Kickoff Call CPG · 3-Brand Holdco · AI-Native Rebuild

Laird Superfood Growth Partnership
First 90 Days

Today we align on what's in the $10k/mo (audit + design + analytics across all 3 brands) — and what would be incremental (paid, lifecycle, content, CRO, and other channel execution). The audit covers the full marketing stack regardless. Next: access flowing, audit underway, Business Review at Meeting 2.

About
Laird Superfood is a three-brand superfood holding company led by CMO Andrew Judd, founded by Laird Hamilton. The marketing function was previously externalized and is being rebuilt from scratch as an AI-native org. Andrew's mandate: every role must prove an agent can't do the work before a human is hired. Phase 1 (enterprise data warehouse) is complete internally; MH-1 picks up Phase 2 (marketing data connectors + the semantic layer Claude needs to be useful) and scopes Phase 3 (two-way activation — Claude executes, not just reports) — alongside design execution across own platform, Amazon, and third-party retail.
The Three Brands
Laird Superfood
Core Brand
Plant-based coffee creamers · functional mushroom coffees · instant lattes
Instafuel
Convenience Line
Instant coffee mixes — coffee + creamer + functional mushrooms in one
Terrasoul Superfoods
Acquired · Pantry
Organic, nutrient-dense superfoods + pantry staples · high-quality sourcing
Your Engagement
Starting at
$10k/mo
Design + Marketing Engineering + MH-1 Platform
+ Add-On · Incremental
Channel management (paid · lifecycle · content · CRO · Amazon ops) priced separately as each is added.
Two-Week Trial · Three Meetings
WEEK 0
Meeting 1 · Kickoff — today · audit kicks off · access flowing
WEEK 1
Meeting 2 · Business Review — audit findings across 3 brands + the priority order to attack
WEEK 2
Meeting 3 · 30-60-90 Plan — what we ship in Month 1, 2, 3 plus the heads-of-state augmentation map
AFTER TRIAL
Execution begins — design backlog + Phase 2 data connectors. Any added channel work scoped + priced separately.
100% refund if we don't continue after the trial.
Section 1 · 5 min
Today's Agenda
Nine topics · 60 minutes · today is about aligning on business goals, the access we'll need, and the discovery that powers the audit. Final scope + costed roadmap land at Meeting 3 (the 30-60-90 Plan).
01
Intros & Context
Both sides of the table, why we're here
5 MIN
02
Your Engagement
$10k/mo · what's covered · trial structure
5 MIN
03
Partnership Scope
What MH-1 owns + what stays internal
5 MIN
04
Org Structure
Andrew's "4 heads of state" + MH-1 + founders
5 MIN
05
MH-1 Team
Design Lead + Marketing Engineer + scale options
5 MIN
06
Where We'll Dig Deeper
Product, business, audience, AI architecture
10 MIN
07
Tech Stack & Access
DTC, Amazon, retail, paid, lifecycle, warehouse
10 MIN
08
How We Work
Slack, email, cadence, approvals
5 MIN
09
What Happens Next
Audit → Business Review (D7) → 30-60-90 (D14)
10 MIN
Section 2 · 5 min
Your Engagement
$10k/mo is built around three things: the full marketing-stack audit, design execution across all 3 brands, and the analytics / marketing-data buildout. Channel work — paid, lifecycle, content, CRO — layers in as add-ons, priced to scope based on what the audit surfaces as worth doing. The audit itself covers everything regardless.
Design + Marketing Engineering + MH-1
Built for the rebuild —
and the scale that follows.
$10k
PER MONTH · STARTING
A senior Design Lead + a Marketing Engineer working as one team, backed by the MH-1 platform. The audit covers the full marketing stack across all 3 brands and produces a costed menu of opportunities. Design execution lands across web, Amazon, retail, and the creative ecosystem. The Marketing Engineer plugs into Andrew's Phase 1 warehouse and stands up the Phase 2 marketing connectors + analytics. Anything else surfaced by the audit — paid execution, lifecycle ops, content production, CRO testing — is scoped and priced separately ($30k+, depending on staffing).
What $10k/mo Includes
→Audit — full marketing stack, all 3 brands, every channel
→Design execution across web, Amazon, retail, paid creative, email
→Analytics — Phase 2 marketing data connectors + reporting
→MH-1 AI platform — research, asset production, scale
Incremental · Priced Separately
+Paid media execution (Meta · Google · Amazon)
+Lifecycle execution (email / SMS campaign ops)
+Content / social production around Laird's founder voice
+CRO testing program, Amazon optimization, retention ops
2-Week Trial · Two Meetings
→Full marketing-stack audit across all 3 brands + own platform + Amazon + retail
→Meeting 2 · Business Review — findings, opportunities, the priority order
→Meeting 3 · 30-60-90 Plan — what ships, with what team, where Andrew's hires plug in
→Website rebuild scoping ("2 years behind" — fastest path forward)
→100% refund if we don't continue
Why Design + Engineering First
The immediate need Andrew named: baseline design work across 3 brands + a marketing engineer to extend Phase 1's warehouse with marketing connectors. Both are "ship this now" workstreams that don't fit a single-discipline hire. MH-1 covers both with one engagement — and we scale alongside Andrew's heads of state instead of competing with them.
Path to Scale · $30k+
If the audit surfaces channels where MH-1 should execute (not just design + analytics), each channel is staffed as a separate add-on. A team covering paid + lifecycle + content typically lands in the $30k+ range depending on volume. Scales down cleanly as Andrew's heads of state come online — no replacements, no severance.
A traditional agency or in-house build takes six to nine months to produce the audit, plan, and first shipped work we deliver in two weeks. The MH-1 platform compounds a small senior team to the cadence of a full org — audit findings + first design deliverables + Phase 2 connector planning all land in week one.
Section 3 · 5 min
Partnership Scope
Three things at $10k — Audit, Design, Analytics. Everything else surfaced today is incremental — scoped and priced after the audit. The Meeting 2 Business Review lays out the menu; Andrew picks what's worth doing.
In Scope · $10k
Audit
Full marketing stack · all 3 brands · every channel · platform & opportunity map
In Scope · $10k
Design + Analytics
Design execution across web, Amazon, retail, paid, email · Phase 2 marketing data + reporting
Incremental · $30k+
Channel Execution
Paid media ops · Lifecycle ops · Content production · CRO testing · Retention — priced to scope
Audit · All Channels · In $10k
Every channel below is audited regardless of what we end up executing
DTC Website (3 brands) AuditDesign
Amazon Seller Central AuditDesignOps · Incremental
Third-Party Retail Sites AuditDesign
Paid Media (Meta / Google / Amazon Ads) AuditDesignMedia Ops · Incremental
Email / SMS Lifecycle AuditDesignOps · Incremental
DTC Website CRO AuditTesting Program · Incremental
Content & Social (Founder-led) AuditProduction · Incremental
Subscription / Retention AuditOps · Incremental
Data & AI · In $10k
Marketing Engineer + Phase 2 buildout + analytics on top of Andrew's warehouse
Marketing Data Connectors (Phase 2) Build + Own
Marketing Analytics & Reporting Build + Own
Phase 1 Warehouse Plug-in Review + Integrate
Claude Workflows (Phase 3 "two-way street") Build · Phased
Not In MH-1 Scope
Brand Positioning + Founder Voice Laird / Internal
Product R&D / Formulation Internal
Retail / Wholesale Buyer Relationships Internal Sales
Phase 1 Enterprise Warehouse Build Internal Data Team
Legal / Compliance / Regulatory Legal Counsel
MH-1 Owns at $10k/mo
→Full marketing-stack audit across all 3 brands + Business Review + 30-60-90 plan
→Design execution across web, Amazon, retail, paid creative, email
→Phase 2 marketing data connectors + analytics on top of Andrew's Phase 1 warehouse
→Claude workflow scoping (Phase 3 "two-way street") — phased buildout
→Training Andrew's heads of state on the design system + analytics we hand off
Incremental · Scoped After Audit
+Paid media execution — campaign ops, bid management, attribution
+Lifecycle ops — email / SMS campaign build & send, segmentation
+CRO testing program — hypothesis, build, run, read
+Content / social production — founder content cadence, campaign assets
+Amazon ops · subscription / retention ops · influencer / partnerships
Each is staffed as its own add-on; a multi-channel team typically lands $30k+ depending on volume.
Andrew's Team Provides
→Access to DTC platforms, Amazon Seller Central, retail accounts, ad managers, CRM
→Phase 1 warehouse access — schemas, tables, current Claude integration state
→Brand assets, voice guidelines, founder content (Laird Hamilton media library)
→Heads of state (as hired) — Creative, Social, E-comm, [4th] — as the partner ops contact
→Timely approvals on brand-touching work (24-hr SLA, Slack-first)
The Andrew Mandate
"I'm all in to hire more people. But you have to prove to me that you can't hire that person — that person can't be an agent first." MH-1's role is to make sure each head of state lands with the AI infrastructure already built around them, so they ship at 3× the cadence of their last role on day one.
Section 4 · 5 min
Organizational Structure
Andrew is rebuilding the org from scratch around four "heads of state" — Creative, Social, E-commerce, and a fourth role — with an AI-first mandate on every hire. 1 of 4 is hired today. MH-1 slots in as the engine that lets each head ship at agency cadence from day one.
AJ
Andrew Judd
CMO — Laird Superfood
Re-internalizing marketing across 3 brands · AI-first mandate · 2 weeks into the role
"4 Heads of State"
ANDREW'S DIRECT REPORTS · 1 OF 4 HIRED
The four roles
→Creative — brand voice, founder content, asset system
→Social — organic + community, content cadence
→E-commerce — DTC + Amazon + retail conversion (recruiting now)
→[4th role] — TBD, likely performance / lifecycle
Hiring filter
Every role must prove an agent can't do the work before a human is hired. MH-1's job is to make each head land with the AI scaffolding already built.
MH-1
DESIGN + ENGINEERING + AI PLATFORM
Owns at $10k/mo
→Full marketing-stack audit (all channels, all 3 brands)
→Design execution across web, Amazon, retail, paid, email
→Marketing engineering — Phase 2 connectors + analytics
→MH-1 AI platform — research, asset production, reporting at scale
Optional Add-Ons · Priced Separately
+Paid media ops · lifecycle ops · CRO program
+Content / social production · Amazon ops · retention ops
Team
Design Lead Marketing Engineer MH-1 Platform
Founders & Internal
BRAND VOICE + ENTERPRISE DATA TEAM
Owns
→Laird Hamilton + co-founders — brand voice, founder content, hero campaigns
→Phase 1 enterprise data warehouse (complete) — Andrew's internal team built it
→Product R&D, formulation, supply chain
→Retail / wholesale buyer relationships
Compounding Effect
Phase 1 data warehouse + brand-led content + MH-1 marketing engineering = the "two-way street" Andrew is building. Each piece compounds: warehouse feeds Claude, Claude executes through marketing connectors, founder content drives top-of-funnel.
Section 5 · 5 min
Your MH-1 Team
Two dedicated people at $10k/mo — a Design Lead and a Marketing Engineer — backed by the MH-1 platform. Every other channel discussed is staffed as a separate add-on, priced after the audit.
Core Team — $10k/mo
DL
Senior Design Lead DEDICATED · ENGAGEMENT LEAD
Owns brand integrity across web, Amazon, retail, paid creative, and email — the design system that holds the three brands together. Picks up the website rebuild as the first major workstream.
ME
Marketing Engineer DEDICATED · CO-PRIORITY WITH DESIGN
Picks up Andrew's Phase 2 buildout — marketing data connectors on top of the completed Phase 1 warehouse, the semantic layer / frameworks Claude needs to move past hallucinations and median output, and the Phase 3 workflows that turn the "one-way street" (data into warehouse) into the "two-way street" (Claude executes, not just reports).
Optional Add-Ons · Each Priced Separately
Each role below is its own line item — turn on what the audit shows is worth it, leave the rest. A team covering paid + lifecycle + content typically lands $30k+/mo depending on volume.
Paid Media Co-Pilot
Meta · Google · Amazon Ads — campaign ops, bid management, attribution. Activated if audit names paid as a priority channel.
Lifecycle Co-Pilot
Email / SMS campaign build & send, segmentation, retention flows across DTC + subscription.
Content / Brand Co-Pilot
Founder content production around Laird Hamilton, social cadence, hero campaign creative.
CRO Co-Pilot
Testing program for DTC site post-rebuild — hypothesis, build, run, read, iterate.
Amazon Ops Co-Pilot
Amazon listing optimization, A+ content, Brand Registry, and Amazon Ads campaign ops.
Fractional CMO Layer
If Andrew steps back from day-to-day exec — bridges to the "heads of state" until they're fully embedded.
Section 6 · 10 min
Where We'll Dig Deeper
Kickoff aligned the picture — these are the questions we need answered live so the audit hits the right surfaces. The Business Review at Meeting 2 will come back with the order of attack.
Product & Positioning
→Laird Superfood (core) · Instafuel · Terrasoul — positioning differences, audience overlap, cannibalization risk?
→Which SKU drives the most LTV today — and which is most under-marketed?
→What does Laird Hamilton's founder voice own vs. what's general brand content?
→How distinct (or unified) are the three brand systems intended to be?
Business & Financials
→Revenue mix: DTC vs. Amazon vs. retail — and contribution margin by channel?
→G&A envelope for marketing services — ceiling and shape over next 90 days?
→Board-level KPIs in the next 90 days?
→What's the runway on the website rebuild before it becomes a revenue blocker?
Audience & GTM
→Repeat purchase + subscription mix today vs. 12-month target?
→Top 3 acquisition channels by spend, and CPA trend over last 90 days?
→Where is the DTC website failure mode — conversion, speed, IA, content?
→Amazon: organic vs. PPC mix and how that shapes external traffic strategy?
AI Architecture · Phase 1 → 3
→Phase 1 warehouse — schemas, tables, current Claude integration surface area?
→Phase 2 connector backlog — which marketing tools must finish first to make Claude useful?
→Semantic layer + framework gaps — what's blocking Claude from moving past median output today?
→"Two-way street" — first 3 actions you'd want Claude to execute, not just report?
Section 7 · 10 min
Access & Assets We'll Need
Everything we'll request access to after today — platforms, ad accounts, data, brand materials. Read access for the audit; write access only where Andrew approves.
DTC, Amazon & Retail
DTC Website / Own Platform Needs Rebuild
Amazon Seller Central (3 brands) Needs Audit
Third-Party Retail Sites Needs Audit
Subscription / Customer Portal Pending Access
Paid Media & CRM
Meta Ads Manager Pending Access
Google Ads + GA4 Pending Access
Amazon Ads (Brand Registry) Pending Access
Email / SMS Platform (Klaviyo or other) Pending Access
CRM (customer + subscriber records) Pending Access
Data & AI
Phase 1 Enterprise Data Warehouse Complete · Plug In
Marketing Data Connectors (Phase 2) To Build
Claude (Andrew's primary AI UX) Pending Connection
Existing Reporting / Dashboards Pending Access
Brand Assets
Brand Books / Voice Guides (3 brands) Pending
Laird Hamilton Media Library Pending
Product Photography & Lifestyle Pending
Logos, Type, Color Systems Pending
Section 8 · 5 min
How We Work
A premium growth-partner operating model — clear cadence, full transparency, measurable speed, and a single point of accountability for Andrew.
Communication
Shared Slack + Email
Slack for day-to-day questions and quick approvals (response <4 hrs).
Email for strategy documents and formal approvals. Shared inbox: ai@marketerhire.com (<24 hrs response).
Reporting & Transparency
Weekly · Monthly · Quarterly
Weekly progress updates during the trial. Post-trial: monthly performance dashboards (shared, not walled-garden) and a quarterly QBR. The work — and the data — is always visible inside Andrew's Claude.
Speed
Platform-Multiplied Pace
Design Lead + Marketing Engineer + MH-1 platform ships at the cadence of a much larger group — creative, research, campaigns, and reporting compounded by the AI layer. Results land in weeks, not quarters.
Ownership & Accountability
One Team · Plan + Ship
The same team that builds the plan ships the work. The Design Lead is Andrew's single point of contact — no hand-offs, no opaque agency layers, no PM tax. Easy turn-up + turn-down as Andrew's heads of state come online and as add-on channels switch on or off.
Meeting Cadence
Weekly during the 14-day trial — deep-dive at a time Andrew picks. Bi-weekly after kickoff, with weekly returning whenever we're shipping a major workstream (website rebuild, brand refresh, etc.). Approvals on brand-touching work: 24-hr SLA, Slack-first.
Section 9 · 10 min
What Happens After Today
Access this week → audit across all 3 brands → Business Review at Meeting 2 → 30-60-90 plan at Meeting 3 → execution begins after the trial on the design backlog + Phase 2 connectors. Channel work (paid, lifecycle, content, CRO) gets scoped + priced separately based on what the audit shows.
01 Week 1 · WORK
Foundation & Audit
→Access flowing: DTC platforms · Amazon · retail · ad managers · CRM · email
→Phase 1 warehouse review: tables, schemas, current Claude integration
→Website audit — what's broken, what's the fastest path to a rebuild
→Amazon listing + storefront audit across 3 brands
→Lifecycle + CRO baseline diagnostic
→"Heads of state" mapping — where each one will land + what we pre-build
02 Meeting 2
Business Review
→Cross-brand state of the union — where each brand is and where the gap is
→Website rebuild path forward — scope, timing, cost
→Phase 2 marketing connector plan — which platforms first, what Claude can act on from kickoff
→Priority order: what we attack first, what we sequence, what waits for a head of state
→Costed menu of optional add-ons (paid, lifecycle, content, CRO) — Andrew picks what's worth doing
03 Meeting 3
30-60-90 Day Plan
→What ships in Month 1, 2, 3 at $10k — design backlog + Phase 2 connectors
→Which add-on channels (paid / lifecycle / content / CRO) Andrew wants on — each priced
→Andrew approves — execution starts after the trial, first shipped work by Week 4
→Heads of state hand-off plan — what MH-1 trains the Creative / Social / E-comm hires on
→Path to the "two-way street" — first Claude execution workflows live by Month 2
At the end of the 2-week trial, we'll align on the path forward:
Option 1
$10k/mo
Audit + Design + Data Analytics Co-Pilots
The default continuation. Design Lead + Marketing Engineer keep shipping — design system across the 3 brands, Phase 2 marketing connectors, analytics layer on the warehouse. Audit recommendations live on as Andrew's internal roadmap; channel execution stays internal or comes online with the heads of state.
Option 2
$30k+/mo
+ Channel Co-Pilots
Layer Option 1 + any channel co-pilots the audit prioritized — paid media · lifecycle · content · CRO · Amazon ops. Each co-pilot is staffed and priced separately; pick what's worth doing. Easy to scale down as Andrew's heads of state come online.
100% refund if we don't find the right path forward together.