“Write playbooks, don’t follow them.”

Michael Wieder is Co-Founder, President and CMO at Lalo, and most importantly, dad to 18-month old Jemma. Utilizing his diverse experience helping build world-class brands, Michael oversees all of Lalo’s marketing and consumer engagement efforts. Prior to founding Lalo, Michael held various leadership positions, including Head of Brand Marketing and Partnerships at WayUp. He also gained valuable entrepreneurial experience, having founded a fitness-tech brand and a music management and event production firm. Michael graduated from the University of Michigan and currently lives in Brooklyn with his wife, daughter, and dog.

In this episode we covered:

• The unique challenges involved when marketing to parents. How are the decision cycle and customer journey different?
• How has Lalo achieved product-market fit?
• How Lalo provides the emotional benefit their customers are looking for?
• The first year of Lalo’s growth and how they went about testing acquisition channels.
• The importance of creating a council of power users/power customers.
• Why creative > audience targeting is the way to go and is the best unlock to great marketing performance.
• Why a low-CAC or high ROAS isn’t necessarily a good thing.
• What Michael looks for when hiring marketing talent.
• Why’d focus more on organic growth vs paid growth in the early years of operating Lalo.
• And more!

You can say hello to Michael via Twitter - https://twitter.com/mwieder