Episode Summary

Lee Joselowitz is the co-founder of The Quality Edit, and previously served as the head of growth at Ritual - taking them from the ground floor to over $100M in annual revenue. After experiencing first-hand the gaps in the DTC space, both on the consumer and brand side of things, she co-founded The Quality Edit - a content platform that curates and publishes content about the best online brands. It has quickly become a hybrid of modern media company and performance marketing solution for brands, helping DTC advertising partners arbitrage success on paid social.

Episode Notes

On this episode of DTC Pod, Lee joins Blaine to talk about the crossover between growth marketing and performance editorial. They talk about how ritual grew to a 9 figure brand, the power of affiliate, the importance of search intent, new media models, audience targeting, first party data, team building, and much more.

Episode Highlights

‍

‍3:00 Performance x Press 🚀

What ultimately changed the trajectory for Ritual was a few bespoke content partnerships with a handful of top-tier publishers. Like BuzzFeed was one of the standout ones, and we worked with them in ways that had never really been done before, leveraging their press and leveraging their editorial in paid acquisition, paid advertising in new and novel ways. It was, at the time, really groundbreaking and really, really changed the trajectory for ritual.

7:30 Start With Intent & Work Backwards 🔁

Google's really a strong place to be this really strong search intent. People are very specifically looking for, whether it's a prenatal vitamin or a multivitamin, or a postmenopause, or whatever it may be, people are searching for what they need. So it was almost like, crazy to not be showing up there, and it became very quickly a really big channel for Ritual.

8:15 Podcasts & Higher LTV 📈

As a subscription business, we had visibility into, where our best customers were coming from. And podcast customers were always at the top of that list. I think those are the customers that really, took the time to educate themselves, were really, not making impulse decisions on like seeing a cute Instagram ad. And, that more educated consumer really stuck around and became that really high LTV customer that we were trying to acquire. So then we kind of became obsessed, like, where else can we find, this type of customer?

This episode is brought to you by OpenStore:

Visit https://open.store to get a free, no-obligation offer for your e-commerce business from OpenStore in 24 hours.

Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.

Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here

Follow us for content, clips, giveaways, & updates!

DTCPod Instagram
DTCPod Twitter
DTCPod TikTok

Lee Joselowitz - Co-Founder of The Quality Edit
Ramon Berrios - CEO of Trend.io
Blaine Bolus - Co-Founder of Seated

‍