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How MANSCAPED Rewrote the D2C Playbook — Exclusive with Marcelo Kertész
Published on:
17/1/2025
How MANSCAPED Rewrote the D2C Playbook — Exclusive with Marcelo Kertész
Summary
In this episode, Marcelo Kertesz, Chief Marketing Officer of MANSCAPED, reveals how navigating the high-stakes world of political campaigns shaped his creative and marketing strategies. His strategic approach, which won six presidential campaigns, is now being used to transition MANSCAPED from a D2C-first company to an omnichannel powerhouse. Marcelo discusses the key lessons he took from direct-to-consumer (D2C) marketing, particularly how it fast-tracks challenger brands like MANSCAPED to market. He shares the benefits and challenges of D2C, noting how it allows brands to scale quickly while exposing inefficiencies at higher growth levels. Marcelo explains how balancing performance marketing with long-term brand building is crucial to MANSCAPED’s continued success in digital and retail environments.
What can you expect here:
(02:20) Marcelo’s background in Brazilian advertising and political campaigns.
(02:52) Transitioning to life in the U.S. and launching new brands.
(03:50) Joining MANSCAPED and Marcelo’s vision for the brand.
(06:03) The evolution from a D2C-first model to an omnichannel approach.
(09:30) The strengths of D2C.
(11:39) D2C and performance marketing vs. mass scale.
(16:22) Fast ROI with D2C vs. longer retail cycles.
(18:53) Advice on transitioning from D2C to omnichannel strategies.
(20:23) Leadership skills: clear, constant communication and openness to challenges.
(36:17) Black Friday and holiday season campaign planning.
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