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Hartley leads Greycroft's consumer-product category, which covers everything from beauty and personal care to food and beverage to pet care and home goods. Hartley says she looks for products that capitalize on secular paradigm shifts rather than short-term trends.Consumer products often get short shrift in the VC world, where the predictable cash flows of an enterprise SaaS business can be more attractive than chasing the whims of a fickle consumer market.
Hartley's VC colleagues have praised her ability to spot and understand big consumer trends and her skill in working with founders to quickly scale in difficult markets. Telio, Kolors, Beta Technologies, Axiom SpaceSigari and Marcus focus on investing in the future of mobility — everything from drone delivery and personal aviation to autonomous vehicles and commercial space exploration. Initially born out of an obsession with flying, Up.
He looks for companies that have a strong brand appeal with younger demographics and some element of positive impact across accessibility, inclusivity, or health and wellness. More than 70% of Marcy's founders are women or people of color. Hanna originally cut his teeth at William Morris Endeavor, one of Hollywood's"big three" talent agencies where he oversaw brand partnerships, leveraging the agency's roster of A-list stars to build high-impact commercial campaigns.
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