Bill Schultz spent about a decade at Goldman Sachs researching public consumer and retail companies and later served as Head of Finance for WeWork's Tri-State region before moving into early-stage consumer investing at Beliade, where he focuses on how millennial-led households are changing spending in categories like food, baby, beauty, and wellness. He looks for founders who understand their numbers—contribution margin, unit economics, and cash flow—and prefers backing brands that can unseat incumbents in large, established categories like hummus (Little Sesame, where he sits on the board) and diapers (Coterie) rather than chasing short-term trends, while also being candid that most CPG brands aren't actually a good fit for venture capital in the first place.