The two-channel strategy: using focus as your secret weapon for growth
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The two-channel strategy: using focus as your secret weapon for growth
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Jaimee Vilela spent fifteen years running marketing for other people's brands before backing a hunch and purchasing Cooki Haircare, a shampoo bar business doing four sales a day. Two and a half years later, it's doing roughly 300 sales a day D2C, built on two channels alone: Meta and email. In this episode, Jaimee tells Lindsay why she thinks brand and performance aren't opposites on Meta, how she taught herself to buy ads from scratch, and why the hardest discipline in scaling fast was knowing what to say no to.
They also cover:
- How to build a brand purpose that resonates with consumers
- Why data-driven strategies are essential for modern e-commerce growth
- The power of authentic storytelling when launching eco-friendly products
- Navigating the mindset shift from marketing leader to managing director
An especially insightful listen for e-commerce founders, brand marketers, and anyone looking to turn a marketing background into a successful product-led business.
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