Most brands expand into the US and treat it like the same business with a different shipping label. Outway learned it is not.
Taylor Fraser is the Chief Growth Officer at Outway, the Canadian performance sock brand. In this episode he breaks down why Outway now runs Canada and the US as two distinct businesses, why he dropped retargeting on Meta entirely, and why a sub eight-figure brand cannot optimize its website to growth.
What you'll learn:
- Why Outway swapped the CMO role for a Chief Growth Officer and split growth into performance, retention, and e-commerce
- Why Canadian and US customers buy so differently, and how Outway split the two businesses on the backend and frontend
- Why the team runs no retargeting and lets the algorithm handle it
- Why simple store-wide discounts beat clever BOGO offers, and why the mystery pair became a "golden handcuffs" attach
- Why you cannot CRO your way to growth under a certain revenue line, and what to do instead
- Why Outway rides external moments like Mother's Day and Prime Day instead of manufacturing its own sales
- How the team uses AI daily for reporting, data pulls, and custom dashboards
Who this is for: DTC operators, growth and performance marketers, and founders selling across more than one country.
What to steal: the two-businesses framework for cross-border selling, and the decision to stop manufacturing fake sales and ride moments customers already care about.
Timestamps:
00:00 Meta Doesn't Need Retargeting Campaigns
13:06 How Andromeda Changed Meta Ads
18:11 The Creative Volume Debate
21:08 Why Scaling in the U.S. Is Harder Than Canada
35:20 Why More Ads Beat CRO for Growth
Subscribe to DTC Newsletter - https://dtcnews.link/signup
Advertise on DTC - https://dtcnews.link/advertise
Work with Pilothouse - https://dtcnews.link/pilothouse
Follow us on Instagram & Twitter - @dtcnewsletter
Watch this interview on YouTube - https://dtcnews.link/video
.svg)
.svg)
.svg)
.png)
.svg){kind=icon}
.svg)
.svg)
