Power Digital Marketing

What started as managing 1-2 brands on Amazon has evolved into a rewarding career in Retail Marketing, consulting with and supporting over 100 brands across various industries. Along the way, I’ve had the privilege of collaborating with brilliant colleagues at Power Digital Marketing and incredible teams across Amazon’s diverse organizations. These experiences have enriched my skillset and expanded my professional network in meaningful ways. Recently, I had the honor of speaking to the Buy with Prime and Amazon Multichannel Fulfillment go-to-market teams during their 2025 strategy kickoff, discussing how these two transformative products drive tangible business impact. Here are some of the key insights from my presentation: ⁉️ Overcoming Common Barriers from Merchants: Understanding merchants' business economics is critical. By crafting narratives that address their most valued KPIs and offering sincere, strategic solutions, we can foster long-term business success. 🫰 Supercharging DTC Performance with the Amazon DSP: By leveraging high-intent audiences, we can enhance DTC engagement, drive conversions, and outpace competitors. Breaking the siloed perspective of retail marketplaces allows for a truly omnichannel performance strategy. 📈 Measuring & Proving Incremental Impact: Power Digital’s measurement philosophy focuses on connecting the dots between DTC and retail marketplace performance, delivering actionable insights and demonstrating real business value. Thanks to everyone who attended and engaged with insightful questions! I’m excited to continue exploring how these innovative solutions are shaping the future of ecommerce. Special thanks to Derek Majewski Mike Byrnes Ed Jimenez Rotem Yuz Ashash Bertie Rogers for giving me the opportunity, and continuing to foster a fruitful relationship. And Adam Herman, MBA for keeping up the impeccable vibes 🤘 #Ecommerce #BuyWithPrime #DigitalInnovation #CustomerExperience #BusinessGrowth #AmazonDSP #OmnichannelRetail #RetailAdvertising #RetailMarketplaces

(CMOs, cover your ears) CFOs: you're right; a lot of marketing cost is a waste. The age old conflict between the CMO and the CFO is driven typically by the contradicting belief that we need to invest to grow, and that those investments need to have a provable ROI. If the investment doesn't clearly generate financial impact, then it should be cut. The prevailing wisdom in the marketing space is that you need to: • Better educate CFOs on how marketing "works" • Simplify measurement to blended efficiency • Use a lot of fluffy/complex language to hide lack of ROI (I mean this somewhat sarcastically, a lot of great CMOs and teams, Power included, say the first two bullets in earnest). In practice though, the CFOs are right in that there ABSOLUTELY is investment, especially in paid media, that is not driving any incremental contribution to the business. • No brand lift • No long term revenue gains • No profitable customer extension • Negative LTV:CAC Having worked with hundreds of brands, one of the most common signs I see of brands struggling is that they continued to scale ad spend in the hope that it would drive more revenue, measurement was saying this was worth it (cough cough last click ROAS), but revenue didn't come. Over time that increased ad spend pinches the flat or decelerating topline growth and you get margin decrements. Inevitably the CFO comes into the conversation and sharpens their pencil. So what should be done instead? • CMOs and CFOs need to BOTH understand the P&L • Measurement needs to focus on incrementality • Media needs to be held to a profitability metric (e.g. CM) • Tests and campaigns need to be viewed over time For example, I can manufacture whatever CAC you want. I can get your business from $100 CAC to $0 CAC. How? Just turn off all ad spend. Voila. Does that mean that all of those new customers you're generating in the days or weeks after you cut ad spend weren't influenced by ads? Or that those ads were ineffective? Absolutely not. Where CFOs absolutely DO need education is in marketing concepts around things like the 95/5 rule, mental availability, category entry points, ad stocking, and latent consideration factors. (Funny enough B2B businesses understand this better due to pipeline length and sales velocity tracking, but DTC struggles here). So what's my point in this post? 1) 90%+ of every marketing program has ad spend waste 2) Measuring for incrementality limits this waste 3) CFOs are right in principle, you can cut budgets 4) CMOs are right in principle, marketing isn't an on/off switch The best performing brands adhere to a clean test and learn structure with runway to understand the full latency of their media, and target a highly lean blended efficiency metric (e.g. usually sub 15% of revenue). CMOs: don't get defensive. CFOs: don't oversimplify. #measurement #attribution #pnl #fpna

Attribution is costing you revenue. Here’s proof. In Q2 2024, we helped a luxury fashion brand turn an outdated approach on its head, and the results were undeniable: - 21% eComm revenue increase - 35% decrease in ad spend - 36% drop in CAC. Here’s how we made it happen: 𝗧𝗛𝗘 𝗣𝗥𝗢𝗕𝗟𝗘𝗠 The brand was managing their ad budgets based on last click return on ad spend. This caused significant overspend to the point of diminishing returns in google brand search & shopping. 𝗧𝗛𝗘 𝗣𝗥𝗢𝗖𝗘𝗦𝗦 𝗦𝘁𝗲𝗽 1: Shift to Contribution-Focused Strategy Using our nova Intelligence Incrementality Modeling, we cut out low-impact channels like Brand Search, focusing instead on Meta and Pinterest, where ad dollars were actually moving the needle. 𝗦𝘁𝗲𝗽 2: Validate with Matched Market Testing We validated these findings with matched market testing, to ensure that this strategic change was backed by data, optimizing for channels that drove incremental gains. 𝗦𝘁𝗲𝗽 3: Fine-Tune for Efficiency and Growth By honing in on the channels that mattered, we saw dramatic improvements in efficiency: - 85% increase in marketing efficiency ratio YoY - -36% decrease in CAC This approach reversed 18 months of revenue declines, achieving growth that traditional attribution models missed entirely. 𝗧𝗵𝗲 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆? Traditional attribution paints an incomplete picture—and it’s costing brands real revenue. If you’re still banking on last click attribution, you’re leaving growth on the table. Advanced analytics and contribution-focused strategies unlock real, measurable impact. Ready to stop guessing and start growing? Comment below or DM me, and I’ll share the template we used to achieve these results.