Joe Yakuel

Founder and CEO Brkfst.io

Joe Yakuel is the founder and CEO of WITHIN, the world's first Performance Branding company, and Brkfst.io, a UGC platform for paid social. WITHIN was founded 8 years ago, focused on maximizing profit & LTV for brands with a full-service offering across digital media and creative. Brkfst.io was founded 3 years ago, helping brands increase revenue and ROAS by creating hundreds of UGC videos for paid social platforms like Meta & TikTok. Joe held major marketing roles at Quidsi (acquired by Amazon) and at The Vitamin Shoppe, where he ran both eCommerce and retail marketing. Through those positions, Joe developed an appreciation for the D2C model, with its emphasis on customer lifetime value. Yet, Joe observed that the agencies he’d worked with operated as vendors rather than partners. Joe’s vision was to apply a holistic marketing approach across media channels, while tying back actions to business objectives. He founded WITHIN in 2015, and the firm has since generated more than $5 billion for its brand partners. “What got WITHIN started,” says Joe, “is this business-first approach to marketing and this methodology that we now call Performance Branding which forces us to think about maximizing long-term profit. This is only possible if you build emotional connections through culture and authenticity while also driving them down the path to conversion at the same time.” Brkfst.io was born out of the pain we saw with clients at WITHIN when it came to content production for paid social. A successful content strategy requires a few things at the same time; volume, variety, authenticity, hook. Brkfst.io makes this fast & easy, producing hundreds of unique UGC video ads for brands every month while automating the media management behind it to hit a Brand's ROI goals.