by Marketing Operators I Connor Rolain I Connor MacDonald I Cody Plofker
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April 29, 2025
<p>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.</p><p><br></p><p>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</p><p><br></p><p><br></p><p>00:00 Introduction</p><p>02:36 Current Trends in DTC Marketing and AI Integration</p><p>05:31 Understanding the Role of a CMO at Tecovas</p><p>11:50 Data-Driven Decision Making and Reporting Practices</p><p>24:03 Balancing Automation with Personal Insight in Data Analysis</p><p>32:51 Understanding Brand and Product Dynamics</p><p>38:30 The Importance of Post-Purchase Optimization</p><p>56:06 Learning from Failures and Customer Expectations</p><p>01:05:39 Craftsmanship and Customer Connection</p><p>01:10:55 Navigating the Cowboy Boot Market</p><p>01:21:07 Strategic Growth Marketing Initiatives</p><p>01:28:39 Leveraging AI for Marketing Efficiency</p><p><br></p><p><br></p><p>Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw</p><p> </p><p>Powered by:</p><p>Motion.</p><p>https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trends</p><p><br></p><p>Prescient AI.</p><p>https://www.prescientai.com/operators</p><p><br></p><p>Richpanel.</p><p>https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc</p><p><br></p><p>Aftersell.</p><p>https://www.aftersell.com/operators</p><p><br></p><p>Haus.</p><p>http://Haus.io/operators</p><p><br></p><p><br></p><p>Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9</p><p><br></p><p>Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS</p><p><br></p><p>Sign up to the 9 Operators newsletter here: https://9operators.com/</p>
April 22, 2025
<p>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.</p><p>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.</p><p><br /></p><p>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</p><p><br /></p><p>00:00 Introduction</p><p>02:52 Navigating Economic Pressures and AI in Marketing</p><p>05:46 Creative Strategy and Team Structure</p><p>09:03 Defining Creative Strategy and Volume</p><p>11:46 Creative Diversity and Audience Targeting</p><p>15:05 Local Maxima and Creative Inputs</p><p>17:47 Post-Purchase Monetization Strategies</p><p>21:03 The Role of Media Strategy in Creative Success</p><p>27:10 Aligning Creative and Media Strategies</p><p>29:56 Influencer Partnerships and Targeting</p><p>32:46 New Attribution Models and Performance Measurement</p><p>39:26 The Evolution of Attribution Models</p><p>42:10 Defining Creative Diversity</p><p>44:30 Incrementality vs Attribution in Marketing</p><p>47:51 Measuring Marketing Success</p><p>53:51 Cohesive Funnels in Marketing</p><p>01:07:21 Creative Exploration vs Exploitation</p><p><br /></p><p><br /></p><p><br /></p><p>Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw</p><p> </p><p>Powered by:</p><p>Motion.</p><p>https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trends</p><p><br /></p><p>Prescient AI.</p><p>https://www.prescientai.com/operators</p><p><br /></p><p>Richpanel.</p><p>https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc</p><p><br /></p><p>Aftersell.</p><p>https://www.aftersell.com/operators</p><p><br /></p><p>Northbeam.</p><p>https://www.northbeam.io/</p><p><br /></p><p><br /></p><p>Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9</p><p><br /></p><p>Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS</p><p><br /></p><p>Sign up to the 9 Operators newsletter here: https://9operators.com/</p>
April 15, 2025
<p>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.</p><p>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.</p><p>Tune in for insights on ad testing, creative strategies, and influencer marketing to help optimize your marketing efforts and create sustainable growth.</p><p><br /></p><p>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</p><p><br /></p><p>00:00 April Fool's Campaigns and Brand Values</p><p>02:48 Innovative Product Launches and Creative Processes</p><p>05:58 Testing and Measurement Strategies in Marketing</p><p>12:05 Incrementality Testing: Meta vs. Haus</p><p>17:49 Optimizing Marketing Strategies for Growth</p><p>23:47 AI in Influencer Marketing and Brand Ambassadors</p><p>31:44 Scaling Influencer Programs with AI</p><p>35:57 Optimizing Product Seeding Strategies</p><p>39:27 Transforming Customer Support with Technology</p><p>46:46 Leveraging AI for Creative Generation</p><p>55:19 Exploring New Technologies in Marketing</p><p><br /></p><p><br /></p><p>Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw</p><p> </p><p>Powered by:</p><p>Motion.</p><p>https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trends</p><p><br /></p><p>Prescient AI.</p><p>https://www.prescientai.com/operators</p><p><br /></p><p>Richpanel.</p><p>https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc</p><p><br /></p><p>Aftersell.</p><p>https://www.aftersell.com/operators</p><p><br /></p><p>Haus.</p><p>http://Haus.io/operators</p><p><br /></p><p><br /></p><p>Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9</p><p><br /></p><p>Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS</p><p><br /></p><p>Sign up to the 9 Operators newsletter here: https://9operators.com/</p>
OPERATORS
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