Notes from the growth desk.

Scaling a fast-growing DTC brand isn’t just about having more ideas (especially in the era of generative AI). It’s about executing them faster and smarter, without draining your team’s time or dev budget.

Sound familiar?

That’s the exact challenge I faced at MOSH in 2024. Keep reading to see how we unlocked a strategy so effective, it had our finance team asking, “What magic is this?”

As a fast-growing direct-to-consumer (DTC) brand, MOSH faced a familiar challenge: scaling efficiently while optimizing the customer experience, boosting average order value (AOV), and driving subscription growth.

As MOSH gained momentum, we knew that sustainable growth wouldn’t just come from working harder but from working smarter. To scale efficiently, we needed a solution that could boost revenue, increase subscriptions, and enhance the shopping experience without adding complexity or slowing them down.

Our key priorities were increasing AOV, driving new subscriptions, and improving retention. There were a lot of areas I wanted to optimize, but with limited bandwidth and resources, executing those strategies was a challenge.

After exploring several solutions, including custom development projects and third-party apps, I decided to implement Rebuy to address the following challenges:

• Limited resources for custom development. With a lean team, implementing merchandising enhancements and upsell strategies required extensive web development resources, which were costly and time-consuming.
• A need for higher AOV and better conversion rates. MOSH wanted to drive repeat orders and increase items per order without overloading their development team.
• Boosting subscription adoption. The team needed a seamless way to encourage one-time buyers to subscribe, increasing monthly recurring revenue (MRR) and customer lifetime value.

After discovering Rebuy, I quickly saw the potential for an all-in-one, AI-powered personalization platform that could replace multiple solutions while requiring minimal development lift.

Read more about our experience and results in the Rebuy case study.

The CPG industry has been evolving in e-commerce at lightning speed. As shopping habits shift and consumer expectations change, businesses must stay on top of the latest trends to remain competitive. Whether you’re part of a startup or an established brand, integrating these trends into your digital strategy can drive growth and improve your bottom line. Here’s a deep dive into some of the latest e-commerce trends I’ve noticed and how businesses can leverage them through creative marketing and innovative digital strategies.

1. The rise of personalized shopping experiences

Personalization continues to be one of the most talked about e-commerce trends. Consumers are no longer satisfied with generic shopping experiences. They expect brands to understand their preferences and offer tailored recommendations. AI and machine learning are making this easier than ever, helping businesses to predict customer behavior and deliver targeted content.

Actionable insightInvest in personalization tools to help segment your audience and customize your offerings based on browsing behavior, past purchases, and demographic data. A simple search feature and recommendation engine on your website can boost sales and enhance customer loyalty.

2. The shift to mobile-first e-commerce

Mobile shopping is no longer a secondary channel; it’s the primary way people shop. In fact, mobile commerce accounts for over 70% of all e-commerce sales globally. With more consumers using smartphones for browsing and purchasing, your digital strategy must be mobile-first.

Actionable insightOptimize your website and landing pages for mobile to ensure seamless navigation, fast load times, and frictionless checkout experiences. Additionally, consider building out your social commerce, which I talk more about in the next point.

3. Social commerce is expanding

Social media platforms are no longer just places for interaction. They are now full-fledged marketplaces. Social commerce, which enables businesses to sell products directly through social media platforms like Instagram, Facebook, and TikTok, is booming. Consumers are increasingly discovering new products through these channels, making them crucial for CPG brands.

Actionable insightBuild a social commerce strategy that includes shoppable posts, influencer partnerships, and paid ads. By integrating product links directly into your social content, you can make purchasing as easy as tapping a screen, reducing friction and increasing conversions. In my recent experience, TikTok Shop has shown the most promising results when it comes to scalability and efficiency.

4. Sustainability and ethical practices drive consumer choices

As sustainability becomes a top priority for consumers, CPG brands that promote eco-friendly practices are gaining a competitive edge. Shoppers are gravitating toward brands that align with their values, particularly when it comes to product packaging, sourcing materials, and carbon footprint reduction.

Actionable insightHighlight your sustainability efforts through your website, product pages, packaging inserts, social media, or other marketing materials. Whether it’s using recyclable packaging or offering a sustainable shipping option, make sure your ethical practices are clear to customers who care about making a positive impact.

5. Voice search and conversational commerce

Voice assistants like Alexa, Siri, and Google Assistant are becoming commonplace, influencing how people shop. Consumers are increasingly using voice search to find products, make purchases, and interact with brands. Voice search is more than just a convenience; it’s transforming the way CPG businesses reach their customers.

Actionable insightOptimize your e-commerce site for voice search by focusing on natural language keywords and conversational phrases. Creating FAQ pages and content that aligns with common voice queries will help boost your visibility and attract voice-first shoppers.

6. Subscription models and repeat purchases

Consumers are looking for convenience, and subscription-based services are a great way to offer just that. With subscriptions, recurring orders, and loyalty programs, businesses can secure repeat sales and build lasting relationships with customers.

Actionable insightIntroduce a subscription model for your products. Whether it’s offering a discount for repeat purchases or creating a subscription program that can be tailored to your customer’s preference, this model can ensure consistent revenue and help you build a loyal customer base. It’s important your program is user-friendly and can be easily modified (skip, pause, swap products, cancel, etc.) by the customer. Don’t forget about VIP perks, milestone incentives, special promotions, or surprise-and-delight opportunities!

Conclusion

The landscape is constantly changing, but those who stay ahead of the curve by adopting these trends will be well-positioned to thrive. From personalized shopping experiences to embracing mobile commerce and sustainability, there’s plenty of room to innovate. By incorporating creative marketing tactics and staying agile in your digital strategy, you can not only stay competitive but set yourself up for long-term success.

Performance marketing has always been about getting the right message to the right audience at the right time. But with the rise of Artificial Intelligence (AI), we’re now playing a whole new ball game. AI is no longer just a buzzword; it’s a powerful tool reshaping how we approach marketing. From automating processes to delivering hyper-personalized experiences, AI is becoming a powerful tool behind many of today’s most effective creative marketing solutions and growth strategies. Here are some ways I see AI enhancing performance marketing.

Gone are the days of guessing who your ideal customer is. AI leverages vast data to rapidly identify patterns and behaviors, enabling you to target your audience with laser precision. By building personas, analyzing online behaviors, purchase history, and even social media activity, AI helps you reach the people most likely to engage with your brand, at a moment they’re more likely to convert.

TipUse AI-driven tools to create detailed customer personas and segment your audience more effectively. Do your customers on DTC look and/or behave differently than Amazon customers? What does the persona of your VIP customers look like, and does it differ between genders?

Consumers are increasingly expecting personalized experiences, and AI makes it easier than ever to deliver them at scale. From product recommendations to customized email content, AI tailors every interaction based on individual preferences. This level of personalization not only enhances the customer experience but also drives repeat business.

AI doesn’t just help create ads; it helps you optimize them in real time. By analyzing performance data across various channels, AI can tweak your campaigns on the fly, adjusting bids, targeting, and even creative elements to maximize ROI. Think of it as your own personal marketing assistant, working 24/7 to ensure your campaigns are always performing at their best.

TipLeverage AI-driven websites and platforms to optimize your ad campaigns. One of my current favorites is the TikTok Creative Center. It gives you everything you need to create awesome content, like performance insights and AI assistants that can write scripts, storyboards, and more.

Ever wish you could see into the future? By analyzing historical data, AI can help forecast future trends, customer behaviors, and even potential challenges. This insight allows you to be proactive, make data-driven decisions, and fine-tune your strategies for sustained growth.

AI is no longer just an option for performance marketing. It’s a game-changer. By embracing AI, you can unlock new creative marketing solutions and develop smarter growth strategies that drive real results. From targeting the right audience to optimizing campaigns and predicting future trends, AI empowers you to take your performance marketing to the next level.

Considering a rebrand is exciting, transformative, and let’s be honest, a bit nerve-wracking. Having recently gone through a rebrand myself, I can tell you that it’s a wild ride full of invaluable lessons. Whether you’re planning your rebrand or just curious about the process, here are three key things I learned that can help you nail it with innovative growth and creative marketing at the forefront.

1. Clarity is king (or queen)

When it comes to rebranding, it’s crucial to get crystal clear on what you’re trying to achieve. Are you repositioning in the market? Getting ready to expand in retail? Modernizing your image? Expanding your product line? Whatever the goal, clarity is key. Without it, you risk ending up with a brand that’s all over the place, and confusing customers is the last thing you want.

2. Teamwork makes the dream work

A successful rebrand isn’t a solo mission. It takes a village, or at least a highly motivated team. Collaboration is key, so make sure everyone is on the same page from the beginning. It’s especially important to align on key objectives, goals, and project timelines. From the creative minds in marketing to the number crunchers in finance and external partners, everyone plays a role in bringing the new brand to life.

3. Expect the unexpected

Even with the best-laid plans, rebranding is full of surprises. Timelines shift, designs evolve, mistakes are discovered, and sometimes you have to pivot quickly. The key is to stay flexible and keep your eyes on the prize. The goal is to create a brand that not only looks great and stands out on the shelf but also drives growth and resonates with your target audience.

Conclusion

Rebranding is a journey. By staying clear on your goals, leveraging the power of your team, and embracing the unexpected, you can create a rebrand that not only looks amazing but also drives innovative growth and sets your brand up for long-term success. Whether you’re reimagining a legacy brand or starting fresh, these lessons will help you navigate the process with confidence.