Director of Growth @ Node Media | Performance Marketing Expert | Scaling US-Based Brands from 1x to 10x

📌I currently manage growth for Hume Health Body Pod while overseeing $8M+ monthly ad spends, across US, CA, AUS, UK and other Key English Markets. 

📩 amishra@cubert.co 
📞 Book a call: https://calendly.com/talk-to-ani

Get my Meta Ads Toolkit for all the valuable resources: https://ani7ruddha.gumroad.com/l/ultimate-meta-ads-toolkit

Aniruddha Mishra

I've trained and upskilled 25+ Creatives Strategist. 💪 
Steal this framework on 
"How to Train Your Team to Create Winning Ad Creatives"
 
As a performance marketer, I get it. 
You know what works, 
but the creatives from your team aren't hitting the mark. 
 
So, how do you create an effective loop to find winning angles? 
 
Here’s the strategy that works: 
1️⃣ Define Creative Pillars 
2️⃣ Assess Awareness Stages 
3️⃣ Craft Targeted Hooks 
4️⃣ Track & Refine 
5️⃣ Clarify Roles 
 
🔄 Implement these steps and watch your team excel! 
 
*Giveaway is over*
Pls DM me if you commented before and 
didn't get the resource for some reason.

Director of Growth @ Hume Health | English Markets

2 months back, we were gifted with our first baby 🎉

And life has quietly (and loudly) changed.

1. My digital feed is now all about babies and all ads towards parenting products

2. Our schedule is crunched for sleep like crazy

3. Getting deja-vu from all mom and dad statements “You will only understand this, when you have your kid”. 

4. Every plan now comes with a silent disclaimer: “subject to baby mood.”

5. I’ve 10x more respect for all you ladies out there - for all you do. 

PS: Grateful to God and our family for all the love and support. ❤️

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🚨REDDIT is a goldmine for creative insights. And I have curated 30+ handpicked prompts for detailed analysis. 👇 

✅ These prompts are segmented into:
 • Audience psychology
 • Pain points & objections
 • Language & inside jokes
 • Competitor perception
 • Hooks, ads & content ideas
 • Emotional triggers

✅ Designed for:
 • Meta & TikTok creatives
 • DTC & app marketers
 • Creative strategists tired of “vibes-based” research

*giveaway over*
If you commented already and didn’t get my resource for any reason pls DM me “Reddit”

11 years ago, when I started my career,
I was honestly lost.

I was studying Chemical Engineering,
and felt a quiet fear every single day.

“What if I’m stuck doing this forever?”

I spent 3 years coding websites,
telling myself I was learning a skill.

Truth was, I was just tweaking templates
and pretending I had it figured out.

I knew I didn’t want to work
with big IT tech giants.

But I also had no clue
what I wanted instead.

That uncertainty was heavy.
Watching others seem confident,
while I kept guessing.

The only thing I was sure about
was wanting to work with startups.

Fast. Messy. Real work.

Eventually, digital marketing found me.
Not as a plan - just an opportunity.

A rare mix of creativity,
numbers, and real feedback.

Slowly, the fog began to clear.

Looking back, this stands out:

Clarity doesn’t always come
from knowing what you want.

Sometimes it comes from being honest
about what drains you.

PS: That’s a 14-years-younger me,
back in undergrad.
Confused. Insecure. Still trying.

Most brands in 2026
aren’t losing because of bad ads. ❌ 

They’re losing because
their learning loop is broken.

They find one winner.
Then try to force-scale it.

🫠 Same format.
🫠 Same angle.
🫠 Same hook.

The algorithm learns fast.
The audience gets bored faster.

Creative diversity isn’t about
making the algo happy.

It’s about answering
multiple questions at once:
- What format sells trust?
- What angle creates intent?
- What hook stops the scroll?
- What proof removes friction?

If every ad answers
the same question,

You’re not testing.
You’re just spending.

The fastest-scaling brands I see
run creatives like experiments.

Each batch is designed to learn
something new, not repeat a win.

That’s how you turn ads into
a compounding system.

Not one lucky creative.
But a portfolio that keeps paying.

In our Creative Strategy bootcamp
for 6 weeks we tap on each of these pillars. 
DM me if you want to get a link to the course. 

Curious how others are
structuring their learning loops 👇

Creative Diversity in 2026 

Life of a performance marketer: Meta launched a powerful feature (squencing)

Life of a performance marketer: I tested sequencing for 30 days - here's why it didn't work.

Wish we see more of #2.

They say “Paid ads in 2026 are dead.”
Yeah.

Of course you can handle all this by yourself:

- Attribution accuracy
- Tracking that actually works
- Clean event setup
- Signal quality
- Conversion rates
- Landing pages
- Funnel leaks
- Creative fatigue
- Scaling without breaking efficiency
- Revenue, not vanity metrics

Paid ads aren’t dead.
Amateur systems are.

What’s harder for a performance marketer?
Getting an apology from your partner
OR
Getting one from the Meta Ads team?

At least your partner eventually says:
 “Okay fine, I’m sorry… but you also did something.”

Meta Marketing "PROs" say:
 - Nothing changed on our end.
 - Performance fluctuations are expected.
 - Have you tried broad?

or even worse you are not trying our revolutionary "AI enhancement features"

*rant over*

When performance is down, how your team or agency reacts tells you everything about how invested they are.

Reactive teams wait for numbers to recover.
- They blame seasonality, platforms, or “the algo.”
- They pause or reduce spend, swap creatives randomly, and hope tomorrow looks better.

Proactive teams assume responsibility.
- They diagnose before defending.
- They pull breakdowns, isolate variables, and come to you with a plan not an excuse.

The difference shows up fast:

• Do they surface issues before you ask?
• Do they bring hypotheses, not just reports?
• Do they test with intent, not panic?
• Do they protect learnings even when results dip?

Anyone can manage an account when ROAS is green.

Real test is when you turn that red to green.

They say a performance marketers mood is directly correlated to the performance of their ads. 

How’s your mood now - yay or nay?

80% of paid marketers don’t understand this:
your creative didn’t fail, your market level changed.

When creative fatigues
Most teams respond by

refreshing creatives
- Same claims
- Same angles
- Same thinking

But markets don’t get tired
They get smarter

What worked last quarter
feels invisible today

The real question isn’t
“What new ad should we make?”

It’s
“What level is our market in now?”

Because each stage demands
a different message

Winning brands don’t get stuck because
They stay one level ahead
That’s how you win long term.

Repost if this was valuable.

The latest Meta ads drop has been disastrous. I am finding an interesting pattern. 👇 

Safari UTM capture dropped from ~66-70% to ~50% starting January 9th — a ~17 % point decline.

Root Cause Indicators
1. Safari ITP (Intelligent Tracking Prevention) is likely stripping UTMs on redirect chains or after 7+ days of no user interaction

2. Facebook/Meta Safari traffic hit hardest: -36% session drop with UTMs

3. AppLovin Safari traffic: -23% with proper UTMs

Anyone else noticing this?

This is one of the 100s of ads we produced in-house. Do you think it's a winner or loser? 

And why.

MS Clarity Shopify app developers are so lazy they didn't even care about removing "prod" from the app slug. smh!

I’ve spent years inside Meta’s ecosystem.
Pixels. CAPI. Events. Audiences. Signals.

Platforms see far more than users realize
and far less than marketers wish.

Jure Knehtl

Growth Expert for International Scaling ECOM Brands

3x Founder | 2x CMO from 0 to 50M+ € in Europe | Now building my own eCommerce brand 🛠️

Hey, nice to meet you. I am Jure Knehtl (also called JK), driven by results, creativity, and being a distributor on the market.

In my career, I helped generate 300M+ € eCommerce revenue for my partners by developing a customized marketing mix to maximize the brandformance.

For the last 11+ years, I've been leveraging Meta ads, TikTok, Influencer marketing, scientific performance-oriented creatives, localization, and retention channels to help DTC brands grow.

Here are 3 of my biggest successes so far:
- Built the whole marketing department from scratch and reached an explosive growth of a bootstrapped eCommerce business from 0 to 50M € revenue in 4 years.
- Founded a Boutique DTC Performance agency WeScale, in 2020, that grew to 20+ team members and 5 Mio € revenue in 3 years.
- Hyper-Scaled a beauty brand from 0 to 100M € revenue in 3 years, profitability.
 
❤️ Growth, leadership & basketball.
🛠 Chasing the NEXT WIN.

Knowing that I have more to offer, I apply that same drive to work with established brands as well as brands looking to make that pro jump.

If you have a question or just want to exchange ideas - send me a message - I look forward to our conversation!

Want to get in touch about the potential collaboration, mentorship or a speaking gig?
Email me: jure.knehtl.digital@gmail.com

Chief Executive Officer

At WeScale DTC performance marketing agency, I am in charge of building an ecosystem and strategy to empower the growth of fast-growing DTC brands.

We built multiple 8-figure brands in Europe with the help of scientific creatives, behavior-driven media buying & advanced acquisition strategies.

WeScale performance 🚀 numbers:
• +152 Mio € revenue generated across all our clients
• +41 Mio € ad spend across Meta, TikTok & Google
• Scaled a business from 7 Mio to 25 Mio €
• 1.1 Mio € Revenue in 72 hours
• 27,000 products sold in 1 day

Click the links below and check our value posts 👀

Want to get in touch?
Email me: jure.knehtl@wescale.agency

Jure 🚀 Knehtl

I've:
🚀founded 2 of the fastest scaling agencies in the region 
🚀2x CMO from 0 to +50 Mio €
🚀Founded my own ecommerce brand
🚀Spoke on international stages and podcasts
🚀Worked on 40+ international expansion projects
🚀Generated +300 Mio € with FB ads

The truth is that I didn't do it alone. I had an amazing group of people behind me:

My wife and family
Friends
Incredible team members
Mentors and coaches
Therapist
Personal trainer
Business partners
Mastermind members

So like + 100 people to help me get to where l am...

Thank you all ❤️

I'll continue the journey - Far from done 💪

Founder/Growth CMO🚀 • Growth Advisor • 300M+ € Sales Generated in Europe • On a Mission to Scale Profitably

6 years ago, I was working with a founder from Sweden who already understood the:

CAC: Contribution margin 90-day ratio.

What an early adopter 🧠

So I was running Meta ads, and the target CAC was set based on the projected contribution margin from Lifetimely data.

Result: Superscale

Going from 0 to 12 Mio € in 14 months.

We beat the competition and took a significant market share.

No one in my circle was looking at profitability and acquisition this way back then.

Now, this is becoming the norm.

I love seeing how the game changes and how early adopters disrupt the market.

My 5 main learnings from my entrepreneurial journey: 
1) If you want to go far, don't go alone 
2) You will never be as smart as someone's experience 
3) Follow your passions but stay flexible 
4) Take some time off 
5) You will have to re-invent yourself multiple times on your journey 
 
I am grateful for everything that I am learning every single day and how I am getting better. 
 
What was your biggest learning so far?

Revenue feeds your ego. 
 
Profit feeds your business. 
 
Don't be blinded by revenue numbers and focus on profit because it is way better. 
 
It applies to the ECOM brands. 
 
It applies to any business. 
 
Remember that and grow profitably. ✌️ 
 
Have a good week.

Do less & do it better.

My mentor told me this, and I took it to heart. Focusing on things that work and doing more of them.

Forgetting about everything else.

Been scaling ever since 🚀

Underrated marketing tactic 💡 
 
Analyzing your competitors. 
 
Understand their: 
- Angles 
- Offers 
- Creative approaches 
- CRO tactics 
- Acquisition strategy 
- Retention flow 
 
Do the analysis at least bi-weekly. 
 
This can save you: 
- Time 
- Money 
- A lot of resources

Your Facebook ads won't work if: 
- your product is 💩 
- you have a broken business model 
- you have really bad reviews and an NPS score 
- you ignore creative strategy 
- you think the next media buying hack is going to save your poor performance 
- you are not constantly creating new content 
- if you are not systematically testing and just throwing spaghetti at the wall 
- you are not trying to improve things outside the ads manager 
 
What else is missing?

ECOM Startups 101: 
 
Product-market fit is the most important thing in your business. 
 
Don't read too much marketing stuff; try to build something that people want first. 
 
Build a product people love, then figure out how to sell it.

Quick scenario for e-commerce founders 👇

You’re doing €3–5M/year in revenue.

Meta is still working, but:
> CAC is creeping up
> Creative fatigue hits faster every month
> Scaling spend doesn’t scale profit

You have €150k to invest this quarter.

What do you do?
A️⃣ Hire an in-house performance marketer
B️⃣ Double down on creative production
C️⃣ Invest in retention (email, SMS, CRO)
D️⃣ Expand to a new channel or market
E️⃣ Fix unit economics before scaling further

There’s no “right” answer — but your choice says a lot about how you think about growth.

I’ve seen brands win (and lose) with every option above.

Curious — which one would you choose and why? 👇

Following the blended ROAS will slow down your (profitable) growth.

Still, most founders don’t know their:

- new customers(NC) ROAS, CAC, contribution margin per order, and AOV

- returning customers(RC) ROAS, CAC, contribution margin per order, and AOV

- CAC: Contribution margin 90-day ratio

These are crucial for profitable scaling.

9/10 times, when we launch whitelisting (partnership) ads on an account, they outperform everything else.

Different niches. Different budgets. Same outcome.

We combine:
- Different following sizes
- Different personas
- Content formats
- Copy angles

Been working especially well for acquiring new customers.

Not a hack — just how trust scales in paid media.

Use that insight however you want.

How Meta’s Andromeda changes quietly killed old e-commerce playbooks

If your Meta performance feels less predictable than 2–3 years ago, you’re not imagining it.

The Andromeda update changed how Meta decides what scales — and what dies.

Here’s what most brands still don’t fully understand 👇

Before Andromeda:
- Media buyers “controlled” performance
- Small tweaks = measurable improvements
- Structure > creative
- Winning audiences could scale for months

After Andromeda:
+ Meta optimizes at the system level
+ Structure matters less, signals & diversity matter more
+ Creative quality beats targeting hacks
+ Learning phases punish weak inputs fast

In simple terms:
👉 Meta stopped rewarding media buying tricks
👉 Meta started rewarding real businesses with strong signals

What actually wins now:
✅ High-volume, high-quality creative
✅ Clear product-market fit
✅ Clean conversion signals (AOV, CVR, retention)
✅ Fewer, stronger campaigns — not 50 ad sets
✅ Patience through learning instead of constant “fixing”

The brands struggling most?

Those still trying to:
- Out-structure the algorithm
- Force scale with budget instead of personas, angles, offers
- Blame Meta instead of fixing the business

The brands scaling?

They treat Meta as:
+ a demand amplifier — not a demand creator.

Meta didn’t break e-commerce.

It exposed weak systems.

If you’re running Meta right now, what changed the most for your brand since Andromeda?

What separates brands that scale past €10M vs those that plateau

After 11+ years in e-commerce, here’s the uncomfortable truth:

Most brands don’t stall because of traffic or ads.

They stall because the business stops evolving.

Here’s what I consistently see 👇

Brands that plateau at €2–5M:
- Chase ROAS instead of contribution margin
- Rely on 1 channel (usually Meta)
- Optimize ads, but ignore retention
- Make decisions based on “what worked last year”
- Founders are still in execution mode, not leadership mode

Brands that break past €10M:
+ Know their true numbers (LTV, CAC payback, margin by channel)
+ Build systems, not hacks
+ Treat creative as a growth engine, not an afterthought
+ Invest early in retention (email, SMS, repeat purchase)
+ Founders shift from “doing” → “designing the machine”

The biggest difference?

€10M brands stop asking:
👉 “How do we get cheaper clicks?”

And start asking:
👉 “How do we build a business that compounds?”

That’s when growth stops being fragile — and starts being scalable.

If you’re stuck in the €1–5M range and feel like you’re pushing harder every month for the same results, it’s usually not a marketing problem.

It’s a system problem.

Curious — what do you see as the biggest blocker to scaling right now?

Why is January rough for acquiring new customers?

A) Zero gifting pressure
This shifts customers into:
“Do I really need this today?” territory

B) Financial recovery period
After holidays:
- credit card bills hit
- less discretionary spending
- paycheck cycle mid-month matters more
- people delay non-urgent purchases

C) No urgent problems to solve
January consumer problems are:
- health
- self-development
- weight loss
- gym
- organization
- supplements

If you are one of them, HAPPY SCALING 🚀

For the rest of you, here are some options:
> Explore new messaging 
Self-Improvement, Fresh Start trigger, Replacement Cycle

> Craft new exclusive (bigger) bundles 
Because they convert the rational brain:
“This makes logical sense. I’ll save now and stock up”

> Attach product to a Goal for the customers set for themselves
Speak about how the product is going to help them reach their goals faster, better 
  
> Creative Refresh
January requires different creative than Q4

> Reallocate Budget & focus
Shift away from aggressive broad acquisition campaigns (for 2–4 weeks). Shift towards returning customers via Email/SMS, and you may also include them in your ads

Not all the budget, just part of it that is higher then ussual.

These are common Q1 optimization rhythms for DTC.

For my brand, we already made some adjustments:
📈 better offers for acquisition
📈 exclusive offers for retention
📈 messaging angles
📈 creative testing
📈 scaling tactics
📈 gathering social proof

.. and it works!

What else is missing from the January DTC survival guide? ;)

I never forgot the words from a HubSpot speaker on Web Summit…

It was 2017, and I was attending my first international event with my friends.

From all the speeches, something stuck with me more than anything else.

It was about how the investment between buying advertising space vs. the creative production switched on TV 📺 

First it was just about being on TV being enough, even with the 💩 creative. The more time passed, the more brands needed to invest to be relevant and effective on the platform.

“And on social media, it will be the same.”

And it was Facebook, Instagram, Snapchat, Pinterest, YouTube, TikTok, etc.

>> The more mature it gets, the bigger the role creative plays. 

I sadly don’t know the name of this guy, but this fact changed the path of my career.

Since then, I always prioritized CREATIVE as the needle-mover to success.

What I did then:
> internal studio
> external shooting teams 
> Influencers
> Content creators
> Employee-generated content
> Customer-generated content
> Namings and analytics for measurement
> Creative sprints
> Hire more internal people to content department

We invested more in creatives, and we got better results every time.

 8,5 years later, this mindset still works, but the methods are evolving.

Most e-commerce brands obsess over ROAS & CPC.

But there’s one leading indicator of sustainable scale that almost no one talks about:

👉 CAC payback period by product and by channel.

Here’s what I see in successful brands:
• It’s tracked weekly
• It drives budgeting decisions, not “gut”
• It predicts scaling viability before traditional KPIs

If your CAC payback is trending up — even with good ROAS — that’s a red flag.

A good rule of thumb:
If you can’t pay back CAC within 30 days, the margin gets fragile real fast.

Curious —Do you track payback period weekly or monthly?

What’s your current payback trend telling you? 👇

3 ways for an ECOM business to grow:

- Increase the number of customers
- Increase the average transaction with each customer
- Increase the frequency of customer transactions

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