When Morgan Decker joined Happy V as Head of Growth Marketing just eight weeks ago, she brought more than a decade of experience across Disney, National Geographic, and high-growth startups. At ShopTalk Fall, she shared how that background shapes her approach to one of the most competitive categories in consumer health: supplements.
Happy V makes women’s supplements sold DTC, on Amazon, and in major retailers like Walmart. For Decker, the challenge isn’t awareness, it’s clarity. “Sometimes simplification is better,” she said. “I’ve been burned by trying to diversify too quickly. In reality, you need to focus, get confident, and only then expand.”
Less noise, more signal
Decker’s career taught her that growth isn’t about stacking more tactics. It’s about ruthless simplification:
Focus on the channels where you’re strongest before scattering spend.
Treat your source of truth (Shopify, Tableau, core business data) as the anchor, not platform dashboards.
Diagnose media moves by how they impact the top line, not just in-channel metrics.
“Analysis paralysis is totally real. I’ve been caught in it and it led to burnout. The business suffers when you chase every new signal instead of stepping back.”
It’s a message many marketers, overwhelmed by attribution debates, will find familiar.
Building your own playbook
Happy V may be in multiple channels, but Decker doesn’t wait for third-party tools to connect the dots. Instead, she’s built her own living Google Sheet, refined over years, that surfaces subscription churn, conversion rates, session costs, and blended ROAS in one view.
“Every platform says they’re the best. In the end, they’re just another black box. You have to create a system that resonates with your brain, so you can make agile decisions.”
For a subscription supplement brand, agility means tracking the difference between DTC customers (LTV ~$700) and those acquired on Amazon or TikTok, where retention and repeat purchase rates fall off sharply.
Betting on TikTok with discipline
TikTok has been a rocket for Happy V, growing 500% year-over-year. But Decker approaches it cautiously.
Rather than chasing vanity metrics, she isolates spend tests: “If we normally put 20% into TikTok, maybe we double it for two weeks and watch how the business moves in terms of blended ROAS and new customer volume.”
The discipline is in separating channel hype from business impact. TikTok Shop may bring a spike in trial, but the real work is converting those customers into long-term subscribers.
Beyond media, Decker is candid about the category itself. “Supplements are the Wild West. There’s so much clutter and so little regulation,” she said. Happy V differentiates with FDA-regulated facilities, scientists on site, and rigorous product testing - signals of trust in a noisy market.
That trust becomes even more critical as Happy V eyes expansion into new retailers and potentially international markets.
The takeaway
Morgan Decker’s approach to growth strips away the illusion of silver bullets. Simplification, self-built measurement systems, and disciplined testing beat platform promises every time.
For marketers, her playbook is a reminder:
Anchor in one source of truth.
Simplify until you can see the real levers.
Use channels like TikTok not just for reach, but for disciplined experiments.
In cluttered markets, credibility and retention matter more than splashy acquisition.
At just eight weeks in, Decker is already shaping Happy V’s growth strategy with a mix of pragmatism and boldness. In her words: “As long as the numbers are numbering, you know what’s moving the needle.”
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