Kickoff Call CPG · Coffee Creamers + Functional Superfoods · AI-Native Rebuild

Laird Superfood Growth Partnership
First 90 Days

Today we align on what's in the $10k/mo (audit + design + analytics across Laird Superfood) — 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 superfood company — flagship coffee creamers, functional mushroom coffees, and instant lattes 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.
Your Engagement
Starting at
$10k/mo
Design + Data Engineering + MH-1 Platform
+ Scope + Staffing Options
Layer in channel co-pilots (paid · lifecycle · content · CRO · Amazon ops) — you pick what you need, final pricing follows.
Two-Week Trial · Three Meetings
WEEK 0
Meeting 1 · Kickoff — today · audit kicks off · access flowing
WEEK 1
Meeting 2 · Business Review — audit findings + 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 + Data 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 Laird Superfood, 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 + Data Engineering + MH-1
Built for the rebuild —
and the scale that follows.
$10k
PER MONTH · STARTING
A senior Design Lead + a Data Engineer working as one team, backed by the MH-1 platform. The audit covers the full marketing stack across Laird Superfood and produces a costed menu of opportunities. Design execution lands across web, Amazon, retail, and the creative ecosystem. The Data 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, 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
Optional · Scope + Staffing Options
+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 Laird Superfood + 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 + a data 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 · 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 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
Data 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 Laird Superfood + 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 · 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)
→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 · Scope + Staffing You Pick
+Paid media ops · lifecycle ops · CRO program
+Content / social production · Amazon ops · retention ops
Team
Design Lead Data 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 data 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 Data 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. Picks up the website rebuild as the first major workstream.
ME
Data 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).
Scope + Staffing Options · You Pick After the Audit
Each co-pilot below is its own line item — at Meeting 3 you tell us what you want on, and that determines the final monthly. 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
→Core brand positioning today — what's the wedge vs. broader functional-food competitive set?
→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 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 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 + Data 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 Laird Superfood → 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
→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 Meeting 3 we'll walk through scope + staffing options · You decide what you need · That determines final pricing
Baseline
$10k/mo
Audit + Design + Data Analytics Co-Pilots
Always included if you go forward. Design Lead + Data Engineer keep shipping — design system, Phase 2 marketing connectors, analytics layer on the warehouse. Audit recommendations live on as Andrew's internal roadmap; channel execution stays internal until you decide to add it.
+ Scope + Staffing Options
$30k+/mo
Channel Co-Pilots (Pick What You Need)
A menu — not a package. At Meeting 3 we'll walk through each option (paid media · lifecycle · content · CRO · Amazon ops) with staffing and pricing for each. You tell us which co-pilots you want on; that determines the final monthly. Easy to scale up or down as Andrew's heads of state come online.
Final monthly = $10k baseline + the co-pilots you pick from the menu.
100% refund if we don't find the right path forward together.