At our core, we believe that getting to the heart of any brand takes both science and magic. We combine data-driven insights with our 30+ years of expertise to design unforgettable customer experiences that create passionate brand advocates. We leverage the principles of ritual, doctrine, and behavior to develop a profound connection between your brand and its audience.


David Lemley

Founder, President, & Chief Strategist

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

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Diana Fryc

Partner, Chief Sales & Marketing Officer

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

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Our Values:

Know Thy Industry
Be Experts in Food, Beverage and Wellness.
Better Every Day
Do Your Part to Make the Whole Team Stronger.
Transformation Only
Change Starts from Within for Brands Big and Small.
Get Results
Disrupt Markets, Blow Up Categories.
Serve The Greater Good
Do What You See Needs Doing for Everyone’s Sake.
Speak the Language
Deliver Work that Achieves Growth Goals.

The value and values we place on client relationships

Bring Immense Value. Our track record speaks for itself, so we only work with clients who are comfortable with us making a profit. We perform at our peak for every client because we don’t believe in nor have B-teams.
Be nice. Since we will be spending time together, we want to enjoy it. We believe that life is too short to work with or for individuals who don’t align with our values or don’t see our value.

One life, together. While our work is important to us, family is first. Always.


Retail Voodoo isn’t your typical branding agency. Think of a blend between a School Science Fair, an episode of Mr. Rogers, and marketing on steroids. Despite our size, we pack a powerful punch and consistently outperform our competitors. We strongly believe that every member of our team is essential and that their contributions are the backbone of our success. If you’re looking for a fulfilling work environment where your input truly matters.

Senior Brand Strategist

Seattle, Washington

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Let’s get this party started.

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