“Elina is one of the most impressive leaders I've ever worked with. She's intelligent, innovative, and incredibly supportive of her teams. Within minutes of my first conversation with her, it was clear that she had a clear vision, a strategy for getting there, and the experience needed to align and lead her team through it. Elina maintains a customer-first focus, expecting every member of her team to develop empathy and a deep understanding of their customer's needs, challenges, and dreams. She gives her team the agency they need to thrive while holding them accountable for delivering their best work. Beyond her established success as a CMO, Elina is an incredible partner to every other team across an organization. She adds incredible value to every conversation she participates in with her extensive experience, comprehensive understanding of the market, and ability to see things others consistently miss. Any company would be lucky to have Elina on their executive team and I genuinely hope I have the chance to work with her again.”
About
Marketing is the bridge between a hypothesis and an insight. I have over 20 years…
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Kevin Goodwin
The walls continue to close in on traditional DTC. Some recent data that has piqued my interest: - In Q1, US e-commerce sales up 6.2% - In Q2, US e-commerce sales up 5.3% - In Q2, Walmart US e-commerce grew at 26% (!!!) - In the next 3 years, WMT, AMZN and TEMU will seize 61% of ecommerce growth (EMARKETER) - CPM growth outpaced impression growth on Meta for the 5th straight quarter Getting a potential customer to see a Meta ad, visit your website AND buy, in a profitable way, is increasingly an uphill battle. I don't think the narrative is all doom & gloom (look at Walmart), but I think adaptation is a necessity. The focus areas are obvious: - Distribution - need to find a way to win in retail - Paid, Owned & Earned channels - paid alone can NOT carry the torch, all three channels need to be workhorses. Organic social is a sleeping giant. - Paid Scrappiness - you may need to find your own playbook, which means choosing channels and tactics that are not mainstream. - Measurement - you need to know how a dollar spent on ads impacts your sales on Amazon or DTC or brick & mortar. - Customer value - your product and value prop HAVE to be there. Marketing alone cannot carry your business. A lot of the brands launched and scaled in the last 2 years are already operating this playbook. The legacy DTC brands still need to get on board, and quick. For brands that have made the jump from pure DTC to wholesale/retail, when did you know it was time? New Engen
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Keith Bendes
Albertsons is leaning into influencer-led retail media, and they picked a pretty great partner to do it with if you ask me 😜 Here's the skinny... 🤝 Linqia and Albertsons Media Collective teamed up to build a custom creator solution 📲 This allows Albertsons and all of their brand partners to develop retail-specific content that integrates directly into AMC's retail media ecosystems 📈 We are already seeing pretty incredible results, with a recent campaign delivering engagement rates more than four times higher on Facebook and triple on Instagram I don't think anyone is surprised to hear that creator content showing faces and telling stories outperforms typical product focused retail media content And now every brand has a dedicated offering to unleash just that as part of their retail media buys. Here's exactly how it works... 👉 𝐂𝐫𝐞𝐚𝐭𝐨𝐫-𝐋𝐞𝐝 𝐂𝐨𝐧𝐭𝐞𝐧𝐭: Linqia taps an extensive network of creators, tailored by retailer and category such as food and beverage or household essentials, to create retail-specific content 👉 𝐑𝐞𝐭𝐚𝐢𝐥 𝐌𝐞𝐝𝐢𝐚 𝐈𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐢𝐨𝐧: Through the partnership with AMC, Linqia runs that creator content natively within Albertsons ad ecosystems 👉 𝐂𝐥𝐨𝐬𝐞𝐝-𝐋𝐨𝐨𝐩 𝐌𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭: AMC provides attribution and sales lift data, giving brands a clear picture of ROI Retail media and influencer marketing are possibly the two hottest areas of marketing, and now they are coming together #influencermarketing #socialmedia #creatoreconomy #retailmedia
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Jeremy B.
DoorDash is spending $175M on Symbiosys to push its $1B ads business beyond the app. HP is turning 100M+ devices into its own ad network, targeting users at the hardware level. Different industries, same move to own infrastructure to better control the path from attention to action. Both are locking down closed-loop systems and building self-contained ecosystems where distribution, data, and purchase all live under one roof — and the roof isn’t for sale. For brands, the risk isn’t being late to the party — it’s showing up as a renter in someone else’s building. If you don’t own the environment, you play by someone else’s rules. Control more of it, and you control the growth. Adweek coverage here: https://lnkd.in/g85Uy_sW
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