Navigating Product Strategy and Market Dynamics

In this episode, I sit down with Nick Shackelford, Head of Retention and Partner at BREZ, to break down modern customer acquisition and retention strategies for 2025.

Nick has managed over $200M in ad spend and brings hard-won insights from scaling multiple brands — including his own agencies, Structured and Konstant Kreative — into this conversation.

We get into:

• Why creative is now the new targeting, with Nick giving the keys on Meta’s evolving algorithm

• The ideal framework for customer acquisition in today’s landscape

• How to structure your testing budget between proven winners and fresh creative

• Conversion tactics that immediately lift performance — from mobile-first design to offer structure

• The retention strategies behind BREZ’s drop in subscription churn from 24% to 17%, on a mission toward sub-5%

• The tactics powering BREZ, one of the fastest-growing beverage brands in the country, on pace to hit $50M in just two years

• How celebrities like Drake and Druski use subtle content strategies to drive massive viewership — and what brands can learn from it

This is a deep dive on what’s actually working in marketing in 2025.

Enjoy the conversation!