I was the SEO lead on Grüns, a DTC supplement brand, in the weeks immediately before its acquisition by Unilever became public. That’s not a claim to having run due diligence on that transaction. It’s proximity: I know what a brand’s organic channel looks like under real commercial scrutiny, at the exact moment a deal is closing around it. Day to day, I work as a fractional SEO director for growth-stage Shopify and DTC brands, including portfolio-level audits for investors managing multiple consumer businesses. This audit applies the same diagnostic approach to a single, defined moment: before or after a transaction.