Open Residency

• Brian Garofalow - The Systems Skullcandy’s CEO Uses (That Entrepreneurs Don’t)

  ⚡️ BTS & More: https://openresidency.com/brian-garofalowIn this episode, I sit down with Brian Garofalow, CEO of Skullcandy, to unpack his leadership philosophy, product strategy, and how he's repositioning the brand for explosive growth in a crowded consumer electronics market.We dive into:Brian’s “People, Process, Product” framework for scaling innovationSkullcandy’s four-bucket system for managing product life cycleHow a bold partnership with Bose redefined product perceptionA behind-the-scenes look at how Skullcandy balances hard sales data with cultural insight to find market white spaceBrian’s playbook for international expansion, avoiding opportunity-cost traps, and focusing where it countsWhether you're building a brand, leading a team, or thinking about product strategy at scale—this conversation is packed with insight from someone operating at the highest level of consumer growth. Enjoy!Chapters00:00 Trailer01:28 The Role of a CEO09:20 OKRs, KPIs & Operating Rhythms14:34 Key Metrics & that Brian Measures21:13 When to Kill a Product24:20 Skullcandy's 4 Buckets of Product29:29 Universal Ads30:34 Most Important Part of Building Product37:12 Skullcandy's Core Persona42:07 Marketing Mix48:35 Partnership Strategy53:35 The Bose Collab: What Actually Happened01:04:58 Utilizing Association for Brand Image01:08:02 How Skullcandy Strategically Partners w/ Creators01:13:06 Dissecting Competition & Pricing Strategy01:19:02 Supply Chain Breakdown01:24:10 Metrics Brian Obsesses Over01:29:30 Mistakes When Expanding into Retail01:33:20 Approach to International Expansion01:38:36 Lightning Round01:56:51 How Big Can Skullcandy Be?01:57:11 OutroLinks MentionedMeasure What Matters by John Doerr: https://amzn.to/4oad857Zero to One by Peter Thiel: https://amzn.to/4lZAysqPurple Cow by Seth Godin: https://amzn.to/4fflmEESkullcandy Method 360 w/ Sound by Bose: https://www.skullcandy.com/products/method-360-anc-noise-canceling-earbuds?variant=44375520510009Guest: Brian Garofalow, CEO at SkullcandyInstagram: https://www.instagram.com/skullcandy/LinkedIn: https://www.linkedin.com/in/brian-garofalow-02b7bb2/Website: https://www.skullcandy.com/Get in TouchInstagram: https://www.instagram.com/openresidency/LinkedIn: https://www.linkedin.com/in/markmastrandrea/Website: https://openresidency.com/Contact: [email protected] a call with Mark: https://intro.co/markbrazilPowered by Universal Ads by Comcast CTVWant to scale your brand with CTV ads? Universal Ads is giving the first 50 Open Residency listeners $500 in free ad credits to get started.Claim your credit: https://form.typeform.com/to/ckvJ86zTLearn more: UniversalAds.com

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• Caleb Ralston - Personal Branding Masterclass: From Beginner to Expert in 120 Minutes

  ⚡️ BTS & More: https://openresidency.com/caleb-ralstonIn this episode, I sit down with Caleb Ralston, Founder and Brand Strategist at Ralston, to break down what it actually takes to build a brand that sticks—and content that converts. We unpack real frameworks, hard-won lessons, and key insights from working with names like Gary Vaynerchuk and Alex Hormozi.We cover:- The Brand Journey Framework — a four-question system to shape your strategy- Association: how proximity builds powerful brand perception- The 80/20 Rule for content: balancing expertise with personality- Platform-specific tactics: what deserves your attention—and what doesn’t- How to build a content team that solves bottlenecks- Learnings from top-tier operators in branding and mediaEnjoy the conversation!Chapters00:00 Trailer01:09 Caleb’s Brand Journey Framework01:39 4 Questions That Drive Brand Growth03:41 Why Personal Branding Matters05:20 The Power of Association08:30 The Start of Ikonick19:40 Creating Content with Purpose 23:15 How To Create Authentic Content29:57 Universal Ads31:04 The Value of Your Origin Story43:45 Mastering the 80/20 Content Rule47:01 Optimizing Content for Each Platform48:58 Measuring Success Outside of Views53:40 Choosing the Right Medium59:09 Tailoring Content for Platforms01:14:10 YouTube’s Power for Long-Form Content01:18:48 Quality vs. Quantity in Content01:26:45 Why People Lack Consistency01:28:35 Scaling Across Multiple Platforms01:33:55 Building Your Content Team01:41:05 Hiring the Right People01:49:12 Monetizing Your Content01:53:38 Lightning Round02"02:05 How Big Can Ralston Be?02:03:18 Outro🔗 Links Mentioned- One of Ten – https://www.oneof10.com- Frame.io – https://frame.io- Descript – https://descript.com🎙 Guest: Caleb Ralston, Founder, Ralston- Instagram: https://www.instagram.com/calebralston/- LinkedIn: https://www.linkedin.com/in/calebralston- Website: https://www.calebralston.com/📬 Get in Touch- Instagram: https://www.instagram.com/openresidency/- LinkedIn: https://www.linkedin.com/in/markmastrandrea/- Website: https://openresidency.com/- Email: [email protected] Book a call with Mark: https://intro.co/markbrazil🎯 Powered by Universal Ads by Comcast CTV- Want to scale your brand with CTV ads? Universal Ads is giving the first 50 Open Residency listeners $500 in free ad credits to get started.- 👉 Claim your credit: https://form.typeform.com/to/ckvJ86zT- 🔗 Learn more: UniversalAds.com

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• Nick Shackelford - The new formula to run Meta ads in 2025

  ⚡️ BTS & More: https://openresidency.com/nick-shackelfordIn this episode, I sit down with Nick Shackelford, Head of Retention and Partner at BREZ, to break down modern customer acquisition and retention strategies for 2025.Nick has managed over $200M in ad spend and brings hard-won insights from scaling multiple brands — including his own agencies, Structured and Konstant Kreative — into this conversation.We get into:Why creative is now the new targeting, with Nick giving the keys on Meta’s evolving algorithmThe ideal framework for customer acquisition in today’s landscapeHow to structure your testing budget between proven winners and fresh creativeConversion tactics that immediately lift performance — from mobile-first design to offer structureThe retention strategies behind BREZ’s drop in subscription churn from 24% to 17%, on a mission toward sub-5%The tactics powering BREZ, one of the fastest-growing beverage brands in the country, on pace to hit $50M in just two yearsHow celebrities like Drake and Druski use subtle content strategies to drive massive viewership — and what brands can learn from itThis is a deep dive on what’s actually working in marketing in 2025.Enjoy the conversation!Chapters00:00 Trailer00:57 Customer Acquisition & Creative Testing05:52 How to Optimize Ads with Smart Creative09:13 Targeting in a Post-iOS World11:56 Media Buying Meets Creative Strategy18:03 Influencer Army19:35 Clipping Culture (Cheat Code)25:13 Running Ads as a Founder + Managing Creative33:38 Marketing Funnel Breakdown39:32 Organic Content’s Role in Paid Performance43:24 Learnings from Running a Creative Agency45:30 Conversion Optimization & Offer Strategy55:32 Retention Marketing + Subscription Tactics01:04:35 Building Products & Activating Loyal Customers01:08:06 Smart Product Strategy and Feedback Loops01:16:20 Building a Brand in Public (Pros & Cons)01:24:43 Playing the Long Game: Brand, Business & Burnout01:27:49 Work-Life Balance, Tools & Final Reflections01:35:00 How Big can Brez Be?01:36:00 Outro

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• Kent Yoshimura - The TikTok Strategy That’s Printing MILLIONS right now

  ⚡️ BTS & More: https://openresidency.com/kent-yoshimuraIn this episode, I sit down with Kent Yoshimura, Co-Founder & CEO of Neurogum, to unpack how the brand became one of TikTok’s fastest-growing success stories and scaled to over $100 million in revenue.We dive into:- The TikTok strategy that transformed Neurogum’s growth- How the team shifted their marketing mix to make TikTok their top-of-funnel channel—while maintaining a 52x ROAS on Amazon with zero ad spend- Their strategic approach to partnerships- A hiring process that’s led to 98% employee retention over three years- The origin story—and how they've sustained a competitive edge through patented manufacturingThis one’s packed with gems. Enjoy the conversation.Chapters00:00 Trailer01:11 How to Crack TikTok03:54 Neuro's Content Creation Pipeline04:17 Coaching Creators on Engagement and Voice06:09 The Culture Behind a Creative-Driven Brand07:59 Anatomy of a Scroll-Stopping Hook12:02 TikTok’s Untapped Power for Brands15:15 The Best Influencer Strategy16:43 Building a Full-Funnel Marketing Engine27:00 Turning Customer Insights into Growth32:06 Creating Content with AI38:25 Fast Operators vs. Scalable Operators39:32 The Masogi Challenge: Mental Toughness in Business42:55 Running Ultra Marathons as Mental Training45:55 How Kent Hires Creators and Builders57:13 The Wild Origin Story of NeuroGum01:01:06 What’s in NeuroGum? A Dive into Nootropics01:12:11 Retail Distribution: Wins and Pivots01:15:21 Why Data Shapes Every Decision01:21:16 What It Takes to Be a Founder01:34:15 What Shark Tank Didn’t Show01:35:36 Lightning Round🎙 Guest: Kent Yoshimura, Co-Founder & CEO of Neurogum- Instagram: https://www.instagram.com/kentaro/- LinkedIn: https://www.linkedin.com/in/kentyoshimura/- Website: https://neurogum.com📬 Get in Touch:- Instagram: https://www.instagram.com/openresidency/- LinkedIn: https://www.linkedin.com/in/markmastrandrea/- Website: https://openresidency.com/- Contact: [email protected] by IKONICK- Get 30% off motivational art at https://ikonick.com/openresidency- Use code: OPENRESIDENCY30

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• Ryan Bartlett - How a Failed Poker Pro Built a $1 Billion Business

  ⚡️ BTS & More: ⁠https://openresidency.com/ryan-bartlett⁠In this episode, I sit down with Ryan Bartlett, CEO of True Classic, to break down how they scaled to over $200M+ in annual revenue with a valuation approaching $1B.We get into:The evolution of their marketing strategy from pure direct response to brand buildingHow they leverage customer feedback to drive product development through their membership programTheir unique approach to customer service and community buildingWebsite optimization strategies that helped increase AOV from $36 to $112Key operational insights on running a lean, efficient DTC brandThis one’s packed with actionable insights for brand builders at every stage. Enjoy the conversation!Chapters00:00 Trailer01:20 Intro01:42 Identifying the White Space04:55 Mistakes in the First 12 Months06:02 Marketing Mix09:19 Ad Library Breakdown18:13 The Greatest Form of Marketing23:56 Tips for Scaling a Company37:28 Building a Strong Team Culture40:11 The Lost Art of Customer Service49:00 How Customer Feedback Shapes Strategy53:57 Metrics That Matter Most58:25 What Works in E-Commerce Today01:17:24 Alternate Marketing Channels01:23:22 Contrarian KPIs Everyone Overlooks01:27:34 Raising Equity and Debt01:29:23 Managing Credit and Inventory Risks01:31:14 Retail Rollout Masterclass01:34:30 Landing Major Retail Partnerships01:47:04 What’s Next for True Classic01:51:57 Lightning Round02:10:23 How Big Can True Classic Be?02:11:26 Outro🎙 Guest:Ryan Bartlett, Co-Founder & Chairman of True ClassicInstagram: ⁠https://www.instagram.com/ryanbartlett/⁠ / ⁠https://www.instagram.com/trueclassic/⁠LinkedIn: ⁠https://www.linkedin.com/in/rbtct/⁠Website: ⁠https://www.trueclassic.com/⁠📬 Get in Touch:Instagram: ⁠https://www.instagram.com/openresidency/⁠LinkedIn: ⁠https://www.linkedin.com/in/markmastrandrea/⁠Website: ⁠https://openresidency.com/⁠Contact: ⁠[email protected]⁠Powered by IKONICKGet 30% off motivational art at ⁠https://ikonick.com/openresidency⁠Use code: OPENRESIDENCY30

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