The DTC Insider podcast

Navigating the New Era of E-Commerce Marketing

23/05/2025
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In this episode of The DTC Insider podcast, Brian Roisentul sat down with AJ Patel, the SVP of Global Growth at U Beauty. He has been instrumental in scaling the brand's DTC business.

With a background at Unilever and a passion for process improvements and analytics, AJ brings a unique perspective to the luxury skincare industry. Join us as we delve into his strategies for growth, innovation, and customer engagement.

Here’s a glimpse of what you’ll learn:
  • The shift in marketing strategies due to increasing privacy restrictions

  • Why persona work is critical before scaling media efforts

  • The importance of a full-funnel strategy for brand growth

  • How to balance organic content with paid media for long-term success

  • YouTube Shorts as an emerging opportunity for brand visibility

  • The growing importance of profitability in today’s e-commerce landscape

  • Managing customer acquisition costs while focusing on sustainable growth

  • Why ROAS alone isn’t enough—profitability and LTV must guide strategy

  • The need for margin and product profitability analysis before scaling

  • Why marketers must understand key business metrics beyond ad platforms

Sponsor for this episode:

This episode is brought to you by BSR Digital.

BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing.

To learn more about BSR Digital, visit their website or book a call here.

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