Today we’re exploring how DTC brands can reach new audiences on Meta using partnership ads, and how they can improve performance and strengthen the paid social mix, as well as checking in on how Ridge's sweepstakes are going so far.

We talk through how partnership ads compare to whitelisting, our experiences working with creators of all sizes, and what’s actually driving ROI. We also get into the role of gifting, why ads run from a creator’s handle often outperform those from a brand handle, and why single-handle creator ads usually feel the most native. Finally, we cover how partnership ads function as signal engineering, whether they truly deliver incremental reach, and the role of creative in making them work.

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 Introduction

07:06 Influencer Marketing Strategies

18:06 Partnership Ads vs. Traditional Ads

27:23 Signal Engineering and Audience Insights

35:20 Navigating Meta's Advertising Challenges

44:37 Leveraging Influencer Marketing for Targeted Reach

01:00:20 Enhancing Customer Experience Through Personalization

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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

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Today we’re joined by Brett Curry from OMG Commerce, and we’re grilling him on all things YouTube advertising - where to start, strategy, creative, and how to drive results.

We discuss where YouTube sits in the channel mix, how it compares to Meta, why it’s still underused by most operators, as well as the challenges of measuring success on YouTube - from attribution challenges to incrementality and brand lift.

We also get into creative: what makes a good hook, how to structure a YouTube ad, and the differences between polished content and UGC-style ads. Brett also shares his approach to testing, how many creatives you really need, and the metrics that matter most.

Finally, we cover bidding, account structure, and how YouTube can unlock performance across your whole media mix when it’s done right.

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 Intro

11:42 Understanding YouTube: Consumption Patterns and Measurement

22:36 The Lift Trifecta: Measuring Success on YouTube

30:07 Navigating Attribution Challenges in YouTube Advertising

37:34 Optimizing Conversion Events

42:39 Account Structure and Automation

45:59 Creative Strategies for YouTube Ads

01:01:06 Measuring Success and Iteration in Campaigns

The Black Friday Operators Online EventSign up here: https://www.9operators.com/black-friday

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

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Sign up to the 9 Operators newsletter here: https://9operators.com/

In today’s episode, we’re joined by Ariana Ferwerda, co-founder and CEO of Halfdays, to unpack the strategy and philosophy behind building a true community-first DTC brand, and why that approach has worked so well for them.

Ariana shares her journey of launching a brand that struck product-market fit in its first season and grew 10x from their first to second season. We dive into the how and why behind Halfdays’ community-led approach - from the early customer insight that shaped their brand mission, to how they took a different path than the typical early-stage DTC playbook, and how that thinking informs their approach to growth.

She shares what it actually looks like to operationalize community at scale, from their ambassador model to how they decide when to lean on community, and when to tap into performance or influencer marketing instead.

We also get into how they measure the impact of community-led initiatives, what brands often get wrong when they jump into community without a clear reason, and when leading with community simply isn’t the right fit - plus much more.

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 Introduction

12:46 Ariana's Journey to Half Days

22:57 Product Market Fit and Growth Strategies

33:07 The Importance of Community in Brand Strategy

45:18 Activating Community: Events and Engagement

01:00:20 Measuring Community Impact and Success

The Black Friday Operators Online EventSign up here: https://www.9operators.com/black-friday

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⁠⁠⁠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

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Sign up to the 9 Operators newsletter here: https://9operators.com/

From measuring brand health beyond ROAS to breaking down viral awareness plays and running focused growth sprints, we’re getting into the topics on our minds as Marketing Operators right now.

We kick things off with baseline revenue - how we define it, how we track it, and why it’s one of Connor Rolain’s go-to metrics for gauging brand momentum, resilience, and reliance on paid media. We also get into its blind spots, how paid activity can still influence it, and why it should be paired with other brand health signals.

Then we break down Cozy Earth’s $25K “Bed Rot Challenge” campaign - why it’s such a perfect, MrBeast-style awareness stunt built for social, and how we’d tie it more closely to actual sales.

Next, Cody takes us inside a growth sprint he’s running to fix high incremental CPAs on Meta - sharing the framework he’s using, how he rallied growth, creative, and data around it, and the results so far.

Finally, we wrap with a MOPs Hotline question on aligning product and marketing, from deciding which products belong in the hero acquisition funnel to launching new ones for fresh audiences without losing your core customer.

Want to submit your own DTC or ecommerce marketing question? ⁠⁠⁠⁠⁠⁠Click here⁠⁠⁠⁠⁠⁠.

Chapters:

00:00 Introduction

04:23 Measuring Brand Health: The Baseline Revenue Metric

09:07 Navigating Brand Marketing and Incrementality

16:22 The Role of Upper Funnel Marketing

23:25 Innovative Campaigns: The Cozy Earth Bed Rot Challenge

40:33 Engaging with TikTok and SMS Marketing Strategies

46:53 Building Teams Around Sprints for Clarity and Action

54:51 The Importance of Recurring Meetings and Accountability

01:07:29 Collaborative Product Development and Marketing Alignment

01:19:43 Leveraging Customer Feedback for Product Development

Cody's X Post: https://x.com/codyplof/status/1954611362111410540

Episode 66: DTC Marketers - Where Are You Wasting Your Time?

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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

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Today on the show we’ve got a very special guest, one of the OGs of ecommerce, Ezra Firestone.

He’s been around forever, running brands like Boom by Cindy Joseph, building software companies like Zipify, and creating training businesses like Smart Marketer, all while staying hands-on in the game as the DTC landscape keeps evolving.

We get into how he went from top wig drop-shipper to building and exiting nine-figure brands, and how that journey shaped the way he thinks about marketing today. Ezra breaks down the creative frameworks and persona funnels he’s using to scale - building tailored journeys that speak directly to specific customer mindsets and motivations - and why a one-size-fits-all approach no longer cuts it in today’s performance landscape.

He also shares why most brands are underusing Amazon and Shop App, how to approach them as full-funnel growth channels, and what it looks like to prepare your brand for AI-native discovery through structured data and platform-level optimization. Plus, we get into Meta ad theory, challenger brand tactics and how Ezra’s role has evolved from hands-on operator to long-term strategist focused on sustainable growth, supporting great teams, and staying aligned with what actually matters.

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 Introduction

09:07 The Drop Shipping Business Model Explained

19:26 The Shift from Drop Shipping to Brand Ownership

29:21 Content as a Core Strategy in E-Commerce

39:18 Storytelling and Engagement in Marketing

45:04 Maximizing Amazon and Shop App Opportunities

56:07 The Rise of LLMs and SEO Strategies

59:20 Optimizing E-commerce Operations for Success

01:00:13 Transitioning from Operator to Navigator

01:06:32 The Importance of Strategic Thinking in Business

01:14:08 Evaluating Business Models: E-commerce vs. Agency vs. Software

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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/

Today we’re joined by Connor Dault, CMO of Grüns, to talk about his move into the company, how he got up to speed, and the steps he took to work effectively with a team that was already performing at a high level.

We cover his onboarding approach, how he finds quick wins without disrupting existing success, and how Grüns spots opportunities by pairing customer feedback with cultural trends. Connor breaks down their persona-based marketing strategy, balancing cohesive messaging with high testing velocity, and deciding when to quietly test versus go all-in on a new idea.

He also shares the approaches that drove early growth, from Meta advertising to retention-focused customer experience, and the channels now driving scale, including CTV, YouTube, influencer partnerships, and closer cross-team alignment.

Want to submit your own DTC or ecommerce marketing question? ⁠⁠⁠⁠⁠Click here⁠⁠⁠⁠⁠.

If you enjoyed this episode, check out Episode 49 when Connor Dault was first on the show - How Digital Product Fuels DTC Growth with Connor Dault

Chapters

00:00 Introduction

07:22 Onboarding and Team Dynamics in Marketing

15:15 Building Cohesion Across Marketing Strategies

23:12 Navigating Brand Messaging and Consumer Engagement

35:09 Tactical Approaches to Marketing Campaigns

38:15 Strategic Hook Development

41:47 Testing and Personalization Strategies

44:41 Seasonal Marketing and Campaign Planning

48:31 Growth Strategies and Revenue Bands

51:51 Unlocking New Marketing Channels

01:04:52 Innovative Projects and Measurement

01:10:23 Leadership and Feedback Culture

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⁠⁠⁠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/

Today, we’re kicking things off by sharing how we’re structuring our content teams - from hiring in-house roles to building systems around freelancers - and how that supports creative that performs across both brand and paid.

Next we dive into how we’re iterating on some of the biggest campaigns we run at our brands: the sweepstakes. We talk through what’s changing this year, how we’re using influencer content in new ways, and how we’re optimizing campaigns across Meta, YouTube, and TV.

We also get into what we’re testing right now, from comment-to-enter flows to view content objectives and engagement-first creative, and how we use those signals to improve each round.

To wrap up, we look at a product page from Fellow as an example of strong direct response storytelling and share how we’re applying those same principles to our own landing pages.

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 Introduction

03:58 Insights on AI in Creative Strategy

07:16 Behind the Scenes of Content Production

11:06 The Evolution of Internal Content Production

15:18 The Importance of Incrementality Testing

19:18 Planning for Sweepstakes and Major Changes

28:35 Execution Strategies for Sweepstakes Campaigns

38:28 Leveraging Influencer Content for Marketing Success

40:48 Innovative Ad Strategies and Content Creation

44:24 Expanding Marketing Channels and Engagement Metrics

47:31 Understanding Sweepstakes Performance and Audience Engagement

59:20 Cash vs. Experience: The Sweepstakes Dilemma

01:04:19 Building Anticipation for New Campaigns

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⁠⁠⁠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/

Today we’re getting into how acquisition offers - particularly in pop-ups - can do much more than drive opt-ins. The type of offer you lead with shapes who you acquire, how much they spend, and future LTV. We share examples from the offers we run on our brands, comparing blanket discounts with offers like cashback and second-order incentives, and how those choices impacted retention, AOV, and customer lifetime value.

We also discuss why some offers that looked successful on the surface ended up hurting long-term performance or creating poor customer experiences, and how simple changes led to big lifts in repeat purchase rate. We also touch on whywhy very few teams are testing their pop-ups rigorously, what makes offer testing difficult, and how to build an approach that’s aligned with long-term goals - not just short-term wins.

We also dig into Meta’s recent performance trends, using the latest data from the Haus report. We share what they’re seeing across ASC and manual campaigns, how different optimization strategies are playing out, and why it's getting harder to rely on Meta as a consistent acquisition engine.

Want to submit your own DTC or ecommerce marketing question? ⁠⁠⁠⁠Click here⁠⁠⁠⁠.

Operators Podcast Episode 123: The Meta Incrementality Report: Lessons from 640 Haus Experiments

Chapters:

00:00 Introduction

02:34 The Power of Cash Back Offers

05:28 Data-Driven Insights on Pop-Up Offers

08:19 Retention Metrics and Customer Engagement

11:06 Testing Methodologies for Pop-Up Offers

14:19 Holistic Approaches to Customer Acquisition

17:14 Innovative Second Order Offers

20:05 Challenges in Optimizing First Touch Points

26:10 Future Trends in E-commerce Offers

35:43 Optimizing Data Reporting and Analysis

38:00 Evolving Marketing Strategies and Cash Back Offers

41:05 Insights from Meta's Campaign Performance Report

44:52 Understanding Incrementality in Marketing

49:04 Navigating Meta's Advertising Changes

54:43 Leveraging Bundle Builders for Increased Conversions

Finance Operators Episode: How CashBack beats discount codes & More with Dan Glazer

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⁠⁠⁠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/