Marketing Operators

In 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.

Finally, we get into how AI is being used practically in our workflows, from tools like ChatGPT and ElevenLabs to how we’re using HeyGen for localization - what’s been useful, what still requires human oversight, and where we’re seeing opportunity.

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

03:13 Leveraging AI in Marketing

06:06 Campaign Strategies and Branding

08:56 Sales Performance Insights

11:45 Innovative Promotions and Offers

15:00 Structuring E-Commerce Teams

17:52 Future Planning and Product Roadmaps

40:39 E-commerce Operations and Team Structure

44:16 Maximizing Post-Purchase Profitability

46:18 AI Integration in E-commerce Workflows

54:01 AI's Impact on Customer Experience and Operations

01:00:00 Leveraging AI for Marketing and Data Analysis

01:15:24 Testing and Insights in E-commerce Strategies

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

Powered by:

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Haus.

http://Haus.io/operators

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/

In 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 channel to run high-impact, cohesive campaigns.

Finally, we dive into how we're starting to use AI, especially in copywriting workflows, and where human creativity still plays a critical role.

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

05:22 Defining Go-To-Market Strategies

12:03 The Product Prequel Process

17:15 Attribution Models and Their Impact

20:22 Understanding Product Launch Tiers

23:39 Collaboration Between Product and Marketing Teams

29:12 Creating Cohesive Marketing Messaging

35:46 The Role of Project Management in Marketing

39:09 Post-Mortem Analysis for Continuous Improvement

45:43 Centralizing Project Management Functions

48:36 Go-To-Market Strategy and Execution

55:27 Comprehensive Creative Briefs for Launches

58:14 Centralizing Creative Assets

01:02:56 Brand vs. Product Messaging

01:05:39 Design Toolkits for Cohesive Branding

01:11:02 Creative Problem Solving with Existing Assets

01:15:24 Leveraging AI for Content Creation

01:19:09 Establishing a Design System

01:22:01 Iterating on Go-to-Market Strategies

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

Powered by:

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Northbeam.

https://www.northbeam.io/

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/

As 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 shares his take on the evolving balance between brand and product-led growth, how to think about testing in a high-cost environment, and why most teams of the future will look leaner, faster, and increasingly AI-powered.

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

04:08 E-commerce Challenges and Growth Strategies

11:08 Navigating Meta's Advertising Landscape

18:14 Optimizing for Incrementality and Brand Engagement

25:21 The Role of Brand Activations and Measurement

37:44 Unlocking New Reach in Marketing

40:05 The Short-Term Impact of Advertising

43:39 Balancing Brand and Performance Marketing

46:24 Evolving Marketing Strategies for Growth

49:19 The Role of Creative Campaigns in Business Growth

53:08 The Future of Marketing and AI Integration

01:00:09 The Changing Landscape of Creative Development

01:05:42 The Role of Humans in an AI-Driven World

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

Powered by:

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Haus.

http://Haus.io/operators

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/

With 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 into how our thinking is evolving around incrementality, media efficiency, and value messaging—and why now might be the time to rethink how you define “essential” in your marketing stack. This is a real-time look at how we’re navigating the pressure, adjusting to change, and planning for what’s next.

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

03:21 AI in Marketing and Economic Pressures

05:46 Market Trends and Consumer Behavior

09:13 Adjusting Strategies in a Recession

14:51 Vendor Relationships and Cost Management

18:12 Maintaining Growth Amidst Cuts

23:52 Customer Support Innovations

44:16 Navigating Incrementality in Media Spend

47:35 The Importance of Testing and Revalidating Assumptions

50:34 Adapting Marketing Strategies in a Changing Economy

56:51 Understanding Market Dynamics and Consumer Behavior

01:00:07 Positioning Premium Brands in a Downturn

01:04:56 Leveraging Retail Opportunities for Long-Term Gains

01:10:19 The Impact of Tariffs on Marketing Messaging

01:20:55 Strategic Growth in a Competitive Landscape

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

Powered by:

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Northbeam.

https://www.northbeam.io/

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/

Today 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 is helping streamline data processes and reporting and highlights the importance of a collaborative, cross-functional team in executing Tecovas’ marketing strategy.

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

02:36 Current Trends in DTC Marketing and AI Integration

05:31 Understanding the Role of a CMO at Tecovas

11:50 Data-Driven Decision Making and Reporting Practices

24:03 Balancing Automation with Personal Insight in Data Analysis

32:51 Understanding Brand and Product Dynamics

38:30 The Importance of Post-Purchase Optimization

56:06 Learning from Failures and Customer Expectations

01:05:39 Craftsmanship and Customer Connection

01:10:55 Navigating the Cowboy Boot Market

01:21:07 Strategic Growth Marketing Initiatives

01:28:39 Leveraging AI for Marketing Efficiency

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

Powered by:

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Haus.

http://Haus.io/operators

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/

In 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 explore the maturity curve of attribution and measurement – why early-stage brands often rely on last-click metrics, and how that approach needs to evolve over time. Finally, we touch on the complexity of deciding which dimensions – audience, ad format, channel, offer, or optimization strategy – are worth prioritizing as you scale.

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

02:52 Navigating Economic Pressures and AI in Marketing

05:46 Creative Strategy and Team Structure

09:03 Defining Creative Strategy and Volume

11:46 Creative Diversity and Audience Targeting

15:05 Local Maxima and Creative Inputs

17:47 Post-Purchase Monetization Strategies

21:03 The Role of Media Strategy in Creative Success

27:10 Aligning Creative and Media Strategies

29:56 Influencer Partnerships and Targeting

32:46 New Attribution Models and Performance Measurement

39:26 The Evolution of Attribution Models

42:10 Defining Creative Diversity

44:30 Incrementality vs Attribution in Marketing

47:51 Measuring Marketing Success

53:51 Cohesive Funnels in Marketing

01:07:21 Creative Exploration vs Exploitation

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

Powered by:

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Northbeam.

https://www.northbeam.io/

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/

In 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, including effective strategies for influencer outreach, tracking success, and improving hit rates. We wrap up by answering one of our listener’s questions on running incrementality tests for a low eight-figure brand with a million-dollar ad spend split between Meta and Google Search.

Tune in for insights on ad testing, creative strategies, and influencer marketing to help optimize your marketing efforts and create sustainable growth.

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 April Fool's Campaigns and Brand Values

02:48 Innovative Product Launches and Creative Processes

05:58 Testing and Measurement Strategies in Marketing

12:05 Incrementality Testing: Meta vs. Haus

17:49 Optimizing Marketing Strategies for Growth

23:47 AI in Influencer Marketing and Brand Ambassadors

31:44 Scaling Influencer Programs with AI

35:57 Optimizing Product Seeding Strategies

39:27 Transforming Customer Support with Technology

46:46 Leveraging AI for Creative Generation

55:19 Exploring New Technologies in Marketing

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

Powered by:

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Haus.

http://Haus.io/operators

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/

Email 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 category-specific messaging can make a big impact, especially when you offer multiple product types.

We also dig into smart retention plays beyond email, including how to think about product drops, building anticipation with your list, and creating “got it” moments post-purchase, as well as diving into reactivation timing, how brands can drive second purchases with value-first strategies not just aggressive discounting, and much 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/1W7nKoNK5Zakm1Xv6

00:00 Introduction to Karly Craig and Her Journey

02:41 The Evolution of Karly's Book: Email is Not Dead

05:52 Key Pillars of Automated Flows in Marketing

12:00 Building Effective Email Flows for E-commerce

14:54 Post-Purchase Strategies and Customer Retention

18:05 Reactivation Strategies and Long-term Customer Engagement

20:54 Creating a Personalized Customer Experience

24:08 Leveraging Customer Accounts for Increased LTV

26:59 The Role of Discounts and Promotions in Retention

29:52 Final Thoughts on E-commerce Marketing Strategies

38:43 Building Customer Loyalty Through Engagement

41:57 Innovative Attribution Models for Marketing

45:07 Rethinking Loyalty Programs

49:14 Enhancing Customer Experience with Technology

52:54 Strategies for Successful Product Drops

01:01:00 Leveraging Community for Brand Growth

01:13:25 Investing in Personal Development Through Coaching

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

Powered by:

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Northbeam.

https://www.northbeam.io/

Episode 24 with Jared Brody: https://youtu.be/PHrYerwwtJY

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Sign up to the 9 Operators newsletter here: https://9operators.com/

Last 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 what it actually does, how it’s reshaping campaign structure and creative distribution, and whether it’s delivering better results in the accounts we manage.

Lastly, we dive into AI-generated ad creative: what’s possible today, what’s coming fast, and how it’s already changing how marketing teams work - from research and creative briefs to production speed and creative volume.

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

02:53 Viral Morning Routine: The Ashton Hall Phenomenon

05:56 Saratoga Water's Missed Opportunity

08:49 Marketing Strategies in Response to Viral Moments

12:11 Meta's Andromeda: Enhancements in Ad Performance

15:04 Ad Campaign Structures and Performance Metrics

37:37 The Evolution of Ad Distribution

44:12 Innovations in E-commerce and Meta Shops

47:13 AI in Creative Production

57:03 The Future of Brand Marketing Strategies

01:01:12 Emerging Trends in Organic Social Media

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

Powered by:

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Haus.

http://Haus.io/operators

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/

How 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 teams on track, the common mistakes operators make when setting KPIs, and why the right reporting framework can make or break your growth strategy.

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 Celebrating One Year of The Marketing Operators Podcast

01:55 The Importance of KPIs in E-commerce

04:05 Transparency in Goal Communication

12:24 Setting Effective KPIs for Teams

21:04 Navigating Challenges in KPI Accountability

28:20 Balancing Objective and Subjective KPIs

31:10 Defining Effective KPIs for Teams

34:28 Challenges in Measuring Conversion Rates

39:12 The Impact of Paid Media Spend

46:08 Long-Term Vision vs. Short-Term Goals

49:53 The Importance of Good Marketing Practices

56:11 Navigating Compensation and KPIs

01:02:56 Standardizing Reporting Practices

01:05:50 Effective Meeting Structures and Communication

01:10:34 Asynchronous Updates and Time Management

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

Powered by:

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Northbeam.

https://www.northbeam.io/

Episode 24 with Jared Brody: https://youtu.be/PHrYerwwtJY

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Sign up to the 9 Operators newsletter here: https://9operators.com/