Future of Consumer Marketing

Multi-Channel Mastery: Mad Rabbit's DTC to Retail Evolution

In this episode of The Future of Consumer Marketing, Brett Stapper interviews Erin Murray, Chief Brand Officer of Mad Rabbit. Mad Rabbit is an integrated tattoo care brand providing solutions from pre-chair artist supplies to daily care essentials for tattooed consumers. The brand began in 2019 as a dorm room side hustle and has since grown to double-digit millions in revenue, with expanded distribution across direct-to-consumer, Amazon, retail partnerships, and a growing wholesale business targeting tattoo studios. With tattoos now adorning 46% of Americans (up from 20% in 2012), Mad Rabbit is capitalizing on a rapidly expanding category by focusing on authentic brand identity, targeted customer insights, and strategic multi-channel expansion.
Topics Discussed:
Transitioning from corporate retail to beauty marketing to tattoo care
Building an authentic, lifestyle-oriented brand in an emerging category
Balancing retail, DTC, Amazon, and wholesale/professional channels
Developing tailored marketing approaches for different customer cohorts
Creating an ambassador program that leverages customer advocacy
Using AI to enhance marketing efficiency in a lean team environment
Implementing strategic growth rather than pursuing numerous initiatives simultaneously
 

Why Une Femme Abandoned DTC to Focus on Major Brand Partnerships

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 brand
Scaling production 3-4x overnight to meet enterprise-level demand
Creating a capital-light business model through strategic partnerships
Developing high-quality canned wine products backed by scientific research
Building a mission-driven brand that authentically centers women
Navigating the challenges of retail distribution and DTC economics
Surviving devastating personal and business losses during the pandemic
 

From Finland to Silicon Valley: Kristian Ranta's Consumer Health Tech Marketing Playbook

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 health
Transitioning from Finland to Silicon Valley to build a global healthtech company
Developing a comprehensive care model that addresses both mind and body
Creating a product-driven, gamified journey for mental health patients
Marketing strategies for different user segments in the mental health space
Partnering with academic institutions to validate a novel clinical approach
Scaling a healthcare company while navigating complex regulatory environments
Fundraising differences between European and American markets
 

Beyond Cookies: Building a Marketing System Without Tracking

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 space
Why traditional digital marketing tactics don't work for mental wellness brands
Transforming from a direct-to-consumer approach to a partnership-driven growth model
Creating organic word-of-mouth marketing through exceptional service delivery
Balancing brand building with acquisition metrics in healthcare technology
The unique challenges of marketing mental health services ethically
Turning healthcare from a reactive sickness system into a proactive wellness platform

Amy Carr: Why DTC Brands Must Escape the Promotion Addiction

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 retail
Differences in ecommerce strategies between beauty and apparel
Building a comprehensive marketing team with the right agency partners
Leveraging personalization technology to enhance customer experience
The challenge of considered purchases in DTC marketing
Moving away from feature-focused marketing toward emotional brand storytelling
Future of consumer marketing becoming more circular and less linear with AI
 

How Lick Built a £15M Paint Brand Through Supply Chain Innovation

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 offline
Designing a manufacturing-on-demand supply chain that delivers high margins and low inventory costs
The optimal colour palette size (100 colours) determined through extensive customer testing
How colour trends are shifting from the "grey decade" to bolder expressions of identity
Quantifying offline channel growth (470% YoY) through strategic retail partnerships
European expansion strategy into France and Germany
Their atypical B Corp certification process as an early-stage startup

Building for Fanatics: Hodinkee's 2.5M Monthly Visitor Strategy

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 environment
The evolution of Hodinkee's business model from pure content to commerce and back to a media-focused approach
Building and maintaining trust with a passionate, high-income niche audience
Navigating the rise of social media personalities and influencers in the watch space
The crucial balancing act between monetization and maintaining editorial integrity
Managing a strategic business model shift without alienating core community members
The limitations of AI in creating specialized, high-quality editorial content
Rebuilding brand foundations after periods of rapid, capital-fueled growth

Weaponizing Asset Volatility: Timeless' Retention Secret

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 asset
Evolution from a Porsche-backed blockchain car documentation platform to investment marketplace
Supply-demand balancing strategies during different growth phases
The costly failure of mass-market influencer campaigns vs. niche influencer success (40% investor conversion)
Secondary marketplace development to connect private collectors with retail investors
WhatsApp-based community engagement strategies and €5,000 minimum Collectors Club model
The monetization stack: sourcing arbitrage, tokenization fees, asset management fees, and trading commissions
Category-specific investment criteria for sneakers (vintage, deceased athletes) vs. whiskey (closed distilleries)
Blockchain implementation as infrastructure efficiency tool rather than consumer value proposition

How Moment Built 4,000 Creator Partnerships Without Paying for Posts

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 creators
Building a successful creator partnership ecosystem beyond traditional influencer marketing
Shifting from investor-driven growth to sustainable organic marketing
Developing a multi-channel content strategy through YouTube residencies and contributor programs
Creating fair compensation models for creator partners
Setting strategic boundaries with AI in marketing and content creation
The future of niche communities and the evolution of camera culture
 

The Modern Uniform: How Jaanuu Turned Medical Scrubs Fashionable

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 brand
Building a powerful community of healthcare professional ambassadors
Leveraging word-of-mouth marketing in the uniform space
Transitioning from a primarily D2C model to a multi-channel distribution strategy
Expanding beyond traditional marketing channels with in-app advertising