17:I[66739,["/_next/static/chunks/0.3dg.jzl0xwf.js?dpl=dpl_F1YwpydxFehTJxgSzTNBrUVRTQpv","/_next/static/chunks/0s3w63gp9~d8s.js?dpl=dpl_F1YwpydxFehTJxgSzTNBrUVRTQpv","/_next/static/chunks/0kllbnt_hzshd.js?dpl=dpl_F1YwpydxFehTJxgSzTNBrUVRTQpv","/_next/static/chunks/053zyoym-_i67.js?dpl=dpl_F1YwpydxFehTJxgSzTNBrUVRTQpv","/_next/static/chunks/0u2ayibg4ahb..js?dpl=dpl_F1YwpydxFehTJxgSzTNBrUVRTQpv","/_next/static/chunks/0i99rkyrer3ax.js?dpl=dpl_F1YwpydxFehTJxgSzTNBrUVRTQpv"],"default"] 19:I[38632,["/_next/static/chunks/0qqtp3r0h7kah.js?dpl=dpl_F1YwpydxFehTJxgSzTNBrUVRTQpv","/_next/static/chunks/0iukvycbd42rl.js?dpl=dpl_F1YwpydxFehTJxgSzTNBrUVRTQpv"],"IconMark"] 18:T52d,

In 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 algorithm
The ideal framework for customer acquisition in today’s landscape
How to structure your testing budget between proven winners and fresh creative
Conversion tactics that immediately lift performance — from mobile-first design to offer structure
The 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 years
How celebrities like Drake and Druski use subtle content strategies to drive massive viewership — and what brands can learn from it

This is a deep dive on what’s actually working in marketing in 2025.

Enjoy the conversation!

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

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