Defining Your North Star for Clearer Ad Messaging | Katrina Adams | Timeline

Speaker A: There are so many brands. I go to their website and I'm like, I don't even know how I, how to purchase this. This is confusing. There's all these different subscriptions. I'm overwhelmed. I don't know which one. It's just like make it simple, you know.

Speaker B: Honest E Commerce is a weekly podcast where we interview direct to consumer brand founders and leaders to find out what it takes to start, grow and scale an online business today.

Speaker C: Hey everybody. Welcome back to, welcome to another episode of Honest E Commerce. Today I'm welcoming the show. Katrina Adams. She is the director of Growth at Timeline Longevity focusing on new customer acquisition across paid media, creative and CRO. She's helped scale the business to nearly nine figures by constantly testing, iterating and finding out what actually drives conversion, not just traffic. Katrina, welcome to the show.

Speaker A: Thanks for having me Chase.

Speaker C: I'm excited to chat. Um, so first of all, just for the folks that don't know, could you quickly let us, you know, what are the types of products, products you are helping bring to market over there?

Speaker A: Yeah, so Timeline is a longevity company. So at the core we're a supplement, um, oral supplement company. We have gummies, soft gels, powder and um, uh, that's our main product. Then we have our secondary product line which is our skincare line. Um, and that is a topical full lineup of products. We have serums, eye cream, um, exfoliators and I um, think potentially more to come in the future. Um, and so yeah, the forefront I would say were supplement and then secondary skin.

Speaker C: Absolutely. Now where does your story with Timeline start? Take me back. Uh, maybe, maybe it starts a little bit before that with your career. I don't know.

Speaker A: Yeah, so I became aware of um, timeline back in 2022, end of 2022, um, and started there in um, I'm sorry 2023 into 2024, started there at the beginning of 2024, brought in really to scale their business, um, D2 at the core they're a Swiss based company with 15 plus years of research at the time. So um, taking that and scaling it to D2C, making that accessible to the consumer. Um, and so I was brought in just to scale the paid program across the meta, TikToks, Googles of the world. Um, and previous to that I was at Seed, which is another um, supplement ah category in the probiotic space. Very similar in the sense that science is at the forefront. And so um, I had deep experience in understanding how that differentiates from other supplement categories, um, and how to translate that to the consumer. Um, previous to that I was in Beauty and before that I was actually in a totally different category in media, um, and click based conversions, really the arbitrage market, um, before that. So I've pretty much tried every paid media category um, from the ground up, from media buyers all the way up to where I'm at, I'm at today as a director.

Speaker C: Absolutely. And so yeah, I guess I would love to learn a bit more about like what does uh, the day to day look like for a director of growth? Uh, kind of what teams are you interacting with? What are you know, if there are KPIs that you care most about, you know, how are you surfacing, uh, your best for the brand?

Speaker A: Yeah. So at the forefront we're a subscription based company. Um, we do have options for, for one time purchase but um, the highest you know, converting value would be for us to a CACTL TV ratio. That's um, you know, that makes sense for a long term consumer. Um, because at the core of our product is using it for a while to see results. Um and so that's at the forefront there. Um, new customer acquisition is kind of the name of the game. So every day I'm thinking about how many new customers we're bringing in, how efficient we are, are they subscription, are they one time? Um, and really leading into that whole customer journey from the first time they hear about us all the way to when they convert and then hand over to the um, retention team. So my core focus is just really making sure I'm pulling those levers back and forth, making sure that those, those CAC numbers are below our goals and then keeping in mind what the LTV is. So it's a little bit different channel by channel but that's kind of the ins and outs of it. Um, the deep like behind the curtain is uh, really focused on creative optimization, um, the CRO experience. So website is a huge, a huge lover for us. You might have an amazing beautiful ad but if the landing page doesn't continue to tell the story you kind of lose that conversion there. So really just finding out where it is that people drop off, where it is that we can optimize that conversion, um, and um, optimizing the journey throughout the time that they're with us now.

Speaker C: Are you much um, you know, if it was a developer like are you much getting in the code anymore or is it more that you're empowering the team, you're helping make decisions, you're helping troubleshoot and you're relying on the smart team members to kind of execute on these things and you're kind of there just playing quarterback.

Speaker A: Yeah, I think it's probably that. So I really am focused on optimizing the team, um, keeping strategy at the forefront, making sure that each individual contributor um, understands um, their role. But, but then how does that impact the rest of the team? Um, and then I would say I basically um, represent my team as a new customer acquisition, um, to the rest of the organization. So I'm in a lot of planning calls, um, strategy calls, um, and then you know, leadership calls uh, with those higher level C levels and uh, making sure that all that's translated to the board.

Speaker C: Yeah. So uh, net new customer is like the north star of your business unit.

Speaker A: Yes. Yep, exactly.

Speaker B: Most brands outgrow their legacy choices long before they switch. Bad platform decisions do not fail all at once. They fail slowly, then suddenly. First it is one workaround, then another tool, then another integration that is duct taped on top. And eventually your team is spending more time managing the stack than actually marketing to customers. Eventually rebuilding is less painful than staying. Usually when it starts to show up on the P and L, that's when scaling brands simplify and standardize on Klaviyo. Klaviyo is the AI first B2C CRM M. It combines your customer data, email, SMS analytics and customer experience tools into one platform. So you're not stitching together five different systems just to understand what your customers are doing. Your database updates in real time, your segments are update automatically. Your flows, campaigns and personalization all run off the same source of truth. And that shift is why many brands are moving to Klaviyo. Brands like Dollar Shave Club have reduced total CRM stack costs by over 30% after consolidating onto Klaviyo. Multi brand operators like Mark Fisher have migrated multiple brands and drastically reduced the time required to execute CRM. Marketing and brands using email and SMS together inside Klaviyo are seeing massive ROI compared to running channels in separate products platforms. The big unlock is simplicity and scale at the same time. Klaviyo is built for marketers, not for engineers. It is built for online businesses just like yours. And it is built for where E Commerce is going, not where it was five years ago. If you're running email and SMS across multiple tools or you're on a legacy platform and thinking about your next phase of growth, it's probably time to look at klaviyo. Go to klaviyo.com honest instead. See why hundreds of thousands of brands have already made the switch, that's klaviyo.com honest. K-L-A-V-I-Y-O.com honest. With that in mind, I guess, uh,

Speaker C: you gave me some amazing questions to ask you by the way. A little behind the scenes look for everybody. So uh, obviously you've got a lot of experience over the years. Uh, and if you were, you know, branching out, consulting or maybe you move on to a new position in the near future or whatever. Um, like if you were looking at a brand for the first time, what are the fastest ways you can tell where growth is going to be left on the table?

Speaker A: Yeah, so I would say most growth problems, um, aren't just channel problems, they're alignment problems. So I look for that alignment across the customer journey first. I will say most brands don't necessarily have a traffic problem. It's where that journey disconnects. Um, so for instance for us, paid, um, new acquisition as far as, from the ad standpoint looked really great. But we were noticing that our new customer numbers were dropping. And holistically as a, as a brand unit, our new customer cac, um, was higher than desired. So really had to look at that full journey from end to end. And we really unpack like where that disconnect was happening. And so for us, um, the storytelling on the landing page was where that disconnect was happening. So we might be talking about something like strength and it's really resonating from the ad standpoint. But then the conversion doesn't happen on the landing page because the story is completely disconnected from what that landing page experience.

Speaker C: Like something more generic.

Speaker A: Yes, exactly. Or PDP focused. Right. So just shopping, um, and you have to think of the consumer as uh, one person, not the piece of the funnel. So they might have um, really resonated with that ad. But there's more to that story than what's just on that ad. So really making sure you're, you're um, not mismatching, mismatching the messaging from end to end. Um, so really it's just that alignment across the funnel. Um, and then I think the other thing to really look at because you're, you're a whole brand with many different numbers and everything drives CAC and retention. Right. So looking at retention and how does that play into your new customer numbers? Because it actually does affect it. Um, we also find that linking our um, email experience to the new customer acquisition experience is super important. So you might not get that conversion right away, but you can capture that lead and you could market Them on an email. Um, and that is actually the tie that for us lifts all boats. So when I'm talking, if I was talking to a brand net new and I come in, I would look at all of those different levers across the funnel, end to end.

Speaker C: Absolutely. I was just consulting, uh, with a brand last week, and they did not have, uh, kind of like a welcome series for subscribers because they didn't want to email too much and they were only emailing once a month and they're doing millions of dollars. And I was like, you guys are sitting on growth here. I was like, just go, Go do this. And, uh, you know, some of those old habits die hard and you got to help people understand. It's like if they like your product, they want to get an email from you. Uh, but, yeah, I couldn't, I couldn't agree more. That connection of like, it's like almost.

Speaker B: I like to.

Speaker C: It's like, all right, your, your main goal with an ad, right, is a purchase. That's what everybody wants. But if your second goal should likely be a piece of identifying information, either a phone number or, uh, an email, and that should, you know, be an alternative KPI that like call something a win. Because, yeah, it's. If they don't buy out the first one, maybe they get hit with two or three of your Drip welcome series and they're like, you know what? This is for me? And then they, then they do convert from it. And so I think it sounds so obvious to you and I, but I think we have to spell it out sometimes for folks.

Speaker A: Yeah. And I think, you know, bringing in your, your, you as an individual and your experience is sometimes helpful, but oftentimes is different than what the consumer feels. So I think I resonate with the feeling of sometimes you're spammed by email, but we have to realize that individuals can make the decisions for themselves and we have to basically give them all the options. Um, and, uh, like you said, not leave money on the table.

Speaker C: Well, yeah, and it's also, if somebody is going to get annoyed by an email from you, were they ever a good, you know, were they ever going to be a customer in the first place? Right. That's like, I don't, I don't think I've ever gotten an email from a company that I was interested in buying from and be like, this is the last straw. And then like, I never buy from them. Like, that does. That's not a real situation. Right.

Speaker A: Exactly. You're totally right.

Speaker B: What is the next big idea that could change your business. A pricing change, a new bundling strategy, adding subscriptions, tweaking your shipping offer. Most brands make these decisions based on gut feel. They roll out the change, hope for the best, and have no real idea if it helped or hurt their business. Intelligems fixes that it is an AI powered testing platform that brings CRO level clarity to the decisions that actually move the needle. Not just button colors and headlines, but the big stuff. Pricing offers, shipping, new apps, even major site changes. Brands like Ridge Jones Road and True Classics are using Intelligence to test their most important decisions and see exactly how each one of those impacts profit before they commit. Momofuku used it to test promotional offers ahead of Black Friday Friday and found the version that increased profit by about 28%. Mott Bo ran structured pricing tests that drove roughly 30% more incremental profit. We use it at Electric Eye with almost every client we work with. And now Intelligence has a free AI powered audit that gives you three specific ideas that you can test on your store today. No commitment, no credit card, just three opportunities worth exploring. Head to Intelligems IO Audit and get your free audit in just a few minutes. That's Intelligems I.o. audit. Intelligems I.o.

Speaker C: audit. Okay, so I know there's a lot of listeners out there that are, you know, just hitting that threshold. They're like finally getting over a million dollars a year. They're like, I've done it. This big thing is done. Um, and now they're starting to get into, you know, a more uh, kind of like ICP focused funnel type strategy where they, you know, they're branching out a little bit beyond the pdp. They're doing landing pages, stuff like that. Obviously at the timeline scale you probably have a bunch of different funnels and a bunch of different things going on. If I like, if, if this was like my first, all right, we're, we're going to, we're going to branch out. We're going to stop spending traffic. Sending traffic only to the PDP for a flagship product. What should we like, what is the, the, the one step up? I don't want to go 20. It's, you know, it's. What is the next best thing we can start doing?

Speaker A: Yeah, I think the next best thing is leaning into whatever that benefit is of your product. So I think that's the whole, um, the whole reason you're offering that as a consumer based product in the first place is the benefits that the customer will receive. So leading with that first, um, so for us, one of our, um, clinical studies, one of the most um, scientific, uh, claims that we have is strength, um, and how you can actually retain and build strength with our product, um, without changing your current exercise routine. So you don't have to continue to lift more and more, um, to see benefits. And so that is where actually we were. We are taking the step to lead first. So building a page, um, answering all the questions someone would have about that. So um, I think of this sort of like a stair step approach. So strength. They see a strength ad, maybe it's someone you know, flexing. There's a couple of benefits, maybe a percentage here and there. It makes them click, they click, they go to the page and then we have a hero. What's in that hero? What do we want to answer next? So for us it's you know, um, we're the number one longevity doctor, um, recommended supplement. So we could put that there. Um, maybe we pull in another percentage, another claim, a strong call to action. And then below that you want to build that story. So bringing in um, more information behind the study, um, linking benefits to um, real people. So UGC reviews and you want to stair step that as you go down the page. So if someone hasn't clicked and then bought now, what else do they need to know? So you kind of just go back and forth, right? Okay, so if they still haven't purchased, then what? And that's how we build the page. Um, I like to reference some of those like best in class supplement brands like um, grooms who just got acquired. That's how they do this. Right? They lead with their strong, um, benefit claim and then they build the story on the landing page. And it might seem overwhelming, like we just talked about an email. People say, well that's too much information for someone. That's actually not true. I think it's really important to give the consumer the most information possible so that they can make an informed decision. Especially on something like a supplement.

Speaker C: Exactly. And it's people don't buy because of fear, uncertainty and doubt. And so your job as a marketer, as sales, uh, whatever you want to bucket your job under is that product page, that landing page. It needs to answer any question that might create fear, uncertainty and doubt that that product will solve the problem for that consumer. And the people that are bouncing, we're never going to buy in the first place. But the people that are on that page for two and a half minutes, they're going to buy or you haven't answered, like whatever that last Lingering question is just yet.

Speaker A: Exactly. Yeah. And so that's really like the crux of what we do with landing page experiences. So we're going to do that with another type of benefit. Right? We're going to think about the consumer that thinks long term, longevity, focus. What is that? How does our product, um, fix the problem that they have? Um, and so like meeting that consumer where they are. There's different types of Personas, so each one is a little more differentiated, but there's also crossover. So, um, I think it's also important to kind of build a wireframe of what a page should have and then you can duplicate that over and over and over. You don't have to continually reinvent the wheel. It's, um, I think a lot of people in our world overthink a very simple consumer issue, um, where they can simplify and duplicate it.

Speaker B: I have been in business for nearly 20 years and very few companies I have hired in that time have performed, performed as well as Electric Eye. They have knowledgeable staff and our project was delivered on time and on budget. Electric Eye has exceeded my expectations and

Speaker C: I look forward to working with them again.

Speaker B: That is a direct quote from one of our clients at Electric Eye. Electric eye is a Shopify plus partner that has helped over 100 brands migrate, redesign and optimize their stores since 2016. If you'd like to increase your conversion rate, average order value and revenue per session, we are the true Shopify experts you've been looking for. Right now we're offering a free diagnostic to qualified brands that reach out and mention the podcast. Visit electriceye IO today to schedule a call and send us a message. Find out why we have over 50 five star reviews in the Shopify partner directory. Again, that's electric. I.I o e l e c t r I c e y e dot I o.

Speaker C: That's like something we are, uh, we often do for brands is we come in and we go, all right, we're going to rebuild the landing page template. We're going to get off like a WYSIWYG builder. We're going to use Shopify sections. So our split testing is like right there in the theme and it's super easy to do. Um, and yeah, we just build out. It's not a generic template. It's 80, 20, everybody. Like, we tackle the first, biggest, strongest, you know, the benefit. This is the ICP. This is like, this is 80% of sales is. This is this thing. So we build that out and. But everything is modular, using sections everywhere. And Metafield. So it's like, all right, we can clone this landing page. And now we can, you know, now we're not talking about strength, now we're talking about longevity. Let's change those benefits and that copy on that page. And then if you're using some cool tools, you can in real time test headlines and stuff like that. Um, but yeah, that's kind of how the, how it's done.

Speaker A: Yeah, yeah, no need to over complicate a very simple, a simple tack. But um, no, I think it's totally true. It's a, um, you know, build each section and then duplicate that across the user journey.

Speaker C: I think people get really caught up in design oftentimes. But it's like, let's be real, you're not Apple, you're not. And I can tell you right now, I have seen the ugliest websites do tens of millions of dollars a year. Oh yeah, right. So it's like design is only like, um, if it only makes things a little bit better. But if your cough, literally, if your product solves a problem for the customer, they will buy regardless.

Speaker A: Absolutely. And making it easy for them to. I think another thing that we haven't talked about when it comes to this experience is um, the ease of converting. Yeah. There are so many brands. I go to their website and I'm like, I don't even know how I, how to purchase this. This is confusing. There's all these different subscriptions. I'm overwhelmed. I don't know which one. It's just like make it simple. You know, this, this one and this one and these are your two, you know, subscription based. Um, and you know, maybe the two month, maybe your four month plan or your one or your two, but that's it. You know, you don't need to over complicate it. You make it simple for someone to convert and then you upsell them in their, in the cart.

Speaker C: We do a lot of like buy box reconfiguring for folks, uh, just to like, you have to make it simple but also you, you have to make sure that the messaging is consistent. Like you need like the default units that all of these subscription apps come with. Like how it like says it in the cart or in the checkout, like sometimes don't match what it is you're actually selling them or like the frequency or the timeline of what you're selling them. That's a big like you know, over like if you're overlooking that. So, oh, I want to buy from you and I buy this product it's a three month subscription but in the card it says 90 days. Okay, well those are close enough. But like then I don't like it's, it needs to be exactly the same. So I have no questions about the amount of stuff I'm buying.

Speaker A: Exactly. Because if I personally as a consumer, if I have a bunch of questions, I'm not buying that product exactly. Or it's going to take more to convince me. So. Absolutely.

Speaker C: All right. We were talking a lot about on page experience, landing page, blah blah, blah. How do I get to a landing page? Paid media usually. Right. Unless you are just great at creating organic traffic, but it's usually going to be paid acquisition. How, how is that working, you know, in the year 2026? Like what mistakes are people making?

Speaker A: Yeah, I mean I can think of so many off the top of my head. But I think brands are trying to media way their way. Media buy their way out of weak positioning. So I think that's number one. Right. Um, I know I hate it, but it's true. Actually.

Speaker C: My buddies worked at a lot of really nice agencies with a lot of really nice brands and he, he told me something last year that really stuck with me. He's, I was like, oh, how's, how's things? How's, how's work? How's, you know, he's like, oh, it's a lot of brands trying to spend money to find product market fit. And I was like that sounds awful.

Speaker A: Yeah, and it's such a waste of time. I think if you don't already know what your position is, what your benefits are and what converts, then how are you going to build ads? Um, I think that's first and foremost. So obviously creative matters a lot. Um, but we just talked about that you can have a beautiful ad and you're not really sure exactly what this product is. I've had many ads actually that I've seen where I'm like, it's unclear to me what this is. Um, so I think that's number one. Making sure that you have sort of your North Star. What is it that your brand is and stands for? Right. So that's number one. But then it's how do you, I mean back to benefits, you know, leading with those benefits, um, and the strong claims behind them. So most of our ads are claimed based and then they're backed up with, you know, real results or um, real studies to back those claims up. So I think that's number one. Um, the other thing is that people make the mistake of audience led rather than creative led, if that makes sense. So if you're a meta, you know, if you're in meta algorithm, you realize that your creative actually finds your audience, not the other way around. So you are finding those net new audience pools with what's in your creative. So I just talked about strength. We build Personas off of strength. So let's just talk about the number one consumer is a woman who's over the age of 35. And if she's thinking about strength, what does that look like and how do we go and find her? Right. So then that is number one when we're coming up with these ad ideas. And that doesn't mean that a woman has to be in your ad. Right. It just means that whatever claim that you have needs to speak to her to stop her in the feed. So there's different ways of thinking about that. You can do ugc, you can have a whitelisted ad, you could have a static ad, you can do a carousel. But I think the whole, um, basis behind it is the same. Right. Um, and so that's, that's another thing that I see brands make often that mistake of assuming they already know their audience and then building creative off of that.

Speaker C: Yeah. And even I guess before that, when they don't know who it is and they're just shotgun blasting like, like, we're just trying stuff and whatever resonates, we're going to double down there. I mean, that is a scrappy startup way to do things. I guess if you're really, really just getting started, but at a certain scale and spend, it's like you should already know what a lot of these answers are and what they like, what the type of creative should be that will resonate. You can always try new stuff and, you know, take moonshots, but like, you know, if you're still going into it with like a blank brief, it's like you should rethink stuff.

Speaker A: Yeah, absolutely. I mean brand by brand, obviously it depends. But I think when you're talking about ads, um, that convert, it's not just about being clicky, it's also about going back to that full customer, um, story. Right. Like, what type of customer do you want and does this ad achieve that? Um, I think also brands, um, pivot too quickly. So they might, like we just talked about, they might say, okay, well, strength seems to be working, so they lean really far in that direction. Right. Everything's strength led. And then maybe that viral moment sconce. And then they're like, what do we have? So I think always knowing, you know, having multiple balls in the air of knowing what you can try. Um, obviously you have your North Star, but you also need to have some secondary claims as well. Um, and making sure that you're, um, diversifying there and not just taking one viral ad and duplicating in a million times with a slight tweak of copy. It's. It's more than that, especially with the new algorithms that we're working with today.

Speaker B: Hey, everybody, just a quick reminder, please, like this video, and subscribe if you haven't. We're releasing interviews like this every week, so don't miss out. Now, back to the interview.

Speaker C: Yeah, don't. Don't put all your eggs in one basket. I just interviewed last, uh, week, uh, Shock from Raindrop Agency, uh, who actually helped grow Groons, uh, and he was saying, like, oh, like, one of my biggest fears when I'm, like, starting to talk to brands is, like, seeing that, like, they only have one channel, like, they only do Meta. And he's like, you guys are so far behind. Like, go. Go build something else. Like, don't. Don't build your, uh, it's, you know, what do they say? Like, don't build your house on borrowed land or whatever. It's like, hey, if meta is the only reason you're a business and Meta's algorithm changes and you can't figure it out, you don't have a business anymore. So it's like, you gotta make sure that, okay, Meta works, that's great. Maybe go try TikTok or, you know, own retention. It'd be what I'd really do. It's like, you need to make sure that you have a couple different channels. So if something really catastrophic happens, you're still gonna, you know, be around.

Speaker A: Absolutely. I mean, each channel has its nuances as well in different audience pools. So I think one of my favorites is YouTube, because they're just such a totally different audience than we've ever experienced before.

Speaker C: That's exactly what Shock said. He was like. That's like. He's like, YouTube is awesome. It's. It's so underutilized. There's. There's great stuff. Well, I guess it's going to. Now the secret's out. Everyone's going to know because of the podcast and we talked about. But, yeah, you can start advertising there.

Speaker A: Yeah. If you're listening to this, try YouTube ads. No, um, I think that there's. There's a lot of options, uh, into testing. Obviously, most brands are going to have to lean Heavy into Metta. Um, but I often recommend brands that are getting started like obviously lean into Meta, but also try those same ideas that you have in other channels. There's no reason to try to tailor each type of ad to the channel from the get. You can try on a different channel and then you can tweak it from there. So um, I think a lot of bandwidth constraints, um, make it so that uh, people like you and me are afraid to test other channels because we're like, well I only have two designers, right, or two creative um, focused people uh, on my team who can create these for me. And so if I also then add in another channel, what does that do for my bandwidth? So I'm going to lean in here. Um, and I think that's they're you know, shooting themselves in the foot. Uh, in that instance. Um, speaking of TikTok though, when we were talking about. You just mentioned TikTok. Um, that is one that I think brands sleep on because they're afraid of how um, what's the word? It's very niche, right? Like it's the certain type of person they think goes there and purchases product there. Um, but the truth is that more and more consumers are moving towards TikTok, um, and they go there for ideas, they go there for recipes, they're really using it for like a size fits all. And so that's a perfect opportunity for you to insert yourself into their, into their experience on that platform. Um, and you'd be surprised how much it's grown and how it's actually moving more towards older audiences than it was in the past. So I think another thing is to not make those um, assumptions about a channel before you tried it.

Speaker C: Absolutely. Um, now Katrina, you've shared so much amazing stuff with me today. Is there anything I didn't ask you about that you think would resonate with our audience?

Speaker A: I think maybe the levers within Creative potentially. I, um, think there are a lot of different levers. There's obviously different ones for video, um, versus static ads, um, and I mentioned obviously our North Star of CAC to ltv. But there's also more um, information within your creative. But we can get into the nuances there, um, which would be obviously your click through rates, your thumbstop rates, um, things like that that are also super. I would just say when it comes to that, that use those to help um, diversify your creative, help you iterate on your creative rather than those being your um, metrics that you make like large strategy changes towards. So it's going to be more towards channel level or, um, the changes we make on video, um, placement. Like, where in the video do we mention product or benefit, um, where do we drop a hook, that kind of thing, rather than it being like high level strategy, um, which is going to be more of that cacti ltv ratio.

Speaker C: Gotcha. Absolutely. It's been so long since I've been in, like, the creative game. Like, I couldn't even tell you how to post an ad on any of these channels, which I am glad to. I like that we niche down. I like that we're really good at what we do. Um, but it is so much fun to learn more and more about, you know, how these things are still working and it's funny enough and how it's kind of all still the same, oddly. It's just now that the AI is

Speaker B: a little bit better.

Speaker A: Right? Exactly. I know. I think media buyers will have their always say, you know, they'll have their hot take. Right. Like right now there's this hot take that. Ah, um, you don't want to turn off a dying ad. Um, I think the media buyers of old would probably like, roll over in their graves if they heard that. But, um, yeah, I think right now the media buyers that are buying ads are more holistically thinking about account level rather than like the in the weeds stuff that were, um, us who have been in this field for a while, we're probably like, what? I don't understand that I spent hours looking at ad level data. But, um, yeah, I think holistically high, um, level strategy is where I live. And so I like to educate myself on what my team members are using to move the needle. Um, but I think a lot of times people like me, leaders of teams, try to get too in the weeds and they lose sight of the forest from the trees, the holistic journey and why that's so important.

Speaker C: Absolutely. No, that makes complete sense. Now if I'm listening to this podcast and I'm like, you know what, these supplements sound pretty cool. Uh, where should I go to check them out?

Speaker A: Yeah, pretty easy. Just timeline.com and you'll see both our skin and our supplements on that website.

Speaker C: Absolutely. Katrina, thank you so much for coming on the show and sharing all those amazing insights.

Speaker A: Well, thanks for having me.