Coworking with Jennifer DiMotta

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Jennifer DiMotta is founder of retail consultancy Dundee Growth Partners.

How would you describe your job to someone who doesn’t work in retail? You know how a lot of great products never quite make it big? My job is to fix that. At Dundee Growth Partners, we work with founders to scale emerging consumer brands into category leaders. We focus on smart, profitable growth across e-commerce, Amazon, and wholesale. I think of it like being both coach and architect—we help design the blueprint for growth, then stand on the field with founders to execute it, so their business can move from scrappy startup to a sustainable, $20-million-plus brand.

One thing we can’t guess about your job from your LinkedIn profile? One thing you wouldn’t guess from my LinkedIn is how much of my work is about being in the trenches with founders. Yes, I build growth strategies—but I’m also coaching them as leaders, rolling up my sleeves on product margins and marketing, and aligning their teams and investors so everyone is pulling in the same direction. It’s equal parts strategist, coach, and operator.

What’s your favorite project you’ve worked on? One of my favorite projects was helping a founder with a great product who felt stuck in the low millions. We built a clear growth blueprint—shifting them from mostly wholesale into a stronger e-commerce and Amazon business, while also fixing profit leaks and inventory issues. But what made it special wasn’t just the revenue growth—it was watching the founder step into a bigger leadership role with confidence. Seeing both the business and the founder grow side by side is what makes the work so rewarding.

Which emerging retail trend are you most excited about right now, and why? The trend I’m most excited about is the democratization of retail growth. Ten years ago, scaling meant fighting for shelf space and big budgets. Today, digital channels—e-commerce, Amazon, and wholesale platforms—give founders a direct path to customers. And now AI is accelerating that shift—helping brands target the right audiences, predict demand, and personalize experiences at a level that used to take massive teams and resources. With the right strategy, a small brand can scale into a category leader faster than ever before, and that’s reshaping the entire retail landscape.

What’s your go-to coffee order? I like my coffee like I like my businesses—strong, no fluff, and built to last. So yeah…double espresso.

Worst piece of advice you’ve received? The worst advice I ever got was, “Play it safe, wait your turn.” If I’d listened, I’d still be stuck in a corporate lane that was never really secure in the first place. What I’ve learned is that growth comes from stepping forward—taking risks, rocking the boat, and betting on yourself. That’s where the real security is.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? Back then it was Guess. Now it’s AG1. Let’s just say my priorities shifted from looking good to feeling good.