Marketing Misfits with Curtis Howland

The conversation covers the journey of Hugo Pires to becoming the CMO of Sassy Saints, the birth of Sassy Saints as a beauty brand, understanding customer personas, persona exploration and marketing strategy, persona split and audience targeting, navigating shiny object syndrome, and an innovative content creator program implemented by Hugo Pires. The conversation covers content creator collaboration, learning from brands, CBO vs. ABO, and creative testing and scaling. It delves into the strategies, benefits, and challenges of each approach, emphasizing the importance of understanding customers and leveraging insights for effective advertising.TakeawaysUnderstanding customer personas is crucial for effective marketing strategy.Navigating shiny object syndrome requires a balance between exploring new ideas and focusing on core strategies. Understanding customer language is crucial for resonating with the audience.The choice between CBO and ABO depends on the business's unique needs and goals.Chapters00:00 The Journey to CMO05:22 Understanding Customer Personas13:13 Persona Split and Audience Targeting18:28 Navigating Shiny Object Syndrome30:09 Content Creator Collaboration38:11 Learning from Brands50:31 Creative Testing and Scaling

Christian Limon was the growth executive behind Wish — the ecommerce app that sat right behind Facebook and Instagram as the third most downloaded app in the world. With a tiny team and $2 billion in ad spend, he helped build one of the most sophisticated advertising operations Facebook had ever seen.In this episode, Christian breaks down how Wish was designed from day one to be the perfect ad client, how they co-created Dynamic Product Ads with Facebook, why they ran everything through the API so even their own reps couldn't see what they were doing, and the expected value model that led them to bet on LeBron James joining the Lakers — turning a $40M sponsorship into what may have been a billion-dollar impact on Wish's IPO.He also shares how he got the Mayweather-McGregor fight sponsorship for 1/10th the asking price by telling agencies to call him when deals fell through.Topics covered:Building a company to maximize ad algorithm performanceHacking Facebook app install ads for ecommerce before anyone elseRunning 99.99% of spend through DPAThe LeBron James / Lakers probability modelSponsoring the most-watched fight in history for $1M instead of $11MWhy "hanging around the hoop" is the best dealmaking strategy