01

The experience behind
the outcomes

Addie Morrow, Founding Consultant of Opportunity Designed
Salt Lake City, UT
Addie Morrow

Founding Consultant

Over the last decade I've worked across retail buying, merchandising, operations, commercial strategy, and vendor partnerships, reading shifts in consumer behavior before they're obvious and turning them into growth.

The most valuable opportunities rarely fit a proven playbook. New territory reads as risk, the moment passes, and the market moves on. That unfamiliar space is where growth lives, and it's why I founded Opportunity Designed.

My approach makes it navigable. I break down the complexity, build on what you do well, and move you toward market space where you set the pace instead of following. There's no standard formula. You invent your own, and that's what I help you do.

I work alongside your team, crossing the finish line together with a strategy you can actually run, one that favors resourcefulness over big budgets. You come away with a uniquely competitive position and a team ready to run it.

02Where I Deliver
National doors opened

Placed brands into Ulta, Whole Foods, Costco, Target, and FabFitFun.

First in the US

Brought Fubuki into the US market and rebuilt a national retailer’s winter footwear category around it.

Marketplace fluency

Built and grew Amazon-native brands, including Baebody and Baetea.

Product development

Developed private-label product for Sears and Kmart at Sears Holdings.

On air

Earned brand placements with The Today Show.

Your business

Curious what this could look like for your business?

Let’s talk →
03Who I’ve Worked With

I’ve sat at the table with CEOs, CFOs, and COOs, and in the trenches with the sales and product teams behind every brand I’ve placed.

Notable Brands
  • Norda
  • Nike ACG
  • Patagonia
  • The North Face
  • Columbia
In-house Leadership
  • Backcountry
  • Sears Holdings
  • Overstock
  • ModCloth
04AI Adaptation
AI Operating System Design

A Notion and Claude skill library setup that runs the business, from client work to standing operating rules.

Multi Brand System Architecture

One config driving brand assets, fonts, and colors across multiple business entities.

AI Content Operations

SEO content generated and maintained at scale.

Technical SEO & Site Infrastructure

Deploy pipelines and AI visibility work built to keep the site found.

Team AI Training & Enablement

Processes taught and handed off so a team can run them without her.

Your team

Want systems like these built for your business?

Let’s talk →
Work together

Ready to see what others miss?

If how I think and work resonates, tell me where you're headed and what's in the way.

Common questions

Retail Growth Consulting FAQ

01What does a growth strategy consultant do for a consumer brand?

I find the growth opportunities a brand can't see from the inside, then build the plan to capture them: assortment and merchandising strategy, retail and marketplace expansion, and the operational path to execute. The work draws on ten years in-house at major retailers, so the plan reflects how buyers actually make decisions.

02How do engagements work?

Every engagement is shaped around the business. Most begin with a 20-minute Project Fit Call to find the fit, then take shape as scoped work: a defined growth project, a full operational buildout, or ongoing advisory. The structure comes out of a conversation, not a fixed package.

03What is an Opportunity Review?

A focused, paid working session for a business that wants a clear read before committing to a larger project. In 75 minutes we work through your category, your positioning, and where the fastest gains are, and within three business days you get a ranked written readout: the specific moves in priority order, plus one follow-up question after. It is a self-contained product, best suited to smaller businesses with straightforward growth goals that want a sharp, prioritized diagnosis they can act on.

See the Opportunity Review →

04Who do you work with?

Consumer brands that are ready to grow, and the retailers and marketplaces that sell them. Past work spans outdoor, footwear, beauty, wellness, and Amazon-native brands, with placements into Ulta, Costco, Target, and Whole Foods.

05Where are you based, and do you work remotely?

Opportunity Designed is based in Salt Lake City, Utah, and works with brands across the US. Most engagements run remotely, with on-site time where the work calls for it.

06What makes your approach different from a typical consultant?

Ten years on the buying side means the recommendations reflect how a retailer actually makes a yes or no decision, not just how a brand would like to be perceived. The plan accounts for what a buyer is weighing on their side of the table, because I’ve sat there.

07Do you take on ongoing work, or only single projects?

Both. Some clients need a defined project with a clear end point; others want an ongoing advisory relationship as the business keeps growing. Which one fits usually becomes clear during the Project Fit Call, not before it.