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

Olly Johnson

Ecommerce Manager

Valerie

We are Valerie 🍑 an unflinchingly real wellness brand, building the next generation of healthcare for the 1 billion women navigating physical change during peri/menopause. 

Our mission is to liberate women to live fully and freely at every age. 

Don't whisper for relief. Shout for change. 
We give women the tools to reclaim their health, take back control of their bodies, and make midlife maxlife.

We developed Daily Essential, a pioneering liposomal technology supplement with 90 health benefits. 

We do science, not snake oil. Give your symptoms something to rage about.

Co-Founder

Growth Juice

Growth & GTM advisor. Helping brands in health & wellness categories to unlock their growth potential and scale sustainably 🚀

Contact me to discuss strategic consultancy, advisory and NED roles.

Some brands I've worked with include Omni Pet 🐶 Neat 🧼 Stride 🧬 SIPGOOD 💧

Growth Consultant

Spacegoods

MD of one of the UK's fastest growing mushroom brands 🍄 

Successful launch into Holland & Barrett and pipeline that delivered Boots, Whole Foods & Planet Organic. Triple digit YoY DTC growth.

Managing Director

Lucky Saint

Led the DTC business unit of the UK's #1 dedicated alcohol-free beer brand 🍺 

Delivered +430% subscriber acquisition, 3X site traffic, +30% AOV in Dry Jan 2023.

Growth Director

Jungle Creations

Sold majority 51% stake to private equity firm Living Bridge for £30M.

I was MD of the commerce business unit at Jungle Creations, a multi-award winning social first media publisher with a global audience of over 130 million. The entrepreneurial leadership role involved generating new lines of revenue by developing innovative products for existing suite of brands across multiple verticals and categories, and devising and executing sales and marketing strategy for DTC and retail.

- Twisted IPA x Brewgooder collab into 1,200 Coop stores
- Twisted frozen meals into 1,200 Iceland stores
- Craft Factory craft-at-home kits DTC launch
- Lovimals functional dog supplement DTC launch

Managing Director, Commerce (Exit)

H&H Group

Ecommerce Lead of the DTC team for new lifestyle nutrition brand, Swisse Me, the wild younger sibling of Swisse – Australia’s No. 1 vitamin and supplements brand, whom H&H Group acquired in 2016. I built and lead a multi-functional team across NPD, agile web development and marketing to grow and scale the startup business.

Ecommerce Lead, DTC

Neat Nutrition

Ecommerce and acquisition lead to pivot DTC business and launch new protein subscription box in both UK and US markets.

Delivered +660% YoY growth in H1 2019.

Head of Ecommerce

Beano Studios

Award winning startup business within the DC Thomson umbrella, born to revive the Beano brand.

Triple digit revenue growth achieved in both financial years via ecommerce during my tenure.

CompareProteins.co.uk

The UK's first protein comparison engine.

LA Muscle

Building Valerie, a new unflinchingly real wellness brand, developing the next generation of healthcare to liberate the 1 billion women navigating physical change during peri/menopause.

We are Valerie, building the next generation of healthcare for the 1 billion women navigating physical change during peri/menopause. 

Our vision is to empower women to live fully and freely at every age. 

Don't whisper for relief. Shout for change. 
We give women the tools to reclaim their health, take back control of their bodies, and make midlife maxlife.

We developed Daily Essential, a pioneering liposomal nanotechnology supplement with 76 health benefits. Give your symptoms something to rage about.

And we're just getting started....

Wild week.

A few days into our Black Friday campaign, this brilliant Daily Mail feature dropped — two women testing Valerie and sharing their real experiences.
 
Since then, it’s been chaos (the good kind). We’ve had two consecutive record-breaking sales days — and there’s no sign of slowing down.

The most interesting part? A huge spike in traffic and orders between 1am and 6am.

If you saw our campaign last month, you’ll know we’ve been talking about being "wired but tired" — lying awake at 3am, doom scrolling, anxious thoughts, and wondering "why can’t I switch off?"

Well… turns out, that’s exactly when a lot of our people are finding us.

Lying awake, scrolling the Daily Mail, and discovering something that finally gets it.

And the timing? Totally unplanned. We had no idea the article was going to land during Black Friday Sale.

But that’s the thing — you make your own luck. Keep grafting, showing up, building relationships… and when the stars align, magic can happen 🧡 

#pr

Co-founder of Valerie 🍑 Redefining women’s health in perimenopause 🍑 ex. Spacegoods, Lucky Saint

When the Kardashian's launch a liposomal supplement… you know the tides are turning 👀

Lemme just say (pun intended): this is huge for the supplement industry.

Kourtney's new liposomal colostrum might make the headlines for all the celebrity reasons — but what it really signals is that liposomal delivery has officially gone mainstream.

For years, smaller, science-led brands like Valerie have been shouting about the power of liposomal technology — because it actually matters. It means better absorption, better efficacy, and products that work.

Now that a brand like Lemme is bringing it to the masses, it means:
 🔥 More awareness
 🔥 More education
 🔥 More people expecting real results from their supplements

At Valerie, we’ve been peddling our liposomal nanotechnology since day one — before trendy celebs got their mitts on it — because women deserve supplements that genuinely do something.

So yes, the Kardashians might be late to the (liposomal) party… but we’ll happily take the extra spotlight on smarter science and better absorption.

Here’s to the rise of truly effective wellness, and looking forward to the halo effect it can bring our way 💥

#liposomal #innovation #supplements

Pinch me: Valerie is now available at Holland & Barrett 🙌

When we launched Valerie, the mission was simple — to liberate women to live fully and freely at every age. To give women products that actually work for their changing bodies, and do it with honesty, empathy, and a little mischief sprinkled in along the way.

Seeing Valerie now on the digital shelves of Holland & Barrett — a household name in health and wellness — feels like a huge step towards achieving that mission.

For me, this moment isn’t just about distribution. It’s about recognition. That women deserve better: better science, better formulas, better formats, better conversations, and better access.

To our incredible community — your stories, feedback, and fierce advocacy got us here. To our team and investors — thank you for helping us turn a small idea into something that’s genuinely changing lives.

2026 is already shaping up to be one hell of a ride 🚀 

#retail

Excited to be on the TRMNL4 live podcast during Slush next week 🎙️ 🇫🇮 

In fantastic company, joining builders from Zalando, Wolt, Lovable, Headway, BetterMe, and VCs from the likes of Accel, Creandum, Felix Capital, True, and Cherry VC.

Plus 10 fellow founders from our Meta x TRMNL4 StartUp Academy cohort flying in from all over 🌎

We're going live from a speakeasy bar in Helsinki on November 19th @ 4:30-8:00pm

If you're going to be at Slush, there's limited spots left to join us via the link in comments 👇 

Also, hit me up if you want to arrange to meet whilst you're in town.

See you there 🧊 

#slush #livepodcast

Reading The Future of Menopause 2035 by Ultra Violet Agency — and it perfectly captures the cultural shift we’re already living at Valerie.

Menopause is no longer being framed as decline — it’s a new era of vitality, liberation and design-led wellbeing. Women in their 30s and 40s are starting to prepare for perimenopause proactively, seeking smarter, science-backed solutions that fit into their lifestyle.

At Valerie, that’s exactly who we serve: women who want more than symptom relief — they want energy, mood, libido, and the confidence to thrive.

Our use of liposomal delivery, our focus on multi-benefit formulations, and our mission to liberate women to live fully and freely at every age all completely align with this future.

This report is a reminder: by 2035, over 1.2 billion women will be in menopause. 

The brands that win will be the ones that see it not as an end — but as a beginning.

We’re building for that woman.

#WomensHealth #Perimenopause #Menopause #FutureOfWellness

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Olly Johnson

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The Battle

Georgie Carter

Olly Johnson

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Georgie Carter's LinkedIn Performance

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