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.

Tilray Brands, Inc.

• Co-authored & executed National Accounts plan that revitalized the legacy Tilray portfolio, achieving growth while cutting volume losses of newly acquired brands by 50%.
• Direct East Region National Account Managers responsible for both Small and Large Format, covering customers ranging from Circle K, QT, RaceTrac to Stop & Shop, Wegmans and Hannaford.
• Spearheaded assortment planning process that netted the placement of ~10,000 new items across major retailers including Kroger Corp, HEB, Safeway, Jewel-Ocso, Total Wine, AAFES & Target, driving substantial brand expansion and market penetration.
• Revitalized export partnerships, resulting in an additional 10,000 barrels of beer sales per year.

Sr Director of National Accounts & International Business Development

Sycamore Brewing

Raised annual dollar sales from $500,000 in 2017 to $13,000,000 in 2022.
•	Grew Sycamore annual volume sales to retail from 1,000 to 26,000 barrels. 
•	Average annual volume growth of 90% over five years.

Took Sycamore to the top spot in IRI as the #1 independent craft brand family in Carolina’s in 2022.
•	Became the 10th largest craft brand family ranking in the NC/SC/VA/GA market (IRI 10.23.22).
•	Expanded chain distribution from 50 stores in 2017 to 800 stores in 2022.

Built & led a team of 14 sales professions with coverage of eight states as well as national accounts.

Guided company from a small self-distributing brewer to multi-state regional supplier with 22 distribution partners.  
•	Built self-distribution sales operation from the ground up. 
•	Implemented a system of brand priorities and monthly objectives with associated at-risk compensation structure for sales team.
•	Brokered the sale of distribution rights with multiple distributor partners.

Forecasted brand and sku needs in collaboration with production team.

VP of Sales

Enjoy Beer

Chain account volume growth to beat both unmanaged chain and total independent business six consecutive quarters.

Implemented chain execution structure.  Examples include:
•	Pre-call planner / Post-call recap & execution reporting / Promotion alert  
•	Customer engagement planning process / Call frequency matrix

 Developed and implemented field sales team plan for secondary regional call points.

Director of National Accounts

Stagnaro Distributing

Director of Sales & Marketing 
•	Managed Chain Account Team and Category Managers, and Marketing Manager, overseeing a sales force of 7 direct reports and 28 secondary reports.

Director of Trade Development 
•	Developed & Managed Craft Import and Cider Division as well as Brand Manager.
•	Managed On Premise Teams for both Ohio and Kentucky.
•	Responsible for regional on & off premise key account call points.
•	Managed relationship with top 20 suppliers.
 
Key Account Team Lead 
•	Built a team of 2 Chain Account Managers and 4 Category Managers.
•	Implemented “customer first” category approach that increased both chain and independent category captainship.
•	Grew independent category captainships from 5% to 58% in two years

Ohio Sales Manager

Director Of Sales & Marketing

Restaurant Management & Development Corporation

In newly formed role, I directed the marketing department and beverage buying for 40+ restaurants over four states.  

Implemented a number of culture changing programs.
•	New website / Email marketing / Promo University / Beer category management & optimization

Director of Marketing

Molson Coors

•	Key Account Manager 2003-2006
•	Kentucky State Manager 2002-2003 
•	Retail Sales Rep 2001-2002

Key Account Manager - On Premise

With over twenty years of experience in the consumer packaged goods (CPG) industry, I specialize in sales leadership, national accounts, market expansion, and go-to-market strategy. At Tilray Brands, I co-authored a comprehensive National Accounts plan that revitalized the legacy portfolio and reduced volume losses for newly acquired brands by 50%. I lead Tilray's East Region team of National Account Managers, responsible for national and regional chain accounts from Maine to Texas.  We bring a collaborative approach to assortment, price and promotion, aimed significantly expanding brand presence and market penetration.  

My approach is rooted in fostering strategic partnerships and driving results through data-informed decision-making and collaborative execution. Passionate about empowering teams to succeed, I prioritize alignment on shared objectives while leveraging storytelling and analytics to connect with both retailers and colleagues. Dedicated to enhancing brand performance, I aim to deliver sustainable growth and transformative business outcomes within the CPG sector.

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