Organic mattress brand Naturepedic developed its own in-house talent for its media marketing. Chief growth officer Arin Schultz explains why.
Organic mattress brand Naturepedic had its largest growth year in the company’s 22-year history in 2024 and is already achieving a higher growth rate for 2025 than it did by this time last year, said Arin Schultz, chief growth officer at Naturepedic.
What’s more, the marketing engine behind this growth is all developed in house.
It’s rare, Schultz said, for agencies to understand the brands they work with – let alone the products they sell – as well as the brands themselves. In his view, agencies take advantage of the fact that their clients often don’t know how to do media buying themselves in order to justify their rates.
After cycling through three to five agencies that didn’t meet Naturepedic’s expectations, the mattress brand developed its own team of internal employees and consultants in 2023. Schultz estimates this has saved the company “tens of thousands of dollars a month” in agency fees.
For example, the Naturepedic in-house marketing team has one person dedicated to SEO, which has been enough to significantly boost Naturepedic’s search engine traffic.
“You only need one guy or girl in there actually doing it,” Schultz said. “You don’t really need an entire team of people to charge you by the hour.”
Which isn’t to say Schultz is completely against the idea of working with agencies – just that, for Naturepedic, at least, that money is better spent elsewhere, on external comms, for example.
“Getting a really good, solid PR agency has been one of our other factors for growth,” Schultz said. “For anyone thinking about it, I would say, do it, because it’s gone extremely well for us.”
Read more about Naturepedic’s marketing strategy, including its digital attribution model, on Multichannel Marketer’s sister site AdExchanger.
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