Marketing Operators Episode E61: Quick Hits – Campaign Wins, Team Structure & AI Tools We’re Testing
Release Date: May 27, 2025
Host/Authors: Connor Rolain, Connor MacDonald, Cody Plofker
Guests: Sophie [Last Name Not Provided]
1. Introduction and Exciting Announcements
Timestamp: 00:00 – 02:00
The episode kicks off with a lively discussion among the hosts about saving the state of E-commerce, emphasizing their ongoing commitment despite skepticism from some team members.
Connor Rolain opens the conversation:
“We’re back with another episode of Marketing Operators. We've got a lot on the agenda, including saving the state of E-commerce.”
[00:00]
Cody Plofker responds with doubt:
“I don't think there is any saving the state of E-commerce. Nothing we can do.”
[00:10]
Sophie adds her perspective:
“It's over.”
[00:14]
Determined to make a difference, Connor shares an exciting announcement about their first-ever live stream at the Meta Performance Summit:
“We'll be doing the first ever live Marketing Operators at the Meta Performance Summit in early June.”
[01:23]
The team expresses enthusiasm about meeting in person and the milestone of reaching over 60 episodes.
2. Mother's Day and Memorial Day Sales Performance
Timestamp: 04:47 – 23:18
The discussion shifts to recent sales events, with Sophie providing a comprehensive update on their Mother's Day campaign.
Sophie highlights the success:
“Mother's Day was really good. One of our best growth months of the year to date so far.”
[05:11]
She attributes the success to effective branding and campaign differentiation, moving beyond traditional sale moments like Black Friday.
Connor inquires about brand inspirations:
“Are there any brands that do it really well that you guys took inspiration from?”
[07:43]
Sophie cites Huckberry and Ridge's sweepstakes as exemplars of unique branding during campaigns.
The team discusses operational improvements, including hiring a director of design to create consistent campaign toolkits, which has significantly enhanced their branding consistency across channels.
Cody shares insights from their own Mother's Day performance:
“We had our first $100,000 retail-only day, hitting around $115-120k.”
[12:04]
However, Cody also touches on challenges faced during the Memorial Day promo:
“Our Memorial Day promo wasn't performing as expected. The mini miracle bombs, fifth time running them, are now oversaturated.”
[12:45]
This has led to a strategic pivot towards product roadmap innovation for the upcoming year.
3. Structuring E-commerce Teams
Timestamp: 31:14 – 39:37
Sophie initiates a deep dive into team structures within E-commerce, prompted by a text from Connor.
Sophie outlines their current setup:
“We have a head of website, a director of E-commerce, and a director of CRO, along with designers and developers.”
[31:14]
Connor explains their hiring strategy for a new Director of E-commerce:
“The Director of E-commerce at Ridge will oversee E-commerce operations, marketing components, and product management.”
[33:01]
They discuss the balance between internal and external resources, emphasizing collaboration with development agencies and the potential integration of AI to streamline operations.
Cody shares their own team's restructuring efforts:
“We’re figuring out how to split E-comm Ops and CRO testing, possibly hiring more junior roles and outsourcing some CRO tasks.”
[39:44]
The conversation highlights the importance of specialized roles in managing E-commerce operations efficiently, especially as businesses scale.
4. Implementing AI Tools in E-commerce
Timestamp: 46:18 – 75:28
A significant portion of the episode is dedicated to the integration of AI tools within E-commerce workflows. Cody and Connor discuss various AI-driven initiatives to enhance efficiency and innovation.
Cody emphasizes an all-in approach to AI:
“We’re going all in on AI to improve operating leverage, automate busy work, and empower teams to achieve more.”
[46:18]
He outlines their strategy:
- Training and Education: Conducting memos, lunch-and-learns, and inviting speakers like Alex Cooper to teach prompt engineering.
- Incentives: Introducing a bounty system with a $10k pool for impactful AI innovations within the organization.
- Adoption of New Tools: Implementing AI-driven market research tools like Listen AI, which automates customer interviews and data analysis, saving significant time and resources.
[51:51]
Sophie adds her excitement about AI in data analysis:
“AI is making data more accessible and actionable, allowing every team member to become a data person.”
[32:55]
Connor and Cody explore the potential of AI in creative processes, such as:
- Campaign Creation: Speeding up the transition from marketing summaries to copy and briefs.
- Performance Creative: Ideating and generating content more efficiently.
- Media Buying: Predicting and optimizing budget allocations using AI models.
They also touch on future possibilities like AI-driven design and video editing, acknowledging current limitations but expressing optimism for advancements.
Sophie shares her enthusiasm for AI-enhanced analytics:
“With AI-driven analytics, tasks like querying conversion rates across collections become effortless and highly accurate.”
[52:06]
The hosts agree that while AI implementation may require upfront investment, the long-term benefits in efficiency and scalability are substantial.
5. Test of the Month: Ring Campaign Optimization
Timestamp: 75:28 – 80:51
To conclude, the team discusses a recent A/B test focused on their Ring product category.
Connor explains the methodology:
“We ran two geo lift tests targeting men and women separately to understand incrementality.”
[75:40]
Results:
- Women’s Targeting: Achieved a 4.2x incremental ROI, significantly higher than men’s 2.2x.
[76:21]
Sophie and Cody analyze these outcomes, considering behavioral insights like women purchasing rings for their fiancés, leading to higher effectiveness in ad targeting.
Sophie reflects:
“It’s actionable because it directly informs where to scale ad spend, particularly on female-targeted campaigns.”
[79:19]
Cody concurs, noting:
“This highlights the importance of tailored marketing strategies based on demographic behaviors.”
[78:35]
The team plans to adjust their ROAS targets accordingly, leveraging the data to optimize future campaigns.
Key Takeaways
-
Strategic Branding: Differentiating campaign branding beyond traditional sale periods leads to improved performance and efficiency.
-
Team Structure Optimization: Clearly defined roles within E-commerce teams enhance operational effectiveness, especially when scaling.
-
AI Integration: Embracing AI tools across various functions—from market research and data analysis to creative processes—can significantly boost efficiency and innovation.
-
Data-Driven Decisions: Leveraging advanced analytics and AI-driven insights allows for more informed and effective marketing strategies.
-
Testing and Adaptation: Regular testing, such as the ring campaign optimization, provides actionable insights that drive strategic adjustments and improved ROI.
Notable Quotes
-
Connor Rolain:
“We’ll be doing the first ever live Marketing Operators at the Meta Performance Summit in early June.”
[01:23] -
Sophie:
“Mother's Day was really good. One of our best growth months of the year to date so far.”
[05:11] -
Cody Plofker:
“We’re going all in on AI to improve operating leverage, automate busy work, and empower teams to achieve more.”
[46:18] -
Sophie:
“With AI-driven analytics, tasks like querying conversion rates across collections become effortless and highly accurate.”
[52:06] -
Connor Rolain:
“Conversion Lift doesn’t capture all of the buying behavior. Women’s targeting had a 4.2x incremental ROI.”
[78:24]
Conclusion
Episode E61 of Marketing Operators provides valuable insights into effective campaign branding, E-commerce team structuring, and the transformative role of AI in modern marketing. The hosts share their successes and challenges, offering actionable strategies for growth and efficiency. Whether you're looking to optimize your campaigns, restructure your team, or integrate AI tools, this episode delivers practical advice grounded in real-world experiences.
For more detailed discussions and insights, listen to the full episode of Marketing Operators Episode E61.