Marketing Operators Operators Titans E002: Portland Leather Goods (with CMO MacCoy Merkley)
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Oct 2, 2025 McCoy Merkley, CMO of Portland Leather Goods, shares his incredible journey from Craigslist hire to marketing leader. He discusses the challenges of transitioning from doer to executive, emphasizing courage as essential for leadership. McCoy outlines his hands-on experience in scaling marketing strategies from Etsy to a multichannel powerhouse. He also delves into decision-making under uncertainty, the importance of a solid marketing mix, and how to effectively evaluate new channels. Tune in for insights filled with humor and practical wisdom!
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From Craigslist To CMO Starter Role
- McCoy walked into Portland Leather Goods after replying to a Craigslist post with no formal resume and improvised an interview.
- Curtis invited him back and McCoy started the next day as a part-time digital media specialist making $13k/year.
Generalist To Specialist By Ownership
- Early-stage generalists can become specialists through focused ownership and curiosity.
- Self-teaching via community, YouTube, and experimentation built McCoy's competence rapidly.
Hands-On Scrappy Growth Beginnings
- On day one McCoy focused on the neglected Shopify site while refusing to touch Etsy to prove value.
- He self-taught media buying, web design, and CRO via YouTube and trial-and-error to grow the dot-com.