VP of Growth Reveals Biggest Mistakes Brands Use When Diversifying

In this episode of Chew on This, hosted by Ash Melwani, Wyatt, the VP of Growth at Mary Ruth's, discusses diversifying marketing channels for fast-growing brands. Wyatt shares insights on when brands should expand beyond core platforms like Meta and Google, emphasizing the importance of financial stability and organic reach. He details Mary Ruth's approach to testing new channels like AppLovin, focusing on incrementality testing and understanding the impact across various sales channels, including Amazon and retail. Wyatt also highlights the significance of creative strategy, content iteration, and measuring beyond website conversions to drive omnichannel growth. He advises brands to prioritize profitability and organic strength before heavily investing in diverse marketing efforts, and to bring core marketing roles in-house for better strategic alignment and growth.