Marketing Operators

Lily Comba, founder and CEO of Superbloom, a leading influencer marketing agency, shares her fascinating journey in the industry. She discusses scaling influencer-driven revenue for major brands and why a performance-focused approach is crucial. Lily offers insights on negotiating creator deals and the importance of measurement, including ROAS and CPA. She highlights the untapped potential of YouTube as an influencer channel and shares tips on avoiding common mistakes brands make. Practical advice on creating sustainable influencer partnerships rounds out this enlightening conversation.

The discussion kicks off with insights on Shopify's Winter Editions and the transformative role of Sidekick in data access and team efficiency. They dive into Black Friday performance, revealing how incremental spending influenced results and the challenges of interpreting noisy data. The conversation shifts to Amazon's aggressive brand bidding strategies, examining the impact on direct-to-consumer sales. Finally, they share a goal-setting framework for 2026, emphasizing strategic planning while balancing immediate execution.

Explore the power of transactional SMS marketing and how it can enhance subscription models and reduce churn. Dive into the Marty Supreme campaign, a masterclass in social-first marketing that turns ordinary moments into viral sensations. Discover the intricacies of TikTok Shop, where measuring success goes beyond immediate revenue to focus on impressions and community engagement. Learn how brands are leveraging affiliates and creator-led strategies to maximize their impact and create memorable marketing stunts.

Richie Mashiko, Head of Beacon at Iris Finance and a finance consultant for e-commerce brands, breaks down the performance of Black Friday and Cyber Monday. He discusses the importance of media mix diversification and how different brand sizes navigated the Cyber Five. Richie shares insights on building accurate financial forecasts, emphasizing the need for alignment between marketing and finance. He dives into cohort behavior, contribution margins, and why many brands misforecast by neglecting marketing in their planning.

Join Jonathan McKenzie, co-founder of TurtleBox Audio, known for their rugged outdoor speakers, and Austin Santino from Tatari, who specializes in TV and CTV measurement. They dive into the shift from click-based metrics to essential brand tracking. Jonathan shares how TurtleBox's journey began with friends and sailboats, while Austin explains the power of CTV testing for audience validation. They highlight the importance of storytelling in TV marketing and discuss innovative strategies for scaling ads while maintaining brand integrity.

Discover fresh strategies for Q4 beyond traditional discounts and ads. Learn how text-to-buy flows can streamline purchasing, particularly for consumable brands. Explore the synergy of post-purchase upsells and complementary products to enhance revenue. The conversation shifts to innovative media opportunities, from out-of-home advertising to engaging street interviews, that can drive acquisition. The idea of agile campaigns and creative diversity using platforms like Shopify Collective is also highlighted as key for resilient growth.

Explore the shift from daily to hourly revenue tracking during the intense Cyber Five shopping period. Learn how operators use tools like Northbeam and Supermetrics for real-time adjustments to ad spend. Discover the critical balance between maximizing revenue and maintaining efficiency, while navigating inventory and budget strategies. The conversation dives into team coordination, bi-hourly check-ins, and the importance of testing to avoid overspend disasters. Finally, uncover best practices for a successful and scalable holiday weekend.

Jon "JMo" Morgenstern, Head of Investment at VaynerMedia, manages a staggering $1.5B in media spend for big brands. He shares insights on how enterprise advertisers approach channel mix and allocation across platforms like Meta and TikTok. JMo emphasizes moving beyond last-click metrics to focus on brand lift and incrementality for sustainable growth. He discusses the balance of creative volume and diversity, testing niche personas, and the importance of organic performance as a foundation for scaling paid ads. A must-listen for marketers looking to elevate their strategy!

Cathy Sun, VP of Ecommerce at AppLovin, joins to discuss the innovative Axon self-serve ads platform, revolutionizing rewarded mobile gaming ads. She highlights the effectiveness of long-form clickable inventory in boosting e-commerce performance. The conversation dives into creative strategies, emphasizing the importance of varied ad formats and interactive tactics. Cathy shares success stories of brands optimizing their ad spend with Axon and explains how AppLovin's predictive algorithms drive impressive results, making it a valuable complement to Meta's advertising landscape.

Amit RG, co-founder and CEO of Richpanel, an AI-centric CX platform, shares insights on modern customer experience. He discusses how automating tier-1 support can streamline workflows and enhance insights. The conversation dives into whether CX should belong under marketing or operations, revealing how proactive, self-service models can drive customer engagement. Amit highlights novel revenue opportunities through optimizing tracking pages and transforming warranty claims into upsell chances, showcasing a future where AI revolutionizes customer interactions and retention strategies.