The Incremental Marketer

Paul Boruta
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  • MARKETING

Hosted by Paul Boruta, Founder & CEO of Slingwave Join Paul as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 🎙️ Smarter marketing starts here → slingwave.com

  1. 3 MAR

    The Operator's Guide to Cross-Channel Growth | Aaron Lee, Fractional Marketer Exec, 621 Consulting

    Most marketing teams don’t fail because of bad strategy. They fail because they can’t execute. In this episode of The Incremental Marketer, Paul Boruta sits down with Fractional Marketing Executive Aaron Lee to unpack the operator mindset behind clarity, communication, and cadence - and why stacking small wins is what actually drives sustainable growth. With experience scaling companies like One Medical and QuinStreet through IPO and advising growth-stage brands through 621 Consulting, Aaron shares how to find the truth in CAC, eliminate distractions, and build marketing systems that survive leadership turnover and organizational change. In this episode, we cover: • How a fractional CMO creates impact in the first 1–2 weeks • Finding the truth in CAC + unit economics • Why velocity beats perfection in testing and optimization • Aligning teams on a single primary KPI • The hidden power of documentation, handoffs, and “marketing as a program” • Traditional + digital channel mix challenges (and the emotional side of reallocation) • AI’s impact on analyst roles and why communication skills are becoming critical • Why “stacking wins” builds momentum that compounds If you’re trying to move from strategy decks to measurable growth, this episode is for you. CHAPTERS 00:00 The Quest for Truth in Marketing 03:01 Evolution of Marketing Practices 05:56 The Role of a Fractional CMO 08:52 Assessing Team Dynamics for Growth 12:08 Creating Impact as a Fractional CMO 15:05 Understanding Key Performance Indicators 17:54 The Importance of Conversion Rates 19:02 The Handoff Challenge in Marketing 22:13 The Future of Marketing with AI 25:03 Navigating Traditional vs. Digital Marketing 28:08 Measuring Conversion in a Changing Landscape 31:16 Building Momentum Through Incremental Wins CONTACT AARON Aaron@621Consulting 621Consulting.com 🔥 ABOUT THE CHANNEL Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    34 min

  2. 4 FEB

    Get Points on the Board: Marketing Leadership in 2026 | Amanda Reierson, CMO & Public Board Member

    What happens when marketing leaders stop waiting for perfect measurement and start building momentum? You get faster learning, stronger conviction, and teams that know how to move forward - even in uncertainty. In this episode of The Incremental Marketer, Paul Boruta sits down with Amanda Reierson, former CMO of Avant and current board member at Porch Group, to explore what marketing leadership looks like in 2026. Drawing on her experience leading brand, growth, performance, and CX at companies like Farmers Insurance, Thumbtack, Yahoo, and DIRECTV, Amanda shares how modern CMOs balance pressure for results with imperfect data. The conversation covers why progress beats perfection, how to structure marketing teams in an AI-enabled world, and why customer experience has become a core growth lever - not just a brand metric. Amanda also breaks down how brands should think about agentic search and AI-driven discovery, and why “getting points on the board” matters more than waiting for certainty. 👉 If you’re navigating AI, fragmented channels, and rising expectations—and need a practical mindset for leading through it - this episode is for you. CHAPTERS 00:00 The Importance of Momentum in Marketing 01:58 Amanda's Marketing Journey 03:18 Challenges Faced by Marketing Leaders 05:16 Investing in Marketing Resources 06:35 The Role of AI in Marketing 09:41 Structuring Marketing Teams for AI 10:41 In-Housing vs. Agency Support 12:30 Hiring for AI Skills 14:16 Market Trends and Opportunities 15:00 Adapting to AEO and LLMs 16:41 Measuring Marketing Effectiveness 18:52 Data Management in Marketing 20:28 Building Effective Loyalty Programs 21:53 Testing Marketing Strategies 23:31 Long-Term Brand Measurement 26:09 Customer Experience as a Business Priority 27:44 Marketing's Role in Product Market Fit 31:21 Future Focus for Marketing Leaders 33:04 Advice for Aspiring Marketing Leaders CONTACT AMANADA https://www.linkedin.com/in/amanda-reierson-5a83241 🔥 ABOUT THE CHANNEL Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    35 min

  3. 16/12/2025

    The "What If" Era: The Rise of Predictive Intelligence | Tom Newman, Co-Founder KNA

    What happens when marketers stop asking “what worked” and start asking “what if?” You get faster decisions, clearer answers, and a very different future for marketing measurement. In this episode of The Incremental Marketer, Tom Newman - investor, operator, and advisor to Slingwave - breaks down how AI is reshaping marketing analytics from backward-looking reports into real-time, predictive intelligence. Drawing on his experience scaling companies at AOL, WarnerMedia, and Urban One, Tom explains why digital marketing still hasn’t delivered on its promise of transparency - and what finally changes that. We dig into why marketers are drowning in unstructured data, how AI and Bayesian models can turn that mess into insight, and why the hardest part of growth is the 1→10 transition. 👉 If you want clearer answers, faster decisions, and a smarter way to measure growth, this conversation is worth your time. CHAPTERS 00:00 The Exciting Future of Marketing Data 02:21 Tom Newman's Journey in Media and Advertising 06:15 The Role of Kelly Newman Advisors 08:42 Understanding the Scale-Up Phase 10:28 The Gap in Marketing Measurement 12:27 AI's Impact on Marketing and Data 18:49 The Future of Marketing Analytics 22:45 Barriers to AI Adoption in Marketing 28:24 Predictions for 2026 and Beyond CONTACT TOM https://www.kellynewmanadvisors.com/ 🔥 ABOUT THE CHANNELJoin Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    38 min

  4. 25/11/2025

    Brand Building in the Age of AI | Nick Jezarian, Founder of DimeHouse

    What happens when brand building collides with an explosion of AI tools? Marketers face 17,000 “solutions,” endless noise, and growing confusion about what actually drives growth. In this episode, Nick Jezarian — founder of Dime House and former media leader at Kraft Heinz, Target, and Coca-Cola — shares how modern brands can find clarity in the chaos. We get into why long-term brand building still matters, how to measure what feels unmeasurable, and Nick’s simple “layer-cake” framework for connecting creativity, culture, and commercial impact. Plus: when to invest in brand, how to know it’s working, and why generalists are rising again in the age of AI. A must-listen for anyone shaping brand strategy in a rapidly changing world. CHAPTERS 00:00 The Overwhelming Landscape of AI in Marketing 01:45 Nick's Journey in Media and Marketing 03:50 The Birth of Dimehouse: A Consultancy for Growth 05:42 Navigating the Brand, Agency, and Platform Ecosystem 07:44 Investing in Brand: Timing and Fundamentals 09:34 Understanding Brand Value and Consumer Experience 11:58 The Role of Social Listening in Brand Strategy 13:38 Leveraging AI for Enhanced Marketing Insights 15:37 The Speed of Change in Marketing Technology 17:33 The Future of Advertising: Small Agencies vs. Big Corporations 19:42 The Complexity of Measurement in Marketing 21:46 Layered Measurement: Balancing Short-term and Long-term Goals 25:40 Tactical vs. Strategic Signals in Marketing 27:42 The Importance of Measurement Culture 31:13 Career Journey Through Iconic Brands 35:26 Cultural Moments and Brand Impact 38:27 Challenges in Measuring Brand Building 46:08 The Future of Marketing Technology and Strategy CONTACT NICK nick@dimehouse.co https://www.linkedin.com/in/nickjezarian/ 🔥 ABOUT THE CHANNELJoin Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    49 min

  5. 12/11/2025

    Jam, Reinvented: How JamPackd Became a Breakout Brand | Michelle & Brian Platt, Co-Founders

    What happens when a creative director and a wellness entrepreneur team up to reinvent jam? They turn it into a performance product — and a category disruptor. Meet Michelle and Brian Platt, co-founders of JamPack’d Jams. They set out to rethink breakfast and ended up shaking up an $8 billion industry. In this episode, they share how JamPack’d went from a kitchen experiment to a fast-growing functional food brand — with more protein than peanut butter, more fiber than broccoli, and all the flavor of traditional jam. We dig into product validation, creative testing, scaling DTC on Shopify, and what it really takes to turn a small idea into a big brand. CHAPTERS 00:00 Introduction to Jam-Packed Jams 05:56 The Birth of a Health Food Brand 11:47 Market Feedback and Product Development 17:50 Marketing Strategies and Audience Targeting 24:08 The Role of AI in Business 29:59 Future Plans and Closing Thoughts CONTACT BRIAN & MICHELLE hello@jampackdjams.com https://www.jampackdjams.com/ 🔥 ABOUT THE CHANNELJoin Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    30 min

  6. 05/11/2025

    The Wild West of Mobile, Gaming & CTV | Andrew Wohlwend, Head of Operations at Xsolla

    The lines between CTV, mobile, social, and gaming have officially blurred. But as platforms converge, measurement is falling apart. In this episode of The Incremental Marketer, Andrew Wohlwend (Head of Operations, Xsolla Ads) explains how marketers can find signal in the chaos—and rebuild attribution that actually works. We dig into why “mobile vs. gaming vs. CTV vs. social” is the wrong starting point, how accidental or low-intent clicks inflate results (and what to measure instead), and practical frameworks for deduping audiences, weighting the journey, and setting realistic learning cycles. If you’re wrestling with walled gardens, overlapping audiences, or click metrics that don’t tell the truth—this one’s for you. CHAPTERS 00:00 The Wild West of Mobile and Gaming Advertising 03:12 Andrew Wolin's Journey in Ad Tech 05:56 Understanding Xsolla Ads and Its Ecosystem 09:04 Navigating Blurred Lines in Advertising 11:59 The Click-Through Rate Debate 14:48 Channel Planning and Audience Targeting 18:11 Building a Better Attribution Model 20:59 Tools for Measurement in Mobile Advertising 24:01 Enabling Marketers for Future Success 27:01 The Future of AI in Advertising CONTACT ANDREW https://www.linkedin.com/in/andrew-wohlwend-2b5882b/ 🔥 ABOUT THE CHANNELJoin Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    30 min

  7. 14/10/2025

    The Holy Grail of Marketing | Greg Licciardi, VP of Sponsorships and Partner Programs at the ANA

    If you’ve ever wondered how to use AI without losing the human side of marketing, this conversation is for you. Greg Licciardi, VP of Sponsorships and Partner Programs at the ANA and author of The Holy Grail of Marketing, joins host Paul Boruta of Slingwave to explore how Agentic AI is reshaping marketing as we know it. They discuss how brands can reach the right person, with the right message, in the right environment, at the right time - while keeping authenticity and brand purpose intact. Inside the episode: • How AI and emotion work together to drive performance • The rise of Agentic AI and the next wave of personalization • Lessons from e.l.f. and The Weather Company’s weather-driven campaign • What the ANA’s programmatic study reveals about ad waste • How Greg teaches the next generation to use AI responsibly Listen in to discover how the “Holy Grail of Marketing” is evolving - and why the future of AI might actually make brands more human. CHAPTERS 00:00 The Power of Personalization in AI 09:54 Navigating the Marketing Landscape with AI 20:11 Case Studies: Success and Lessons Learned 30:00 The Future of Marketing and AI CONTACT GREG holygrailofmarketing.com https://www.linkedin.com/in/greglicciardi/ 🔥 ABOUT THE CHANNELJoin Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    30 min

  8. 30/09/2025

    Stand for Something: The Operator-Led Marketing Playbook | Scott Kabat, Founder & CEO 621 Consulting

    How do you turn marketing strategy into a system that drives growth? In this episode of The Incremental Marketer, Scott Kabat (CEO & Founding Partner, 621 Consulting; ex–Flip Video, One Medical, Prezi, Clorox) explains the operator-led marketing model—how fractional CMOs and hands-on operators help companies build real marketing engines that deliver growth. We talk about why so many businesses struggle to find the right marketing talent, how fractional teams accelerate capability building, and what it takes to balance short-term wins with long-term brand impact. Scott also shares lessons from his work across B2B and B2C, and where AI can support marketing teams without replacing the judgment and creativity that matter most. 👉 If “strategy” never turns into a working system, this one’s for you. Whether you’re scaling a startup or transforming an established company, you’ll walk away with practical ideas to build a marketing function that actually works. TIMESTAMPS 00:00 Building Authentic Brands 06:01 The Evolution of Fractional Marketing 12:05 Lessons from Iconic Brands 17:46 Navigating Marketing Mistakes 24:05 The Role of AI in Marketing 30:07 Personal Reflections and Future Insights 🔥 ABOUT THE CHANNELJoin Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL 🎙️ Smarter marketing starts here →slingwave.com

    32 min
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About

Hosted by Paul Boruta, Founder & CEO of Slingwave Join Paul as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 🎙️ Smarter marketing starts here → slingwave.com

Information

  • Creator
    Paul Boruta
  • Years Active
    2025 - 2026
  • Episodes
    20
  • Rating
    Clean
  • Copyright
    © 2025 Paul Boruta
  • Show Website
    The Incremental Marketer