What does it take to spot the next iconic consumer brand before the rest of the world catches on? Andrew Maxman leads venture and growth equity at Imaginary — the powerhouse VC fund backing today's biggest names in consumer including Glossier, SKIMS, The Row, and Reformation.

In this episode, Andrew walks us through his pivot from Goldman Sachs’ bond market into consumer investing — and how he instantly knew he’d found the perfect fit. He takes us behind the scenes to show what VCs really think when evaluating brands, the philosophies that guide his decisions, and the evolution of the consumer landscape from the golden age of DTC to today.

If you want an unfiltered look into how top investors evaluate founders, markets, and momentum — this is the episode you’ve been waiting for.

Tune in and take a seat on the other side of the table.

ABOUT ADGILE
Adgile Media Group is the leading tech-enabled, out-of-home advertising company! With data at the center of all that we do, Adgile delivers advertisers the biggest bang for their advertising dollar.
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We’re joined by Jackie Widmann — SVP of Marketing & Commercial at BERO, the premium non-alcoholic beer brand launched in 2024 by actor Tom Holland and John Herman (former President of Nutrabolt).

Jackie walks us through her impressive rise across the food & beverage world. She reflects on the early days of her career as employee #5 at The Infatuation and how she helped scale one of the most influential dining platforms in the country leading up to its acquisition by JPMorgan Chase. Prior to joining the BERO team, Jackie was a key member of the marketing & innovation team at AB InBev where she worked with in-house brands like Los Sundays Tequila Seltzer, Noonshine, and Beach Day.

 
Now, at celebrity-backed BERO, she leads global marketing, communications, and commercial go-to-market — with a bold vision: BERO on every menu, in every bar. We dig into BERO's strategy, including experiential events like the BERO Padel Classic and activations at Wimbledon,  getting placement in Chase Sapphire lounges, navigating distribution, more.

We also talk about the booming non-alc category and what’s fueling the shift in culture. NA beer currently represents 83% of the non-alcoholic category, which NIQ projects will surpass $1B in the U.S. by 2025  — and Jackie believes BERO is perfectly positioned to win!

ABOUT ADGILE
Adgile is the leading tech-enabled, out-of-home advertising company! With data at the center of all that we do, Adgile delivers advertisers the biggest bang for their advertising dollar.

What’s your favorite condiment?

If the answer is mayo, this episode is absolutely for you.

Avery Hairston, VP of Marketing at Ayoh Foods, joins Adgile cofounders Max Flannery and Tom Shea to talk about growing up in a marketing family,navigating the startup world and cultivating a network, spending five years at Banza—eventually leaving as Director of Marketing, and how he landed at Ayoh Foods. 

Avery also dives into what it’s like marketing a brand co-founded by a public figure—Ayoh’s own internet-favorite chef Molly Baz. 

And yes… the boys do a live taste test of Ayoh Foods’ mayo right on the pod.

If you want to learn about CPG marketing strategies and even how to break into marketing, give this a listen!

What do Yale Law, Miss Universe, A-Rod, and a dual-ended mascara have in common? 

Jeff Lee.

In Season 3, Episode 2 of Driving Performance, I hopped in the truck with Jeff Lee, CEO & Co-Founder of DIBS Beauty, to trace one of the wildest, most intentional career arcs I’ve ever seen – and how it all ladders up to building one of beauty’s fastest-growing brands.

We start with Stop 1: the personal story.

Jeff grew up the kid with a chip on his shoulder — bullied, deaf in one ear, raised by engineer-turned-entrepreneur parents who expected a lot. That mix of pressure + proof shaped how he sees work: you might not control the outcome, but you can out-prepare and out-execute everyone else.

Stop 2: the résumé that makes no sense… until it does.

Jeff is a Yale-trained M&A lawyer who walked away from a top firm, elbowed his way into the insanely insular Miss Universe world by… writing a blog, then ended up President & COO of A-Rod Corp, helping turn a Hall-of-Fame athlete into a media & business platform. His throughline: show up over-prepared, add real value, and don’t be afraid to be the outsider in the room.

Then we hit DIBS.

DIBS originally stood for “Desert Island Beauty Status” – the products you’d take if you could only pick a few. Now, depending on who you ask, it’s also “ditch the BS” or “do it better.” The obsession is the same: take the intimidation out of makeup with fun, multi-use, inclusive products. Their hero Desert Island Duo (blush on one side, bronzer on the other) is almost offensively simple… which is exactly the point. It solved a “common sense” problem the market had overlooked.

We got into creator vs. celebrity brands.

Jeff’s POV: creator-led brands win when the creator is in constant dialogue with their community and comfortable selling on camera. Celebrity brands can crush (think Rare, Haus Labs) but only when the involvement is real, not bolted-on. With Courtney Shields, DIBS had a founder-creator who genuinely lives in that day-to-day feedback loop – and it shows in product, content, and growth.

Speaking of growth:

Launched in 2021, DIBS quickly became one of the fastest-growing beauty brands, posting eye-popping YoY numbers and turning Ulta Beauty into its single biggest growth driver. Jeff talks a lot about “making your own luck” – but he’s also honest about timing, positioning, and the power of having a team that’s willing to do anything (including finance going to their local Ulta to support store expansion).

We closed with their “bet-big” moment:

The launch of DIBS Double Standard Mascara – a first-of-its-kind brown tubing primer + black volumizing mascara built around a simple idea: refuse to choose. One SKU that finally lets multi-hyphenates get length, volume, and wear in one go. It’s their first full-on omni launch with Ulta, rolling into all 1,400 stores, conscious beauty endcaps, travel sections… and yes, onto a fleet of trucks you’ll start seeing IRL.

If you’re into brand-building, creator-led beauty, or just love a “how is this all the same person?” career story, this one’s worth the ride. Link in comments!

DRIVING PERFORMANCE S3 IS HERE!!!

And to bless us with her presence for Episode 1 is none other than Lisa Guerrera, founder of Experiment Beauty and all-around delight to chat with.

And she came equipped with ALL the lessons for her fellow founders.

Lisa traces a childhood love of chemistry into a beauty brand built on proof, not hype.

The Experiment Beauty positioning is simple and sharp: efficacy first—with aesthetics as the amplifier, not the excuse.

“Everything you do has to ladder up to that.” It’s the north star that shaped product, messaging, and every brief.

Early retail interest came fast—Sephora fast—but Lisa chose restraint over speed. “I’m glad we went slower,” she says, a rare founder sentence that paid off.

That pause refined the pitch. The “ah-ha” moment: lead with what works, then package it beautifully. Advice from Lisa: know your pitch cold.

Creators became the growth spark. Unprompted influencer love spiked Amazon and Google searches—proof that thoughtful seeding can power “effortless expansion.”

Lisa has beef with fear-mongering and trend-chasing. As beauty’s self-appointed Chemistry Advocate™️, she’s dismantling the “chemistry = danger” stereotype (thanks Breaking Bad).

Experiment shows you don’t have to choose. “Why not both?” Science and aesthetics—performance with a playful, shareable look.

The result is a brand that scaled by message discipline, community ignition, and patient sequencing—less sprint, more compounding.

Takeaways: go slower to go farther; let efficacy anchor every touchpoint; treat creators as a flywheel, not a tactic; educate instead of scaring; and when the consumer wants both, give them both.

Listen wherever you get your podcasts!

Our final episode of season 2 of Driving Performance features Ben Berman, the visionary founder and CEO of Tomorrow Farms. 🌱 Ben is dedicated to revolutionizing the food and beverage industry by creating irresistible brands that prioritize people, animals, and the planet. Loved hearing his brand's origin story and what truly drives the Tomorrow Farms team towards success.

Introducing Luke Schneider, founder of @firedeptcoffee! 🚨☕ As a retired firefighter, paramedic, and US Navy veteran, Luke was inspired by the vital role that coffee plays in helping firefighters stay alert through long shifts. FDC not only provides a growing selection of high-quality coffee but also supports injured first responders. Thank you for doing what you do, Luke!

Loved having @paulvoge, co-founder & CEO of Aura Bora, on the pod! 🌿 Their sparkling water made from herbs, fruits, and flowers is known for fun flavors like Cactus Rose, Lavender Cucumber, and Olive Oil Martini. You'll find it at 7000+ retailers, Amazon, and DTC. 🚀 #AuraBora #SparklingRevolution

Introducing Aisha Chottani, CEO and founder of Moment! Moment is loaded with adaptogens and mushroom powders, geared toward reducing stress and clearing brain fog, while leaving the bad stuff out of the equation (no caffeine, added sugar, or artificial flavors). Tune in to hear how Aisha absolutely just gets it right.

Transforming snack time with canister snacks that taste AND feel good. Embrace good taste, good ingredients, and good vibes! Join us for a flavorful journey!