Partnerships at Finding Mastery | Content Strategy | Simplifying Health + Science Information | Women's Health Advocate | Ex-Oura Ring

Growth-stage operator at the intersection of health, performance, and business.

Over the past 7+ years, I’ve worked inside fast moving, mission-driven companies — evolving from marketing into partnerships, revenue strategy, and customer success — while helping teams scale from early traction to durable growth.

Most recently at Finding Mastery, I helped scale the partnerships function during a growth phase:
• Grew brand partnerships revenue 3x
• Launched three new revenue channels
• Closed the company’s first two year-long strategic contracts
• Shifted deals from short-term to long-term, improving predictability and retention

I’m comfortable stepping into ambiguity, moving quickly, and building structure where none exists. My passion for health and human performance is personal; diagnosed with a rare autoimmune disease (Dermatomyositis) at age 8, I reached remission by 11, then went on to compete as a Division-1 athlete.

Caroline McMorrow

Advisor & Retail Strategist to Disruptive Brands | Expert in CPG Scale Up | Ex - Dr. Squatch | Real Estate Development Co Launching Soon | Endurance Athlete

I build brands in retail. I help the next generation of emerging brands launch and scale in national retail. I build the strategy and support in execution. 

My purpose and passion in the CPG industry is helping source and guide the next category disrupters into retailers most aligned for their needs. This is rooted from my experience at Dr. Squatch, as an early-stage employee and the first sales hire who defined and executed the brands initial retail launch strategy. 

Today, through my work as a Co-Founder and Partner at Highline Brands we are building a retail brokerage purpose built for modern brands. With respected industry veteran Diane Roy, we bring a combined decades of experience and a fresh disruptive perspective to the outdated brokerage model. Our team is committed to deep partnership and unbeatable service levels for our brand clients. 

Highline Brands is differentiated from other brokers by offering go-to-market retail strategy consulting as a standalone service. This is informed by my experience and strategy that scaled Dr. Squatch to a 9-figure retail business. 

We are specialists in the Grocery Channel, with a particular emphasis and focus on Safeway Albertsons. We offer coverage for national, regional, natural, and limited SoCal specialty. We are Mass Retail experts, with deep relationships and experience at both Walmart and Target. 

Outside of CPG, I am passionate about infill housing development. As a first time homebuyer I bought a hoarder house, gut renovated it and utilized ADU laws to transform my single family home into a duplex. I am always seeking connections, partners and operators in the real estate community to help my long term vision of helping to solve the housing crisis. 

I spend my free time in the mountains. A lifelong athlete - I’m a 3x ultramarathoner, 5x regular marathoner, former D1 athlete and US National team member. 

Always welcome connection with inspiring, conscious, driven people from all backgrounds. Reach out if I can be of service! 



Martin Forde

A lot of DTC brands think they have a traffic problem. But what they really have is a fulfillment friction problem. Here’s what I mean:
 A customer lands on a brand’s site. They love the product. They add to cart.
 Then they see:
❌ $6.95 shipping ❌ 5 - 7 day delivery ❌ Or they just don’t feel like committing right now

So they bounce.

Not because they’re not interested.
 Because the path to purchase is just inconvenient enough.

That’s not a lost customer. That’s demand.

I’ve seen this phenomenon repeated multiple times for DTC brands launching in retail. Dr. Squatch. AG1. Seed Health. Ritual. Grüns. 
 These brands all secured major, marquee national retail distribution out of the gates, and started moving. 

Because the product was suddenly: ✅ Instant ✅ Free to pick up ✅Backed by retail trust

Retail didn’t cannibalize DTC. It converted the demand that DTC couldn’t.

If you’re scaling, this matters:
 You might be sitting on six figures in monthly demand from people who already want your product - they just won’t wait for it.

Retail removes that friction. And when you remove friction, demand converts.

📷Digitally native brands Grüns and Huel in the greens set in Sprouts Farmers Market  

Liked this content? Follow me, Martin  and Highline Brands for more insights on retail strategy, expansion, and CPG tactics.

Retail Brokerage & Strategy for Disruptive Brands | Co-Founder @ Highline Brands | Ex - Dr. Squatch (#13) | Real Estate Developer | Endurance Athlete

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