Herman-Scheer

Chief Creative Officer

Herman-Scheer is a branding agency in Venice, CA that helps entrepreneurs come to market.

Co-Founder

AIGA Los Angeles

Advisory Board Member

Member

The University of Arizona

Graphic Designer

Point to Point, Inc.

- Creating and developing case studies for their finished B2B projects.
- Sitting in on creative briefs for new projects
- Participate in brainstorming sessions with copy and creative director.

Intern

Building and evolving brands

Hi, I'm John, Chief Creative Officer at Herman-Scheer, a strategic and creative brand consultancy. We believe the businesses that prioritize connection over transaction are the ones that succeed. 

Since 2010, Herman-Scheer has helped change the way businesses make people feel. We have big heart and daring instincts. A sunny disposition and assertive gait. 

I consider myself a people-people kind of person, enamored by how brands connect to people and how people connect to brands. I love working with businesses that—put simply—keep people healthy and happy.

My career journey has been about embracing the idea that friction makes fire. 

I believe in mixing the intuitive and familiar with the audacious and novel, creating a healthy tension to captivate and engage. This friction, this interplay of ideas, is where I believe brands find their true voice and distinctive edge.

Alongside Chapin, (The Herman to my Scheer), we’ve built an agency with a strong POV: great health and self-care brands create narratives and identities aimed at changing behaviors—experiences so compelling that customers stick with a product or service even before they see the tangible benefits.

If you're in the wellness industry looking to evolve your brand toward lasting impact, let’s talk shop.

Feel free to reach out here or email me at john@herman-scheer.com.

John Scheer

When I was a 17 y/o senior in high school, our whole class got to do what was called a senior project, a month or so of real-world experience before graduation. 

I chose to intern at an advertising agency called Point To Point. 

I had two assignments while I was there...

The first was scanning all of their print ads from magazines into a digital database - tedious but oddly satisfying...

The second challenge was to select an ad from any magazine and come up with three alternative ideas that were better than what went to print, then pitch them to the entire agency.

I found a boring ad for a Cobra radar detector and gave it a shot...

I spent at least two weeks sketching my ideas onto paper, doing my best to illustrate, write, and learn Photoshop well enough to make it look as legit as possible...

Fast forward 20 years and Nano Banana Pro comes out...

As a way to learn and experiment with it, I decided to recreate my senior project.

It took me about 7.5 minutes to do, and in stark contrast to my shitty high school drawings, well...thumb through the carousel. 

Still processing what this all means, but the gap between idea and reality is becoming smaller and smaller...

Building and transforming the brands that make generations healthier.

Nano Banana Pro Test

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.

💌 A Day in My Life (Founder + Two Boys Edition) 🍒

People often imagine my days as a founder are full of strategy sessions, big ideas and uninterrupted focus.

Adorable. 😅

Here’s the truth: my days start with two tiny alarm clocks — a 2-year-old and a 7-month-old — who do not care that I run an agency. They care about breakfast, cuddles, and locating the one toy that has mysteriously vanished overnight.

Once everyone’s fed, dressed and delivered to the right place (a daily miracle), I finally sit down with coffee and a sliver of quiet. That’s when I do my best thinking — fixing a client’s flow structure, tightening segmentation, rewriting a welcome email so it actually… welcomes.

The rest of the day is a blend of team check-ins, client calls and the deeply unglamorous but deeply important “making sure nothing is on fire.”

Some days I feel wildly productive.

Some days I feel like I’m juggling jelly.

Both are normal.

By late afternoon I switch back into mum mode — nursery pickup, toddler negotiations, dinner that may or may not be eaten, bath-time chaos, bedtime snuggles.

And then finally… the quiet.

Laptop closed.

Sanity restored (mostly).

Usually just enough energy left to scroll Instagram, watch something mindless, or remind myself I should really go to bed earlier.

It’s not shiny.
It’s not perfectly balanced.

But it’s ours — and somehow the business grows, the boys grow, and I grow too.

#founder #dayinthelife #emailmarketing #DTC

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

I used to think real founders woke up at 5am, journaled, meditated and planned their day.

I wake up to a 2‑year‑old shouting “PORRIDGE PLEASE” at full volume. 🍼😅

My mornings are messy, loud, mildly stressful — and very, very real.

Two boys under two.

A calendar that sometimes looks like a cruel joke.

But here’s the thing:

Before I had children, I used to feel guilty about not being the “perfect founder”.

Now I’ve realised my chaos is my superpower.

Because when your day is unpredictable, you get VERY good at prioritisation, boundaries, batching, and protecting the deep‑work windows you can find.

For what it's worth, my takeaway is that you don’t need a perfect routine to build something brilliant.

You just need persistence, clarity — and a sense of humour.

#ecommerce #DTC #emailmarketing #lifecyclemarketing

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

Everyone obsesses over Black Friday…

 …but the week after is where the real retention magic happens.

Most brands collapse in a heap and go quiet.

Great brands tidy up, follow up, and cash in on momentum.

Here are the simple post-BFCM wins I wish more DTC founders prioritised:

1️⃣ A ‘thank you’ email that actually feels human
No discount.
No sell.
Just: “We appreciate you.”

2️⃣ A ‘here’s what to expect next’ delivery update
Customers are braced for delays.
Get ahead of their anxiety → get ahead of complaints.
Your CX team will kiss your feet. 😊

3️⃣ A replenishment reminder 10–14 days after dispatch
One order is good.
Two is better.
This is the easiest win-back you’ll ever automate.

4️⃣ A ‘new customers only’ journey
Welcome them properly.
Turn panic-buyers into brand lovers.
They won’t remember your discount — they’ll remember your experience.

5️⃣ A tagged segment of “BFCM High-Value First Timers”
These are your future VIPs.
 Treat them like it.
 Think: early access, WhatsApp exclusives, or education flows.

✨ TAKEAWAY:
 Black Friday isn’t just about what you sold — it’s about who you gained.
 The brands that nurture after BFCM print revenue the rest of the year.

#blackfriday #ecommerce #emailmarketing #DTC

A few weeks ago I changed how I start my mornings.

Before opening Slack, before diving into client accounts, before anything…

I do one needle‑moving task for Pepped.

Just one.

Sometimes it’s tiny — updating a template.

Sometimes it’s big — rewriting a process.

But it means that no matter how chaotic the day gets (and oh boy, it gets chaotic 😅), the business moves forward.

Founders get trapped in the ‘respond and react’ loop.

But progress comes from the small, consistent actions you take before the world has a chance to interrupt you.

#DTC #emailmarketing #founder #ecommerce

Everyone’s planning new campaigns for next year. Almost no one is planning new retention moments. 🔥

Campaigns get the excitement, the brainstorms, the budgets.

Flows get… ignored.

Or worse — left untouched for 18 months. 😅

But the brands that grow consistently?

They treat retention like a product — something they design, refine, test, and improve all year round.

Some of my favourite retention moments we’ve built this quarter at Pepped:

A replenishment flow triggered by real behaviour, not a guess
A post‑purchase system that actually feels like support, not upsell pressure
A referral moment that appears at exactly the right time 💡

Don’t just plan campaigns.

Plan the customer experience between campaigns — that’s where loyalty lives.
CTA:

If you want 2026 to be your retention year, start now. Your future revenue will thank you. ❤️

I used to believe being busy meant being important.

Turns out, it just meant I was exhausted. 😅

Last week, I blocked out two mornings for deep work and zero meetings.
No Slack.
No notifications.
Just one meaningful deliverable per day.

And wild plot twist:
I got more done — and the work was better.

 My takeaway - I'm not behind — sometimes I'm just used to moving too fast to think.

If your answer to “sales are down” is “send another campaign”… we need to talk. 🗒️👀

Sending more emails rarely fixes weak revenue.

Fixing your flows almost always does.

You don’t need MORE messaging.

You need BETTER lifecycle design.

When you get flows right, campaigns stop carrying the whole business on their backs — and revenue becomes stable, predictable, and scalable.

Flows = long‑term money.

Campaigns = short‑term money.

You need both — but you can’t skip the first one.

#ecommerce #DTC #emailmarketing #lifecyclemarkeeting

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The Battle

John Scheer

Georgie Carter

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The Battle

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Georgie Carter

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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);}John Scheer's LinkedIn Performance

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