About this episode

Taylor Fraser discusses how Outway operates Canada and the US as two separate businesses and shares insights on marketing strategies and customer behavior.

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-commerce Why Canadian and US customers buy so differently, and how Outway split the two businesses on the backend and frontend Why the team runs no retargeting and lets the algorithm handle it Why simple store-wide discounts beat clever BOGO offers, and why the mystery pair became a "golden handcuffs" attach Why you cannot CRO your way to growth under a certain revenue line, and what to do instead Why Outway rides external moments like Mother's Day and Prime Day instead of manufacturing its own sales How the team uses AI daily for reporting, data pulls, and custom dashboards Who this is for: DTC operators, growth and…

People in this episode

Guest: Taylor Fraser

Topics covered

• cross-border business
• marketing strategy
• customer behavior
• e-commerce
• growth optimization

Keywords

• Outway
• performance socks
• retargeting
• e-commerce growth
• customer segmentation
• AI in marketing
• discount strategies

Mentioned in this episode

Organizations: Outway, Meta

Places: Canada, US

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