🚨🚀 If you're a brand spending £100K/month, we'll run your ads. Apply for your growth roadmap: https://eu1.hubs.ly/H0qMvq60

What does it take to scale a wellness brand to £25M+ after your first startup crashes, your health collapses, and you’re told sleeping pills are the only way out?

In this episode, Dan Murray-Serter, co-founder of Heights, breaks down the unfiltered journey of building one of the UK’s fastest-growing brain health brands. From startup failure and burnout-induced insomnia to founding a category-defining company used by real celebrity customers, Dan shares the mindset shifts, health breakdowns, and bold brand decisions that fuelled Heights’ rise.

We talk:

• How burnout and gut issues led to a £25M brand
• Why Heights rejected nootropics hype and built around boring fundamentals
• How they landed celebrity endorsements
• Why real customer obsession beats clever marketing

This one’s part growth playbook, part founder therapy. Raw, honest, and genuinely useful for any DTC operator or founder building through the pain.

Follow Dan on socials:
LinkedIn: https://www.linkedin.com/in/danmurrays/
X: https://x.com/danmurrays

Follow Olly on socials:
LinkedIn: https://shorturl.at/kPrqO
X: https://x.com/oliverwhudson

Follow Loukas on socials:
LinkedIn: https://shorturl.at/TRI8B
X: https://x.com/LoukasHambi

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TikTok: / d2c.diaries
Instagram: / d2c_diaries

If you're a brand spending £100K/month, we'll run your ads. Apply for your growth roadmap: https://eu1.hubs.ly/H0qBQFh0

In this episode of D2C Diaries, Olly and Loukas break down the biggest lessons from 2025 and what they believe will be the single biggest changes shaping e-commerce in 2026.

They recap a huge Black Friday (nearly $40M spent on Meta in November), explain why Q5 (Boxing Day → early January) is the most underutilised growth window of the year, and share a clear creative framework for capturing short-lived New Year motivation without defaulting to lazy discounting.

The conversation also goes deep on leadership and operating lessons from scaling Soar - feedback loops, urgency, prioritisation, process mistakes - before closing with the D2C Diaries Awards, standout brands and campaigns, and predictions for where channels, creative, and acquisitions are heading next.

If you’re a founder, operator, or marketer planning for January and beyond, this episode is essential listening.

00:00 Intro
01:48 Black Friday recap: $40M spend & what actually worked
04:18 Why brands forget to analyse BFCM cohorts
06:17 What this episode covers
07:15 What is Q5 (and why it matters)?
08:10 Why CPMs drop after Christmas
09:17 The “flash in the pan” New Year motivation window
10:25 Q5 creative framework: TOF vs BOF mistakes
13:05 Why brands go too bottom-of-funnel
14:00 Creative mix for Q5 (TOF / MOF / BOF)
16:03 Outcome-led offers that outperform discounts
17:14 What was happening in Jan 2025
19:12 Biggest leadership lessons from 2025
23:42 Prioritisation, planning & time-blocking
27:45 Process rollouts & buy-in mistakes
29:41 Why urgency compounds growth
32:01 D2C Diaries Awards
40:11 New brand of the year: IM8
41:24 DTC dominator of the year
48:31 Most viral campaign of 2025
56:11 Predictions for e-commerce in 2026
1:02:47 Brands to watch in 2026
1:04:03 Outro

Follow Olly on socials:
LinkedIn: https://www.linkedin.com/in/olly-hudson/
Twitter: https://x.com/oliverwhudson

Follow Loukas on socials:
LinkedIn: https://www.linkedin.com/in/loukas-hambi-388067152/
Twitter: https://x.com/LoukasHambi

Follow D2C Diaries on socials
TikTok: https://www.tiktok.com/@d2c_diaries
Instagram: https://www.instagram.com/d2c_diaries/

🚨🚀 If you're a brand spending £100K/month, we'll run your ads. Apply for your growth audit here: https://eu1.hubs.ly/H0p-Mxb0

SEO made £13.9M. ChatGPT made £175K. So why is everyone chasing AI?

In this episode, Olly sits down with Thomas Phillips, founder of DTC SEO Agency and a veteran of 17 brand exits, to cut through the noise around AI SEO.

Tom breaks down how one of their clients generated £175K in revenue from ChatGPT at a 19.7% conversion rate, yet that same brand made £13.9M from traditional SEO in the same 90-day window. The kicker? The strategy behind both is almost identical.

From backlinks and content depth to digital PR and entity trust, Tom explains why the fundamentals of ranking haven’t changed. AI has just added a shiny new label. If you're chasing AI visibility without nailing your SEO baseline, you’re prioritising tactics over foundations.

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We're excited to share that we are hiring creative strategists to join the UK's number one independent meta-agency, as recognised by Meta. Our team is known for being curious, innovative, and fast-growing, and we work with leading D2C brands like Heights, Mindful Chef, and Space Good 47 Skin. If you're interested in being part of our dynamic team, please send me an email loukas@hambimedia.co.uk

From the team behind Soar With Us and Hambi Media: http://www.soarwithus.co/

00:00:00 Intro to Thomas Phillips
00:04:30 The journey to 17 brand exits using SEO
00:07:50 Starting the DTC SEO agency
00:09:20 The rise of AI SEO and how to track it
00:14:00 AEO vs GEO: The 2 types of AI SEO
00:15:55 How to rank in Google’s AI Overviews
00:18:00 Why long-tail, question-based content still wins
00:22:35 How brands are ranking in AI search
00:25:45 How to get unbiased ChatGPT rankings
00:27:15 An increase in branded searches
00:28:40 Shopify X ChatGPT integration
00:30:10 How to rank long-term in AI search
00:32:00 Link building and credibility still drives SEO
00:42:20 SEO fundamentals top brands are doing
00:45:15 Where newer brands should start with search
00:49:10 The future of AI search + DTC landscape
00:57:25 AI usage across content
01:00:35 Key takeaways of AI SEO

Follow Tom:
https://www.instagram.com/thomasmrphillips
https://www.linkedin.com/in/tomphillipsofficial/
https://x.com/thomasmrp
https://www.dtcseoagency.com/

Follow Olly on socials:
LinkedIn: https://shorturl.at/kPrqO
Twitter: https://x.com/oliverwhudson

Follow D2C Diaries on socials
TikTok: https://www.tiktok.com/@d2c.diaries
Instagram: https://www.instagram.com/d2c_diaries/