Scaling the Subscription Bowl: Performance Marketing for Grub Club

This course provides a technical framework for growing a direct-to-consumer pet food subscription business through performance marketing. It focuses on a data-driven approach where every action is measured against its return on investment. For a brand like Grub Club, sustainable growth is dictated by the ratio between Customer Acquisition Cost (CAC) and Lifetime Value (LTV). You will learn to apply the AIDA framework to creative assets that balance the novelty of insect-based protein with clear health benefits. The curriculum covers media buying strategies on Meta and Google, specifically how to use broad targeting and algorithmic learning phases to identify high-value subscribers. By treating creative as a primary targeting lever, you can effectively lower acquisition costs and find dog owners interested in sustainable nutrition. The program also examines the mechanics of conversion and long-term retention. You will analyze how dedicated landing pages and social proof—such as vet endorsements—reduce friction in the subscription process. Since the initial transaction often only covers acquisition costs, the course focuses on the 'Retention Loop.' This involves using email and SMS flows to manage customer relationships and minimize churn. You will learn to use subscription portals and predictive data to keep customers engaged beyond their first purchase. Finally, the course addresses scaling strategies and unit economics. You will study cross-channel attribution and incrementality to ensure that growth remains profitable as you expand advertising spend across multiple platforms.