Founder, Fathom CPG
Hi, I'm
Madison.
I'm a CPG analyst. I saw that small brands needed hard data to prove their value to retailers, but lacked the time or money to get it done. They've already put in the hard work. I help them turn that success into a story backed by their own data.
Book a conversation →Fractional analytics and storytelling for founder‑led CPG brands.
Real data and real insights for a fraction of what a full team costs. Every brand walks into the room ready to win.
The Origin Story
01Before
Founder-led brands are drowning in data but starving for insight. I saw it firsthand as the 9th hire at Seven Sundays, then the 8th hire at GoNanas, where I became the entire analytics function. I built the retailer decks that made the case for shelf space at natural and conventional national retailers.
02The Gap
Running that function myself, I saw how badly founder-led brands need hard data, and how rarely they have the time or money to get it. On a small team, something's always more urgent, so the numbers take a back seat. Most brands end up making real decisions without the proof to back them up.
03Fathom
I started Fathom to bring that same depth to brands who don't have someone in that seat yet. Real, hands-on CPG experience, built around your category and your data. Every founder deserves to understand their own numbers. It's the best proof of what's working.
04Now
Today I work with founder-led brands from $0 to $50M, past launch and already in real retail. Brands that want a real partner in their numbers, not another report to skim. Together, we turn the data you're already collecting into the proof that wins the next retailer.
I came up on the side of the table where the data lives.
I learned what a buyer actually reads on a slide and what they skip. I learned where trade dollars go to disappear. And I learned that most founders don't lack ideas, they lack the hard data to back them.
My job is to make sure you walk into the room with great ideas backed by data.
are people
brands.
Every sale is a decision someone made. Data tells you what they decided, and why.
What I've Done
Hands-on, not advisory. That's true of every engagement.
Syndicated Data
SPINS, Nielsen, Circana. Reading it weekly, cleaning it, and turning it into a point of view a founder can use.
Trade Planning
Promo calendars, post-promo reads, and diagnostics that find reclaimable dollars.
Category Management
Category reviews, reset planning, and whitespace analysis across natural and conventional grocery.
Retailer Decks
Buyer-specific decks and line-review presentations, plus the data and files behind every number, so nothing is left as a question mark.
Consumer Research
Reviews, surveys, social listening, and customer feedback turned into a short list of real product and claim decisions.
Dashboards and Tracking
Messy portal data, broker reports, and spreadsheets turned into one clean dashboard a founder can actually check every week.