DTC Unboxed · 2026-06-03 · 43 min
Madelyn Byers has managed over $100 million in media spend, had individual videos spend tens of millions, and says she still sometimes has no idea what will work. After a decade in D2C, that is not a confession. It is a philosophy. She built the in-house performance creative programme at HelloFresh Group, working across HelloFresh, EveryPlate, Factor and Green Chef. She was an early member of Aura Ads' growth team. She now works on growth at Black Girl Vitamins, one of the fastest-growing supplement brands in DTC. In this episode, Madelyn and Ryan cover her two-lane creative system: running optimisation and experimentation in parallel rather than in opposition. They get into why the body and CTA of a video ad are more important than most people give them credit for, how she structures creative testing with real spend thresholds rather than gut feel, and what Andromeda has genuinely changed about the way performance creative works.
ZOE: Unboxed - The one hook that cut Zoe's CAC in half with Raphael Yarish76 / 100The Oodie: Unboxed - "Getting Banned on Meta Was Our Best Move" with Paddy KennedySmalls: Unboxed - "They Literally Repackage Dog Food and Sell It to Cats." How Smalls Is Dismantling Big Pet with Will YoumAG1: Unboxed - How AG1 Leveraged Podcast Advertising To Grow From $10M to $600MDTC Unboxed: Breakdown - How Gruns Hit $300M ARR in 2.5 Years (And Why the Model Is Genius)