About

The experience behind
the outcomes.

Architecting unconventional pathways to familiar goals.

Addie Morrow, founder of Opportunity Designed
Fig. 01Salt Lake City, UT
Addie MorrowIndependent Business 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 what matters: a uniquely competitive position and a team ready to run it.

01What the mark means
The mark as a cloudCloud — see what others miss.
The mark as an inkblotInkblot — value what’s overlooked.
The mark as a fingerprintFingerprint — own what’s unmistakably yours.
02Career highlights
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.

Events at scale

Ran executive production for SkyZone’s SkyCon franchise conference with Company 20.

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
Retail Placements
  • Target
  • Costco
  • Whole Foods
  • Ulta
In-house Leadership
  • Backcountry
  • Sears Holdings
  • Overstock
  • ModCloth
Media & Events
  • The Today Show
  • Wyndham Championship
  • March of Dimes
Category Specialties
  • Outdoor & Performance
  • Consumer & Lifestyle
  • Amazon & Marketplace
  • Subscription
  • Private Label & Exclusives
  • Product Development & Packaging
Channel Specialties
  • Omnichannel
  • Brick & Mortar
  • Ecommerce
  • Big-Box / National Retail
  • Wholesale
  • D2C
  • Amazon & Marketplace
  • Dropship
  • 3PL & Fulfillment
  • Box Subscription
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

Asked & answered

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, from an Opportunity Review to a defined growth project, a full operational buildout, or ongoing advisory. The structure comes out of a conversation: it starts with a 20-minute Project Fit Call, not a contract.

03Who 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.

04Where 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.

05What 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.

06Do 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.