D2C is not a sales channel: how to design winning D2C propositions

Food Matters Live Masterclass
Thursday 13 January 2022 | 10:00 – 13:00 | £69 + VAT

with Marine Pajot, Growth and Innovation Director at Manifesto Growth Architects

Meet your speaker

Marine Pajot

Marine is a growth strategist bringing creativity and rigour together to develop compelling propositions and experience design that are engaging consumers in the long term, made for the real world and that will drive value.

She is the Director of Manifesto Growth Architects‘ whose work spans the worlds of Financial Services, Media, Leisure, and Consumer Goods for leading businesses like Disney, Mars, Harvard Business Review, UBS, Nestle, Wagamama, and News Corp.

Manifesto Growth Architects was recognised as the Financial Times’ Leading UK Management Consultancy for three consecutive years, 2019, 2020 and 2021.

I work with leaders in companies across multiple industries to develop direct-to-consumer propositions to grow in the new world, leveraging a blended skillset of consumer intelligence, innovation, commercial proficiency and delivery.

Marine Pajot,Growth and Innovation Director at Manifesto Growth Architects


About this masterclass:

D2C is everywhere. From beauty brands to food and beverage, D2C is disrupting the consumer landscape across all categories.

As consumers embrace D2C, brands are challenged to interact and engage with their customers differently, and create propositions that cater to this new set of individual needs and expectations.

Whether you are D2C first, or managing legacy brands, understanding what makes a good proposition is pivotal to your success.

This masterclass will teach you what you need to know about designing D2C propositions that deliver value for your customers, whilst leveraging the many benefits of D2C for your business.

Who should attend?

This masterclass is for you if are in marketing or ecommerce, looking for strategies and tools to build your brand, improve consumer engagement or increase revenue selling directly to your consumers.

This workshop is for marketers wanting to think creatively and pragmatically about driving brand growth through direct-to-consumer proposition. The masterclass is particularly adapted to startups and marketing managers, looking for agile and lean methodologies to develop new product ideas.

Content overview

Part 1: The 5 traits of winning D2C propositions

Through our research we’ve identified 5 traits of winning D2C propositions, and in Part 1 we’ll go through each of them in detail, using real life examples and success stories. These attributes are sector and industry agnostic, and highlight the value of D2C as a brand building and engagement tool. Understanding what these traits are, and how to incorporate them into your propositions will help you get the most out of D2C, drive engagement and deliver value to your business.

Part 2: D2C potential assessment

Now that you understand what makes a winning D2C proposition, you need to know where the opportunity for your brand lies. This part of the masterclass will teach you to think critically about where you can position yourself in the market, where you can deliver value to your consumers, and the capabilities you’ll need to maximise the potential of D2C for your brand.

Part 3: Designing a winning D2C proposition for your brand

In the final part of the masterclass, we’ll take our learnings from part 1 and 2 to ideate D2C propositions for your brands leveraging validated frameworks. We’ll break into small groups for this part, giving you the opportunity to share your ideas, ask questions, and be inspired by others.

Purchase your ticket

D2C is not a sales channel: how to design winning D2C propositions

£69.00 + VAT

By the end of this masterclass, you will:


Know what to consider to access the D2C potential of your brand and what capabilities you need to deliver a profitable D2C proposition


Know how to design the right proposition that will drive lifetime value and engagement of your consumers alongside understanding the importance of insights and our beliefs vs the reality of consumer needs


Know how to use research tools like online ethnographies and their impact on product positioning and how to better define your innovation KPI’s alongside what questions your research should ask


Be able to plan your own research, thanks to simple Do’s and don’ts and real life case studies


Meet other participants sharing similar challenges and put into practice the masterclass learnings.


Be able to walk away with innovation research tools, actionable insights and key take-aways

Your speaker’s profile