Retention Chronicles

In this episode of Retention Chronicles, Mariah sits down with Meredith Mills-Merritt, founder and CEO of The Original Southside, a spirit-based, certified organic ready-to-drink cocktail built to challenge the status quo of the alcohol industry .Meredith shares how a family summer recipe evolved into a fast-growing CPG brand, why the RTD category is more confusing than consumers realize, and how ingredient transparency became her competitive edge. We unpack the difference between malt-based beverages and true spirit-based cocktails, the realities of launching in a saturated but growing category, and what it takes to build brand trust in a three-tier distribution system.We also dive into:Why education-first marketing is her primary acquisition strategyHow organic social and in-store tastings drive early tractionWhat retention looks like across DTC and retailWhy customer experience matters even more in a high-friction shipping categoryThe two unexpected consumer cohorts fueling growthIf you’re building in CPG, navigating restricted goods, or thinking about how to balance brand awareness with retention, this episode is a masterclass in patience, precision, and raising the bar.

In this episode of Retention Chronicles, Mariah sit down with Jo, founder of Nutcase Milk, to unpack how a late-night craving for better-for-you chocolate milk turned into a fast-growing CPG brand with creator partnerships and a hard-earned product reset .Jo shares how testing the product at her restaurant sparked early demand, how a random Vegas brunch led to VC backing, and how poker connections evolved into partnerships with names like Ninja and Steve Aoki. But the real lesson comes after launch. When repeat purchase didn’t meet expectations, the team made the tough call to pause, reformulate, and improve the product before scaling further.We talk luck versus determination, founder-led brand voice, handling public criticism, and why retention always starts with product quality. This is an honest look at what it really takes to build in public and get better in real time.

In this episode of Retention Chronicles, Mariah sits down with Kim Roxie — founder of LAMIK Beauty — for a deeply inspiring conversation on entrepreneurship, identity, and building a beauty brand that truly sees its customers.Kim shares her 21-year journey from launching a tiny makeup + brow studio in a Houston mall to building LAMIK into a national clean beauty brand distributed through JCPenney, Nordstrom, Hy-Vee, and more. She opens up about the bold decision to close her successful brick-and-mortar shop in 2018, betting everything on transitioning LAMIK into a digital-first DTC brand — a risk that positioned her perfectly for March 2020.Kim explains how she used early AI tools, quizzes, and virtual try-on to create a personalized online experience long before it became mainstream. And when the world shut down, she turned to Facebook Live — streaming every Friday night for four years with her daughter — building a fiercely loyal community that ultimately became the foundation of LAMIK’s growth and even created their own “Ladies Who LAMIK” group.The episode digs into how Kim thinks about customer acquisition, what makes a product “sticky,” the importance of letting customers co-create your brand, and why sustainable retail expansion requires data, intentionality, and humility. She also shares an honest look at systemic challenges in beauty, the reality of scaling without massive funding, and the deep faith that continues to guide her through volatility in today’s retail environment.This conversation is equal parts tactical, emotional, and empowering — a must-listen for any founder, beauty lover, or builder navigating the balance between vision, community, and resilience.

In this episode of Retention Chronicles, host Mariah Parsons sits down with Taylor Walker, co-founder of Spritzal Cookie Company, to unpack the 11-year journey of scaling a family recipe into a fast-growing clean-label cookie brand. Taylor shares how Spritzle evolved from rainy Saturday farmer’s markets to mass retail distribution, the pivotal decisions behind SKU reduction, packaging revamps, and transitioning from cottage production to manufacturing partners.They dive into customer acquisition strategies that actually work for small, non-VC-backed CPG brands—founder-led storytelling, community-driven sampling, TikTok and Instagram consistency, and the power of organic word of mouth. Taylor also breaks down what customer retention looks like in consumables today, from thoughtful email cadence to in-store surprise-and-delight tactics.Whether you're building a CPG brand or fascinated by modern consumer behavior, this episode is packed with must-hear insights on scaling thoughtfully, staying scrappy, and keeping authenticity at the center of growth.

In this episode, we sit down with Michael, Founder & CEO of Rotten, the better-for-you candy brand that’s rewriting the rules of CPG with bold flavor, unapologetic branding, and an omnichannel strategy built for today’s consumer.Michael shares the unexpected origin story behind Rotten—from his childhood obsession with sour gummies to realizing the “healthy” candy world felt too clinical and joyless. Instead of leaning into the typical wellness aesthetic, he embraced rebellion, nostalgia, and fun, creating a brand that looks indulgent but performs better.We cover everything from branding that disrupts the aisle, to acquisition tactics in an impulse-driven category, to how Rotten approaches retention when customers bounce between Sprouts, Amazon, TikTok Shop, airports, and DTC. Michael also breaks down the surprising not-so-seasonal nature of candy, the power of founder-led content, and why an omnichannel retention strategy is the only realistic approach for modern CPG brands.If you’re interested in brand building, retail expansion, customer behavior, or breaking conventions in a crowded market, this episode delivers a masterclass in standing out—by being unapologetically different.

When Peace Corps volunteer Lisa Curtis felt drained in a rural West African village, local women introduced her to moringa—a nutrient-packed “miracle tree” that would change her life. That moment sparked the creation of Kuli Kuli Foods, now a leading brand bringing climate-smart superfoods to shelves across the U.S.In this episode, Lisa joins host Mariah Parsons to share her journey from discovering moringa to scaling a mission-driven brand found in over 11,000 stores. She breaks down the realities of social entrepreneurship, how Kuli Kuli balances e-commerce and retail, and the art of blending impact with innovation. Tune in for an inspiring story about purpose-fueled business, sustainable growth, and why “nutrition you can feel” is more than just a tagline—it’s a movement.

In this episode of Retention Chronicles, host Mariah Parsons chats with Cheryl Kim, Head of Business Development at Hoxy, a fast-growing Korean-inspired seasoning brand making waves in both online and offline retail. Cheryl shares how Hoxy was born from a decade of importing Korean dry goods and a vision to make authentic Korean flavors accessible and irresistible to American consumers.They dive into the brand’s bold packaging strategy, its Gen Z-friendly aesthetic, and how intentional design decisions—from resealable pouches to shelf-ready displays—set Hoxy apart. Cheryl also walks through the company’s growth journey, from landing on the shelves of HomeGoods, World Market, and soon Walmart, to building traction through Amazon Vine, influencer seedings, and TikTok Shop.Whether you’re a CPG founder, marketer, or flavor enthusiast, this conversation offers rich insights into how to turn cultural inspiration into mainstream success, one savory packet at a time.

In this solo ShopTalk fall recap, Mariah breaks down the two themes that ruled the floor: AI everywhere and an uncompromising focus on customer experience. From post-purchase retention wins to why real-time analytics actually means to-the-second data, she shares five deeper takeaways you can put to work now. Hear what Wayfair revealed about promo-driven traffic vs. non-promo sales, why the U.S. Polo Assn. is leaning into live-streaming marketplaces, Hydrow’s candid take on “pivots,” and Gary Vaynerchuk’s advice to double down on high-view creative. Mariah also spotlights standout activations and partners from the show, plus brand goodies and tools she’s excited to try next.Highlights:AI as the headline act, with practical CX use cases across retail and DTCPost-purchase retention matters because it grows revenue without extra CACReal-time means real-time: inventory and marketing decisions need second-level dataLive selling is rising; learn it before your competitors doUGC > brand hype: let customers sell the story for youShoutouts include Wayfair, U.S. Polo Assn., Hydrow, Shopify, Attentive, Smile.io, Ampee, Insider, Tightly, Purple Dot, Dotdigital, and more, plus ShopTalk’s immersive on-site experiences that made networking actually fun.

In this special solo episode of Retention Chronicles, your host gets cozy on the couch to share some exciting updates. After a brief podcast pause, the show is back with a fresh direction, more solo episodes, and a big personal milestone: the launch of Haven Nova Swim, a revolutionary swimwear brand featuring a swimsuit you can wear 96 different ways! 🤯Tune in to hear:Why the show is shifting formats (hello, bite-sized solo episodes!)The inspiration behind the new brand and how it reimagines versatility in swimwearHow you, the listener, can shape future episodes or even be a guest!A peek behind the scenes of balancing full-time work, a podcast, and a brand launchThis episode is all about reconnecting, reshaping, and setting the stage for what’s next. Whether you’re a longtime listener or new to the pod, you’ll want to hear what’s coming!

Mariah Parsons hosts Jen Brodwick, co-founder of Brixy, a sustainable personal care brand. Jen discusses Brixy's transition from B2B to D2C, leveraging retail and events for customer acquisition. They focus on Instagram for retailer engagement and plan to explore TikTok for D2C growth. Brixy's new magnesium-enriched deodorant is expected to be a top seller. Retention strategies include better segmentation, exclusive bundles, and founder content on TikTok. They also plan to leverage UGC and influencer marketing. Jen emphasizes the importance of intentional customer experience and data-driven decisions, supported by a strong network of advisors and founder groups.Episode Timestamps:Transition from B2B to B2C Marketing 4:25Jen discusses the ease of translating B2B skills to B2C in the health and natural retail world.She highlights the learning curve of D2C marketing but feels confident due to her tech background.Jen emphasizes the importance of user-friendly tools like Shopify, Smile.io, and Shogun in managing and building their website.She mentions the ever-evolving nature of marketing tools and the need to stay updated with new apps and features.Product Launch and Market Strategy 8:44Jen provides details about Brixy's product line, including shampoo, conditioner, and body wash bars, and their successful launch at Expo West.She introduces their new magnesium-enriched deodorant, expected to be a top seller due to its familiar application and benefits.Jen explains the educational aspect of promoting shampoo bars and the ease of using deodorant compared to shampoo.She shares her personal experience with shampoo bars and the efficacy of the category overall.Customer Acquisition and Event Strategy 10:51Jen outlines Brixy's approach to customer acquisition, focusing on retail and in-person events like Expo West and table tops at distributors.She mentions their use of Instagram for retailer engagement and their plans to explore TikTok for D2C growth.Jen discusses the importance of being visible on social media channels where their target audience is active.She highlights the success of their consumer events in local communities and the potential of events like Magic for boutique buyers.Retention Strategies and Segmentation 23:14Jen explains Brixy's basic retention strategies, including email and SMS remarketing through Klaviyo.She emphasizes the need for better segmentation of customer lists to improve retention efforts.Jen mentions plans to offer exclusive bundles and founder content on TikTok to build community and brand loyalty.She discusses the importance of providing value at every step of the customer journey, from initial engagement to post-purchase communication.Leveraging UGC and Influencer Marketing 25:48Jen shares Brixy's experience with using an agency for sourcing UGC and the challenges faced.She highlights the benefits of working with creators who are genuinely interested in the brand and not just looking for payment.Jen plans to leverage TikTok's affiliate back end to find and manage creators directly, aiming to scale their UGC efforts without an agency.She discusses the potential of founder stories and personal accounts to enhance brand authenticity and engagement.Customer Experience and Data-Driven Decisions 32:11Jen emphasizes the importance of providing value at every step of the customer journey, from answering questions on product pages to streamlining the checkout process.She highlights the need for intentional customer experience, ensuring every interaction adds value and builds trust.Jen shares Brixy's 30% customer retention rate and the importance of relevant messaging to keep customers engaged.She discusses the balance between data-driven decisions and trusting her gut feeling in business decisions.