Dr. Squatch
Commercial Leadership / Consumer Brands
- Role
- First retail sales hire, employee #13
- Focus
- Retail strategy and operations
- Retail
- Walmart and grocery
I joined Dr. Squatch as employee #13 and the company's first retail sales hire. At the time, the brand had built a massive following online but had yet to enter physical retail.
I built the retail strategy and operations from the ground up, personally leading negotiations with Walmart and helping establish one of the early successful examples of a digitally native brand going directly into mass retail.
Our first-year retail business generated over $50 million in sales.
Dr. Squatch was eventually acquired by Unilever for approximately $1.5 billion in 2025.
The Walmart launch
[Add a short first-person account of the Walmart launch.]
