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Scalability School

Scalability School

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Scalability School is your cheat code for building a more profitable DTC brand or agency. We break down tactical strategies, real-time wins, and tough lessons from three powerful perspectives: operator, agency, and community. It's not theory—it's what's actually working in the wild. Skip the fluff, steal what works, and scale with confidence.2025 Economía Gestión y Liderazgo Liderazgo Marketing Marketing y Ventas
Episodios
  • How to Build a 9-Figure Performance Creative Team | Joanna Wallace

    How to Build a 9-Figure Performance Creative Team | Joanna Wallace
    Aug 13 2026
    How do you build a performance creative team for a DTC brand? Start with the most experienced hire you can afford, a director-level player-coach for nine-figure brands, a senior agency-trained strategist for smaller ones, and let them build the team top-down, using freelancers to fill gaps while full-time roles get approved. Match output goals to headcount, because ad volume is determined by team size, and vet every candidate with a paid assessment that tests both craft and how they use AI. Building a performance creative team starts with hiring the most experienced brain you can afford, a director-level player-coach, then filling in strategists, editors, designers, and a creator manager around them. In this episode, Andrew Foxwell and Brad Ploch sit down with Joanna Wallace, who founded the creative department at HexClad and served as VP of Creative Strategy at Birddogs, to map out exactly who to hire, in what order, what they cost, and how to test them before you commit millions in ad spend to their strategy. We discuss: Why going cheap on your first creative hire is the most expensive mistake in DTCWhat a creative strategy director actually costs in 2026 (It's not what you think) and whyWhy your ad volume is determined by your team size, full stopWhy agency experience beats brand-side experience for strategist hiresHow to run paid assessments that expose AI-generated word saladThe coordinator role: the smartest entry point into creative strategy Join The Scalability School Newsletter: https://www.scalabilityschool.com/scalability-newsletter Connect with Joanna Wallace: https://www.linkedin.com/in/joannasloamewallace/ Joanna's creative strategist evaluation template: To connect with Andrew Foxwell send an email Andrew@foxwelldigital.com To connect with Brad Ploch send him a DM at https://x.com/brad_ploch To connect with Zach Stuck send him a DM at https://x.com/zachmstuck Learn more about the Foxwell Founders Community at https://foxwellfounders.com Learn more about the The Hive Haus Creators Community at http://HiveHausUGC.com. This episode of the Scalability School podcast is sponsored by NorthBeam and they just launched Northbeam Incrementality. Northbeam Incrementality gives you easy, automated, self-service incrementality tests, while protecting you from the major mistakes so many people make while running incrementality tests. Your MTA handles the daily tactics, your MMM guides the long-term planning, and Incrementality provides the causal truth. It's a closed loop that allows you to scale what works and cut what doesn't. Right now when you head over to www.northbeam.io/incrementality, they're offering Scalability School listeners 50% off unlimited tests for a year when you join. Just tell them we sent you! Scalability School is the podcast for DTC media buyers and e-commerce operators who want to scale profitably — hosted by Andrew Foxwell, Brad Ploch, and Zach Stuck. Chapters 00:00 How to build a performance creative team for a DTC brand02:02 The #1 hiring mistake: going cheap on your first creative hire03:04 What a creative strategy director costs in 202605:06 Player-coach: what the director does in the first six months09:10 Why ad volume is determined by team size13:13 The hiring order for seven-figure brands18:18 Why agency experience beats brand-side experience21:21 What nine-figure creative teams do differently25:24 Sharing creative learnings across the whole company31:27 Where to find great creative strategists37:36 How to evaluate candidates with paid assessments41:38 How to break into creative strategy (the coordinator route)47:43 How to keep a creative team from burning out
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    56 m
  • Why AI Is Making Creative Strategists Lazy (And How to Fix It) | Hannah Houg & Matthew Gattozzi

    Why AI Is Making Creative Strategists Lazy (And How to Fix It) | Hannah Houg & Matthew Gattozzi
    Jul 30 2026
    In this episode, Andrew Foxwell and Brad Ploch sit down with Hannah Houg and Matthew Gattozzi to answer the question every team is quietly avoiding: how do you use AI for creative strategy without losing the judgment that makes ads work? The short answer is that you bring AI a hypothesis instead of asking it for one. You'll learn which four parts of the process to protect from AI entirely, why the briefing stage is where ad quality actually degrades, and how to give your strategists room to think without torching your output. Hannah has built ads and campaigns for 300+ DTC brands. Matthew's studio has driven $100M+ in client revenue. Both use AI daily. Both have watched it quietly weaken the same muscle they get paid for. We discuss: Why every creative brief in the space suddenly looks the sameThe difference between AI helping your research and AI writing your hypothesisWhy AI is good at following rules and bad at breaking them, and why that matters for scaleHow Hannah lost the ability to write a script after a few months of AI-first draftingWhat a genuinely good AI input looks like (and why it's built before you open the tool)The one-sentence goal every brief needs before anyone writes a wordWhy building 7 personas on a $10k/month budget is a math problem, not a strategyWhat "deep context" actually means, and why most teams don't have itWhy the efficiency-vs-quality fight is a leadership conversation, not a tools conversation Join The Scalability School Newsletter: https://www.scalabilityschool.com/scalability-newsletter This episode is sponsored by Proppel, the hiring agency that has placed more than 75 employees for Foxwell Founders members. Get 10% off your first hire when you mention the Scalability School Podcast: https://www.weareproppel.com/foxwell-founders-proppel This episode of the Scalability School podcast is sponsored by NorthBeam and they just launched Northbeam Incrementality. Northbeam Incrementality gives you easy, automated, self-service incrementality tests, while protecting you from the major mistakes so many people make while running incrementality tests. Your MTA handles the daily tactics, your MMM guides the long-term planning, and Incrementality provides the causal truth. It's a closed loop that allows you to scale what works and cut what doesn't. Right now when you head over to www.northbeam.io/incrementality, they're offering Scalability School listeners 50% off unlimited tests for a year when you join. Just tell them we sent you! To connect with Hannah Houg send a DM at: https://x.com/hannahhoug To connect with Matthew Gattozzi send a DM at: https://x.com/MatthewGattozzi To connect with Andrew Foxwell send an email Andrew@foxwelldigital.com To connect with Brad Ploch send him a DM at https://x.com/brad_ploch To connect with Zach Stuck send him a DM at https://x.com/zachmstuck Learn more about the Foxwell Founders Community at https://foxwellfounders.com Learn more about the The Hive Haus Creators Community at http://HiveHausUGC.com. Chapters 00:00 Intro: why AI creative strategy is producing the same ads everywhere 04:08 Why every creative brief suddenly looks the same 07:18 What makes a great ad, and why AI can't break rules 10:22 Is research or briefing where AI actually hurts ad quality? 12:26 Why AI can't come up with the big idea 14:33 The danger of letting AI write your hypothesis 16:39 How AI quietly degrades your copywriting muscle 19:45 How to find an insight before you open AI 25:55 Why hyper-specific creative is winning on Meta right now 29:57 Why your team needs space to think, not more output 30:58 Has any LLM actually cracked ad copywriting? 33:00 Why creator talent match beats a perfect script 37:07 What a good AI input actually looks like 40:10 The one-sentence goal every creative brief needs 44:14 The persona trap that sinks small ad budgets 47:21 What "deep context" actually means 50:24 Why strategists want to slow down while owners push efficiency 53:27 Why this is a leadership problem, not a tools problem 56:32 Break your margins today for performance later 57:32 Bonus: the Michigan method
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    59 m
  • Meta Is Reading Your Landing Page (Most Media Buyers Have No Idea)

    Meta Is Reading Your Landing Page (Most Media Buyers Have No Idea)
    Jul 16 2026
    Brad and Zach go deep on the single biggest scaling lever most media buyers are ignoring: the landing page. The spine of the episode is a mindset shift, meaning you can scale spend without new creative, new offers, or more discounting. You scale with pages. They open with creative-to-lander congruency: the ad makes a promise and the page has to keep it. Zach shares how MarsMen now runs 33 active landing pages organized by roughly 10 messaging pillars (aging, cortisol, energy, weight loss, GLP-1, TRT vs. natural), and the company has a hard rule that no ad launches without a congruent page behind it. The reason goes beyond conversion rate: Meta's Andromeda algorithm is reading the landing page itself. Page copy is a targeting signal, not just a destination. Brad backs this with a case study: a client sending all traffic to a PDP ($41K in spend) duplicated the exact same creative to a "5 Reasons Why" page. Same spend level, substantially better ROAS, lower CPMR, and the age breakdown showed 45+ ripping harder than ever. Same ad, new audience, unlocked entirely by the page. From there they cover the format progression (listicle → advertorial → dynamic hybrid page → quiz), the specific page elements that matter (comparison charts, clear single CTA, social proof, FAQ, shoppable PDP sections injected below listicles), how to structure tests inside the ad account, kill criteria (48 hours at MarsMen's spend level, plus a "graveyard campaign" with cost controls to separate creative problems from page problems), what "winning" actually means (net new spend volume added to the account, not just beating the PDP head-to-head), and reporting (spend velocity as the success metric, heat maps, and session recordings, including one recording session that led to a single button change worth +20% revenue per session). The episode closes with the getting-started playbook: don't reinvent the template. Go pull the landers from the biggest spenders in Motion or any ad-tracking tool and copy the structure, because they all run nearly the same one. The real bottleneck is copywriting, which is much harder than people think (raw AI output without heavy pre-prompting gets you "shit copy with a bunch of em dashes"), and perfectionism: your landing pages can be uglier than your website, and your ads can be uglier than your landing pages. Use your brand font and colors, but if it's not perfect, get started. Key Takeaways Did you know Meta's Andromeda algorithm is reading your landing page copy, not just your ad, and using it to decide who sees your ads? How one brand took the exact same ad, swaped the PDP for a "5 Reasons Why" page, and matched $41K in spend at a substantially better ROAS while unlocking an entirely new age demo. What if you could scale spend without a single new creative, new offer, or deeper discount, using only landing pages? Why "my lander beat the PDP" is the wrong definition of a winning landing page test. What watching just 20 session recordings revealed that a single button change fixed. Why MarsMen refuses to launch any ad that doesn't have a congruent landing page behind it, and how they actively enforce it with 33 live landing pages. Why nearly ALL nine-figure brands run the same landing page template, and why this one thing (and not design) is the real reason your pages take forever to ship. This episode of the Scalability School podcast is sponsored by NorthBeam and they just launched Northbeam Incrementality. Northbeam Incrementality gives you easy, automated, self-service incrementality tests, while protecting you from the major mistakes so many people make while running incrementality tests. Your MTA handles the daily tactics, your MMM guides the long-term planning, and Incrementality provides the causal truth. It's a closed loop that allows you to scale what works and cut what doesn't. Right now when you head over to www.northbeam.io/incrementality, they're offering Scalability School listeners 50% off unlimited tests for a year when you join. Just tell them we sent you! Chapters 00:00 – Intro 02:42 – Creative and lander congruency: the ad makes a promise, the page has to keep it 04:20 – Mars's 33 landing pages and the "no ad without a congruent page" rule 06:48 – Organizing pages by pillar and how wide to go 09:04 – Case study: same creative, $41K PDP vs. 5 Reasons Why page (and the 45+ audience unlock) 11:27 – "Andromeda is reading the page, not just the ad" 12:52 – What CPMR is and why it's debatable as a metric 13:54 – The landing page format progression: listicle → advertorial → dynamic page → quiz 16:51 – The elements that actually move the needle on a listicle 20:48 – Testing individual page elements and the spend velocity you need to validate 23:46 – How pages get launched into the ad account (3 net new funnels a week) 26:44 – What a "win" actually is: adding net new spend volume 29:01 – Kill criteria: 48 hours and the graveyard campaign 30:08 – ...
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    46 m
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