Molly Cunningham
Senior Consultant

John Peine
Senior Consultant

Molly Cunningham is an executive operator with 15 years of experience at Amazon and Target where she established a track record of delivering omnichannel growth. She has a proven background in leading complex negotiations, developing go-to-market strategies, planning, and executing effective end-to-end merchandise activations, and achieving win-win outcomes. She has demonstrated success operating Omnichannel businesses ranging from start-ups to multi-billion-dollar brands with outsized results across Toys, Consumer Electronics, and CPG categories. With retail experience grounded in financial and operational discipline, Molly will guide clients to:

  • Utilize data and analytics to drive growth strategies across highly seasonal categories
  • Develop joint business plans to accelerate profitable ongoing partnerships
  • Guide the development of an omni-media strategic partnership with Amazon

Her combined time at Amazon leading vendor management and negotiations and Target managing merchandising across multiple categories has given her a breadth and depth of knowledge that positions Molly well to support the development of client growth at these key retailers.

 John Peine brings over 20 years of cross-functional general management experience from the retailer side with multi-national CPG to small start-ups. In addition to direct ownership of a $3.4B P&L at Target, Peine founded FRISKA, a disruptor brand in the dietary supplements category delivering impressive sales at brick and mortar and online with strong digital performance. His extensive knowledge of Target and expertise in new product launches, digital strategy, merchant alignment, Joint Business Planning, and more will support clients with:

  • Collaboration on product launches with Target
  • Navigating the ever-changing digital marketing arena to maximize performance
  • Strategic negotiations in the development of collaborative multi-year partnerships with retail

John achieved exceptional results with operational leadership and go-to-market success at Target, which was foundational in his FRISKA journey from concept to ultimately delivering financial gains for investors and shareholders. As a successful retailer executive and NACDS Retail Advisory Board member, John will help clients develop retail strategies to achieve long-term growth.

With the addition of Cunningham and Peine, David Friedler, President and Managing Partner at Simpactful, shared “Our experienced retail practitioners, partner with our brand experts to provide clients the real-world knowledge and experience needed to successfully deliver go-to-market plans.”

Simpactful can help! To learn more about industry capabilities contact our team today at or 925-234-6384.