Ankur Goyal is the SVP of Growth at Coterie, a modern premium baby care brand. He has held multiple positions at Coterie, including VP of Growth and Head of Growth. Ankur is also a Strategic Advisor at GrapevineAI, which raises money to provide brands with on-demand creator content. Before Coterie, he co-founded TableTip Analytics, a data-science startup for the restaurant industry.

How can you take a brand in a crowded consumer market and scale it profitably without relying on constant discounts? Many companies chase short-term wins with flashy offers, only to erode brand value and stall long-term growth. What does it take to build a brand that persuades customers and keeps them coming back?

According to growth leader Ankur Goyal, brands must build persuasive messaging rooted in customer feedback. Studying reviews and customer experience data can uncover messaging pillars, which drive customer acquisition. Ankur maintains that avoiding discount-based advertising forces brands to create compelling, performance-driven campaigns and that structured yet flexible creative testing cycles keep campaigns fresh. By focusing on practical insights, you can grow profitably while strengthening relationships with customers.

In this episode of Chief Advertiser, Samir Balwani sits down with Ankur Goyal, SVP of Growth at Coterie, to talk about scaling consumer brands with smart messaging and creative testing. Ankur discusses why persuasive messaging beats ad structure tweaks, how customer feedback uncovers alternative messaging, and what it takes to run effective creative experiments at scale.

Tyler Milakis is the Head of Brand Marketing at Charlotte's Web, a leading producer of hemp-derived wellness products. In his role, he spearheaded a full rebrand, go-to-market launches, and performance campaigns for flagship wellness products. With over a decade of experience in DTC marketing, Tyler has helped brands sharpen their voice, expand their presence, and own their markets.

Brands with rich origin stories may struggle to evolve without alienating their loyal customer base. As consumer expectations shift and competition intensifies, companies must modernize their brand while remaining true to their core values. How can brands grow, innovate, and stay relevant without losing the essence that built their trust?

According to brand marketing leader Tyler Milakis, brand evolution starts with intention and internal alignment. He advises embedding your values across every touchpoint — from packaging to messaging — and aligning your team by hosting brand days, creating guides, and maintaining consistent communication. Rather than chasing novelty or trends, innovation should solve consumer problems and remain rooted in your brand’s purpose.

In this episode of Chief Advertiser, Samir Balwani hosts Tyler Milakis, Head of Brand Marketing at Charlotte's Web, to talk about guiding a legacy brand through evolution and innovation. Tyler explains how to convey an authentic brand story, remain culturally relevant, and maintain consistency in marketing efforts.

Jerel Blades is the Head of Growth at TUSHY, which provides best-in-class bidet attachments for toilet seats. As a growth marketer, he was the VP of Growth at GOAT Foods, where he led growth for Licorice, Pretzels, Caramels, and Chocolate. Jerel began his career as an intern in fashion brand management.

In today’s consumer-led digital landscape, growth marketers must drive short-term performance without sacrificing long-term brand equity. As paid media becomes increasingly competitive and attribution becomes unclear, marketers must demonstrate their value while aligning with broader business objectives. How can growth teams build scalable strategies that protect and enhance brand value?

With a background in fashion branding and performance marketing, Jerel Blades maintains that curiosity, business acumen, and a deep understanding of customers are foundational traits for any high-performing growth team. He stresses the importance of aligning brand and performance KPIs, using shared tools and frameworks to promote cross-functional collaboration. Post-purchase surveys and consumer insights can also address skepticism around unfamiliar products and shape more effective, empathetic marketing campaigns.

In this week’s episode of Chief Advertiser, Jerel Blades, Head of Growth at TUSHY, joins Samir Balwani for a discussion about building performance programs that support long-term brand strategy. Jerel explains how to create alignment between growth and brand teams, strategies for educating consumers in a high-consideration category, and the ideal characteristics of growth marketers.