Adam McLane

Growth Marketing Consultancy

Founder / Growth Marketer

cocokind

Cocokind is an omnichannel skincare brand. My role is to scale the D2C business and provide strategic guidance to drive retail business. 
- Scale and own P+L for DTC business
- Manage digital product roadmap, strategy, development and UX
- Full-funnel management: awareness, acquisition, CRO, lifecycle, loyalty
- Acquisition channels: influencer (instagram and tiktok), paid social, paid search, affiliate
- Provide strategic guidance to the retail team

Vice President, Growth and Digital Product

True Botanicals

True Botanicals is a direct-to-consumer luxury skincare brand. I was responsible for scaling the business. 
- Optimize and scale customer acquisition channels (paid social, organic social, influencer, affiliate, SEO, SEM, referral, email)
- Drive retention through email marketing, customer journey optimization
- Manage ecommerce platform and landing page tools to drive conversion rate optimization
- Lead growth team (three director-level reports, with a total staff of seven)
- Manage performance marketing agencies, marketing platform vendor relationships. 
- Source and develop partnerships with like-minded brands

Vice President, Growth

Head of Growth

Dentsu

Dentsu is a large advertising agency network. My role was to drive programmatic, paid social, performance marketing for D2C, B2B, Tech clients. 
- Drive performance marketing strategy through paid social, digital video, programmatic display and content marketing
- Clients: True Botanicals, Delta Dental (B2B), Anthem (B2B), Adidas, Lending Club, Open Table, Solar City, Third Love, XBOX, Red Bull
- Manage, mentor and develop a team of media analysts and trading directors (four team members)
- Expert user of marketing technologies including Facebook Business Manager, DSP, DMP, CRM, Ad Servers
- Customer journey mapping and optimization to drive retention 
- Provide thought leadership around campaign design, testing, audience management
- Identify client growth opportunities

Group Director - Trading

Trading Director

*Accordant Media acquired by Dentsu in September 2016

Senior Media Analyst

Manta

Manta is a technology platform focused on empowering SMBs. My primary role was to drive monetization through performance marketing, digital product, and yield management. 

- Through UX optimization and A/B testing increased RPU by 70%
- Mentor, manage, and train yield analyst
- 2x increase in programmatic display revenue 
- Optimize digital marketing campaigns (Display, Search)
- Launched programmatic guaranteed offering
- Improve site revenue per user through A/B testing, Display and Search Advertising, Data Partnerships
- Onboard and manage demand(SSP/Network/Exchange, DSP, DMP) partnerships

Manager - Performance Marketing and Yield

Senior Analyst - Revenue  

Specialist - Advertising Operations

American Express

- Optimize email, display, mobile marketing campaigns 
- Received certification for Six Sigma Green Belt training 
- Marketing inventory and revenue forecasting
- Advertising RFP management
- Administer order management platform 
- Created and maintained inventory tracking platform Utilizing DFP, Omniture, and Solbright reporting

Analyst - Advertising Operations

Comcast

- Created trafficking strategy for the Washington Team's highest grossing advertiser
- Provide make-good recommendations
- Provided monthly revenue reporting to Executive Team
- Developed traffic and sales team work-flow improvements
- Actively contribute in fine-tuning revenue preservation process 
- Advertising IO trafficking and scheduling.

Senior Coordinator - Traffic

Traffic Coordinator

Time Warner Cable

- Interned within broadcast advertising inventory team 
- Optimized network inventory yield by front-loading commercial spots
- Quality assurance of insertion order fulfillment
- Provided sell-through reports to management
- Internship commitments fluctuated during school years

Intern

- Responsible for accurate fulfillment of broadcast(spot cable television) advertising insertion orders
- Built inventory structure within traffic system
- Yield optimization of premium programming inventory
- Accurately traffic commercial spots within scheduling system

As a growth marketer who enjoys getting hands-on, I'm equipped to handle a wide range of responsibilities from creative briefs to scaling Meta campaigns to wireframing account pages. I excel in driving impact on the bottom line and understand that profitability is key in today's market. My areas of expertise include lead generation, user acquisition, e-commerce, and partner management across a variety of verticals and channels. Additionally, I have platform expertise in social, email/CRM, SEM, eCommerce, SEO, demand-side platforms, data management, analytics, and tag management. 

Why do series A+ b2b saas and e-commerce companies need a fractional head of growth?
- Hiring an FTE to manage growth is exorbitantly expensive
- Managing agencies as a founding team is difficult 
- Most businesses need a broad range of channel expertise to unlock scale
- A holistic approach across all stages of the funnel is critical to finding success 
- Being able to source, analyze and put data into action to drive results is hard to do

Fractional Head of Growth

I am delighted to inform you that I am expanding the services offered by Growth Marketing Consultancy with a readiness to engage in new initiatives as we advance through 2024. I am keen to assist clients seeking to enhance their marketing strategies and achieve measurable growth. I have a slot open to take on a new client in Q2. 

My expertise is particularly focused on the following areas for B2B and DTC copmanies:

👉 Customer retention 
👉 Lifecycle marketing through various channels including email, SMS, and push notifications
👉 Customer acquisition / Demand generation via Google and Meta Ads
👉 Search Engine Optimization (SEO) to boost visibility and engagement
👉 Conversion Rate Optimization (CRO) to improve the efficacy of marketing efforts
👉 Analytics and data-driven marketing strategy development

If you or someone in your network needs a growth marketing professional, please comment below or DM me.

Thanks!

Growth marketing leader that likes to get his hands dirty. Helping B2B and ecom businesses scale through SEO, lifecycle marketing, website optimization, performance marketing, and analytics.

Cohort models are scary. They are not for everyone, but they are critically important in trying to drive healthy scale.  
 
𝗪𝗵𝘆 𝗮𝗿𝗲 𝗖𝗼𝗵𝗼𝗿𝘁 𝗠𝗼𝗱𝗲𝗹𝘀 𝗖𝗼𝗻𝗳𝘂𝘀𝗶𝗻𝗴? 
Cohort analysis groups customers based on shared characteristics or experiences within a defined time period. Although straightforward in theory, the complexity arises in its execution and interpretation of results: 
 
D͟a͟t͟a͟ ͟O͟v͟e͟r͟l͟o͟a͟d͟:͟ Managing vast amounts of data from different customer groups can be overwhelming. 
Segmentation Challenges: Identifying the right criteria to define cohorts and understanding their unique behaviors requires a deep dive into data analytics. 
D͟y͟n͟a͟m͟i͟c͟ ͟V͟a͟r͟i͟a͟b͟l͟e͟s͟:͟ Changes over time in customer behavior or external factors can skew results, making it tough to draw clear conclusions. 
C͟o͟m͟p͟l͟e͟x͟ ͟V͟i͟s͟u͟a͟l͟i͟z͟a͟t͟i͟o͟n͟s͟: The visual representation of cohort data can be intricate, making it difficult for stakeholders to interpret and act upon the insights. 
 
𝗪𝗵𝘆 𝗮𝗿𝗲 𝗖𝗼𝗵𝗼𝗿𝘁 𝗠𝗼𝗱𝗲𝗹𝘀 𝗜𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁? 
Despite these challenges, the benefits of cohort analysis are immense, especially when it comes to driving lifetime value (LTV): 
 
E͟n͟h͟a͟n͟c͟e͟d͟ ͟C͟u͟s͟t͟o͟m͟e͟r͟ ͟I͟n͟s͟i͟g͟h͟t͟s͟:͟ Cohorts help us understand how different groups interact with our services/products over time, providing actionable insights to enhance user experience. 
 
I͟m͟p͟r͟o͟v͟e͟d͟ ͟R͟e͟t͟e͟n͟t͟i͟o͟n͟ ͟S͟t͟r͟a͟t͟e͟g͟i͟e͟s͟: By analyzing how specific cohorts behave, companies can tailor strategies to boost retention, crucial for long-term revenue growth. 
 
O͟p͟t͟i͟m͟i͟z͟e͟d͟ ͟M͟a͟r͟k͟e͟t͟i͟n͟g͟ ͟S͟p͟e͟n͟d͟: Knowing which cohorts are most profitable allows for more targeted and effective marketing investments. 
 
While cohort models may be complex, they are indispensable in our toolkit for maximizing lifetime value. By embracing these challenges and continuously refining our approach, we can unlock powerful insights that drive strategic decisions. 
 
I invite you to share your experiences and insights on cohort analysis. 🌟 
 
#Analytics #CustomerInsight #BusinessStrategy #LifetimeValue

Have you talked to your most important customers lately? They could be considering moving on, you wouldn't know if you're not surveying or interviewing them. 

In today’s highly competitive markets, understanding customer needs and expectations is not just important—it’s essential for sustainable growth. Here's why investing in customer surveys and interviews is indispensable for any business looking to thrive:

Direct Feedback: Surveys and interviews provide direct feedback from the customers themselves, offering an unfiltered view of their perceptions, needs, and expectations. This feedback is crucial for validating product concepts, improving services, and enhancing overall customer satisfaction.

Informed Decisions: The insights gained from customer interactions help in making informed decisions. By understanding customer pain points and preferences, companies can tailor their offerings to better meet the market demands, thus increasing the effectiveness of marketing strategies and product development.

Customer Engagement: Engaging with customers through surveys and interviews shows that a company values their opinion, fostering a sense of involvement and loyalty. This not only enhances customer retention but also boosts the brand’s reputation.

Trend Identification: Regular interaction with customers allows businesses to spot trends and patterns in consumer behavior early, enabling them to adapt quickly to changing market conditions.

Risk Mitigation: Through continuous feedback, companies can identify potential issues before they escalate, reducing the risk of costly mistakes and ensuring that the customer experience is always front and center.

The insights derived from customer surveys and interviews are invaluable. They empower businesses to make smarter decisions, build stronger relationships, and stay ahead of the competition.

What strategies do you use to gather and implement customer feedback in your business?

#CustomerExperience 
#MarketResearch 
#BusinessStrategy
#CustomerFeedback

Often underestimated, transactional emails are vital in strengthening brand connections and enhancing customer retention.

While the allure of email marketing often focuses on eye-catching promotional campaigns or engaging newsletters, a key player quietly enhances the customer experience behind the scenes: the order confirmation email.

Here's why this often-overlooked email is critical in your marketing strategy:
Instant Validation: After making a purchase, customers look for immediate confirmation that their transaction was successful. The order confirmation email not only provides this assurance but also starts the customer relationship on a foundation of trust.

First Post-Purchase Touchpoint: For many customers, this email is their initial interaction with your brand after their purchase. It's a perfect opportunity to reflect your brand values, offer useful information, and leave a positive impression that might influence their future decisions.

Opportunity for Cross-Selling: A well-crafted order confirmation email can do more than just confirm a purchase. By including related product recommendations or special offers, you transform a basic administrative email into a dynamic marketing tool.

Essentially, the order confirmation email is more than just a receipt—it’s a potent tool for boosting customer satisfaction and driving additional sales. Make sure not to underestimate its impact!

💡 Tips: To maximize the effectiveness of your order confirmation emails, keep them clear, concise, and true to your brand. Personalize them when possible, and always aim to deliver added value beyond the mere transaction.

#EmailMarketing #CustomerExperience #DigitalMarketing #Ecommerce


Are You Effectively Meeting Your Audience Along Their Decision Path?

Personalized customer experiences across various touch points, including email, SMS, websites, and more, are not just preferred—they are expected.
Why is this personalization so critical? It's simple:

Enhanced Customer Engagement: Tailored interactions are more likely to resonate with customers, making them feel understood and valued. This deepens their connection with your brand, fostering loyalty and long-term engagement.

Increased Conversion Rates: Personalization makes marketing messages more relevant to the individual, thereby increasing the likelihood of conversion. For instance, personalized emails deliver 6x higher transaction rates!

Consistent Omnichannel Experience: When customers receive a uniform experience across platforms—whether they're browsing your website or receiving an SMS—they recognize and appreciate the cohesive brand identity. This consistency builds trust and improves user satisfaction.

At Growth Marketing Consultancy, we've seen firsthand how integrating personalized communications into our marketing strategy has led to remarkable outcomes, from improved customer retention rates to higher overall satisfaction.

Are you leveraging personalization in your customer engagement strategy? If not, it might be time to start reaping the substantial benefits of making every customer feel like the center of your business universe.

🔗 Let’s connect and discuss innovative strategies for transforming customer interactions into personalized journeys.

#CustomerExperience #Personalization #DigitalMarketing #Omnichannel #MarketingStrategy


If you are using last-click attribution, you do not have a full picture of what your marketing is driving.The best framework for measuring marketing effectiveness requires three key elements: 

Media Mix Modeling, Incrementally Testing, Brand Lift Studies.

🔍 Why Diversify Your Attribution Methods?

To navigate this complexity, it's essential to integrate a variety of measurement techniques:

Marketing Mix Modeling (MMM): Dive deep into how each element of your marketing mix contributes to overall success, considering external factors like market conditions and competitive activities.

Incrementally Tests: Pinpoint the direct impact of specific campaigns by testing what changes when you implement a particular strategy versus when you do not.

Brand Studies: Look beyond immediate metrics to understand how marketing efforts influence brand perception and long-term value.

🚀 Benefits of a Combined Approach:

Provides a holistic view, blending short-term performance metrics with long-term brand health.

Reduces bias by balancing quantitative data with qualitative insights.

Enables smarter budget allocation through detailed insights into what strategies are truly driving value.

🤔 As marketers, our goal is not just to analyze data but to turn these insights into strategic decisions that drive sustainable growth. By integrating MMM, incrementally tests, and brand studies, we can paint a complete picture of our marketing's effectiveness and adapt our strategies to meet our audience where they are.

#MarketingAnalytics #BrandStrategy #incrementality #MarketingROI #DigitalMarketing

Bad Retention Tactic: Treating all orders the same. 

Why Your First Order Retention Strategy Needs to Differ from Subsequent Orders

When it comes to building lasting customer relationships, the journey doesn’t end with the first purchase—it only begins. Managing retention touchpoints effectively after the first order is pivotal and should differ from how we engage with repeat customers. Here’s why and how:

🌟 First Impressions Matter: The initial post-purchase interaction sets the tone for the customer's perception of your brand. It’s our chance to exceed expectations, not just meet them. Whether it’s through a personalized thank-you note, a follow-up survey, or a customer onboarding email, the goal is to make new customers feel welcomed and valued.

🔄 Building Trust: First-time buyers are still assessing whether your brand is trustworthy and if they should return. This is your opportunity to reinforce that trust through transparency, excellent service, and timely communication. Highlighting customer support channels and providing clear, helpful information about their purchase can reassure new customers and solidify their decision to choose you.

💡 Tailored Experiences: Subsequent orders mean the customer has chosen to continue their journey with your brand. This is where personalization becomes key. Use data from their initial interactions to tailor the experience. This could mean offering products based on past purchases, customized rewards, or exclusive content that resonates with their preferences.

🔄 Feedback Loop: After the first purchase, ask for feedback. This shows that you value their opinion and are committed to improvement. For repeat customers, use this feedback to fine-tune the experience, demonstrating that you not only listen but also act on their suggestions.

📈 Differentiate Loyalty Incentives: For first-time purchasers, introduce them to your loyalty program and highlight initial benefits. For returning customers, enhance their benefits or offer tiered rewards as they continue their journey with you. This encourages not just retention but also greater engagement.

🔗 Engage Differently: The channels and content you use for first-time buyers might differ from those for repeat customers. New customers might receive more educational content about your products or services, while repeat customers might enjoy more behind-the-scenes, community-focused content that deepens their connection to your brand.

Each touchpoint with your customers is an opportunity to strengthen the relationship. By differentiating how we manage these moments between first-time and repeat customers, we tailor experiences that are not only memorable but also incredibly effective at driving loyalty and retention.

Let’s discuss! How do you differentiate your approach between first-time buyers and repeat customers? Share your strategies below!

#CustomerRetention #BrandLoyalty #CustomerExperience #MarketingStrategy #Ecommerce

How are you measuring the success of your marketing efforts? This is the key:    

Incrementality testing. 

This powerful approach goes beyond traditional metrics to reveal the actual effectiveness of individual campaigns and strategies in driving sales and conversions. 🌟

What is Incrementality? 🧐

Incrementality refers to the direct, causal impact that a specific marketing activity has on your key performance indicators, like revenue. It's about understanding what truly motivates sales beyond the overall influence of your brand. 📊

Why Incrementality Testing? ✅

This method isolates the effects of specific marketing strategies by comparing the performance of a treatment group that has seen the ad to a control group that hasn’t. The difference between these two gives you a clear picture of what’s really working. 🎯

How It Works: 🚀

Define Groups: Segment your audience into a treatment group (exposed to the campaign) and a control group (not exposed).
Execute and Measure: Run your campaign and measure the outcomes based on predefined KPIs.
Analyze the Difference: The performance gap between the two groups highlights the real contribution of your campaign.
Incrementality testing offers a precise, unbiased view of your marketing impact, allowing for better budget allocation and strategy optimization for maximum ROI. 📈

The Bottom Line: 🌍

Understanding the incremental impact of your marketing efforts isn’t just about seeing what adds up; it’s about making every dollar work smarter. Implement incrementality testing and ensure that your next marketing decision is informed by data that truly reflects your campaign’s effectiveness. 💡

Taplio

Adam McLane's Linkedin Analytics

Adam McLane

Adam McLane's Best Posts (last 30 days)

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Adam McLane's Linkedin Analytics

Adam McLane

Adam McLane's Best Posts .css-qqfgvy{font-size:var(--chakra-fontSizes-md);}(last 30 days)

Want to drive more opportunities from LinkedIn?

Adam McLane's Linkedin Analytics

Adam McLane's Best Posts (last 30 days)