Better Advertising with BTR Media

Episoade

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  How Soom Foods Built a Brand Before Anyone Knew What Tahini Was 15.09.2026 28min

  Amy Zitelman co-founded Soom Foods in 2013 with no branding experience, no marketing budget, and a product most Americans had never heard of. She built the brand by selling to chefs, showing up at farmer's markets, and collecting feedback for eight years before she felt ready to scale to consumer channels.She joined Destaney to talk about the flywheel effect between food service and Amazon, why if you cannot find the attribution there is none, and what the pivot from tahini jars to dressings is teaching them about listening to your customer.Connect with Amy on Linkedin: https://www.linkedin.com/in/amy-zitelman/ Connect with Destaney on Linkedin: https://www.linkedin.com/in/destaney-wishon/
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  What AI Gets Wrong About Your Catalog 08.09.2026 20min

  Nick and Destaney get into how to think about budget allocation across a catalog when every SKU has a different role, why a one dollar ROAS on a specific product might actually be the right call, and why brands that are still optimizing purely for ACOS and ROAS are falling behind without even realizing it.They also get into why giving AI just spend and ROAS data without the right context is one of the most dangerous things a brand can do right now, how time to conversion data should be changing how you think about day parting, and why the digital shelf is not that different from a physical retail shelf when you think about where the traffic actually goes.Connect with Nick on Linkedin: https://www.linkedin.com/in/n-amos/ Connect with Destaney on Linkedin: https://www.linkedin.com/in/destaney-wishon/
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  Stop Chasing Viral. Start Building Real. 01.09.2026 27min

  Cullen Gilchrist has spent 15 years watching food and beverage brands succeed and fail. As CEO of First Run, he has seen enough companies light money on fire chasing growth, distribution, and viral moments to know exactly where the pattern breaks down every single time.In this episode Cullen and Destaney get into why scaling never fixes a margin problem, why repeat purchases are the only metric that actually tells you if your product is working, and why the fundamentals of building a great brand really have not changed in a hundred years. AI, TikTok shop, and D2C have just added more ways to ignore them.If you are building a CPG brand or advising one, this one is worth your time.
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  The Context Problem: Why Most Brands Are Using AI Wrong 25.08.2026 23min

  Dustin Wassner is BTR Media's VP of Technology and one of the most genuinely knowledgeable people in the space when it comes to the actual infrastructure behind retail media advertising. He is also the person Destaney calls when something sounds easy and needs someone to figure out if it actually is.In this episode they get into why MCPs are everywhere right now and what they actually do, why connecting every tool you own to your AI context window is slowing you down, and why the onboarding process is quietly one of the most important things an agency can get right in an AI-driven world.One of the more honest inside looks at how a retail media agency is actually building with AI right now.Connect with Dustin on Linkedin: https://www.linkedin.com/in/dustin-wassner/ Connect with Destaney on Linkedin: https://www.linkedin.com/in/destaney-wishon/
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  3 Roles, 100 Brands, Here's What She Learned 18.08.2026 30min

  Cherene Aubert went from agency operator to VP of Growth at Bobby to head of digital at Ilia Beauty, and then left her dream job to start Growth Capital. In this episode she breaks down the pattern recognition that comes from seeing a hundred plus brands up close, how to think about media budget distribution at every stage of growth, and why copying someone else's channel strategy is one of the most expensive mistakes a brand can make.Connect with Cherene on Linkedin: https://www.linkedin.com/in/chereneetemadi/Connect with Destaney on Linkedin: https://www.linkedin.com/in/destaney-wishon/
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  Nécessaire's Full Funnel Playbook 11.08.2026 28min

  Kris Torres manages Amazon advertising in-house for Nécessaire, one of the most talked-about premium body care brands in the space. In this episode, he breaks down exactly how he thinks about full funnel strategy, when high ROAS is actually a warning sign, and why winning on Amazon starts with winning off it first.They also get into AMC lookalike audiences, how Nécessaire uses Prime Video and Fire TV for upper funnel, why sponsored product video is one of the most underused placements in search, and where AI fits and where it doesn't in day to day operations.Connect with Kris on Linkedin: https://www.linkedin.com/in/kris-torres-4a1366110/Connect with Destaney on Linkedin: https://www.linkedin.com/in/destaney-wishon/
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  Back to School Is Bigger Than You Think 04.08.2026 14min

  62% of back to school shoppers have already started their journey before most brands have even adjusted their strategy. If that stat surprises you, this episode is worth your time.Destaney sits down with Gibby and Laura to break down everything brands need to know about back to school and back to campus right now. They cover the timing complexity, how regionalization affects when you should be spending, why the consideration window is longer than most brands account for, and how audience segmentation looks different across Amazon, Walmart, and Target.Connect with Gibby on Linkedin: https://www.linkedin.com/in/gibby-h-2132b71a4/Connect with Laura on Linkedin: https://www.linkedin.com/in/laurajpattison/Connect with Destaney on Linkedin: https://www.linkedin.com/in/destaney-wishon/
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  How to Filter the Noise in Retail Media 22.07.2026 20min

  Destaney sits down with Ashlee Earl, BTR Media's customer success lead, who has sat in almost every seat the industry has to offer.They talk about how to filter through the noise when every product is suddenly claiming AI and every platform is launching something new, why the 80/20 rule is still the most underrated framework in retail media, and why AMC is no longer something you can treat as a reporting tool you'll get to eventually.Connect with Ashlee on Linkedin: https://www.linkedin.com/in/ashlee-earl-95945517b/ Connect with Destaney on Linkedin: https://www.linkedin.com/in/destaney-wishon/
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  AI Is Your Advisor, Not Your Decision Maker 14.07.2026 18min

  Destaney sits down with BTR Media's newest product manager, Lucas Seeley, who started his career bartending at a Penn State hotel and ended up as an intern at Flywheel Digital before he turned 20. They talk about how he taught himself to build AI-powered tools before most people knew what an agent was, what he's already seeing inside Nexus that he wants to fix, and where he thinks AI should never be the one making the call.Connect with Lucas on Linkedin: https://www.linkedin.com/in/lucas-seeley-b92935217/ Connect with Destaney on Linkedin: https://www.linkedin.com/in/destaney-wishon/
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  How Amazon Live Is Connecting Creators, Content, and Commerce 30.06.2026 18min

  In this episode, Destaney sits down with Julie Haleluk from Amazon Live to talk about the rise of shoppable video, creator-led commerce, and how brands can use Amazon Live to build trust, create demand, and connect the dots across the customer journey. They discuss why video should be viewed as a full-funnel campaign amplifier, how AMC is making measurement stronger, and why brands that move fast with creators have a major competitive advantage. Connect with Julie on Linkedin: linkedin.com/in/juliehalelukConnect with Destaney on Linkedin: linkedin.com/in/destaney-wishon
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  AI Won’t Replace Strategy 23.06.2026 17min

  AI is changing retail media fast, but that does not mean strategy is going away.In this episode, Destaney is joined by Adam Mellott, Head of Service Delivery, Training, and Education at Better Media, to talk through how AI is reshaping internal training, Amazon Ads, and the way teams learn. They cover Adam’s experience at the Prosper Show AI Hackathon, the development of BTR University, and why AI should be used as an enhancer rather than a replacement.From master prompts to brand strategy, this conversation breaks down why the best AI outputs still depend on context, human intuition, and strategic thinking.Connect with Adam on Linkedin: linkedin.com/in/adammellottConnect with Destaney on Linkedin: linkedin.com/in/destaney-wishon
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  Future Beauty Brands Went From Declining to Double Digits 09.06.2026 30min

  In this episode of Better Advertising with BTR Media, Destaney sits down with Ana Sviatschi, Director of Digital Commerce at Future Beauty Brands, to talk about what it really takes to grow in today’s beauty and ecommerce landscape.Ana shares her journey from Unilever to Bayer to Future Beauty Brands, and breaks down why brands often chase the “next shiny thing” before fixing the basics. From content and catalog health to SKU economics, TikTok Shop, AI, and leadership alignment, this conversation gets into the unsexy but essential work that actually drives growth.Connect with Ana on Linkedin: https://www.linkedin.com/in/ana-laura-sviatschi/ Connect with Destaney on Linkedin: https://www.linkedin.com/in/destaney-wishon/
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  Stop Comparing RMNs Like They’re the Same 27.05.2026 20min

  Every retail media network gives brands another way to reach the consumer. But more opportunity also means more complexity.In this episode, Laura Pattison joins Destaney to talk about what brands need to understand before adding new RMNs into their media mix. They cover targeting differences, creative opportunities, auction models, data access, attribution windows, in-store attribution, and why measuring everything against the same ROAS benchmark can lead brands in the wrong direction.Connect with Laura on Linkedin: linkedin.com/in/laurajpattisonConnect with Destaney on Linkedin: linkedin.com/in/destaney-wishon
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  Inside a $3M Amazon Launch 12.05.2026 15min

  Launching a brand on Amazon in 2025 isn’t easy—but it’s far from impossible.In this episode, Destaney and Zach Bican break down how his team scaled a brand from $0 to $3M in ordered revenue in just 12 months—earning a nomination for Most Effective Commerce Media Campaign at The Drum Awards this year.If you think Amazon is too saturated or too expensive to launch on, this episode challenges that.Connect with Zach on Linkedin: https://www.linkedin.com/in/zachary-bican/Connect with Destaney on Linkedin: https://www.linkedin.com/in/destaney-wishon/
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  CTV, Fire TV, and the Funnel You’re Missing 28.04.2026 15min

  Streaming TV isn’t just a brand play anymore. In this episode, Gibby breaks down how brands should be thinking about CTV, Fire TV, and upper funnel strategy in 2026, from when to invest (earlier than you think) to why a high-intent-only approach is limiting growth. He covers how to use existing search and DSP data to inform TV targeting, where brands go wrong with audience segmentation, and why creative matters more here than anywhere else. You don’t need to reinvent your strategy, you just need to extend it. If you’ve been treating TV as optional, this episode will change your mind.Connect with Gibby on Linkedin: linkedin.com/in/gibby-h-2132b71a4Connect with Destaney on Linkedin: linkedin.com/in/destaney-wishon
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  Duke Cannon Keeps It Simple 14.04.2026 18min

  There’s never been more to do on Amazon. New ad formats, tools, and ways to reach customers. And somehow, that’s the problem. In this episode, Destaney and Josh Webb discuss what it really takes to grow on Amazon right now as a challenger brand. Not in theory, but in practice. If your Amazon strategy feels scattered, this will help you refocus.Connect with Destaney on Linkedin: linkedin.com/in/destaney-wishonConnect with Josh on Linkedin: linkedin.com/in/joshuajwebb
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  Brand Building Beyond ROAS Jail 31.03.2026 19min

  In this episode, Isa joins the podcast to talk about what brands miss when they focus too narrowly on ROAS. From her experience on the brand side and now at BTR Media, she breaks down why awareness still matters, why the path to purchase is anything but linear, and how strong brands connect media, creative, and ecommerce to drive growth.Connect with Isabella on Linkedin: linkedin.com/in/isabella-troiaConnect with Destaney on Linkedin: linkedin.com/in/destaney-wishon
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  Why Duke Cannon Rebuilt Its Amazon Strategy 17.03.2026 22min

  Duke Cannon built its brand through retail shelves and loyal fans, but turning Amazon into a true growth channel required a very different strategy.In this episode, Destaney sits down with Josh Webb, Director of E-commerce at Duke Cannon, to unpack what it really takes to scale Amazon inside a retail-first brand. Josh shares how his team navigated the shift from a 3P model to 1P, solved major pricing and inventory challenges, and repositioned Amazon as a channel for new customer acquisition rather than just convenience purchases.They also discuss how brands should think about channel roles across Amazon, DTC, and retail—and why success in e-commerce often comes down to navigating ambiguity and solving problems without a playbook.Connect with Josh on Linkedin: linkedin.com/in/joshuajwebbConnect with Destaney on Linkedin: linkedin.com/in/destaney-wishon
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  How Brands Are Scaling with Amazon DSP Performance Plus 12.03.2026 23min

  Amazon’s DSP has a reputation for being powerful but complicated.Justin and Gibby break down Amazon DSP Performance Plus, an AI-driven campaign type designed to simplify programmatic advertising.They discuss how it works, when brands should use it, and how it can drive both new customer acquisition and incremental growth when used alongside traditional DSP strategies.Connect with Justin on Linkedin: linkedin.com/in/justinnuckolsConnection with Gibby on Linkedin: linkedin.com/in/gibby-h-2132b71a4
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  How e.l.f. Beauty Navigates the Noise to Stand Out 20.06.2024 25min

  #047 - In this episode, Destaney sits down with Ekta Chopra from e.l.f. Beauty and Jeff Cohen, tech evangelist from Amazon, to explore the innovative marketing strategies that have propelled e.l.f. Beauty to the forefront of the beauty industry. They delve into the creative processes behind some of e.l.f.’s most successful campaigns, including the high-impact Jennifer Coolidge Super Bowl ad, and discuss the brand's ability to quickly adapt and thrive in a fast-paced digital landscape.Ekta Chopra shares how e.l.f. Beauty identifies and leverages cultural insights to create marketing campaigns that resonate deeply with their audience. The conversation highlights e.l.f.'s collaboration with influencers and Amazon to maximize reach and engagement, and the bold, purpose-driven campaigns that reinforce the brand's values and commitment to diversity.Jeff Cohen provides insight into how e.l.f. has utilized Amazon's platforms to enhance their marketing efforts, emphasizing the importance of reading and acting on consumer signals to stay ahead. The discussion also touches on the future of beauty marketing, with a focus on the role of AI in hyper-personalization and the exciting potential it brings for both large and small brands.Key Takeaways:Innovative Campaigns: The story behind e.l.f. Beauty’s Jennifer Coolidge Super Bowl campaign and its rapid execution, resulting in immediate success.Strategic Collaborations: How e.l.f. Beauty leverages influencers and Amazon’s diverse platforms for maximum impact and engagement.Cultural Insights: The importance of tapping into cultural moments and consumer signals to create relevant and resonant marketing campaigns.Bold Campaigns: e.l.f.’s commitment to diversity and empowerment, exemplified by the "Less Dicks in the Boardroom" initiative.Future Trends: The role of AI in the future of beauty marketing, enabling hyper-personalization and more efficient content creation.Resources: ➡️ Get weekly insights from BTR Media➡️ Connect with Jeff on LinkedIn➡️ Connect with Ekta on LinkedIn➡️ Connect with Destaney on LinkedInSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.