Episodios

  • Scaling DTC Without Breaking Cash Flow

    Scaling DTC Without Breaking Cash Flow
    Feb 11 2026

    In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard tackle one of the most common—and most misunderstood—questions in direct-to-consumer marketing: How do you budget for DTC when there is no fixed budget?

    They explain why traditional retail budgeting models break down in a modern, multi-channel DTC world and why brands must instead focus on cost per acquisition, lifetime customer value, and scalable economics rather than preset annual spend limits.

    Mark walks through how to calculate customer value across one-time purchases, replenishment products, and subscriptions—and why the brands that win are the ones willing to spend the most to acquire customers while maintaining discipline. The conversation highlights how cash flow timing, manufacturing capacity, market size, and media efficiency all act as real constraints on DTC growth.

    Using analogies like slot machines vs. vending machines, the episode breaks down how DTC campaigns evolve from unpredictable experimentation into repeatable, scalable systems—and why each new channel resets the learning curve.

    The episode closes with a candid reminder: while direct-to-consumer CPG offers one of the fastest paths to building massive value, it requires resilience, patience, and a tolerance for risk—along with experienced partners who understand how to navigate constant change.
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    33 m
  • Scaling Smart: How to Grow Without Giving Up Control

    Scaling Smart: How to Grow Without Giving Up Control
    Jan 26 2026
    Quitting a cushy job at American Airlines to sell recipe cards? Sounds crazy—until you realize it's an eight-figure business. Josh Hadley, host of the podcast Ecomm Breakthrough and founder of Hadley Designs, shares how he and his wife turned a passion for design into a scaling e-commerce brand. From moonlighting in the corporate world to leveraging Amazon arbitrage, Josh breaks down the gritty truths, painful lessons, and hidden strategies that led to explosive growth—without raising a dime in funding. You'll learn: • Why your cash conversion cycle might be killing your growth • The Amazon era is over—where smart CPG brands are moving next • How to scale without giving away your company Listen now and rethink what it really takes to grow a CPG brand that lasts.
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    55 m
  • Creative vs. Frequency: What Really Drives Ad Performance?

    Creative vs. Frequency: What Really Drives Ad Performance?
    Jan 13 2026
    Most brands fail—not because their ads are bad, but because they're not seen enough. In this episode, Mark and Justin unpack the misunderstood power of frequency and how it drives real results in CPG advertising. You'll learn how often consumers really need to see your message before they act, why "being a little bit pregnant" with your budget leads to wasted spend, and how to engineer frequency that converts—even on a tight budget. • The science behind the "rule of 7" vs. the "rule of 17" • How creative quality impacts frequency effectiveness • Why spreading your ad dollars too thin is a losing game • How to pick media platforms that maximize impact Listen now and make sure your next campaign actually breaks through.

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    42 m
  • Seasonal Retail: How to Win Big Without Taking Big Hits

    Seasonal Retail: How to Win Big Without Taking Big Hits
    Dec 15 2025
    A big seasonal order might look like a win—but it can quietly crush your margins if you're not careful. In this episode, Mark and Justin break down the real mechanics of seasonal (in-and-out) retail: how timing, payment terms, inventory risk, and retailer behavior can make or break your business. They share practical insights from real CPG brands, plus hard-earned lessons on managing product life cycles across retail sectors. You'll walk away knowing exactly how to evaluate seasonal opportunities—and how to protect your bottom line while still seizing growth. • Why "Pay on Scan" isn't always what it seems • How retailers shift inventory risk back to YOU • What most brands get wrong about replenishment • The markdown strategy you should plan before you ship Listen now to avoid costly seasonal missteps.
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    40 m
  • Primal Intelligence: Your Superpower AI Can't Touch w/ Angus Fletcher

    Primal Intelligence: Your Superpower AI Can't Touch w/ Angus Fletcher
    Dec 3 2025
    What if the smartest tool in your business isn't a dashboard or a spreadsheet—but your own brain? Dr. Angus Fletcher, author of Primal Intelligence, joins Mark and Justin to dismantle the myth that data and AI are the future of innovation. From working with U.S. Army Special Operations to decoding Shakespeare and Pixar, Angus reveals the four brain processes that drive human ingenuity in chaotic environments—and how entrepreneurs can reclaim their innate edge. You'll learn: • Why human intuition trumps data in uncertain markets • The neuroscience of storytelling and how it builds plans that actually work • How to shift from optimization to innovation • Why most marketing is mid—and how to fix it Ready to build a brand that breaks through instead of blends in? Listen now.
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    1 h y 9 m
  • Former Mega Brand Executive Reveals the Secrets to Retail Success w/ Tony Guilliano

    Former Mega Brand Executive Reveals the Secrets to Retail Success w/ Tony Guilliano
    Nov 18 2025

    When you've been category captain at brands like Coppertone and Dial, shelf space is handed to you. But what happens when you leave the big leagues and start from zero?

    In this episode, Tony Guiliano shares the raw, behind-the-scenes story of going from running household names to helping Blue Lizard, an unknown sunscreen brand, break into retail and change the game.

    He shares war stories, unexpected lessons, and real tactics any challenger brand can use to compete (and win) against giant brands.

    What you'll learn:

    • The dangerous assumptions big-brand marketers make in startups
    • How Blue Lizard flipped the retail model to avoid slotting and returns
    • Why authenticity and brand integrity matter more than ever
    • The power of sampling, grassroots strategy, and real customer demand

    Listen now to learn how to outthink—not outspend—the competition.
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    55 m
  • Celebrity Deals Decoded: Real Talk from Both Sides of the Table

    Celebrity Deals Decoded: Real Talk from Both Sides of the Table
    Nov 4 2025
    How do you hire a celebrity for your CPG brand without getting burned? In this episode, Mark and Justin pull back the curtain on the celebrity endorsement game — from navigating inflated egos to structuring deals that actually make sense. Mark shares rare insight as someone who's been on both sides of the table — managing talent and negotiating for brands — and lays out the hidden traps most companies don't see coming. You'll learn: • Why "we'll give you equity" almost never works • How to avoid overpaying (or under-leveraging) celebrity talent • The surprising way exposure can hurt a brand and a celebrity • What managers really look for when saying yes to a product Want a celebrity to actually sell your product — not just show up? Start here. 👉 Listen now to decode the playbook before you spend a dime.
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    54 m
  • The #1 Way CPG Brands Destroy Their Credibility

    The #1 Way CPG Brands Destroy Their Credibility
    Oct 22 2025
    Most brand leaders say they value transparency — but few truly live it.
In this episode, Mark and Justin pull back the curtain on what honesty really looks like inside a CPG business — from your marketing claims to your retailer relationships to the way you work with your agency. They explain why every shortcut built on exaggeration eventually destroys credibility — and how facing hard truths can actually accelerate your growth, deepen partnerships, and open up surprising new opportunities. You'll learn: • Why all progress starts with the truth (and how to find it in your brand) • The #1 lie that kills credibility with retailers — and how to fix it • What happens when you're not honest with your agency or your team Listen now and discover why the most profitable brands are also the most transparent.
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    22 m