Why Marketing Doesn’t Matter Until You’re $100M+ SALES - David Lester, Co-Founder of OLIPOP

Jan 21, 2026

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David Lester is the co-founder of OLIPOP, one of the MOST FAMOUS challenger brands in the United States. After our first interview IN PERSON at Bread & Jam Fest, London, David returns to us at Brand Growth Heroes to delve deeper into what it truly takes to scale a challenger brand at speed in the US. (cont'd below)

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The Brand Growth Heroes Mini MBA 2026 is back!

Built for founders, marketers and brand leaders who want to grow brands the right way — with practical frameworks, real case studies and honest insight.

Applications open: Monday 5th January 2026

Applications close SOON: Midnight Sunday, 25th January 2026

Limited places available

All info & how to apply visit: https://www.brandgrowthheroes.com/mini-mba-2026

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(Cont'd) In this episode, David and I explore how businesses fundamentally change as they grow from a small founding team to an organisation of 250+ people.
David shares why founders must constantly reassess their role as the company scales, how to think about hiring ahead of growth, and why senior hires should create an immediate sense of relief rather than uncertainty.

The conversation also dives into fundraising across different stages of growth, with David unpacking what investors really care about at seed, Series A, B and C, why growth becomes the defining metric once revenue appears, and why raising more capital than you think you need can be a smart strategic move.

Finally, David shares his perspective on expanding into the US, explaining why the scale, complexity and cost of the market are so often underestimated and why each state effectively operates like its own country.

This episode is packed with practical insight for founders building teams, raising capital and navigating rapid growth especially those with ambitions to scale in the US.

Useful links

Connect with David Lester on LinkedIn https://www.linkedin.com/in/david-lester-4b71b512/

Connect with OLIPOP on LinkedIn https://www.linkedin.com/company/olipop-pbc/

OLIPOP WEBSITE https://drinkolipop.com/?srsltid=AfmBOooJ-CAEJQJEk4PaYpk7F5mOj0_nDbLy5H5PWaqed1idZWDd50NW

Follow OLIPOP on Instagram https://www.instagram.com/drinkolipop/

Follow OLIPOP on Facebook https://www.facebook.com/drinkolipop

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Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm

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If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.

But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.

And that starts with the right legal partner.

So we're thrilled to introduce you to Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.

With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.

Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board for the second year running.

If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com

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Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.