Ep 622: How Outway Runs Canada and the US as Two Separate Businesses

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-commerceWhy Canadian and US customers buy so differently, and how Outway split the two businesses on the backend and frontendWhy the team runs no retargeting and lets the algorithm handle itWhy simple store-wide discounts beat clever BOGO offers, and why the mystery pair became a "golden handcuffs" attachWhy you cannot CRO your way to growth under a certain revenue line, and what to do insteadWhy Outway rides external moments like Mother's Day and Prime Day instead of manufacturing its own salesHow the team uses AI daily for reporting, data pulls, and custom dashboardsWho 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 Campaigns13:06 How Andromeda Changed Meta Ads18:11 The Creative Volume Debate21:08 Why Scaling in the U.S. Is Harder Than Canada35:20 Why More Ads Beat CRO for GrowthSubscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video