Marketing Operators

Discover the secrets of top 1% creative strategists and how AI is reshaping performance marketing. Learn the importance of defining audience and message before diving into creative production. Explore how ads can validate new products and inform strategic decisions. Hear about the essential skills needed for success, including AI fluency and analytics. The panel also discusses avoiding common pitfalls and the evolving role of influencers in marketing strategies.

David Herrmann, founder of Herman Digital and a paid-media expert with nearly 20 years in e-commerce, shares his incredible journey from selling MRI machines online to managing over a billion dollars in ad spend. He highlights the evolving role of agencies in creative strategy, the importance of patience in testing, and his thoughts on Facebook's complexities. Listeners will also learn about innovative AI-driven tactics, the significance of matching channels to audience intent, and the value of nurturing high-skill teams amidst challenges.

Explore the evolution of media buying, transitioning from button-pushing to a strategic powerhouse demanding creativity and comprehensive customer funnel ownership. Discover the concept of a 'growth engineer' and how automation reshapes necessary skills. The discussion dives into building a high-performance team culture, emphasizing the traits of self-starting hires who act like CEOs of their channels. Learn about the importance of deep data fluency, effective hiring practices, and balancing cultural fit with competence for long-term marketing success.

In this engaging discussion, a seasoned marketing operator from Ridge and Jones Road dives into the integration of ChatGPT with Shopify, exploring its impact on e-commerce. They shed light on the balance between SMS frequency and long-term subscriber retention, revealing insights on optimizing conversions. The conversation shifts to innovative post-purchase strategies, particularly the 'double-dash' model for upsells, and the challenges of podcast ad attribution that many brands face. Finally, they share their top three recommendations for pivotal marketing hires to build a successful team from scratch.

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!

The conversation kicks off with strategies for effectively teasing new product launches, highlighting the importance of early social proof and reviews. They dive into how an organic mention by Joe Rogan turned into a marketing win for Hollow. Tactics for boosting reach on Meta are explored, including fixing exclusions and mid-funnel testing. Exciting partnerships with brands like Jones Road and HexClad are discussed, focusing on treating them like portfolio investments rather than simple tests. Insights into influencer marketing further enhance the discussion.

Michael Epstein, co-founder of PostPilot, shares insights on integrating direct mail into retention strategies. He emphasizes the critical 7-14 days after a purchase and discusses how brands can leverage premium catalogs for impactful impressions that digital ads can't achieve. Epstein reveals how PostPilot simplifies direct mail by enhancing targeting and attribution, while highlighting the importance of predictive analytics and real-time integration. Plus, he explains why engaging existing customers with direct mail often yields better results than targeting unengaged ones.

George Davis, CMO of Cozy Earth, shares the journey behind the viral Bed Rot Challenge, which evolved from a small MVP test to a massive success with over 50 million impressions. He discusses the strategic shift towards brand building and cultural relevance over direct sales, emphasizing the importance of taking risks. George dives into the complexities of incrementality in performance marketing, highlighting how to navigate confusing metrics and optimize future campaigns. Tune in for insights on brand partnerships and the thrill of creative swings!

Discover how DTC brands are effectively engaging new audiences on Meta through partnership ads. The speakers delve into the advantages of influencer marketing versus traditional ads, showcasing why creator-driven content often yields better results. They discuss gifting tactics, the importance of cohesive campaigns, and the intricacies of negotiating with influencers. Additionally, insights on audience targeting dynamics reveal the growing significance of personalization and strategic ad placements, driving engagement and ROI.

Brett Curry, founder of OMG Commerce, dives deep into the world of YouTube advertising, revealing its untapped potential for e-commerce brands. He discusses the power of compelling hooks and the differences between polished and UGC ads. Measurement challenges like attribution and incrementality are tackled, alongside strategies for optimizing conversion events. Brett also shares insights on testing creatives and the metrics that truly matter. Learn how to harness YouTube to boost overall media performance and drive measurable results in your campaigns.