Georgie Carter

Pepped | Lifecycle Marketing Agency

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.

CEO & Founder

hims & hers

• Responsible for the creation, implementation, and management of customer engagement, loyalty, and retention strategies that play a critical role in the growth of Hims in the UK.
• Communicate strategy, reporting, and analysis to rally stakeholders around
attrition, retention and engagement objectives

Lifecycle Marketing Consultant

Jennis Fitness

Houzz

• Responsible for sales funnel marketing and optimisation across 14 countries. Track record of consistently exceeding KPI’s by up to 182%
• Led the creation and implementation of new automation initiatives resulting in a 3x improvement in sales conversions
• Other key projects include; lead generation and nurturing campaigns, inbound marketing, B2B referral programme, developing a content hub and lead scoring
• Managed a team of three Marketing Coordinators and one Content Producer

International Online Marketing Manager

• Responsible for European marketing strategy and campaign implementation (across seven countries) including lead acquisition and customer retention
• Team contributed 25% towards the overall international engagement target for the business through execution of key marketing campaigns
• Managed a team of two Marketing Coordinators

European Online Marketing Manager

•	Part of a team of three who built and developed the current day email marketing process
•	Fully adept using Marketo and Salesforce to build successful marketing campaigns
•	Responsible for email marketing campaign creation and copywriting for the UK, France, Spain, Sweden and Denmark
•	Continually optimising and identifying opportunities to increase open and click through rates
•	Initiated and built a central ‘Help Centre’ for Houzz professionals across Europe
•	Part of a dedicated team designing and copywriting a new European wide welcome series

Marketing Coordinator

GREY London

Account Executive for Pantene & Sensodyne
•	Member of Account Team managing and activating TV, print and digital campaigns across the globe 
•	Role focused on originating projects and developing successful marketing campaign strategies 
•	Role included regular presentations to clients as well as managing and maintaining the client relationship 
•	A robust understanding of client markets, brand positioning and underlying consumer trends

Account Executive

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.

Someone asked me again this week:
 
“How do you juggle a toddler, a baby and running Pepped?” 👶 ☕

Let’s be honest:

There are days I feel like I’ve nailed it 💪

And days I’ve had porridge in my hair since 7am and the to‑do list is laughing at me.

Balance isn’t real — priorities are. And they change daily.

My takeaway?

You don’t need to be balanced. You just need to be intentional.

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

Had a call this week with a brand worried about sending too many emails.

Totally fair. No one wants to feel like spam.

But here’s the thing — customers aren’t annoyed by frequency.

They’re annoyed by irrelevance.

If every message adds value, it’s not noise — it’s service.

When we fixed this for one Pepped client, we didn’t send less, we sent better.

Targeted messages, smarter segments, clearer tone.

Guess what? Engagement went up.

✨ Takeaway:
Don’t apologise for showing up.
Apologise for showing up with nothing useful to say. 💌

👉 How do you decide when to send more vs say less?

#EmailMarketing #DTCGrowth #CustomerExperience #RetentionStrategy #PeppedAgency

Every DTC marketer right now: frantically rewriting subject lines, adding “last chance” banners, and praying Klaviyo doesn’t crash.

Sound familiar? 👀

Before you dive headfirst into BFCM chaos, I’ve put together a short, practical guide:

💌 Peak Season Quick Wins: What Smart DTC Brands Are Tweaking Right Now

It’s a bite-sized checklist of the small-but-mighty flow updates, segmentation tweaks, and timing shifts our clients are making to boost retention and revenue before Black Friday hits.

Think:
 ✨ A simple way to stop your best customers being over-emailed
 ✨ The easy segmentation update that gets you more clicks (and fewer unsubscribes)
 ✨ The one flow that still drives results even when inboxes are flooded

If you’re in DTC — especially wellness, beauty, or lifestyle — this is your friendly reminder to optimise before you discount. 🍒

👇 Let me know if you'd like a copy and I'll ping you the link!

#DTCMarketing #EmailMarketing #Klaviyo #Ecommerce #BFCM

I tell clients all the time: “Don’t overcomplicate your comms.”

Keep it simple. Say what matters. Send it.

So naturally… I spent three days over-editing our own Pepped newsletter last month. 😅

When I finally sent it (half convinced it was too plain)…

It got double the usual replies.

Turns out — clarity still beats cleverness.

✨ Takeaway:
 If your email feels too simple, it’s probably perfect.

👉 What’s one message you’ve over-tweaked this week?

#ecommerce #emailmarketing #DTC #email

Grabbed my morning Pret (yes, the subscription lives on ☕).

And it hit me — again — why they nailed it:

You don’t keep customers loyal with discounts.

You keep them loyal by making their life easier.

Predictability. Convenience. Habit.

It’s not sexy, but it’s sticky.

For ecommerce brands, your “subscription” might be:
1) refill reminders
2) 1‑click top‑ups
3) personal reorder nudges - “hey, we saved your favourite bundle”

✨ Takeaway:
 Loyalty starts with removing friction.
 Make it easy, and customers stay.

#customerloyalty #DTC #ecommerce #

If something takes less than 10 minutes — I do it immediately.

 If it takes more than 10 minutes — I schedule it.

That one rule has cleared more mental clutter than any productivity app ever could.

As a founder, I’ll never win the ‘empty inbox’ award.

 But I can win back my brain space.

 Decide fast. Do it now or diarise it later.
 
No middle ground.

👉 What’s one micro-rule that keeps your days sane?

 #FemaleFounder #Productivity #Leadership #EntrepreneurLife #PeppedAgency

Outmost Studio

I'm the Creative Director for Outmost Studio. 

Our focus is on making film and animated video production work exceptionally well for brands. Together, we define what you want to achieve, who you want to engage, and where you'll reach them. Then we guide you through a rock-solid creative process with collaboration at its core, so you get a video that does exactly what you set out to achieve.

Creative Director

Curveball Media

Together, we dig deep to discover the message that will resonate most with your target audience. Then we guide you through our rock-solid production process, packed full of culture and collaboration. This is how we ensure your film or animated video production will do exactly what you set out to achieve.

I am a multi-award-winning writer, producer and director with 15 years in the animation and film production industry.

I could give you all the clichés about why I love producing film & animation, but the only cliché worth saying is it takes an epic team of super talented people, all working together, to make awesome content!

Oliver Lawer

Storyboards are a tightrope. Too vague and the team's lost. Too prescriptive and you kill creativity.

It's taken years to find the balance. 

Be clear enough to communicate your vision, 
but not so prescriptive that you stifle imagination.

We want the animation team to be able to make full use of their talent, skills, and creative problem-solving.

Here's the DRINKiQ storyboard walking that tightrope. 

Full link to the project in the description.

We craft animation to perform beautifully | Creative Director @ Outmost

What's the cardinal sin of explainer videos? Trying to explain everything.

The trouble with trying to explain everything is...

It usually makes for a very long and boring video. 

And we know what the stats say about those. 

So what to do instead?
👉 Read our blog ;)
Link in the description. 

Here are some other things it covers:
👉 Follow a clear narrative structure (mirror how people actually decide)
👉 Lead with their problem, not your solution
👉 Focus on 3-4 key benefits (not every feature)
👉 Make the call-to-action crystal clear
👉 And much more

This is the new Olympic logo. I asked Gemini (Veo 3.1) to “Create a slick logo animation.” 😅

Yeah, I think my job is safe for now.

Kinda liked the SFX tho 👀 

Though, I do like the fact this is even a possibility now. It’s surely only a matter of time (and good direction).

P.S. Sorry Olympic design team

"Work from home" Strike that. "Work from anywhere".

I am so grateful to live in a time where working from (quite literally) anywhere is actually possible.

I'm sitting at a quiet cafe in Chiang Dao, Thailand.

👉 Does the cafe have WiFi? 
No, but I can tether my phone to my laptop.

👉 Whoa, you have mobile data in such a remote location? 
Yep. Just not in Norwich City Centre, England 🤷

👉 Doesn't it cost a fortune for mobile data?
Nope. Cheap as chips. 

If one of the things holding you back from the digital nomad lifestyle is reliable access to the internet... you can scrub that off the list. In most of Asia at least.

You really can work from anywhere (and I've really pushed that belief to the limit!).

So if you're teetering on the edge of exploring the world whilst working... maybe this helps nudge you off :)

Have a lovely weekend all.

How do you make PR campaign content sticky, engaging and shareable?
🚀 By thinking story.

Why? 

Because stories are how we make sense of the world. 
How we relate to one another. 
And one of the most powerful ways to communicate.

When agencies come to us, it's not just about delivering a brief.

It's about discovering the narrative angle together—the story that makes content genuinely engaging, newsworthy, and shareable.

🎬 Then we focus on flawless execution.

Or in other words—how to make the story as engaging as possible.

🏆 Some of the most notable projects include Wellcome Trust/CEPI's Pandemic Prevention campaign, which helped secure over $460m in funding and won multiple CIPR awards.

🏆 And the Association of British Insurers' Dad Comes Home campaign, which won PRCA Financial Communications Campaign of the Year and PR Week Corporate Affairs Best Use of Content.

If I had to sum up what makes animated content for a PR campaign successful, I'd say three things:

👉 Know your audience (inside out)
👉 Find the angle that will resonate
👉 Use a story wrapper to deliver the message

If you're interested in the latest campaigns we've worked on, I'll put a link in the description.

"Can you make it pop?" I've been in this industry for 15 years and I still don't know what "make it pop" means.

Not really.

I know what the client thinks they mean. 
They want it to stand out. 
To grab attention. 
To feel more dynamic.
Or something...

But "pop" isn't a design principle.
It's a feeling they can't articulate.

So here comes the real challenge — how do you tease out what "make it pop" really means?

You ask. 
Those deep and annoyingly probing questions. 
And wait in the sometimes awkward silence for the answer. 

My experience is if you give people enough time and work with them to figure out their feelings towards the creative, the answer usually becomes clear. 

And usually it's not as dramatic as "make it pop" might foster in us creatives 😱

I filmed a monkey eating an Oreo yesterday.
Sounds random, but hear me out.

The monkey twisted it apart. 
Licked the cream. 
Then ate each biscuit separately.

Exactly like millions of humans do.
It was fascinating. 

It also reminded me of Cadbury’s old Creme Egg campaign: “How do you eat yours?”

The campaign was brilliant because they essentially built an entire personality test around their product. 

Genius. 

Are you methodical or impulsive? 
Patient or immediate? 
Ritualistic or efficient?

The monkey has its method. 
You have yours.

It also made me reflect on client personality types. A kind of… how do you like your creative relationships? 

👉 Some clients like to tightly control. 
👉 Others are incredibly trusting.
👉 And then there are those in the middle that love to collaborate throughout. 

If only we could tell at the start by how they eat their Oreo eh?

The 'clients never see this' series. Now I'll admit straight up, this might simply be a preference, rather than a "rule".

But I find it super fascinating how motion can help draw the eye. 
Which for an explainer, is simply gold dust.

In the 'before' I felt static text made it hard to take in the categories. 
So I pondered on if another motion solution could help.

I asked for a match cut that slides in—mimicking flicking through a list. 
But that we only see the end of the movement, as it comes to rest.

Personally I feel this really helped to draw the eye to the text.

How do they land differently for you?

‘You only get burnout if you fail.’ Do you agree with Sam Altman (Open AI)?

I stumbled onto this recording, and honestly, I’ve never heard this perspective before.

And it made me question my own belief.

Because yes, I do believe burnout comes from overworking — regardless of whether it’s ‘successful’ or not.

But maybe I’m wrong 🤷.

Maybe burnout only affects those who have both worked too hard and failed.

Having experienced burnout myself, I must admit, I did come off the back of failure.

What’s your take?

Video credit: @JohnNack / YouTube

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