Demand Generation vs Capture: Rethinking Paid Social

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Ankur Goyal, SVP of Growth at Coterie. Coterie is disrupting the baby care category dominated by legacy CPG giants through a relentless focus on product superiority, demand generation marketing, and leveraging direct-to-consumer advantages that traditional competitors simply cannot replicate. In four years, Ankur has scaled the company 15x while taking it from unprofitable to highly profitable, culminating in an acquisition by Mammoth Brands. Through sophisticated use of AI, hyper-personalized customer experiences, and creative that prioritizes demand generation over demand capture, Coterie has proven that even in commodity categories, digital-native brands can command premium pricing and build defensible moats. Topics Discussed: Disrupting legacy-dominated CPG categories with demonstrably superior products Building a demand generation-first paid acquisition strategy Leveraging AI for customer segmentation, personalization, and CX automation Creating digital product experiences as competitive advantages in physical product categories Structuring lean growth teams with specialized creative pods Extracting customer insights to drive messaging breakthroughs Balancing premium positioning with accessible brand communication