Founders Growth Playbook: Turning Marketing Spend Into a Profit Engine

Femi Olajiga
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Founders Growth Playbook is the growth marketing podcast for DTC ecommerce and lead generation founders who want to grow profitably, not just grow. Hosted by Femi Olajiga, a growth marketing consultant and fractional CMO who has run campaigns for brands including Harrods, Aviva Investors and Bacardi, this podcast breaks down how to: Build a brand strategy that earns trust before the first ad ever runsAcquire high intent traffic through SEO, Google Ads and Meta Ads without burning cash on the wrong channelConvert more of that traffic through conversion rate optimisation and a better user experienceLift customer lifetime value, revenue and margin once the customer is inEvery episode comes back to one number: your CAC:LTV & LTGP ratio. If that does not work, nothing else in your marketing matters. New episodes weekly. See where you stand. Get the free 3 minute marketing audit and check whether your marketing is producing the right commercial result: https://www.cxconversion.com/marketing-audit-checklist-template/

  1. 9h ago

    The In-House Marketing Headcount Budget Your CFO Will Approve

    Send us Fan Mail In this conversation, Femi Olajiga discusses the advantages of in-house marketing teams over agencies, emphasizing cost efficiency and quality. He outlines the process of building an in-house marketing team, the importance of understanding key functions such as acquisition, conversion, and retention, and the necessity of setting clear KPIs. Femi also highlights the role of AI in optimizing marketing efforts and offers alternative strategies for those hesitant to fully in-house their marketing. He concludes with an invitation for a consultation to help businesses improve their marketing strategies. Book a 30-minutes Growth Marketing call with me: https://calendly.com/femi-olajiga/new-meeting

  2. 1d ago

    Which Marketing Should You Cut, Keep, or Scale? The DTC Ecommerce Founder’s Playbook

    Send us Fan Mail In this episode, Femi Olajiga discusses critical marketing decisions for D2C founders, focusing on how to allocate marketing spend effectively. He emphasizes the importance of understanding customer acquisition, conversion, and retention strategies while also highlighting the need for proper tools and content production. The conversation provides actionable insights for optimizing marketing investments to enhance profitability and growth. Book a 30-minutes Growth Marketing call with me: https://calendly.com/femi-olajiga/new-meeting

  3. 4d ago

    Marketing Is A Cost Centre. DTC Ecommerce Founders Is Your Marketing Team Too Big, Too Junior, or Both?

    Send us Fan Mail In this conversation, Femi Olajiga discusses the critical aspects of marketing for D2C founders, emphasizing the importance of understanding marketing as a cost center, the significance of effective reporting, and strategies to prevent marketing from becoming a financial burden. He highlights the need for a well-structured marketing team that focuses on commercial metrics and customer acquisition, rather than just marketing activities. Olajiga also stresses the importance of hiring experienced marketers who can execute effectively and adapt to the evolving landscape of marketing, especially with the advent of AI. Book a 30-minutes Growth Marketing call with me: https://calendly.com/femi-olajiga/new-meeting

  4. Sep 29

    How I Helped a DTC Ecommerce Founder Cut £156,800 in Wasted Ad Spend and What DTC Founders Can Learn

    Send us Fan Mail One of my former clients, Luke Bream, recently spoke on a podcast about the work I did for his DTC Ecommerce fragrance brand. I started by switching off poor performing paid ads campaigns that were inflating customer acquisition cost which resulted in £10,000 a week savings on Ad spend which positively impacted profit margins. I also switched off a few Bings Ads which reduced CAC by another £400 a day dues to wasted spend. The savings added up to: £120,000 from Google Ads £36,800 from Microsoft Ads £156,800 in total Email was already one of the strongest traffic and conversion channels. I worked with the email marketing/CRM team to run three A/B test which increased conversion across high-traffic pages, then applied the winning insights across the pre-click, post-click and post-purchase customer journeys. This happened while Luke was increasing product prices. The business subsequently achieved top sales in July, August, and September, which were far higher than during the previous year’s Black Friday and Christmas periods. Three Lessons For DTC Ecommerce Founders Understand what each channel contributes: A channel that captures existing demand can look impressive in a report. You still need to establish how much additional business that spend creates from a new and returning customer perspective. Connect acquisition to the whole customer journey: Your ads, emails, landing pages, and retention activity all influence profitability: review them holistically. Use customer understanding to guide your A/B tests: Knowing the emotions behind why people buy helps. Make sure you apply test insights across the entire website.  If you like what you hear, I can do the same for your growth marketing strategy.  Book a 30-minutes Growth Marketing call with me: https://calendly.com/femi-olajiga/new-meeting

  5. Sep 24

    Why DTC Founders Are Bringing Growth Marketing In-House

    Send us Fan Mail In this conversation, Femi Olajiga discusses the critical aspects of customer acquisition costs, emphasizing the need for founders to focus on commercial metrics rather than just marketing metrics. He outlines the importance of understanding both pre-click and post-click factors that influence customer acquisition costs and highlights strategies for improving retention and optimizing marketing efforts. Femi advocates for bringing growth marketing in-house to reduce costs and improve efficiency, while also stressing the significance of post-purchase strategies to enhance customer loyalty and lifetime value.

  6. Sep 21

    How Founder Leadership Style Impacts Customer Acquisition Cost and Profit Margins

    Send us Fan Mail This episode explores how a founder's leadership style impacts customer acquisition costs and overall business growth. Femi Olajiga shares practical insights on toxic versus non-toxic leadership and their effects on team performance and profitability. Book a 30-minutes Growth Marketing call with me: https://calendly.com/femi-olajiga/new-meeting

  7. Sep 16

    The Real Cost Of Customer Acquisition For Founders

    Send us Fan Mail Summary Femi Olajiga discusses the true cost of customer acquisition, emphasizing the importance of understanding customer movement, awareness stages, and post-click experience to optimize marketing spend and reduce costs. Book a 30-minutes Growth Marketing call with me: https://calendly.com/femi-olajiga/new-meeting

  8. Jul 18

    How to Bring Google Ads In-House

    Send us Fan Mail In this episode, Femi Olajiga discusses the advantages of bringing Google Ads management in-house for small businesses. He highlights the common fears associated with Google Ads, the cost implications of outsourcing, and the importance of hiring individuals with commercial experience. Femi emphasizes the need for businesses to understand their customer base and integrate Google Ads with other marketing channels to maximize efficiency and effectiveness. He also provides insights into the current trend of companies shifting towards in-house management of Google Ads and the benefits that come with it.

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About

Founders Growth Playbook is the growth marketing podcast for DTC ecommerce and lead generation founders who want to grow profitably, not just grow. Hosted by Femi Olajiga, a growth marketing consultant and fractional CMO who has run campaigns for brands including Harrods, Aviva Investors and Bacardi, this podcast breaks down how to: Build a brand strategy that earns trust before the first ad ever runsAcquire high intent traffic through SEO, Google Ads and Meta Ads without burning cash on the wrong channelConvert more of that traffic through conversion rate optimisation and a better user experienceLift customer lifetime value, revenue and margin once the customer is inEvery episode comes back to one number: your CAC:LTV & LTGP ratio. If that does not work, nothing else in your marketing matters. New episodes weekly. See where you stand. Get the free 3 minute marketing audit and check whether your marketing is producing the right commercial result: https://www.cxconversion.com/marketing-audit-checklist-template/

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