Retail strategy and sales execution, led by a former buyer.
I help consumer brands get on shelf and grow once they are there.
I build the retail strategy, develop the buyer story, lead retailer outreach, and manage the opportunity from first pitch through purchase order and long-term account growth.
Specializing in drug, mass, and grocery retail across health and wellness, beauty, household, and consumer products.
The strategy of a former buyer. The execution of a fractional retail sales lead.
Most brands are forced to choose between a consultant who builds the strategy and a broker who takes it to market. The Retail Launch Co. brings both sides together.
The same person who develops your pricing, positioning, retailer strategy, and buyer story also leads outreach, manages buyer conversations, and owns the follow-through.
No handoff between strategy and sales. No generic playbook. No wondering who is responsible for moving the opportunity forward.
Think Like the Buyer
Retailers need to understand more than what makes your product great. They need to see the category opportunity, the financial value, the consumer demand, and your ability to execute.
I build your strategy and story around what the buyer needs to believe.
Build the Commercial Plan
We establish the foundation behind the pitch, including pricing, margins, positioning, retailer priorities, promotional strategy, and the financial opportunity.
You do not approach retail hoping the numbers work. We know the business case before the conversation begins.
Carry It Into the Market
I lead retailer outreach, buyer meetings, follow-ups, negotiations, and account management.
The strategy does not live in a presentation. It is carried through every conversation and decision.
You have built the product. Now retail needs a plan.
The Retail Launch Co. works with consumer brands preparing to enter retail, pursue larger accounts, or grow the business they already have on shelf.
You may be ready for support if:
Your product is gaining traction, but you are unsure which retailers to prioritize.
A retailer has expressed interest, but your pricing, financials, or buyer story are not ready.
You have a strong product but need someone experienced to lead retailer outreach and conversations.
You are already on shelf and need a plan to improve performance, expand distribution, or strengthen the account.
You need senior retail leadership but are not ready to build a full internal sales team.
Choose the level of leadership your business needs.
Every engagement is built around your brand, category, commercial needs, and retail goals. No templates. No one-size-fits-all approach.
Strategic Retail Representation
For brands ready to pursue new retail distribution or grow existing accounts without building an internal retail sales team.
Before approaching a retailer, I work with you to build the commercial foundation. We establish the pricing, margins, positioning, retailer strategy, buyer story, and launch plan.
Then I take that strategy into the market.
I lead retailer outreach, manage buyer conversations, coordinate meetings, navigate negotiations, and help move each opportunity from initial pitch through purchase order and ongoing account growth.
Brands that want an experienced retail leader to help build the strategy and actively own the retailer-facing execution.
Retail Advisory
For founders and teams managing retail internally who need experienced guidance on the decisions that matter most.
Bring the opportunity, challenge, deck, financial question, or retailer conversation. I will help you understand what the buyer is likely evaluating, identify what needs to change, and create a clear path forward.
Brands that will manage execution themselves but want a former buyer and retail operator helping guide the strategy.
Not sure which level of support is right for your brand?
Start with a Retail Clarity Call. I will learn where you are, what you are trying to accomplish, and whether representation, advisory, or a more focused resource makes the most sense.
One strategy from first pitch through shelf performance.
Getting a meeting is not the goal. Building a retail business that can win the placement, execute the launch, and earn the opportunity to grow is the goal.
Assess
We start with your brand, product, financials, operations, current retail footprint, and long-term goals.
I identify what is ready, what is missing, and what needs to be strengthened before approaching the market.
Build
We create the commercial foundation behind the opportunity.
That may include pricing architecture, margin analysis, retailer prioritization, category positioning, the buyer story, pitch materials, forecasts, and promotional planning.
Lead
I carry the strategy into the retailer conversation.
Depending on the engagement, I lead outreach, manage meetings and follow-ups, navigate negotiations, and coordinate the work required to move the opportunity toward a purchase order.
Grow
Getting on shelf is only the beginning.
We monitor performance, strengthen retailer relationships, optimize promotions, address risks, and build the case for expanded distribution and long-term account growth.
A stronger retail business behind every buyer conversation.
A Clear Retail Strategy
Know which retailers to pursue, why your brand belongs there, and what the opportunity should look like.
A Buyer-Ready Story
Communicate the consumer need, category value, financial opportunity, and execution plan in a way the retailer can quickly understand.
Commercially Sound Numbers
Approach the market with pricing, margins, forecasts, and promotional assumptions that have been pressure-tested.
Senior-Level Execution
Work directly with the person building the strategy and leading the retailer-facing work. There is no junior handoff.
Consistent Follow-Through
Keep retailer opportunities moving through outreach, meetings, follow-ups, negotiations, setup, launch, and account growth.
I spent more than a decade deciding what earned space on shelf.
I spent 11+ years at Walgreens across merchandising, analytics, space management, and category leadership, managing retail portfolios representing $6.2 billion in sales across more than 8,000 stores.
I saw exceptional products earn national distribution. I also saw strong brands get overlooked because the buyer could not quickly understand the category opportunity, the financial value, or how the brand would execute after launch.
That experience shaped how I work today. I founded The Retail Launch Co. to give consumer brands the kind of commercial leadership many do not yet have internally. I bring the retailer perspective to the strategy, help build the business case, and stay directly involved as that strategy moves into the market.
When you work with The Retail Launch Co., you are working directly with me. I build the strategy, lead the work, and remain accountable for moving the opportunity forward.
Work With Dina
Great products do not win shelf space on product alone.
A retailer must believe that your brand can:
My job is to help make that case clear, credible, and commercially sound before the buyer has to ask.
Then, when the opportunity moves forward, I help ensure the strategy is carried through the execution.
Not ready for representation? Start with the frameworks I use with clients.
These practical retail resources were built from the buyer side of the table for founders preparing to make important retail decisions on their own.
Buyer-Ready Line Review System™
A complete six-file system for brands preparing for a retailer meeting or line review. Build an 11-slide buyer-ready deck that clearly communicates your brand, category opportunity, financial value, and retail plan.
Includes an editable presentation template, slide-by-slide playbook, sample deck, follow-up guide, and Buyer Q&A Cheat Sheet.
Retail Go-To-Market Financial Model
Know how much product you may need to produce, what a retail launch could generate, and how different distribution scenarios affect the opportunity.
Enter your assumptions and let the model calculate the rest.
Buyer's Desk Session
Bring your deck, pricing, retailer opportunity, or biggest retail question.
Spend one focused hour with me and leave knowing what the buyer may flag, what needs to change, and what to do next.
Questions founders often ask before we work together.
Are you a consultant, broker, or fractional sales leader?+
The most accurate answer is that I work at the intersection of all three. I bring the strategic perspective of a former buyer, the hands-on execution of a fractional retail sales lead, and the retailer-facing support brands often seek from a broker.
The difference is that I do not begin with outreach. I first make sure the commercial strategy, financials, positioning, and buyer story are strong enough to support the opportunity.
How are you different from a traditional retail broker?+
Traditional brokers are often strongest at retailer access, account coverage, and sales execution.
My work begins earlier. I help build the strategy behind the sale, including pricing, margins, positioning, retailer prioritization, pitch materials, and the financial case. I can then lead the retailer outreach and account work.
I can also work alongside an existing broker, distributor, internal sales team, or agency when that is the best structure for the brand.
What types of brands and retailers do you work with?+
I specialize in consumer brands pursuing drug, mass, and grocery retail, with experience across health and wellness, beauty, household, and broader consumer packaged goods.
Every brand and retailer opportunity is different, so fit is evaluated during the Retail Clarity Call.
What stage should my brand be at?+
Strategic Retail Representation is best suited for brands with a market-ready product, a clear ability to produce and fulfill orders, and the commitment required to support retail growth.
Brands that are earlier in the process may be better suited for Retail Advisory or Tools from the Buyer's Desk while they build the necessary foundation.
You do not need to have every detail figured out before reaching out. Part of my role is identifying the gaps and helping determine the right next step.
Can you guarantee that a retailer will carry my product?+
No credible retail partner can guarantee placement.
Final decisions, timing, assortment needs, and internal priorities remain with the retailer. My role is to make sure your brand approaches the opportunity with a clear strategy, a compelling buyer story, commercially sound numbers, and disciplined follow-through.
Do you only help brands that are entering retail for the first time?+
No.
I work with brands preparing for their first major retail opportunity as well as brands already on shelf that need help improving performance, strengthening an account, preparing for a line review, or expanding distribution.
How do we get started?+
Start with a Retail Clarity Call.
I will learn about your brand, current retail business, goals, and immediate challenges. From there, I will recommend the level of support that makes the most sense.
The retail truths I wish every brand knew before walking into a buyer meeting.
Pricing strategies, pitch breakdowns, category insights, and practical lessons built from more than a decade on the retailer side of the desk. Delivered through LinkedIn.
Get on shelf. Stay on shelf.
Retail success takes more than a great product. It takes the right commercial plan, a buyer-ready story, and someone who can carry both through execution. Let's build the retail business behind your brand.