GOODFOLK

Selected work

Good partnership work leaves a trace.

This is a selection of the founder's prior in-house and partnership experience—not client work performed by GOODFOLK. It informs the judgment, care, and practical thinking behind every GOODFOLK engagement.

Founder experience

Creator strategy, cultural moments, and brand relationships.

A few of the programs and partnerships that shaped how GOODFOLK approaches the work today.

01

lululemon

Building a creator network with range and rigor.

In-house work supporting a creator network and affiliate program, with a focus on the systems that make creative work more durable.

The work

  • Center of Excellence support, benchmarks, and competitive insights
  • Creator diversification, recruitment, and reengagement
  • Activation around top-selling products and cultural moments
  • Cross-functional risk mitigation

Selected outcomes

  • Affiliate creator program generated $3.16M in gross sales
  • Approximately 75% of program-driven traffic came from mobile and tablet
  • Work supported an $82M revenue target
02

REI

A creator program built for the outdoors.

Creator program and Opt Outside support across a three-year partnership, grounded in talent quality and meaningful audience fit.

The work

  • Creator search and vetting across outdoor and van-life talent
  • Evaluation of engagement, audience quality, and historical SMV/EMV
  • CPE and CPM benchmark development

Selected outcomes

  • Successfully launched the program and campaign over a three-year partnership
03

WMN Space

Partnerships that carried beyond the room.

Partnership activations with GOOP, Hatch, Well+Good, and Sakara Life, supported by integrated email, social, and event programming.

The work

  • Partnership activation planning and coordination
  • Email, social, and event programming support
  • Quarterly KPI and engagement tracking

Selected outcomes

  • 63% email growth and a 30% increase in web traffic
  • Record-breaking ticket sales
  • Quarterly KPIs met, with engagement at or above benchmark
04

SunLife Organics / Malibu Beach Yoga

Local wellness, editorially connected.

Creator, celebrity, and editorial partnerships connecting the wellness community with recognizable local voices and publications.

The work

  • Creator and celebrity partnerships involving The Balanced Blonde and the Hemsworths
  • Editorial partnership work that earned coverage in Malibu Magazine and Stab Magazine
05

Billabong

A surf activation with a larger story behind it.

Bikini Truck and surf-event activations paired with product rebrand and blog-series work that gave the brand more ways to show up.

The work

  • Bikini Truck and surf-event activations
  • Product rebrand and blog series development

Selected outcomes

  • Earned SURFER Magazine coverage
  • Rebrand and blog work contributed to the highest revenue stream at the time and record-breaking sales

CreatorIQ

Enterprise partnership experience, kept distinct.

Separate from GOODFOLK's founder portfolio above: strategic partnership experience at CreatorIQ with REI, lululemon, Unilever Prestige, and Nordstrom.

$4M+ ARR portfolio across 30+ enterprise accounts

97.6% gross retention

142.2% net revenue retention

Global governance rollout drove 93.3% ARR growth in five months

The next chapter

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