Building a DTC Brand in a Category Nobody Knows Exists | Gene Oh, Day—Guard

Building a DTC Brand in a Category Nobody Knows Exists | Gene Oh, Day—Guard

6 months into your launch, the data shows you're targeting the wrong customer. Do you pivot the entire brand, or push through with what you've got? In this episode of Ecom Growth Insider, Gene Oh, co-founder of day-guard, walks through how he and his best friend Felix Lee brought Korea's jelly-stick alcohol-aid category to the United States. Day Guard was featured in Forbes in February (the article went viral and drove their first NYC distribution deal across a few hundred convenience stores and bodegas). Their cap table includes Magic Spoon's Gabi Lewis and Rip Van's Marco De Leon as investors. Gene turned down a guaranteed med school spot in Brown's PLME, an 8-year combined BA/MD program, to build day-guard with Felix. Gene's category creation playbook: Anchor cultural credibility through the country of origin. Make the novel form factor the selling point. Build retention loops because the pain isn't felt at point of purchase. Pivot the entire brand the moment customer data demands it. In this episode: - How Gene tested 3 flavors with 500 sticks across Brown bars to lock down his ICP before manufacturing - Why "insurance for when you drink" outperformed every other positioning for a product he can't legally call a hangover cure - The customer data that flipped his real ICP from college students to 29-44 year old urban millennials - Why he killed the original brand and reformulated the product 6 months into launch - How one Forbes feature drove a few hundred thousand views and turned into Day Guard's first retail distribution deal - The channel mix that's actually moving the needle (Meta, Amazon, DTC) and where TikTok Shop fits next - The creative volume target: 20 ads per week minimum, around 100 active in testing at scale - Why founder-led marketing on Instagram made Meta ad performance better - Why Gene treats ROAS as a vanity metric and what he tracks instead (CAC, retention, LTV) - The 10-year vision: become America's joystick company across sleep, creatine, energy, and skin Chapters: 00:00 PLME dropout selling jelly sticks at 3am 02:27 The instinct to build something, not just consume it 04:29 How medical training shaped the formulation 06:03 ICP research at Brown bars: 500 sticks, 3 flavors, 2 months 09:38 Will the jelly-stick category translate outside Korea? 12:17 Creating demand for a category nobody knows exists 13:34 The no-pain-yet problem: retention plus retail unlock 18:07 Writing copy when you can't legally say "hangover" 19:43 Why they rebranded AND reformulated 6 months in 24:04 The daily liver play: expanding beyond hangover 25:47 What's actually moving the needle right now 28:35 Should every e-com founder build a personal brand? 30:38 Why they still do offline despite Meta scale 32:10 How to ignore every shiny object 35:38 The creative volume target: 20 ads per week 36:28 The 10-year vision for the alcohol-aid market 38:29 Lightning round 43:48 Where to find Gene Connect with Gene: Instagram: https://www.instagram.com/geneo.h/ Day Guard on Instagram: https://www.instagram.com/takedayguard/ Text Gene directly: (781) 467-9870 Day Guard: https://www.dayguard.com/ Ecom Growth Insider is the podcast for e-commerce founders who want to scale profitably. New episodes weekly on paid media, CRO, offer strategy, and operating systems that actually move the needle. More episodes and newsletter: https://ecomgrowthinsider.com Work with HoloGrowth: https://hologrowth.com

Carl Weische: The CRO Playbook Behind AG1, Huel & Vessi (Fix AOV First)

If your ROAS or MER tanks the moment you push more spend through, this episode is for you. Carl Weische is the founder of Accelerated Agency and runs CRO for brands like AG1, Huel, Vessi, The Oodie, and 200+ more 8, 9, and 10 figure DTC companies. He joins Andrej on Ecom Growth Insider to break down the exact system he uses to turn CRO into a profit lever from the ad click all the way to the thank-you page. If your return on ad spend is dropping every time you try to scale, Carl's decision tree is simple: Fix AOV first. Fix conversion rate second. Add presell pages only when you hit a true glass ceiling. In this episode: - The 3-tier bundle SOP Carl uses to lift AOV 15 to 25% - Why revenue per user is the only CRO metric that matters, and the AOV vs conversion rate trap most founders fall into - When presell and advertorial pages actually pay off (and when they waste ad budget) - The first things Carl audits on any store before he touches a test - The four real reasons customers abandon checkout - How to raise perceived value without killing margin through discounts - Why AI is about to widen the gap between elite and average marketers - Realistic testing cadence at scale: 5 to 30+ tests per month - Carl's sample size rule: 20,000 users and 1,000 orders per variation before you call a winner - The revenue threshold where it makes sense to move CRO in-house (around $50M to $100M a year) - Rapid fire: Carl's most underrated CRO lever, most overrated tactic, and the one mistake he sees smart founders make Chapters: 00:00 Why your ROAS dies when you scale 00:43 The real job of CRO in 2026 05:04 Carl's decision tree when ROAS or MER drops 06:08 Fix AOV first: the 3-tier bundle SOP 07:45 Fix conversion rate: images and copy that resonate 08:33 Layering in presell and advertorial pages 11:00 When presell pages actually make sense 15:51 Revenue per user: the real CRO north star 20:19 The first things Carl audits on any store 23:00 Why customers abandon the checkout 26:07 How to raise perceived value without discounts 29:00 Why AI is splitting great marketers from average ones 35:00 When a brand is actually ready for serious CRO 37:09 Testing cadence at scale: 5 to 30+ tests per month 38:12 The sample size rule: 20k users + 1k orders per variant 43:11 When to build a CRO team in-house 46:15 Rapid fire: underrated, overrated, biggest mistake 48:11 Where to find Carl Connect with Carl: YouTube: https://www.youtube.com/@carlweische [https://www.youtube.com/@carlweische] Accelerated Agency: https://acceleratedagency.com [https://acceleratedagency.com] LinkedIn: https://linkedin.com/in/carl-weische-2488a5198 [https://linkedin.com/in/carl-weische-2488a5198] Ecom Growth Insider is the podcast for e-commerce founders who want to scale profitably. Subscribe for weekly episodes on paid media, CRO, offer strategy, and operating systems that actually move the needle. More episodes and newsletter: https://ecomgrowthinsider.com [https://ecomgrowthinsider.com] Work with HoloGrowth: https://hologrowth.com [https://hologrowth.com]

From $2K to $200K/Month: The Post-Purchase Upsell System with Nizar Abdul-Halim ($100M+ in Ad Spend)

Most brands doing $1M/month are pulling $2K from their post-purchase funnel. Nizar Abdul-Halim comes in and turns that into $100K to $200K. Same brand. Same traffic. Same products. That's not a tweak. That's a profit center that was sitting there the entire time, completely ignored. Nizar has been in ecommerce for almost a decade. He's run his own stores, built and sold an ad agency, and deployed over $100M in paid ad spend (at one point, $2.5M a month). Today his entire focus is what happens right after someone buys, and he's built the infrastructure to prove it's one of the most leveraged plays in ecom. In this episode, we get into the full post-purchase system: how it works, how to test it, and why most brands are leaving 10 to 15% of their revenue on the table at gross margin. What you'll learn in this episode: * Why post-purchase revenue hits different (it's all gross margin, meaning it drops straight to profit) * How Nizar structures funnels for one-time buyers vs. returning customers, and why the messaging is completely different * Why he always upsells the most expensive product first (and why conversion rates go up down the funnel, not down) * The metric most brands track wrong: RPV vs. PPV (Profit Per Visit) * His 5-bucket testing framework: products, pricing and offers, angles and copy, UI, and segmentation * How advanced brands build 15 to 20 separate customer journeys inside a single post-purchase setup * The quick win you can do this week using Shopify Sidekick to find your best upsell product in 10 minutes Timestamps: 00:00 Intro 00:34 How Nizar discovered post-purchase as the real growth lever 01:28 Why break-even brands can become cash flow positive on day one 06:46 The moment he shut down the ad agency and went all-in 09:27 What founders actually misunderstand about post-purchase 12:00 How success metrics change depending on the business model 16:07 One-time buyer strategy vs. returning customer strategy 18:35 What post-purchase should realistically contribute at your revenue level 21:28 The 3 layers: cart, checkout, and post-purchase (and the job of each) 26:04 Addressing the "won't this make my brand look cheap?" concern 29:50 How post-purchase works for premium brands that won't discount 31:20 RPV vs. PPV: why tracking the wrong metric kills your profit 34:22 Why the most expensive upsell goes first (with the data behind it) 36:35 How to price a post-purchase sequence for an $80 AOV supplement brand 41:42 The 5-bucket testing framework Nizar uses across 80+ brands 44:40 Advanced segmentation: building multiple customer journeys at scale 49:27 The 10-minute quick win using Shopify Sidekick Connect with Nizar: Website: https://www.simpliscaled.com [https://www.simpliscaled.com] LinkedIn: linkedin.com/in/nizar-abdul-halim YouTube: Nizar Abdul-Halim Instagram: @nizarabdulhalim_ Twitter/X: @EcomNizar Enjoyed this episode? Subscribe to the Ecom Growth Insider newsletter for weekly breakdowns on scaling ecom brands profitably: https://ecomgrowthinsider.com [https://ecomgrowthinsider.com] More episodes: https://ecomgrowthinsider.com [https://ecomgrowthinsider.com] Ecom Growth Insider is a podcast for e-commerce founders and operators serious about building profitable brands. No fluff, no theory. Just what actually works at scale.

Email Marketing That Drives 40%+ Revenue: List Growth, Offers & Retention with Max Sturtevant

Email is still the highest-ROI growth channel in ecommerce. But most brands overcomplicate it and leave serious money on the table. In this episode of Ecom Growth Insider, I sit down with Max Sturtevant, founder of Wellcopy, one of the biggest email & SMS agencies in the DTC space. Max’s team supports around 130 brands with a team of roughly 80 people, and he shares the exact retention levers that consistently move revenue. We break down: * Why list growth is the #1 lever in email (and what to track) * Pop-up strategy: what conversion rates to aim for and how to improve them * Offer testing that actually works, including the “mystery discount” approach * The biggest trap in retention: over-segmentation and overcomplication * How to “send to engaged” without wrecking deliverability * Flows vs campaigns: what to prioritize as you scale * What 7–9 figure brands do differently with email If you run a Shopify store and want higher LTV, more repeat purchases, and more profit without increasing ad spend, this episode is a must-listen. More episodes: https://ecomgrowthinsider.com/

Meta Ads 2026: The $500M/Month Creative Playbook (Andrew Foxwell)

Meta Ads in 2026 isn’t about campaign hacks or complicated funnel structures. The brands winning today are running a creative-led system: new messaging, new angles, and net-new concepts shipped consistently. In this episode of Ecom Growth Insider, I’m joined by Andrew Foxwell (Foxwell Digital, Foxwell Founders) to break down what’s actually working right now across the Meta ecosystem. Andrew has a rare vantage point: he sees patterns across hundreds of advertisers and top operators, not just one ad account. We cover: 1. The biggest shifts from the 2021 Meta era to 2026 2. What “creative diversification” really means (and what it doesn’t) 3. Why messaging and niche angles are the unlock in broad targeting 4. The creative org chart: roles and workflow brands need to scale profitably 5. How to diagnose performance plateaus and what to fix first 6. Creative testing in 2026: what to keep, what to retire, and how to think about consolidation 7. How to use creator partnerships and whitelisting to expand reach and relevance If you’re a DTC founder, growth lead, or media buyer trying to scale Meta profitably (without burning cash), this episode is a blueprint. Connect with Andrew: Foxwell Digital: https://www.foxwelldigital.com/ [https://www.foxwelldigital.com/?utm_source=chatgpt.com] Foxwell Founders: https://foxwellfounders.com/ [https://foxwellfounders.com/?utm_source=chatgpt.com] More episodes: https://ecomgrowthinsider.com/ [https://ecomgrowthinsider.com/]