Meet Jerel - Head of Growth at TUSHY. We dive into scaling a high-AOV, education-heavy category, measuring brand like performance, and navigating Amazon + AI search in 2026.
Takeaways
- Education is the primary growth constraint. Most consumers don’t understand bidets, so TUSHY invests heavily in reducing friction (installation, features, bowl types) before pushing conversion.
- Brand activations are measured, not hoped for. Their OOH “Asshole Trucks” use geo-fencing, exposed vs. control testing, and retargeting to quantify lift and downstream impact.
- Channel interplay matters. Top-of-funnel drives halo to Amazon, and budget flexes toward high-intent capture when margins tighten.
- LLM visibility is the new SEO battleground. TUSHY actively monitors rankings in ChatGPT and Gemini and builds content to defend or win query share.
- Contribution margin is the true operating KPI. With a durable product and low repeat rate, LTV ≈ first order — so daily contribution margin and incrementality guide spend decisions.
