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

Green, Black & White

We are Green, Black & White, a creative agency for Client's pursuing a sustainable agenda. 
www.greenblackandwhite.com

Business Partner

Wizso

Non-Exec Director

Scentiana

Director at Scentiana. A new model in intelligent, high-performance natural skincare. Conceived to prolong the longevity of skin, Scentiana has taken active natural ingredients, many usually reserved only for the face, to create transformative skincare for the body.

Director

TFLM Consulting

Senior business consultant, with a specialism in strategic brand development for beauty and wellness eComm businesses. I love coming into entrepreneurial businesses and working with exciting, driven people who want to develop strong agile marketing strategies and frameworks that will help to grow businesses and create fame. Brands I've consulted on recently include Romilly Wilde, Trinny.London, Mirror Water, Gymshark, Gallinee and S5 Organic Skincare.

Consultant

Romilly Wilde

CMO at Romilly Wilde, the clean bio-tech beauty brand that delivers beauty without compromise. Brought in to accelerate growth and build global brand strategy and roll out. Responsible for revenue growth, new customer acquisition, long-term retention, product marketing, brand and creative, performance marketing and paid advertising.

Chief Marketing Officer

a beautiful world

abeautifulworld.co.uk sources the worlds best kept secrets in beauty and brings them to the UK, via a socially activated e-commerce site.  Many products are exclusive to abeautifulworld.co.uk and represent cutting-edge, high performance brands that reflect the latest breakthroughs in organic and natural beauty technologies.

Founder

TIGI Haircare, Unilever

Recruited with a brief to reinvigorate this flagship haircare brand within the Unilever portfolio. Responsible for leading the European marketing team, development of brand strategy and delivery for TIGI WEU including; integrated communication planning, management of lead agencies, social and digital activation, ROI, P&L, education and NPD launches for all TIGI brands; Bed Head, Catwalk, Hair Reborn, Copyright Colour and S Factor.

Head of Marketing WEU

Audacity

Founded specialist Beauty Advertising Agency Audacity. Clients included Unilever, Simple Skincare, and TRESemme 
Awarded The Sunday Times, and Management Today 35 under 35 2011.
http://www.managementtoday.co.uk/features/1076941/35-women-35-vision-enterprise/

Nitro London

Accounts including Nike, Alberto-Culver, Coca-Cola.

Head of Account Management

Soul Advertising

Wins including Alberto-Culver, Coca-Cola, OXY and Drambuie.

Head of New Business

Director, Strategic Marketing Consultant, Investor.

Over the last 25 years I have had the pleasure of working with some the world’s leading brands – Nike, Unilever (Simple Skincare, TIGI), P&G, Pernod Ricard and Coca-Cola – on both the Agency and Client side.

In that time I have been a European Head of Marketing for Unilever on TIGI, founded Audacity, my own full service Advertising Agency, launched abeautifulworld.co.uk, my own online beauty business, and been featured in The Sunday Times and Marketing Today’s 35 Women Under 35. I have worked as CMO and strategic brand consultant for start ups and scale ups such as Trinny London, Gymshark, Gallinée, Romilly Wilde, LYMA, Evolve Beauty and Scentiana. 

I specialise in strategic and communication planning and marketing activation for beauty and healthcare. Skilled in Digital Strategy, Integrated Marketing, Advertising, E-commerce, and Brand Planning.

Liz McCarthy

Thank you eComplete Group and Shaded The Studio for another amazing event at Fortnum & Mason.

I had the honour of presenting with the brilliant Estée Lalonde, founder of MIRROR WATER. What an incredible mix of inspiring brands and brilliant minds in the room.

Big shout out to Kelly Saliger for her incredibly engaging presentation, and Shivali Jasmine Bennion for being such a wonderful host.

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