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Meet 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.

Takeaways

Education 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.

#29 – Jerel Blades, Head of Growth @ TUSHY