DTC Podcast

Subscribe to DTC Newsletter - https://dtcnews.link/signupIn this episode of the DTC Podcast, we sit down with Alex Schultz, the CMO and VP of Analytics at Meta, to unpack nearly two decades of hard-earned marketing insights from inside one of the most influential tech companies on the planet.From his scrappy beginnings as an affiliate marketer trying to pay for college, Alex rose through the ranks at Facebook—helping launch self-serve ads, custom audiences, and building the company’s analytics function from the ground up.Now, as CMO, he shares how he thinks about brand vs. performance, why incrementality measurement is non-negotiable, and what it really took to lead the rebrand from Facebook to Meta in under seven months.In this episode, you’ll learn:How affiliate thinking creates real marketersWhy starting with performance-driven urgency creates marketers who understand what actually drives growthThe self-serve ad platform strategy that unlocked small business scaleAlex shares how linking product and marketing—from in-product CTAs to retargeting drop-offs—became Meta’s growth engineWhy incrementality is the foundation of modern marketingForget last-click—true marketers use lift tests, holdouts, and on/off testing to see what really worksHow to build brands on performance platformsYes, you can build a brand on Meta—but only if you measure it rightThe inside story of the Meta rebrandIncluding a midnight WhatsApp from Zuckerberg and a literal house fireWhy creative strategy—not media buying—is the future in an AI worldAgencies will evolve, but those who control the data + creative inputs will control outcomesHow Alex is using creator marketing, email, and retargeting to market his new book, Click HereThe modern playbook Meta uses… now applied to booksVisit Hachette Book Group for information on how to purchase Click Here: The Art and Science of Digital Marketing and Advertising, out on October 7th. And you can check out an audio book version on Spotify here: https://open.spotify.com/show/5hsoMSkbpEboe0M4aGqNgZTimestamps00:00 - From Affiliate Marketer to CMO of Meta02:00 - Building Facebook’s Growth Engine and Analytics Team06:00 - Lessons From the Affiliate Mindset08:00 - Launching Self-Serve Ads and the First Custom Audiences11:00 - Rebranding Facebook to Meta: Inside the Strategy15:00 - Building Brands with Direct Response vs. Top-of-Funnel Marketing18:00 - How WhatsApp’s Brand Story Shifted Perception20:00 - Why Alex Wrote "Click Here" and Its Core Principles24:00 - The Future of Agencies and AI in Advertising28:00 - Marketing the Book Using Meta StrategiesHashtags#DTCpodcast #Meta #AlexSchultz #DigitalMarketing #BrandStrategy #AffiliateMarketing #Rebranding #MarketingBook #GrowthMarketing #AdvertisingStrategy #MarketingTips #SocialMediaMarketing #BusinessGrowth #CMOInsights #MarketingPodcast 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

Subscribe to DTC Newsletter - https://dtcnews.link/signupDr. Amy Beckley shares how her personal fertility struggles and scientific background led her to create Proov—a direct‑to‑consumer hormone testing platform that helps women measure PdG (progesterone metabolite), LH, estrogen, and FSH at home. The test, paired with a mobile app, provides an Ovulation Score and personalized guidance, aiming to shift women’s health from reactive to proactive.Key Insights:Hormone imbalance affects ~80% of women (PMS, PCOS, infertility, perimenopause). Proov enables these women to spot issues early.Pioneer in FDA‑cleared PdG testing and companion app delivering quantitative hormone data.Early adopters came from fertility awareness communities—not what Amy expected, but critical to traction.Healthcare is not proactive—Proov aims to fill that gap with data, empowerment, and streamlined care via digital prescription options.Business strategy: Lean launch, Amazon traction, VC funding, packaging, internal app team (rather than outsourcing), community listening.Why It Matters for DTC & Founders:A real example of transforming personal pain into scalable DTC medical tech.Demonstrates the push-and-pull between Amazon's convenience and owning the customer via an app/email funnel.Exemplifies iterative product development, regulatory rigor, and educational storytelling in complex health markets.Timestamps:00:00 — Breaking Healthcare & The Birth of Proov02:00 — Amy’s Journey: Miscarriages, Science & Building the Product04:00 — Understanding Hormones, Fertility & Proactive Testing08:00 — Fertility Challenges, IVF Costs & Industry Gaps12:00 — Finding Early Adopters & Gaining Traction Through Communities16:00 — Birth Control, Hormonal Imbalances & Long-Term Impacts20:00 — Fundraising, Amazon Strategy & Owning the Customer26:00 — Marketing Challenges, Education & Growing Awareness30:00 — Building the Proov App & Scaling Technology32:00 — Future Growth Plans, Proactive Hormone Health & MissionHashtags:#DTCpodcast #Proov #FertilityAwareness #HormoneHealth #WomenInBusiness #HealthcareInnovation #DTCbrands #AmazonStrategy #StartupGrowth #WomensHealth 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

Subscribe to DTC Newsletter - https://dtcnews.link/signupIn this DTC Podcast preview, we’re featuring an episode from Ad-Venturous — our performance creative podcast hosted by Pilothouse strategist Avery Valerio.In Episode 11, Avery breaks down the big three content types you need to master: User-Generated Content (UGC), Creator-Generated Content (CGC), and Employee-Generated Content (EGC). You’ll walk away with a clear sense of when to use each — and how to do it effectively.Inside the episode:The real differences between UGC, CGC, and EGC (and why it matters)Tips for briefing creators and making content worth watchingWhy EGC is emerging as a scalable trust-builder and underrated creative toolIf you’re sourcing or producing performance creative at scale, this is required listening.Search "Ad-Venturous" in your podcast app and subscribe for weekly episodes on creative strategy that converts.Timestamps:00:00 - Introduction to Creator Content Types02:00 - Why UGC Matters and How to Use It Effectively06:00 - Building Community Through Authentic Customer Content14:00 - Creator Generated Content (CGC) Strategy and Best Practices22:00 - Employee Generated Content (EGC) and How It Drives Trust & Reach28:00 - Final Insights on Mixing UGC, CGC, and EGC for Brand GrowthHashtags:#UGC #CGC #EGC #AdventurousPodcast #DTCMarketing #ContentStrategy #SocialMediaMarketing #CreatorContent #DigitalAdvertising #MarketingInsights 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

In this insightful discussion, Anthony DelPizzo, Director of Product Marketing at Triple Whale, reveals how 93.5% of DTC brands are currently utilizing AI. He explains the majority face challenges with clear implementation despite AI drastically reducing creative task times. The conversation dives into the dichotomy between immediate marketing needs and long-term strategy, touching on trust barriers and the importance of a solid data foundation. With only 60% of brands designating AI ownership, the potential for optimization and impactful insights is highlighted.

Kris Dehnert, CEO of Dugout Mugs, transformed baseball bat barrels into a $55M brand. He discusses the importance of authentic branding and partnerships, revealing how transparency fuels modern businesses. Kris reflects on his journey from Facebook pages to impactful deal-making while emphasizing the dangers of vanity metrics. He also shares insights on using AI to enhance e-commerce efficiency and the significance of balancing seasonal sales with corporate gifting. His practical tips are invaluable for both aspiring and established brands.

Discover the secrets behind the ultimate browse abandon email strategy! Explore the power of effective triggers and smart segmentation for higher conversions. Learn why a streamlined approach can outperform chaos and how dynamic product recommendations elevate engagement. Timing is key—find out how to send follow-ups that resonate. Dive into crafting compelling subject lines and merchandise tactics that convert. Uncover common pitfalls and master visuals for enhanced user experience. Perfect for anyone keen on maximizing email marketing potential!

Yash Chavan, Founder & CEO of Saral, dives into the intricacies of influencer marketing. He reveals why many programs falter, offering insights from Saral's Pyramid of Influence framework. Yash discusses how brands can organically engage with their ideal customers multiple times daily without ad spend and how AI can enhance outreach while retaining authenticity. He emphasizes the potential of whitelisting and transformative partnerships, stressing the structured approach necessary for lasting impact in today’s market.

Ashvin Melwani, Co-founder and CMO of Obvi, dives into the hurdles faced by health brands on Meta after their ad performance plummeted. He discusses fixing Meta Pixel poisoning using server-side tracking and adapting strategies to align with Meta's Andromeda AI update. The conversation highlights the critical metrics for diagnosing ad performance issues and how creative testing with broader variations can drive success. Ashvin also shares insights on leveraging TikTok for brand visibility and boosting Average Order Value through innovative product bundling.

In this conversation, Dougie from Pilothouse shares his expertise in Google Ads, focusing on the critical misinterpretation of customer acquisition data. He reveals how Google erroneously labels returning customers as new, skewing marketing strategies. Dougie explains the advantages of server-side tracking for accurate data capture and conversion insights. He emphasizes the importance of aligning ad campaigns with true business outcomes and offers practical tips for auditing and enhancing overall ad performance.

Katherine Sakovich, CMO at Mira, leads the charge in community-driven hormonal health with an eye for educative marketing. She reveals how Mira grew from chaos to a multi-product brand by building an 18,000-member ambassador network. Key strategies include using customer feedback for messaging, positioning product launches like iPhone upgrades, and deploying AI for support while maintaining trust. She also discusses effective partnership strategies and how educational content transformed consumer engagement in the sensitive world of reproductive health.