writing. marketing. strategy.

Customer service didn’t suddenly collapse—it eroded slowly. Drawing on firsthand experience working on a customer experience team, this essay explores how rising expectations, stagnant wages, and misplaced investments in technology have reshaped the industry. The result? A system that often makes it harder for employees to help customers.

Choosing the right marketing partner isn’t just about cost or capability. It’s about alignment. In this guide, I break down when to work with an agency, hire in-house, or partner with an independent creative—and how growing e-commerce and CPG brands can decide what actually fits their stage and goals.

Liquid Death used to be delicious. Now it kinda sucks. Here's where they went wrong and what other CPG brands can learn from their mistake.