DTC Podcast

Aves, the founder and creative mind behind the Adventurous podcast, returns to dissect Crown Affair's compelling brand strategy. They highlight how the brand effectively utilizes a dry shampoo as its hero SKU to attract new customers. Aves emphasizes the importance of portraying haircare as a ritual, enhancing product value and educational flexibility. They also delve into the brand's ad mix, showcasing user-generated content and retail partnerships with Sephora, which bolster trust and credibility in a competitive beauty landscape.

In a thought-provoking discussion, Ray Reddy, VP of Retail at Shopify, reveals how the company is transforming point-of-sale systems into comprehensive commerce operating systems. He highlights the importance of unified commerce and how AI is revolutionizing retail by automating mundane tasks. Ray emphasizes the potential of physical stores, advocating for enhanced customer identification through innovative tech. The conversation also explores the long-term considerations for merchants when choosing technology partners, making this a must-listen for anyone in retail.

In this discussion, Jocelyn H., a creative strategist at Pilothouse, and Jocelyn K., a senior media buyer, share their expert insights on navigating Q4. They emphasize the importance of establishing momentum early, rather than last-minute launches. The duo explains how to adapt to Meta's changes, strategize creative workflows, and utilize Advantage Plus campaigns effectively. They also cover testing offers, using scarcity tactics, and the role of AI in creating authentic content. Their actionable strategies equip brands to thrive in the holiday rush.

In this insightful chat, Alex Schultz, CMO of Meta with nearly 20 years at the company, shares his journey from affiliate marketer to a key player in Meta's transformation. He discusses the strategic rebrand from Facebook to Meta, revealing the whirlwind of decisions behind it. Alex emphasizes the synergy between performance and branding, while advocating for incrementality in measuring marketing success. He also touches on creative-driven campaigns, like the Ray-Ban Meta Glasses, and the evolution of marketing through AI, stressing the importance of clear measurement and strategic briefs.

Subscribe to DTC Newsletter - https://dtcnews.link/signupOn 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.Timestamps00:00 The origins of Highland and solving a personal problem02:00 Early product development and validation with barbershops07:00 Bootstrapping, fundraising, and focus on profitability10:00 Building strong unit economics and targeting 80% margins12:00 Meta ads and founder-led storytelling that drove growth15:00 Evolving content strategy and leveraging industry experts18:00 Scaling to eight figures with only two SKUs21:00 Staying lean with a four-person team and efficient operations25:00 Merging marketing with finance and building a payback workbook28:00 Retention tactics and post-purchase experience31:00 Expanding to Amazon and why it was a growth unlock32:00 Scrappy press tactics and winning grooming awards35:00 Building relationships with creators and affiliate partners36:00 Future goals, brand vision, and plans for expansionHashtags#DTCpodcast #HighlandHair #EcommerceGrowth #Bootstrapping #StartupStory #UnitEconomics #FounderJourney #ContentStrategy #RetentionMarketing #AmazonGrowth #HaircareBrand #DigitalMarketing #BrandBuilding #BusinessPodcast #ScalingBrands Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Uncover the secrets to DTC brand growth as Abby and Henry share how to shift strategy from simple optimizations to deeper audience understanding. Learn why knowing customer lifetime value can redefine your approach and help abandon ineffective tactics. Discover how to build persona-driven top-of-funnel creative and the importance of integrating insights across channels. They emphasize that effective strategy demands thorough audience research, moving beyond past wins to meet today’s challenges.

Rod Morris, co-founder and president of Lovevery, shares insights on transforming a single product idea into a global brand with over 150 SKUs. He discusses the importance of validating their PlayGym concept through early feedback, which laid the foundation for their successful subscription model. Morris highlights how unbundling their offerings and expanding internationally contributed to growth, and emphasizes mission-driven design and durable materials as key retention drivers. They delve into innovative app features and sustainable practices that enhance brand trust and customer loyalty.

In this engaging discussion, Dougie, the Google team leader at Pilothouse, shares his expertise on scaling DTC brands using Google Ads. He delves into recognizing when brands hit impression share ceilings and offers strategies to overcome them. Dougie emphasizes the significance of blending demand generation with search tactics and the importance of prioritizing hero products. Listeners will also learn about maximizing growth through YouTube and content, avoiding common bid mistakes, and getting ready for Q4 with effective keyword strategies.

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/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupWhen 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 labWhat Michael learned about launching in retail through shippers and “in‑and‑out” placementsWhy brand IP and world-building (Dr. Rotten, Frankie Freak) is key to long-term valueReal talk on packaging sustainability, operational scaling, and team-buildingYou’ll learn tactical insights on:How to evaluate retail partners and assert boundariesWhat content drives impulse candy purchases on TikTok ShopUsing surveys to prove incremental retail value without buying expensive syndicated dataBalancing DTC bleed-in and retail velocityCreating a brand that stops people in the aisle and onlineRotten’s growth is a masterclass in starting lean, staying weird, and scaling smart. Don’t miss it.Timestamps00:00 Rotten’s Growth Journey and TikTok Shop Strategy02:00 Launching Gummy Crunchies and Multi-Texture Candy Trends04:00 Retail Expansion: From Zumiez to Hy-Vee06:00 Shippers, In-and-Outs, and Driving Off-Shelf Sales08:00 Better-for-You Candy Positioning and Merch Strategy10:00 Building the Rotten Brand World and Characters12:00 Halloween Marketing and Seasonal Retail Momentum14:00 Setting Boundaries with Retailers and Sampling Strategy16:00 TikTok Shop Flywheel and Content That Converts18:00 Measuring Retail Pickup and The Digital Bleed Effect20:00 Using DTC Data to Win Retail Buyers22:00 Scaling Challenges, Team Growth, and Culture24:00 Aggressive Growth Goals, Profitability, and New DoorsHashtags#DTC #Podcast #Ecommerce #CPG #CandyBrand #TikTokShop #RetailStrategy #ScalingBrands #MarketingPodcast #ConsumerBrands Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video