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Newton CMO Aaron Zagha was early to Amazon when DTC brands were still allergic to it. He was early to influencer marketing when nobody had figured out how to measure it. And he was early to incrementality testing when most CMOs were still trusting last-click attribution and in-platform ROAS.
As CMO of Newton Baby, Aaron didn't just build a brand; he helped invent a category, convinced parents that purchasing a baby mattress required research and thought, and scaled the company to an acquisition by Resident (Ashley Home Furniture). Along the way, he quietly became one of the most analytically rigorous growth marketers in DTC.
In this episode of Open Haus, Aaron joins Haus CMO Olivia Kory to walk through his full journey: from a finance background that gave him an unusual obsession with measurement, to the scrappy early days of Newton Baby, to their exit — all while taking us blow-by-blow through the experiments and hard-won lessons that made the difference.
Aaron also explains how, with Haus, Newton Baby improved marketing efficiency by 30% over a three-year period, significantly boosting efficiency in a tumultuous macroeconomic environment.
This is an episode for growth marketers who want to hear what it actually looks like to build a data-driven marketing org from the inside. Aaron’s story lays out just how important it is to see around corners and always remain rigorous (and unemotional) when it comes to figuring out what’s working and what isn’t.
In this episode:
Aaron's journey from finance to ecommerce (1:26)
How Aaron "picked the right horse" with Newton Baby (4:13)
The highlights and lowlights from Aaron's time at Newton Baby (8:43)
Aaron's early big bet on influencer marketing (12:15)
Newton's forward-thinking omnichannel sales strategy (15:56)
Inside Newton's acquisition by Resident (22:00)
Aaron's measurement journey with Haus (26:16)
The efficiency gains Aaron unlocked with incrementality testing (34:50)
Balancing optimizing for growth vs. efficiency (38:43)
The importance of building a strong customer advisory board (41:49)
About Newton:
Newton Baby strives to revolutionize the landscape of infant sleep by offering a range of meticulously crafted, healthy, and safe sleep products. At the forefront of their innovation is the creation of the world's first 100% breathable, washable, and recyclable crib mattress. Beyond crib mattresses, their commitment to excellence extends to a diverse array of offerings, including furniture, bedding, and even pet beds. Newton Baby ensures that their products not only meet the highest standards of safety but also cater to the varied needs of families. Operating through direct-to-consumer channels and leveraging the expansive reach of Amazon, Newton Baby brings their transformative sleep solutions to a broad audience, making a positive impact on the well-being of infants and families alike.
About Haus:
Haus is the causal marketing measurement platform built for performance-driven brands and enterprises. From GeoLift incrementality testing to Causal MMM, Haus helps marketing and finance leaders understand what's actually driving growth — so they can make smarter business decisions.
🔗 Learn more about Haus: https://www.haus.io
📅 Book a demo: https://www.haus.io/demo
💡Follow Haus on LinkedIn: / haus-analytics
