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Capitalizing on Q5: How DTC + E-comm Brands Can Maximize January (And a Few Career Lessons, Too)
Q5 might be invisible to consumers, but savvy marketers know this time can be a mega growth driver for brands. So how can brands capitalize on this tight window between Black Friday and the end of January, especially in light of platform changes (ahem, Meta) rolling out in early 2025?
On December 16 at 12pm ET/9am PT, Alex Nagourney, Senior Vice President of Growth at Perelel – one of the most exciting wellness brands on the block – joined Haus’ Olivia Kory to talk about everything Q5 and how to maximize January’s potential.
This is a super busy time of year for brands – we know. And so, Alex and Olivia packed their absolute best into this live recording:
- Actionable, clear approaches for maximizing Q5
- POVs on tackling Meta’s policy changes
- Business signals that hint at a need for incrementality testing
- Learnings from their shared time at Netflix
- What it’s like pivoting into a growth role
No fluffy year-end wrap-ups here – we’re all aboard the clarity train for a successful Q5 and beyond.
---
Timestamps:
- [00:00:22] - Olivia introduces Alex Nagourney
- [00:06:27] - What is Perelel?
- [00:10:00] - Lessons from Quibi’s “failure”
- [00:11:55] - Alex discusses Q5’s importance as the “Super Bowl” for wellness brands and the criticality of starting the year with high-quality customer acquisition.
- [00:18:34] - Alex reveals Perelel’s practice of resetting Meta campaigns every six months to maintain performance and adapt to platform changes
- [00:20:34] - Insights into Perelel’s high-velocity site experimentation strategy, with over 50 tests per month, focusing on personalization
- [00:26:20] - Perelel’s Q5 channel mix
- [00:28:00] - The long-term value of YouTube influencers in Perelel’s marketing strategy, demonstrating their ability to drive conversions over time
- [00:33:27] - Does Perelel change its channel mix specifically during Q5?
- [00:34:55] - Why did Perelel decide to work with Haus starting 2025? Why now of all times to focus on incrementality testing?
- [00:39:29] - Biggest lessons from Netflix
- [00:49:30] - How to stand out when preparing for Q5 when it comes to securing influencers
---
Connect with Us:
🌐 Website: https://haus.io/
📱 Olivia's LinkedIn: https://www.linkedin.com/in/olivia-kory-50230812/
📱 Alex's LinkedIn: https://www.linkedin.com/in/alexandranagourney/
View all episodes
By HausQ5 might be invisible to consumers, but savvy marketers know this time can be a mega growth driver for brands. So how can brands capitalize on this tight window between Black Friday and the end of January, especially in light of platform changes (ahem, Meta) rolling out in early 2025?
On December 16 at 12pm ET/9am PT, Alex Nagourney, Senior Vice President of Growth at Perelel – one of the most exciting wellness brands on the block – joined Haus’ Olivia Kory to talk about everything Q5 and how to maximize January’s potential.
This is a super busy time of year for brands – we know. And so, Alex and Olivia packed their absolute best into this live recording:
- Actionable, clear approaches for maximizing Q5
- POVs on tackling Meta’s policy changes
- Business signals that hint at a need for incrementality testing
- Learnings from their shared time at Netflix
- What it’s like pivoting into a growth role
No fluffy year-end wrap-ups here – we’re all aboard the clarity train for a successful Q5 and beyond.
---
Timestamps:
- [00:00:22] - Olivia introduces Alex Nagourney
- [00:06:27] - What is Perelel?
- [00:10:00] - Lessons from Quibi’s “failure”
- [00:11:55] - Alex discusses Q5’s importance as the “Super Bowl” for wellness brands and the criticality of starting the year with high-quality customer acquisition.
- [00:18:34] - Alex reveals Perelel’s practice of resetting Meta campaigns every six months to maintain performance and adapt to platform changes
- [00:20:34] - Insights into Perelel’s high-velocity site experimentation strategy, with over 50 tests per month, focusing on personalization
- [00:26:20] - Perelel’s Q5 channel mix
- [00:28:00] - The long-term value of YouTube influencers in Perelel’s marketing strategy, demonstrating their ability to drive conversions over time
- [00:33:27] - Does Perelel change its channel mix specifically during Q5?
- [00:34:55] - Why did Perelel decide to work with Haus starting 2025? Why now of all times to focus on incrementality testing?
- [00:39:29] - Biggest lessons from Netflix
- [00:49:30] - How to stand out when preparing for Q5 when it comes to securing influencers
---
Connect with Us:
🌐 Website: https://haus.io/
📱 Olivia's LinkedIn: https://www.linkedin.com/in/olivia-kory-50230812/
📱 Alex's LinkedIn: https://www.linkedin.com/in/alexandranagourney/