S3 EP41: Sustainability, Business Partnerships, and Working with Co-Founders with Maricruz Carrillo from SUNMUD

"The most impactful metric that has been shown is brand loyalty... You have people that 5x their lifetime value for a customer because of your sustainability efforts." — Maricruz Carrillo, PhD

In this episode of Customer Growth Sessions, host Pat Ahern sits down with Maricruz Carrillo, PhD, Co-Founder and CEO of SUNMUD, to explore the real business case behind corporate sustainability, strategic brand partnerships, and the dynamics of navigating a company with co-founders. Maricruz details how SUNMUD built a high-performance, 100% plastic-free mineral sunscreen brand that integrates environmental impact directly into its customer experience. She shares how embedding 1% for the Planet contributions and optional coral restoration add-ons at checkout dramatically boosts customer retention, reorder rates, and post-purchase email engagement.

The conversation dives deep into why direct-to-consumer (DTC) brands should prioritize partnerships early in their growth journey. Maricruz outlines how partnering with local ocean conservation non-profits, surf brands, and major institutions like the San Diego Safari Park drives email list growth, high-converting social content, and word-of-mouth authority without burning capital on traditional paid ads. She also offers a candid look into founder relationships, detailing how she and her two co-founders navigate conflict, maintain clear operational roles, and utilize structured milestones to scale the business together.

To follow SUNMUD's journey toward B Corp certification, check out the SUNMUD YouTube Channel.

Want to learn more about SUNMUD and how Maricruz is pioneering sustainable sun care? Visit sunmudsunscreen.com or connect with her on Instagram and LinkedIn.

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