Cody Wittick’s Post

What is the best way to grow your CPG brand online? Some great technical tips here from Foshpa. Strategically we would recommend focusing on: 1) eJBPs 2) eCategory Leadership 3) eCommerce Strategy 4) Data driven capability building If you'd like to some tips on any of the above, then please get in touch! #sustainableecommercegrowth #ejbps #ecategoryleadership #ecommercestrategy #capabilitybuilding https://lnkd.in/eEXsNdtH

There is a fierce debate over which metric to use as your DTC marketing efficiency north star. Should you use ROAS, MER, or Contribution Margin? As a DTC Fractional CFO, I believe Contribution Margin Dollars are the north star for a profit-focused brand. Why? Because it measure the impact that marginal ad spend "contributes" or "drops to" your bottom line. Now that being said - ROAS and MER are still important metrics. They are tools that can bring you valuable insights into other areas of your advertising strategy. None of these three metrics are "right" or "wrong." They're all tools. It's your job as a DTC brand operator to: 1. Know the difference between ROAS, MER and Contribution Margin. 2. Align your leadership team around which one is your north star marketing metric. 3. Know how to use all three metrics as a tool to gain insights.

There is a fierce debate over which metric to use as your DTC marketing efficiency north star? Should you use ROAS, MER, or Contribution Margin? As a DTC Fractional CFO, I believe Contribution Margin Dollars are the north star for a profit-focused brand. Why? Because it measure the impact that marginal ad spend "contributes" or "drops to" your bottom line. Now that being said - ROAS and MER are still important metrics. They are tools that can bring you valuable insights into other areas of your advertising strategy. None of these three metrics are "right" or "wrong." They're all tools. It's your job as a DTC brand operator to: 1. Know the difference between ROAS, MER and Contribution Margin. 2. Align your leadership team around which one is your north star marketing metric. 3. Know how to use all three metrics as a tool to gain insights. Ryan Rouse Justin Buckley Kevin Kovach Dennis A. - something tells me you may have additional helpful advice to add to this conversation.

Are you customer obsessed? In his book Daytrading Attention, Gary Vaynerchuk compares the way brands should approach marketing with the way comedians prepare for their comedy special - testing, analysis, and iteration. A non-intuitive truth about building a CPG brand is you don't get to decide who your customer is. You can tailor and target your marketing in the beginning, of course, based on your hypothesis. But one aspect of customer obsession is having an open mind and learning who they are. What do they like? Why do they like your brand? What stories resonate with them? Eric Martindale shared recently that consumers don't want brands - they want friends and experiences. Are you continuously providing a better friend and experience to your consumer? ------------------------------------- I help innovative and #betterforyou #CPG founders grow their emerging brands with #finance leadership. Please reach out for a free profitability and cashflow planning strategy call!

The difference between increasing your ad budget and multiplying your service-based business's revenue comes down to one key factor: predictability. Predictability in marketing isn’t just about throwing more money at ads—it’s about data-driven insights, repeatable success, and strategic scalability. If you plan to expand through acquisitions or sell to private equity, a predictable marketing strategy isn’t just a nice-to-have—it’s a must. Where do you see the biggest opportunity for growth in your business right now? Is it understanding your customers better, getting more consistent results from your marketing, or ensuring your current marketing campaigns can scale smoothly? #scaleyourbusiness #digitaladvertising #businessgrowth #predictablegrowth #scalingup #leadership

In today’s challenging market, relying solely on product-first strategies is no longer enough. A new approach is needed—one that aligns product, marketing, sales, and customer experience around a powerful Customer Promise. This comprehensive report, developed in collaboration with WARC, Roger Martin, CEO Advisor and Author of “Playing to Win,” Greg Lewis, senior content Marketing Manager at LinkedIn, and Adriana Zurbano, CPA, delves into how businesses can transform their Go-to-Market strategy for real impact. Discover why brands that make credible promises to customers outperform their peers in brand health and market share. Don’t miss this valuable insight! Read the full article here: https://lnkd.in/eiv2yF9H #B2BMarketing #CustomerPromise #GoToMarketStrategy #BusinessGrowth #Leadership

Hey DTC Leaders - Can you rattle off your performance KPI's in your sleep? CVR AOV ROAS UPT RPV There's a new (old) KPI in town, and it's making your other KPI's look sad. Last week I met with Marie Albiges from Women in Retail Leadership Circle to talk about how an awareness strategy is absolutely essential to your DTC business growth... and what it does to our beloved primary KPI's. ❗Supporting Whitepaper in the comments❗ #dtc #dtcmarketing #ecommercemarketing

Advertising goes beyond selling—it shapes culture and drives societal change. The best campaigns don’t just push products; they inspire conversations, influence behavior, and reflect the values of the time. In today’s fast-moving world, brands that understand the cultural pulse can become leaders in both market share and social influence. Let’s work together to create strategies that not only elevate your brand but also make a lasting cultural impact. #MarketingLeadership #AdInnovation #CulturalStrategy #BrandStorytelling #DigitalTransformation #CreativeMarketing #AdStrategy

Do you know what kind of CMOs businesses and brands need? The ones that believe in business value creation, not just marketing value creation. Chief Marketing Officers who are the orchestrators of the end-to-end customer journey, even if they don't own all the touch points themselves. Who ensures there's an ROI for effort and spend? It's the CMOs. And the great ones are business strategists who create a culture of learning, creativity, measurement, and assessment. We've got new platforms popping up left, right and centre, our audiences shift, and customer attitude and behaviour changes. And CMOs may not have all the answers, every day. But they know how the system works. They walk into a boardroom and know how to talk strategically and creatively with a functional route to value, not just as a marketer who generates lovely advertising campaigns. In this constant evolution, you need marketers who can articulate the worth they bring to the business. Otherwise, they're not credible or truly effective. #marketing #strategy #leadership

The CMO is dead. Long live the CMO. Seriously, let's get over talking about the death of the CMO and focus on the main game - growth! Take a look at my latest column in The Australian on why marketing chiefs should continue to have a seat at the top table and the need for the C-suite to find a common language around the critical benefits of marketing to drive growth and profitability. What do you think? #growth #marketing #cmo #leadership AANA - Australian Association of National Advertisers