DTC Podcast Ep 440: Driving 5x Digital Growth – How Salt & Stone Optimizes E-commerce and Amazon Sales
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Sep 16, 2024 In a captivating conversation, Dejan Rankovic, SVP of Digital at Salt & Stone, shares his expertise in digital marketing. He reveals how the brand achieved a staggering 5x growth in digital revenue within a year. Dejan discusses the power of prioritizing hero products like the Mini Discovery Set for customer retention and effective ad spend strategies across platforms like Meta and TikTok. He also delves into influencer marketing tactics and the significance of Amazon integration to enhance e-commerce success.
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Netflix Strategy To Dr Squatch Operator Journey
- Dejan described his transition from Netflix strategy to hands-on operator at Dr. Squatch where he helped grow revenue 10x and expand the team from ~60 to 300–400 employees.
- He said working on P&L at Netflix taught him unit economics and retention lessons that translated to D2C.
Santal Acts As The Brand Mascot And Story Engine
- Dejan frames scent as the brand's core differentiator, calling Santal the 'mascot' and structuring product development around scent-forward versus design-forward axes.
- They filter site by scent, build scent 'set universes', and prioritize scent-led storytelling.
Change Attribution And Campaign Structure On Meta
- Do optimize Meta structure and attribution immediately by moving from 7-day click to 1-day click and using CBOs with exclusions for better incremental new-customer acquisition.
- Dejan credits these platform changes plus diversified creative for the first major wave of growth.