Marketing Operators I Connor Rolain I Connor MacDonald I Cody Plofker

Shows

Marketing OperatorsE065: Using Spending Power to Plan and Spend Smarter with Steve Rekuc - Plus AI Ads and PDPThis week, we’re talking AI creative, product page testing, and Shopify updates - plus, we’re joined by Steve Rekuc from Common Thread Collective who walks us through how he built the Spending Power metric at CTC, what it tells us about shifting consumer demand, and how brands can use it to adjust spend and planning month to month. We also dig into seasonality vs macro-driven variability, and why awareness of your environment is key to making smarter decisions.We also discuss the viral Kalshi ad and discuss how we’re approaching AI tools for creative develo...2025-06-241h 07

Marketing OperatorsE064: Does Conversion Rate Matter? Dylan Ander on CRO Best Practices & Smarter Web AnalyticsToday we’re joined by Dylan Ander, founder of heatmap.com, to talk attribution, LTV, CAC, creative testing, and what actually moves the needle in media buying performance.We unpack why conversion rate alone isn’t the best indicator of success and what to look at instead, from holdout testing and CAC payback windows to 60-day LTV. Dylan shares his approach to attribution when platform data (especially from Meta) falls short, and how to build creative testing frameworks that truly help scale spend.We also dive into the nuances of m...2025-06-171h 20

Marketing OperatorsE063: Quick Hits – What’s Shifting on Meta, Shopify’s AI Update & Your DTC Questions AnsweredIn this episode, we dive into Meta ad performance, Shopify’s latest AI features (including Sidekick), and we answer your DTC marketing questions from our MOps Hotline.We start with unpacking how Meta is performing for us right now - why it’s still the most powerful channel in the stack, but also less forgiving than it used to be. Cody shares the thinking behind his recent tweet on Meta volatility and how we’re adapting creative and media buying to respond.Next, we discuss to Shopify’s latest AI annou...2025-06-101h 14

Marketing OperatorsBonus Episode: Marketing Operators X Meta SummitDisclaimer: Meta participated as a guest on this podcast episode, However, Meta does not endorse or sponsor this podcast, its content, or any of its commercial partners or sponsors. Any views expressed are those of the individual participants and do not represent the views of Meta. The Marketing Operators hosts have a live discussion about marketing at the Meta Summit. They discuss the concept of incrementality in marketing, exploring its significance, measurement techniques, and the evolving landscape of marketing tools. They discuss the importance of understanding which conversions are truly incremental and how to...2025-06-0757 min

Marketing OperatorsE062: Running a Sweepstake for Your DTC Brand? Here’s Your Checklist to Get It RightHow can DTC brands run sweepstakes that actually drive results? In this episode, we break down the full sweepstakes checklist: how to plan, set up, promote, and track a campaign that performs.We’ve been getting a lot of questions from marketers and DTC founders about sweepstakes, and for good reason - when done right, they can drive serious attention, grow your email list, and create a brand moment that doesn’t depend on constant discounting.We walk through everything you need to know to run a sweepstakes for your...2025-06-031h 18

Marketing OperatorsE61: Quick Hits – Campaign Wins, Team Structure & AI Tools We’re TestingIn this episode, we get into a few different areas we've been working through recently, from campaign performance to org structure to how we’re using AI in our day-to-day. We dig into how recent promotions performed across our DTC brands, including Mother's Day and Memorial Day campaigns, and share what we’ve seen work (and not work) when it comes to bundling, gift-with-purchase offers, and mystery boxes.We also talk through how ecommerce teams are structured inside the brands we work with, including where things can break down between marketing, web, and product.2025-05-271h 21

Marketing OperatorsE060: Go-To-Market Strategy: How 9-Figure Brands Plan, Execute, and Post-Mortem Product LaunchesIn this episode, we break down how we plan, execute, and analyze our go-to-market (GTM) campaigns. We walk through the full product launch process for our DTC brands, from the initial product brief to strategy development, creative asset production, cross-functional collaboration, and post-mortem analysis. We share how we tier our launches, how different teams contribute (from product marketing to paid media), and the systems we use to keep everything moving, including ClickUp, Figma, and Notion. We also review our go-to-market boards in real time, showing how we centralize assets, messaging, and strategy across every...2025-05-201h 26

Marketing OperatorsE059: Meta Shifts, Margins & Smarter Growth with Taylor HolidayAs our unofficial “shadow guest”, Taylor Holiday, CEO of Common Thread Collective, finally joins us to unpack what growing a brand actually looks like in 2025. From shifting Meta performance and rising creative demands to tighter margins and changing consumer behavior, we explore the real constraints shaping how brands operate today.We talk about how the best brands are adjusting their messaging to drive performance, how to think about media spend through a margin-first lens, and why bundling, offer structure, and disciplined execution are more important than ever.Taylor also shar...2025-05-131h 14

Marketing OperatorsE058: Marketing in a Recession - Cuts, Bets, and What You Can’t Afford to LoseWith rising costs, tariff uncertainty, and declining consumer confidence, brands are being forced to do more with less - and in today’s episode, we break down what that actually looks like in practice, and how we’re adapting our marketing strategies in today’s tough economic environment.We cover what we’re cutting, what we’re keeping, and where we’re doubling down. From headcount and forecasting to channel prioritization, vendor negotiations, and creative strategy, we share the shifts we’re making to stay lean without stalling growth.We also get in...2025-05-061h 26

Marketing OperatorsE057: Inside Tecovas: Reporting, Merchandising & Growing the Brand with CMO Krista DaltonToday on the show, we’re joined by Krista Dalton, the CMO and SVP of Digital at Tecovas, as she takes us inside the brand’s marketing strategy. We get into how Tecovas leverages data, reporting, and merchandising to expand and evolve the brand, all while staying true to its roots. We discuss the importance of understanding customer needs, how to balance creative and data-driven decisions, and the key role of brand evolution in driving growth. Krista also discusses how Tecovas is expanding into new categories while ensuring every offering aligns with their core mission. She also shares how AI i...2025-04-291h 37

Marketing OperatorsE056: Redefining Your Ad Creative Strategy and Maximizing Meta PerformanceIn this episode, we break down what it actually means to define a high-performing ad creative strategy, and why doing so is essential to unlocking sustainable growth on Meta. We walk through Cody’s 10-point creative framework for shaping the ad strategy at Jones Road Beauty, diving into why creative should be treated as targeting, how to escape Meta’s “local maxima,” and how to feed the algorithm more diverse, strategically aligned inputs. Cody shares his take on creative strategy as prompt engineering for right-brain marketers, reframing how brands should think about influencing Meta’s outcomes.We also explo...2025-04-221h 18

Marketing OperatorsE055: Meta's Conversion Lift Testing, AI in Creative, and Product Seeding for Scalable GrowthIn this episode of Marketing Operators, we get into a mix of marketing topics that are top of mind for us this week, plus we answer a listener question from the MOperators Hotline.First, we break down Meta’s Conversion Lift Testing, including how it measures ad performance, its limitations, and when it’s most useful for your business. We also discuss how AI tools are revolutionising creative production, from automating time-consuming tasks like image and video creation to enabling more personalised, scalable content at a fraction of the traditional cost. Next up, we explore product seeding, incl...2025-04-151h 03

Marketing OperatorsE054: From Product Drops to Post-Purchase Plays - Email Marketing with 'Email Is Not Dead' Author, Karly CraigEmail marketing isn’t dead - but it can often be done better. Today we’re joined by Karly Craig, author of Email Is Not Dead and seasoned ecommerce operator, to talk about the email marketing strategies that actually drive revenue.Karly shares why most brands are underutilising flows, especially when it comes to welcome sequences and post-purchase emails, and how extending these can lead to significantly higher conversion rates and long-term revenue. She walks through what a 30-day+ welcome flow could look like, how to inject personality and pattern-breakers into emails, and why cate...2025-04-081h 16

Marketing OperatorsE053: Our Takes on Saratoga's Viral Moment, Meta's Andromeda & AI's Role in Ad CreativeLast week, a video featuring Saratoga water went viral - and the brand’s response, or lack thereof, got the ecom and marketing twitter world into a frenzy, with people calling them out for wasting a massive viral moment. We break down what we would’ve done as Saratoga’s CMO: how to respond to earned media moments, what brands should consider in viral situations, and how to quickly activate organic social and creator partnerships.We also get into Meta’s Andromeda engine - the machine learning upgrade powering Advantage+ Shopping Campaigns. We break down wha...2025-04-011h 14

Marketing OperatorsE052: How We Set KPIs, Structure Reporting and Run Meetings to Drive ResultsHow do you set KPIs that actually drive results? And how do you structure reporting and meetings to keep your team aligned and effective?In this episode, we break down how we set, track, and adjust KPIs, how we use reporting to make smarter decisions, and how we run meetings that keep everyone accountable without wasting time. We discuss how transparency in reporting impacts performance, how to ensure KPIs reflect business priorities without creating misalignment, and how we balance individual accountability with company-wide goals. Plus, we dive into the role of meetings in keeping...2025-03-251h 25

Marketing OperatorsE051: Why Meta Purchase Conversion Isn’t Enough - Rethinking Ad Optimization for Incremental GrowthScaling with Meta ads isn’t as simple as running purchase conversion campaigns anymore and as the platform evolves, marketers need new strategies to drive true incremental growth. Many brands are ealizing that Meta’s algorithm has shifted towards targeting people already in-market, making it harder to reach truly new customers at scale, leading to rising costs and diminishing returns.In this episode of Marketing Operators, we break down why optimizing solely for purchase conversions might be limiting your ability to scale. We discuss the challenge of balancing incrementality and efficiency, how holdout tests reve...2025-03-181h 09

Marketing OperatorsE050: Tecovasgate: Is This Growth Marketing? Plus Product Expansion, AI in Growth Measurement & More It’s a full house today with Cody back, and we’ve got a jam-packed episode - first up, the Tacovas Ad that’s got the marketing world talking - does brand marketing like this really drive growth? We discuss the line between long-term brand building and immediate performance results, and explore how top DTC brands are navigating that balance. We also get into how product expansion can be a game-changer for scaling, with examples of how brands use category growth to reach wider audiences. We discuss evolving role of AI in marketing SaaS tools, the potential it has for im...2025-03-111h 14

Marketing OperatorsE049: How Digital Product Fuels DTC Growth with Connor DaultThis week, it’s a Connor Special as we’re joined by Connor Dault, VP of Growth & Digital Product at Caraway, to discuss the role of digital product in DTC growth and how it intersects with performance marketing, UX, and conversion. We dive into Caraway’s strategic response to HexClad’s Super Bowl ad, why digital product isn’t just CRO and how Caraway builds high-performing product experiences that go beyond simple A/B testing. Connor also shares insights on balancing data-driven optimization with brand storytelling, how Caraway approaches site navigation and product merchandising, and why many DTC brands still over...2025-03-041h 11

Marketing OperatorsE048: Scaling with Affiliate Marketing: What’s Working for Leading DTC Brands, with Aaron PaulToday, we’re joined by Aaron Paul, founder of Paul Street, to explore how top DTC brands are leveraging affiliate marketing to drive massive growth - and where many go wrong.Aaron shares his insights from working with leading brands like Onnit, Goli Nutrition, and HelloFresh. We discuss what’s working in affiliate marketing today, why media-buying affiliates aren’t always the right fit (and when they are), and how content-driven publishers now drive the majority of affiliate revenue. We also get into common pitfalls that cause programs to stall along with advice on how to sidestep these...2025-02-251h 31

Marketing OperatorsE047: Blending Brand Identity with Performance Marketing at the Highest LevelHexClad just pulled off one of their biggest marketing plays so far - a Super Bowl Ad - but this wasn’t just about airing a commercial during the big game, it was a multi-layered, cross-platform campaign designed to maximize impact beyond a single TV spot.In this episode, Connor and Connor break down how the HexClad team made it happen, from choosing the right creative concept to executing an omni-channel marketing playbook that extended far beyond game day. They dive into why the company decided to invest in a Super Bowl ad, how they built pre-game bu...2025-02-181h 16

Marketing OperatorsE046: Matt Bertulli: Is Meta Still Incremental? How Paid Media is Changing & Scaling Beyond Facebook AdsToday we are joined by a member of the Operators family, Matt Bertulli, CEO of Pela Case and Lomi, to talk all things marketing. Jumping off fromSean Frank’s tweet questioning if meta is still incremental, we get deep into the nuance of paid media and how it’s shifting, the increasing challenges of reaching new customers on Meta, and why the old playbooks don’t work anymore. We also discuss scaling beyond meta and reallocating budget to TV, YouTube and strategic partnerships to drive new customer acquisition, what content tends to make for the best ads, how to measur...2025-02-111h 29

Marketing OperatorsE045: Onboarding: How To Get The Best Out of Your New Hire from Day OneToday we’re diving into the second part of our hiring series, this time focusing on onboarding and how to set up your new hires for success from day one. We discuss how to get the best out of your new hires as quickly as possible, how to integrate them seamlessly into your team and culture, some common onboarding issues and challenges we’ve experienced, and we break down our strategies, systems and workflows around setting up new hires and empowering them to thrive. If you have a question for the MOperators Hotline, click the...2025-02-041h 10

Marketing OperatorsE044: Hiring: How To Build and Structure Your Team For SuccessThis week we’re talking hiring for high-growth ecommerce teams. We’re sharing insights on how to know when to hire, why buying back your time is essential for leadership, org chart design and how it evolves over time, and we share some real-life scenarios and challenges we’ve experienced when growing our teams. If you’re struggling with your team structure, planning your next strategic hire or looking to build out your team effectively as you scale, this one’s for you - and join us next week when we’ll be discussing all things onboarding and how to get the b...2025-01-281h 13

Marketing OperatorsE043: Creative Testing: Quality Vs Quantity - Does Chasing Volume Lead to Success?Today, we’re diving into one of the most hotly debated topics in performance marketing: creative testing volume. Should you prioritize scaling creative volume or focus on quality? In this episode, we share how we’re approaching creative testing, how our strategies have evolved over time, what we’re budgeting for creative, when more isn’t always better, and the costs of maximizing volume. We also explore the challenges of producing at scale, what “quality” really means in today’s ad landscape, and how creative strategy evolves as a business grows. If you h...2025-01-211h 11

Marketing OperatorsE042: Our 2025 DTC Predictions ReviewIn this episode, Cody and Connor dive into the hottest DTC predictions for 2025, discussing everything from the rise and fall of AppLovin to the transformative impact of AI on customer experience and ad creative. They share their thoughts on outsourcing and the shift to global teams, the evolution and consolidation of SaaS tools, strategies for scaling with operational leverage in today’s competitive market and more. If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7...2025-01-151h 11

Marketing OperatorsE041: Influencer marketing strategy: how we’re product seeding, building partnerships & measuring EMVIn this episode, we’re breaking down the influencer marketing strategies we’re using this year. From product seeding to scaling creator partnerships, we’re talking about EMV and how to measure it affectively, how to maximise spend on influencers for maximum ROI, and strategies for whitelisting, affiliate deals and paid creator partnerships. If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6 00:00 Introduction 05:49 Influencer Market...2025-01-071h 31

Marketing OperatorsE040: How Product Positioning and Post-Purchase Upsells Supercharge CRO with Shane RostadIt’s a full house today, and we’re joined by Shane Rostad to talk CRO. Shane’s recently launched his own brand as co-founder of Cheeky, a new creator-led brand that smashed its launch with 10k orders in its first month. In today’s ep we’re talking about brand positioning and messaging, how to drive LTV and boost AOV with strategic post-purchase upsells and CRO tactics to unlock sustainable growth. If you’re scaling a DTC or ecom brand an are looking for strategies to position your brand more effectively, convert more customers and keep them coming back for mor...2024-12-311h 13

Marketing OperatorsE039: Scaling to $20M+ in 2 Years With a Team of Six: Dan McCormick of Create WellnessToday we are joined by Dan McCormick, co-founder and CEO of Create Wellness. Create went from zero to $20M+ in revenue in just two years with only six-full time employees, and today he’s sharing what those roles are and how he went about building his high-leverage DTC business. We discuss the power of positioning, agency vs. in-house teams, the future of supplement brands, team structure, retention strategies, and what makes a modern brand scalable. If you have a question for the MOperators Hotline, click the link to be in with a chance of it...2024-12-241h 19

Marketing OperatorsE038: Is AppLovin Living Up To The Hype & How We're Scaling Creative PartnershipsToday we are getting into the hottest new ad channel in ecommerce right now - AppLovin. We discuss how we’ve been using it within our brands, the pros and the cons of this emerging channel, and whether it's a scalable alternative to Meta Ads. Cody shares results from his team's recent holdout test, breaking down AppLovin's impact on incremental sales, new vs. repeat customers, and CPAs. We also unpack broader strategies for driving growth across paid media, creative campaigns, and channel diversification. If you have a question for the MOperators Ho...2024-12-171h 07

Marketing OperatorsE037: BFCM Debrief! The Marketing Strategies That Paid Off - And The Ones That Didn'tWith Black Friday and Cyber Monday behind us, we’re unpacking our results and looking at what went right, what went wrong and what lessons we learnt for this time next year. We talk about trends we’re seeing this holiday shopping season, meta performance, navigating inventory challenges, tactical pivots to clear inventory and boost sales, and how we’re transitioning into our holiday sales. Whether you crushed it or felt the pressure this BFCM, this debrief is here to help you refine your DTC marketing strategy for next year’s Q4 and beyond. If you h...2024-12-101h 08

Marketing OperatorsE036: Our Biggest Mistakes & Lessons Learnt This YearIn today’s episode of Marketing Operators, we’re getting real about our biggest mistakes from the past year, and the lessons learnt from these. We cover why forecasting isn’t always straightforward, the importance of adjusting tactics quickly, the tricky balance of optimism versus realism in decision-making, and what it takes to scale sustainably in a tightening market. Tune in for a deep dive into what worked, what didn’t, and how we’re sharpening our growth strategies for the future. If you have a question for the MOperators Hotline, click the...2024-12-031h 10

Marketing OperatorsE035: Black Friday Cyber Monday: How We'll Be Tracking, Analyzing & Maximizing Our ResultsHappy Black Friday week everyone! In today’s episode we are diving in on the day-to-day tactics and operations our teams will be using this weekend to optimize performance during one of the most crucial sales periods of the year - Black Friday and Cyber Monday. We’re discuss the shift from pre-sale planning to sale operations, covering our real-time data analysis plans, ad spend and budget allocation, our marketing mix during this time, the cadence of our BFCM newsletters, handling inventory challenges, how we react if things don’t go as planned and much more. 2024-11-261h 18

Marketing Operators034: How To Launch New Channels and Identify Incremental Value In Your Ad SpendToday it’s the three of us back together! We’re talking about our approaches and playbooks for launching new marketing channels and our insights on what it takes to scale effectively. We cover strategies for choosing the right channels, establishing measurement frameworks, and how to determine when to invest heavily versus cautiously testing. 00:00 Introduction 05:46 Consumer Spending Expectations and Market Trends 11:54 Preparing for Q4: Strategies and Anxieties 20:49 Launching New Marketing Channels: Strategies and Considerations 32:54 Exploring Newsletter Advertising Effectiveness 35:51 Challenges of Incrementality Testing for Larger Bran...2024-11-191h 05

Marketing OperatorsE033: Zach Stuck on the Core Marketing Tactics to Drive Growth As You ScaleToday we are joined by Zach Stuck, founder of the growth marketing agency Homestead. He shares his insights on acquiring and launching brands, how to identify market trends, when's the right time to diversify into different ad channels, running a lean team, and he shares his advice on the key tactics for driving growth at each revenue band. One not to miss. 00:00 Introduction 06:04 Transitioning from Agency to Brand Ownership 12:12 Identifying Trends and Market Opportunities 18:06 The Importance of Product Development and Marketing Alignment 24:07 Navigating Financial Challenges in...2024-11-121h 08

Marketing OperatorsE032: How To Balance Brand Memorability & ROI In Your Creative Ad Strategy with David HerrmannWe’ve got a special guest today, David Herrmann is back, our first ever second time guest. We’re talking about what channels we’re scaling as we head into Q4, we talk about ad account builds, creating a memorable brand, we get deep into meta media buying and creative diversification and what that means for your ad account and lots more. 00:00 Introduction 06:04 Channel Diversification Strategies 11:52 Creative Approaches in Advertising 17:46 Measuring Marketing Effectiveness 24:05 Balancing Brand and Performance Marketing 34:00 Building Memorable Brands 39:07 The Challe...2024-11-051h 07

Marketing OperatorsE031: One month countdown to BFCM: What We're Working On Right Now To Maximise SuccessFirst up today, we’re checking in on Cody’s recent product drop and talking about some of the tactics and thinking behind the success of the drop so far, and then we get into Q4 production and what we’re working on right now to get ready for the biggest time of the year and ensure a successful BFCM. We also get into our first MOperators Hotline question so stay tuned for that. If you’d like to submit your question or current DTC challenge for a chance for it to be discussed on the show, click this link to...2024-10-301h 15

Marketing OperatorsE030: Reza Khadjavi, Motion Founder, on Building a Creative-first Approach to DTC MarketingThis week we are joined by Reza Khadjavi, Founder and CEO at Motion, our premier sponsor. We’re talking the evolution of performance creative and the importance of creative strategy in DTC marketing, and Reza shares his insights on the rise of the creative strategist role, the impact of AI on creative workflows, the future of creative strategy and his advice for brands who are just starting to venture into performance marketing, his contrarian views on marketing and much more. 00:00 Introduction 06:08 The Rise of the Creative Strategist Role 08:59 Navigating the Sh...2024-10-221h 19

Marketing OperatorsE029: How We're Planning For 2025 - Our Approaches, Strategies vs. Tactics & Knowing When To PivotAs we head into October and execute on Q4, we’re also setting our sights on 2025. In today’s episode, we’re talking about how we’re planning for the upcoming year - we discuss each of our approaches, the delineation of strategies versus tactics, delegating and communicating ownership to the team, knowing what to focus on and when to pivot and much more. We also touch on Q4 and review how Hexclad and Ridge’s sweepstakes have gone and how this plays into expectations for BFCM. 00:00 Introduction 18:47 Sweepstakes Performance and Learnings 2024-10-151h 27

Marketing OperatorsE028: MOperators Hotline! Pre-BFCM Targets, Marketing Spend, Moving from Amazon to DTC & MoreIn today’s episode we are introducing the MOperators Hotline!! We’re answering some of your questions and sharing our advice on your growth and marketing questions, queries and challenges. We cover how to set targets in the lead up to BFCM to fill the funnel, what to be spending on marketing as a percentage of revenue, strategies to boost rolling reach, what to focus on when moving into DTC from Amazon, and lots more. To be in with a chance to have yours used on the show, click the link below to apply: 2024-10-0847 min

Marketing OperatorsE027: How We Set Goals, Attribution Limitations and KPIs for Growth00:00 Introduction 01:36 E-commerce Trends and Personal Updates 06:10 Marketing Strategies and Media Mix 17:28 Forecasting and Setting KPIs 52:09 Testing and Measuring Incrementality Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠ Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Haus. http://Haus.io/operators Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9 Sign up to the 9 Operators newsletter here: https://9operators.com/2024-10-011h 14

Marketing OperatorsE026: Shopify President Harley Finkelstein on Founder Mode, Chaos Monkeys & The Future of ShopifyThis week we have the Shopify President Harley Finkelstein joining the squad. This is one not to miss - we’re talking founder mode, getting rid of chaos monkeys, how to stay focused on the most important thing, having a growth mindset in business, the future of Shopify and much more. 00:00 Introduction to Shopify and Harley's Journey 04:09 Founder Mode: Insights and Experiences 23:13 The Importance of Being in the Details 34:01 Chaos Monkey: Streamlining Operations 49:52 The Future of Shopify: A Retail Operating System Op...2024-09-241h 02

Marketing OperatorsE025: Founder Mode, Gift With Purchases & Our Takes On The Latest Meta UpdatesToday it’s the trio back together and we’re talking gifts with purchase, being in “foundermode” and when and when not to delegate, incremental attribution and third party analytics, performance creative and our takes on the latest Meta updates. 00:00 Introduction 07:20 The Power of Creative Diversity 21:47 The Magic of Founder Mode 28:18 Delegating and Hands-On Involvement 32:31 The Challenges of Direct-to-Consumer Brands 33:56 Connecting with Employees at All Levels 36:30 Facebook's Ad Updates 43:03 The Cost of Creative 01:04:06 Finding Affordable Creative Talent ...2024-09-171h 07

Marketing OperatorsE024: Resident's EVP Jared Brody on Attribution Tooling, Analytics Teams & Data-Driven MarketingToday we have Jared Brody on the show, Executive VP of Marketing at Resident, owner of brands such as Siena, Nectar, Awara, DreamCloud and Cloverlane. We’re talking having a mutli-brand approach, attribution, custom-built attribution tools, how to use data to drive your decisions and much more. 00:00 Introduction 10:40 Nectar's Multi-Brand Approach in the Mattress Space 18:23 Building Custom Tools for Measurement 20:50 Differences Between Out-of-the-Box Tools and Custom Tools 24:04 Using Geo Tests to Validate Channel Performance 27:23 Measuring Efficiency and Performance Leading Up to a Holiday ...2024-09-101h 15

Marketing OperatorsE023: Ridge's Sean Frank drops in! Talking big swings, partnerships and being a fireman CEO00:00 Introduction 04:40 The Background of a CEO in E-commerce 07:16 The Importance of Marketing Knowledge for CEOs 09:08 The Role of Content and Understanding the Attention Economy 12:01 The Importance of Survival and Longevity in Business 19:49 The Significance of Incrementality in Marketing 21:05 The Day-to-Day Responsibilities of a CEO 27:36 CEO's Involvement in Marketing and Budgeting 32:24 Collaboration between CEO and Marketing Team 33:06 Using Data Analytics for Marketing Optimization 35:05 The Role of Finance in Driving Growth and Profitability 37:25 The Future of Advertising: The Creator...2024-09-031h 08

Marketing OperatorsE022: Q4 planning - How we're strategizing for Black Friday, Cyber Monday and the HolidaysThis week we’re discussing how we’re planning and strategizing for Q4. We reflect on last year’s performance, what we’re iterating on, where we’re at in the planning process and how we’re preparing for the biggest time of the year. 00:00 Introduction 02:00 Building a Loyal Audience and Reflecting on Opportunities 07:10 The Importance of Taking Initiative and Showing Growth 13:46 Revenue Concentration in the Holiday Season 18:14 Creating Value and Exclusivity in Holiday Promotions 22:22 Product Launches and Kits for the Holiday Season 29:45 Cons...2024-08-271h 06

Marketing OperatorsE021: Shane Rostad on CRO: The DOs and DON'Ts of Conversion Rate OptimizationToday on the show we have Shane Rostad and we’re going deep on all things conversion rate optimization and how to run tests properly to get actionable results you can be confident about. We get into the philosophy of CRO, testing processes and the operational side, and the nuances around the do’s and don’ts when it comes to CRO testing. If you’ve got questions for Shane, we’ll get him back on the show so drop your questions below and we’ll get some of them answered next time! 00:00 Introduction and Overview...2024-08-201h 36

Marketing OperatorsE020: Twitter Deep Dive - Media Buying, Retargeting & Is There A Place For Cheap Content?00:00 Introduction 02:49 Updates on Personal Projects 03:44 Discussion on Sweeps and Commercial Success 07:02 Product Launch and Inventory Management 10:49 Twitter Deep Dive on Creative Diversity and Reaching New Audiences 29:16 Pivoting to Appeal to Different Demographics 35:45 Navigating the Different Stages of a Business 38:07 The Importance of Newness and Creative Diversity in Mature Businesses 50:09 The Effectiveness of Different Content Types 52:33 Evaluating the Worth of Retargeting 01:02:54 Balancing Brand Building and Direct Response Marketing Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9ope...2024-08-131h 12

Marketing OperatorsE019 Debriefing Our Prime Day Tactics & Results, & How We’re Hiring, Managing & Building Our Teams00:00 Introduction and Catch Up 02:24 Drinks Discussion 06:36 Excitement about Potential Partnership 07:36 Discussion about Work and Summer Plans 08:31 Launches and Marketing Investment 09:59 Wildcat Video and Launch Strategy 11:22 Scaling Teams and Hiring 13:20 Forecasting and Inventory 17:39 Prime Day and Advertising Strategy 19:53 Prime Day Results and Future Plans 27:08 Incrementality and Advertising Strategy 34:16 Cost Caps and Budget Management 39:12 Navigating Advertising Platforms and Bidding Strategies 45:18 The Importance of Hiring and Team Building 58:23 Creating Effective Meeting Structures 01:08:12...2024-08-061h 18

Marketing OperatorsE018: Optimizing Your Ad Creative Strategy: Creative Fatigue, Format Diversity and Meta Insights00:00 Introduction and Overview 09:26 Understanding and Managing Creative Fatigue 17:08 The Importance of Diversifying Ad Formats and Placements 25:26 Tracking and Analyzing the Performance of Ad Creative 30:06 The Power of Intentionality in Creative Strategy 34:18 Identifying and Leveraging Brand Benefits in Ad Creative 36:08 The Importance of Creative Diversity 43:47 Optimizing Ad Account Setup for Creative Diversity 58:21 Brands That Excel in Creative Diversity 01:05:19 Navigation Tests and Website Merchandising Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6...2024-07-301h 11

Marketing OperatorsE017: The Sweepstakes Tactics To Create Tentpole Moments00:00 Introduction and Overview 07:44 Benefits of Sweepstakes in E-commerce 13:43 Content and Experiences in Sweepstakes 19:43 Engaging Customers and Driving Revenue 25:09 Quality of Leads and Entry Mechanics 32:47 Building Brand Awareness and Equity 35:08 Timing Sweepstakes for Maximum Impact 38:37 Website User Experience and Education 40:01 Integrating Sweepstakes into the E-commerce Experience 43:55 Optimizing Landing Pages and Funnels for Sweepstakes 46:43 The Importance of Retention and Referral Programs 49:37 Exploring Direct Mail as an Acquisition Channel 57:17 Creating High-Quality Content and Building Trust 01:05:10 The...2024-07-231h 20

Marketing OperatorsE016: Breaking Down Twitter's Hot Takes!00:00 Introduction 07:31 Optimizing Team Size and Roles 17:27 Exploring the Retail vs. Online Sales Landscape 22:13 The Impact of OpEx and Gross Margin on Profitability 25:29 The Importance of Iterations and Net New Concepts in Ad Creation 32:29 The Cost of Inefficient Ad Spend 33:51 Measurement Tools and Ad Spend 35:18 Attribution and Top-of-Funnel Marketing 40:02 The Benefits of Product Seeding 53:31 Balancing Networking Events and Focused Work 58:09 Unlocking the Potential of YouTube for DTC Brands Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9ope...2024-07-161h 07

Marketing OperatorsE015: Ad Creative: Dissecting The Anatomy & Analytics of Our Ads00:00 Introduction and Overview 10:01 Analyzing Ad Creative: Knives Ads 25:08 Analyzing Ad Creative: Hype Reel Ads 28:31 Optimizing Ad Spend with Prescient AI 30:47 Helping Brands Scale Spend Confidently with AI-powered Marketing Mix Models 31:22 The Power of Copy-Dependent Ads and Non-Traditional Value Propositions 36:11 Embracing Creative Diversity for Effective Ad Campaigns 45:43 Optimizing for Different Stages of the Customer Journey 57:29 The Effectiveness of Long-Form Landing Pages Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA⁠ Powered by: Motion. ...2024-07-091h 00

Marketing OperatorsE014: YouTube Deep Dive: Ads, Organic Growth, Partnerships & More00:00 Introduction 11:55 YouTube Ads in Media Mix and Account Management 21:52 Ad Formats and Viewer Behavior on YouTube 26:27 Challenges of Measuring YouTube Ad Effectiveness 28:50 Using AI-Powered Marketing Mix Models for Optimization 30:20 Challenges and Strategies for Measuring YouTube Attribution 32:14 Approaches to YouTube Advertising: Targeting, Optimization, and Creative Testing 36:32 The Benefits of Organic YouTube Content 44:24 The Value of Organic Views and the Potential for Virality 53:26 Distribution of YouTube Content: Email Campaigns, Organic Social Posts, and Paid Media 01:01:07 YouTube Partnerships and Sponsorships 01:02:00...2024-07-021h 31

Marketing OperatorsE013: Tyson Drake, former CMO at The Oodie, on Merchandising, Top of Funnel Tactics and More...00:00 Introduction 03:16 Life Updates 06:04 Introduction to Tyson Drake and his Background 11:46 Merchandising and Marketing in Different Industries 27:39 Creating Effective Marketing Campaigns 30:54 Product Classification: A Tiered Approach 32:43 Category Expansion: Becoming a Kitchenware Brand 36:30 Forecasting and Inventory Management 50:58 Measuring the Effectiveness of Top-of-Funnel Advertising 01:01:49 Measuring the Effectiveness of Marketing Channels 01:02:49 Challenges of Measuring TV and Streaming TV 01:06:14 Post-Purchase Surveys and Media Mix Modeling 01:09:09 Tracking Awareness and Consideration with Prompted Brand Surveys 01:11:01 Creating Mental Availability and Being...2024-06-251h 32

Marketing OperatorsE012: CX - Customer Experience From A Growth Marketer's Perspective! Tactics To Create Incredible Revenue-Driving Customer Experiences00:00 Introduction 12:55 Defining Customer Experience and its Relationship with Brand 25:30 The Role of Retail Stores in Customer Experience 31:19 The Impact of Product Information on Customer Experience 36:26 Educating Customers and Pre-Purchase Support 42:42 AI for Customer Support 45:35 Creating Video Content for Customer Education 48:52 The Importance of Trusting Your Gut 53:36 Funnels in Marketing and Business 01:05:00 Balancing Discounts and Brand Value 01:08:49 The Impact of Pricing and Offer Positioning 01:10:17 Testing Messaging and Perception Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA⁠ Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketi...2024-06-181h 12

Marketing OperatorsE011: Going Global: How We're Approaching International Expansion00:00 Introduction: Going International 08:16 Memorial Day Sales and Performance 12:24 Successes and Challenges of International Expansion 28:10 Early International Sales and Easy Wins 29:32 Timing and Team Building for International Expansion 31:23 Shipping Challenges and Localization 33:15 Building Dedicated Teams for International Markets 34:41Timing and Localization: Key Factors in International Expansion 38:32 Team Structure and Communication for International Growth 48:04 Translation: Challenges and Considerations for International Markets 55:47 Media Mix: Diversifying Channels for International Reach 57:04 Influencer Partnerships: Expanding Brand Reach in International Markets 01:02:45 Market Nuances and Adaptation: Keys to Success in International Expansion Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite...2024-06-111h 09

Marketing OperatorsE010: CRO: Optimising Conversions, Increasing AOV and Selling 6-Figures Post Purchase00:00 Introduction to Conversion Rate Optimization (CRO) 02:37 Testing and Implementing CRO Initiatives 08:34 Defining CRO and its Impact on Revenue per User 28:47 Optimizing Team Structure and Design Support in E-commerce 44:10 The Impact of Video Experiences on Revenue and Customer Engagement 49:48 CRO Testing: Strategies for Optimizing the Customer Journey 55:59 Optimizing Conversion Rates Through Intuitive Navigation 58:12 Balancing Testing and Editorial Decisions in Website Design 01:02:16 Measuring True Incrementality with Marketing Science 01:21:05 Informed Upselling and After-Sell Strategies Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9ope...2024-06-041h 23

Marketing OperatorsE009: Ashton Wall: Putting Influencer Marketing At The Core of your Marketing StackThis week the Marketing Operators are joined by marketing expert, Ashton Wall. Ashton has experience working in house for some incredibly successful DTC brands, including ColourPop and Kylie Cosmetics. Ashton is now the co-founder of GateMaker Community and is here to share her tips, hot takes and expertise on marketing strategy, working with influencers, earned media value (EMV) and much more! 00:00 Introduction 03:03 Seeding vs. Gifting: Influencer Engagement Strategies 08:27 Earned Media Value (EMV) and Its Impact on Influencer Campaigns 14:43 Product Launch Strategies: Teasing, Seeding, and Influencer Content 37:04...2024-05-281h 12

Marketing OperatorsE008: Your Questions Answered! Marketing Channel Expansion, Team Building, Influencer Marketing & More00:00 Introduction 06:44 Building High-Performing Teams 15:14 Insourcing vs Outsourcing 31:12 Scaling Channels and Finding New Growth Opportunities 04:59 Building a Strong Team for Business Success 39:10 Evaluating the Value of Software Solutions 53:26 The Role of Influencer Marketing in Brand Awareness 56:40 Underrated Software Tools for Business Efficiency 01:08:12 Overrated Software in the Industry 01:14:42 Underrated Software Solutions Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA⁠ Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠ Aftersell.⁠⁠⁠ https://www.aftersell.com/⁠⁠⁠ Richpanel. ⁠⁠⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc⁠ Haus. http://Haus.io/oper...2024-05-211h 17

Marketing OperatorsE007: Product Drops: The Tactics and Strategies We're Using On Our Launches Right Now00:00 Introduction 06:20 Informing New Products: Philosophy and Approach 13:17 Recent Product Drops by Ridge Wallet and Cody's Brand 28:00 Examples of Successful Brand Expansions 37:29 Process of Informing New Products 38:55 Understanding the Market and Customer Needs 40:21 Using Data and Gut Instinct for Product Development 41:35 Customer Service and Artificial Intelligence 52:02 Coordinating and Project Managing Product Launches 01:02:04 Teasing and Launching New Products 01:08:38 Sustaining Product Success Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6...2024-05-141h 18

Marketing OperatorsE006: David Herrmann: Paid Media, Creative Diversity and the Channels You Should Be TestingIn this episode of the marketing operators podcast your hosts are joined by paid social legend David Herrmann. David has been working in Meta ads manager for over 10 years and has become one of the top voices when it comes to paid social. Topics in this episode will include the recent issues with Meta's performance, insights on how brands can navigate this period, the importance of diversifying ad spend across different channels and platforms, such as Pinterest, Snapchat, and Twitter and advice on managing paid media. 00:00 Introduction 07:07 David's Paid Social Journey 12:33 Discussion on Meta Performance Issues 23:27 Importance of Diversifying...2024-05-071h 23

Marketing OperatorsE005: How 9-Figure Brands Structure Their Organisations and Manage Their Teams - Hiring, Delegating, Communications and more!00:00 Introduction 08:59 Team Building and Org Structure 27:15 Briefing and Planning Campaigns 35:50 88 Effort and Potential Impact in Campaigns 44:20 Hiring the Right People 51:28 Organizing Teams by Channel and Category 01:13:28 Effective Async Communication 01:20:32 The Power of Written Communication Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA⁠ Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠ Afters...2024-04-301h 21

Marketing OperatorsE004: All Things Forecasting! How we Forecast, the Pitfalls of Over and Under Forecasting, and the Lessons We've Learnt From Our Mistakes00:00 Introduction 07:32 Ridge Wallet's Approach to Forecasting 28:29 Cohort-Based Forecasting 37:02 Forecasting Process and Seasonality 45:30 Preparing for High Growth and Customer Service 56:29 Balancing Goals and Morale 01:08:35 Opportunity Cost and Informed Decision Making Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA⁠ Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠ Aftersell.⁠⁠⁠ https://www.aftersell.com/⁠⁠⁠ 2024-04-231h 14

Marketing OperatorsE003: Holistic Retention Strategies and Driving LTV00:00 Introduction and Sponsor Acknowledgement 10:09 Key Performance Indicators for Retention 27:02 The Challenges of Measuring Retention and LTV 39:56 The Need for Incrementality Testing in Retention 47:56 The Impact of First Order Value on LTV 55:33 Exploring Retention Channels 01:06:17 Reactivating Unengaged Customers 01:18:23 Exclusive Offers and Early Access Operators Exclusive Slack: ⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA Powered by: Motion. ⁠⁠https://motionap...2024-04-161h 21

Marketing OperatorsE002: Creative Testing, Content Creation and Ad Performance Analysis00:00 Introduction 08:47 Content Creation and Collaboration 26:15 Cadence of Creative Ideation and Review Meetings 29:30 Balancing Net New Concepts and Iterations 29:59 Exploring New Personas and Concepts 32:06 Understanding Customer Insights for Creative Ideation 34:37 Finding Inspiration from Other Brands 51:55 Balancing Performance and Brand Alignment 59:23 Perception of Ads and Naming Conventions 1:04:57 Importance of Naming Conventions for Data Analysis 01:07:52 Organizing Tests and Categorizing Hooks 01:09:05 Budget Allocation and Testing Methodologies 01:14:51 Testing Approaches and Scaling Strategies 01:20:01 CBO and ABO Campaigns for Testing...2024-04-091h 28

Marketing OperatorsE001: A Deep Dive into attribution and measurement00:00 Introduction 03:29 Episode One: Getting Started 04:44 Cody's Google Doc Conspiracy Theory 08:06 The Importance of Attribution and Measurement 13:08 Why Attribution is a Hot Button Issue 22:12 Challenges of Attribution 25:47 Consistency in Measurement 28:06 The Value of One-Day Click Attribution 34:19 Establishing Channel-Level Goals 36:58 Understanding Incrementality and its Importance 38:13 The Role of Post-Purchase Surveys 40:22 The Art of Triangulation 42:43 The Value of Post-Purchase Surveys 44:13 The Usefulness of First Heard About Survey Questions 46:44 Debunking the Anti-Post-Purchase Survey Stance 2024-04-021h 21