If your direct-to-consumer (DTC) playbook is starting to stall, this episode is your wake-up call. Chuck Heckman, co-founder of OneBillion Agency, joins Grant Fisher to unpack what it really takes for DTC brands to scale into retail, and how to win once you get there.
With decades of experience leading global campaigns for brands like Verizon, P&G, Heineken, and Clorox, Chuck brings a deep understanding of both digital and in-store growth. He explains why customer acquisition costs (CAC) are climbing, why “CAC inflation” is killing profitability, and why omni-channel brands consistently enjoy higher lifetime value (LTV) than pure DTC models.
From shopper marketing and retail media to distinctive brand assets and buyer psychology, Chuck lays out the Billion Dollar Brand Playbook: a proven roadmap that helps emerging brands go from one or two retail partners to category dominance.
The DTC Ceiling: Why the tactics that built your online success will not work at the shelf.
CAC Inflation Explained: The real reasons digital acquisition costs are climbing across every platform.
The Retail Mindset Shift: How to go from hyper-targeted digital ads to mass reach and frequency.
Distinctive Assets and Category Positioning: Why blending in kills recall—and how to stand out without confusing customers.
When to Rebrand vs. When to Refine: How to know when small tweaks aren’t enough.
Revenue and Margin Reality: What founders overlook when they first enter retail.
Small Brand Advantage: The creative agility and consistency lessons smaller teams can borrow from Fortune 100 players.
The Future of Retail: What’s replacing the social-media gold rush and how in-store experiences are making a comeback.
Chuck Heckman is the Co-Founder of OneBillion Agency, an omni-channel brand and media strategy firm helping DTC brands transition and scale into CPG retail. He has led strategy for world-class brands including adidas, Heineken, Hilton, P&G, and Verizon, and brings a rare mix of agency expertise and C-suite leadership experience.
Connect with Chuck on LinkedIn: linkedin.com/in/heckchuckman
Explore OneBillion Agency: onebillion.agency
Check out Posted.Careers, his startup connecting marketing, HR, and creative professionals: posted.careers
