From Growth Sprints to Brand Health Metrics: What's Driving Wins Right Now
From measuring brand health beyond ROAS to breaking down viral awareness plays and running focused growth sprints, we’re getting into the topics on our minds as Marketing Operators right now.We kick things off with baseline revenue - how we define it, how we track it, and why it’s one of Connor Rolain’s go-to metrics for gauging brand momentum, resilience, and reliance on paid media. We also get into its blind spots, how paid activity can still influence it, and why it should be paired with other brand health signals.Then we break down Cozy Earth’s $25K “Bed Rot Challenge” campaign - why it’s such a perfect, MrBeast-style awareness stunt built for social, and how we’d tie it more closely to actual sales.Next, Cody takes us inside a growth sprint he’s running to fix high incremental CPAs on Meta - sharing the framework he’s using, how he rallied growth, creative, and data around it, and the results so far.Finally, we wrap with a MOPs Hotline question on aligning product and marketing, from deciding which products belong in the hero acquisition funnel to launching new ones for fresh audiences without losing your core customer.Want to submit your own DTC or ecommerce marketing question? Click here.Chapters:00:00 Introduction04:23 Measuring Brand Health: The Baseline Revenue Metric09:07 Navigating Brand Marketing and Incrementality16:22 The Role of Upper Funnel Marketing23:25 Innovative Campaigns: The Cozy Earth Bed Rot Challenge40:33 Engaging with TikTok and SMS Marketing Strategies46:53 Building Teams Around Sprints for Clarity and Action54:51 The Importance of Recurring Meetings and Accountability01:07:29 Collaborative Product Development and Marketing Alignment01:19:43 Leveraging Customer Feedback for Product DevelopmentCody's X Post: https://x.com/codyplof/status/1954611362111410540Episode 66: DTC Marketers - Where Are You Wasting Your Time? Follow us on XPowered by:Motion.https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trendsPrescient AI.https://www.prescientai.com/operatorsRichpanel.https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsRivo.https://www.rivo.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
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DTC OG Ezra Firestone on How the Game Has Shifted and What’s Working Now
Today on the show we’ve got a very special guest, one of the OGs of ecommerce, Ezra Firestone.He’s been around forever, running brands like Boom by Cindy Joseph, building software companies like Zipify, and creating training businesses like Smart Marketer, all while staying hands-on in the game as the DTC landscape keeps evolving.We get into how he went from top wig drop-shipper to building and exiting nine-figure brands, and how that journey shaped the way he thinks about marketing today. Ezra breaks down the creative frameworks and persona funnels he’s using to scale - building tailored journeys that speak directly to specific customer mindsets and motivations - and why a one-size-fits-all approach no longer cuts it in today’s performance landscape.He also shares why most brands are underusing Amazon and Shop App, how to approach them as full-funnel growth channels, and what it looks like to prepare your brand for AI-native discovery through structured data and platform-level optimization. Plus, we get into Meta ad theory, challenger brand tactics and how Ezra’s role has evolved from hands-on operator to long-term strategist focused on sustainable growth, supporting great teams, and staying aligned with what actually matters.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/1W7nKoNK5Zakm1Xv6Chapters00:00 Introduction09:07 The Drop Shipping Business Model Explained19:26 The Shift from Drop Shipping to Brand Ownership29:21 Content as a Core Strategy in E-Commerce39:18 Storytelling and Engagement in Marketing45:04 Maximizing Amazon and Shop App Opportunities56:07 The Rise of LLMs and SEO Strategies59:20 Optimizing E-commerce Operations for Success01:00:13 Transitioning from Operator to Navigator01:06:32 The Importance of Strategic Thinking in Business01:14:08 Evaluating Business Models: E-commerce vs. Agency vs. SoftwarePowered by:Motion.https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trendsPrescient AI.https://www.prescientai.com/operatorsRichpanel.https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsHaus.http://Haus.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
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1:26:08
Unlocking Growth Levers with Connor Dault, CMO of Fast-Growth DTC Supplement Brand Gruns
Today we’re joined by Connor Dault, CMO of Grüns, to talk about his move into the company, how he got up to speed, and the steps he took to work effectively with a team that was already performing at a high level.We cover his onboarding approach, how he finds quick wins without disrupting existing success, and how Grüns spots opportunities by pairing customer feedback with cultural trends. Connor breaks down their persona-based marketing strategy, balancing cohesive messaging with high testing velocity, and deciding when to quietly test versus go all-in on a new idea.He also shares the approaches that drove early growth, from Meta advertising to retention-focused customer experience, and the channels now driving scale, including CTV, YouTube, influencer partnerships, and closer cross-team alignment.Want to submit your own DTC or ecommerce marketing question? Click here.If you enjoyed this episode, check out Episode 49 when Connor Dault was first on the show - How Digital Product Fuels DTC Growth with Connor DaultChapters00:00 Introduction07:22 Onboarding and Team Dynamics in Marketing15:15 Building Cohesion Across Marketing Strategies23:12 Navigating Brand Messaging and Consumer Engagement35:09 Tactical Approaches to Marketing Campaigns38:15 Strategic Hook Development41:47 Testing and Personalization Strategies44:41 Seasonal Marketing and Campaign Planning48:31 Growth Strategies and Revenue Bands51:51 Unlocking New Marketing Channels01:04:52 Innovative Projects and Measurement01:10:23 Leadership and Feedback CulturePowered by:Motion.https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trendsPrescient AI.https://www.prescientai.com/operatorsRichpanel.https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsRivo.https://www.rivo.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
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1:18:36
How We’re Iterating on Tentpole Campaigns & Structuring the Content Teams That Power Them
Today, we’re kicking things off by sharing how we’re structuring our content teams - from hiring in-house roles to building systems around freelancers - and how that supports creative that performs across both brand and paid.Next we dive into how we’re iterating on some of the biggest campaigns we run at our brands: the sweepstakes. We talk through what’s changing this year, how we’re using influencer content in new ways, and how we’re optimizing campaigns across Meta, YouTube, and TV.We also get into what we’re testing right now, from comment-to-enter flows to view content objectives and engagement-first creative, and how we use those signals to improve each round.To wrap up, we look at a product page from Fellow as an example of strong direct response storytelling and share how we’re applying those same principles to our own landing pages.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/1W7nKoNK5Zakm1Xv6Chapters:00:00 Introduction03:58 Insights on AI in Creative Strategy07:16 Behind the Scenes of Content Production11:06 The Evolution of Internal Content Production15:18 The Importance of Incrementality Testing19:18 Planning for Sweepstakes and Major Changes28:35 Execution Strategies for Sweepstakes Campaigns38:28 Leveraging Influencer Content for Marketing Success40:48 Innovative Ad Strategies and Content Creation44:24 Expanding Marketing Channels and Engagement Metrics47:31 Understanding Sweepstakes Performance and Audience Engagement59:20 Cash vs. Experience: The Sweepstakes Dilemma01:04:19 Building Anticipation for New CampaignsPowered by:Motion.https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trendsPrescient AI.https://www.prescientai.com/operatorsRichpanel.https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsHaus.http://Haus.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
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1:19:44
Acquisition Offers That Drive Retention: What’s Working - and Why Testing Matters
Today we’re getting into how acquisition offers - particularly in pop-ups - can do much more than drive opt-ins. The type of offer you lead with shapes who you acquire, how much they spend, and future LTV. We share examples from the offers we run on our brands, comparing blanket discounts with offers like cashback and second-order incentives, and how those choices impacted retention, AOV, and customer lifetime value.We also discuss why some offers that looked successful on the surface ended up hurting long-term performance or creating poor customer experiences, and how simple changes led to big lifts in repeat purchase rate. We also touch on whywhy very few teams are testing their pop-ups rigorously, what makes offer testing difficult, and how to build an approach that’s aligned with long-term goals - not just short-term wins.We also dig into Meta’s recent performance trends, using the latest data from the Haus report. We share what they’re seeing across ASC and manual campaigns, how different optimization strategies are playing out, and why it's getting harder to rely on Meta as a consistent acquisition engine.Want to submit your own DTC or ecommerce marketing question? Click here.Operators Podcast Episode 123: The Meta Incrementality Report: Lessons from 640 Haus Experiments Chapters:00:00 Introduction 02:34 The Power of Cash Back Offers05:28 Data-Driven Insights on Pop-Up Offers08:19 Retention Metrics and Customer Engagement11:06 Testing Methodologies for Pop-Up Offers14:19 Holistic Approaches to Customer Acquisition17:14 Innovative Second Order Offers20:05 Challenges in Optimizing First Touch Points26:10 Future Trends in E-commerce Offers35:43 Optimizing Data Reporting and Analysis38:00 Evolving Marketing Strategies and Cash Back Offers41:05 Insights from Meta's Campaign Performance Report44:52 Understanding Incrementality in Marketing49:04 Navigating Meta's Advertising Changes54:43 Leveraging Bundle Builders for Increased ConversionsFinance Operators Episode: How CashBack beats discount codes & More with Dan GlazerPowered by:Motion.https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-readshttps://motionapp.com/creative-trendsPrescient AI.https://www.prescientai.com/operatorsRichpanel.https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsRivo.https://www.rivo.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
Ireland