Marketing Operators

Marketing Operators I Connor Rolain I Connor MacDonald I Cody Plofker
  • 4.6 (11)
  • MARKETING
  • UPDATED WEEKLY

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  1. 6D AGO

    Black Friday Cyber Monday Recap & The Forecasting Process Behind Ecom Profit - with Richie Mashiko

    This week, we’re joined by Richie Mashiko - Head of Beacon at Iris Finance for a full breakdown of how BFCM played out across their businesses. Together, the group recaps what actually drove performance this year, from media-mix diversification and top-of-funnel investment to traffic dynamics, conversion-rate behavior, and how different brand sizes approached Cyber Five strategy. From there, Richie walks through his forecasting philosophy - including how he builds bottoms-up financial models, how diminishing returns shape CAC and forecasting assumptions, and how finance and marketing need to stay aligned around realistic growth expectations. The group also dives into contribution margin, AMER, customer mix, and why so many brands forecast incorrectly when marketing isn’t part of the planning process. They then unpack the levers that actually make an ecommerce business profitable: cohort behavior, scaling past category saturation, interpreting flat conversion rates alongside surging traffic, and what contribution dollars really tell you. Richie shares lessons learned from She’s Birdie’s rebuild year and how smaller brands can apply the same financial discipline as companies operating at nine-figure scale. If you're trying to understand your BFCM results, build a forecast that reflects reality, or get finance and marketing speaking the same language, this episode is a must-listen. 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/1W7nKoNK5Zakm1Xv6 Chapters: 00:00:00 - Introduction 00:06:40 - BFCM recap 00:24:47 - Media Mix Strategy 00:41:52 - International Markets 00:53:44 - FP&A Background 01:07:05 - Building a Forecast Powered by: Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends Prescient AI.⁠⁠⁠https://www.prescientai.com/operators Richpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Aftersell.https://www.aftersell.com/operators Haus.http://Haus.io/operators Subscribe to the 9 Operators Podcast here: https://www.youtube.com/@Operators9 Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/

    1h 25m

  2. DEC 5 · BONUS

    Brand Tracking That Matters and How Modern Teams Scale TV

    In this episode of Marketing Operators, Cody and Connor break down how growth teams are rethinking measurement heading into 2026 - especially the rising importance of brand tracking. They discuss why click-based attribution alone no longer works, how incrementality and geo tests fill in the gaps, and why tracking awareness, consideration, and “future demand” is becoming essential. Then they’re joined by Austin Santino, Client Development Manager at Tatari, and Jonathan McKenzie, Co-Founder of Turtlebox. Jonathan shares the brand’s unique origin story - four best friends building a rugged speaker for their sailboat before realizing it could become a business. Austin breaks down how Tatari has helped Turtlebox validate audiences and content through high-signal CTV testing and confidently expand into larger live-sports and linear placements. Jonathan also shares how Turtlebox is aiming to move from fast-cycling, performance-style creative toward more intentional, long-form storytelling as the brand matures. This episode delivers the frameworks, tactics, and operator-level insights you need to sharpen your measurement strategy and scale your TV investment with confidence. Tatari: https://www.tatari.tv/?utm_campaign=29640555-Operators%20Podcast%20Nov%20%2725&utm_source=podcast&utm_medium=operators 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/1W7nKoNK5Zakm1Xv6 Chapters: 00:00:00 - Introduction 00:06:32 - Implementing Brand Tracking 00:20:45 - The Value of Earned Media Value (EMV) 00:35:26 - Turtlebox Audio: Origin Story and Product Differentiation 00:48:11 - TV Content Strategy 00:58:25 - 2026 Planning and The "Small Bets" Philosophy for Founders Powered by: Motion. https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Aftersell. https://www.aftersell.com/operators Rivo. https://www.rivo.io/operators Subscribe to the 9 Operators Podcast here: https://www.youtube.com/@Operators9 Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/

    1h 11m

  3. DEC 2

    Rethinking the Customer Journey: Text-to-Buy, Post-Purchase Wins & Alternative Media

    This week, the team breaks down how operators should be thinking about Q4 performance, offer strategy, and what it really takes to evolve beyond the traditional “discount + ads” playbook. We get into why some brands are rolling out first-ever sitewide promotions, how seasonal bundles create new revenue moments, and how text-to-buy flows, post-purchase upsells, and Shopify Collective can create seamless cross-brand merchandising opportunities heading into 2026. From there, we dive into one of the smoothest customer experiences we’ve seen lately: Fellow’s text-to-buy setup. We unpack why it works so well for hardware brands with natural consumable add-ons, which categories this model is best suited for, and how operators can use complementary products to create repeat pathways without relying on subscriptions. We then dive into media expansion, with the hosts discussing why there’s more opportunity than ever outside the traditional hero channels - from curated newsletter audiences to out-of-home paired with sampling and experiential moments, and the rise of street-interview content as a high-performing acquisition engine. There is so much overlooked media in the ecosystem right now, and operators who feel capped on their core platforms may be missing high-leverage arbitrage. We wrap with a discussion on identifying under-the-radar media buys, evaluating whether niche placements are worth the squeeze, and how to build a more resilient acquisition and retention engine moving into next year. If you’re expanding your media mix, pushing for higher LTV, or rethinking your Q4 strategy, this episode is packed with operator-level insights. 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/1W7nKoNK5Zakm1Xv6 Chapters: 00:00:00 - Introduction 00:17:51 - Text-to-Buy and Complementary Brand Partnerships 00:35:40 - Testing Free Plus Shipping and Sample Funnels 00:46:02 - Out-of-Home and Street Interviews 00:58:11 - Balancing Arbitrage vs. Measurement 01:08:28 - Aligning Media Investment with Attention Trends Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Aftersell. https://www.aftersell.com/operators Rivo. https://www.rivo.io/operators Subscribe to the 9 Operators Podcast here: https://www.youtube.com/@Operators9 Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/

    1h 15m

  4. NOV 25

    How We Track Revenue and Ad Spend Hourly During Cyber Five

    As we head into the final days before Cyber Five, this episode is all about going from daily pacing to true intraday pacing - the level of granularity operators need when every hour can swing the entire BFCM weekend. We break down how we monitor hourly revenue and ad spend across Meta, Google, and more using tools like Northbeam and Supermetrics, and how we make real-time adjustments when projections drift off target. We also get into the messy but essential stuff: how inventory, merchandising, and media-mix strategy shape bid caps, channel budgets, and how aggressively you can push during Cyber Five, including the constant tradeoff brands face between maximizing contribution margin dollars and maintaining efficiency. The hosts share real examples of scaling (and protecting efficiency), running holdout tests, understanding incremental lift, and avoiding the overspend horror stories that can tank a weekend. To wrap up, we talk through team etiquette during BFCM-who’s “on,” how to handle PTO, how the paid teams coordinate in hourly and bi-hourly check-ins, and what it takes operationally to keep a brand performing during the most high-pressure stretch of the year. 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/1W7nKoNK5Zakm1Xv6 Chapters: 00:00:00 - Introduction 00:10:52 - Intraday Revenue Pacing 00:24:39 - Cyber 5 Scale-Up Tests 00:39:07 - Bid Caps and Budget Strategies 00:52:10 - Channel Spend Forecasting 01:02:50 - Scaling Mid-Funnel Campaigns Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Aftersell. https://www.aftersell.com/operators Haus. http://Haus.io/operators Subscribe to the 9 Operators Podcast here: https://www.youtube.com/@Operators9 Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/

    1h 14m

  5. NOV 18 · BONUS

    What DTC Can Learn From Enterprise Media - with JMo, VaynerMedia

    This week, we’re joined by Jon “JMo” Morgenstern, Head of Investment at VaynerMedia, who manages over $1.5B in annual media spend across brands like Oreo/Mondelez, JP Morgan Chase, PepsiCo, and Yeti. JMo breaks down how enterprise advertisers think about channel mix, retail media, and allocating capital across Meta, TikTok, CTV, Amazon, and Walmart and what DTC operators can learn from teams working at that scale. From there, we dive deep into measurement. JMo breaks down how enterprise teams are approaching incrementality, causal MMM, brand lift, and retail media halo effects and why fast-moving brands need to start thinking beyond last-click and short-window ROAS if they want to graduate into real growth mode. Then we move into creative. We talk about why “just make more ads” isn’t the strategy and how Vayner thinks about creative volume × creative diversity, niche persona testing, and using organic performance as a signal before scaling into paid. We wrap with TikTok Shop, retail partnerships, and why even the biggest brands in the world are still navigating the same innovator’s dilemma as fast-growth DTC brands - just with more zeros and way more stakeholders. If you're trying to spend smarter, measure smarter, and make creative that actually moves the needle, you’re gonna love this one. 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/1W7nKoNK5Zakm1Xv6 Chapters: 00:00:00 - Introduction 00:04:59 - Fortune 500 vs DTC Strategies 00:17:59 - Measuring Awareness, Incrementality & MMM 00:38:49 - Vayner Volume Model: Diversity over Iteration 00:52:49 - Turning Organic Wins into TV Commercials 01:04:11 - TikTok Shop Strategy & Cross-Channel Halo Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Aftersell. https://www.aftersell.com/operators Rivo. https://www.rivo.io/operators Subscribe to the 9 Operators Podcast here: https://www.youtube.com/@Operators9 Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/

    1h 17m

  6. NOV 13 · BONUS

    What We’re Putting Into Motion: Evolving Creative Strategy for Meta’s Andromeda Era (Bonus Episode)

    In this episode of Marketing Operators, Cody and Connor unpack the real impact of Meta’s Andromeda update and what creative diversity actually means today, plus how to optimize for it in an algorithm-driven environment. They break down how short-form, personalized feeds have reshaped the playbook, why we’ve shifted from the editor era to the creator era, and what now constitutes a better ad in Meta’s eyes. They also dig into how to scale truly diverse creative without slowing down, harness organic social as a performance engine, and how the creative strategist role is evolving - expanding beyond editing into creator-first, social-native thinking and faster content systems. Then they’re joined by Cathy Sun, VP of Ecommerce at AppLovin, to dive into the launch of AppLovin’s self-serve Axon ads platform. Cathy breaks down how rewarded mobile gaming ads work, why long-form clickable inventory is driving incremental performance for e-commerce brands, and the creative tactics that win - from increasing ad volume and variation to leveraging interactive formats and scaling with repeatable creative workflows. She shares real stories of brands rapidly ramping spend and unlocking breakout ROAS on AppLovin, and why this channel has quickly become a powerful performance complement to Meta. If you’re evolving your creative for the Andromeda era and looking for scalable performance channels beyond Meta, this episode delivers the frameworks, tactics, and operator-level insights to grow with confidence. Check out Axon by AppLovin: https://axon.ai/inviteonlyUse code: KLOHWKP3YM Operators Masterclass on Channel Growth: https://www.9operators.com/applovin 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/1W7nKoNK5Zakm1Xv6 Chapters: 00:00:00 - Introduction 00:06:46 - The "Andromeda" Apocalypse 00:21:55 - Why We're in the "Creator Era" (Not the "Editor Era") 00:37:56 - How to Hire in the Creator Era 00:53:37 - Special Guest: What is AppLovin's Axon Platform? 01:07:39 - AppLovin Performance & Creative Best Practices Powered by: Motion. https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Aftersell. https://www.aftersell.com/operators Haus. http://Haus.io/operators Subscribe to the 9 Operators Podcast here: https://www.youtube.com/@Operators9 Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/

    1h 26m

  7. NOV 11

    AI & the Future of CX: Lean Teams, Better Workflows & New Revenue Levers - with Richpanel’s Amit RG

    This week on Marketing Operators, Connor MacDonald kicks things off with a pressing question: “What does a modern CX team and workflow look like today?” From there, we dive into a growing debate across modern commerce - does CX actually drive growth, or is it still just a support function Joined by Amit RG, co-founder and CEO of our show sponsor Richpanel, the team unpacks how leading brands are getting dramatically leaner with AI, why Tier-1 support is becoming fully automated, and whether CX should really sit under marketing or operations. Amit breaks down Richpanel’s inspiration from Uber’s self-service model, and what it looks like when support becomes proactive, scalable, and insight-rich instead of reactive and manual. This leads to a breakdown of the revenue-generating CX touchpoints you’re not thinking about, sparked by McCoy’s prediction that “a year from now we’ll all be talking about generating LTV,” not just acquisition. The group digs into ideas like optimizing high-intent tracking pages with tools like Wonderment, founders jumping into ad comments, and turning warranty claims into upsell moments - with real-world examples from Ridge, Jones Road, Equinox, and even Cartier’s luxury clienteling approach. The episode wraps with a look at how AI is reshaping DTC ops end-to-end - collapsing workflows, enriching agent decisions, and driving smarter, more efficient growth across the entire customer journey. 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/1W7nKoNK5Zakm1Xv6 Chapters: 00:00:00 - Introduction 00:06:21 - What Does a Modern CX Team Look Like? 00:19:10 - The CX to Marketing Feedback Loop 00:32:07 - Revenue-Generating CX Touchpoints 00:45:13 - Is Shade Matching a CX Revenue Driver? 00:57:06 - Using Founder Social Comments as a CX Touchpoint Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Aftersell. https://www.aftersell.com/operators Haus. http://Haus.io/operators Subscribe to the 9 Operators Podcast here: https://www.youtube.com/@Operators9 Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/

    1h 11m

  8. NOV 4

    Inside Our Forecasting, Pacing, and Holiday Shipping Strategy for BFCM Success

    This week, we’re taking an even deeper dive into all things BFCM. How the team is approaching forecasting, pacing, and spend strategy heading into the most important stretch of Q4. We break down how each of us is projecting November and December revenue this year, how new product launches and category expansion factor into those forecasts, and what data we’re using to stay accurate in real time. Connor M walks us through his Holiday Sale Revenue pacing sheet, showing exactly how he tracks daily revenue and ad spend targets, while the group compares different approaches to pacing across brands and channels. We also dig into how we’re scaling YouTube, Meta, and CTV spend, what the latest incrementality tests are showing, and how to use ROAS lift to decide when to push hardest. Finally, we wrap up with a look at holiday shipping cutoffs, with how distribution and messaging strategies shift in December, the “Q5” opportunity that follows, and how to make the most of those final weeks of the year when every day still counts. Holiday Sale Revenue Pacing Sheet: https://docs.google.com/spreadsheets/d/13W_a721DjhlgtLqUj7iC7w32NtitbnNnA9kYifws1NQ/edit?gid=973800920#gid=973800920 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/1W7nKoNK5Zakm1Xv6 Chapters: 00:00:00 - Introduction 00:09:04 - Black Friday Prep & Timelines 00:20:17 - How to Re-Forecast Q4 Revenue 00:35:41 - BFCM Pacing Sheet Walkthrough 00:50:57 - Visualizing Pacing Data & The 12% Stat 01:02:40 - Holiday Shipping Cutoff Strategies Powered by: Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Aftersell. https://www.aftersell.com/operators Rivo. https://www.rivo.io/operators Subscribe to the 9 Operators Podcast here: https://www.youtube.com/@Operators9 Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS Sign up to the 9 Operators newsletter here: https://9operators.com/

    1h 15m
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4.6
out of 5
11 Ratings

About

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Information

  • Creator
    Marketing Operators I Connor Rolain I Connor MacDonald I Cody Plofker
  • Years Active
    2024 - 2025
  • Episodes
    97
  • Rating
    Explicit
  • Copyright
    © Marketing Operators I Connor Rolain I Connor MacDonald I Cody Plofker
  • Show Website
    Marketing Operators

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