“Russ is a brilliant marketing leader, and indexes on action, measurement, and transparency is the communication of his plan to his peers. In an industry that has changes so dramatically in a short period of time, Russ has the adapatability to lead his teams to tackle new and ever-changing objectives with an iterative and experiment-driven approach. In my time working with Russ at Lyft, I saw him lead our marketing program from $100M to over $500M of cost-efficient performance marketing spend, eventually leading to Lyfts public offering. Russ knows when to dial up the urgency for his team and when to take a step back to review the data. I would happily work with Russ again.”
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Landing
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Above & Beyond Award
EA Head of Marketing
Awarded for globalizing EA's E-Commerce Business across 25 countries and 14 languages globally while growing revenue 240% and maintaining ROI objectives.
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Tom Rathbone
Is Bing intentionally monetizing organic map listings in search? For a large #retail client’s #affiliatemarketing program, we uncovered an anomaly in the Bing Map SERP (search engine results page) that turned a seemingly benign search into an affiliate-sponsored result. We’ve outlined some findings here: https://lnkd.in/dQr_DqiU #SEM #affiliatemarketing #marketingROI #searchengines
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Sarah Nesheim
My prediction for retail media 🔮 Hyper-personalization and hyper-locality. Retail media budgets are largely concentrated on giants like Amazon and Walmart Connect. The future will see investments spread across smaller networks and aggregators uniting independents and regional retailers. 🤔 Reminds me of what's happening with influencer marketing.... In the past, brands relied on massive influencers for broad reach. Today, the shift is towards hyper-local nano influencers for more intimate and personal connections. Why this shift? Consumers crave personalized experiences and the tight knit community that their beloved H-E-B's and Hy-Vee, Inc.s of the world provide. By focusing only on mammoth networks, brands will miss out on engaging loyal customers, reaching new audiences, and differentiating in saturated markets. Just food for thought 💭💭 #retailmedianetworks #cpgmarketing #retailinnovation
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5 Comments -
Garin Hobbs
Free Strategy Friday - Transact in your transactionals! This one may spark a bit of controversy... Of all the emails sent by brand marketers, it’s quite likely your transactional messages consistently return the highest open and reopen rates. This is especially true of Order and Shipping Confirmation emails. These messages may represent your best latent opportunity to drive more engagement and conversions, though many (most) marketers are reluctant to include any marketing content in the email. I can understand why. Firstly, there are several laws that limit the use of marketing content in transactional messages: - In the U.S., CAN-SPAM requires that you not use marketing-oriented subject lines, and any marketing content has to be below the fold and comprise less than 20% of the total message content. - In Canada, CASL prohibits the inclusion of ANY marketing content, otherwise it will be classified as “commercial mail”. (note: this only applies to messages sent to recipients in Canada, and does not apply to messages being sent from Canada to recipients in other countries.) - In the EU, while not specifically outlawed, GDPR makes the waters a bit murky and it’s probably best to avoid including any marketing content in transactional emails. Secondly, many marketers believe that transactional messages are solely and explicitly for the value and benefit of the customer. While I strongly agree with that sentiment, there are plenty of marketing CTAs that deliver solid customer value and foster engagement: - Product Recommendations - The best time to push to the next purchase is right after a purchase, as customer sentiment and intent are still running high. Include products that compliment or otherwise increase the value of the item(s) just purchased. Example: “Here are some best-selling tops to go with the jeans you just purchased”. - Tips, Tricks, Care Instructions - Include content or directions that informs the recipient how to take the best care, extend the lifespan, or how to get the most out of the purchase they just made. - Next Best Actions (NBAs) - Include CTAs that deliver convenience or value, and involve the customer more deeply in the brand: join loyalty, subscribe to SMS, download the app, etc. - Loyalty Status - Use data visualization to show customers the points earned or the tier achieved as a result of the most recent purchase. Combine with product recommendations to suggest items for points redemption. All of the above should also be a part of your post-purchase flows for reinforcement through repetition. Speaking of which, your transactional messages can also include a teaser to set the stage for subsequent messages, such as your post-purchase automation (Example,: ”Keep an eye on your inbox for more information about this order”). When it comes to including marketing content in your transactionals…keep it minimal, be sure to follow the rules, provide an opt-out, and run a 30-90 day test to see how it does!
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Mike Rome
ROAS isn’t the best ad metric, but you’ve got to see this: ROAS is a good leading indicator. It’s helpful for fast optimization. But MER & CM are better metrics to keep yourself honest on profitable growth. But here’s the best ROAS we’ve seen for a client we took over: It’s a $50M consumer brand. Lots of scale. - We 3x'd Meta ROAS. - We 2x'd Goog ROAS. - We did both while 2x'ing spend. - We did it all in 3 months. It’s how we knew our ad playbook was different and better. ✅ Yes, it’s our best outcome. ✅ Yes, some stars aligned beyond our control. 💡 But we’ve also outperformed every ad partner we’ve won clients from. If you’re a 7-9 fig brand running ads, there’s a window right now to tap. DM me to learn more.
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19 Comments -
Ashley Sherry
Here's the biggest 🚩 brand managers make when trying to understand their customers: They settle for surface-level data from outdated research methods. If you want to truly understand your customers and reduce churn, you need to focus on 3 different routes: 1. Understand your customers better 🧠 2. Act on that understanding faster ⚡ 3. Do it at a scale that actually moves the needle 📈 But here's the kicker: The market research industry is still relying on methods developed in the 1950s! 🤯 As an anthropologist, I've seen firsthand how some of these traditional research methods often fall short. (Imagine trying to understand the ocean by looking at a glass of water or making assumptions about the ocean.) During my fieldwork, I once spent an entire year conducting just 75 interviews. It was in the context of a broader ethnographic study and it was exhausting, time-consuming, and still barely scratched the surface of the insights I needed. That experience taught me a crucial lesson: sometimes, the most valuable insights come from unexpected places and unscripted moments. So, how can you dive deeper and truly understand your customers or the people at the center of your research? - Instead of just age and location, explore social, emotional, and behavioral factors. - What are your customers' values, attitudes, and lifestyles? - Don't just ask "Do you like our product?" Ask "How does our product fit into your daily life?" Better yet ground it in lived examples. - Sometimes, the most valuable insights come from seemingly unrelated areas of your customers' lives. - Pay attention to the specific words and phrases your customers use. They can reveal underlying emotions and motivations. - Don't just focus on the average user. Your most extreme users (both positive and negative) often provide the most insightful feedback. - Ensure your research methods allow for anonymity and encourage candid responses. - Use surveys for the 'what' and in-depth interviews for the 'why'. Remember, the goal isn't just to confirm what you already know - it's to uncover the unexpected. That's where true innovation happens. By diving deeper into customer insights, you're not just reducing churn. You're building a foundation for long-term customer relationships and sustainable growth. What unconventional methods have you used to understand your customers better?
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Nirav Sheth
Temu spent $46 million on social advertising during Q1 2024. Is that why your CPMs are so high? DTC advertising is a tricky game right now. If your brand is seeing particularly high CPMs, could a disruptor like Temu, who’s spending huge budget on advertising, be the reason? Let’s break down the numbers first. According to Digiday, Temu’s ad expenditure has “surged by a whopping 1,000% year over year from January to November 2023.” 76% of that ad spend went to social media. Most recently, MediaRadar, Inc. found that out of the $46 million Temu spent on social advertising from January to March 2024, Facebook captured 98% of the ads. Look, these are massive numbers. And even if Temu has been the target of a lot of online memes, one thing’s for sure, most everyone you know has heard of Temu. Their aggressive advertising has scored them a TON of brand awareness. Does that mean your brand needs to outspend Temu to reach YOUR customers? Not quite. Here’s a great quote from the article: “I think most advertising pricing concerns related to Temu are overblown,” said independent analyst and investor Eric Seufert . “Temu is spending an unprecedented amount of money on app install advertising on Meta and other social platforms, but its ads are likely competing at the long tail of impressions (i.e. not targeting the highest-value users)." Regardless, this is a clear signal to diversify your advertising channels if you aren’t already, and really hone in on who you’re targeting with what content. The need to do both will only grow as costs go up and DTC advertising becomes even more competitive. In-depth User Research is also an invaluable asset you should be leveraging (if you aren’t sure how you can be, shoot me a DM). With strong targeting, diversification, and a continuous effort to know your customers, you can confidently weather a volatile ad platform, and still find and engage your audience even if they’re “shopping like a billionaire.” What do you think? Is Temu actually causing CPMs to rise? https://lnkd.in/gkn4cFKt #ecommerce #dtc #advertising
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3 Comments -
Jasper Kuria
CRO tip of the day. It is fine to use drag and drop editors to prototype and get things out fast. But once you find something that works, build it natively. You will likely gain a slight lift in conversion rate due to page speed load time--and being able to attain pixel perfect design (vs. clunky looking). #cro #ecommerce #conversionrateoptimization
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Eric Martindale
If I was going to drive velocity at Target… …here’s how I would do it. Up front: Retail media supplements your demos and in-store promotions and other velocity tools. IMO, budget should be shared between them. The right mix usually depends on product type. But from a Retail Media perspective, here is how you do it: 1. Instacart Sponsored Product. -> Target-unique SKU’s allow us to focus on Target directly. 2. Instacart Display. -> Behavioral targeting, such as lapsed customer. 3. Criteo. -> Same as Instacart, but for Target.com customers. 4. DoorDash. -> Same as Instacart, but for DoorDash customers. (DoorDash is very hard to get into. Depending on total door count, we may be able to help.) What ROI are you going to get? It depends on a few factors: 1. Door count matters. ⬆️ doors, ⬆️ ROI. 2. Product type can influence ROI heavily. 3. Manual bidding, ⬆️ ROI. Auto bidding, ⬇️ 4. The longer you’ve been in-store, the ⬆️ your ROI. Oh, and great news for Frozen, refrigerated, dairy, produce, etc. You’re going to play this game on easy mode. Need help? Shoot me a DM. :) ——— 🔹 We grow brands on Amazon. 🔹 We increase velocity in Whole Foods, Walmart, Target, Walgreens, CVS, Kroger, Sam's, COSTCO, and lots of other cool retailers. #cpg #cpggrowth #retailgrowth #retailvelocity #omnichannel #retail #amazonagency #retailmedia #shoppermarketing #instacart #royalfarms
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14 Comments -
Edward Upton
Performance marketers who rely on pixel-based tracking will be dead by 2025. I've worked with over 2,000 DTC brand marketers that have spent hundreds of millions on ads. Many will unfortunately lose their jobs (or their businesses) over the next year due to mis-managing acquisition budgets. The one's that survive making critical changes to the way they track & amplify spend. Here's what's changing, how you need to adapt, and what the consequences will be if you don't. For over a decade we’ve all relied on a pixel (or tracking script) on the end-user’s browser picking up engagement on the website – including whether they added to cart or purchased – and feeding that into the marketing platform. But what you USED to be able to track on a pixel on the browser is gradually going away. Apple’s Intelligent Tracking Prevention (AKA, iOS updates), ad blockers and cookie consent laws are eroding the effectiveness of the pixel. And without that, the ad platforms can’t optimize ads based on who's actually buying, and we’d be back to a world of Cost Per Click bidding. The days of relying solely on browser-based pixels are numbered. I saw this trend when I started Littledata 6 years ago and it’s still accelerating today. But there’s a way out of this mess. Server-side tracking, sometimes known as the Conversions API, allows you to get that signal back into the marketing platforms so that you can better target your ads. With a stronger purchasing signal, you get better optimization of your ad budget towards creative and formats that work, and that generates a higher ROAS. By sharing first-party customer data into the marketing platform (Google, Meta etc), marketers can make previously unattributable connections between sales and ads, and credit channels like YouTube with the sales they really drive. This is why performance marketers who keep relying on pixels alone are dead in the water – they will be outbid and outmanoeuvred by competitor brands who have moved to the new server-side tracking world. Whether it’s for Google, Meta, TikTok or Pinterest – implementing server-side tracking is essential for survival and growth. And Littledata makes server-side tracking ridiculously easy to setup for Shopify brands. If your brand is on Shopify then you could get on our free trial today and start reaping the benefits.
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1 Comment -
Paul Bannister
💸💸 Privacy Sandbox Buyer Report 💸💸 Over the last few months, we've collected significant data about how different buying platforms are spending using Protected Audience API. This gives some insights about what those companies’ plans might be. We looked at all DSPs that had some scale of ad spend on Protected Audiences to see how their spending compared to their normal spending on our inventory. As a reminder, since cookies are only deprecated at 1%, most (but not all) PA API spending is concentrated in that 1%. The DSPs spending around 1% (most of them) are the ones testing at a normal scale for their business. They want to understand how to use the technology and how to use it at scale so they're ready for the full deprecation of 3PC. Those labeled "Testing the Waters" are spending at much lower scale than their normal spend. It's not surprising that these are the largest. These DSPs don't need to spend at high scale to get the data to make sure things are working and be ready to scale up in the future. Amazon, in particular, has been a fairly late entrant to spending on PA - we didn't see any spend until March. Their spend has been relatively low, but that might be enough for them to get the data they need to scale this quickly in the future. An interesting observation is that Google's DV360 (mostly large advertisers) is spending at a low scale compared to Google Adwords (mostly small advertisers). Getting large advertisers to spend on PA API is much more complex, so this makes sense. The most interesting part of this dataset is those who are "paradigm shifters." Clearly, AdRoll and Audigent view Privacy Sandbox as a way to shift their business models and grow quickly in this new space. Times of great disruption can be times of great innovation! In order for anyone to buy media through PA API, they have to build technology called a Component Buyer - the PA equivalent of being a DSP. To our knowledge, Audigent doesn't currently operate a DSP, so they've built Component Buyer tech to leapfrog into this new space. There is an equivalent technology for SSPs called a Component Seller. Even though we don't operate an SSP, we've also built that technology ourselves as a way to innovate and create new services for our publisher and advertiser customers. As always, there are lots of caveats with this data! Since PA is so nascent, we don't have DSP-level data across all of our partners, but what we do have is representative. We are large and have a lot of data, but we're not the entire internet, so the story may be different for others.
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14 Comments -
Paul Bowen
What's causing the explosion of incentivized/rewarded UA channels recently? I'm tracking a new company launch every week at this point. Especially giftcard reward apps. Is it because IDFA deprecation killed other channels? Or because advertisers are seeing great results from these channels? Or something else? I've added my main hypothesis in the comments
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11 Comments -
Altay Malazgirt, MBA
Agencies that ask me what my LTV:CAC ratio is have no clue what they’re talking about. No early-stage startup is privy to those metrics. Instead, they should be asking me about what’s worked and what hasn’t. That way they can make suggestions on what to try next. We’re gaining traction, but we’re still far away from where we want to be. My assumption is that we’re still 6 months away from having a reliable ratio. Much will rely on further data collection, customer feedback, and adjusting marketing tactics accordingly.
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2 Comments -
T.C. Jennings
Two growing trends I'm seeing across all verticals in paid media: 1. Bots 2. Attribution failing Technology has benefited the bot-makers or whatever you want to call them. The impact of bot traffic has never been greater than it is right now. In a Shakespearian twist, technology has made the marketer's life more difficult. What was once a microscope of user behavior is now a quagmire of UTM pieces and hints at information. Both trends support the idea that marketers will be shrinking the size of their data ecosystems. Opting for MORE + SMALLER data environments where measurement and access are easier to manage vs LESS + LARGER ecosystems that are more conducive to LLM training.
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1 Comment -
Jorge De La Puente Alvarez
“Brand bidding: the kindergarten of Google Ads”. Here's how we spent $7M on Google Ads and turned cold traffic into new customers @scale for DTC Brands [Not a penny spent on Brand Bidding] Many marketers stick to brand bidding as their safe bet in the realm of DTC and eCommerce. Brand bidding is an amateur's game. We chose to defy the norm—and it paid off big time. For DTC & Ecommerce brands, the true challenge lies in acquiring new customers at scale, not just targeting those already familiar with the brand. This has been our focus for years—converting cold traffic into loyal customers, bypassing the allure of brand bidding for a more ambitious goal of sustainable growth. Over the last 6 months, we’ve profitably spent over $7 million on Google Ads without a single dollar going towards brand bidding, for DTC Brands in the health and wellness industry. Instead, we focused on what truly drives growth: customer acquisition at scale. Our unique funnel transforms cold traffic into loyal customers, turning skeptics into believers. How do we do it? Through relentless optimisation and a deep understanding of consumer behavior. Our proprietary funnel guides potential customers from initial interest to purchase with unparalleled efficiency. The results speak for themselves. We generated staggering revenues for this client, as evidenced by our real Google Ads Manager screenshots. Here’s what makes our funnel unique: 🚀 Huge Conversion Rates: Achieving over 15% conversion rates, significantly higher than industry averages, (On cold traffic!) 💰 Extremely High Average Order Value (AOV): Maximizing revenue from every customer. 🎯 Precision Targeting: Only targeting cold traffic to ensure we’re bringing in new customers, not just re-engaging existing ones. 📈 Scalable Growth: Designed to scale seamlessly, allowing for consistent and sustainable growth. 🔄 Continuous Optimization: Using data-driven insights to refine and improve the funnel constantly. While others pour money into targeting those who are already familiar with their brand, we excel at converting complete strangers into customers. Our approach is bold, innovative, and, most importantly, profitable. And here’s the best part: I am offering our unique funnel for FREE! Yes, you read that right, for FREE. We want to help you move beyond brand bidding and tap into a scalable growth strategy that works. Let’s connect and explore how we can replicate this success for your brand. If you want to have access to our unique DTC customer acquisition funnel for FREE: 1) Like the Post 2) Comment “FUNNEL” 3) Be sure we are connected so that I can send you the Funnel directly by DM Let’s grow together. 🚀 #DTC #ecommerce #GoogleAds #CustomerAcquisition #digitalmarketing
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57 Comments -
Evan Padgett
Google - Apparently done with CC fees. Seems like this is rolling out pretty aggressively, Ive seen several clients dealing with it. What are your thoughts? They are offering Net 30, but I do know that many companies rely on using a CC as their own more flexible payment terms. Hello advertiser, We are reaching out to provide you with an important update to your account(s): the billing options for your Google Ads account(s) are changing. Your account(s) have specific payment options and will only be allowed to use bank-based payment methods, which does not include credit or debit cards. Accepted forms of payment include check or wire transfer via the Monthly Invoicing billing method (recommended), or via Direct Debit for those choosing to remain on the Automatic Payments billing method (if available in your region). Because you currently pay via a form of payment no longer accepted, the payment method on your Google Ads account listed below will need to change: You will need to complete this billing change by July 31, 2024 or your Ads account will be subject to suspension. There are no exceptions to this requirement for impacted advertisers. All impacted advertisers will be similarly notified throughout the coming months.
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5 Comments -
Ian Sells
Last year, Amazon did $12.9 billion in sales on Prime Day 🤯 If you’re an Amazon seller, brand manager, or agency owner and want to get a bigger slice of the pie this year, then we’ve got something for you. Nailing big days like this can mean millions of $$$ more in profit on the year. The key to making that happen is being prepared. Our webinar will help you make that happen, and it’ll reveal the strategies of Amazon sellers who have done a combined $100 million in revenue. Here’s the info… Boost Prime Day Sales: 3 High-Impact Strategies You Can Apply Now 📈 Thursday, June 27th @ 09.00 AM (PST) / 12.00 PM (EST) 👉 Register Here: https://lnkd.in/g969guye 👈 Join us live for this exclusive free webinar, featuring renowned eCommerce experts Jon Tilley, CEO of ZonGuru, and Ian Sells, Founder of Join Brands / Dr. Travis Zigler, CEO of Profitable Pineapple Ads. Get insider insights into 3 impactful strategies that you can apply right away: 1. A plug-and-play coupon and display ad strategy that works like crazy. 2. Using TikTok influencers to virally promote your Prime Day offer. 3. Pre-Prime Day sale and PPC to maximize Prime Day sales. One crucial piece of information could lead to a massive rise in sales. Register now to make sure you don’t miss it. See you there!
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9 Comments
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