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In this episode of the DTC Podcast, host Eric Dyck sits down with Dougie, Head of the Google team at Pilothouse, to unpack how DTC brands can and should use YouTube advertising more strategically — especially when trying to build awareness and capture new demand before peak periods such as BFCM.

Key moments & actionable insights

• Why YouTube upper‑funnel campaigns often fail: mis‑targeted audiences, automated overrides, and device‑versus‑user mismatch.
• How to set up placement, topic and keyword exclusions to avoid low‑quality traffic (e.g., gaming, ASMR, children’s content).
• The importance of checking the actual served demographics in your audience reporting and comparing to your true converter demographics.
• How optimising for new customer conversions (instead of all conversions) can yield significant gains (e.g., +50% new customers, +15% share of new customers via Google).
• Why narrow geo‑targeting for awareness campaigns can improve measurability of incremental lift.
• Why brand‑lift studies may not be the most reliable metric and what alternatives to use (brand search lift, remarketing behaviour, time‑on‑site post‑click).
• Distinguishing between YouTube for pure awareness vs YouTube driving demand capture, and how budgets and measurement should differ accordingly.

Whether you’re a performance marketer at a growing DTC brand, or scaling marketing budgets and looking to break through awareness ceilings, this episode gives you tactical controls, audit steps and measurement frameworks to make your YouTube spend work harder.

Timestamps

00:00 – Why most advertisers are targeting the wrong audiences

02:10 – How misaligned content (like kids’ or gaming videos) wastes budget

05:00 – The sneaky Demand Gen setting sabotaging your audience

08:00 – How to force Google to find new customers only

11:40 – Using Audience Insights to audit your actual converters

14:00 – The evolution of YouTube as a top-of-funnel growth channel

17:00 – Why Brand Lift studies can’t be trusted and what to measure instead

18:40 – Narrower geo-targeting for better awareness results

20:00 – Step-by-step audit to fix your top-of-funnel YouTube campaigns

Hashtags

#YouTubeAds #GoogleAds #YouTubeMarketing #PerformanceMarketing #DTC #Pilothouse #MarketingPodcast #AdStrategy #DemandGen #DigitalAdvertising

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Hello and welcome to the DTC Podcast. Today’s guest is Brenden  Delarua, co‑founder of Stella, the measurement SaaS helping DTC brands convert media spend into real business growth through incrementality testing and media‑mix modelling (at a much lower price than a lot of other platforms).

https://stellaheystella.com

Follow Brenden on TikTok

Why this matters for DTC marketers & media buyers:

• You’re under pressure to justify ad spend with profit, but your on‑platform ROAS doesn’t tell the full story.
• Brenden walks us through how to build and run incremental testing (hold‑out studies) + media‑mix models so you allocate budget to channels that drive real growth.
• We also dig into his view on channel incrementality: why CTV/YouTube often win, why branded search and retargeting may be traps, and how creative diversity and scaling methodology matter.

Key moments in this episode:

• Why Brenden built Stella (the anxiety of hitting ROAS goals but not seeing P&L growth.)
• How to set up hold‑out incrementality studies: picking regions, measuring revenue lift, ignoring on‑platform vanity metrics.
• The “Always On Incrementality” concept: daily causal analysis across campaigns.
• Creative diversity review: three‑word heuristic to test if your ads are too similar.
• Campaign structure advice for Meta: testing vs scaling in two campaigns.
• Hot take on measurement: many brands over‑complicate it (and overpay) without actionable clarity.
• Future of media buying & AI: creative + measurement convergence.

If you’re a DTC brand owner, media buyer or marketing leader trying to squeeze more profit from your ad dollars, this conversation will give you a grounded, tactical framework to start measuring and scaling smarter.

Timestamps

00:00 – Why ROAS doesn’t mean ROI and the rise of incrementality

02:00 – How Stella helps DTC brands test true ad impact

06:00 – The myth of high ROAS campaigns and what’s really incremental

10:00 – Always-on incrementality and Stella’s AI dashboard

14:00 – Media mix modeling and improving accuracy for marketers

18:00 – Pricing transparency and making incrementality affordable

22:00 – Which ad platforms are actually incremental

26:00 – Why most marketers overcomplicate incrementality

27:00 – Brenden’s TikTok growth and its impact on Stella

30:00 – Meta’s Andromeda update and how creative drives results

36:00 – The future of AI and media buying

Hashtags

#dtcpodcast #incrementality #mediabuying #marketingstrategy #adspend #stella #digitalmarketing #ecommercegrowth #brandstrategy #advertisinganalytics #d2cbrands #metaads #googleads #tiktokmarketing #marketingmeasurement #roas #growthmarketing

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Rob Fraser, founder of performance sock brand Outway, returns to the DTC Podcast to share how his business rebounded from flat growth to profitable eight-figure scale. Rob reveals exactly how Outway added Amazon, wholesale, and U.S. distribution, and why 2026 is all about community and brand.

This is a must-listen for brand owners scaling past $5M and trying to professionalize ops, expand markets, and stay profitable while doing it.

🔑 In this episode:

• How Outway treated the U.S. like a separate business unit — and why you should too

• Their 3-prong expansion strategy: Amazon, wholesale, and 3PL logistics

• The margin unlock that let them outspend competitors and return to profitability

• How Rob plans to build brand and community in the running space

• What changes when you hit 8-figures: cash flow, inventory planning, and team complexity

• Rob’s hot take on brand as the last defensible moat in DTC

If you're building a real business, not just chasing growth hacks, this episode is for you.

Timestamps

00:00 The future of brand and community building

02:40 Outway’s U.S. expansion and logistics challenges

05:30 Overcoming slow growth and finding new sales channels

09:10 Amazon vs DTC strategy and merchandising lessons

12:20 Profit focus, tariffs, and efficiency improvements

15:00 Scaling pains: hiring, inventory, and cash flow

18:00 Founder evolution and professionalizing the business

20:00 Building a Canadian brand and competing with U.S. giants

23:00 The return of brand and the power of community in 2026

29:00 Outway’s 2025–26 brand and running club strategy

33:00 Expanding in the U.S. and adapting creative for new markets

34:30 Balancing entrepreneurship and personal health

37:00 Living brand values through team culture

38:00 Rebranding from Endur to Outway and lessons learned

41:00 Founders, equity mistakes, and long-term thinking

43:00 Q4 readiness, demand signals, and Prime Day insights

46:00 Using AI tools like Sora for creative production

47:30 Future of streaming ads and creative reinvention

49:00 Closing thoughts on creativity and growth mindset

Hashtags

#dtcpodcast #outway #robfraser #ecommerce #brandstrategy #d2c #marketing #entrepreneurship #communitybuilding #scalingbrands #runningcommunity #founderstory #directtoconsumer

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Hello and welcome to the DTC Podcast. Today we’re joined by Taylor and Jacob from Pilothouse to break down how Meta’s Andromeda engine is reshaping DTC paid advertising.

In this episode you’ll learn:

Why creative now is targeting — and how high‑performing DTC brands are shifting their media buying accordingly.

The 3‑3‑3 framework for testing ads in an Andromeda‑driven environment (three funnel stages × three distinct angle concepts × three formats).

How to restructure your ad account: fewer campaigns/ad sets, more ad‑level variation, and faster creative refreshes — plus what this means for your Q4 plan.

What this means specifically for subscription or newsletter models with short consideration cycles — how to leverage persona messaging and feed the machine.

Why old targeting hacks and incremental tweaks won’t cut it anymore — and what you should stop doing.

Whether you’re running e‑commerce, subscription, or service‑based DTC marketing, this episode gives you actionable frameworks and change‑management steps to align your creative and account structure with the latest Meta delivery technology.

Timestamps

00:00 – What is Andromeda and how Meta’s new retrieval engine works

04:00 – The role of Gem, Lattice, and sequence learning in Meta’s ad delivery

06:00 – How Andromeda is changing creative strategy for Q4 campaigns

08:00 – Why ad variety now matters more than small creative tweaks

10:00 – How to test and structure creatives effectively under Andromeda

12:00 – Simplifying campaign structure and letting AI optimize at the ad level

15:00 – Old vs. new media buying tactics and how performance patterns have shifted

17:00 – Why broader creative diversity leads to more winners in Andromeda

19:00 – Early Q4 insights and what brands should expect

20:00 – Framework for distinct angles and creative refresh cadence

23:00 – The evolution toward true marketing strategy over media-buying hacks

Hashtags

#MetaAds #AndromedaUpdate #PerformanceMarketing #DigitalAdvertising #MediaBuying #FacebookAds #CreativeStrategy #Q4Marketing #AdOptimization #MarketingPodcast

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In this episode, Arthur Querou, founder of Vibe.co, and Adam Terry, CEO and co-founder of Cantrip Seltzer, unpack how Cantrip (a hemp/THC beverage brand) uses Vibe.co to turn streaming TV into a performance acquisition channel — not just branding. They dig into targeting, creative strategy, measurement, and scaling in a regulated vertical.

What you’ll hear:

• Why CTV is more than just prestige — how hyper‑targeted performance TV delivers ROAS
• How Vibe.co’s identity-first model differs from inventory-first CTV platforms
• Creative strategies that work (and decay) in this new channel
• Lessons in scaling — starting with retargeting, measuring incrementality, managing creative fatigue
• The future: AI + hyper-personalization in TV ads

Key moments to listen for:

• Adam’s early success in 3–4× ROAS within weeks of testing CTV
• Arthur’s view that “Vibe buys identity first” as a core differentiator
• Their predictions on AI-generated individualized ads
• If you're a performance marketer or DTC founder curious about how streaming TV can actually move the needle — especially in restricted verticals — this is a must-listen.

Learn more about Vibe.co here:

http://vibe.co/

Timestamps

00:00 - How Vibe Differs from Other CTV Platforms

02:00 - Why Cannabis Brands Thrive on Vibe

04:00 - Measuring ROAS and Performance on Vibe

07:00 - Hyper Targeting and Buyer Profiles Explained

10:00 - How Cantrip Uses Data for Smart Targeting

12:00 - Scaling CTV Campaigns vs. Meta Ads

15:00 - Why TV Ads Build Trust and Prestige

17:00 - Buying Identity vs. Inventory in CTV

20:00 - Cantrip’s Path to Profitable CTV Ads

23:00 - Using AI Tools to Create Effective CTV Ads

25:00 - What Type of Creatives Work Best on CTV

27:00 - The Future of AI-Generated Ads on TV

29:00 - How Vibe Uses Household-Level Data for Targeting

32:00 - Hyper-Personalized Ads and The Future of Targeting

33:00 - Vibe’s Growth Story and CTV Momentum

35:00 - Incrementality, MMM, and Measuring CTV Success

36:00 - Cantrip’s Q4 Plans and the Rise of AI Creators

37:00 - How to Get Started with Vibe.co

Hashtags

#CTV #StreamingAds #PerformanceMarketing #DTC #AdTech #VibeCo #Cantrip #ConnectedTV #AIAds #MediaBuying #Programmatic #DigitalAdvertising #MarketingStrategy #BrandGrowth #AdPerformance

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In this episode of the DTC Podcast, Bart Szaniewski, co-founder of Dad Gang, returns to the DTC Podcast to explain how his brand scaled from 100k to over 700k hats sold — without changing a thing. No team. No fancy stack. Just staying consistent with community engagement, emotional storytelling, and founder hands on lean tools.

What you’ll learn:

The power of customer co-creation and community feedback loops

Why keeping the same tools and playbook can scale further than you think

How story-driven products and organic endorsements drive sticky growth

Tactics behind spontaneous but effective 48-hour product launches

Best moments:

How a boosted post helped launch the brand to 100k

The world tour tee and the deeper meaning in product

Turning organic athlete engagement into brand lift

The creative stack: iPhone, Canva, CapCut, and a story

If you're tempted to overhaul your marketing every 6 months, this episode will have you rethinking that urge.

Timestamps

00:00 Building Dad Gang from Garage to 700K Hats Sold

02:00 Keeping Growth Simple and Stress-Free

04:00 The Power of Community and Customer Feedback

06:00 Storytelling and Emotional Ads that Drive Connection

08:00 Turning Organic Wins into Paid Success

10:00 Product Launch Strategy and Creative Process

12:00 Easy-Mode Tools: Canva, CapCut, and AI for Creators

14:00 Authenticity, Athletes, and Future Growth

Hashtags

#DTCpodcast #DadGang #BartSzaniewski #EcommerceGrowth #ShopifyBrand #CommunityBuilding #FounderStory #DirectToConsumer #BrandMarketing #Entrepreneurship

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In this episode of the DTC Podcast, we sit down with Rob from Pilothouse to break open how to view Amazon not as a silo, but as an integral part of your unified growth engine.

You’ll get tactical guidance on:

How to compute real contribution margin per SKU, accounting for FBA fees, fulfillment, packaging leakages

Why seemingly small tweaks (like packaging size) can move you down a fee bracket

The key metrics you should track (share of impressions, add-to-cart share, purchase share) to validate “loss-leading” campaigns

How to effectively attribute DTC ad spend lift into Amazon growth

When Amazon DSP (streaming / video) is worthwhile — and how to measure its downstream impact

How to optimize listings for AI assistants (e.g. “Rufus”) with backend attributes, FAQ content, and enriched metadata

Why listen?

If you manage paid acquisition across DTC + Amazon and feel like margin is slipping

If you want to build a strategy that doesn’t cannibalize your own channels

If you’re curious how Amazon DSP / AI assistants can realistically contribute to growth

Timestamps

00:00 – The Data Problem on Amazon

02:00 – How to Acquire Net-New Customers on Amazon

05:00 – Protecting Brand Integrity and Competing on Premium Terms

07:00 – Building Growth Strategies and Keyword Intent

10:00 – Balancing Paid vs. Organic Rank and Profitability

12:00 – Understanding Amazon Fees and Margin Optimization

15:00 – Amazon’s Role in a Unified Growth Strategy

17:00 – Leveraging Amazon DSP and Streaming Ads

19:00 – Measuring Meta’s Impact on Amazon Performance

20:00 – Optimizing for Rufus and the AI Search Shift

Hashtags

#AmazonAdvertising #EcommerceGrowth #DTCPodcast #AmazonStrategy #MarketplaceOptimization #Pilothouse #AmazonDSP #RetailMedia #EcommerceMarketing #UnifiedGrowth

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This week on the DTC Podcast, we sit down with Jake Bailey, Head of Industry at Meta, and Scott Kramer, VP of Growth at AS Beauty, to explore the evolving dynamics of holiday performance marketing in 2025.

Jake leads Meta’s work with its exclusive Disruptors program, partnering with fast-moving, high-growth brands to push the boundaries of performance marketing. AS Beauty is one such brand — and Scott walks us through how they’ve used that collaboration to build one of their strongest Q4 playbooks yet.

Together, they break down how creators, AI-native tools, and smarter campaign structures are shaping more resilient and scalable customer acquisition strategies.

You'll learn:

How Meta’s Advantage+ and Partnership Ads are driving real DR performance

Why AS Beauty prioritizes incrementality over traditional ROAS

What creative diversification means in the age of AI and how to structure tests

How creator content is now integrated throughout the funnel — not just for awareness

Tactical insights on budget pacing, exclusions, creative testing, and campaign simplification

Whether you’re navigating Cyber 5 or building a long-term performance engine, this episode is packed with the playbook and proof points from two powerhouses in the space.

Timestamps

00:00 – Meta’s partnership with AS Beauty and the Disruptors team

02:00 – How AS Beauty drives growth across DTC, Amazon, and retail

04:00 – Testing, innovation, and Meta’s two-way learning loop

06:00 – Holiday 2024 challenges: uncertainty, tariffs, and consumer sentiment

09:00 – The “lipstick effect” and how beauty brands thrive in downturns

10:30 – Meta’s push toward value optimization and incrementality

13:00 – Practical ways to measure incrementality and track new customers

16:00 – Evolving partnership ads and creative diversification

19:00 – Holiday creative strategy and combining catalog + creator content

21:00 – Creators’ role across the funnel and authentic storytelling

23:00 – Modern campaign structures, retargeting, and consolidation

29:00 – Scaling spend safely during Cyber Week

32:00 – AI-generated creative: performance, ethics, and practical use

36:00 – Blending data with creativity for high-performing ads

38:00 – Inside Meta’s exclusive Disruptors program

Hashtags

#DTCpodcast #MetaAds #ASBeauty #DigitalMarketing #EcommerceGrowth #HolidayMarketing #PerformanceMarketing #AdStrategy #CreativeTesting #PartnershipAds #AIMarketing #Incrementality #FacebookAds #ReelsAds #MarketingPodcast #BlackFriday2024 #CyberMonday2024 #BeautyBrands #MarketingInnovation #DirectToConsumer

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To Subscribe to DTC Newsletter - https://dtcnews.link/signupAngus Rittenburg, cofounder of WYNK, didn’t start with a brand. He started with a problem: how do you legally and profitably distribute THC beverages in the fragmented U.S. cannabis market?In this episode of the DTC Podcast, we unpack how WYNK solved that problem through mechanical engineering, regulatory foresight, and operational creativity—from mobile production trailers to in-state dosing machines to navigating Meta ad bans.Try WYNK: https://drinkwynk.shopWhat you’ll learn:- Why mobile canning systems gave WYNK early market access- How hemp-derived THC opened retail and liquor store distribution- Ad strategies for cannabis brands under platform restrictions- Connecting QR-based sampling to retail conversion- DTC learnings that fueled retail expansionKey Topics:- Engineering compliance into your ops- THC vs Alcohol margins- Retailer education + event-based marketing- What Big Alcohol thinks about THC drinks- What success looks like in a future where alcohol and THC share shelves#DTC #Ecommerce #CPG #BeverageIndustry #AlcoholAlternative #BetterForYou #LowDose #Seltzer #RetailDistribution #Wholesale #GoToMarket #GrowthStrategy #DigitalAdvertising #FirstPartyData #EmailMarketing #RetailMedia #Rebates #FieldMarketing #BrandBuilding #FounderStory #EngineeringLeadership

0:00 — Introduction 00:51 — Tesla → THC & the Origin of Wink 03:15 — The 53-ft Mobile Canning Line 10:30 — Minnesota Unlocks Hemp-THC Distribution 14:52 — Why Beverages ‘Feel’ Like Beer 25:24 — The Age-Gate Ad Workaround 33:34 — The $13.5B OpportunitySubscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletter

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In this special edition of the DTC Podcast, we break down Crown Affair’s ad strategy, creative execution, and landing page experience. Hosted by Eric Dyck and joined by Aves, this teardown focuses on how the brand has scaled through a hero SKU, clean branding, and a ritual-based narrative that resonates with a premium beauty audience.

What You’ll Learn in This Episode

✔️ How Crown Affair uses a dry shampoo hero product to drive acquisition

✔️ Why the “ritual” brand positioning allows flexibility in product education and bundling

✔️ The importance of top-of-funnel clarity — and where their website messaging could improve

✔️ What makes their ad creative mix so effective (UGC, press badges, branded visuals)

✔️ Why they run retail-focused ads (Sephora) alongside DTC

✔️ How Instagram lifestyle content supports their ritual narrative

✔️ Tactical insights on bundle builders vs. in-cart upsells

Best Moments in the Episode

• Breakdown of their “Crown” pun, brand aesthetic, and above-the-fold critiques
• Why clean branding can still confuse users without contextual clarity
• What makes their ad messaging tactile and emotionally resonant
• How running to a dry shampoo SKU helps educate while differentiating
• Thoughts on Instagram strategy beyond the grid: sell the lifestyle, not just the product
• The risks and rewards of running top-of-funnel campaigns to retail stores

Why It Matters for DTC Operators

Crown Affair shows how premium brands can scale with clarity + ritual. By focusing on fewer SKUs, tighter messaging, and a flexible customer ritual, they’ve found a formula that blends high aesthetic with real-world traction. If you’re running a beauty, wellness, or ritual-based brand — this episode will show you where strategy meets execution.

Timestamps

00:00 – Intro: Crown Affair Live Brand Breakdown

02:00 – Why You Should Listen to Adventurous

04:00 – Website Audit: What’s a Three-Course Ritual for Hair?

08:00 – Ad Library Review: UGC vs. Branded Content

12:00 – Founder-Led Storytelling & The “Ritual” Concept

15:00 – The Glossier Comparison and Brand Persona

17:00 – Bundle Builders, AOV Strategy, and Upsells

18:00 – Instagram Strategy: Rituals Beyond Aesthetics

20:00 – Final Thoughts and Call for Brand Suggestions

Hashtags

#DTCPodcast #AKNF #CrownAffair #AdLibrary #BeautyMarketing #BrandBreakdown #HaircareBrand #EcommerceStrategy #AdCreative #DTCBrands

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In this episode of the DTC Podcast, we break out of pure DTC and dive into the future of retail with Shopify’s VP of Retail, Ray Reddy. We explore how Shopify is transforming POS from a mere checkout tool into a full commerce operating system, unifying online and offline, unlocking customer data in-store, and embedding AI automation in the merchant workflow.

What You’ll Learn:

Why treating POS as an operating system (not just a terminal) opens new growth levers

How Shopify enables 50–60% customer identification in physical stores (via Live Lookup)

What technical challenges (tax, permissions, compliance) matter most in unified retail

How Shopify is integrating AI to automate catalog, imagery, and advisory tasks

The importance of choosing a commerce partner for the next 5–10 years

Best Moments / Key Themes:

Evolving POS from add-on to core product

The “unified data model” philosophy versus stitched integrations

Role of AI in freeing up founders to focus on growth

The customer experience transformation in stores

The migration trade-offs and how Shopify approaches them

Whether you’re a DTC brand exploring brick‑and‑mortar or a retail brand scaling omnichannel, this episode is full of tactical thinking about infrastructure, identity, and future proofing.

Timestamps:

00:00 Shopify POS as an operating system

04:00 How Shopify’s POS evolved beyond an add-on

08:00 Why offline retail remains a massive opportunity

12:00 Unified commerce and eliminating system complexity

17:00 Unlocking customer data and personalized retail experiences

24:00 Building with platform primitives and enabling innovation

25:00 How AI is transforming Shopify’s POS and merchant support

31:00 Preparing for the next major tech shift in commerce

Hashtags:

#Shopify #POS #RetailTech #UnifiedCommerce #EcommerceStrategy #Omnichannel #RetailInnovation #AIFuture #ShopifyPOS #DTCpodcast #DirectToConsumer #RetailTransformation #AIinRetail #CommerceTrends #ShopifyTips

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To Subscribe to DTC Newsletter - https://dtcnews.link/signupHello, and welcome to the All Killer No Filler DTC Podcast. In this episode, we dive deep into what’s different this year heading into Q4 — from platform changes on Meta to how creative strategy and campaign structure must evolve.We welcome Jocelyn K, senior media buyer at Pilothouse, and Jocelyn H, senior strategist at Pilothouse. Both veterans of multiple Q4s, they walk us through the new levers, pitfalls, and playbooks for scaling DTC brands in a shifting landscape.In this episode you’ll learn:Why momentum (not late sporadic launches) should be your central strategy this Q4How to adjust your campaign structure and creative workflows amid Meta’s changes (Advantage Plus, phasing out shop checkout, etc.)Concrete tactics around creative velocity, offer structure, and funnel building to harvest maximum scaleTune in to get tactical, platform‑aware strategies you can put into action now — before the holiday rush.Timestamps00:00 What's Different About Q4 This Year02:00 Advantage Plus Shopping Campaigns and Meta Changes04:00 Creative Strategies and the Trojan Horse Approach08:00 Offers, Discounts, and Consumer Psychology14:00 Momentum, Simplicity, and Funnel Optimization18:00 Lead Generation Strategies Ahead of Black Friday21:00 Creative Testing and Meta’s New Priorities23:00 How AI Is (and Isn’t) Changing Creative StrategyHashtags#DTC #Q4Strategy #MetaAds #BlackFridayMarketing #EcommerceTips #DigitalAdvertising #CreativeStrategy #PaidSocial #AdBuying #MarketingPodcast Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://www.pilothouse.co/?utm_source=AKNF548Follow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

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In this episode of the DTC Podcast, we sit down with Alex Schultz, the CMO and VP of Analytics at Meta, to unpack nearly two decades of hard-earned marketing insights from inside one of the most influential tech companies on the planet.

From his scrappy beginnings as an affiliate marketer trying to pay for college, Alex rose through the ranks at Facebook—helping launch self-serve ads, custom audiences, and building the company’s analytics function from the ground up.

Now, as CMO, he shares how he thinks about brand vs. performance, why incrementality measurement is non-negotiable, and what it really took to lead the rebrand from Facebook to Meta in under seven months.

In this episode, you’ll learn:

• How affiliate thinking creates real marketers
• Why starting with performance-driven urgency creates marketers who understand what actually drives growth
• The self-serve ad platform strategy that unlocked small business scale
• Alex shares how linking product and marketing—from in-product CTAs to retargeting drop-offs—became Meta’s growth engine
• Why incrementality is the foundation of modern marketing
• Forget last-click—true marketers use lift tests, holdouts, and on/off testing to see what really works
• How to build brands on performance platforms
• Yes, you can build a brand on Meta—but only if you measure it right
• The inside story of the Meta rebrand
• Including a midnight WhatsApp from Zuckerberg and a literal house fire
• Why creative strategy—not media buying—is the future in an AI world
• Agencies will evolve, but those who control the data + creative inputs will control outcomes
• How Alex is using creator marketing, email, and retargeting to market his new book, Click Here
• The modern playbook Meta uses… now applied to books

Visit Hachette Book Group for information on how to purchase Click Here: The Art and Science of Digital Marketing and Advertising, out on October 7th.

And you can check out an audio book version on Spotify here:

https://open.spotify.com/show/5hsoMSkbpEboe0M4aGqNgZ

Timestamps

00:00 - From Affiliate Marketer to CMO of Meta

02:00 - Building Facebook’s Growth Engine and Analytics Team

06:00 - Lessons From the Affiliate Mindset

08:00 - Launching Self-Serve Ads and the First Custom Audiences

11:00 - Rebranding Facebook to Meta: Inside the Strategy

15:00 - Building Brands with Direct Response vs. Top-of-Funnel Marketing

18:00 - How WhatsApp’s Brand Story Shifted Perception

20:00 - Why Alex Wrote "Click Here" and Its Core Principles

24:00 - The Future of Agencies and AI in Advertising

28:00 - Marketing the Book Using Meta Strategies

Hashtags

#DTCpodcast #Meta #AlexSchultz #DigitalMarketing #BrandStrategy #AffiliateMarketing #Rebranding #MarketingBook #GrowthMarketing #AdvertisingStrategy #MarketingTips #SocialMediaMarketing #BusinessGrowth #CMOInsights #MarketingPodcast

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On this episode, we speak with Boone & Ben, co‑founders of Highland Style Co., a clean‑ingredient men’s grooming brand that grew from kitchen‑experiments to eight figures in revenue. We dig into their growth journey: how they built performance products, retained customers, and scaled unit economics without losing the values that launched them.

What you’ll learn in this episode:

• How to validate product performance early via professional channels (barbershops/salons) to build credibility.
• The importance of embedding unit economics (margins, payback period, LTV/CAC) from day one to ensure scalable growth.
• Three content pillars that moved the needle for Highland: founder storytelling, expert endorsements, and aspirational user content.
• Real tactics for retention: packaging, post‑purchase experience, SMS/email flows, and repeat products.
• Why staying lean in team & operations matters, and how to hire/contract strategically to keep agility.
• How clean beauty standards (ingredients, packaging) can coexist with performance and profitability.

Timestamps

00:00 The origins of Highland and solving a personal problem

02:00 Early product development and validation with barbershops

07:00 Bootstrapping, fundraising, and focus on profitability

10:00 Building strong unit economics and targeting 80% margins

12:00 Meta ads and founder-led storytelling that drove growth

15:00 Evolving content strategy and leveraging industry experts

18:00 Scaling to eight figures with only two SKUs

21:00 Staying lean with a four-person team and efficient operations

25:00 Merging marketing with finance and building a payback workbook

28:00 Retention tactics and post-purchase experience

31:00 Expanding to Amazon and why it was a growth unlock

32:00 Scrappy press tactics and winning grooming awards

35:00 Building relationships with creators and affiliate partners

36:00 Future goals, brand vision, and plans for expansion

Hashtags

#DTCpodcast #HighlandHair #EcommerceGrowth #Bootstrapping #StartupStory #UnitEconomics #FounderJourney #ContentStrategy #RetentionMarketing #AmazonGrowth #HaircareBrand #DigitalMarketing #BrandBuilding #BusinessPodcast #ScalingBrands

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In this episode of All Killer No Filler, Abby & Henry from Pilothouse break down what it means to build real strategy for DTC brand growth. They explain how many brands today are stuck optimizing what already worked — rather than asking who the right audience is, what their pain points are, and how to speak to them.

What we cover:

• Defining real audiences & personas — how to move away from “Meta placing you” to targeting who truly values your product.

• Lifetime value, product curation, NCAC & AOV — choosing what to push, upsell, or abandon.

• Creative & messaging that connect across funnel stages — why the same creative at every stage fails.

• Strategy informing all channels — landing pages, email, ads, CRO & more.

“The game in 2020 was easy — now you're paying for a strategy that works.”

Whether you have a growing DTC brand or are scaling, this episode gives you concrete frameworks to sharpen your strategy, escape the spin cycle, and unlock long‑term performance gains.

Timestamps

00:00 Strategy vs. Easy Growth in DTC

02:45 The Role of an Account Strategist

05:30 Integrating with Brand Teams Across Channels

07:50 Unlocking New Audiences with Strategic Shifts

11:20 Why Lifetime Value Should Shape Your Strategy

15:30 Escaping the Tactical Spin Cycle

18:00 Building Effective Top-of-Funnel Creative

20:00 What a Strategic Audit Looks Like

22:00 The True Meaning of “Better” Creative

25:20 Why Deep Audience Research Drives Long-Term Growth

26:40 The Future of Media Buying and Creative Strategy

Hashtags

#DTCMarketing #EcommerceStrategy #MediaBuying #AdStrategy #GrowthMarketing #CustomerAcquisition #DigitalMarketing #CreativeStrategy #MarketingPodcast #Pilothouse

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In this episode of the DTC Podcast, we sit down with Rod Morris, co‑founder of Lovevery, to dig into how they turned a single product idea into a global early‑learning brand with over 150 SKUs, presence in 34 markets, and a sustainable subscription model.

What you’ll learn:

• How Lovevery validated its premium product idea with the PlayGem and used early feedback to build credibility.
• The tactics that drove retention: mission‑aligned design, app features, quality materials.
• How unbundling the subscription and adding new SKUs (and retail partnerships) widened their customer base.
• Their strategy for profitable growth: optimizing supply chain, being more efficient, and adjusting to tariff pressures without compromising core experience.
• How circularity and resale aren’t just ethical branding—they’re catalytic for brand trust, lowering purchase friction, and increasing lifetime value.

Roderick Morris is Cofounder and President of Lovevery, the global early childhood brand known for transforming the way families play and learn. Recognized for its award-winning, stage-based Play Kits program and the companion Lovevery App, the company provides science-backed tools that empower parents with confidence and nurture children’s development from birth. Founded in 2015, Lovevery has since expanded to early literacy with The Early Reader Club subscription and The Reading Skill Set—a proven, screen-free, learn-to-read program. Today, Lovevery continues to lead in early childhood innovation across more than 30 global markets.

Timestamps

00:00 Serving parents and children with premium products

02:00 The origins of Lovevery and first product launch

04:00 Cracking the market with the Play Gym

07:00 Building credibility through influencers and early adopters

10:00 Scaling the subscription program and retention learnings

14:00 Product quality, durability, and material choices

17:00 Unbundling subscription kits to expand access

19:00 Growth during COVID and path to profitability

23:00 International expansion strategy and new markets

26:00 Walmart partnership and retail rollout

27:00 Launching the circularity marketplace for secondhand play kits

30:00 Mobile app evolution and impact on retention

33:00 Managing tariffs and business sustainability

35:00 Future growth levers and expanding into new skills

Hashtags

#DTCPodcast #Lovevery #RodMorris #Ecommerce #SubscriptionBusiness #ParentingProducts #DTC #ConsumerBrands #BusinessGrowth #Entrepreneurship

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In this episode of the DTC Podcast, Eric speaks with Dougie, lead of the Google team at Pilothouse, about what happens when DTC brands try to scale on Google Ads and hit a ceiling. The conversation digs into impression share limits, ad rank, new customer acquisition, product mix, and how demand generation must be part of the strategy—not just search & shopping.

Why you’ll want to listen:

• Learn when you’re maxed out on impression share and what to do about it.
• How to use Google’s new customer acquisition settings & prioritize hero SKUs to improve incrementality.
• When & how to build upper funnel demand (YouTube, content, ingredient‑based content) to feed your capture channels.

This episode is essential for growth‑stage DTC marketers and eCommerce owners who want to scale Google Ads profitably without just increasing budget and sacrificing efficiency.

Timestamps

00:00 Scaling on Google Ads and hitting ceilings

02:00 Understanding impression share and ad rank

04:30 Creating demand through content and upper funnel tactics

07:00 Avoiding bidding mistakes and ensuring incrementality

09:00 Product distribution misalignment and hero product strategy

12:00 Shopping campaigns vs Performance Max for new customer growth

14:00 Using search terms and AI insights for keyword strategy

16:00 Preparing Google Ads accounts for Black Friday and Q4

18:00 How Pilothouse runs audits and identifies growth opportunities

Hashtags

#GoogleAds #DTC #Pilothouse #AdStrategy #DigitalMarketing #EcommerceGrowth #PerformanceMax #ScalingAds #MarketingPodcast #PPCStrategy

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Subscribe to DTC Newsletter - ⁠https://dtcnews.link/signup⁠In this third appearance on the DTC Podcast, Constantine Yurevich, founder of SegmentStream, delivers the most comprehensive breakdown of the marketing measurement landscape we've ever recorded.This isn’t theory. It’s a raw, truth-filled look at what works, what’s broken, and how DTC brands can actually understand what’s driving growth.Forget the vendor noise. This episode will reset your measurement mindset.Visit SegmentStream website: https://segmentstream.com/ Follow Constantine Yurevich on LinkedIn: https://www.linkedin.com/in/yurevichcv/Key Insights and Takeaways:The 3 measurement models in DTC: empirical attribution, statistical modeling (MMM), and causal testing (geo-holdouts)—and why only one is truly useful for most brands.Why MMM is mostly theater: assumptions-driven, biased by design, and rarely accurate for DTC brands under $100M in spend.The myth of incrementality measurement: how geo-holdouts and lift tests produce confidence intervals too wide to act on.How to build a trustworthy attribution stack:First-click attribution (and why it’s ignored by platforms)Identity graph stitching across devices/usersSelf-reported attribution + re-attribution logic to uncover dark-funnel sources (YouTube, podcasts, etc.)Why first-click attribution is the best tool for understanding new customer acquisition.How self-reporting + re-attribution can show you where brand awareness is really coming from.The fatal flaw in measuring “incrementality” via platform lift studies.How to use marginal analytics to reallocate budget before returns diminish.Why platforms are killing first-click visibility—and what that tells you about their incentives.This episode is for DTC operators who are tired of overpaying for last-click conversions that would’ve happened anyway, want clear signals from upper-funnel and brand channels, and are hungry for real insight.Timestamps00:00 Intro and the state of marketing measurement02:15 Why most models are disconnected from reality05:00 Three main categories of marketing measurement08:10 The limits of MMM and mathematical models12:00 The rise of new-gen MMM and confirmation bias17:00 Geo holdout testing and its flaws24:00 Why true incrementality is nearly impossible to measure31:00 First click vs last click attribution37:00 Using identity graphs and self-reported attribution44:00 Why attribution still matters after 20 years52:00 Where SegmentStream fits in and key takeawaysHashtags#DTC #Ecommerce #MarketingMeasurement #Attribution #MMM #DigitalMarketing #BrandGrowth #MarketingData #Incrementality #AdTechSubscribe to DTC Newsletter - https://dtcnews.link/signup

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When we first spoke to Michael Fisher, Rotten had just launched a single product online. Now, the brand is stocked in 1,000+ retail locations including Zumiez, Safeway, Sprouts, and Hy‑Vee. In this follow-up episode, we unpack exactly how Rotten scaled while preserving product quality, unique branding, and a lean team.

This episode dives into:

• Building a better-for-you candy that actually tastes great (60% less sugar, no synthetic dyes)
• How Rotten validated demand and used Kickstarter as a test lab
• What Michael learned about launching in retail through shippers and “in‑and‑out” placements
• Why brand IP and world-building (Dr. Rotten, Frankie Freak) is key to long-term value
• Real talk on packaging sustainability, operational scaling, and team-building

You’ll learn tactical insights on:

• How to evaluate retail partners and assert boundaries
• What content drives impulse candy purchases on TikTok Shop
• Using surveys to prove incremental retail value without buying expensive syndicated data
• Balancing DTC bleed-in and retail velocity
• Creating a brand that stops people in the aisle and online

Rotten’s growth is a masterclass in starting lean, staying weird, and scaling smart. Don’t miss it.

Timestamps

00:00 Rotten’s Growth Journey and TikTok Shop Strategy

02:00 Launching Gummy Crunchies and Multi-Texture Candy Trends

04:00 Retail Expansion: From Zumiez to Hy-Vee

06:00 Shippers, In-and-Outs, and Driving Off-Shelf Sales

08:00 Better-for-You Candy Positioning and Merch Strategy

10:00 Building the Rotten Brand World and Characters

12:00 Halloween Marketing and Seasonal Retail Momentum

14:00 Setting Boundaries with Retailers and Sampling Strategy

16:00 TikTok Shop Flywheel and Content That Converts

18:00 Measuring Retail Pickup and The Digital Bleed Effect

20:00 Using DTC Data to Win Retail Buyers

22:00 Scaling Challenges, Team Growth, and Culture

24:00 Aggressive Growth Goals, Profitability, and New Doors

Hashtags

#DTC #Podcast #Ecommerce #CPG #CandyBrand #TikTokShop #RetailStrategy #ScalingBrands #MarketingPodcast #ConsumerBrands

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On this episode of All Killer No Filler (the DTC Podcast from Pilothouse), Eric and Debbie dive into TikTok’s Symphony suite, a growing toolkit of AI‑powered creative solutions that streamline ideation, ad creation, and brief generation. Debbie shares how Pilothouse is using Symphony to write better creative briefs fast, pairing that with affiliate creators to build consistent, scalable TikTok campaign performance.

Why Listen

• Learn how TikTok’s AI tools can accelerate creative ideation and asset refreshes
• See how affiliate creators act like virtual sales associates for TikTok Shop campaigns
• Discover how a simple tracking change dropped CPAs from $350 to $50

Key Moments

• AI Generated Creative: Debbie describes the “uncanny” experience of reviewing AI‑generated TikToks and the balance between excitement and authenticity
• Affiliate Strategy: Explanation of targeting L3 creators and how they drive predictable sales—even when viral moments fade
• Performance Pivot: Story of resetting a Pixel and dramatically lowering ad costs

Timestamps:

00:00 What is TikTok Symphony

02:00 TikTok Shop vs Off-Platform Strategy

04:00 Brand Hesitations with AI Content

06:00 From Viral Moments to Consistent Sales

08:00 Finding and Working with TikTok Affiliates

10:00 Measuring Affiliate Performance and KPIs

12:00 Bundling Products on TikTok Shop

14:00 Fixing High CPCs and CPAs with Fresh Pixels

15:00 TikTok’s Role in the Full Funnel

16:00 Final Advice on Using Symphony

Hashtags:

#TikTokMarketing #TikTokAds #TikTokShop #EcommerceGrowth #AffiliateMarketing #AIMarketing #CreativeStrategy #DTCBrands #DigitalMarketing #GrowthMarketing

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