Marketing Operators

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.

Dive into the strategies behind Black Friday and Cyber Monday success! The team discusses forecasting revenue and pacing for Q4, examining the impact of new product launches. Learn about their daily revenue tracking using a pacing sheet and insights from incrementality tests for YouTube, Meta, and CTV. They also explore effective holiday shipping cutoffs and how distribution messaging evolves in December. Finally, discover strategies for maximizing the 'Q5' opportunity post-holidays.

Dive into unconventional insights for BFCM preparation. Learn about pacing strategies and avoiding overspending on prime shopping days. Explore how to validate new product ideas through scrappy testing without hefty investments. Real examples showcase successful early launches and effective market strategies. The hosts also pinpoint essential early hires for building a powerhouse marketing team, emphasizing the importance of creative talent in scaling operations effectively.

Reza Khadjavi, the founder and CEO of Motion, dives into the transformative power of AI in marketing. He emphasizes the importance of hiring AI-fluent creative strategists and blending strategy with execution to create high-impact teams. Reza discusses Motion's innovative AI tagging system and the key categories for creative testing, alongside the need for brands to embrace creative diversity. He highlights how leaders should adapt to AI-driven automation while still remaining elite individual contributors for greater effectiveness.