Sarah Carusona is a Fractional CMO and Head of Growth at MentorPass, which matches startups with vetted mentors who have launched and scaled consumer product companies. As an e-commerce leader, she has driven profitable growth by overseeing $200 million in media across performance and traditional channels, managing holistic retention programs, and spearheading website merchandising and CRO. Before MentorPass, Sarah was the Director of eCommerce at OluKai, an eCommerce Growth Strategist at Common Thread Collective, and the Director of Media Buying at Tier 11.

When managing digital advertising, businesses often rely on outdated strategies like tweaking campaign settings in hopes of driving results. However, this approach overlooks the role of content quality and product strategy in achieving sustainable growth. So how can businesses effectively scale beyond the limits of traditional media buying tactics?

E-commerce consultant Sarah Carusona explains that modern growth relies on a combination of innovative product launches and compelling storytelling. Brands must focus on creating excitement through consistent new product releases and engaging narratives that capture consumer interest. By shifting their efforts from micromanaging ad accounts to developing robust marketing calendars and creative strategies, companies can build long-term success. Sarah also stresses the importance of moving beyond short-term fixes and reactive problem-solving toward proactive planning for future growth.

In this episode of the Up Arrow Podcast, William Harris chats with Sarah Carusona, a Fractional CMO and Head of Growth at MentorPass, about strategies for profitable brand growth. Sarah explains how to obtain founder buy-in for content strategies, why you shouldn’t rely solely on UGC and TikTok Shop, and her attribution system for content-driven sales.

Brad Hoos is the CEO of The Outloud Group, a global influencer marketing agency. Brad and his team have worked with hundreds of eight- and nine-figure brands, including Athletic Greens, NerdWallet, and SimpliSafe. As a former management consultant and business builder, he has been featured in The Wall Street Journal, USA Today, and Forbes.

When working with influencers, brands either select a single influencer to create content on one platform or choose creators who advocate for any brand without consistent loyalty. This can compromise brand integrity and consumer trust, leading companies to believe influencer marketing isn’t worth the investment. How can you capitalize on influencers who will promote and advocate for your brand?

Influencer marketing specialist Brad Hoos maintains that low-quality influencers ruin a brand’s reputation, especially when targeting consumers on social media. He says to identify creators who have invested in their audience’s interests to establish a loyal following. These influencers understand how to create content that adds value and positions your products as top performers in the market. You can also select creators by evaluating their CPA and performance metrics in specific categories.

In this episode of the Up Arrow Podcast, William Harris sits down with Brad Hoos, the CEO of The Outloud Group, to discuss influencer marketing strategies to promote your brand. Brad explains the difference between brand advocacy and voice, how to expand into new markets using adjacent targeting, and AI’s role in the influencer marketing space.

Curtis Matsko is the Founder and CEO of Portland Leather Goods, a DTC high-quality leather goods company. He built the brand out of his garage, scaling it from zero to over $100 million in yearly revenue. As a serial entrepreneur and digital marketing expert, Curtis has worked in design production, marketing, and customer service.

When scaling your business, it’s essential to recognize that what got you from zero to $10 million won’t get you from $10 to $100 million. Significant revenue jumps entail higher costs and larger operations, so relying on your previous successes will only hinder you. How can you break through the glass ceilings of growth?

As a self-proclaimed e-commerce genius, Curtis Matsko launched his brand out of his garage and scaled it to $150 million. He maintains that steady growth begins with in-house production to create high-quality products that drive sales and foster customer loyalty. As your customer base grows, you can build products that generate customer lifetime value and acquire new customers. Another aspect of profitable growth involves building a team that can grow with your business. This requires hiring candidates whose personal and professional goals align with desired positions by conducting thorough interviews that emphasize key personality traits and experiences.

In today’s episode of the Up Arrow Podcast, William Harris welcomes Curtis Matsko, the Founder and CEO of Portland Leather Goods, to talk about creating a foundation for profitable long-term growth. Curtis explains how to build a solid customer retention cycle, how he created Craigslist ads to acquire talent, and how overcoming alcohol addiction influenced his growth and decision-making mindset.