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Scaling a DTC Brand: Lessons from Amanda Ketikidis’ Success in Fashion, Beauty, and CPG

In the ever-evolving world of direct-to-consumer brands, scaling successfully requires a mix of strategic vision, deep consumer understanding, and innovative execution. Few know this better than Amanda Ketikidis, an expert in DTC growth who has helped brands in fashion, beauty, and consumer packaged goods scale to new heights.

With a track record of driving revenue, optimizing customer acquisition strategies, and leveraging digital ecosystems to create sustainable growth, Amanda’s approach to DTC success is built on key principles that any brand can apply.

1. Building a Strong Brand Identity

For any DTC brand, differentiation is crucial. Amanda emphasizes the importance of crafting a compelling brand identity that resonates with consumers.

“Today’s consumers don’t just buy products; they buy into brands,” she explains. “Whether it’s fashion, beauty, or CPG, your brand needs a clear, authentic story that connects emotionally with your audience.”

For example, in the beauty space, Amanda has worked with brands to emphasize clean, ethically sourced ingredients and leverage the power of influencer collaborations to reinforce their positioning. Similarly, in fashion, she has helped brands communicate exclusivity and craftsmanship to create desirability and drive direct sales.

2. Leveraging Data-Driven Customer Acquisition

Scaling a DTC brand isn’t just about increasing traffic—it’s about acquiring the right customers efficiently. Amanda has helped brands optimize paid media strategies by combining first-party data with AI-driven ad targeting.

She stresses the importance of a full-funnel marketing approach:

Top of Funnel: Capturing attention with brand storytelling, social media virality, and high-quality creative.

Mid-Funnel: Educating consumers through email marketing, retargeting ads, and influencer content to drive consideration.

Bottom of Funnel: Optimizing checkout experiences, offering exclusive promotions, and reducing friction in the buying process.

Amanda has successfully implemented this strategy for DTC brands by testing different acquisition channels, adjusting ad spend based on real-time performance, and continuously iterating messaging to maximize ROI.

3. Optimizing Retention & Lifetime Value (LTV)

Many brands focus heavily on customer acquisition but fail to retain those customers. Amanda believes that a well-structured retention strategy is a game-changer.

“I always ask: What’s the post-purchase experience like? Are we nurturing the relationship?” she says. “Brands that win in DTC don’t just sell; they create a community.”

Some retention tactics Amanda has implemented include:

Personalized Email & SMS Campaigns – Offering tailored product recommendations and exclusive content.

Subscription Models – Encouraging recurring revenue through auto-replenishment and membership perks.

Loyalty Programs – Rewarding repeat customers with points, early access, or exclusive drops.

In the CPG space, she’s leveraged bundling strategies and subscription-based incentives to increase repeat purchases, while in fashion, she’s used VIP-tiered loyalty programs to boost customer retention.

4. Expanding Omnichannel Without Losing the DTC Edge

While DTC brands start with an online-first approach, Amanda understands the importance of expanding strategically into other channels—without diluting the brand.

"Retail partnerships, pop-ups, and marketplaces like Amazon can accelerate growth," she says, "but you have to control your brand experience."

She has successfully helped brands enter retail through partnerships with major department stores while maintaining their DTC presence as the primary revenue driver. She’s also advised on strategic Amazon expansion—leveraging the platform for discovery while keeping premium products exclusive to the brand’s website.

5. Scaling Internationally with the Right Infrastructure

One of the biggest challenges for DTC brands is expanding beyond their home market. Amanda has guided brands through international expansion by focusing on localization, logistics, and regional marketing strategies.

“You can’t just copy-paste your U.S. strategy into Europe or the Middle East,” she advises. “Localization—from payment methods to influencer partnerships—is key.”

Her success in scaling fashion and beauty brands into global markets has hinged on:

Partnering with the right 3PLs (third-party logistics providers) for fast and cost-effective fulfillment.

Adapting content and messaging to resonate with different cultural nuances.

Testing international expansion through digital-first launches before committing to physical retail.

Final Thoughts: Scaling with a Strategic Roadmap

Scaling a DTC brand isn’t just about spending more on ads or launching in new markets—it’s about building a sustainable foundation that prioritizes brand identity, customer loyalty, and smart expansion.

Amanda Ketikidis has helped brands across fashion, beauty, and CPG navigate these challenges, proving that with the right mix of data-driven decision-making, storytelling, and strategic partnerships, DTC brands can achieve lasting success.

For brands looking to scale, Amanda’s advice is simple: "Stay customer-obsessed, move fast but strategically, and never lose sight of what makes your brand special."