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    Everything you need to write about Derin Oyekan.

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    Portrait of Derin Oyekan

    Fast facts

    Full name
    Derin Oyekan
    Title
    Fractional Growth Operator
    Based in
    Los Angeles, CA
    Focus
    DTC, ecommerce, subscription growth
    Managed media spend
    $500M+
    Lifetime sales driven
    $2B+
    Exits
    PrettyLitter ($1.4B), Hiya Health
    Media contact
    hello@derinoyekan.com

    Approved bios

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    One-line bio

    Derin Oyekan is a fractional growth operator for founder-led DTC brands, with $500M+ in managed media spend and $2B+ in lifetime sales driven.

    Short bio (75 words)

    Derin Oyekan is a fractional growth operator for founder-led DTC brands. He was the first employee at PrettyLitter, where he helped build the growth engine behind its $1.4B exit; co-founded the sustainable paper brand Reel Paper; and served as Chief Growth Officer at Hiya Health. Across his career he has managed more than $500M in media spend and driven $2B+ in lifetime sales. He is also an active angel investor in consumer and wellness brands.

    Long bio

    Derin Oyekan grew up in Lagos, Nigeria, and trained as an electrical engineer, a background that still shapes how he builds brands: systems first, curiosity always.

    He joined PrettyLitter as its first employee and helped build the acquisition and retention engine that carried the cat-litter brand to a $1.4B exit. He then co-founded Reel Paper to prove a mission-driven CPG brand could compete on performance, not just purpose, and later joined Hiya Health as Chief Growth Officer, helping scale one of the fastest-growing kids' health brands in the country.

    Today Derin works fractionally with a small number of founder-led DTC brands at a time, all post product-market fit (PMF), subscription-first, and $5M+ ARR, owning the full revenue system across acquisition, conversion, and retention. He is an active angel investor and is expanding into venture scouting and EIR work. He is based in Los Angeles.

    Career highlights

    • PrettyLitter

      Built the growth engine behind a $1.4B exit.

      First employee · Growth

    • Reel Paper

      Sustainable bath tissue; Forbes-featured DTC launch.

      Co-founder

    • Hiya Health

      Scaled one of the fastest-growing kids' health brands.

      Chief Growth Officer

    • EllaOla

      Full-funnel acquisition and retention build-out.

      Fractional growth

    • Hint Water · JewelScent

      Performance marketing across DTC and retail.

      Growth leadership

    Interview topics

    • Building subscription-first DTC growth engines
    • What actually drove PrettyLitter's $1.4B exit
    • Launching a mission-driven CPG brand that competes on performance
    • Fractional growth leadership vs. agencies and consultants
    • Angel investing in consumer and wellness brands
    • Building globally from Lagos to Los Angeles

    Previous coverage

    Media contact

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