Business
In this episode of E-Coffee with Experts, our host Ranmay chats with Alfie Bektas, Performance and Growth Marketing Specialist at PetLab Co., reveals how one of the world’s fastest-growing pet supplement brands scaled across the US, UK, Canada, and Europe by rethinking creative, localization, funnels, and acquisition strategy.
Alfie breaks down what 20 years in performance marketing has taught him — from managing paid social in the early days of Facebook to leading international DTC growth. He shares how PetLab built an always-on creative engine, why genuine testimonials outperform AI-generated visuals, and how brands can adapt messaging for each market without losing identity.
You’ll learn the strategic growth levers he pulled when entering the UK market, how PetLab refines funnels for different consumer mindsets, and why humor, cultural nuance, and local cues matter more than ever in global expansion. Alfie also dives into the future of DTC acquisition, discussing AI, incrementality, YouTube Shorts, Demand Gen, measurement challenges, and why brands must shift from last-click thinking to true incremental value.
If you’re a founder, marketer, or leader scaling a DTC or subscription-based business, this episode is packed with actionable lessons on creative strategy, localization, funnel optimization, and full-funnel measurement.
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In this episode, we discuss:
00:00 - 00:22: Introduction and welcome to the episode.
00:22 - 00:48: Alfie’s background and how he started in marketing.
00:48 - 01:45: PetLab Co.’s story and global growth journey.
01:45 - 04:08: How AI is changing creative and paid search marketing.
04:08 - 05:12: First growth levers Alfie pulled as Regional Director.
05:12 - 07:40: Localizing PetLab for the UK market and adjusting funnels.
07:40 - 10:38: Fine-tuning creative, landing pages, and cultural cues for each region.
10:38 - 11:17: Why UK content needs more humor than US content.
11:17 - 13:44: How PetLab drives subscription revenue with long-term content.
13:44 - 17:15: Emerging DTC trends for 2026 and the future of measurement.
17:15 - 17:57: Final thoughts and how to connect with Alfie.
Connect with Alfie Bektas
https://www.linkedin.com/in/ACoAAAeyjCUBDvkzOU6D-CqYxAhS1bKSGTgu3hM
https://thepetlabco.com/
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