Future of Consumer Marketing – Details, episodes & analysis

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Amy Carr, Chief Marketing and Digital Officer at ThirdLove. With a unique background spanning from auditing at Arthur Andersen to leadership roles at Gap and Sephora, Amy brings an analytical mindset to the creative world of marketing. At ThirdLove, she's transforming their approach by balancing data-driven performance marketing with emotional brand storytelling while simplifying their technology stack. Amy shares insights on how ThirdLove differentiates itself in the intimate apparel market with innovative sizing (including half-cup sizes), solving real fit problems, and creating marketing that moves beyond transactional promotions to emotional connections.

• Transitioning from finance (CPA) to marketing leadership in retail
• Differences in ecommerce strategies between beauty and apparel
• Building a comprehensive marketing team with the right agency partners
• Leveraging personalization technology to enhance customer experience
• The challenge of considered purchases in DTC marketing
• Moving away from feature-focused marketing toward emotional brand storytelling
• Future of consumer marketing becoming more circular and less linear with AI

In this episode of The Future of Consumer Marketing, Lucas London, Co-Founder of Lick Home, reveals how he identified a fundamental gap in the paint industry: while competitors were focused on manufacturing efficiencies, no one was solving the core customer problem of colour selection confidence. Launching precisely on the day COVID lockdowns were announced, Lick has evolved from an online-only DTC model to a sophisticated omnichannel business with a projected £13-15 million in revenue this year. Their manufacturing-on-demand supply chain delivers industry-leading margins while their community-powered content engine has created a flywheel effect that traditional paint brands have been unable to replicate.

• The counterintuitive data showing 90% of customers research paint online but 90% purchase offline
• Designing a manufacturing-on-demand supply chain that delivers high margins and low inventory costs
• The optimal colour palette size (100 colours) determined through extensive customer testing
• How colour trends are shifting from the "grey decade" to bolder expressions of identity
• Quantifying offline channel growth (470% YoY) through strategic retail partnerships
• European expansion strategy into France and Germany
• Their atypical B Corp certification process as an early-stage startup

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Adam Schoenberg, Chief Marketing and Operations Officer at Hodinkee, the premier editorial destination for watch enthusiasts worldwide. With over 2.5 million monthly unique visitors, Hodinkee has established itself as the "New York Times for wristwatches." Adam shares how the company evolved from a trusted editorial voice to an explosive commerce business during the pandemic, and then strategically pivoted back to its media roots after acquisition by the Watches of Switzerland Group. As a career founder turned executive, Schoenberg offers a unique perspective on brand building, community development, and the pitfalls of over-commercializing content platforms.

• Transitioning from a founder to an executive role and applying entrepreneurial skills in a corporate environment

• The evolution of Hodinkee's business model from pure content to commerce and back to a media-focused approach

• Building and maintaining trust with a passionate, high-income niche audience

• Navigating the rise of social media personalities and influencers in the watch space

• The crucial balancing act between monetization and maintaining editorial integrity

• Managing a strategic business model shift without alienating core community members

• The limitations of AI in creating specialized, high-quality editorial content

• Rebuilding brand foundations after periods of rapid, capital-fueled growth

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Malte Häusler, Founder and CEO of Timeless Investments. Initially backed by Porsche for a blockchain-based car documentation platform, Timeless pivoted to become an alternative investment marketplace that has raised over €30 million. Their platform enables fractional ownership of high-value collectibles starting at just €50, making previously inaccessible asset classes like rare watches, classic cars, iconic sneakers, and vintage whiskeys available to retail investors. Throughout the conversation, Malte breaks down their journey from initial product-market misalignment to creating a marketplace that consistently delivers 30% annualized returns while utilizing blockchain as backend infrastructure rather than consumer-facing technology.

• The Knight Frank Collectible Luxury Index showing 136% 10-year returns vs. MSCI World's 93%
• Whiskey's exceptional performance at 260% profit over a decade as the top-performing collectible asset
• Evolution from a Porsche-backed blockchain car documentation platform to investment marketplace
• Supply-demand balancing strategies during different growth phases
• The costly failure of mass-market influencer campaigns vs. niche influencer success (40% investor conversion)
• Secondary marketplace development to connect private collectors with retail investors
• WhatsApp-based community engagement strategies and €5,000 minimum Collectors Club model
• The monetization stack: sourcing arbitrage, tokenization fees, asset management fees, and trading commissions
• Category-specific investment criteria for sneakers (vintage, deceased athletes) vs. whiskey (closed distilleries)
• Blockchain implementation as infrastructure efficiency tool rather than consumer value proposition

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Daricus Releford, CEO and Co-Founder of StoreCash. StoreCash is disrupting the cashback space by maximizing customer returns through a subscription model that delivers 7-15% savings across 400+ major retailers. Unlike traditional cashback platforms that keep a portion of merchant commissions, StoreCash passes maximum value to customers for a $24 annual fee. The company has reached nearly $1M ARR by targeting budget-conscious consumers, primarily women aged 30-36, many of whom are mothers. Through strategic paid acquisition and market education, Daricus has built a sustainable consumer fintech business while navigating the unique challenges of mobile app monetization.

• Transitioning from B2B big tech roles to consumer app entrepreneurship

• Discovering and pivoting to the right ICP through data-driven insights

• Building a subscription model that maximizes customer value over platform profits

• Navigating Facebook advertising limitations and scaling challenges

• Working with performance marketing agencies vs. in-house teams

• Balancing customer feedback with forward-thinking product decisions

• Market education strategies for disrupting established cashback platforms

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Hannah Keyser, Vice President of Marketing at Scenthound. Scenthound is disrupting the pet care industry by creating a membership-based model focused on routine hygiene and wellness care for dogs - addressing a gap between traditional grooming (focused on aesthetics) and basic health maintenance that every dog needs. Through their innovative franchise model and community-driven marketing approach, they've built a scalable business that transforms how pet parents think about dog care while creating viral sharing opportunities around pet health "report cards."

• Building a test-and-learn marketing philosophy across multiple channels

• Creating viral sharing mechanisms through pet health report cards

• Balancing national brand marketing with local franchise support

• Developing community-based marketing strategies for pet care services

• Managing marketing for both corporate locations and franchise partners

• Leveraging the emotional connection between pet parents and their dogs

• Scaling authentic community engagement across diverse franchise locations

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Patrick Buchanan, Senior Vice President of Marketing at Lulus. Patrick shares how he's building a brand focused on empowering women through authentic storytelling and community-driven marketing. From his early days in product placement working with celebrities like Zac Efron and Kobe Bryant, to scaling marketing teams of nearly 50 people, Patrick reveals the strategic approach behind Lulus' recent momentum - including their current Globetrotter campaign that's driving all-time high brand equity scores across billboards in New York, Nashville, and Miami.

• Scaling from product placement to brand marketing leadership across multiple celebrity-backed brands

• Building and managing marketing teams of nearly 50 people across brand, creative, and go-to-market functions

• Creating campaigns that drive measurable brand equity while maintaining authentic community connection

• Balancing performance marketing with creative brand work to maximize efficiency and results

• Developing clear KPIs and post-campaign scorecards to measure success and extract learnings

• Leveraging storytelling backgrounds from journalism to create marketing that transports audiences

• Managing celebrity partnerships and product placement in an evolving influencer landscape

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Jacqueline Parisi, Head of Marketing at Elektra Health. Elektra Health is revolutionizing women's healthcare by providing comprehensive menopause care through telemedicine, combining clinical treatment with wraparound support services like menopause doulas, education, and community. Operating primarily in New York and Connecticut, they're tackling the massive gap in menopause care where only one specialist exists for every 26,000 U.S. women, and 70% of women seeking care don't receive treatment. Through strategic insurance partnerships and localized marketing, Elektra Health has achieved network coverage for four out of every five New York women while becoming the first virtual menopause provider to accept Medicaid and Medicare.

• Building a data-driven marketing culture in healthcare

• Navigating complex insurance partnerships and state-by-state expansion

• Marketing in emotionally charged healthcare categories

• Balancing consumer acquisition with B2B health plan relationships

• Scaling localized marketing strategies

• Differentiating in a crowded emerging market

• Managing information overload in newly destigmatized health categories

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Hilary Strong, CMO of smol, the UK-based challenger brand disrupting the laundry and cleaning category. Founded in 2018 by two ex-Unilever colleagues, smol has revolutionized how consumers buy cleaning products by combining D2C subscription delivery with sustainable, high-performance products at accessible prices. Hilary shares how they've built a brand that customers proudly display rather than hide under the sink, while maintaining competitive pricing against mass market giants like Unilever and P&G.

• Dual disruption strategy: simultaneously changing product and distribution models

• Balancing sustainability with performance and accessible pricing

• Creating desirable aesthetics in traditionally hidden product categories

• Organizational structure: splitting CMO and Chief Growth Officer roles

• Upper funnel brand building vs. performance marketing allocation

• International expansion challenges in France and Germany

• Consumer behavior evolution around ingredient transparency and sustainability

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Galahad Clark, founder and CEO of Vivobarefoot. Clark is leading a rebellion against "Big Shoe" - the $24 billion global footwear industry dominated by Nike and Adidas. Coming from a 200-year-old Quaker shoemaking family, Clark pivoted from traditional footwear to create barefoot shoes that prioritize foot health over fashion trends. Despite facing near-bankruptcy in the early years, Vivobarefoot has grown into a $120 million business by targeting "conscious mavericks" and building a community-driven brand that challenges conventional wisdom about what shoes should be.

• Challenging established industries through education-based marketing

• Building a direct-to-community brand in a fashion-driven category

• Transitioning from performance marketing to brand marketing at scale

• Creating custom, localized manufacturing through 3D printing technology

• Positioning against industry giants while maintaining authenticity

• Leveraging truth providers and domain experts for credibility

• Balancing rational health messaging with emotional brand appeals