Marketing Operators

“Borrow cultural equity executed with real partnership compounds faster than anything built in-house.” 
What happens when a legacy brand like Lexus stops buying reach and starts buying culture? 
Connor MacDonald (CMO, Ridge), Cody Plofker (CEO, Jones Road Beauty), and Connor Rolain (Head of Growth, HexClad) trace how Lexus is using Colin and Samir to reach an audience Lexus already has.
One idea drives the partnership: reach your audience better. Cody argues AI generated UGC misses the point entirely. Connor Rolain reveals the four and a half percent lift from a recent cart upsell holdout test. Retention marketing gets the final word on why so few brands measure it properly. 
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“The new infomercial is TikTok shop.” 
Why did Ridge see 88% of its GMV Max lift happen outside of TikTok? 
Cody Plofker (CEO, Jones Road Beauty), Connor Rolain (Head of Growth, HexClad), and Connor MacDonald (CMO, Ridge) sit down to unpack how their brands are building profitable TikTok shop affiliate programs. The conversation opens with Cody’s decision to step down as CEO of Jones Road. 
Connor MacDonald breaks down how Ridge structures affiliate incentives, generating 7,000 videos in a single month. He also shares a geolift study showing 88% of GMV Max lift landed off TikTok on Amazon and Ridge.com. The trio close by reverse engineering a TikTok shop brand, from price point to visual appeal. 
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Proppel 
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Aftersell 
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Haus 
https://www.haus.io/operators 
NeonPixel 
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Richpanel 
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Operators Newsletter 
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“I don’t think our ads are any better.” 
Why are Meta click-through rates rising while conversion rates keep falling? 
Connor MacDonald (CMO, Ridge), Cody Plofker (CEO, Jones Road Beauty), and Connor Rolain (Head of Growth, HexClad) unpack why Meta ad performance has quietly shifted across ecommerce accounts. They break down Ridge’s new chains launch and the merchandising lessons behind it, and debate whether TikTok Shop’s affiliate program matters more than its storefront. 
Meta CPMs and click-through rates keep climbing across DTC accounts, even as conversion rates fall. The hosts respond with the exclusion settings and bid multipliers they are testing to fight back. From there, the conversation turns to Ridge’s chains launch and the pricing lessons behind it. 
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Richpanel 
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Haus 
https://www.haus.io/operators 
NeonPixel 
https://9ops.co/neonpixel 
Operators Newsletter 
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“She has built an amazing system and an amazing flywheel.”
What separates a performance creative director worth hiring from one who just manages a content calendar? 
Connor MacDonald (CMO, Ridge) and Connor Rolain (Head of Growth, HexClad) dig into what it takes to hire a director of performance creative today, why the creative strategist role has split into two distinct skill sets, and how AI agents are emerging as a serious ecommerce conversion rate optimization play. 
They debate whether a great creative strategist should be an operator or an ideator. The answer is neither alone. Both hosts unpack why less prescriptive creator briefs are now producing better-performing ads than heavily scripted ones. The hosts close with a quick over-under on the retention tools most brands either overinvest in or ignore entirely. 
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NeonPixel 
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Haus 
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Operators Newsletter 
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“All bad tests turn good and all good tests turn bad.” 
How do you run ecommerce A/B testing faster without sacrificing statistical confidence?
Connor MacDonald (CMO, Ridge), Cody Plofker (CEO, Jones Road Beauty), and Connor Rolain (Head of Growth, HexClad) debate when to burn the current site down and rebuild versus grinding out incremental wins one test at a time. The answer depends on what you can afford to get wrong. 
They cover Ridge’s live theme rebuild, HexClad’s 27% RPU lift from a single collection-page interstitial in Japan, and the case for running four variants instead of two. Cody also breaks down the qualitative research stack that helped Jones Road Beauty string together six consecutive winning tests. 
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Haus
https://www.haus.io/operators 
Richpanel
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Aftersell
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Operators Newsletter
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