<![CDATA[Marketing Misfits with Curtis Howland]]>https://podcasters.spotify.com/pod/show/curtishowieRiverside.fm (https://riverside.com)Mon, 20 Apr 2026 12:06:05 GMTMon, 09 Mar 2026 21:44:43 GMT60Curtis HowlandPerformance marketing from the trenches. no BS, just data and contrarian takes from managing $100M+ in ad spend.episodicCurtis Howlandcurtis@misfitmarketing.cono<![CDATA[Rapid Scaling a DTC Beauty Brand | Hugo | Episode 2]]>The conversation covers the journey of Hugo Pires to becoming the CMO of Sassy Saints, the birth of Sassy Saints as a beauty brand, understanding customer personas, persona exploration and marketing strategy, persona split and audience targeting, navigating shiny object syndrome, and an innovative content creator program implemented by Hugo Pires. The conversation covers content creator collaboration, learning from brands, CBO vs. ABO, and creative testing and scaling. It delves into the strategies, benefits, and challenges of each approach, emphasizing the importance of understanding customers and leveraging insights for effective advertising.

Takeaways

  • Understanding customer personas is crucial for effective marketing strategy.
  • Navigating shiny object syndrome requires a balance between exploring new ideas and focusing on core strategies. Understanding customer language is crucial for resonating with the audience.
  • The choice between CBO and ABO depends on the business's unique needs and goals.

Chapters

  • 00:00 The Journey to CMO
  • 05:22 Understanding Customer Personas
  • 13:13 Persona Split and Audience Targeting
  • 18:28 Navigating Shiny Object Syndrome
  • 30:09 Content Creator Collaboration
  • 38:11 Learning from Brands
  • 50:31 Creative Testing and Scaling
]]>300e3d67-22cb-4fd9-8684-a708174ed2ebMon, 09 Mar 2026 22:44:50 GMT<p>The conversation covers the journey of Hugo Pires to becoming the CMO of Sassy Saints, the birth of Sassy Saints as a beauty brand, understanding customer personas, persona exploration and marketing strategy, persona split and audience targeting, navigating shiny object syndrome, and an innovative content creator program implemented by Hugo Pires. The conversation covers content creator collaboration, learning from brands, CBO vs. ABO, and creative testing and scaling. It delves into the strategies, benefits, and challenges of each approach, emphasizing the importance of understanding customers and leveraging insights for effective advertising.</p><p></p><p>Takeaways</p><ul><li>Understanding customer personas is crucial for effective marketing strategy.</li><li>Navigating shiny object syndrome requires a balance between exploring new ideas and focusing on core strategies. Understanding customer language is crucial for resonating with the audience.</li><li>The choice between CBO and ABO depends on the business's unique needs and goals.</li></ul><p></p><p>Chapters</p><ul><li>00:00 The Journey to CMO</li><li>05:22 Understanding Customer Personas</li><li>13:13 Persona Split and Audience Targeting</li><li>18:28 Navigating Shiny Object Syndrome</li><li>30:09 Content Creator Collaboration</li><li>38:11 Learning from Brands</li><li>50:31 Creative Testing and Scaling</li></ul>no00:53:3212Rapid Scaling a DTC Beauty Brand | Hugo | Episode 2full<![CDATA[How Wish Spent $2B on Ads and Became the #3 App in the World | Christian Limon]]>Christian Limon was the growth executive behind Wish — the ecommerce app that sat right behind Facebook and Instagram as the third most downloaded app in the world. With a tiny team and $2 billion in ad spend, he helped build one of the most sophisticated advertising operations Facebook had ever seen.

In this episode, Christian breaks down how Wish was designed from day one to be the perfect ad client, how they co-created Dynamic Product Ads with Facebook, why they ran everything through the API so even their own reps couldn't see what they were doing, and the expected value model that led them to bet on LeBron James joining the Lakers — turning a $40M sponsorship into what may have been a billion-dollar impact on Wish's IPO.

He also shares how he got the Mayweather-McGregor fight sponsorship for 1/10th the asking price by telling agencies to call him when deals fell through.

Topics covered:

  • Building a company to maximize ad algorithm performance
  • Hacking Facebook app install ads for ecommerce before anyone else
  • Running 99.99% of spend through DPA
  • The LeBron James / Lakers probability model
  • Sponsoring the most-watched fight in history for $1M instead of $11M
  • Why "hanging around the hoop" is the best dealmaking strategy
]]>https://podcasters.spotify.com/pod/show/curtishowie/episodes/How-Wish-Spent-2B-on-Ads-and-Became-the-3-App-in-the-World--Christian-Limon-e3fa9pvbdd86ac7-89aa-4d1c-9508-9c8fd049cc59Thu, 19 Feb 2026 13:55:10 GMT<p>Christian Limon was the growth executive behind Wish — the ecommerce app that sat right behind Facebook and Instagram as the third most downloaded app in the world. With a tiny team and $2 billion in ad spend, he helped build one of the most sophisticated advertising operations Facebook had ever seen.</p><p>In this episode, Christian breaks down how Wish was designed from day one to be the perfect ad client, how they co-created Dynamic Product Ads with Facebook, why they ran everything through the API so even their own reps couldn't see what they were doing, and the expected value model that led them to bet on LeBron James joining the Lakers — turning a $40M sponsorship into what may have been a billion-dollar impact on Wish's IPO.</p><p>He also shares how he got the Mayweather-McGregor fight sponsorship for 1/10th the asking price by telling agencies to call him when deals fell through.</p><p>Topics covered:</p><ul><li>Building a company to maximize ad algorithm performance</li><li>Hacking Facebook app install ads for ecommerce before anyone else</li><li>Running 99.99% of spend through DPA</li><li>The LeBron James / Lakers probability model</li><li>Sponsoring the most-watched fight in history for $1M instead of $11M</li><li>Why "hanging around the hoop" is the best dealmaking strategy</li></ul> no00:57:5411How Wish Spent $2B on Ads and Became the #3 App in the World | Christian Limonfull