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Consumer Marketing & Growth Leader. Grew a DTC from 0 to 100,000+ units sold, then started a new kind of agency to help more brands grow. --- Odyssey is the lean DTC growth marketing partner that I wish existed when I was an in-house marketing lead. We help 7 & 8-figure DTC brands grow sustainably through media buying, creative, conversion rate optimization, and email/SMS. Need to scale revenue, improve CAC, or just talk DTC strategy? DM me to chat about things like: Paid Media Management - TikTok - CTV - Youtube - FB & IG - Google Creative - UGC ads - Iterative video edits Conversion Rate Optimization - A/B testing - Shopify website development - Human insights & messaging iteration Email & SMS - Klaviyo email growth - Attentive SMS growth
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You can deliver the exact same creative to two different clients: Client A: Gets the creative with zero context Client B: Gets the same creative with a clear explanation of why it was made Client A will: - Take longer to respond - Have more feedback - Question your strategy - Eventually churn Client B will: - Respond quickly - Trust your judgment - Feel like a partner - Stick with you through rough periods The difference isn't always the work. It's the why.
3 signs you’re not actually a creative strategist 1. You can talk about creative strategy, but you can't analyze data A creative strategist can: → Look at a Motion (Creative Analytics) report or Google sheet of ad data → Immediately identify patterns → Within 10 minutes suggest 5 new ad ideas based on the data 2. You can write a script, but you can't give actionable feedback A creative strategist can: → Take a video from 70% to 100% with specific direction → Identify exactly what's missing from a creative → Provide feedback that's immediately actionable to an editor 3. You can critique work, but you can't produce your own storyboard A creative strategists can: → Translate insights into words → Create storyboards that editors can actually use → Think visually, not just verbally --- The best creative strategists work seamlessly across: 1. Data 2. Taste 3. Creation You don't need to go to school to learn these things. Just do these 2 things: - Regularly consume content from the smartest people in creative strategy - Make ads, document what works & what doesn't Costs $0.
8,000 people told Klaviyo what we already suspected. The Personalization Gap Problem is real. (and it's your biggest opportunity as a DTC brand in 2025.) Here’s what I found in their 2025 Future of Consumer Marketing Report: -> 74% of consumers expect more personalized experiences in 2025 -> Only 34% can remember a brand personalizing for them in last 6 months This massive gap is your opportunity. If you deliver personalization, you win. Some other findings in the report that demonstrate what this actually means: - Inconsistent pricing and promos across channels is the #1 shopper frustration - 1 in 5 consumers will abandon you after ONE bad experience - When something goes wrong, 81% expect a response within 24 hours - 50% of people will give you a second chance if you offer a discount - 42% say values matter more in 2025 than last year The brands that will dominate in 2025 will do 3 things well: 1. Unify their customer data 2. So that they can personalize at scale 3. And create consistent experiences Check out the full report here: bit.ly/JakeKlaviyo3 --- P.S. I put together a 93-part Klaviyo optimization checklist for growth marketers in 2025. Comment 'CHECKLIST' below and I'll dm it to you. #KlaviyoPartner
Creative Strategy has died 5 times in the last few years. Some notable deaths include: - ChatGPT's initial launch (2022) - Midjourney v5 release (2023) - Runway's Gen-2 launch (2023) - Sora video generation (2024) - ChatGPT's image generation release (March 2025) OK, here's the reality: - AI is an incredible execution partner - Creative direction is more valuable than ever - Your taste determines AI output quality - Prompting is creative strategy in action - Feedback loops are now instant, not weekly There's a lot of noise out there. But here's the truth from someone operating in the trenches. Creative strategy isn't dying - it's evolving into something more powerful. It's only dead for strategists who don't adapt. I can now express an idea and see it executed immediately. If you know how to creative direct, have developed taste, and can articulate what works? You have more leverage today than at any point in history.
The Severance Strategy for dealing with negative feedback Step 1: Accept that the feedback was warranted (Nobody likes the person who always pushes back) Step 2: Put the negative feedback in another part of your brain (Go down the elevator) Step 3: Action the solution to the feedback (Write down the plan for fixing it, delegate it, etc...) Step 4: Get back to being your normal self and work on everything else (Go back up the elevator) Use this strategy to become the person who is good at taking feedback.
Blue Origin's "Uber to space" was the death certificate for celebrity influence. There's a power shift happening right in front of us. → The power of celebrity is dying → Authenticity is the only currency that matters Because: → You can't manufacture empowerment → You can't buy cultural relevance → We can detect fakeness from outer space Consumer marketing in 2025 is about one simple thing: Authenticity over everything.
4-part framework to ensure your client knows the “why” behind every creative: 1. Start with a robust creative roadmap - Use the Audience / Angle / Offer framework - Map concepts to specific objectives - Create a clear testing structure 2. Reinforce the "why" every time you share something - "We're testing this concept because..." - "This is based on the insight that..." - "This addresses the objection we found in..." 3. Connect everything back to a data-driven insight - Customer reviews - Previous performance - TikTok trends within the category - Competitor analysis 4. Close the loop after the results come in - "This worked because..." - "This didn't work because..." - "Here's what we learned..." - "Here's how we're building on that win..." When you consistently reinforce the “why”, here is what happens: → Faster client approvals → Less nitpicky feedback → Higher retention → More strategic conversations → Better creative performance Anybody have other ideas for reinforcing “why" you’re making each piece of creative?
Here's why I hired Brenda over 595 other people. I might get torched for saying this... ...but it's a waste of time to send hundreds of job applications into space. Instead? Be "different enough" to land the interview. Here's a tangible example of this in action👇
I'll probably regret saying this, but AI Arbitrage is the #1 money-making opportunity for marketers right now. I'm still seeing a massive gap between: - What many companies perceive as time-intensive work - What AI can actually help you produce in less time This gap = your short-term opportunity (it's closing fast) 3 specific examples: 1. Ghostwriting for LinkedIn ↳ Previously: Hours writing from scratch ↳ Now: AI gets you 70% there in 10 seconds 2. Creative strategy for brands ↳ Previously: 3-4 client capacity max ↳ Now: 8-10 clients with the same level of quality 3. Email marketing for sweaty startups ↳ Previously: Days of manual email setup and campaign creation ↳ Now: Complete systems built in hours using AI For a temporary window, the perceived value is still the same. But the time investment is significantly lower. If you're good at AI. And honestly, if you're actually good at: - Prompting - Workflows - Taste Go get yours.
How to ship breakthrough creative and still lose 90% of your clients (Pay attention if you’re a creative strategist) When you have something ready for review, just say this: ”Here is the new creator video for approval: [link]” Instead, try this: ”Here is the new creator video for approval: [link] Some context: - This uses the existing #1 angle in the ad account for the last 30 days - We’re testing the use of that angle in a brand new format (podcast-style) - We used the #2 trigger event from review mining as inspo for the hook We’re excited to see how this performs, let us know if good to ship.” Lesson: That foundational creative strategy work you did 30 days ago? It’s invisible if you don’t consistently bring it back into the conversation. Every single time you share creative, you need to reinforce WHY you made it.
I asked ChatGPT to analyze 50+ hours of client call transcripts. The #1 pain point from clients who churned? “I didn’t get why we were making what we were making.” Biggest learning: As a creative partner, your job doesn’t end with making great ads. Inevitably, there will be periods where you screw up: - You fall behind on delivery - Your ads struggle to perform - Your ideas aren’t innovative enough Given that reality? Purpose is the foundation for longer, healthier client partnerships. You need to constantly reinforce WHY you’re making what you’re making. First, as a self-check to ensure you’re staying strategic. Second, as a reminder to the client of the bigger picture. When you re-surface the purpose with every interaction: here’s what happens: → Smarter creative decisions → Faster client approvals → Less nitpicky feedback → Higher retention → More strategic conversations Apply a layer of purpose to everything you do.
The 5 AI tools I actually use as the operator of a ~30-person agency 1. Claude: where I do all my writing and content creation 2. TypingMind: my team setup for agency work 3. Wispr Flow: by far, the best AI dictation tool I use for voice-to-text 4. Fireflies: meeting recorder that captures and organizes conversations 5. Poppy AI: my tool for crafting newsletters and LinkedIn posts There's so much noise out there about AI tools. 90% of the tools I test out? Overpromise. Underdeliver. Waste of time. Massive disappointment. But I actually use these 5 every single day.
If you're 22 - 24 years old, don't optimize for salary. (lesson I learned from making $35,500 / year for ~3 years) Instead, optimize for the intersection of: - What you are good - What the market values Future you (who makes a lot more money than you), will thank you.
Every brand I know wants to pull off the "staged moment" ad. But b/c of bad execution, most of these ads are terrible. 4 steps to making ads like these that don't suck: 1. Make it actually feel real 2. Use an organic hook with internet language 3. Incorporate a seamless product demo 4. End with a simple, native CTA
DTC operators...would you rather hire: A) Two $65k / year creative strategists B) One $130k creative strategist My take? The $130k creative is usually worth 5-10x more. → They master new AI design tools before you even hear about them → They surprise you daily with creative ideas you hadn't considered → They operate at your level (sometimes ahead of you) → They leverage AI to multiply their brainpower and output → They figure out new creative tools 5X faster than others → They maintain quality while driving down costs The best part? They don't need to be actively managed. You just set clear expectations, then get the hell out of the way. But curious to hear thoughts of others... With a finite budget, would you choose A or B?
Turn 1 breakthrough creative idea into 450+ ads. That's how you solve the Creative Value Problem. I'm giving away the 44-page deck showing the exact system I use for achieving: 1. Quality optimization 2. Volume optimization 3. Cost optimization Inclusive of critical steps like: ⚫ Motion Reports ⚫ Organic Gold Sourcing ⚫ Customer Review Mining ⚫ Quarterly Creative Roadmapping ⚫ Structured Team Brainstorms ⚫ Shared Notion Creative Databases ⚫ Elevated UGC Scriptwriting ⚫ Writing With Claude ⚫ Audience Multipliers ⚫ Angle Multipliers ⚫ Format Multipliers ⚫ Stage Of Awareness Multipliers I made a 44-page deck where I walk through every single step. Honestly, I should probably charge for this. But you can have it for free this week. To get the full 44-page deck:: 1. Follow & connect with me Jake Abrams 2. Like this post 3. Comment “VALUE” below I’ll send it over via DM. P.S. This is the exact process my team uses to make winning creatives for Caraway, Insurify, MindBodyGreen, and 45+ other leading DTC brands. --- 🧠 If you know a Creative Strategist or Brand Operator who could use this to help improve their creative workflow, feel free to share this post with them. --- 📍 EDIT📍 Decided to just post the link. You can access the deck here: https://lnkd.in/eQhbkwa6
I’ve driven over $50M in revenue from Klaviyo for DTC brands. Now, I'm giving away my 93-step checklist to help you do the same. Here's the catalyst: - The macro environment is making new customer acquisition harder. - So it’s critical to monetize your existing customers and lists. How you can monetize the people you already paid for, better: 1. Unify your customer data 2. So that you can personalize at scale 3. And create consistent experiences That's why I’ve compiled 93 insanely actionable steps to take within Klaviyo’s B2C CRM to accomplish exactly that. No outdated advice. I’m talking about real tactics that $10M+ / year brands are using right now to drive more than 25% of their revenue. The checklist includes things like: 1. Data & Audience Set-Up: ↳How to build a unified customer view that powers everything. 2. Revenue Flow Optimization: ↳The exact flows driving the highest conversion in 2025. 3. Campaign Optimization ↳Templates and strategies for personalization at scale. 4. Service Revenue Integration: ↳How to connect your service offerings with product sales. 5. Analytics & Optimization: ↳The metrics that actually matter for growth marketers This isn't just another email marketing guide. It's an in-the-weeds, growth marketing blueprint for using Klaviyo's B2C CRM to monetize people you already paid to acquire. I wrote it for: - Email marketers tasked with driving more revenue with fewer resources - DTC brands struggling with rising costs - Operators unsure of how to close the personalization gap - Marketing teams looking to unify their customer data How to get it: 1. Comment "CHECKLIST" below 2. Make sure we’re connected & you're following me 3. I’ll DM the checklist
Why I hired Brenda over 595 other people. I might get torched for saying this... ...but it's a total waste of time to just apply for jobs through public listings. Your goal is to be different enough to land the interview. Instead, follow these 3 steps: 1. Get on the company's radar Engage daily with the content from people who you want to hire you. Write comments that are actually valuable and smart, not useless AI-generated slop. 2. Write a really good LinkedIn DM Share something relevant in the DM that validates your expertise. 3. Submit a mini project (bonus points) Share something you made for the company that clearly demonstrates your skills. It can be the exact same thing for every company you use this strategy on. Example: If you're applying for a creative strategist position, make a 10-minute Loom video of you breaking down the creative strategy of a big brand...what you like, the opportunities you see, etc... --- TLDR: don't send hundreds of applications into space. Stand out by using this strategy instead.
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