-guide-2024-2977) or subscribe to The Pepped Periodical for practical tips, frameworks, and data-backed insights on boosting customer retention.

CEO & Founder

Pepped is a boutique lifecycle marketing agency that helps growing health and wellness businesses attract, convert and retain more customers.

We work with businesses in the UK and US who are disrupting the fitness, health and wellness industry, from Unicorn status global brands such as Houzz and Hims to scale-ups such as Alexia Clark LLC and Jennis (Dame Jessica Ennis-Hills's fitness app)

Pepped is a collective of experienced marketing specialists who put health and wellness at the very heart of what they do.

► We specialise in the following areas; lifecycle marketing, CRM, email marketing, customer journey mapping, lead acquisition, content creation, content strategy, sales funnel optimisation, copywriting, website design, customer retention, customer engagement, customer loyalty and referral strategy.

Running an agency while raising two tiny humans has taught me this:

Progress doesn’t always look loud.

Some weeks it’s:
 – one good client conversation
 – one clearer proposal
 – one less thing over-engineered

And that’s still momentum.

✨ Sustainable growth > dramatic growth
 🍒 In business and in life.

 #FounderLife #AgencyOwner #WorkingParents #WomenInBusiness

Helping DTC lifestyle brands retain customers with data-driven email & SMS marketing | Founder @ Pepped | Top 100 Female Entrepreneur

Email rarely fails because of bad tools.
 
It fails because no one really owns it.

In a lot of growing DTC teams, email sits in an awkward middle ground:
 ✨ Not quite brand
 ✨ Not quite performance
 ✨ Not quite retention

So it becomes:
 • “Good enough”
 • Lightly maintained
 • Slightly neglected

Flows exist. Campaigns go out. Results are… fine-ish.

But no one is accountable for asking:

 💌 Is this actually doing what we need it to do now?

When email has clear ownership, everything changes:
 – Priorities sharpen
 – Decisions get easier
 – Optimisation becomes intentional, not reactive

Email doesn’t need more volume.

It needs clearer leadership.

 #DTCMarketing #LifecycleMarketing #Retention #EmailMarketing #FounderLessons

Real-life email moment I keep seeing 👇

A beautifully designed campaign…

...that goes to everyone.

Same message.
Same timing.
Same CTA.

Missed opportunity.

Even light segmentation (engaged vs lapsed, first-time vs repeat) can:
 – sharpen relevance
 – improve confidence in the channel
 – make results easier to explain internally

You don’t need complex logic.

You need thoughtful intent.

 #EmailExamples #LifecycleMarketing #DTCEmail #CRMStrategy #Retention

Good retention strategy doesn’t feel frantic.

It feels:
 • Calm
 • Intentional
 • Boring (in the best way)

🍒 You know what you’re optimising.
 🍒 You know why a campaign exists.
 🍒 You know which levers matter this quarter.

When retention is working, it doesn’t demand constant attention.

It quietly compounds in the background.

That’s the goal.

Not more activity — more confidence.

 #RetentionMarketing #LifecycleStrategy #DTCBrands #CRMLeadership #SustainableGrowth

Most of the brands we work with don’t come to us because email is new.

They come because:

 – it’s grown messy
 – no one fully owns it
 – confidence in performance has dipped

Our job isn’t to shout louder.

It’s to bring clarity:

What’s working, what’s not, and what’s worth fixing first.

#EmailMarketingAgency #DTCGrowth #RetentionStrategy #EcommerceFounders #Pepped

Full Metal Software Ltd

I work with growing businesses to design and deliver custom software that solves real operational problems. We don’t need the unnecessary guesswork. With 20+ years of experience, I lead projects end to end, from discovery through delivery, ensuring every build fits the way the business actually runs.


Having successfully delivered a number of key critical project platforms that help improve productivity and efficiency, I have vast experience in helping companies achieve their goals.

Director and Process Improvement Specialist

RedTie Ltd

RedTie is a software developer with a difference. Grown originally from a calendar print company, we are printers first, software developers second. 

We understand that software is just a tool and as such needs to be used correctly to get the most out of it. We therefore put as much effort into growing our customers’ online revenue, with account managers experienced in business development, training, education and support, as we do into developing our software.

That’s why at RedTie we think of ourselves as an extension of your business.

Operations Director

Sportal

Web Engineer

Hi, I’m Ben. I’ve been building software solutions for over two decades, helping businesses simplify their software and solve complex problems with tailored technology.

My journey began in the '80s. I was super excited by the possibilities of programming and the idea of making a computer do something new. That curiosity led me to pursue Computer Science, and eventually to co-found (with my brother) Full Metal Software in 2004.

At Full Metal, we specialise in creating bespoke software that fits seamlessly into existing business processes. Our approach is grounded in understanding the unique challenges each client faces and developing solutions that are both effective and sustainable.

Over the years, I've worked with a diverse range of industries, from logistics to retail, always focusing on delivering software that makes a tangible difference. I believe in building long-term relationships with clients, ensuring that the software evolves alongside their business needs.

The love of problem-solving is what gets me up in the mornings, except on the days when I’m coaching my son’s football team. 

In fact, as a father, I see a lot of parallels between kids and developers. They’re all very individual personalities with unique points of view!

If you're looking for someone who can translate complex requirements into practical software solutions, send me a message.

fullmetalsoftware.com | info@fullmetalsoftware.com | +44 (0) 1604 664 390

Ben Thomson

Buying a gym membership doesn’t make you fit.




Just like buying SaaS doesn’t make you agile.

January sees gym memberships soar, but we all know that buying the gear is the easy part. The exact same logic applies to your software budget. It is incredibly tempting to buy expensive, off-the-shelf products because they look shiny and new.

But here is a thought to take with a pinch of salt: off-the-shelf software is designed to be a general fit for everyone. And in a competitive B2B market, "general" doesn't win.

"Specific" does.

If you have a unique process—say, a specific way you handle logistics, a proprietary method for client onboarding, or a complex pricing model—forcing that into a rigid box will kill your competitive edge.

I have seen too many businesses alter their own efficient workflows just to suit the limitations of a software tool.

That is not efficiency. That is surrender.

This is where Bespoke Software Development acts as your personal trainer. It builds the muscle exactly where you need it. By investing in tools built specifically for your workflows, you create a user experience that empowers your team to work smarter, not harder.

For 2026, stop asking "What software can we buy?" and start asking "What unique value can we build?".

If your workflows don't fit into a generic box, let’s talk about building a solution that adapts to you, not the other way around.

Read more on building digital muscle:

https://lnkd.in/eQz6Akmt

Do you have a unique business process that standard software just can't seem to handle?

Founder and Ops Director @ Full Metal Software | Improving Efficiency and Productivity using bespoke software

Open article: The January Digital Detox | Full Metal by fullmetalsoftware.com

In the business world, few decisions keep you awake at night quite like choosing who will build your custom software.




It is a heavy responsibility because you aren’t just picking a vendor to supply stationery; you’re choosing a partner to translate your vision into a digital reality.

Over my 20+ years in this industry, I have learned to spot the warning signs a mile off.

The biggest red flag to watch out for? The "Yes Man".

If a potential partner agrees to every request without asking "why" or warning you about the cost, run!

If they promise to build a complex banking system in two weeks for example, they are either lying or deluded. Quality software takes time to design, build, and test properly.

You also need to be wary of the "too cheap" quote. Fixing a bug found after release can be up to 100 times more expensive than if it were found during the design phase.

A low base price often comes with a mountain of "extras" later, or you might be paying for a junior team to learn on the job.

Look past the salesperson as well. If you hit a "sales wall" and cannot speak to a technical lead or project manager, that is a concern.

You need to verify if they can actually build what they claim.

Finally, check the contract for IP ownership. This is non-negotiable—you must own the code at the end.

https://lnkd.in/eUY2_V8c

Have you ever hired a vendor that promised the world but failed to deliver when it mattered?

Open article: Guide to Picking a Bespoke Software Partner | Full Metal by fullmetalsoftware.com

Guide to Picking a Bespoke Software Partner | Full Metal

It is January. The 2026 budget is signed off, the strategy is mapped out, and everyone is feeling optimistic. 




But there is a massive problem lurking in the server room.

We see this scenario constantly. A leadership team has ambitious growth plans for the next three years, but their technology stack is still partying like it is 2018.

We call this the "Legacy Anchor".

It is not just about old software being slow. It is about the friction that silently erodes your margins. I am talking about data silos that refuse to speak to one another and security vulnerabilities that are currently being held together by the digital equivalent of duct tape.

If your workflows require a spreadsheet to bridge the gap between two core systems, that is not a process; that is a liability.

The document attached highlights a frightening statistic: the average cost of downtime is now hitting £4,500 per minute. Reliability is no longer just a "nice to have"—it is the baseline requirement for staying in business.

Strategy cannot survive on expired technology. If you are trying to drive 2026 innovation on 2018 infrastructure, you are not going to move anywhere fast. You are simply papering over the cracks.

So, before we get too deep into the new year, have a serious look at the foundation.

Are you building on solid ground, or are you hoping the legacy anchor does not drag the whole ship down?

Read the full breakdown in the carousel below.

What is the one manual workaround in your business that drives you absolutely mad every time you see it?

2026 Digital Detox

You would never go into a supermarket on an empty stomach.....



... when you do, you end up with a trolley full of things you do not need.

Step one of software development is simple: Don't Shop Hungry.

You must define your scope before you even open Google. If you do not know what you want—core functionality, business problems to solve, and success metrics—you cannot expect a partner to know either.

Once you know what you want, you need to ensure you keep what you pay for.

This brings me to the "Ownership Clause". It sounds straightforward, but I see business owners get caught out by this constantly.

If you pay for the code, you must own the IP. Simple as that.

It should be non-negotiable. Never sign a contract where the vendor retains ownership of custom work. If you don't secure the IP, you are effectively renting your own house.

Before you get cracking on your next build, check the contract. Ensure you have the keys to the castle when the project is sorted.

This and more are covered in the attached PDF.

Does your current vendor contract explicitly state that you own the source code and IP?

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