28 May Beyond The Metrics: Katelynn Ludwig, Director of Brand Strategy at DUDE Wipes
At Zoomph, we champion the power of partnerships, marketing, business intelligence, and social media. Our Q&A series puts the spotlight on industry leaders, giving you an inside look at their expertise, strategies, and perspectives – beyond the metrics. Join us as we uncover valuable insights straight from the minds shaping the industry.
Tell us a bit more about your background.
I grew up on the South Side of Chicago and now live on the Northwest Side. I earned my B.A. in American Sign Language Interpreting with a focus in Cultural Studies from Columbia College Chicago. Before my current role, I worked with brands like JuneShine, RXBAR, and Vita Coco. I’m most passionate about building strong marketing strategies that truly move the needle.
What are your most important goals in your current role?
At the core, it’s simple: build cultural relevance while driving real business results. That means pushing DUDE Wipes into conversations we don’t traditionally belong in — and making it work. Whether it’s strategic partnerships, wild creative, or disciplined retail execution, my goal is to make sure every move sharpens the brand edge and deepens consumer love, while supporting the broader growth strategy across DTC, retail, and wholesale.
You’ve worked across some iconic brands – from Vitamin Water to RXBar – what’s a standout lesson you’ve carried with you to Dude Wipes?
The biggest one? If you wait to have all the data, the moment’s gone. At RXBar, we moved fast, trusted gut + insights, and stayed obsessively close to the consumer. That urgency and clarity of brand voice built a movement. I’ve brought that same speed and conviction to DUDE Wipes — because bold brands don’t ask for permission.
What’s been one of your favorite marketing wins since joining DUDE Wipes?
WWE. Hands down. From the online chaos it stirred up, it was the perfect storm of pop culture, product integration, and performance. It made people laugh, it moved units, and it reminded everyone that DUDE Wipes shows up exactly where you don’t expect us — but where we belong.
What is one skill you wish you had learned earlier in your career, and why?
Data fluency. Not in the “make me a pivot table” way — but truly being able to interpret what the numbers mean for creative, for channel strategy, and for business impact. Once you bridge that gap, you stop guessing and start making sharper, more confident decisions that scale.
What advice would you give to someone trying to break into brand strategy with no formal marketing background?
Be a student of brands, not marketing textbooks. Break down why ads made you feel something. Read packaging copy. Watch who brands follow on Instagram. Brand strategy is about pattern recognition, taste, and voice — not jargon. Start by building instincts, then layer in frameworks.
Dude Wipes’ community management is next-level. What’s your approach to creating such an authentic, always-on customer engagement strategy?
We don’t “do social,” we live it. Our community team is empowered to take risks, roast trolls, and reward our superfans in real time. We treat the comment section like an extension of the brand voice — it’s irreverent, but smart. And above all, we show up like a person, not a brand pretending to be one.
How have you leveraged Zoomph to help support your marketing strategy?
Zoomph helps us cut through the noise. We use it to track real-time cultural trends, optimize creator partnerships, and prove ROI to internal stakeholders. It’s helped us move from “we think this worked” to “here’s exactly what moved the needle and why.”
Give a shout-out! Share a brand that deserves some extra recognition for its marketing:
Manscaped. They’ve taken one of the most taboo topics in men’s grooming and made it mainstream — without losing their edge. Their tone is unapologetically direct, their product launches feel like events, and they’ve built a full ecosystem around confidence, not just razors. It’s bold, consistent, and smart as hell.
When you’ve had a hectic week on the job, what is your go-to comfort food?
A steak trio — all parm crusted, with a side of garlic mashed potatoes.
What is your favorite sports team? Is there a memorable fan moment you can share with us?
Chicago Cubs. I was at Wrigley when they clinched the NLCS in 2016, and I don’t think I’ve ever hugged more strangers in one night. Grown adults were crying, singing, and slamming Old Styles like it was holy water. It was chaos, it was perfect, and it’s forever burned into my memory.
