Retailers I Have Worked With
How This Works
Founder-level help, without the full-time hire.
I step into your business and do the work — hands-on leadership, strategy and execution, not a report and a handshake. There’s a name for it: a Fractional Founder. I founded my own brand, BooginHead, in 2007, grew it into national retail, and sold it to a larger competitor in 2024.
I'm not a former buyer telling you what that retailer wants to hear, or a former corporate employee who's used to having teams and resources to execute the plan — I'm the founder who actually got there. I've been where you are. Scaling a CPG brand is hard, and I know because I've done it, on shoestring budgets and sleepless nights.
My hands-on experience spans baby, personal care, and health and wellness — but the mechanics of retail are the same across consumer products. If it’s a product that sits on a shelf, that’s my superpower.
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Common Questions
Because it is the job. At BooginHead, my title was CEO and Chief BooginHead — I ran the whole thing, from the product to the shelf to the exit. Chief of CPG is that same role, brought to other consumer brands part-time. The way it works has a name too: a Fractional Founder, meaning founder-level leadership and execution without the full-time hire.
A Fractional Founder is a seasoned entrepreneur who steps into your business part-time to provide hands-on leadership, strategy, and execution — not just advice. Unlike a consultant who delivers a report, a Fractional Founder works inside your business the way a co-founder would, at a fraction of the cost and time commitment of a full-time executive hire.
Most consultants advise; most agencies execute a narrow scope. I do both, and I've personally lived the outcome. I founded BooginHead in 2007, grew it into national retail distribution, and sold it to a larger competitor in 2024. That means I'm not theorizing about what works in retail — I'm telling you what happened when I tried it, including the things that failed.
Every stage — the difference is how much of me you need. Advisory is the lightest: coaching, a recurring sounding board, or a board seat. Most work is project-based: a defined piece with a clear start and finish, like a line review push, a sourcing setup, or a 90 day roadmap. Brands with real traction and national retail in reach often move to embedded fractional leadership.
I sold into Walmart, Target, Amazon, buybuyBABY, Burlington Coat Factory, Babies "R" Us, T.J.Maxx, H-E-B and more. I have been working with large retailers since 2007. That includes preparing and presenting line reviews, managing planogram requirements, negotiating packaging changes, and handling the operational demands of national distribution.
Everything from creating a product to getting it on shelf to keeping it there. That includes whitespace and competitive analysis, product development, manufacturing sourcing and setup, packaging strategy, pricing and margin, retail readiness, line review prep, buyer meetings, distributor and broker strategy, retailer logistics and compliance, forecasting and replenishment, defending shelf space, and expanding into new channels. I call it Seed to Shelf, and I've done every step of it myself.
Yes. I managed both overseas and US manufacturing for BooginHead, launched over 100 products, and sold millions of units. Sourcing, tooling, quality control, cost negotiation, and freight are all part of what I can help you navigate.
Start with a free 30-minute discovery call. We'll talk through where your brand is, what's actually blocking you, and which engagement makes sense — or whether I'm the right fit at all. You can book directly from any page on this site, or email sari@chiefofcpg.com.
