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Gifting is one of the biggest reasons people buy online, and most brands never build for it on purpose.
Matt Heckathorn runs digital marketing at Wolfe, the company behind Gift Card Granny, PerfectGift.com, and GiftYa. His ICP is close to everyone, which kills the usual narrow-audience playbook and forces a different approach to growth.
What you will learn:
- How a bottom-of-funnel team moved into CTV, programmatic, and out-of-home without losing measurement
- Why CTV retargeting outperformed what Matt expected, and how scale made brand channels measurable
- How Wolfe uses second-tier DMAs to test incrementality before spending up
- How gift card fraud actually works at the physical retail level, and why it shapes the product
- Where Wolfe is drawing its AI line: creative and fulfillment yes, fully agentic media buying not yet
- The cost problem almost nobody is planning for as AI usage scales
Who this is for: DTC operators and growth leads working top of funnel, anyone selling into gifting, and marketers thinking through where AI fits in a real team.
What to steal: The second-tier DMA incrementality test, the recipient-first product framing, and the human checkpoint on agentic media buying.
Timestamps:
00:00 The Future of AI in Marketing
02:12 Reinventing the Gift Card Industry
09:00 How Card-Linked Gifting Works
15:12 Top of Funnel Messaging That Converts
23:12 Building an AI-First Marketing Team
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