Sim Khullar, VP at Monolith Brand Group, joins Will to unpack how she's scaling niche baby brands toward mainstream success. They discuss balancing brand and performance marketing, increasing customer lifetime value in a short consumer window, and why trust-building content trumps lazy AI posts. Sim shares how brands under Monolith are nearing $100 million in revenue, driven by strong repeat rates and cross-brand loyalty. If you're navigating the shift from product to brand, this episode offers sharp, practical insight from one of the category’s most strategic minds.