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Neuro didn't fight for checkout shelf space first. They built a nine-figure online business through TikTok Shop, creator marketing, Amazon, and DTC, then used that momentum to walk into Walmart, Costco, CVS, and 7-Eleven with demand already proven.
In this episode of the DTC Podcast, Eric talks with Brian Evangelista, Chief Commercial Officer at Neuro, about creating a category that didn't exist, running an affiliate program with tens of thousands of creators, and what actually changes when a digitally native brand wakes up as a real retail business.
Built for DTC founders scaling from $5M–$100M who are trying to turn ecom momentum into retail distribution.
We also get into:
- Why TikTok Shop worked so well early on, and what changed when it got pay-to-play
- How creator incentives shifted once GMV Max rolled out
- The retail launch strategy behind Walmart, Costco, CVS, and 7-Eleven
- Why retail completely reshapes your P&L, ops, and marketing stack
- The hidden operational tax of moving from DTC into omnichannel
- How Neuro frames category creation vs stealing share
- The strategy behind the "Your Gum Is Dumb" sloth campaign
- Why brand marketing started making sense only after retail expansion
Who this episode is for: DTC founders, retail operators, consumer brand marketers, TikTok Shop teams, and brands considering omnichannel expansion.
What to steal:
- Build demand digitally before asking retail to believe in your category
- Use creator momentum as proof for retail buyers
- Treat retail launches like media moments, not inventory placement
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