In this episode of the EGN Podcast (autopromotion), our host Efe von Thenen sat down with Edvin Dizdaric, Head of Internationalization at Snocks, to unpack the personal and professional journey behind one of Germany’s fastest-scaling lifestyle brands, and the recent acquisition of Oceans Apart.
From a tiny village to performance marketing
Edvin’s path to leadership wasn’t paved with perfect grades or Ivy League credentials. He grew up in a village of just 450 people, took on summer jobs cleaning and delivering, and eventually landed a marketing job at a bowling alley – only to find himself cold calling 300 people a week trying to sell Christmas parties in July.
Frustrated but driven, he taught himself Google Ads, worked his way into a performance agency, and eventually moved to Hamburg – choosing uncertainty and growth over comfort. After turning down a corporate sales job and nearly accepting a role at TikTok, he took a chance on Snocks.
“Snocks gave me freedom – to build, to fail, to learn fast. That’s why I stayed.”
A startup where autonomy drives performance
At Snocks, Edvin found more than just a title. He found a culture of real trust. No status pings, no micromanagement – just clarity of goals and room to experiment.
He quickly built out the performance marketing and UGC (user-generated content) teams, managing to produce over 100 ad creatives per month with just four people. How? Automation. Smart, practical, low-friction automation.
They automated naming conventions, briefing forms, translation workflows, and internal processes using Airtable, Notion, and Make – not because it was trendy, but because Edvin “hates doing things by hand.”
How to scale a brand in four countries in one year
In 2023, Snocks set its sights beyond Germany, entering France, Italy, the Netherlands, and Poland. Edvin led the charge.
But the road wasn’t smooth: the main site had JavaScript blocking key translations, the fulfillment setup was expensive, and the team was building everything while still hiring local leads.
Instead of launching a full suite of channels, Edvin focused on what he knew best: performance marketing. His go-to-market strategy was lean, effective, and replicable:
- Localize the site and backend systems.
- Focus on Meta (Facebook) ads and get really good at them.
- Add new layers (influencers, CRM, etc.) once the basics work.
From D2C to group growth: The Oceans Apart acquisition
Few expected it, but in late 2023 Snocks acquired Oceans Apart, a fellow D2C fashion brand. What started as a data-room learning exercise turned into a real acquisition.
The integration? Surprisingly smooth.
Today, Snocks and Oceans Apart operate as a group. They’ve unified systems, share Monday meetings, and apply the same modular automation frameworks across both brands. That’s how they scaled up without hiring dozens of new people.
Three lessons for going global
Edvin’s advice for companies eyeing new markets?
- Make it possible to sell – translated site, working logistics, local service.
- Use collective intelligence – talk to others, listen, adapt.
- Start with your strength – for Edvin, it was performance marketing. For others, it might be influencers or email. Start there.
What’s next for Snocks Group?
The company now sees itself as more than just Snocks – it’s Snocks Group. With Oceans Apart integrated and performing, they’re eyeing future acquisitions.
Their secret weapon? A lean, modular tech stack built around automation and AI. But not AI for AI’s sake.
Want to hear the full conversation with Edvin Dizdaric? Watch the episode below and get inspired:
Can’t watch? No problem. It is also available on Spotify and Apple Podcast.
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