About
- Biography & Abilities
Geoffrey Huntting
E-Commerce & Omnichannel Marketing Executive and General Manager, Driving Fast-Paced, High-Margin Growth via Performance & Brand Marketing, Cross-Functional Leadership & Engagement, and AI-Enabled Operations
As an eCommerce, DTC, and Omnichannel Marketing leader.
Geoffrey Huntting has been a driving force behind growth acceleration, brand building, performance marketing strategies, digital reinvention, and lifecycle marketing for entrepreneurial enterprises ranging from startups to companies with 9-digit P&Ls.
Geoffrey has a track record of turning around brands, and taking companies to the next level of growth and revenue. He has worked at well known brands including Proactiv acne skin care and Hint water. He has an MBA in Marketing from Iona University, and a Bachelor’s degree from Southern Connecticut State University.
A New York City native, Geoffrey currently resides in Rumson, NJ. When not at work, he is an avid runner and enjoys time at the beach with his wife and 2 daughters.
WHAT I DO:
- Maximize ROI across DTC, Amazon, and eCommerce platforms by leveraging both brand and performance marketing expertise.
- Navigate evolving omnichannel landscapes to identify the most effective marketing mix, content, and lifecycle strategies for each channel.
- Engineer lean, AI-enabled marketing operations to fast-track the path to growth and enhance agility.
- Own the P&L, annual operating plan, and resource allocation to keep growth profitable.
- Build and lead loyal, data-driven cross-functional teams that excel under pressure.
MY BACKGROUND:
I’ve built my career in eCommerce, DTC, and Omnichannel Marketing leadership as a driving force behind growth acceleration, digital reinvention, and performance and brand marketing for consumer brands.
Full P&L ownership has widened my lens, showing me how marketing connects to every part of the business.
E-commerce & Omnichannel Marketing: As SVP of eCommerce at Hint, Inc., I diversified the DTC and E-commerce marketing to ignite growth for one of the fastest growing flavored-water companies in the U.S.
Enterprise Value Creation: With Guthy Renker, I transformed the digital marketing department and accelerated growth for Proactiv skin care brand (acquired by Nestlé). With Lot18, I led a rebranding effort for a subscription-based club that expanded market potential and enterprise value.
Digital Transformation: I built my career foundation transforming traditional marketing models into revenue-winning digital formulas. With FYI Direct, I led a shift away from offline models and built the brand across the digital sphere, delivering millions in revenue.
MY CURRENT CHAPTER:
Today, I’m GM of E-Commerce for USP Group’s U.S. hub, responsible for health and wellness brands BeLive and Hi-Lyte. With my hands still deep in marketing, I’m continuing the work I’ve always loved: building brands and growing demand, now with a wider view of the business.
MY LEADERSHIP APPROACH:
As a leader, I care deeply for my team members. I’m committed not just to my company’s success but to helping the individuals I lead realize their full career potential.
MY EXPERTISE:
MARKETING: DTC, eCommerce & Amazon Marketplace Growth; Brand & Creative Strategy; Omnichannel Media Mix Strategy; Customer Acquisition, Experience & Retention; Website Optimization; Social, Influencer & Creator Marketing; AI-Driven Marketing Operations
GM STRENGTHS: Cross-Functional Team Leadership; Financial Management & P&L Ownership; Team Development & Retention; Strategic Partnerships & Negotiation; Digital Transformation; Business Model Renovation; Business Process Improvement
MY MISSION:
To ignite explosive growth for visionary brands shackled by ineffective marketing. I specialize in liberating stellar products from obscurity and overcoming barriers to unprecedented market share and profitability.
IDEAL PARTNERS:
Startups yearning to scale, midmarket disruptors seeking dominance, established players battling rapid digital transformation and brands aiming to professionalize their strategies and transform marketing cost centers into profit catalysts.
EXPERTISE:
► Growth Acceleration & Media Mix Mastery
► Omnichannel & Traditional-Digital Media Integration
► Ecommerce & Marketplace Domination
► Customer Acquisition & Digital Marketing Optimization
► Data-driven Decision Making & A/B Testing leveraging AI
► Brand Storytelling & Content Creation
► Website & Retention Optimization
► Sales-Igniting Promotional & Influencer Strategies
► Marketing Technology Stack Optimization
► High-Performance Team Building
USP GROUP:
IMPACT: Launched a unified marketing platform and revenue diversification strategy to build an omnichannel engine.
ROLE OVERVIEW: Recruited from consulting engagement into marketing-led GM responsibility for BeLive and Hi-Lyte brands with mandate to scale the business. Own the strategy, P&L, annual operating plan, and resource allocation.
Steer teams spanning brand and creative strategy, growth and lifecycle marketing, operations, customer experience, and finance.
HIGHLIGHTED ACHIEVEMENTS:
STRATEGIC POSITIONING: Strengthened USP, brand guidelines, and strategy for BeLive and Hi-Lyte brands, shifting from product focus to solution focus. Built scalable brand platforms to inform DTC advertising, creative, website redesign, product launches, and campaigns.
OMNICHANNEL STRATEGY: Steered company to diversify beyond Amazon with omnichannel brand consistency. Built out DTC channel, paid media strategy, and social media/influencer/creator programs. Set criteria, standards, and benchmarks.
AMAZON FORTIFICATION: Managing Amazon channel with modernized growth capabilities and steering full-funnel advertising, testing, and optimization.
AI-ENABLED GROWTH: Built a lean operating model, embedding Claude and ChatGPT into workflows, strategy development, and project management across a commerce and marketing stack spanning Amazon Seller Central, Shopify, Klaviyo, and Asana.
HINT INC:
IMPACT: Delivered explosive growth (over 300% and $60M) by diversifying and expanding the performance and brand marketing approach. Built capabilities to fully capitalize on DTC, Amazon, and eRetail opportunities. Professionalized processes and team, enhancing knowledge capital to meet investor expectations.
ROLE OVERVIEW: Challenged to create, execute, and manage the E-Commerce strategy, marketing budget and 8-digit P&L. Led Direct-to-Consumer Marketing, Lifecycle/Retention/Subscription, Amazon, eRetail and Social Media teams.
HIGHLIGHTED ACHIEVEMENTS:
Led eCommerce P&L, exceeding DTC and e-commerce growth targets during tenure and new DTC customer order KPIs. Aligned growth with CPA targets, delivering dramatic improvement in acquisition costs.
Diversified media mix strategy with new AI capabilities; Meta, TikTok, Native, Display, Affiliate, and influencer campaigns; DRTV and direct mail; SEM and SEO. Launched influencer / creator marketing, establishing fastest growing e-commerce channel. Engineered YouTube and CTV debuts, elevating brand engagement metrics. Leveraged MMM and attribution analytics to maximize sales and efficiency.
Identified gaps in expertise needed to drive growth. Built team of subject matter experts reducing agency dependency with massive annual savings.
Maximized Amazon sales to soar beyond Covid uptick. Strengthened overall sales despite setback of tech platform policy changes (Apple iOs) and grew new customer orders while lowering CPA.
Surpassed acquisition targets in paid media channels, fueling new customer growth. Drove material sales conversion increase through rigorous A/B testing.
Launched email and CRM tools, promotional calendar and site merchandising strategy increasing customer retention and LTV. Launched new website and UX on Shopify and managed optimization strategy, generating material conversion lift. Overhauled digital creative campaign management and resources to lower annual operating expenses.
GUTHY RENKER / THE PROACTIV COMPANY:
IMPACT: Drove a mission-critical shift from an infomercial-based business model at Guthy Renker to DTC digital reinvention. Maximized digital sales and created a matrix of value that led to a brand acquisition by Nestlé Skin Health. Proactiv is America's #1 clear skin routine, which has helped over 20 million customers and subscribers.
ROLE OVERVIEW: Managed all digital channels, DRTV, and direct mail, for brand and performance marketing, with a 9-digit P&L. Led team of marketing, media, and creative reports.
HIGHLIGHTED ACHIEVEMENTS:
Built a top-echelon digital marketing and creative department that maximized revenue success. Delivered significant digital sales and profit growth (over 30%). New capabilities eliminated agency dependency, with massive annual savings ($6M).
Analyzed advertising spend, gaining a nuanced understanding of P&L, and then eliminated inefficient campaigns/channels. Championed aggressive investment in social media, increasing Meta (Facebook and Instagram) sales while driving down cost per order. Deftly managed CTV / YouTube budget that dramatically improved brand awareness and video channel orders.
Orchestrated the development of new creative tests and overhauled the order flow, increasing site conversion rate over 50%, and prompting visitors to choose higher priced kits, growing Internet orders and profitability.
Retained 90% of staff during divestiture from Guthy Renker, despite turbulent cultural transition to a multinational organization and high pressure to meet aggressive new targets.
LOT 18:
IMPACT: Led a start-up business model overhaul that unlocked the gateway to a wider customer base, caused market incumbents to stumble, supercharged revenue, and left a lasting legacy of sustainable growth. Exceeded growth goals across net sales conversion, customer base, and revenue per customer.
ROLE OVERVIEW: Charged with growth marketing and sales across all media channels, managing paid media budgets and leading marketing, media buying, and creative teams. Led a team of 8, and $2M marketing budget.
HIGHLIGHTED ACHIEVEMENTS:
Rebranded Lot18 for mainstream wine enthusiasts through an accessible, subscription-based model, moving beyond the high-end boutique wine site model, maximizing new paid subscriptions. The brand is now managed by Firstleaf.
Created marketing roadmap to realize the vision, prioritizing marketing channels by projected ROI impact. Attracted top talent to form a creative and digitally savvy marketing team capable of executing the new plan. Won an RFP to power and relaunch the Forbes magazine wine club.
Optimized conversion rates through more promotional, call-to-action designs and copy. Executed 50 tests spanning banner creative, landing page efficiency, price point optimization, etc. that drove a conversion rate increase of 150%, generating 100K new site registrations (25% growth). Drove up new customer growth and significantly expanded revenue per customer by 50%.
FYI DIRECT:
IMPACT & ROLE: Delivered hundreds of millions in new revenue by shifting this DTC consumer services marketing company away from a traditional marketing model and converted it into a digital juggernaut for credit score reports and ID theft monitoring.
HIGHLIGHTED ACHIEVEMENTS:
Built display, paid social, and email business into a top disruptor, siphoning market share away from industry frontrunners, and transforming search engine marketing channel into the company’s most significant revenue engine. Built and led a team of 18, managed a $45M marketing budget, and drove $250M in annual revenue.
Geoffrey Huntting – © 2026 🌟