CMO @ Heatmap.com

Building the future of creative operations @ CreativeOS. Using this machine to make the world a more creative place through less busy work and more time to create!

Chase Mohseni

Working towards a career where I can practice my passion for technology and marketing to solve fun & complex problems with great teams. 

There’s nothing I love more than discovering the next experiment, campaign, iteration or idea to help fulfil a vision. Whether it’s talking to customers, delving into data or developing a brand new idea, I work to find growth and opportunities where others don’t think to look.

Currently working with Archit to build Reach Digital: A Marketing agency that supports CPG and eComm companies in their digital customer acquisition, sustainably growing their business through performance marketing.

Rahul Issar

Just watched my wife purchase some skincare.

Here's the current journey:

→ Put time in her calendar to actually sit down and research the problems she wanted solved
→ Googled brands that were relevant for this specific problem
→ Saved a bunch of brands that she really liked 
→ During the last 2 weeks she got served a bunch of ads on Meta that she bookmarked... and sent to me to make sure it doesn't get lost...
→ Back on this weekend to review the products 
→ Watched some Youtube videos about the ingredients and products 
→ Finally spent $100

Don't believe the cycle is like this for a lot of people but strongly believe that having presence on multiple platforms can help a brand a lot.

Scaling High Growth Brands | 2 exits | Angel Investor

This is super important to pull for your brands.

If you have a rep, then get them to pull this every 2 weeks for your brands.

If not you can trial some other tools like what Recharm have built, I'll include it in the comments.

Essentially you can upload a creative and it will see how similar it is to your other creatives in your current batch.

If you have a high similarity then chances are you are talking to the same audience and don't have diversified enough assets.

FB rep just pulled up the Creative Similarity & Fatigue reports for our internal brand.

The score goes from 1 to 100, and the lower the better.

Our score is 11. !!️

That means we are doing exceptionally well, maybe because we understand our personas, and we are running ads under 50+ whitelisting pages at the same time

We also found that it takes 4 weeks for our ads to reach fatigue, which is way better than other brands in the niche

As a part of that report, you can see which ads are the ones that are fatigued and to what extent

Not sure why this is not available to the public, but it's extremely helpful.

If you have a rep, ask for these reports.

Here's a simple formula for creating ads:

Create ads that can rage bait and comment bait.

The best ads we have made and the ads that have the highest amount of spend in accounts are the ones which cause discussion or comments about the ad.

You, as strategist need to figure out how you can:

1. Stop the scroll with what you say not what you do 
2. Create some type of conflict, confusion or engagement in the comment section 

Say something which causes customers and people to have an opinion on and comment on your ads. Facebook will reward you for that engagement.

This is what a successful brand launch looks like.

Launched just outside of the Meta issue so got a bit fortunate there but a lot of it has been focused on simplicity.

When we launch a new brand or product it's about minimising the amount of variables you have. 

1. Focus on one lander

You just want one centralized message across the whole page. Talk to one specific person who's facing the problem you are trying to solve. 

2. Launch with 3 batches of creatives.

I like to launch with maximum 10 ads combination of both video and static that talk to 2 niches inside of this big audience we're after.

Can we try and talk to that audience in multiple ways and see what cracks first? 

Chances are you will start to see a glimpse of a specific creative shine, that creative will take all the initial budget you have for your brand. Lean in if you are profitable. Start scaling it and instruct the team on iterations you want to build around that group of creatives. 

3. Offer

Keep the offer stupidly simple. Don't complicate it.

How can you provide the most amount of value while also trying to keep AOV and margin high. We want the customer to have a high basket size for their first order and have a positive experience when they get the product. 

This sets us up for a strong foundation. During this week we setup all the backend operations to make sure we can actually 10x this heading into Feb.

Once you start scaling a brand you'll soon come to realise that creative quality is greater than creative volume.

Volume comes into play once you've scaled and you understand certain messages that resonate well with your audience. 

Launching 100 ads out the gate doesn't tell you that.

2025 was a rough year for hiring across the board. 

Part of me blamed the hiring process the other part was judging my ability to understand and read people. 

Here are some of my personal learnings: 

1. Resume signals ≠ actual performance

Quickly came to find that some people are just great on paper and great at the hiring phase but when it comes to actually delivering they really don't meet the mark. 

What actually matters:

→ Can they produce the thing you need?
→ Do they have proof of past results?
→ Can they articulate their process?

2. Culture fit and values are so underrated. 

Culture fit = "do I want to grab a beer with them?" 
Values alignment = "do we approach work the same way?"

A lot of seniors can come with the wrong culture fit and baggage which can bring down the org. 

Hiring for people who have no ego and are able to lift everyone around them is the most important skill to hire for.

3. Hire slow, fire fast. 

A common term thrown around but probably the most accurate to some level. We continue to grow more than 50% YoY across all departments so hiring slow becomes difficult because something gets sacrificed for hiring slow. 

What I've found really helpful is @TaylorHoliday 's analogy of Barcelona's academy la masia. I follow football so this hits deep.

Building talent and culture from the ground up is probably your biggest asset you can have in the org. @archittbatlaw has been extremely focused on leading this initiative. 

We've also gone back and forth about it countless times but only have just come to the conclusion how important it is and how much we need to invest into this. 

4. Poaching can be a miss.

You might think poaching sounds amazing, but you also have no idea the impact created from the person you are poaching.

A lot of A+ players are either heads down (not looking for a job) or building their own thing.

So thinking you are poaching someone could lead to actually a horrible hire. 

5. Hire for the next 12 months, not the next 5 years.

Don't hire for where you might be. Hire for where you're going to be in 12 months.

taplio

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Chase Mohseni

Rahul Issar

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taplio

The Battle

Chase Mohseni

Rahul Issar

Followers

Posts

Engagements

Likes

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);}Rahul Issar's LinkedIn Performance

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