Internationalization: Growing from Roughly $130M to $200M With Tyson Drake

Tyson Drake is a fractional CMO for eight- to nine-figure DTC brands, helping them scale profitably. As a self-taught affiliate marketer, he became the CMO of The Oodie, where he trained an in-house team of over 25 people across performance marketing, creative, and e-commerce, scaling the company to nine figures across eight markets.

In this episode…

As an e-commerce brand, expanding into international markets can skyrocket profitable growth in multiple areas, and a robust marketing strategy is crucial to this expansion. What strategies can you harness to penetrate new markets for exponential growth?

Global marketing powerhouse Tyson Drake scaled to $200 million in yearly revenue by diversifying in multiple international markets. He attributes this achievement to his progressive internalization strategy, which involved having complete visibility into his business operations and regional trends to allocate budgets effectively across channels. This omnichannel distribution is essential in targeting your total addressable market and identifying growth opportunities. When measuring ROI for your efforts, focus on contribution dollars rather than profit margins for a more accurate growth measurement. 

In this episode of the Up Arrow Podcast, William Harris chats with fractional CMO Tyson Drake about allocating your marketing budget to scale into international markets. Tyson talks about targeting new demographics, how to launch into new channels and promote new products during global expansion, and how to navigate a saturated market.