VP Strategy & Operations @ Prescient AI | Helping omnichannel brands to optimize spend | Co-founder Don't VLOOKUP

I didn’t come up through marketing.

I came up through finance.

Investing, M&A, diligence across hundreds of omnichannel brands.

I then became an operator, managing and deploying budgets directly and making the pitch to finance for more. 

The same questions came up every time:

Where should the next dollar actually go? How can we scale profitably? 

Marketing was always the largest variable line-item that went chronically underutilized. 

ROAS looked great in decks.

Cash flow and lifetime value told a different story.

The real issue wasn’t growth.

It was efficiency of working dollars - marketing, inventory, and capital tied up in the wrong bets.

So teams default to decisions without a more forward-thinking lens: 

• Optimize to what could be tracked with clicks

• Undervalue upper-funnel channels

• Cut spend that *looked* inefficient

• Then wonder why demand fell apart weeks later

That gap is why I joined Prescient.

Most tools explain yesterday yet ignore the reality that conditions on the field are constantly changing.

We focus on how dollars actually move the business - across channels, over time, and beyond last-click.

Not perfect attribution.

Better decisions that break down the barriers between marketing and finance to invest with confidence.

Will Holtz

Excited to be rekindling Don't VLOOKUP along with co-hosts Bar Bruhis / Teddy Kolva with guests that include: 

☄️ Morry Mitrani - VP Growth @ belliwelli 

☄️ Megan Porteous - CRO @ Carve Designs

☄️ Connor Dault (plus his🪴) - CMO @ Grüns 

We're also looking to bring on more CFO's of hypergrowth omnichannel brands this year as the intersection of marketing, finance, and data has never been stronger. 

Please shout out any DVLU nominees in the comments!

VP Strategy & Operations @ Prescient AI | Break down marketing and finance budget siloes | Co-founder Don’t VLOOKUP | Vibe coder

Stop fighting attribution. Start understanding it.

Scaling KNO, a post-purchase survey tool you can use to learn everything about your customers.

I also host a weekly podcast called Don't VLOOKUP, where I interview operators of $50M+ brands on how they use data to drive profitable growth.

Check my featured link to subscribe to Don't VLOOKUP

Bar Bruhis

We just booked a *private jet* to fly 10 DTC brands from NYC to Aspen. 🛩️

Yes, that’s actually happening for DTSki this year.

Every year this event gets a little more insane.

But the core stays the same:

Get the sharpest DTC operators in one collaborative environment…
Let them connect on a human level,
Share *actual* learnings and numbers.

So here’s what we’re doing:

→ Private jet from NYC → Aspen  
→ 10 brands on the plane  
→ 35 of the top DTC brands total on the mountain  
→ Real workshops
→ Skiing (or spa-ing) + après 


This jet isn’t a flex.

It’s a filter.


DTSki is the anti-conference 

I want *operators* on this plane:
- CMOs who actually own a P&L's  
- Founders who are in the numbers weekly  
- Teams who are testing, breaking, rebuilding

So:

Who should be on that jet from NYC?

Tag:
- The DTC brands that are quietly printing
- The CMO you always DM for the real story
- The founder who hates conferences but loves solving hard problems 

If that’s you, DM me “PJ” and I’ll send details (lol this isn’t a scam)  

10 seats. NYC → Aspen. DTSki is going to be wild. ☄️

Thanks to our amazing sponsors Olivia Kory / Sam A. / Shirley Deng / Cathy Sun / Ross Perez / Rafael Vivas for making this happen

I’m happy to share that I’m starting a new position as Co-Founder at Boostcous!

Guess its time to make it LI official 💙

So we’re considering this cold outreach now?

yeeesh

No one asked for another DTC podcast

So we started one for ourselves

We wanted access to the best DTC operators in the game.  
Unfiltered. Tactical. Off the record… but recorded.  

Weekly conversations.  
Operators sharing the playbooks they *actually* use to drive profitable growth.  
Real numbers. Real experiments. Real faceplants.  

We called it Don't VLOOKUP.  
Because data is everywhere, and most of us are still guessing.  

This was *before* the Operators Podcast took the community by storm.  
Now I listen to them every week too.  
We’ve even had some of the Marketing Operators crew on our pod.  

And now… we’re spinning Season 3 back up.  

First confirmed guests:  
- Morry Mitrani from belliwelli – isnane background building Bumble and now on his second CPG brand 
- Jerel Blades from TUSHY - hellotushy.com – marketing in a category that should be “unmarketable,” yet they’re printing unforgettable creative  

The theme this season is simple:  

> How real operators are driving profitable growth in 2026

If you’re a:
- CMO who owns a real P&L  
- Founder of a DTC brand (or multi-brand portfolio)  

…and you’re willing to talk real tactics, not just talk about “vision” and “community,” I want you on.  

Or if you know someone who fits that description, tag them in the comments or DM me an intro.  

We’ll handle the questions.  
You just bring the sauce.  

Who else should join Season 3 of Don’t VLOOKUP?  
(Names, tags, or “I’m in” all welcome.)

taplio

The Battle

Will Holtz

Bar Bruhis

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Performance ScoreWill Holtz's LinkedIn Performance

Performance ScoreBar Bruhis's LinkedIn Performance

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taplio

The Battle

Will Holtz

Bar Bruhis

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Will Holtz's LinkedIn Performance

Performance ScoreBar Bruhis's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreWill Holtz's LinkedIn Performance