Episode

9

:

Capitalizing on Q5: How DTC + E-comm Brands Can Maximize January (And a Few Career Lessons, Too)

Q5 marks a critical period for e-commerce and wellness brands, and Olivia Kory is joined by Alex Nagourney, Senior Vice President of Growth and Digital Product at Perelel, to get into the actual realities of navigating this key time as a subcription-based wellness brand. The dynamic duo dives – unfiltered – into:

• Short-term vs. long-term YouTube results
• The rationale behind retesting Meta campaigns every six months
• Why Perelel decided they were ready for an incrementality partner
• Lessons on first principles from Netflix
• The Formula 1 advice that found its way into Alex’s heart
• + more

‍Notable moments:

• [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

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