Ep 218: Authenticity and performance in a privacy-first world

Shilpa Reddy, CMO of Down Under School of Yoga and former Marketing VP at Acorns, maps her journey from fintech to wellness and explains why the same principles drive both: make time-tested tools accessible, and build a community that keeps people engaged. She breaks down her three-stage marketing flywheel, and shows why marketers must dismantle the false divide between direct response and brand storytelling. The conversation moves from Acorns’ spare-change investing to Down Under’s community-driven yoga. She interrogates the role of podcasts as the new TV, the measurement gaps left by ATT, and how authenticity risks becoming uniform in an AI-saturated content world.

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• What drew Shilpa from Acorns to running a yoga business?
• How curiosity and human-centered marketing let her adapt across industries
• What is the three-stage marketing flywheel, and how do you know when to move from one stage to the next?
• Why brand and performance are one continuum, not opposing forces
• How LTV makes the case for brand investment with a CFO
• Why podcasts function as the ‘new TV’ for reach, trust, and ad effectiveness
• How marketers should balance host-read storytelling with direct response calls to action
• How ATT’s affected mobile marketing measurement
• Why authenticity should mean varied storytelling, not uniform brand policing
• What advice Shilpa gives to early-stage wellness founders with no marketing budget

• (0:00) – Intro; Shilpa’s journey from Acorns to Down Under Yoga
• (2:00) – Growing up with yoga, curiosity, and career pivots across industries
• (3:50) – Acorns’ mission and how it relates to yoga
• (8:00) – The three-stage marketing flywheel explained (fit, LTV, brand)
• (13:50) – Signs you’re ready to move between stages (NPS, brand love, data)
• (15:15) – Making the CFO case for brand investments through LTV
• (17:00) – The orchestration problem: aligning funnel mechanics with brand reach
• (19:00) – Podcasts as the new TV: hours consumed, trust, and ad-to-content ratio
• (24:40) – ATT’s impact: creativity up, measurement lagging
• (26:20) – Authenticity vs. uniformity: the danger of AI-generated generic content
• (29:30) – Advice to early-stage wellness founders: start with your most loyal clients
• (55:00) – Wrap-up: Down Under Yoga, on-demand classes, how to connect

• (12:30) – “Stage one is finding who your product is loved by. Stage two is increasing their lifetime value. Stage three is broadcasting your brand story.”
• (15:30) – “LTV almost by definition is long-term. It allows you to justify investments in brand.”
• (19:10) – “Podcasts are the new TV. Americans average three hours a week, and the trust in the host feels one-to-one, not one-to-many.”
• (27:20) – “Authentic does not have to mean uniform. It’s the opposite. It means telling varied, engaging stories rooted in what you stand for.”