Obvi

Chief Marketing Officer

Junglee Inc.

Advisor

AfterSell by Rokt

Ambassador

PrettyDamnQuick

GrapevineAI

Elevar

Gorgias

Proxima

Ghost3Media

Co-Founder

Mohawk Group, Inc.

Senior Marketing Analyst

CMO and Co-Founder at Obvi

Ashvin Melwani

Every CRO test I run at Obvi makes me nervous.

New landing page layout = Could tank conversion rate. Different hero image = Might hurt engagement. Adjust the pricing display = Could hurt profit per visitor.

Your hypothesis might be wrong. And you won't know until you've already lost money.

But this new add-on we’re testing is different. It's the rare CRO move with zero downside risk.

We just implemented ROKT Pay+, a new product from Aftersell by Rokt.  

It’s super simple. 

When customers hit your payment page, they see a banner offering cashback or rewards for selecting Apple Pay or PayPal.

Apple and PayPal then pay YOU when customers choose their wallet.

That's it. No behavior change required. No new friction added.

Your customers were already using these payment methods. Now you just get paid when they use them. Bonus: Apple Pay and PayPal come with payment processing fees anyway. ROKT Pay+ helps offset those costs.

Here’s why this is literally no-risk → 

-Already extensively A/B tested by Aftersell

-Zero negative impact on conversion (some brands see lift)

-Integrates natively with your existing checkout

-Banner designed to match your site's look and feel

-Customers already trust Apple Pay and PayPal

Aftersell is reporting ~$20-25 cents added per order from early launches.

We've been running Rokt Thanks awhile, and it adds $10k/month to our bottom line. That’s $120k+/year in pure profit.  

So when they told us about Pay+, it was an easy yes.

Look, I test landing pages weekly. I test new offers constantly. I'm always looking for ways to improve profit per session.

But those tests come with risk. This doesn't.

This is the closest thing I've found to free money in DTC:

-No operational lift

-No conversion risk (extensively tested)

-No new products to manage

-Premium brand association

We just started testing this, so I'll share our Obvi numbers once we have enough data.

But if you're running CRO tests and want something with actual upside and zero downside, this is worth looking at.

#ROKTpartner

CTV is either your next growth channel or your biggest budget black hole.

The difference comes down to one thing: whether you're buying real inventory or paying bots to watch your ads.

Here's the reality: Most CTV platforms operate like black boxes. Fragmented ID systems lose signal across devices. First-party data can't connect to reach controls. 

Your dashboard shows results, but you can't verify who actually watched.

Vibe.co just dropped their 2026 CTV Performance Playbook. It's not another "CTV is the future" think piece. It's a technical breakdown of what's broken and how to fix it.

What you'll get:

-How to retarget your existing customers and site visitors on streaming TV with the same precision as Meta

-How to use AI to test narrative, pacing, and offers at scale, then tie those tests directly to site sessions and purchases

-How over 20% of Vibe.co ads were AI-generated using Vibe Studio (and tips on best practices)

-Real incrementality data showing how brands achieve 55% lower CAC on CTV vs paid social

If you've been treating CTV like a brand awareness play because "it doesn't convert," this will change your perspective.

Click the link in the comments to get the full guide. 

#Vibepartner

Growth in 2026 comes down to one thing: getting more out of what you're already doing.

CPMs aren't coming down. Competition isn't slowing down. Which means the only real lever is optimization: using the customer feedback you're already collecting, tightening up underperforming flows, stacking 2% improvements until they compound into real growth.

That's what I'm covering December 9th at 11 AM ET along with some of the sharpest operators in DTC. Maestra.io is hosting this one-hour session where we're each breaking down the small wins that are actually moving the needle right now.

We're not talking theory here. Every tactic comes with real numbers from brands that have already run it. Battle-tested plays you can actually use.

I'll be walking through the exact AI prompts I use to turn customer data into high-performing creative. Plus you'll hear from:

→ Tamanna Bawa – Tech Partner Manager at Triple Whale (analytics platform trusted by 45,000+ brands)

→ Kyle Cannon – Marketing Manager at Furniture Fair (9-figure revenue, 13 stores + online, 20+ years in retail)

→ Jonathan Cairo – Head of Solutions & Integrations at CustomersAI (5 years in event data & identity tracking for Skims, Netflix, Adidas, Unilever)

→ Andrei Rebrov 🚀 – Co-founder at Finsi, ex-Scentbird (scaled to 500K paying subscribers)

5 speakers, 15 proven plays, 1 hour.

You'll walk away with something you can implement immediately. And if none of the tactics fit your brand, Maestra will audit your funnel and map three fixes for you.

Forget the typical webinar format. This one's cameras on, live questions, real conversation. The kind where someone drops a tactic and three other people immediately jump in with how they'd tweak it for their brand.

(Oh, and Maestra's sending everyone a $10 Starbucks card when you register. Might as well grab that coffee.)

This is one hour you don't want to miss if you're trying to break through your current growth ceiling.

See you there. 

Register using the link in comments 👇

Polar Analytics

With $28.5m raised to date, Polar is an All-in-One Data Platform that uses first-party data to unlock growth for digital-native brands.

As of November 2024, we power 3,715 future retail giants in 45 countries, including The Frankie Shop, ARMRA Colostrum, Albion Fit, The Feed, Joseph Joseph, Manière De Voir, CRAFTD London, Isabel Marant, Nutrimuscle, Teeshoppen, Polène, Sneakerbaas, Volcom, Quad Lock, and AYBL.

Co-founder & CEO

The Growth Team

Founder - DTC Growth Agency

Turo

Started leading Growth Marketing team. Evolved leading cross-functional 10 people Data, Design and Engineering team to grow guest retention.

Focus:
• Ad-tech: Develop algorithms and software to develop, measure, and optimize paid user acquisition efforts (Budget $2M/mo).
• Referrals and Retention: Develop and execute automated lifecycle marketing strategies. Ship product experience to maximize guests experience and LTV.
• Supply: Build data-science models to understand Supply & Demand dynamics by markets to maximize revenues.

Main achievements:
• Led the revamp of the Referral program: devised product strategy to increase discoverability, share-ability & conversion. Increased program impact by 300%, making it a $1M+/mo revenue channel.
• Automated Paid Acquisition Management across main channels ($25M yearly managed through in-house software)
• Revamped Favorites Product experience increasing booking impact by 400% 
• Automated abandonment notifications across engagement channels, leading to an overall 3% increase in booking rate

PM & Growth Lead

Main Achievements:
• Identified and scaled OTAs to one of the biggest channels ($500k+/mo spend) thanks to programmatic bidding
• Developed predictive activation models, to optimize ad-spend for projected CAC in real-time

Growth Marketing Engineer

Growth Marketing Intern

Lazard

Strategic and financial advisory for major CAC40 players in various sectors (Business services, Technologies, Airlines, Natural Gas, etc.).

Investment Banking

The Family - London Collective Ltd

Developed and grew a profitable online service for event marketing in London Mayfair clubs, during gap-year. Product/Marketing head of a 5 employees structure.

Co-founder (Product, Marketing, FP&A)

Gawad Kalinga Community Development Foundation

Raised funds, built and launched a Bed&Breakfast in the Philippines as part of a team of 6 students, with N.G.O. Gawad Kalinga during summer 2013.

Social Entrepreneurship Summer Volunteer

Connect with me for daily eCommerce insights. 

As ex-Head of Growth at Turo ($20M ad spend managed), now CEO of Polar, I share actionable tips from my work with the 3,051+ brands we support like Polène, the Frankie Shop, Albion Fit, and Soko Glam.

David Dokes 🐻‍❄️

Is it me or are we building the future?

I ask a simple question
-> How much sales did I make last week
And the AI assistant pulls Shopify and Amazon instantly.

Then I push it
-> Build me a daily forecast until the end of the year
It runs through every data source in Polar and drops the truth: -17% YoY.

Most teams would stop. Operators in 2025 can’t.
So I ask
-> Can I reverse the trend? Give me 3 ways to increase revenue

And it comes back with actions tied directly to the brand’s own data.

This is the moment where analytics stops being reporting and becomes a partner in running the business.

Here’s what this workflow unlocks:
1 - Instant clarity across channels without BI dependencies.
2 - Forecasting that adapts as fast as spend and demand shift.
3 - Recommendations qualified by the brand’s own metrics.
4 - Faster planning cycles and tighter margin control.
5 - A single source of truth operators can trust in real time.

TAKEAWAY: When your data starts talking back, everything accelerates.

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taplio

The Battle

Ashvin Melwani

David Dokes 🐻‍❄️

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Posts

Engagements

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ashvin Melwani's LinkedIn Performance

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