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

Laird Superfood Growth Partnership
First 90 Days

Today we align on the audit scope, the "4 heads of state" org Andrew is building, and where MH-1 plugs in across design, marketing engineering, and lifecycle. Next: access flowing, audit underway, Business Review at Day 7.

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 in flight internally; Phase 2 (marketing data + Claude connectors) and Phase 3 ("two-way street" — Claude executes, not just reports) is where MH-1 plugs in alongside design across own platform, Amazon, and third-party retail.
2 Wk
Trial Audit
3
Brands to Unify
Phase 2
Marketing Data Layer
1 of 4
Heads of State Hired
Your Engagement
$10k/mo
Design + Marketing Engineering + MH-1 Platform
Two-Week Trial · Two Meetings
DAY 1
Kickoff today · audit kicks off · access flowing
DAY 7
Meeting 1 · Business Review — audit findings across 3 brands + the priority order to attack
DAY 14
Meeting 2 · 30-60-90 Plan — what we ship in Month 1, 2, 3 plus the heads-of-state augmentation map
DAY 15
Execution begins — design backlog, lifecycle build, Phase 2 data connectors
100% refund if we don't continue after the trial.
Section 1 · 5 min
Today's Agenda
Nine topics · 60 minutes · one outcome: everyone aligned on scope, the "4 heads of state" model, and the next 14 days of audit work across all three brands.
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 + lifecycle + Raaja
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 to start, covering design + marketing engineering across all three brands. The two-week trial audits the full marketing stack and produces the priority order. Scales up to ~$30k/mo as we layer in lifecycle, paid, and the Phase 2 data buildout — and scales down cleanly as Andrew's "heads of state" come online.
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 to ship at the cadence of a full agency. Design lands across own platform, Amazon, third-party retail, and the email + paid creative ecosystem. Marketing engineering plugs into Andrew's Phase 1 enterprise warehouse and stands up the Phase 2 marketing connectors so Claude can move from reporting to executing — the "two-way street" Andrew is building toward.
What $10k/mo Includes
→Senior design lead across web, Amazon, retail, paid, email
→Marketing engineer — Phase 2 data connectors + Claude workflows
→MH-1 AI platform — research, content, creative scaling
→Strategy oversight from Raaja + MH-1 leadership
→Cross-brand brand integrity (3 brands, one design system)
2-Week Trial · Two Meetings
→Full marketing-stack audit across all 3 brands + own platform + Amazon + retail
→Day 7 · Business Review — findings, opportunities, the priority order
→Day 14 · 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" surges 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
As the audit reveals where MH-1 is most leveraged, we layer in lifecycle + paid + content co-pilots up to ~$30k/mo. As Andrew's heads of state come online, we shed the pieces they own. Easy turn-up, easy turn-down — no replacements, no severance, no awkward off-ramps.
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 — measurable progress on the website, Amazon refresh, and marketing connectors begins in week one.
Section 3 · 5 min
Partnership Scope
A complete operating system across three pillars — Brand & Creative, Lifecycle & Performance, and Data & AI Architecture. The trial audits all of it; the $10k/mo engagement starts on Design + Marketing Engineering, with lifecycle, paid, and additional channels layered in as the audit reveals priorities.
Pillar 1
Brand & Creative
Web · Amazon · Retail · Paid Creative · Email Design · Landing Pages
Pillar 2
Lifecycle & Performance
Email / SMS · CRO · Paid Media · Amazon Optimization · Retention
Pillar 3
Data & AI Architecture
Marketing Connectors · Claude Workflows · Agents · Analytics · "Two-Way Street"
Pillar 1 · Brand & Creative
Brand integrity across 3 brands, every surface
Website Rebuild (3 brands) Lead Workstream — Day 1
Amazon Listing & Storefront Refresh Build + Own
Third-Party Retail Creative Build + Own
Paid Ad Creative + Landing Pages Build + Own
Email + Lifecycle Design System Build + Own
Pillar 2 · Lifecycle & Performance
Repeat purchase + CAC + AOV — across DTC, Amazon, retail
Email / SMS Lifecycle Audit + Optimize
DTC Website CRO Audit + Optimize
Paid Media (Meta / Google / Amazon) Explore Deeper
Subscription / Retention Explore Deeper
Pillar 3 · Data & AI Architecture
Phase 2 + 3: the "two-way street"
Marketing Data Connectors (Phase 2) Build + Own
Claude Workflows + Agents (Phase 3) Build + Own
Marketing Analytics & Reporting Build + Own
Phase 1 Warehouse Plug-in Review + Integrate
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 Is Responsible For
→Design strategy + execution across web, Amazon, retail, paid, email — 3 brands, one system
→Website rebuild plan and shipping the new DTC experience
→Phase 2 marketing data connectors into Andrew's enterprise warehouse
→Phase 3 "two-way street" — Claude workflows + agents that execute, not just report
→Lifecycle + CRO audit and recommendations across DTC channels
→Delivering full Business Review and 30-60-90 plan after the two-week trial
→Training Andrew's heads of state on any work we hand off internally
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
→Design lead across web, Amazon, retail, paid, email (3 brands)
→Marketing engineer — Phase 2 connectors, Claude workflows
→Lifecycle + CRO audit and shippable improvements
→Website rebuild support — the fastest path off "2 years behind"
→MH-1 AI platform — research, content, creative, reporting at scale
→Strategy oversight + cadence from Raaja
Team
Design Lead Marketing Engineer Lifecycle Co-Pilot 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 build (in flight)
→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
A senior Design Lead and a Marketing Engineer leading the engagement, paired with the MH-1 platform — strategy oversight from Raaja, with lifecycle and additional co-pilots layered in as the audit reveals priorities.
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 · DATA + AI
Plugs into Andrew's Phase 1 warehouse, stands up the Phase 2 marketing connectors, and builds the Claude workflows that turn the "one-way street" into the "two-way street." Owns the data foundation for everything else MH-1 ships.
L
Lifecycle Co-Pilot PART-TIME · AUDIT-LED
Audits email/SMS lifecycle and CRO across DTC. Ships first improvements within the trial window, scales up if audit reveals the channel is the leverage point.
Strategy Oversight
RN
Raaja Nemani FOUNDER · STRATEGIC PARTNER
Founded MarketerHire 7 years ago, 7,000+ customers. Direct line for scope, pricing, and the bigger strategic decisions — especially as the engagement scales toward the full marketing-stack envelope.
Available to Scale Into · Up to ~$30k/mo
Paid Media Co-Pilot
Meta · Google · Amazon Ads. Layered in once audit identifies the priority channel.
Content / Brand Co-Pilot
Founder content production around Laird Hamilton, social cadence, hero campaign creative.
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 Day 7 will come back with the order of attack.
Product & Positioning
→What are the three brands — positioning, 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 — tables live? schemas? Claude integration status?
→Which marketing tools must connect first to make Claude useful Day 1?
→"Two-way street" — first 3 actions you'd want Claude to execute, not just report?
→Which "head of state" hire is closest — and what does MH-1 need to pre-build for them?
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 Review + Integrate
Marketing Data Connectors (Phase 2) To Build
Claude (primary AI UX) Connected
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 for execution; Raaja is the single point for strategy. No hand-offs, no opaque agency layers, easy turn-up + turn-down as heads of state come online.
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 Day 7 → 30-60-90 plan at Day 14 → execution begins Day 15 on the design backlog + Phase 2 connectors.
01 Days 1–7 · 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 Day 7 · MEETING 1
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 Day 1
→Priority order: what we attack first, what we sequence, what waits for a head of state
→Lifecycle / paid leverage points — where the ROI shows up fastest
03 Day 14 · MEETING 2
30-60-90 Day Plan
→What ships in Month 1, 2, 3 — design backlog + Phase 2 connectors + lifecycle wins
→Scaling envelope — what additional co-pilots get added, when
→Andrew approves — execution starts Day 15, 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
→
Continue at $10k/mo
The default path. Design Lead + Marketing Engineer + Lifecycle Co-Pilot executing on the audit roadmap — month to month, with the website rebuild and Phase 2 connectors as the lead workstreams.
↑
Expand toward ~$30k/mo
Layer in paid media + content/brand co-pilots and (optionally) a fractional CMO. Covers a much larger swath of the marketing stack while Andrew's heads of state are still being recruited.
Aligned Incentives — Trial Refund Commitment
100% refund if we don't continue after the trial. The structure is built to align our incentives with measurable outcomes for Andrew's rebuild — every prior trial has progressed into a continued engagement.