#seen by Sked Social is where social media finally gets real.
Hosted by Lachlan Bradford, #seen dives into the people, ideas, and experiments shaping what it actually means to treat socials seriously. The unfiltered side of content, community, and creativity.
Each episode cuts through the brand-safe noise to show how today’s best social managers, creators, and marketers build influence online without the playbook.
From the chaos behind viral posts to the systems that make creativity repeatable, #seen is for anyone who lives and breathes social... and wants to get better at it.
Aaron Mudford has spent six years at DataSauce, a full-service performance marketing agency in Melbourne working across paid social, paid search, email and creative for brands in fashion, events and beyond.
In this episode he tells Lach where brands are quietly burning cash, starting with one Meta setting: view-through attribution.
On some fashion accounts it claims 50 to 60% of reported revenue, and when DataSauce strips it out, "what could be a ten could come down to a two."
He also shares the question he puts to clients before every big test: "if it was my money, would I try this?" He's firmly data-led, but keeps 10 to 20% of every testing roadmap for open-ended swings.
On AI, his view is just as direct: it's making reports faster to build, but not always more useful, and it still can't see the context an account manager picks up by watching an account every day.
In this episode:
* How Meta's view-through attribution inflates ROAS, and why DataSauce switched to 7-day click
* Why you should test hardest when results are good, not when they drop
* His "if it was my money" rule for pitching big swings to clients
* Cutting the reports that exist to please a trade meeting
* How DataSauce's pod structure keeps client accounts running when people take leave
* What 30 days of daily LinkedIn posting taught him, and why he still posts weekly
Guest LinkedIn: https://www.linkedin.com/in/aaron-mudford/ (https://www.linkedin.com/in/aaron-mudford/)
Guest company: https://www.datasauce.com/ (https://www.datasauce.com/)
Join the #seen community: https://skedsocial.com/seen-community/?utm_source=spotify&utm_medium=social&utm_campaign=seen-newsletter&utm_content=aaron-mudford-ep-39 (https://skedsocial.com/seen-community/?utm_source=spotify&utm_medium=social&utm_campaign=seen-newsletter&utm_content=aaron-mudford-ep-39)
30 Sept 2026
Why Do We Edit Photos of Ourselves?
In our very first 'Group Chat' podcast, the Sked Social team Lach, Gabby and Hana answer a very simple, but very deep question...
Why do we edit photos of ourselves?
From Snapchat dog ears to FaceTune, we get into the pressure to look good when all your mates are filtered, accidentally catfishing yourself with your own photos, and holiday memories permanently stuck behind a terrible Instagram filter.
We also ask where a touch-up becomes misleading, why skincare ads have trust issues, and whether the “raw and unfiltered” version of ourselves is still carefully curated.
Plus, Lach admits his Tinder profile featured a surfboard and a guitar. He can’t use either.
One question. Three perspectives. Welcome to The Group Chat.
Join the #seen community here (https://skedsocial.com/seen-community).
Start your free 14 day trial with Sked Social here (https://skedsocial.com/).
23 Sept 2026
Fire your Favourite Clients with Elke Westerveld
Elke Westerveld (https://www.linkedin.com/in/elke-westerveld-01862893/) founded Social & Staple, a boutique digital marketing agency on the Gold Coast working across paid performance, retention marketing and creative strategy for ecommerce brands in beauty, fashion and lifestyle.
In this episode she tells Lach why growth for her has mostly looked like saying no: three straight taglines later, from "helping small brands make big moves" to "making brands memorable" to where she's landed now, "the last agency you ever work with."
She also shares the pricing audit that changed how she talks about money with clients: an outside review found her agency's client lifetime value was excellent, but her rates were still undermarket, and she's blunt about why that gap was emotional, not mathematical. On AI, her rule is just as clear: it scales the execution she can't keep up with, but it will never replace the idea driving the business in the first place.
In this episode:
Why she cut photography, web builds and full-scope social to keep only three services
The outside pricing audit that found her agency's client lifetime value was excellent, and her rates weren't matching it
Her "vibe hire" rule for building a team: skills are trainable, attitude isn't
The serious burnout two years ago that nearly ended in selling the agency, and the boundary system she built instead
Four paid mental health days a year, a psychologist in the office, and why she protects one fully offline day a week
Where AI earns its place inside Social & Staple, and the one job she keeps for herself
Guest LinkedIn: https://www.linkedin.com/in/elke-westerveld-01862893/ (https://www.linkedin.com/in/elke-westerveld-01862893/)
Guest company: https://www.socialandstaple.net/ (https://www.socialandstaple.net/)
Join the #seen community: https://skedsocial.com/seen-community/ (https://skedsocial.com/seen-community/)
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