Ernest Tavares III is the Founder of First Step Growth, a performance marketing agency that helps direct-to-consumer brands scale profitably through data-driven advertising. With over $200 million in capital deployed across platforms like Meta, Google, TikTok, and Reddit, he specializes in lowering customer acquisition costs and boosting return on investment. A Wharton graduate, Ernest has led growth initiatives at startups including Mochi Health and Connie Health.

In today’s noisy digital world, getting in front of the right customer is harder and more expensive than ever. Marketers face rising ad costs, AI-altered search behavior, and increasingly fragmented channels. So how can startups scale smarter without wasting their budgets?

According to Ernest Tavares III, a seasoned growth marketing strategist who has deployed over $200 million in ad spend, the answer lies in using strong data signals instead of relying on outdated segmentation tactics. He highlights that modern platforms like Meta and Google are more efficient when fed clear conversion and customer match signals, allowing their algorithms to do what they do best: find buyers. The impact is better ROI and faster scaling. Ernest also explains that physical channels like direct mail, when paired with digital campaigns, can amplify conversions and stand out in ad-saturated markets.

In this episode of the Response Drivers podcast, host Rick Rappe sits down with Ernest Tavares III, Founder of First Step Growth, to discuss scaling smarter using AI, paid media, and direct mail. They explore why signal quality beats segmentation, how to use direct mail for retargeting, and what makes AI tools a secret weapon for lean teams. Ernest also shares tips for measuring performance with ROI-focused metrics.

Michael Baer is the Fractional and Interim Chief Marketing Officer at TechCXO, a firm that provides on‑demand, interim and fractional C-suite executives who help high‑growth companies accelerate strategic and operational performance. With over 35 years of marketing and operational leadership, he brings expertise in transforming and professionalizing marketing and business development functions for VC/PE‑backed healthcare, B2B tech, and media companies. Michael is widely sought as a fractional CMO and growth advisor, guiding startups, scale‑ups, and multi‑brand organizations through brand innovation, go‑to‑market strategies, and organizational alignment.

Why do so many marketing efforts fall flat, even when they start with a strong idea? The truth is, great ideas alone aren’t enough — execution matters just as much as strategy. So how do high-growth companies align both to build sustainable marketing momentum?

According to Michael Baer, a marketing strategist with decades of experience across advertising and corporate marketing, successful companies balance strategic clarity with disciplined execution. He highlights that many early-stage and growth companies dive straight into tactics without defining who they’re targeting, what their core message is, or how their marketing efforts connect across channels. This leads to fragmented branding, wasted budget, and missed opportunities. By establishing a solid foundation rooted in personas, positioning, and a clear go-to-market strategy, companies can make every tactic more effective and measurable.

In this episode of the Response Drivers podcast, host Rick Rappe is joined by Michael Baer, Fractional and Interim Chief Marketing Officer at TechCXO, to talk about how aligning strategy and execution leads to smarter marketing growth. They discuss why startups often confuse activity with progress, how to build cohesive brand experiences, and what it takes to make direct mail truly effective. Michael also shares how AI is accelerating execution and what that means for marketers today.