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What Does an Ice Cream Brand, a Trampoline Park, and the World’s Oldest Vegetarian Brand Have in Common?

Sometimes brands think a new design is the answer to all their problems. Diana Fryc and David Lemley would argue that’s not true.

They founded Retail Voodoo to help brands grow by getting straight to the heart of the problem. As the “data whisperers,” they know how to sift through truckloads of information and find the details that really matter. But how do you take that information and turn it into a strategy for growth?

In this episode of the Gooder Podcast, Diana Fryc and David Lemley of Retail Voodoo join Dr. Jeremy Weisz to discuss Retail Voodoo’s strategy for helping brands grow. They talk about their process of analyzing each brand’s data, how they develop team alignment, and how they grow a brand’s audience without losing the loyal customers.

In this episode we learn: 

  • Typical questions Diana Fryc and David Lemley are asked by new clients
  • The types of services that Retail Voodoo offers
  • How Retail Voodoo uses audience analysis to find the data that matters most
  • Retail Voodoo’s general process for clients that come to them
  • Why people trust Retail Voodoo to build their brand
  • How they developed a strategy for Alden’s Organic Ice Cream
  • When is the problem marketing — and when is it the design?
Gooder Podcast

What Does an Ice Cream Brand, a Trampoline Park, and the World’s Oldest Vegetarian Brand Have in Common?

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About Diana Fryc and David Lemley: 

David Lemley is the Founder, CEO and Chief Strategist for Retail Voodoo. Retail Voodoo helps build, grow, and evolve brands in food, beverage, wellness, and fitness spaces. David founded the company on the belief that brands should inspire meaningful connections with real people. Through insight, visioning diagnostics, research analysis, and consensus building, they’ve helped companies like REI, Starbucks, Sur La Table and Nike become the beloved and dominant brands they are today.

Diana Fryc is the Chief Sales and Marketing Officer for Retail Voodoo. Diana has over 20 years of experience in marketing, research, and business development. Before her time with Retail Voodoo, Diana was a freelance consultant for marketing and project management services, the Director for New Business Development and Client Services at Lemley Design, and the President of AAF Seattle.

Guests Social Media Links: 

LinkedIn Diana Fryc:

LinkedIn David Lemley:



Show Resources: 

Sponsor for this episode…

This episode is brought to you by Retail Voodoo

Retail Voodoo has been building beloved and dominant brands in the food, wellness, beverage, and fitness CPG industries for over 30 years. They’ve served multinational companies like PepsiCo. and Starbucks, startups like High Key, and everything in between. 

Their proven process guides hundreds of mission-driven consumer brands to attract a broad and passionate fan base, crush their categories through growth and innovation, and magnify their social and environmental impact. 

So, if you are ready to find a partner that will help your business create a high-impact strategy that gives your brand an advantage, Retail Voodoo is here to help.

Visit or email to learn more.

Diana Fryc

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.

Connect with Diana