DTC Podcast

Subscribe to DTC Newsletter - https://dtcnews.link/signup Conversion Rate Optimization for Subscription Ecommerce Products...could there be a sexier topic for brand owners? 💃🏼   🤓Nerd out with Eric, the Pilothouse team, along with legends Josh F Elizetxe from Snow At-Home Teeth Whitening and Vinny McCauley from SmoothieBox for a golden nugget filled talk that fills in the details on how each has built, optimized and pivoted their funnels to reach 8 figures in sales.   Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup In this cast we invite longstanding team member Brett to join us. We talk about what's working in lead generation, and the holistic approach to multi-touch marketing you need to make things work in today's environment. We also talk about what Ecommerce entrepreneurs can learn from lead generators and vice versa  What's Working with Lead Gen in 2020   Benefits from Lockdown for Lead Generation   How has Lead Generation Evolved in the last 5 years   Optimium form length (push the info onto the phone)   Multi-touch marketing for lead gen (incorporating SMS + Push)   Lead Generation Ad Content (What Works?)   Which Niches are Popping for Lead Gen?   Automation and aggregation in the Lead Gen space   Telemedicine Client with multiple Touchpoints   Server to Serve Tracking - Benefits, what it enables, how to set it up   Main takeaways: Smarter customers and more automated middlemen Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup The team was a little light this week, but the actionable insights are HEAVY.    🎥 How to make a first person explainer video (these are crushing)   📈Listicles continue to pay dividends in the form of cheap engagement   👨🏻‍⚖️Facebook Ads Rep Reports - Auction Competition is heating back   🛍Shopify vs. Tesla - which valuation is more nutty?   🏘Should you buy an office in this down market or continue to rent?   🩺Keeping a pulse on all accounts and staff as the weeks from home drag on Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup What do you do when the Facebook Ad creatives that brought you to scaletown BURN OUT? That's what this week's AKNF found us asking. We brought in our Senior media buyer, Nate Vankoughnet and Creative Director Cam Wind to join co-founder Kylh Eitchcox and myself for a round table discussion on:  The Facebook Power 5 and why you need to embrace it for longer lasting audience and creative  The Pilothouse Creative process (and the importance of aligned incentives on the creative team  How to create purposeful, angle driven creative  How build creatives and campaigns for launch (and the place for dynamic ads.)  Creative testing at Scale through isolated variables  Restarting a MASSIVE campaign after creative burnout strikes Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup 🚀🔪AKNF #5 is LIVE 🚀🔪   This week we discuss:   🧔🏻 Nick Shackelford's "It's True" ad copy hook and our experiment testing it across most of our clients campaigns   👟We bought Vessi shoes and this happened (experiential marketing)   🛠Anthony Ulwick's concept of Jobs to Be Done and how that should impact how we think of and talk about all our products   🍫Rogers Chocolate, Accountants and the big Covid Pivot Winners Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup 🟢It's GO TIME - This week I surprised the panel with an ambush AKNF session. Good thing our team is always ready to rock 🤘🏼Here we discuss the success we're having across the board, as traffic is on sale, and clients are scaling hard and fast. Watch this quick cast to glean some insight onto how YOU can best ride this wave with your brand! 🌊 0:00 - It's GO TIME across the board (and how best practices allow you to ride the wave)   2:50 - Double, or Triple your Budgets yesterday!   4:00 - Exodus of certain traffic vertical advertisers (travel + + ) means inventory is on sale   4:40 - ROAS vs Volume in these BOOM times (invest now at a discount)   6:00 - Email Story telling and education tactics from Chris Meade and CROSSNET   7:28 - Lifetime Budgets still CRUSHING (are you switched over yet??)   9:00 - Control campaign overlap with FB Experiences, Facebook's native testing platform   11:35 - Pre Sales Magic - Use presales page to align your angles fully (shout out to the master, Mohamed Ali Aguel!)   14:12 - Advertisers and Ideas we LOVE: - Novel ideas - Brands reinventing themselves - Info Product Deluge (The GURUS are coming( - DIY and Hair Dye is the new TP   18:25 - Is this the new normal for Ecommerce? What happens when the economy rebounds?   20:15 - 🍷Are you drinking more or less? Box wine vs Bottle?   21:35 - Shoutout to Moez Ali's new podcast "Exit Strategy"   22:10 - Team member personal growth through #WINNING  23:10 - No such thing as a bad Dragon's Den experience Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup 👀Watch this 20 min vid to learn the tactic (that we learned from Josh F Elizetxe, that's LOWERING our CPAs 20-50% (!!!) for our Agency clients across the board.   Find out how switching campaigns to lifetime budgets could make a big addition to your bottom line.   🚀Welcome to All Killer, No Filler Fridays, the pod where Pilothouse principles get together to discuss what worked this week in our agency with examples and data to back it up.   Skip to -12:00 to hear our Lifetime Budget Scaling hack that's working well right now, or blast the whole "all killer, no filler" cast for other tips on:   1. Crushing with Facebook Poll Ads   2. Quiz funnels for ecom and Lead Gen   3. Ad comment kung fu   4. Lifetime budget hacks that lowered CPA 30%!   5. Testing old tactics, finding new wins   6. New client runways coming out of the crisis   7. Custom calculations in ad reporting Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup 👋🏻Hey everyone! Eric Dyck here with my new WFH studio all built out!  What better time than a global pandemic to get five digital marketing veterans with over 50 years of performance ad buying experience into a #zoom call to discuss high level strategies and in-the-trenches tactics for brands and media buyers to keep their campaigns scaling throughout these uncertain times.  If you're a brand or a media buyer looking for guidance, then check out this value-packed call where we discuss the angles that are working right now, how position your brand during this time of low cost traffic and high anxiety, compressing the customer journey with campaign structure changes and lots more!  Check out the timestamps below to jump to the most relevant sections.  If you dig it, we'll do it again and again. Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupAves and Daniel Sendecki get into a problem a lot of brands still haven’t solved: how do you make ads feel culturally relevant without making them cringe, tone deaf, or useless in performance channels? This episode breaks down why “brand voice” alone no longer carries paid social, how algorithmic feeds reward relevance over cleverness, and why the best creative now has to do two jobs at once: feel native and resolve intent.For DTC founders, growth marketers, and creative strategists trying to make Meta and TikTok ads feel native without losing conversion intent.In this episode, we cover:Why brand voice was built for an older distribution model, and why that model doesn’t dominate anymoreHow to “cooperate with culture” instead of awkwardly borrowing itWhy great paid social creative now needs both cultural cues and problem-solution clarityHow generational context shapes what kind of humor, references, and framing actually landWhat Super Bowl ads, street interviews, and creator-style content reveal about where attention is movingWho this is for:DTC operators, paid social teams, creative strategists, and founders who want better-performing ads without sounding like every other brand online.What to steal:Build ads that use native visual language from the feed, not polished brand-world aestheticsUse cultural references as permission to speak, not as the entire messageMatch creative tone to the audience’s deeper context, not just surface-level trendsTimestamps:00:00 Cultural elements in ads that actually work02:00 Cooperating with culture vs co-opting culture04:01 Why brand voice works differently now06:04 Generational marketing and millennial humor08:58 Relevance, intent, and permission to speak11:07 Why ads need to feel native and authentic13:14 Ad examples that build cultural relevance17:18 Creative systems and authentic brand messaging19:02 McDonald’s, Burger King, and authenticity in ads23:03 Why Super Bowl ads missed the mark27:08 Where the best ads are happening nowSubscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://www.pilothouse.co/?utm_source=AKNF593Follow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupWe co-authored The Conversational Report with Postscript to understand one simple question: when shoppers text brands back, what happens next? The punchline is uncomfortable. Customers treat texting like a real conversation, but most brands treat replies like a support inbox, or ignore them entirely. That gap is where a lot of abandoned carts live.Role-based hook: For DTC founders and operators scaling past $1M who want SMS to do more than broadcast promos, and want replies to turn into revenue plus better creative and PDPs.Mike Manheimer from Postscript joins to break down what the data says, why brands struggle operationally, and how AI changes the economics of responding quickly.What we get into:Why brands misread replies as “support,” and why that kills revenueThe consumer expectation gap, plus why 26% real time reply rate is a gift for anyone who executesThe easiest way to start: add one question to your welcome flow and watch what comes backTurning reply data into a weekly insight loop for PDP, creative angles, and offer clarityWhat a real playbook looks like beyond “send more promos”Who this is for: Retention, growth, CX, and founders who know SMS works, but feel like it has not matured into what it should be.What to steal:The “question mark” strategy for welcome and abandoned cart flowsA reply triage model that does not require headcount explosionsA simple way to turn conversations into segments you can act onPostscriptMikeReportTimestamps00:00 Why brands are wasting SMS potential02:00 The gap between brand assumptions and shopper behavior04:14 Why SMS should be treated like sales, not support06:00 The staffing problem behind slow SMS replies08:10 How Postscript’s conversational AI actually works11:20 Why fast replies create a better buying experience13:05 The LTV upside of real SMS relationships15:10 How to write SMS flows that get real responses18:12 The revenue and ROI from conversational SMS21:35 Why PDPs cannot answer every shopper question25:05 How SMS conversations create better customer insights31:20 The best conversational SMS playbook for brands37:45 Why one-way SMS is becoming obsoleteSubscribe 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. Kathrin Hamm (PhD Economics) didn’t set out to be a founder. She just wanted to sleep. One ugly “medical” weighted blanket fixed her insomnia… then made her realize the whole category was stuck in 30-year-old design, plastic beads, and overheating. So she rebuilt it from scratch with a chunky-knit, breathable form factor that looks like home decor, not a pharmacy product.Role-based hook: For DTC founders building a new category (or trying to escape the “Meta-only” trap) and scaling from early traction into real distribution.In this episode we get tactical on:Why Bearaby launched on Kickstarter to bypass “what even is this?” cold traffic frictionHow the product design (breathable chunky knit) became the marketingThe early growth engine: gifting + press + interior design circles, before paidA surprisingly underrated channel: TV/Netflix set placements as free cultural reachWhat changed on Meta: why creative strategists + creative diversity is now non-negotiableEurope expansion lessons: language, sleep habits, visuals, and humor are not transferableWho this is for: founders + marketers selling anything that requires education (sleep, wellness, new formats, “never seen this before” products).What to steal:Launch new categories where early adopters already are (Kickstarter) so you can teach before you sellBuild an earned pipeline (editors, designers, set decorators) that compounds for yearsTreat each country like its own market: copy, visuals, and cultural jokes includedTimestamps00:00 Bearaby origin story02:08 Discovering weighted blankets for sleep04:18 Why old weighted blankets failed08:05 Selling out the first 800 blankets10:10 Turning weighted blankets into a lifestyle brand14:20 Why Kickstarter and gifting worked18:15 Getting Bearaby onto Netflix sets20:45 Scaling through DTC, Amazon and retail24:45 Expanding Bearaby into Europe29:05 Germany launch and viral egg hats32:20 How Meta creative changed34:35 Dealing with copycats37:35 New product innovation beyond blankets42:00 Where Bearaby is headedSubscribe 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/signupJacob (Head of Meta at Pilothouse) joins Eric to break down what Meta’s actually rolling out right now, what’s hype, and what’s worth testing. They get into CASC (combined awareness + sales), Meta’s new AI “business assistant,” and a super practical creative testing feature that can even help you split-test landing pages without nuking social proof.For DTC founders + performance marketers scaling spend who need creative variety and cleaner measurement in Meta.In this episode, you’ll learn:Why most accounts are trending video-heavy (think ~70/30 video/static), and where statics still make sense (hint: retargeting).What CASC is trying to solve (awareness + sales in one campaign) and who’s most likely to get access first.How Meta’s AI assistant can speed up reporting… and why you still need to fact-check it.How to use Meta’s ad-level creative testing to quickly find winning hooks (and kill losers fast).A sneaky use case: split-test URLs (homepage vs PDP vs collection vs presell) using the same ad.Who this is for:Operators managing Meta at $50K+/mo who are feeling the “Andromeda” shift and need more creative throughput without turning the account into spaghetti.What to steal:Run 5-hook tests on one hero concept before you film 10 more “new” creatives.Use ad-level creative testing to test landing pages while keeping comments/likes intact.Treat AI insights as a junior analyst: fast drafts, then human verification.Timestamps:00:00 CASC explained and why Meta is combining awareness with sales02:05 Why consolidation and bigger budgets matter more in the Andromeda era04:05 Who CASC is for and when it makes sense to test05:10 Creative strategy for upper funnel: intent buckets and first 2 seconds08:05 Meta AI Business Assistant: what it can answer inside Ads Manager11:25 Creative Testing at the ad level: how the new feature works13:55 Using Creative Testing to split test landing pages without losing social proof16:10 Attribution changes: engaged views and Meta taking less credit18:25 Rollout notes and how to start using these updatesSubscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://www.pilothouse.co/?utm_source=AKNF591Follow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupOn this episode of the DTC Podcast, Eric sits down with Josh Suggs, founder of StreetTalk, and they break down how “Conversation Creative” is helping consumer brands appeal to today's audience preferences for raw, unscripted authenticity in their social feeds, while combatting headwinds brought on by Meta's Andromeda update. We talk frameworks, question design, editing loops, and why StreetTalk interviews drive KPI improvements across the full-funnel in under 45 seconds.Visit StreetTalk.com to get your brand out of the boardroom and into the streets!In this episode, we get into:How StreetTalk interviews can move someone from awareness → consideration → conversion in ~45 secondsThe difference between “random reactions” and direct response street ads (problem/solution, value props, use case)How StreetTalk briefs, shoots, edits, and tests concepts across major citiesWhere this fits inside an ad account (creative pillars + authenticity as a needed lane)What stops brands from doing it themselves (systems, reps, data, consistency)If you’re a brand with product-market fit already, running UGC, and looking to scale with creative diversity on Meta/TikTok/YouTube, this episode is a must-listenTimestamps0:00 Street Talk sells authenticity with street interview ads2:00 Josh’s origin story: Tabs Chocolate to first street reviews4:00 Building Street Talk fast with referrals (80 brands in a summer)6:00 Why man-on-the-street ads convert (full funnel in 45 seconds)8:00 Making street interviews direct response (hooks, pain points, value props)10:00 Where this fits in your ad account (creative diversity + authenticity)12:00 Results and wins (PrizePicks, ROAS improvements, scaling spend)14:00 Pricing, who it’s for, and why brands can’t easily DIY it16:00 The operational machine behind Street Talk (hosts, training, logistics)18:00 Platform playbook: Meta, TikTok, YouTube, TV, and repurposing clipsSubscribe 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/signupVida Delrahim (ex-Nike marketing leader) built WeNatal after two miscarriages, zero satisfying answers, and a pretty wild realization: fertility isn’t just “a women’s problem,” and the market was full of either overpriced clinic-only options or low-dose “pretty” prenatals that don’t move the needle.This episode is about two things: the product gap (his + hers fertility support, done like adults) and the go-to-market gap (how you grow a sensitive health brand without playing the paid media arms race).Role-based hook: For DTC founders building trust-heavy products (supplements, wellness, personal care) who can’t or won’t outspend VC brands.Tactical takeaways:Why WeNatal built around a medical board + research transparency instead of influencer “seeding”The doctor + midwife + doula channel as the real “creator engine”How premium packaging accidentally became UGC bait (and drove organic sharing)Why paid media flopped for them, and what worked better: education, SEO, panels, masterclasses, emailWhat “small batch, no fillers” actually means operationally (and why most brands avoid it)Who this is for:Founders/marketers in regulated or trust-sensitive categories who need compounding growth, not a one-time launch pop.What to steal:Build a lead magnet that’s actually useful (their free fertility masterclass model) → then nurture with emailGo win practitioner trust one office at a time (and let that credibility cascade into PR + podcasts + referrals)Make your packaging something people want on the counter (compliance = retention)Timestamps00:00 Why WeNatal exists02:00 Miscarriage, Hashimoto’s, and the wake-up call05:00 Men’s role in fertility and what the research says07:00 Treating fertility like a team sport11:00 The fertility crisis and why it’s tied to overall health16:00 Building the product: medical board, formulation, manufacturing18:00 How WeNatal grew without paid ads23:00 Pre, during, and postnatal use and retention26:00 Education-led growth: blogs, masterclass, panels, email30:00 Integrity vs hype in the supplement industry34:00 What’s next: Protein Plus and 2026 product bets37:00 OutroSubscribe 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/signupBraydon Germain from Pilothouse is back, and we go straight into the most practical question in DTC right now: how do you use AI to create more winning ads and systems without torching brand trust or wasting time prompting? We talk AI “employees,” creative production in the Andromeda era, and why concept volume matters more than ever.Role-Based Hook: For DTC founders + performance marketers scaling Meta spend while creative fatigue (and CAC) keep creeping up.In this episode, we get tactical on:“Clawbot/Maltbot” style AI agents that can operate a computer (and why security is the real bottleneck)How to use AI for Black Friday creative that stops the scroll but doesn’t scream “fake”Why Andromeda pushes you toward new concepts (not tiny headline/CTA tweaks)How to set ChatGPT custom instructions so it stops being a yes-man and starts pressure-testing your ideasMotion’s AI tagging + “chat with your ad data” workflows for faster creative strategy loops Who this is for:Media buyers, creative strategists, and founders who need more creative output, faster learnings, and fewer “we tested 30 ads and learned nothing” weeks.What to steal (quick wins):Use AI to generate weird-but-believable statics (organic-looking, scroll-stopping) instead of obvious AI artBuild a “mentor mode” prompt profile that actively calls out weak angles before you waste spendAudit your account for creative diversity and gaps (formats, audiences, hooks) before you brief your next batchTimestamps0:00 Using AI in ads without looking obviously AI2:00 Malt Bot and autonomous AI that can run a computer4:05 Bot social network drama and why “scary AI posts” go viral6:10 Black Friday AI creative workflow with Photoshop and subtle edits8:20 AI video trick: first frame + last frame for organic-looking shots10:20 Static ad creator tools for fast concept volume12:30 Andromeda creative testing: the 70% different rule and bucketing14:45 Custom instructions to make ChatGPT less of a people pleaser17:05 Building an AI-assisted newsletter system with Claude and podcast “brains”19:15 Staying plugged into AI communities and new ecommerce tools21:25 Motion app AI tagging and creative analysis for Meta ads23:30 Agent mode, security, and letting AI work while you sleepSubscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://www.pilothouse.co/?utm_source=AKNF589Follow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupKareem Raslan (co-founder of BrainGain) breaks down how a “25 dumbbells in a garage” COVID side-hustle turned into a home gym brand with 100,000+ customers across 30 countries. We talk heavy-product logistics, why “just run Meta” isn’t the whole story, and what it really takes to expand across Europe without margin leakage.For DTC operators selling high-AOV, physical products who want to expand beyond one market without getting crushed by fulfillment and localization.In this episode, we cover:Why BrainGain skipped dropshipping and went product-in-hand from day oneThe Europe expansion reality: VAT, language, regulations, and market-by-market nuanceWhy Germany can be the “logical” move… and still the hardest operationallyTheir channel strategy today: ~50% Amazon / ~50% Shopify, with Google doing the heavy liftingHow YouTube affiliates drive trust for high-consideration purchasesWho this is for:Founders and marketers selling heavy, high-AOV products (fitness, home goods, equipment) who need a real playbook for scaling across regions.What to steal:Build SKU-by-SKU unit economics so you know your true ceiling CAC (by market + channel)Use YouTube affiliates for “proof” when the purchase isn’t impulsiveAudit 3PL invoices line-by-line (surcharges hide everywhere)Timestamps0:00 BrainGain’s growth from garage sales to 100,000 customers2:00 How BrainGain started during COVID with Facebook Marketplace sales5:00 Post-lockdown demand, competing in “big and heavy” products7:00 Switching to Shopify and Amazon, building the brand online14:40 Expanding across Europe: VAT, regulations, and localization realities22:00 Channel mix breakdown: Amazon vs Shopify, Google vs Meta24:00 Why BrainGain is saying no to TikTok influencers and leaning into YouTube affiliates27:30 Picking the right 3PL in Europe and avoiding hidden surcharges31:00 Fulfillment cost levers: packaging thresholds, pallet rules, invoice audits34:10 SKU-level unit economics audit and setting a real CAC ceiling37:20 Pricing strategy: Shopify vs Amazon and controlling channel mix39:30 What US expansion could look like for heavy, bulky productsSubscribe 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/signupIf you’re a $5M+ brand owner or growth lead and Meta’s performance feels “fine but fragile,” this is probably why. Abby from Pilothouse breaks down how Andromeda changed the rules: targeting moved upstream into creative strategy, and the old “tiny tweaks + CTR tests” approach doesn’t survive in an AI-ranked feed.Role-Based Hook: For DTC brand owners and growth leads at $5M+ who need a real Meta strategy for creative testing, not more random volume.What you’ll learn (tactical + skimmable):Why “go broad” without segmentation is a strategy fail (and a fast way to spike frequency)The audience setup mistake that makes Meta hammer warm users instead of prospectingWhy micro-variants (same static, new headline) now read as boring to the algorithmThe new testing model: persona → concept → multiple formats (same message, different executions)How to use competitive pressure to sharpen your differentiation strategy (not copy angles)Who this is for: Owners + growth leads managing Meta as a core growth channel and trying to scale without wasting spend on over-frequency.What to steal:Ask your team for frequency split by new vs engaged vs existing over the last 30 daysBuild creative tests around a persona hypothesis, then ship 5 distinct formats (carousel, static, UGC, iPhone selfie, trend)Pressure-test messaging against competitors: “If we line up 5 brands, what do we say that only we can say?”Timestamps00:00 Andromeda changes how creative testing works02:00 Why broad targeting breaks without proper audience segments04:00 Frequency benchmarks and the prospecting mistake to watch06:00 Why the old “pilot test” headline testing stopped working08:00 Persona testing: turning pain points into ad angles10:00 Differentiators vs competitors when everyone sells the same USP12:00 The new testing stack: one concept, five creative formats15:00 Building personas with the four Cs plus competitor ad library18:00 Audit questions to ask your media buyer and creative strategistSubscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://www.pilothouse.co/?utm_source=AKNF587Follow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupLaura Cantor, VP of Marketing & E-commerce at New York & Company, shares the reality of transforming a legacy retail brand in the age of AI - and why nobody can do it alone.https://zenyt.ai/growIn this episode:🚀 Leading digital transformation at a legacy retail brand🤖 Using to find 500+ site issues (and the problems AI creates) zenyt.ai/start💻 Moving from Shopify Hydrogen to Liquid right before Black Friday🤝 Why partnerships replaced competition in retail🧠 AQ (Adaptability Quotient) - the skill that matters most📱 Building in public and learning together⚡ The reality of doing more with less in 2025🎯 Why every problem now has 10 AI solutions (and nobody knows which works)Key topics:- The shift from headless back to Liquid (and why simplicity won)- AI-powered site QA and the translation gap (zenyt.ai/start)- Why collaboration beats secrecy in the AI era- Post-COVID conference culture and community building- Adaptability and unlearning in real-time- NRF insights and retail trends for 2025- The calculus class we're all failing togetherTimestamps:0:00 - Intro1:30 - Laura's retail background (Ralph Lauren, J.Crew)2:10 - New York & Company's digital transformation journey4:40 - The biggest challenges: doing more with less8:15 - AI creates problems AND solutions (the QA challenge)15:50 - Why we moved from Hydrogen to Liquid21:10 - The post that resonated across the industry28:30 - Why partnerships matter more than competition now33:00 - How agile teams adopt AI tools36:35 - We're all failing calculus together39:00 - Adaptability Quotient (AQ) - the new essential skill44:50 - The power of clarity: translating robot to human52:30 - Why retail is fundamentally a people business55:45 - Upcoming events (eTail West, ShopTalk, Commerce Next)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/signup⁠Amazon Marketing Cloud (AMC) used to feel “enterprise-only.” Not anymore. Tyler Masur (Head of Amazon at Pilothouse) breaks down what AMC actually does, how to use the no-code templates without being a SQL wizard, and the audience overlays that make broad keywords finally make sense. Role-based hook: For Amazon operators and DTC teams spending real money on Sponsored Ads who want lower ACOS without sacrificing scale.In this episode, we get tactical on:What AMC is (and isn’t): audience building + deeper measurement layered on top of your existing console How to start with the no-code audience + analytics templates (and when AI-generated SQL helps) Why you should test AMC audiences in net-new campaigns (so you don’t accidentally choke your winners)The “broad keyword + qualified audience” play (example: bidding on “cooler” but only for outdoors browsers)Measuring DSP impact: what happens after someone sees DSP, then hits Sponsored Brands/Products Who this is for: Amazon managers, DTC founders, and growth teams trying to scale Sponsored Ads past the “set it and forget it” phase.What to steal:Build a “generic keyword” campaign, then overlay an in-market audience (nodes/categories) so you can bid higher without paying for junk clicks.Keep audience tests isolated in new campaigns; don’t jam audiences into legacy structures and hope.Run the AMC overlap reporting to spot the campaigns that actually increase conversion when paired together (then fund those).Timestamps:0:00 Amazon Marketing Cloud is now open to all sellers2:05 What AMC actually does: audiences and analytics4:10 No-code templates vs custom SQL queries (and the built-in AI helper)6:10 Audience targeting strategy to improve ACoS without over-narrowing8:55 Using prebuilt analytics to see which campaigns lift conversion together11:10 When AMC becomes worth it based on ad spend and effort required13:15 How Pilothouse uses AI day-to-day for Amazon work (including Rufus content)15:20 Measuring DSP incrementality and overlap with sponsored ads using AMC reports17:30 Platform notes: Amazon layoffs and the OpenAI + Amazon speculationSubscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://www.pilothouse.co/?utm_source=AKNF585Follow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signupBushbalm co-founder David Gaylord returns for his third appearance on the pod — and he brought receipts.The brand just pulled off one of the most impressive growth runs in DTC:70% YoY revenue growth18,000+ waxing salon accounts (up from 2,000 in 2023)Expanded shelf space at Ulta BeautyFocused DTC growth (+25%) while spending less on MetaWe unpack how they’ve built a growth machine that’s lean, durable, and built on word of mouth — not channel sprawl.For DTC brands thinking bigger than Meta ads.Why their pro channel is the ultimate word-of-mouth flywheelHow they invest $200K+ into retail the right wayWhat goes into planning a product launch 2 years outWhy pulling back on Meta actually helped retentionHow exclusivity (not everywhere all at once) became their moatWho this is for: Brands navigating retail, trade marketing, or B2B scaleWhat to steal:How to anchor your retail bet on ONE whale by building deepBuild demand from the pros outwardTreat your best partners like real channels (with loyalty perks + exclusive SKUs)Timestamps00:00 Bushbalm’s 70% growth and shift to profitability02:30 Why retail and the pro channel now drive the business06:20 Going deep with one key retailer instead of many09:40 How trade marketing and in-store displays impact sales12:30 DTC growth, Meta ads, and changing channel priorities18:00 Launching exclusive products through the pro channel22:00 Simplifying DTC assortments to improve performance25:00 Category rewiring in hair removal and skincare31:40 Expanding shelf space versus adding new retailers37:00 Building a sustainable, profitable growth engineHashtags#DTCPodcast #Bushbalm #DavidGaylord #DTC #Ecommerce #RetailStrategy #BeautyBrand #FounderJourney #RetailMarketing #ProChannel #UltaBeauty #BrandGrowth #Omnichannel 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