Episodit
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In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Jen Pelka, Co-Founder and CEO of Une Femme Wines. Growing from a small in-house brand at her champagne bars to the third-largest canned wine company in the United States in just five years, Une Femme has transformed its go-to-market strategy from traditional fine dining and boutique retail to securing enterprise-level partnerships with companies like Delta Airlines, Virgin Voyages, and major hotel chains. Pelka shares how pivoting during the pandemic led to explosive growth, taking their production from 1,500 cases to over 300,000 cases annually with just eight full-time employees through a capital-light model focused on strategic B2B partnerships.
Topics Discussed:
Transitioning from restaurant ownership to building a wine brandScaling production 3-4x overnight to meet enterprise-level demandCreating a capital-light business model through strategic partnershipsDeveloping high-quality canned wine products backed by scientific researchBuilding a mission-driven brand that authentically centers womenNavigating the challenges of retail distribution and DTC economicsSurviving devastating personal and business losses during the pandemic -
In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Kristian Ranta, CEO and Co-Founder of Meru Health. After losing his brother to suicide, Kristian leveraged his background in healthcare technology to build a virtual mental health clinic that takes a functional medicine approach rather than relying solely on traditional psychiatry. Meru Health operates in all 50 states, partnering with insurance companies and employers to deliver a comprehensive care model that addresses mental health by examining diet, sleep, exercise, and biological factors—not just cognitive therapy. With 16 peer-reviewed publications validating their approach and over $50 million in funding, Meru Health is pioneering a new paradigm in mental health treatment focused on helping patients achieve lasting remission rather than just symptom management.
Topics Discussed:Building a healthcare company with a functional medicine approach to mental healthTransitioning from Finland to Silicon Valley to build a global healthtech companyDeveloping a comprehensive care model that addresses both mind and bodyCreating a product-driven, gamified journey for mental health patientsMarketing strategies for different user segments in the mental health spacePartnering with academic institutions to validate a novel clinical approachScaling a healthcare company while navigating complex regulatory environmentsFundraising differences between European and American markets -
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In this episode of The Future of Marketing, host Roman Kirsch interviews Charles Wells, CEO and Founder of HelloSelf, a mental health platform that has raised over $30 million in funding. Charles shares his journey from healthcare marketing to revolutionizing the mental health space through personalized psychology and a trust-based marketing approach. After experiencing a personal health crisis that included five brain surgeries, Charles dedicated his energy to creating a platform that helps people understand themselves better and access personalized psychological support in an ethical, scalable way.
Topics Discussed:Building a trust-based marketing engine in the sensitive mental health spaceWhy traditional digital marketing tactics don't work for mental wellness brandsTransforming from a direct-to-consumer approach to a partnership-driven growth modelCreating organic word-of-mouth marketing through exceptional service deliveryBalancing brand building with acquisition metrics in healthcare technologyThe unique challenges of marketing mental health services ethicallyTurning healthcare from a reactive sickness system into a proactive wellness platform -
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.
Topics Discussed:Transitioning from finance (CPA) to marketing leadership in retailDifferences in ecommerce strategies between beauty and apparelBuilding a comprehensive marketing team with the right agency partnersLeveraging personalization technology to enhance customer experienceThe challenge of considered purchases in DTC marketingMoving away from feature-focused marketing toward emotional brand storytellingFuture 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.
Topics Discussed:The counterintuitive data showing 90% of customers research paint online but 90% purchase offlineDesigning a manufacturing-on-demand supply chain that delivers high margins and low inventory costsThe optimal colour palette size (100 colours) determined through extensive customer testingHow colour trends are shifting from the "grey decade" to bolder expressions of identityQuantifying offline channel growth (470% YoY) through strategic retail partnershipsEuropean expansion strategy into France and GermanyTheir 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.
Topics Discussed:Transitioning from a founder to an executive role and applying entrepreneurial skills in a corporate environmentThe evolution of Hodinkee's business model from pure content to commerce and back to a media-focused approachBuilding and maintaining trust with a passionate, high-income niche audienceNavigating the rise of social media personalities and influencers in the watch spaceThe crucial balancing act between monetization and maintaining editorial integrityManaging a strategic business model shift without alienating core community membersThe limitations of AI in creating specialized, high-quality editorial contentRebuilding 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.
Topics Discussed: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 assetEvolution from a Porsche-backed blockchain car documentation platform to investment marketplaceSupply-demand balancing strategies during different growth phasesThe costly failure of mass-market influencer campaigns vs. niche influencer success (40% investor conversion)Secondary marketplace development to connect private collectors with retail investorsWhatsApp-based community engagement strategies and €5,000 minimum Collectors Club modelThe monetization stack: sourcing arbitrage, tokenization fees, asset management fees, and trading commissionsCategory-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, Brett Stapper interviews Alec Ploof, Head of Growth at Moment. Moment began as a mobile lens manufacturer for iPhones before evolving into a curated marketplace for creators, selling everything from camera gear to digital products. After scaling quickly with investor funding, Moment strategically downsized from 50 to 20 employees, refocusing on organic growth and their core mission of supporting creators. Alec shares how they've built a thriving ecosystem where creators aren't just customers but partners who build on top of their platform through courses, presets, content, and co-created physical products.
Topics Discussed:Transitioning from a DTC lens manufacturer to a curated marketplace for creatorsBuilding a successful creator partnership ecosystem beyond traditional influencer marketingShifting from investor-driven growth to sustainable organic marketingDeveloping a multi-channel content strategy through YouTube residencies and contributor programsCreating fair compensation models for creator partnersSetting strategic boundaries with AI in marketing and content creationThe future of niche communities and the evolution of camera culture -
In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Sara Abitbol, VP of Marketing at Jaanuu, a premium scrub brand revolutionizing medical apparel. Sara shares how Jaanuu is transforming the traditionally uninspired medical uniform market through product innovation and fashion-forward design. Founded by a female physician tired of standard vending machine scrubs, Jaanuu has created a modern uniform that healthcare professionals can wear comfortably both during and after shifts. Sara brings her fashion marketing background to position Jaanuu not as just another scrub brand, but as a lifestyle brand serving healthcare professionals.
Topics Discussed:Transforming functional medical apparel into a fashion-forward lifestyle brandBuilding a powerful community of healthcare professional ambassadorsLeveraging word-of-mouth marketing in the uniform spaceTransitioning from a primarily D2C model to a multi-channel distribution strategyExpanding beyond traditional marketing channels with in-app advertising -
In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Chris Edson, CEO and Co-Founder of Second Nature, a digital behavioral change program for sustainable weight loss. Founded a decade ago, Second Nature has evolved from an NHS healthcare service to a consumer brand that's raised over $40 million in funding. The company stands out in the notoriously low-trust weight loss industry by focusing on behavioral science, offering personalized coaching, and publishing clinical evidence showing sustained results over five years. As the weight loss landscape shifts with the introduction of GLP-1 medications like Ozempic, Second Nature continues to evolve its approach while maintaining its focus on building sustainable habits.
Topics Discussed:Building a science-based brand in the low-trust weight loss industryTransitioning from a B2B healthcare provider to a consumer brandUsing behavioral science to create sustainable habit changeImplementing human coaching and community support for accountabilityApplying "Jobs to be Done" framework to understand customer motivationsLeveraging NHS certification as a trust signal in marketingAdapting to the rise of GLP-1 medications like OzempicSolving the retention paradox in weight loss programsUser research strategies across different customer lifecycles -
In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Nora Staudt, who leads marketing for Spread Group, a €200+ million revenue print-on-demand pioneer based in Leipzig. After joining Spread Group two years ago, Nora has been driving a significant marketing transformation, shifting the company from an almost exclusive focus on Google ads to a diverse, multi-channel strategy with a stronger emphasis on branding and retention. Through her journey, she reveals how established e-commerce businesses can evolve their marketing approach while balancing innovation with customer needs in the personalized apparel space.
Topics Discussed:Transforming marketing at a 20-year-old e-commerce companyDiversifying from Google-centric marketing to social and other channelsBalancing marketplace curation with personalization for 100+ million design combinationsNavigating the shift from occasion-based to everyday fashion use casesCreating authentic, less polished content that resonates on social mediaManaging marketing across multiple brands and global marketsImplementing AI for content creation while preserving authentic creativity -
In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Brett Wigdortz, CEO and Founder of Tiney, a company transforming early childhood education in the UK. After 15 years leading Teach First, which became the largest graduate recruiter in the UK, Brett recognized the critical importance of early years education and founded Tiney to address the shortage of quality childcare. By applying "war for talent" principles to childminding, Tiney is creating a new marketplace that empowers individuals to build their own childcare businesses while maintaining high standards through technology, data, and regulatory oversight. Despite launching during COVID, Tiney has raised over $50 million and is addressing a severely supply-constrained market where quality and trust are paramount.
Topics Discussed:
Applying corporate talent recruitment strategies to the early childhood education sectorThe science behind early childhood development and its undervalued importance in education systemsBuilding a for-profit business in a highly regulated childcare marketCreating a marketplace model for independent childminders with regulatory oversightUsing technology and data to ensure quality and safety in home-based childcareMarketing strategies in a supply-constrained marketplace environment -
In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Ida Tin, founder of Clue, who pioneered the femtech vertical and has raised over $60 million in funding. Ida shares her journey of creating a scientifically-grounded, globally relevant product in a category that was initially dismissed as "niche" despite serving half the world's population. Through building a trusted brand in the sensitive space of menstrual health tracking, Clue has navigated complex cultural taboos, regulatory challenges, and skeptical investors to create a product with extraordinary user loyalty—attracting 10,000 brand ambassadors overnight. Ida offers profound insights on creating purpose-driven companies that challenge traditional metrics of success and finding marketing opportunities in newly visible cultural conversations.
Topics Discussed:Pioneering the femtech vertical and creating a new product categoryBuilding a scientifically sound, globally trusted brand in a sensitive health spaceNavigating investor skepticism when creating products for underserved marketsDeveloping user-centered products through deep listening and researchCreating and maintaining company culture centered on genuine purposeLeveraging cultural shifts to drive marketing effectivenessBalancing global reach with limited localization resourcesMoving beyond traditional growth metrics to create resilient companies -
In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Peter Malmqvist, Co-Founder of Circle Health. After scaling Frontier Car Group to a €150M+ exit with 4,000 employees across 10 markets in 2019, Peter made an unconventional pivot to healthcare following his own frustrating experiences with traditional medicine. Despite being told his eczema was an incurable chronic condition, Peter found complete symptom relief through holistic approaches—inspiring him to build Circle Health's hybrid care model that bridges the gap between conventional healthcare's time constraints and alternative medicine's fragmentation.
Topics Discussed:Transferring operational excellence from physical retail (used cars) to healthcare deliveryPositioning as the solution for the 90% of patients left unsatisfied by traditional healthcare's brief consultationsBuilding a multi-city expansion model through practitioner career developmentCreating a healthcare brand with credibility in an inherently skeptical marketDeveloping digital infrastructure for remote care while maintaining high-touch relationshipsBuilding partnership ecosystems with insurance providers, testing labs, and product resellersLeveraging first-party data from in-clinic diagnostics to develop evidence-based supplements -
In this episode of The Future of Marketing, we speak with Sam Shames, Co-founder and COO of Embr Labs, the wearable thermal technology company that has raised over $60 million in funding. Embr Labs has pioneered a "personal thermostat" wearable that applies temperature sensations to the wrist to control overall body comfort. Sam shares the 12-year journey from MIT student project to category-creating consumer technology company with over 200,000 customers in more than 100 countries. Through iterative product development, science-backed messaging, and smart distribution strategies, Embr Labs has built a unique position in the wearable market by focusing on thermal comfort as a pathway to better health.
Topics Discussed:Creating a new wearable category focused on temperature regulationThe science behind how temperature affects the nervous systemTransitioning from student project to venture-backed startupBuilding consumer trust in breakthrough technologyEvolving marketing messaging for different audiencesDeveloping direct-to-consumer vs. retail distribution strategiesInnovative business models including subscription-based hardware -
In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Kimberly Breuer, psychologist and founder of LikeMinded, which recently merged with competitor Nilo Health to become the DACH market leader in B2B mental health solutions. After pivoting from B2C to B2B during the pandemic, Kimberly shares how they've built a scalable mental health platform that achieves remarkable engagement rates and successfully positions clinical expertise in corporate environments. Her insights reveal the nuanced marketing strategies required when selling wellness solutions in an emerging category where awareness varies dramatically by region.
Topics Discussed:Market-driven pivot from B2C to B2B mental health services within three weeksRegional disparities in mental health adoption (Germany at awareness stage vs. US 10 years ahead)Contrasting buyer motives: sick days ROI vs. employer branding benefitsAchieving 40% activation rates in a category where 3-10% is typicalStrategic rebranding following competitor mergerRepositioning clinical expertise for corporate palatabilityPersonal brand leverage as a lead generation mechanism -
In this episode of The Future of Consumer Marketing, Brett speaks with Anthemos Georgiades, CEO and founder of Zumper, a rental platform that has raised over $180 million and transformed the way people find apartments. With roots in London and now fully American, Georgiades shares the gritty journey of building a marketplace startup in the competitive rental tech space, revealing candid insights about marketing, survival, and the evolving landscape of consumer acquisition.
Key Topics DiscussedBuilding a two-sided marketplace in the rental industryOrganic vs. paid marketing strategiesSurviving startup challenges during the 2021-2022 market downturnThe future of marketing in the age of generative AIContent marketing as a growth strategyStartup resilience and founder psychology -
In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Fabio Bin, CMO of WeRoad, one of Italy's fastest-growing travel startups. WeRoad organizes group trips for millennials who don't know each other, creating a unique solution to modern social isolation while revolutionizing travel experiences. Fabio shares how WeRoad grew from 250 travelers to 100,000 annually by building a distinctive brand personality, leveraging content-first marketing strategies, and creating authentic offline communities. The conversation reveals how WeRoad has built a passionate fan base by solving deeper socialization needs rather than just travel logistics, and demonstrates how authentic brand storytelling can drive organic growth across European markets.
Topics Discussed:Building a travel brand focused on millennial socialization needsScaling from 250 to 100,000 annual travelers while maintaining experience qualityLeveraging Instagram as a publisher rather than traditional brandCreating self-sustaining local communities through events and travel coordinatorsDeveloping a distinctive brand voice that breaks industry conventionsBalancing product standardization with experience quality at scaleDriving organic growth through authentic storytelling and fan creation -
In this episode of The Future of Consumer Marketing, Cory Maran shares how Fable evolved from a book club platform to a comprehensive social reading app with 2 million users and 70,000 book clubs. By focusing on measurement, activation metrics, and creator partnerships, Fable has built a sustainable growth engine that cuts through the noise of mega social platforms to create meaningful community engagement around reading.
Topics Discussed:
Building and scaling a holistic growth marketing strategy beyond traditional user acquisitionImplementing mobile measurement partners (MMPs) to optimize user acquisition costs and targetingEvolving from a pure community-driven growth model to a hybrid approach incorporating paid channelsLeveraging creator partnerships to generate authentic content and build engaged reading communitiesOptimizing for deep product activation metrics instead of surface-level installation metricsDeveloping technical infrastructure to support sophisticated growth experiments -
In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Julian Trautwein, CEO and Co-Founder of Raus, a venture-backed outdoor hospitality brand that's raised over €11 million. Raus is redefining the hospitality experience by bringing stressed city dwellers into nature through their tech-enabled, off-grid cabins. As a former early Airbnb employee in Europe, Julian brings unique insights on building a category-defining hospitality brand that owns its supply, maintains brand authenticity, and creates experiences that guests are eager to share. Through a sophisticated blend of tech-enabled operations and an offline-first guest experience, Raus has grown from two cabins around Berlin to over 80 locations across Germany and Austria while maintaining a waitlist of 6,500+ potential customers.
Topics Discussed:Creating a new hospitality category that combines boutique hotel amenities with immersive nature experiencesBuilding a distributed network of tech-enabled, off-grid cabins in partnership with local landownersLeveraging scarcity and exclusivity to drive organic growth in early stagesTransitioning from viral demand to sustainable marketing across multiple geographic regionsDeveloping a vertically integrated business model that includes merchandise and local experiencesBalancing technology and operations to deliver high-quality, consistent guest experiences at scaleDesigning hospitality stays as vehicles for promoting health, mindfulness, and digital disconnection - Näytä enemmän
