Marketing Operators

“We just had a hundred thousand people buy in the last 60 days.” 
What does the future of retention marketing actually look like by 2027? 
Connor MacDonald (CMO, Ridge) and Connor Rolain (Head of Growth, HexClad) unpack what Postscript’s AI memories mean for retention marketing’s future. They map out a 2027 playbook built on personalized experiences, even as TikTok Shop’s creator economy hits a breaking point. 
Postscript is building unified profiles instead of fragmented SMS data. That shift promises holdout testing and customer lifetime value tracking. RCS already shows early lift in live tests. Meanwhile TikTok Shop’s incentive structure is pushing affiliates toward burnout. 
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“Don’t let perfect measurement get in the way of good marketing” 
How do Ridge, HexClad and Jones Road each structure Black Friday, Cyber offers differently? 
Connor MacDonald (CMO, Ridge), Cody Plofker (CEO, Jones Road Beauty), and Connor Rolain (Head of Growth, HexClad) share how holiday marketing campaigns pull their ecommerce brands in completely different directions. 
Shark Ninja becomes the opening case study, spending big on creator activations without measuring returns. The hosts counter with their own tactics, mixing steep weekend deal drops with full brand rebuilds between sales. The riskiest move this season turns out to be a discount that costs a brand its most loyal customers. Cody dives into Winks, a fresh sleep brand he and four other 9-figure executives are building from the ground up, and introduces Operators Build, the show capturing the entire journey from scratch.
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Winks 
https://getwinks.com/

“It is so incredibly easy to not drive incremental results the week of Black Friday.”
Connor MacDonald (CMO, Ridge), Cody Plofker (Advisor & fmr. CEO, Jones Road), and Connor Rolain (Head of Growth, HexClad) share how they are approaching Q4 planning.
Before scaling Black Friday, Cyber Monday spend, both HexClad and Ridge test incrementality with real control groups. That same discipline shapes their AMER vs CAC debate, since neither wants to scale spend that isn’t truly incremental. Also, AG1’s new gummy launch steps up, and so does its cannibalization risk. 
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Proppel 
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Operators Newsletter 
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What changes when a single marketer creates as much value as an entire department? 
Reza Khadjavi (Founder & CEO, Motion) joins Connor MacDonald (CMO, Ridge) and Cody Plofker (Advisor & fmr. CEO, Jones Road) to explain why he built Runneth, an AI agent meant to eventually replace Motion’s own product. He walks through the context engineering behind that shift and what it means for marketers. 
Motion scrapped its own revenue targets right after a record quarter, betting the whole company on AI agents. Reza explains how markdown files and organized repositories turn those agents into something closer to a new hire. His advice: skip the Mac Mini, move to the cloud, and put close to 10% of payroll behind AI. 
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How much can filtering a collection page actually lift average order value? What about cart, checkout, and post-purchase?
Varun Kundra (Co-founder, Aftersell) joins Connor MacDonald (CMO, Ridge) and Connor Rolain (Head of Growth, HexClad) to unpack how ecommerce brands raise AOV. Four levers make that possible: collection page tests, product bundles, post purchase upsells, and cross brand advertising. 
HexClad’s new collection page lifted revenue per user by 7% and AOV by $10. Single silhouette bundles need no extra education, but new pairings like Japanese cookware still do. Varun ties it back to Aftersell and Rokt Thanks. Together they’ve generated over $1B in upsell revenue at a take rate under 1%. 
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