For founder-led supplement & personal care brands

You built the brand. Let’s grow it.

Senior growth leadership without the cost of a full-time hire. A complete D2C growth system, built from a decade in supplements and personal care and shaped around your business goals.

Book a fit call

Jack Cooney, Founder

Growing D2C supplement & personal care brands since 2016

Client result

New customers

2.6×

New-customer revenue

2.5×

NC-ROAS

hit founders’ breakeven goal

“Jack’s deep experience, judgement and rigor really showed us what a good marketing department actually looks like.”

Adam, co-founder

Premium sleep supplement

Read the case study ↓

Who this is for

You’ve built something people love. Scaling it is a different discipline.

Revenue: $1–5M a year
Category: Supplements & personal care
Stage: Founder-led, past product-market fit

The problem

Growth has stalled or isn’t moving as fast as you want, and you’ve got a million things to manage alongside it. You know your product and market better than anyone, but D2C growth is its own discipline. Your agencies and platforms each report their own flattering numbers and you’re uncertain where the next dollar should be invested.

Growth needs a senior leader who you can rely on to expertly own and manage the function.

Why your category is different

Your category is crowded, sceptical and expensive to compete in. Competitors with strong lifetime value can afford to pay hundreds of dollars for a customer, so your economics have to look well beyond the first purchase.

Buyers have heard every “clinically proven” claim, so your proposition has to speak to who they are, overcome their doubts and give them hope.

And with margins for error this thin, the engine that runs it all has to be close to flawless. Generalist playbooks aren’t built for this.

Who you’d be working with

I’m Jack. I’ve been on your side of the table.

I’ve grown D2C supplement and personal care brands since 2016, including co-founding and running my own, owning the P&L and managing the teams. So I know what it’s like to make these calls with your own money on the line.

I started Invig Media for founders building something special, something the market truly wants. They’re great product leaders, but not senior growth leaders. So they do what founders do: they get scrappy and teach themselves. But this takes years, especially while juggling all the other things the business requires. The business stalls while they figure it out. The other option is hiring a good growth leader for $200–300K a year, and that’s on top of the costs of the agencies, team and software they require. At $1–5M in yearly revenue, that’s hard to justify.

That’s where Invig Media steps in. At this stage you don’t need a full-time leader pulling a hundred levers. You need someone who knows from experience which few matter most, and how to run the team that pulls them. I bring that on a fractional basis, leading the whole function.

It all runs on one integrated growth system, built from a decade of growing brands in your category.

The Integrated Growth System

Three layers, run as one system.

Led by me, built around your goals: one set of numbers, and every part of your growth pulling in the same direction.

Economics

What is a customer worth over their reorders, what can you afford to pay to win one, and what should the target growth path be?

Your real P&L, built from your own data, with contribution margin as the foundational metric
Reorder curves: how customers come back, and where they drop off
How much you should pay for new customers across all your channels, and how many orders to win it back
Growth scenarios: what different profit targets mean for your business over both the short and long run
A target for every part of the engine, all feeding into one integrated growth model

Proposition

Does the right customer have a clear, believable reason to buy from you, and to keep buying?

Understand your competitive landscape and the angle nobody owns yet
Positioning around who your customer is, not just what your product does
The offer that wins your market, and still works on your P&L
Build trust and belief: the mechanisms, proof and claims you can make in regulated markets
A proposition that’s continuously refined based on actual results

Engine

Is every part of growth working as one, towards your P&L?

Media, creative, site, email and SMS working as one, each with a clear role in the buyer’s journey and the right KPIs to match
Every touchpoint, from the first ad through every reorder, refined to carry the proposition and grow what each customer is worth
Account structures and a media mix built for how supplement and personal care brands scale
Campaigns built around the moments your customer cares about to stand out in a crowded market
One senior growth leader who ties it all to your P&L and understands the proposition inside out

Agencies only typically work on one layer.

A typical agencyInvig Media

Economics A typical agencyPlatform metrics, not tied to your P&L Invig MediaOne integrated model, tying every part to your P&L

Proposition A typical agencyTaken as briefed, with no insight added Invig MediaResearched, developed and constantly refined

Engine A typical agencyTheir part, run in a silo Invig MediaEvery part playing its role, pulling as one

Execution climbs the growth ladder. A stronger proposition extends it.

Better creative, campaigns and media management help you climb. But every ladder has a top. Once you reach it, growth stalls, however hard you push.

Give more people a clear reason to choose you over the alternatives, and the ladder gets taller. That raises the ceiling on growth.

That’s why the Integrated Growth System runs all three together. Execution keeps climbing, the proposition keeps extending the ladder, and the economics show how fast you can afford to climb.

Two ladders. On the left, a founder sits slumped at the top of a short grey ladder with nowhere left to climb. On the right, the same grey ladder has been extended with green rungs, and a founder is still climbing.

Where we start

Diagnose. Build the foundations. Run the system.

Roadmapping

2 weeks

A diagnosis of all three layers from your real data, so you can see what’s really standing in the way of your growth goals and what you need to do next.

Economics

An integrated growth model tied to your P&L showing the levers that move profit and what each channel really contributes. You’ll get clarity on your most important numbers and how they stack up against category benchmarks.

Proposition

The brands your customers weigh you against, how sophisticated those buyers are, and a verdict on whether your offer and positioning stand out from the competition.

Engine

An audit of every part, from account structure and media mix to your creative portfolio, showing where money is being wasted and what’s capping performance.

You leave with a roadmap of priorities: what to fix, in what order, to take your business to its next stage. It’s built to stand on its own, whether you act on it with me, with your team or with someone else.

Installation

4 weeks

The integrated system for serious D2C growth. Put in place by one senior growth leader who sees across all three layers, so no part is set up in isolation. Tailored to what you want from the business, whether that’s generating cash or scaling fast.

Economics

From where the numbers are today to where they need to be for the next stage of growth. I set KPIs for every part of the engine to close that gap, and put in the measurement and reporting infrastructure to track progress reliably.

Proposition

Deep customer and market research to inform the next iterations of our proposition. A prioritised backlog of messages, angles and offers for the engine to test. Every result feeds back into it, so over time our proposition moves towards the strongest one the brand could take to market.

Engine

Any part of the engine that isn’t set up to hit our goals is moved to the right setup. Whoever runs each part, whether your existing team, your agencies or specialists I bring in, works to one plan and is held to its KPI.

You finish with the three layers working as one system: the right KPIs we can track, a deeply researched backlog of tests that keeps sharpening our proposition, and an engine set up and already running towards our goals.

Execution

Ongoing

I install the system, and I keep running it. It’s never handed down to a junior, so you always have someone experienced integrating it all.

Economics

The growth model is updated every month against what actually happened. As we grow and the market shifts, the KPIs move with it, so every part is always held to the right number.

Proposition

Every test result refines our proposition as we go, building on what wins and dropping what doesn’t. Then each quarter, we step back to look at how the market and our competitors have moved, and what the patterns across all the tests say about our customer. This informs our bigger swings: the bolder tests with more upside.

Engine

Ongoing management of every part, held to its KPIs. As D2C growth changes, from the platforms to new channels to how the best content gets made, I keep the engine up to date and running at full capacity.

The result is growth that compounds: sharper numbers, a stronger proposition, and an engine that keeps hitting higher targets.

Premium sleep supplement

Case study: Thirdzy

Thirdzy Rest & Recover Collagen pouch on a kitchen counter with strawberries and lemons

The market had moved past their USP. We found a stronger one and built the engine to scale it.

The founders had built a product people loved, but cracking growth was proving hard. Every increase in ad spend brought a sharp drop in efficiency and contribution margin, and new-customer growth had plateaued. The goal was clear: scale customer acquisition while maintaining breakeven on first order.

New customers

2.6×

New-customer revenue

2.5×

NC-ROAS

hit founders’ breakeven goal

Six-month period, year over year. Source: the brand’s own backend, not platform attribution.

01 · Roadmapping

Diagnosing the real constraints

I started with a diagnosis across all three layers. The economics were strong: solid unit economics and healthy lifetime value meant the brand could afford to scale paid media. The constraint was elsewhere.

The proposition had fallen behind. The market had become more sophisticated since launch: new brands had entered and bigger players had expanded into the space. The USP the brand led with was now table stakes.

And the engine wasn’t set up to grow. Its media mix, creative portfolio and account structures were heavily over-indexed on bottom-of-funnel demand capture and remarketing to existing customers, so little new demand was being created.

02 · Installation

Foundations for sustainable growth

I worked with the founders to turn their growth goal into the right KPIs and implemented a weekly management system to make sure they were hit.

We dug deep into who the Thirdzy customer was and how they saw themselves, combining the founders’ knowledge of their customers with fresh research. That led to a USP far more relevant to them than one aimed at the broader market. We built messaging pillars that spoke to their identity, making Thirdzy the obvious choice for this person.

I took over the media channels from day one, cut the channels and campaigns that weren’t contributing, and moved budget to generating fresh demand. I put in a creative testing system with much higher testing velocity, built to find winners and refine the messaging. We built a marketing calendar around the key cultural moments that mattered to the Thirdzy buyer.

03 · Execution

Testing our way to scale

We scaled through an ambassador network of elite athletes and coaches, relatable authority figures for this audience, and tested a wide range of formats and styles alongside them. The result was a much stronger, more diversified portfolio of winning creative that was able to scale sustainably.

Testing also sharpened how we told the story. Our strongest angle started with a problem specific to this audience, one that called them out instantly in a way a broad-market message never could. Then it revealed the hidden cause behind it. Once they saw it, Thirdzy was the obvious answer.

We didn’t stop there. We kept testing new stories, mechanisms and angles that spoke to different emotional and psychological drivers, so the audience kept expanding.

The result

2.5× new-customer revenue, while maintaining breakeven on first order.

“The thing that’s most different about Jack is he truly feels like an extension of your team, and he takes a rigorous, systematic approach.”

Adam, co-founder of Thirdzy

Book a fit call

Your next stage of growth starts with a conversation.

A free 30-minute call with me. We’ll get to know each other, see whether we’re a good fit, and if we are, talk through the next steps. We’ll cover:

Your brand, your goals, and where growth stands today
What you’ve tried so far, and what’s held growth back
Whether my approach fits your stage and ambitions

I only take on a handful of brands at a time, because I’m hands-on in every one. If it isn’t the right fit, I’ll tell you, and point you to what will help.

Jack Cooney, Founder

Growing D2C supplement & personal care brands since 2016

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