BrandBusters CPG and eCommerce Podcast

BrandBusters CPG and eCommerce Podcast

By James Schwyn and Sean LeeBusinessMarketing
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BrandBusters CPG and eCommerce Podcast episodes

  • BrandBusters Ep. 18: Matt Mullenax, Co-Founder & CEO of Huron

    In Episode 18, James and Sean sit down with Matt Mullenax, Co-Founder & CEO of Huron, a fast-growing men’s care brand offering products with high-quality ingredients and captivating scents.

    We cover:
    -Matt’s career path, from investment banking to Bonobos, and how his journey led him to launch Huron


    -The challenges of launching a DTC (direct-to-consumer) men’s personal care brand


    -The importance of customer-first thinking and how Huron emphasizes consumer feedback in product development


    -The impact of scent on the men’s care market and why it’s a key differentiator for Huron


    -Navigating the world of fundraising, including the value of having investors with domain expertise


    -Key lessons Matt learned along the way, from formulating products to scaling a brand across multiple channels like Amazon and DTC


    Matt’s passion for his brand and deep understanding of the men’s personal care space shine through in this insightful conversation.

    39 min
  • BrandBusters Ep. 17: Brooks Powell, Founder & CEO of Cheers

    In Episode 17, James and Sean talk shop with Brooks Powell, Founder & CEO of the #1 alcohol-related health & wellness product, Cheers.

    We cover:
    -Launching health & wellness products that are early in their clinical evidence life cycle
    -The science behind the product, why it works, and what the average alcohol consumer gets wrong biologically
    -The value of building "in the open" and how a founder-led content marketing strategy can unlock retail distribution
    -Chronicling his experience from Shark Tank from application to vetting to pitching before the Sharks and how it created a sales surge
    -The power of manifesting your goals and building a company culture around that
    Brooks packs a punch with his genuine disposition and deep knowledge of his brand and the science behind it.

    51 min
  • BrandBusters Ep. 16: Sean Lee on founding the Zevo Insect Brand

    In Episode 16, James and Sean flip the script and James interviews Sean about founding the Zevo brand and his time in the P&G Ventures studio.

    Sean is the co-founder and President of Cincy Brands (a CPG operating company), Co-host of BrandBusters, and Co-Founder of the Zevo Brand. Sean spent a decade at Procter & Gamble in Brand Management - leading brands like Iams pet food and Old Spice deodorant. He was the former CMO of Amify (sold to Cart.com). Sean has worked as an executive for private equity and venture capital-backed CPG and eCommerce businesses.
    In this episode, we discuss:
    1. The leap from leading established brands like Old Spice at Procter & Gamble to founding the Zevo brand within P&G Ventures.
    2. How Sean identified the insect control category as ripe for disruption and the challenges of launching a brand within a large, risk-averse corporation.
    3. The importance of consumer education and feedback, and how early product hurdles were overcome to build a successful brand.
    4. Zevo’s strategic retail launch, starting with an exclusive partnership with Home Depot, and expanding to Target and Walmart by aligning distribution with brand awareness.
    5. Key lessons on the entrepreneurial mindset needed to succeed in a big company, the value of mentorship, and staying curious in the face of challenges.
    Sean shares invaluable insights on navigating corporate innovation, offering practical advice for anyone looking to launch a new brand, especially within a large organization.

    51 min
  • BrandBusters Ep. 15: Dr. Steven Goudy on Founding Dr. Noze Best While Working Full Time as a Pediatric ENT

    In Episode 15, James and Sean dive deep with Dr. Steven Goudy, the founder of the innovative babycare brand, Dr. Noze Best, and Director of Pediatric Otolaryngology (ENT) and Vice Chairman of Research of Otolaryngology at Emory University School of Medicine.

    We discuss:
    -The journey from being a world-renowned pediatric otolaryngologist (ENT) to founding a CPG brand centered on improving upper respiratory health in children.
    -How personal experiences with his own children and patients sparked the key insight to create a hospital-grade nasal suction device.
    -The importance of listening to repeated consumer needs and transforming those insights into actionable product solutions.
    -The challenges and learning curve of entering the ecommerce space without a traditional business background.
    -How he built a board of advisers and hired an external CEO to make the company successful.
    -Leveraging TikTok and other social platforms for educational content, building brand authenticity, and engaging with parents.
    -The critical role of mentorship, the psychological resilience needed in entrepreneurship, and the value of systems like the Entrepreneurial Operating System (EOS).
    -The unique difficulties in fundraising for a child-focused CPG brand and the importance of finding the right investors aligned with your mission.
    -How Dr. Noze Best is expanding beyond online sales into brick-and-mortar distribution while maintaining its commitment to content and education-first marketing.
    Dr. Goudy shares invaluable insights on balancing a demanding medical career with entrepreneurship, offering practical advice for anyone looking to start a brand, especially in the challenging CPG sector.

    48 min
  • BrandBusters Ep. 14: Cody Griffin on Life @ First Day, Dr. Squatch, & Bain

    In Episode 14, James and Sean talk shop with Cody Griffin, Head of Marketing at the emerging supplements brand, First Day, former VP of Marketing at Dr. Squatch, and Management Consultant at Bain.
    We discuss:
    -How management consulting is comparable to a residency in running a business and the most successful DTC and startups have smart people AND a bias for action
    -Understanding why you were hired (and trusting that) while demonstrating the skills you have that they don't know about
    -Being ruthless about your brand's growth levers, especially first purchase AOV, to improve first purchase payback along with repeat purchase rate, especially one to two, to preserve unit economics
    -Cutting through the noise by remaining true to your brand voice and with mediums like direct mail with consideration to key trigger points
    -How First Day starts with educating consumers first and is solving the rising issue of Hidden Hunger
    -Brands that Cody is bullish about (shout out to Neuro Gum and Nguyen Coffee)
    -Misogi and the importance of committing to one challenge/year where your likelihood to fail is 50% or more
    Cody is well-versed in knowledge and provides actionable insights whether you're a mature 9-10-figure brand or emerging and on the cusp of crossing 7 figures.

    47 min
  • BrandBusters Ep. 12: Clean Age Brand - Rachel Peters, Founder & CEO, and Brady DeLong, VP of Sales

    In Episode 12, James and Sean have an engaging conversation with Rachel Peters and Brady DeLong.
    Rachel is the Founder and CEO of Clean Age, a personal care brand designed for teenagers with a strong presence in major retailers like Target and Walmart. With over 15 years of experience in CPG branding, Rachel shares her journey from inspiration to execution.


    Brady, the VP of Sales and Operations, brings a diverse background in natural CPG and culinary worlds, adding valuable insights to the conversation.
    We discuss:
    -How Rachel's background and family life inspired the creation of Clean Age
    -The role of a venture studio in launching and scaling a CPG brand like Clean Age
    -The challenges and strategies of a retail-first approach, especially in securing major retailers without a direct-to-consumer (DTC) foundation
    -The importance of gender-neutral products and sustainability in appealing to Gen Z and Gen Alpha consumers
    -Insights into Clean Age's product roadmap and the importance of scent and body spray extensions
    -Navigating the complexities of retail logistics and maintaining strong relationships with buyers
    -How their launch at Walmart almost turned into a disaster based on the wrong case and pallet labels for the inventory.
    -How personal routines and work-life balance contribute to entrepreneurial success
    Rachel and Brady provide valuable insights into the unique dynamics of the teen personal care market and share their experiences and strategies for building a successful brand.

    We hope you enjoy this episode and find their journey as inspiring as we did!

    49 min
  • BrandBusters Ep. 11: Will Nitze, Founder of IQ Bar

    In Episode 11, James and Sean have a vibrant discussion with Will Nitze.
    Will is the Founder and CEO of IQBAR, a company that produces plant-based nutritional protein bars, hydration mixes, and instant coffee that boost brain and body performance. Before IQBAR, Will was a Sales and Marketing Manager for Wood Mackenzie, a global insight business for renewables, energy, and natural resources. He's a Harvard Grad and Host of the Eating Glass podcast.
    We discuss:
    -How Will got into CPG (and his first retail launch into the drug channel)
    -The power of boredom avoidance and getting comfortable with pain in business
    -How to position a brand to last by riding trends and not tying yourself to them too closely
    -Food industry trends and our own nutrition philosophy
    -Where IQBAR is getting the best return in their digital marketing channels and thoughts on emerging channels
    We learned a ton from Will and hope you get a lot of value out of the conversation!

    44 min

About BrandBusters CPG and eCommerce Podcast

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BrandBusters is a weekly 20-30-minute podcast where we shoot it to you straight on all things CPG, eCommerce, and wellness!