Kickoff Call

Let's build the
growth engine.

Today we align on roles, scope, and the pre-launch buildout — so when MAC Energy goes live July 1, the DTC growth engine is ready to fire.

60
Minutes
9
Sections
Jul 1
Launch Target
Month 1 Timeline
Kickoff Call
Today — align roles, scope + access
NOW
Business Review
Next Week — audit findings + opportunities
Channel Plan
In 2 Weeks — 30/60/90 day execution roadmap
Section 1 · 5 min
Today's Agenda
9 topics · 60 minutes · one clear outcome: everyone aligned on who owns what before Jul 1
01
Intros & Context
Who's on both sides, how we got here
5 MIN
02
Today's Goals
Align on objectives and expectations
5 MIN
03
Partnership Scope
MH-1 DTC scope vs. Brand vs. Retail
5 MIN
04
Org Structure
Three pillars: Brand, Growth (MH-1), Retail
5 MIN
05
MH-1 Team
CMO role + co-pilot team being assembled
5 MIN
06
Pre-Launch Questions
Product, pricing, positioning, audience
10 MIN
07
Tech Stack & Access
What exists, what needs to be built
10 MIN
08
Working Together
Comms, cadence, decision flow
5 MIN
09
What Happens Next
Pre-launch buildout → July 1 launch
10 MIN
Section 2 · 5 min
Today's Goals
Three outcomes we're walking away with today
01
Align on Roles
Clear separation between Brand (Head of Brand), Growth/DTC (MH-1 CMO), and Retail (LA Libations) — no overlap, no gaps.
02
Define the DTC Buildout
Agree on what 'launch-ready' means for DTC: Shopify, paid media, lifecycle, Amazon, analytics — and the timeline to get there.
03
Collect What We Need
Get access to all existing assets, brand guidelines, product specs, and context — so we can start building immediately.
Section 3 · 5 min
Partnership Scope — MH-1 DTC Focus
MH-1 owns the digital growth engine — building from scratch to launch-ready by July 1
MH-1 Channels — Build + Own
DTC / Shopify Build + Optimize
Paid Media (Meta / TikTok / YouTube) Build + Run
Lifecycle (Email / SMS) Build + Run
Amazon MH TBC
Organic Social Build + Run
AI Creative Build + Run
Analytics & Attribution Build + Own
Agency Management Own
Not In MH-1 Scope
Brand Positioning / Voice Head of Brand
Influencer / PR Strategy Head of Brand
Retail / Distribution LA Libations
Photoshoots / Production Brand / External
MH-1 Is Responsible For
→Fractional CMO — growth strategy and execution leadership
→Building DTC infrastructure from scratch (Shopify, paid, lifecycle)
→Assembling and managing the execution team (co-pilots)
→Analytics, attribution, and reporting systems
→Agency sourcing, onboarding, and performance management
→Launch-day growth engine activation
MAC Energy Team Provides
→Brand guidelines, packaging, and visual assets
→Product specs, pricing, and SKU lineup
→Conor content, likeness, and IP direction
→Timely approvals and decisions (24-hr SLA)
→Platform access and account setup
Launch Constraint
Target launch: July 1 — tied to a major UFC event. All DTC infrastructure, paid media creative, lifecycle flows, and analytics must be live and tested before that date. No grace period.
Section 4 · 5 min
Organizational Structure
Three pillars reporting to James — MAC Energy is built on clear ownership lanes
J
James Williams
Co-Founder & CEO
Overall vision, Conor relationship, final decision-making
S
Shan Umer
Co-Founder
Operations, partner network, TIDL experience
H
Head of Brand
CREATIVE & NARRATIVE LEAD
Owns
→Brand positioning & voice
→Campaign concept & narrative
→Conor integration & content direction
→Influencer messaging & strategy
→PR messaging & story angles
Reports To
Brand Director (internal)Influencer Agency (Kyra)PR Agency
FTE search in progress via MarketerHire
F
Fractional CMO
MH-1 · GROWTH & EXECUTION
Owns
→DTC (Shopify) growth & optimization
→Paid media (Meta, TikTok, YouTube)
→Lifecycle marketing (Email / SMS)
→Amazon strategy & performance
→Analytics, attribution & reporting
→Agency ownership & management
Team
Paid Media LeadLifecycle / CRM LeadDTC / Shopify OperatorAmazon SpecialistAnalytics / Attribution
L
LA Libations
STRATEGIC PARTNER · RETAIL
Owns
→Retail strategy & distribution expansion
→Buyer relationships (Walmart, 7-Eleven, etc.)
→Trade marketing & in-store execution
→Sampling, demos & retail activations
→Sell-through & retail velocity
Reports To
Head of Brand → packaging, messagingCMO → demand signals, data
Track record: Body Armor, etc.
Section 5 · 5 min
Your MH-1 Team
The people building and running your digital growth engine
C
Chris
Co-Founder & CEO
J
Jarred
Strategy & Operations
J
Josh
MH-1 Technical Lead
CMO
TBD
👥
Co-Pilots — Assigned After CMO Onboards Paid Media · Lifecycle / CRM · DTC / Shopify · Amazon · Analytics
MAC Energy Team
J
James Williams
Co-Founder & CEO
Based in Mexico
S
Shan Umer
Co-Founder
Based in LA · Also runs TIDL
C
Conor McGregor
Co-Founder
Brand & content driver
Section 6 · 10 min
Pre-Launch Discovery
Intake questions — building our understanding from zero to launch-ready
Product & Positioning
→SKU lineup — how many flavors / sizes at launch?
→Retail price point (per can, per pack)?
→Key product differentiators vs. category leaders?
→What is the core brand promise in one sentence?
→How does Conor's personal brand integrate with the product?
→What existing brand assets are ready? (packaging, logos, photography)
Business & Financials
→Revenue targets for Year 1 (DTC vs. Retail split)?
→Gross margin per unit (DTC)?
→Total marketing budget for launch? DTC allocation?
→Target CAC and first-purchase AOV expectations?
→Subscription / subscribe-and-save model planned?
→Fulfillment partner? Shipping from where?
Audience & Go-To-Market
→Primary target audience — age, demo, psychographic?
→Are you targeting UFC / MMA fans specifically, or broader?
→Will there be a pre-launch waitlist or hype campaign?
→What Conor content will be available for ads (video, social, etc.)?
→Any launch partnerships beyond LA Libations? (events, collabs)
→Which UFC event is the launch tied to? (date, location)
Competitive Landscape
→Who are the top 3–5 competitors to benchmark against?
→Which energy drink DTC experiences do you admire?
→How do you view category-leader DTC playbooks as a competitive reference?
→What's the moat — why will customers choose MAC over alternatives?
→Any existing market research or consumer data?
Section 7 · 10 min
Tech Stack & Infrastructure
What exists today vs. what needs to be built before launch
Shopify
DTC storefront — who is building it?
Status: TBD — someone else building
Meta Ads
Ad account, pixel, product catalog
Status: Needs setup
TikTok Ads
Ad account, pixel, Spark Ads
Status: Needs setup
YouTube Ads
Google Ads account + YouTube channel
Status: Needs setup
Email / SMS (Klaviyo)
Flows, templates, list building
Status: Needs setup
GA4 / Analytics
Tracking, attribution, reporting
Status: Needs setup
Amazon
Seller Central, PPC, listing
Status: TBD — MH-1 or LA Libations
Social Accounts
Instagram, TikTok, Twitter/X, YouTube
Status: Confirm what exists
Domain / DNS
macenergy.com or similar — who manages?
Status: Confirm
Section 8 · 5 min
Working Together
How we communicate, report, and stay aligned — especially pre-launch
Communications
Slack + Email
Slack for short-form day-to-day (response <4 hrs).
Email for approvals and strategy docs (<12 hrs response).
Reporting
Weekly Status Updates
Weekly buildout progress reports pre-launch. Post-launch: performance dashboards with M/W/F cadence. Full QBR each quarter.
Meeting Cadence
Weekly During Pre-Launch
Weekly syncs until launch to ensure we hit July 1. Post-launch shifts to fortnightly. QBRs each quarter.
Section 9 · 10 min
What Happens After Today
Pre-launch buildout in three phases — all leading to Jul 1
01 Weeks 1–3
Foundation
→CMO hired and onboarded
→Brand assets + product specs collected
→All ad accounts + analytics set up
→Competitive audit complete
→Co-pilot team assembled
02 Weeks 4–8
Build & Test
→Shopify store UX review + CRO
→Paid media creative + campaign structure built
→Email / SMS flows: welcome, abandon, post-purchase
→Pre-launch hype campaign (if applicable)
→Attribution + reporting dashboards live
03 July 1 Launch
Launch & Scale
→All paid campaigns go live
→Launch-day email / SMS blast
→Real-time performance monitoring
→Rapid creative iteration based on data
→Week 1 performance review → optimize
Fractional CMO — What We're Hiring For
Must-Have
→Startup or early-stage CPG / DTC experience
→Has built growth systems from scratch
→Highly hands-on — operates, doesn't just advise
→Comfortable with ambiguity and fast pace
→Agency management experience
First 90 Days = Success
→Fully built DTC, paid, and lifecycle infrastructure
→Clear attribution and reporting live
→Strong testing cadence established
→All agencies onboarded and coordinated
→Launch-ready growth engine