D2C to retail: The real playbook for UK FMCG brands
Summary:
From D2C ambition to retail reality, in this session Jenn Woollford (Neon Leaders) & Lottie Unwin (UpWorld) will cover what it actually takes to get shelf-ready, and how to make your retail listing work harder once you're there.
Date:
Tuesday, 7 July 2026
Duration:
60 mins
Location:
Online event
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Details:

Join us for an honest, practical session on making the move from D2C into retail - and making it work once you're there.

Jen Woollford (Neon Leaders) will walk through what it actually takes to get shelf-ready: the mindset shift, the packaging reality, and the commercial framework brands need before they step into retail.

Lottie Unwin (UpWorld/Brand Hackers) will cover what underperformance in retail actually looks like, how to identify the root causes, and how to use data to prevent and reverse it.

This session is for UK FMCG challenger brands at or approaching the retail transition, whether you're still planning your move or already listed and looking to optimise performance.

Hosted by Anna Henwood, CEO of Stickybeak.

It's free to attend, with a live Q&A at the end.

Speaker profiles:
Jen Woollford
Founder, Neon Leaders
Jen Woollford is a strategic and commercial marketing expert with global experience spanning large-scale CPG, food-tech, and the world of independent talent. She founded Neon Leaders to do two things: give high-potential scaling businesses access to a breadth of senior marketing expertise they couldn't otherwise afford and give exceptional independent marketers a community to grow their impact through. Prior to founding Neon Leaders, she led marketing and growth for a Series D-funded food-tech start-up, and spent over a decade leading branded portfolios in large-scale CPG. She is a passionate advocate for putting consumer mindset back at the heart of the food industry, and believes brand leaders should be a positive force for growth in both business and society.
Lottie Unwin
Founder, UpWorld
Lottie Unwin is a 2x founder building the infrastructure for ambitious marketers and the brands that need them. Before founding her businesses, Lottie held Head of Marketing roles across a strong roster of UK FMCG challenger brands including Proper, Elizabeth Scarlett, Nix & Kix, Dr. Will's, and byRuby - giving her genuine hands-on experience of what it takes to build and grow a brand in competitive retail environments. Up World is a community of over 1,100 start-up marketers who support each other daily through huddles, mentorship, courses, and jobs matching. Brand Hackers provides fractional marketing teams for ambitious brands - slotting in with the right experience at the right time, and using their Progress Loops process to get to results faster than a traditional agency or small in-house team could.
Anna Henwood
CEO at Stickybeak
Anna is CEO of Stickybeak, the global consumer testing platform helping marketers move faster with more confidence. Formerly a global CMO, Anna brings deep expertise in brand, marketing, and international growth. She’s passionate about helping marketers make better calls, backed by real feedback from real people.