The answer to all your DTC e-commerce growth is here, want to scale, exit, make money? Simple. Just sell your entire DTC business then use the money to buy AI compute. Instant 600% increase in stock price. Why hadn’t we thought of that? If you’re still somewhat sane and actually have a DTC business, then why not hire some of the ex Allbirds talent on the platform.

In a rare move, and a first for the company, Disney launched a product range selling exclusively on TikTok shop, abandoning the traditional Disney Store. The range is a collection of Muppet themed plushies and keychains featuring Kermit the Frog, Miss Piggy, and Gonzo.

Google is overhauling its Google Ads product, with AI Max replacing Dynamic Search and unifying enhanced conversions for web and leads into a single toggle starting in June 2026. Both have big implications for Google advertisers, so make sure you know what’s coming via the links.

As a seasoned VP of Marketing as the world shifts with AI, hype-cycles and changes in consumer behaviour, where are the most important areas to focus energy of a brand, and what do you feel brands are commonly not prepared for?

It’s critical to remind yourself and your team to get back to basics: who is our customer, what are we selling, and, most importantly, what do we stand for as a brand.

If there is a lack of focus on these areas, it can derail a business. AI, hype-cycles, and changes in behavior will continue to be ever-present, and every brand is navigating through these challenges. The most successful brands have a clear vision, a product they can stand behind, and a strong understanding of their consumer and how to best engage with them.

It’s also critical for brands to constantly be thinking ahead. What got you here won’t get you there. How are we innovating in our product roadmap? What do younger consumers value, and how can we bring them into the fold? What is the newest advertising channel, and how much can we allocate budget for testing? Where is content being consumed, and how can we be in the mix? While continuing to read, react, and optimize the current business, it’s essential to be one step ahead with the brand vision for the future.

You mentioned at Ruggable you tested 10,000+ creative ads over a year. How do you manage such high scale creative testing? Additionally, what’s the reason there isn’t a smaller set of repeatable formulas from past data?

The volume of creative was driven by our aggressive iterative testing approach.  There were some key, core concepts that proved to be tried and true drivers for us, and the challenge for our team was to build on these winners to unlock new top performers.

For example, we had a strong static photo concept that was a consistent driver for us, and we tested layering in different types of animation on top of the image to amplify the concept and continue to drive scale.  We also leaned heavily on AI to drive ad iteration velocity, so that our creative team could focus on new concept innovation.

You can hire Carly through The Starters HERE.

We have a very special offer from SubSummit (13-15 May, Kansas City) for brands. The Hosted Merchants Program is a free ticket and $750 travel reimbursement for brands who qualify to attend the summit. Last day to apply is Tuesday, April 21st.

SubSummit is the only conference built for recurring revenue brands. Learn the strategies that cut churn by 40 percent and unlocked serious ARR lifts for companies, directly from the operators who did it.

With brands such as Dr. Squatch, IPSY, Huel, Masterclass and Feastables all as previous and current attendees, plus our beloved and irresistibly attractive Jai is giving a talk on building teams in the AI era, it’s certainly not to be missed.

This month Nova Analytics released a report on the growth of TikTok shop, with expansion into Europe and Japan happening this quarter.

Nova reports that TikTok Shop hit $33 billion in global GMV in 2025, up from $20 billion the year before. With a merchant base growing by a factor of seven YoY. Launch incentives include zero commission and subsidized shipping for early adopters.

The platform has been courting large brands to build credibility in Western markets.

Market expansion for 2026

Read the full Analysis HERE

Each week we feature recent hires, showcasing top brands partnering with human brilliance to build their brand. This week’s hires include: