The Ledger
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Schutz: Paid search failed at BarkBox but succeeded at healthcare startup Ro
“For example, at Bark, paid search was not a thing. It did not work for us. People were not searching for, like, monthly box of treats and toys for dogs. But at Rope, people are looking for all sorts of vacation or treatments for different conditions that they'…”
Ro splits growth and marketing into separate functions under its CGO
“I think for us, you know, we have kind of two separate but equal functions. We have growth, which is more of the performance marketing. They spend the media dollars. And then we have marketing, which owns creative, which owns messaging and insights, kind of th…”
Schutz: Spending $50K Monthly on TV Ads Yielded No Definitive Results
“You know, I think that I look back to when I launched TV many years ago as my first channel. I tried to do it just like dipping my toe in the water. Let's spend 50 K a month, right? How do we test? Because it's a lot of money. It's a high ante to get into TV. …”