The Incremental Marketer

Most marketing teams don’t fail because of bad strategy. They fail because they can’t execute.

In this episode of The Incremental Marketer, Paul Boruta sits down with Fractional Marketing Executive Aaron Lee to unpack the operator mindset behind clarity, communication, and cadence - and why stacking small wins is what actually drives sustainable growth.

With experience scaling companies like One Medical and QuinStreet through IPO and advising growth-stage brands through 621 Consulting, Aaron shares how to find the truth in CAC, eliminate distractions, and build marketing systems that survive leadership turnover and organizational change.

In this episode, we cover:

• How a fractional CMO creates impact in the first 1–2 weeks
• Finding the truth in CAC + unit economics
• Why velocity beats perfection in testing and optimization
• Aligning teams on a single primary KPI
• The hidden power of documentation, handoffs, and “marketing as a program”
• Traditional + digital channel mix challenges (and the emotional side of reallocation)
• AI’s impact on analyst roles and why communication skills are becoming critical
• Why “stacking wins” builds momentum that compounds

If you’re trying to move from strategy decks to measurable growth, this episode is for you.

CHAPTERS
00:00 The Quest for Truth in Marketing
03:01 Evolution of Marketing Practices
05:56 The Role of a Fractional CMO
08:52 Assessing Team Dynamics for Growth
12:08 Creating Impact as a Fractional CMO
15:05 Understanding Key Performance Indicators
17:54 The Importance of Conversion Rates
19:02 The Handoff Challenge in Marketing
22:13 The Future of Marketing with AI
25:03 Navigating Traditional vs. Digital Marketing
28:08 Measuring Conversion in a Changing Landscape
31:16 Building Momentum Through Incremental Wins

CONTACT AARON
Aaron@621Consulting
621Consulting.com

🔥 ABOUT THE CHANNEL
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

What happens when marketing leaders stop waiting for perfect measurement and start building momentum?

You get faster learning, stronger conviction, and teams that know how to move forward - even in uncertainty.

In this episode of The Incremental Marketer, Paul Boruta sits down with Amanda Reierson, former CMO of Avant and current board member at Porch Group, to explore what marketing leadership looks like in 2026. Drawing on her experience leading brand, growth, performance, and CX at companies like Farmers Insurance, Thumbtack, Yahoo, and DIRECTV, Amanda shares how modern CMOs balance pressure for results with imperfect data.

The conversation covers why progress beats perfection, how to structure marketing teams in an AI-enabled world, and why customer experience has become a core growth lever - not just a brand metric. Amanda also breaks down how brands should think about agentic search and AI-driven discovery, and why “getting points on the board” matters more than waiting for certainty.

👉 If you’re navigating AI, fragmented channels, and rising expectations—and need a practical mindset for leading through it - this episode is for you.

CHAPTERS
00:00 The Importance of Momentum in Marketing
01:58 Amanda's Marketing Journey
03:18 Challenges Faced by Marketing Leaders
05:16 Investing in Marketing Resources
06:35 The Role of AI in Marketing
09:41 Structuring Marketing Teams for AI
10:41 In-Housing vs. Agency Support
12:30 Hiring for AI Skills
14:16 Market Trends and Opportunities
15:00 Adapting to AEO and LLMs
16:41 Measuring Marketing Effectiveness
18:52 Data Management in Marketing
20:28 Building Effective Loyalty Programs
21:53 Testing Marketing Strategies
23:31 Long-Term Brand Measurement
26:09 Customer Experience as a Business Priority
27:44 Marketing's Role in Product Market Fit
31:21 Future Focus for Marketing Leaders
33:04 Advice for Aspiring Marketing Leaders

CONTACT AMANADA
https://www.linkedin.com/in/amanda-reierson-5a83241

🔥 ABOUT THE CHANNEL
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

What happens when marketers stop asking “what worked” and start asking “what if?”

You get faster decisions, clearer answers, and a very different future for marketing measurement.

In this episode of The Incremental Marketer, Tom Newman - investor, operator, and advisor to Slingwave - breaks down how AI is reshaping marketing analytics from backward-looking reports into real-time, predictive intelligence. Drawing on his experience scaling companies at AOL, WarnerMedia, and Urban One, Tom explains why digital marketing still hasn’t delivered on its promise of transparency - and what finally changes that.

We dig into why marketers are drowning in unstructured data, how AI and Bayesian models can turn that mess into insight, and why the hardest part of growth is the 1→10 transition.

👉 If you want clearer answers, faster decisions, and a smarter way to measure growth, this conversation is worth your time.

CHAPTERS

00:00 The Exciting Future of Marketing Data

02:21 Tom Newman's Journey in Media and Advertising

06:15 The Role of Kelly Newman Advisors

08:42 Understanding the Scale-Up Phase

10:28 The Gap in Marketing Measurement

12:27 AI's Impact on Marketing and Data

18:49 The Future of Marketing Analytics

22:45 Barriers to AI Adoption in Marketing

28:24 Predictions for 2026 and Beyond

CONTACT TOM

https://www.kellynewmanadvisors.com/

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

What happens when brand building collides with an explosion of AI tools?

Marketers face 17,000 “solutions,” endless noise, and growing confusion about what actually drives growth. In this episode, Nick Jezarian — founder of Dime House and former media leader at Kraft Heinz, Target, and Coca-Cola — shares how modern brands can find clarity in the chaos.

We get into why long-term brand building still matters, how to measure what feels unmeasurable, and Nick’s simple “layer-cake” framework for connecting creativity, culture, and commercial impact. Plus: when to invest in brand, how to know it’s working, and why generalists are rising again in the age of AI.

A must-listen for anyone shaping brand strategy in a rapidly changing world.

CHAPTERS

00:00 The Overwhelming Landscape of AI in Marketing 01:45 Nick's Journey in Media and Marketing

03:50 The Birth of Dimehouse: A Consultancy for Growth 05:42 Navigating the Brand, Agency, and Platform Ecosystem

07:44 Investing in Brand: Timing and Fundamentals

09:34 Understanding Brand Value and Consumer Experience

11:58 The Role of Social Listening in Brand Strategy

13:38 Leveraging AI for Enhanced Marketing Insights

15:37 The Speed of Change in Marketing Technology

17:33 The Future of Advertising: Small Agencies vs. Big Corporations

19:42 The Complexity of Measurement in Marketing

21:46 Layered Measurement: Balancing Short-term and Long-term Goals

25:40 Tactical vs. Strategic Signals in Marketing

27:42 The Importance of Measurement Culture

31:13 Career Journey Through Iconic Brands

35:26 Cultural Moments and Brand Impact

38:27 Challenges in Measuring Brand Building

46:08 The Future of Marketing Technology and Strategy

CONTACT NICK

[email protected] https://www.linkedin.com/in/nickjezarian/

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

What happens when a creative director and a wellness entrepreneur team up to reinvent jam?

They turn it into a performance product — and a category disruptor.

Meet Michelle and Brian Platt, co-founders of JamPack’d Jams. They set out to rethink breakfast and ended up shaking up an $8 billion industry. In this episode, they share how JamPack’d went from a kitchen experiment to a fast-growing functional food brand — with more protein than peanut butter, more fiber than broccoli, and all the flavor of traditional jam.

We dig into product validation, creative testing, scaling DTC on Shopify, and what it really takes to turn a small idea into a big brand.

CHAPTERS

00:00 Introduction to Jam-Packed Jams

05:56 The Birth of a Health Food Brand

11:47 Market Feedback and Product Development

17:50 Marketing Strategies and Audience Targeting

24:08 The Role of AI in Business

29:59 Future Plans and Closing Thoughts

CONTACT BRIAN & MICHELLE

[email protected] https://www.jampackdjams.com/

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

The lines between CTV, mobile, social, and gaming have officially blurred. But as platforms converge, measurement is falling apart.

In this episode of The Incremental Marketer, Andrew Wohlwend (Head of Operations, Xsolla Ads) explains how marketers can find signal in the chaos—and rebuild attribution that actually works.

We dig into why “mobile vs. gaming vs. CTV vs. social” is the wrong starting point, how accidental or low-intent clicks inflate results (and what to measure instead), and practical frameworks for deduping audiences, weighting the journey, and setting realistic learning cycles.

If you’re wrestling with walled gardens, overlapping audiences, or click metrics that don’t tell the truth—this one’s for you.

CHAPTERS

00:00 The Wild West of Mobile and Gaming Advertising 03:12 Andrew Wolin's Journey in Ad Tech

05:56 Understanding Xsolla Ads and Its Ecosystem

09:04 Navigating Blurred Lines in Advertising

11:59 The Click-Through Rate Debate

14:48 Channel Planning and Audience Targeting

18:11 Building a Better Attribution Model

20:59 Tools for Measurement in Mobile Advertising

24:01 Enabling Marketers for Future Success

27:01 The Future of AI in Advertising

CONTACT ANDREW

https://www.linkedin.com/in/andrew-wohlwend-2b5882b/

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

If you’ve ever wondered how to use AI without losing the human side of marketing, this conversation is for you.

Greg Licciardi, VP of Sponsorships and Partner Programs at the ANA and author of The Holy Grail of Marketing, joins host Paul Boruta of Slingwave to explore how Agentic AI is reshaping marketing as we know it.

They discuss how brands can reach the right person, with the right message, in the right environment, at the right time - while keeping authenticity and brand purpose intact.

Inside the episode:
• How AI and emotion work together to drive performance
• The rise of Agentic AI and the next wave of personalization
• Lessons from e.l.f. and The Weather Company’s weather-driven campaign
• What the ANA’s programmatic study reveals about ad waste
• How Greg teaches the next generation to use AI responsibly

Listen in to discover how the “Holy Grail of Marketing” is evolving - and why the future of AI might actually make brands more human.

CHAPTERS

00:00 The Power of Personalization in AI

09:54 Navigating the Marketing Landscape with AI

20:11 Case Studies: Success and Lessons Learned

30:00 The Future of Marketing and AI

CONTACT GREG

holygrailofmarketing.com https://www.linkedin.com/in/greglicciardi/

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

How do you turn marketing strategy into a system that drives growth?

In this episode of The Incremental Marketer, Scott Kabat (CEO & Founding Partner, 621 Consulting; ex–Flip Video, One Medical, Prezi, Clorox) explains the operator-led marketing model—how fractional CMOs and hands-on operators help companies build real marketing engines that deliver growth.

We talk about why so many businesses struggle to find the right marketing talent, how fractional teams accelerate capability building, and what it takes to balance short-term wins with long-term brand impact. Scott also shares lessons from his work across B2B and B2C, and where AI can support marketing teams without replacing the judgment and creativity that matter most.

👉 If “strategy” never turns into a working system, this one’s for you. Whether you’re scaling a startup or transforming an established company, you’ll walk away with practical ideas to build a marketing function that actually works.

TIMESTAMPS

00:00 Building Authentic Brands

06:01 The Evolution of Fractional Marketing

12:05 Lessons from Iconic Brands

17:46 Navigating Marketing Mistakes

24:05 The Role of AI in Marketing

30:07 Personal Reflections and Future Insights

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL
  

🎙️ Smarter marketing starts here →slingwave.com

Still the main seller at your company? Here’s how to step back while building a growth engine that scales.

In this episode of The Incremental Marketer, I sit down with Katharine Hill Contag, Fractional Head of Growth at Klaro and seasoned marketing executive. Kat helps early-stage B2B companies nail their go-to-market strategy, build demand engines, and lay the foundation for repeatable growth.

She breaks down her 3 Ms of Go-to-Market — Message, Motion, Math — and shares the biggest mistakes founders make in early GTM planning. You’ll also hear how to run quick experiments, track results with lightweight attribution, and use AI as a thought partner for both founder marketing and sales.

👉 Watch now to learn how to move from scrappy founder-led efforts to a scalable growth engine.

TIMESTAMPS

01:33 Introducing Kat Hill-Kontag and Claro Group

03:30 The Fractional Model: Flexibility and Expertise

05:27 Assessing Go-to-Market Strategies

08:35 Common Mistakes in Go-to-Market Planning

10:26 Identifying Ideal Customer Profiles

11:30 Engaging with Agencies in Early Stages

12:41 The Role of Founders in Sales

14:38 Content Strategy for Founders

15:34 Building a Sales Team

16:30 The Impact of Founder Marketing

18:20 Tracking Marketing Impact and Attribution

20:15 Leveraging AI in Sales Coaching

22:33 AI as a Thought Partner for Founders

24:35 Navigating AI in Early Stage Companies

26:43 Experimentation in Marketing Channels

28:39 Trends in B2C Marketing

30:38 Advice for Early Stage Companies

32:26 The Future of Marketing in an AI World

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com

How can CMOs thrive when the old playbook no longer works?

The rules of marketing have changed. Flat budgets, flipped funnels, and AI disruption mean today’s CMOs are under more pressure than ever.

In this episode of The Incremental Marketer, I talk with Mike Kelly - CEO & Co-Founder of Kelly Newman Advisors, and former leader at The Weather Channel, AOL, Time Warner, Unruly, and Colspace - to explore the new rules of marketing leadership. From boardroom insights to practical advice, Mike shares what it takes to lead in today’s rapidly changing landscape.

TIMESTAMPS

00:00 - The Evolution of Digital Marketing

05:14 - Navigating Budget Constraints in Marketing

11:04- The Impact of AI on Marketing Strategies

16:47 - Trends and Future Directions in Marketing

20:12 - Advice for Modern CMOs

Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.

If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.

👉 Ways to connect & explore:

• 🎥 Prefer video? Watch full episodes on YOUTUBE.
• 🤝 Want to talk marketing analytics? REQUEST A DEMO.
• 🔗 Stay in the loop and follow Slingwave on LINKEDIN.
• 💬 CONTACT PAUL

🎙️ Smarter marketing starts here →slingwave.com