The Ad Podcast

Scaling a digitally native brand into nationwide US retail requires navigating complex P&Ls, mitigating capital risk, and aligning digital demand generation with physical store execution. In this episode, Sarelly CEO and Co-Founder Rémi Martini joins host Dylan Conroy at Beauty Connect in Los Angeles to break down how his team transitioned from an MVP model on TikTok Shop and Amazon to a historic nationwide launch across 600+ Target doors.

Key tactical themes covered in this episode:

• Retail De-Risking Frameworks: Using social commerce platforms as an affordable sandbox to test products and iterate before entering major big-box retail.

• Multicultural Market Dynamics: Why authentic, Spanish-language content outperforms sanitized assimilation when engaging US Gen Z consumers.

• Omnichannel Architecture: Structuring your P&L by treating TikTok as a demand creation engine while utilizing Amazon and CTV for demand capture.

• Retail Media Network Execution: Leveraging specialized retail media buys like Target's Roundel to capture high-intent shoppers and achieve measurable ROAS.

Rémi Martini is the CEO and Co-Founder of Sarelly, where he oversees global strategy and international retail expansion, scaling the brand as the leading premium Mexican beauty presence in major retail ecosystems.

Connect with the Guest & Partners:

• Rémi Martini | CEO & Co-Founder, Sarelly: https://www.linkedin.com/in/remimartini/

• Sarelly Website: www.sarelly.com

• Host Dylan Conroy on LinkedIn: https://www.linkedin.com/in/dylanconroy/⁠⁠⁠⁠⁠

• Strike Social: https://strikesocial.com/guaranteed-performance-marketing/⁠⁠

Bruno Acanfora and Ariel Abramovici are the Chief Creative Officers of GUT Los Angeles and one of the most prolific creative duos in global advertising. Originally from Argentina, the pair have worked together for nearly two decades, shaping pop culture and earning top industry honors (including Cannes Lions International Festival of Creativity, The One Show, and The Clios) across stints at agencies like TBWA\Chiat\Day LA and GUT. Known for creating work that escapes the traditional ad bubble and takes root in mainstream conversation, they have spearheaded iconic campaigns for global powerhouses such as Gatorade (including the animated classic Heart of a Lio), Apple, Nike, The Coca-Cola Company, The Walt Disney Company, and DoorDash. At GUT LA, they champion courageous, brave ideas rooted in genuine human insight, humor, and cultural momentum.

Gigi Robinson ® is a digital creator, author, speaker, and founder of the consulting firm Hosts of Influence®. Holding a BFA and an M.S. from the University of Southern California, she first gained widespread national attention as a Sports Illustrated Swimsuit finalist, becoming one of the first visibly chronically ill models featured in the issue. Diagnosed with Ehlers-Danlos Syndrome (EDS) and other chronic conditions, Robinson has built an influential platform bridging disability advocacy, digital wellness, ethical creator partnerships, and media literacy. She is also the author of A Kids Book About Chronic Illness (Penguin Random House).

Michelle Huff is an food entrepreneur, advocate for clean eating, and the co-founder of Bare Beans.
Frustrated by standard canned beans—which often come submerged in salted water, metallic-tasting canning liquid, or firming chemicals—she teamed up with her husband, Robert Huff, to rethink how pantry legumes are produced and packaged. Together, they developed a proprietary retort cooking method that packages certified organic, non-GMO beans cooked directly in BPA-free pouches without added water, sodium, or preservatives.
Her mission focuses on making real, nutrient-dense whole foods as convenient as processed alternatives, supporting regenerative and organic agriculture, and eliminating the waste associated with canned goods.

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In this episode of The Ad Podcast, we explore how life sciences, pharmaceuticals, and insurance brands are moving away from dry product specifications toward patient-centric experiences and community-driven digital spaces.

• Transforming Pharma Marketing: Discover how brands transition from formulaic linear TV spots to supporting the emotional and lifestyle journeys of patients.

• Global Regulatory Landscapes: Compare the strict compliance guardrails of European markets with the progressive influencer and trust-building ecosystem in the US.

• Modernizing Financial Services: Learn why standard employee packages are being replaced by hyper-personalized, lifestyle-tailored insurance benefits.

• Channel Evolution: Understand why media planners are shifting away from traditional linear broadcasting toward long-form, cohort-specific community platforms.

Emma Maria Calleja is the Founding Partner at Von Peach, where she oversees creative consultancy and strategic storytelling initiatives for highly regulated global sectors.

Connect with the guest and host:

• Emma Calleja | Founding Partner, Von Peach: https://www.linkedin.com/in/emmamariacalleja/

• Dylan Conroy | Host, The Ad Podcast: https://www.linkedin.com/in/dylanconroy/⁠⁠⁠⁠⁠

• Brought to you by Strike Social: https://strikesocial.com/guaranteed-performance-marketing/⁠⁠

📬 Get the 3 best takeaways from every episode in a 2-minute email. Subscribe free: https://adpodcast.beehiiv.com

Joshua Hadley (MBA) is an e-commerce entrepreneur, speaker, and host of the eComm Breakthrough Podcast.

After starting out as a lifelong entrepreneur and working in marketing and project management at American Airlines, Hadley partnered with his wife, Becca, to co-found Hadley Designs in 2015. Initially launched as an online boutique for stationery, invitations, and home decor, the brand expanded significantly across major platforms such as Amazon, Shopify, and TikTok Shop, scaling into an eight-figure business.

Through his consulting platform and podcast, Ecomm Breakthrough, Hadley mentors and advises 7-figure brand owners and digital entrepreneurs on leadership, operational friction, hiring, and strategies for scaling to 8 figures and beyond.

📬 Get the 3 best takeaways from every episode in a 2-minute email. Subscribe free: https://adpodcast.beehiiv.com

Wing Lam is a restaurateur, entrepreneur, and philanthropist best known as the co-founder and face of Wahoo's Fish Taco. Born in Brazil to Chinese immigrant parents and raised in Orange County, California, Lam grew up working in his family's restaurant business. In 1988, alongside his brothers Ed and Mingo, he opened the first Wahoo's location in Costa Mesa. The brand became a Southern California staple by blending Mexican, Asian, and Brazilian flavors (such as teriyaki and black beans) with surf and skate culture. Beyond expanding Wahoo's into a multi-state franchise, Lam is an avid surfer and community advocate, frequently recognized for his active philanthropic work and support for local causes.

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Daniel Schotland, Chief Operating Officer at Linqia—the enterprise influencer marketing platform powering creator-led strategies for some of the world's biggest brands. Daniel began his career at Deloitte Consulting before taking his operational rigor to Linqia, where he leads product, data science, engineering, and client operations. From building Linqia's proprietary AI engines like Marco AI to pioneering the Creator Council—a framework that embeds creators upstream in brand strategy—Daniel is redefining how enterprise CMOs scale influencer marketing without losing authenticity. Today, we’re diving into moving beyond surface-level vanity metrics, using AI to streamline creator workflows, and why creators are becoming strategic advisors to Fortune 500 boardrooms.

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Laurel Mintz , J.D., M.B.A., is an entrepreneur, venture capitalist, and the founder and CEO of Elevate My Brand (EMB), a Los Angeles-based digital and experiential marketing agency.
Originally on track for a corporate legal career after earning a joint J.D./M.B.A. from Rutgers University University, Mintz shifted paths at age 26 when her father’s sudden illness called her to take over and lead the family retail business. That experience sparked a passion for scaling operations, branding, and business growth. In 2009, she launched Elevate My Brand to provide strategic, results-driven marketing for high-growth startups and global brands alike, including Meta, Verizon Wireless - Digital Telecom Media Services, PAW Patrol, and Zendesk.
Beyond EMB, Mintz founded Fabric VC, an early-stage venture fund investing in underrepresented and diverse founders.

📬 Get the 3 best takeaways from every episode in a 2-minute email. Subscribe free: https://adpodcast.beehiiv.com

Jeff Hastedt is an entrepreneur, sales leader, and the Co-Founder and Managing Director (or affectionately, "Chief Pizza Officer") of Brkthru, a digital media and advertising firm founded in 2017. With a background in media and sales dating back to 2000, his early career spanned broadcast radio and mass media roles with organizations such as CBS, Clear Channel Outdoor, and Powerhitz, as well as selling everything from violins to high-impact campaigns for major brands like Ford Motor Company and Indian Motorcycle Company.
Alongside co-founder Andrew Sklerov, Hastedt built Brkthru to bring enterprise-grade programmatic and digital advertising power to small- and mid-sized agencies without minimum-spend barriers. Under his leadership, the company has operated fully bootstrapped, earned multi-year placements on the Inc. 5000 list of America's fastest-growing private companies, and championed a high-touch, human-centric approach to digital media and client service.