Podcast
Don't VLOOKUP
Hosted by Bar Bruhis · EN
Data is abundant, yet operators still choose to rely on intuition to make critical business decisions. To be fair to this general characterization, many operators would like to leverage data but often will be misguided by false signals, tools, or loud marketing voices that may not be as informed or factually motivated.
And that’s where Don’t V*LOOKUP comes in.
This podcast is meant to shed light on how best-in-class operators leverage data to make transformational decisions for their businesses and customers.
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10episodes
Episodes
Newest firstAll episodes
#29 – Jerel Blades, Head of Growth @ TUSHY
Feb 2300:42:21Tap to summarizeMeet Jerel - Head of Growth at TUSHY. We dive into scaling a high-AOV, education-heavy category, measuring brand like performance, and navigating Amazon + AI search in 2026.TakeawaysEducation is the primary growth constraint. Most consumers don’t understand bidets, so TUSHY invests heavily in reducing friction (installation, features, bowl types) before pushing conversion.Brand activations are measured, not hoped for. Their OOH “Asshole Trucks” use geo-fencing, exposed vs. control testing, and retargeting to quantify lift and downstream impact.Channel interplay matters. Top-of-funnel drives halo to Amazon, and budget flexes toward high-intent capture when margins tighten.LLM visibility is the new SEO battleground. TUSHY actively monitors rankings in ChatGPT and Gemini and builds content to defend or win query share.Contribution margin is the true operating KPI. With a durable product and low repeat rate, LTV ≈ first order — so daily contribution margin and incrementality guide spend decisions.
Transcribe →#28 - Morry Mitrani, VP of Growth @ BelliWelli
Feb 600:34:11Tap to summarizeMeet Morry Mitrani - ex-Bumble, BPN and now @ BelliWelli. We dive into the interplay between different sales channels, the impact of TikTok Shop, and the role of affiliates in testing creative. TakeawaysConsumer subscription is a key focus for Morry, and he emphasizes the importance of optimizing for subscription at first purchase.The interplay between different sales channels, such as DTC, Amazon, and TikTok Shop, is a crucial consideration for growth marketing strategies. Brand influence is crucial for effective marketing strategies.Finance alignment is essential for effective budget allocation and performance evaluation.Human storytelling remains a strong growth lever in marketing strategies.Subscription is a significant Northstar KPI for retention and habit formation.
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#27 - Wyatt Lowe, VP of Growth @MaryRuth Organics
Aug 100:41:38Tap to summarizeWyatt Lowe, VP of Growth at MaryRuth Organics, unpacks how to build a high-output, omni-channel growth engine. From revamping media mix models to measuring the halo effect of TikTok and Meta on retail, Wyatt shares the data-first tactics fueling their nine-figure brand.
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#26 - Kristin Swarek, CFO/COO @ Caden Lane
Feb 12, 202500:37:00Tap to summarizeKristin Swarek, CFO and COO of Caden Lane, shares how she bridges finance, operations, and marketing to build a profitable and scalable DTC brand. From leveraging contribution margin to inform marketing decisions to ensuring operational efficiency at scale, Kristin offers a unique perspective on running a nine-figure eCommerce business.
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#25 - Steph Liu , CEO @ Levitate Foundry
Feb 5, 202500:28:59Tap to summarizeSteph Liu, founder and CEO of Levitate Foundry, shares how she built the largest female-founded Shopify Plus agency in North America. She breaks down performance marketing trends, TikTok Shop strategies, and why profitability is the most critical North Star for brands today.
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#24 - Ankur Goyal, VP Growth @ Coterie
Feb 5, 202500:35:41Tap to summarizeAnkur Goyal, VP of Growth at Coterie, discusses scaling a high-retention subscription business, optimizing customer acquisition through data-driven insights, and refining messaging to drive brand awareness and long-term customer value.
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#23 - Christina Oyler, VP eCommerce @ Hero Bread
Feb 5, 202500:33:12Tap to summarizeChristina Blaisdell Oyler, GM of DTC and VP of eCommerce at Hero Bread, shares insights on scaling a CPG brand, navigating direct-to-consumer growth, and using data to refine branding, pricing, and retail expansion strategies
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#22 - Ovadia Labaton, Co-Founder @The Perfect Jean
Jul 14, 202400:43:20Tap to summarizeOvadia tells the truth, the whole truth, and nothing but the truth on how to run a profitable DTC business from the get go. From a clever working capital setup with their suppliers to free up operating cash to setting ROAS targets through well calculated unit economics down to contribution margin, Ovadia and team have been able to scale TPJ to a much larger opportunity than they even expected. All the while keeping the brand lighthearted and staying away from mass opinions in the DTC twitter fray.
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#21 - Taylor Straley, VP of eCommerce at DECKED
Jul 3, 202400:37:53Tap to summarizeTaylor talks to Bar and Will about how she went from healthcare to selling truck beds, AI's role in Walled Garden advertising, how to excel in eComm without sales or discounting, and so much more...
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#20 - Calvin Lammers, SVP Digital, Necessaire
Jun 18, 202400:23:32Tap to summarizeBefore CommerceNext week, Teddy talks to Calvin Lammers about organizing omnichannel data, the role of creators in the personal care space, and how KPIs evolve as you invest in retail.
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