Mastering eCommerce Marketing 184. Why Your Ads Don’t Work with Arooba Kamal
In this conversation, host Eitan Koter is joined by Arooba Kamal, a full funnel growth operator with over 10 years of experience helping DTC brands build sustainable, profitable growth.
Arooba has worked across Meta, Google, CRO, and lifecycle marketing. She’s supported brands in categories where the products are deeply personal - women’s wellness, sensory care, intimate wear, and apparel. Her approach is simple but powerful: start with customer insights, align ICPs, and connect creative, ads, and landing pages into one clear funnel.
She talks about scaling Triumph by listening to customers directly, and how that informed everything from website design to ad strategy. She also shares her learnings from Stimara, where execution-first growth meant focusing less on slide decks and more on testing campaigns and creative angles in real time.
Now, she’s applying that same approach to No Limits, a Shark Tank-backed adaptive apparel brand, and Buck & Buck, a company serving senior citizens. Both brands have strong missions, and Arooba is building the marketing foundations to support their next stage of growth.
Throughout the episode, she highlights why emotion matters in performance marketing, why creative playbooks are often missing in early-stage brands, and how lean teams can punch above their weight by experimenting and learning quickly.
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/mastering-ecommerce-marketing/
Talk to us on Social:
Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube
Guest: Arooba Kamal, Lead, Digital Customer Growth, Business @ AT&T
Arooba Kamal’s LinkedIn | Website
Watch the full Youtube video here:
https://youtu.be/crLDRMDTGL4
Takeaways:
- Marketing is driven by measurable results.
- Understanding customer needs is crucial for growth.
- Building a user-friendly website can enhance brand presence.
- Adapting to changes in digital marketing is essential.
- Customer personas guide effective marketing strategies.
- Execution is key in implementing marketing strategies.
- Aligning creatives with customer insights improves conversion rates.
- Balancing emotional appeal and performance is vital in marketing.
- Effective leadership fosters a culture of learning and experimentation.
- Practical insights from customer feedback can drive marketing success.
Chapters:
00:00 Introduction to Arooba Kamal and Her Journey
02:13 Building Triumph: From Scratch to Success
04:59 Adapting to a Changing Digital Landscape
07:35 Understanding Customer Personas and Channels
10:26 Execution-First Growth Strategy at Istimara
13:05 Navigating Meta Ads and AI Innovations
15:46 Aligning Creatives with Customer Insights
18:16 Balancing Emotions and Performance in Marketing
20:58 Prioritizing Goals with a Lean Team
23:49 Lessons for Early-Stage Brands
26:35 Mission-Driven Brands: The Case of No Limits
29:20 Conclusion and Final Thoughts