Sight Glass Collective

Founder

The Estée Lauder Companies Inc.

Growth Marketing Consultant

MarketerHire

Marketer In Residence | Advisor

Glamour Jewelry Box

#1 Jewelry Subscription Service by BRIDES Magazine
Also featured in: BuzzFeed, HuffPost, Yahoo, Byrdie, PureWow

Co-Founder

Nordic Consulting Partners, Inc.

Senior Consultant

GlobalData

Analyst

Harvard Medical School and Brigham and Women's Hospital

Research Assistant

Yale University

Teaching Fellow

I help $1M-$10M DTC brands increase their revenue as a top growth marketer

I have managed more than $65M+ ad spend on Meta for brands and developed ad creatives that convert.

A few of my current and past brands I've worked with include:

→ The Estée Lauder Companies
→ Clinique
→ Too Faced Cosmetics
→ Origins
→ Machete
→ Studeo AI 
→ Bio-First
→ cuddle+kind 
→ Jaxon Lane
→ Saint Moran
→ Barton Watch Bands
→ Zen Nutrients
→ Texas Humor

My results:

→ Profitably scaled a brand’s Meta spend by 144% in 90 days
→ Increased a brand’s revenue by 112% from the brand’s previous year during BFCM
→ Reduced an 8-figure DTC brand’s CAC by 10.5% in 90 days
→ Increased a 7-figure DTC watch band brand’s Meta ROAS by 44% in 75 days
→ Developed an ad creative, yielding a 31% higher ROAS on Meta for an 8-figure DTC brand

If you want to learn about high-converting ad creative, join my newsletter:

→ GO HERE: sight-glass-collective.com/newsletter

Any other questions or partnership inquiries:

→ EMAIL ME HERE: janky@jankypatel.com

This is one of the greatest marketing campaigns ever.
Heinz asked people to draw ketchup.

But here's the genius part.. everyone drew Heinz.

They ran a campaign asking people to anonymously draw what they thought "ketchup" looked like. They had no examples.

The result? Almost everyone just drew the iconic Heinz bottle and... from memory.

It was the ultimate flex of branding, proving they don't just make ketchup, they ARE ketchup in people's minds.

Heinz then took the top drawings and turned them into limited edition bottles that they sold.

This campaign did three things perfectly:

1) It proved their brand dominance. When people think ketchup, they think Heinz. Period.

2) It created user-generated content. They made their customers part of their brand.

3) It turned proof into product. Those drawings became collectible bottles that people actually bought. Genius.

The campaign went viral.

Most brands spend millions trying to prove they're the market leader.

That's the power of true brand recognition, when your product becomes the category.


Credit: Roimata Wilkey

📌 P.S. Want fresh ad creative ideas every week? Grab my free newsletter here: https://lnkd.in/gxaA6pjR

Janky Patel

Here’s the deal: I grew my growth marketing agency by 2x in revenue—all thanks to LinkedIn.

LinkedIn has been a game-changer for my business, and now, I’m here to help you achieve the same transformative results.

Real Results: What I’ve Achieved on LinkedIn

When it comes to LinkedIn growth, I don’t just talk the talk—I’ve walked the walk.

Here’s what I’ve accomplished using the same strategies I’ll bring to your profile:

→ $75,000+ in revenue directly attributed to LinkedIn.

→ Secured a $10K/month client purely through LinkedIn inbound leads.

→ 2,000+ email sign-ups driven by LinkedIn traffic and engagement.

→ Consistently attract 6–12 high-quality leads per month for meaningful business growth.

→ Achieved 154% follower growth in the past 12 months, building a powerful personal brand.

→ Generated 3,026,019 impressions in 90 days, showing the impact of consistent, strategic content.

→ Created 9 viral posts, each surpassing 250,000 impressions, proving I can connect with audiences and drive engagement.

These aren’t hypothetical numbers—they’re real, measurable results from tried-and-tested strategies.

What This Means for You: 

If I can achieve this on my own LinkedIn profile, imagine what I can do for yours.

Let’s transform your LinkedIn into a lead-generating powerhouse and position you as the authority in your industry.

Ready to Get Started?

DM me here on LinkedIn or:

→  EMAIL ME HERE: janky@jankypatel.com

Founder @ Burst Digital | Paid Ads, Social Media & Strategy

I help AI and DTC brands scale revenue through proven growth marketing

Noor W.

What's the single fatal flaw that makes 90% of brands fail at marketing?
 
Hint: It's not a lack of creativity or budget. It's boredom.

The audience doesn’t remember your 10th new idea.
They remember the one idea you repeated until it finally stuck.

Repetition builds recognition.
Consistency builds trust.
And trust drives sales.

So next time you feel like you’re repeating yourself -
you’re probably just starting to be remembered.

Via Marketer Tips

If brand strategy is so important, why is it so confusing? 

Some say brand strategy is about defining purpose and values.

Some say brand strategy is a marketing plan for how to grow.

And others say it’s about making you recognizable.

I’m not sure how anyone is supposed to tell heads from tails 🙃.

I’ve found that founders and marketers at growing companies tune this all out.

They don’t have all day like me to wade through the info and build frameworks.

So they say:

“This sounds like it’s for big companies. I’ll deal with the brand stuff later. Let’s get straight into design and marketing. If you do that a lot, over time that’s branding right?”

Hmm. Sort of? But your brand might feel like Frankenstein.

One day, I accidentally said this to a founder, and instantly found this more helpful:

Brand strategy is your customer-facing business strategy.

How so?

Well, business strategy is some combo of this:
↳ The market gap
↳ Customer segments
↳ Unfair edge 
↳ The solution / the offer
↳ Channels (marketing, distribution)
↳ Revenue structures
↳ Cost structures

(beautifully put into charts, decks, and models)

Then this is unearthed:
↳ The Unique Value Proposition (UVP)

Brand Strategy is:
↳ How to make the customer give two hoots about the above.

In conscious and unconscious ways. In an emotionally resonant way.

Foundational brand strategy is a simple idea with an emotional hook. 

It makes business sense AND has creative potential.

And it informs design, copy, campaigns, messaging, and channels. 

It gives you rich material to create a culture around your brand.

You want to land on this early, so that your design & copy are more impactful, your marketing is more creative, and every part of your customer experience feels intentional.

You could grab your UVP and rush straight to market. But you’re going to be doing a lot of telling, without the power of showing.

And you might pay a huge tax for that lack of clarity.

Check out 4 examples below ⬇️

If you’re responsible for brand building at a growing company, what would make foundational strategy work more obvious to do earlier?

Would love to hear thoughts.


Credit: Jess Walker

If brand strategy is so important, why is it so confusing?

Marketing Tip: Take bold risks in your ad creative.

Burger King's "Moldy Whopper" campaign is a masterclass in taking creative risks.

They showcased a Whopper decaying over 35 days. 

This challenged traditional advertising norms. 

It emphasized that their food is free from artificial preservatives.

This unconventional approach wasn't just for shock. It showed their commitment. 

Over 3 years, they committed to cutting 8,500 tonnes of preservatives globally.

The bold creative paid off with impressive results:

✅ 14% increase in sales
✅ 8.4 billion impressions
✅ $40 million in earned media value
✅ 88% rise in positive brand sentiment

The "Moldy Whopper" is a prime example of how innovative ad creatives can transform brand perception and drive incredible results. 

via The Business Magnets

📌 P.S. Want fresh ad creative ideas every week? Grab my free newsletter here: https://lnkd.in/gxaA6pjR

Marketing Tip: Take bold risks in your ad creative.

Completely agree to this: Every marketing degree should teach...

1. Psychology
2. Copywriting
3. How to sell
4. Empathy
5. Personal Branding
6. Storytelling
7. Data Analytics
8. How to talk to customers

What would you add?

Credit: Daniel Murray

Are you two friends? 😆
Marketing: Yes.
Sales: No.

We laugh because the dynamic is familiar. Marketing and Sales have always had an interesting relationship, like siblings who can’t stop bickering. 

Marketing feels Sales doesn’t appreciate the brand-building, awareness, and lead-generation work they do. 

Sales feels Marketing doesn’t understand the realities of closing deals and hitting quotas.

Marketing: “We gave you the leads!”
Sales: “These leads are trash!”

This tension creates silos, finger-pointing, and ultimately, lost revenue.

But both need to work in synergy.

- Marketing sets the stage: shaping the story, creating demand, and nurturing trust.

- Sales brings it home: turning interest into revenue, relationships, and retention.

When they are at odds, opportunities slip through the cracks. When they are aligned, the entire business benefits:

Higher quality leads
Shorter sales cycles
Stronger customer experience
More predictable revenue growth

The key is building true alignment:
- Shared goals: Both measured by revenue impact, not separate vanity metrics

- Shared data: CRM, analytics, and feedback loops that keep both teams informed

- Shared narrative: One voice to the market, from first impression to closed deal

The companies that figure this out create a growth engine that compounds over time.

So maybe the better question is “Are you working as one team?”

Credit: Ev Oputa

Founder | Board Member | Helping leaders achieve outcomes that matter, efficiency, smarter decisions, visibility & impact | Digital Adoption & AI Strategy | 🇨🇦🇺🇸

Working remotely is easy when you have:

✅ Good Wi-Fi
✅ Reliable laptop
✅ Trust in your team
✅ Strong productivity skills
✅ An employer that trusts you
✅ Accessibility during core hours
✅ Proactivity in meeting your goals
✅ Effective communication tools like Slack

I've been working remotely for ten years, and I'm grateful I've avoided:

→ Sitting in traffic for hours
→ Letting my work determine where I live
→ Being confined to a cubicle
→ Dealing with a limited talent pool

I've (almost) mastered the art of being effective, efficient, and successful while working remotely.

At the end of the day, I find fulfillment in my work.

Solid work can happen anywhere

…and we should celebrate that 🙌

Most ads explain the problem. This one visually deletes it, and that’s why it works.

I call it the “Erase the Problem” Effect

It lists out common frustrations: pink tax, irritation, stubble

Then dramatically strikes them out before introducing the product as the solution. 

It’s clean, clever, and satisfying.

Why it works:

✅ Instant relatability: They lead with shared pain points that their audience immediately recognizes.

✅ Visual transformation: By crossing out the negatives, they show the benefit instead of just telling you.

✅ Clear CTA: “Meet the Billie Razor” feels like the mic drop moment after eliminating every reason you hated razors.

How to replicate this for your brand:

 👉 Identify the top 3–5 pain points in your industry.
 👉 Display them upfront in bold typography.
 👉 Use strike-through or animation to “erase” them as you introduce your product.
 👉 Keep the visual clean and high-contrast so the transformation pops.

This structure turns a static ad into a mini-story: Problem → Elimination → Solution.

Would you try this format for your next campaign?

I’m a big fan of brands with a strong organic presence.

Even if organic isn’t the main sales driver, it plays a huge supporting role across paid, email, and overall growth.

Over the years, I’ve seen a clear difference:

- Brands that barely post see weaker paid and email performance.

- Brands with strong organic engagement convert better across the board.

Here’s why:

1. Boosts Paid Social

On Meta, organic acts as social proof. 

People click ads → check your IG → if it’s active and credible, they convert more. 

It can also improve relevance scores, lower CPMs (at times), and strengthen creative testing.

2. Fuels Email Growth

More organic traffic = more site visits = more email captures. 

Those subscribers become key for promos and nurture campaigns.

3. Builds Awareness & Trust

Even if people don’t buy right away, consistent organic keeps you top-of-mind. 

When they do see an ad or email, they already know who you are.


Organic might not always top your revenue charts, but it’s the glue that makes every other channel work harder.

Have you noticed this with your brand or clients?

(Images are a few of my fav brands doing organic IG right: One Trick Pony, Glow Recipe, Elf Cosmetics)

Glow Recipe

Here’s how one simple visual turned everyday kitchenware into a must-have.

This “Upgrade Your Kitchen” ad nails it.

🔥 Why it works:

This creative uses a simple side-by-side comparison to position the product as the clear upgrade. 

On the left: everyday, outdated items. 

On the right: the elevated alternative. The arrow visually guides your eye, making the transition feel seamless and obvious.

This format taps into something powerful, people already own the left-side items. 

The ad doesn’t need to convince them they have a problem; it just shows them a better option.

✨ How to replicate this for your brand:
 1. Pick a common product or habit your audience already uses.

 2. Show your product as the clear upgrade side by side.

 3. Keep the design clean and directional. Use arrows or other visual cues to guide the eye from “before” to “after.”

 4. Focus on familiarity vs. aspiration—the contrast does the selling for you.

This approach works across categories, kitchenware, beauty, apparel, SaaS features, you name it.

Would you try this format for your next ad creative? 👇

Still finalizing your BFCM promos? Here’s your playbook.

If you haven’t started planning your Black Friday Cyber Monday promos yet, this is your sign to start.

I think the most successful brands treat their BFCM promotions like a well-planned campaign: defined early, aligned with inventory and margin goals, and communicated clearly to customers.

Here’s a guide I created with 5 promo structures that work across industries, why they work, and where they shine 👇

1. Sitewide Sale (Already Marked Down)

Why it works:

- Creates a frictionless experience: no codes to remember, no confusion at checkout.

- Clear, bold pricing makes it feel like a “can’t-miss” deal.

- Perfect for driving volume quickly.

Where it shines: Fashion, beauty, lifestyle, and consumer goods brands looking to clear inventory.

Great for Gen Z shoppers who value speed and simplicity.

I honestly find this to be the best promo option and advocate for this for many brands! 


2. Buy More, Save More (Tiered Discounts)

Example: Buy 1, get 20% off • Buy 2, get 30% off • Buy 3+, get 40% off

Why it works:

- Boosts AOV while still maintaining healthy margins.

- Gives customers a reason to keep adding to cart.

- Works well when customers typically buy more than one item.

Where it shines: Beauty, skincare, supplements, apparel, anywhere bundling makes sense.

Brands with varied price points and complementary SKUs.


3. Daily Deals (Limited-Time Drops)

Why it works:

- Creates excitement and urgency: customers keep coming back each day.

- Helps move through specific inventory strategically.

- Builds momentum over the course of the BFCM week.

Where it shines: Beauty & personal care (Ulta, Sephora, and Target do this brilliantly). Brands with deeper SKU assortments and flexible inventory.

I personally have seen amazing results with this promo and it’s an excellent way to lay it on with a sitewide sale. 


4. Gift-With-Purchase (GWP)

Why it works:

- Adds value without relying on deep discounts.

- Encourages larger basket sizes to unlock the gift.

- Can highlight hero SKUs or introduce customers to new products.

I think this works best for brand that never discount. If you’re doing promos throughout the year and offer this for your BFCM sale, it might be a bit underwhelming for your customers.


5. Exclusive Bundle Offers

Why it works:

- Makes comparison harder (vs. a single item price match).

- Increases average order value by grouping complementary products.

- Great way to move through inventory while protecting margins.


My Final Thought:

The best BFCM promos are planned months in advance. Define your offer strategy now so your creative, email, and ads can work in sync. Waiting until early-November = rushed execution, lower performance, and avoidable stress.

What promo strategy are you leaning toward this year? 👇

30+ hours a week. That's what I used to spend on BFCM analysis and reporting alone. 

- Long nights.
- Endless reporting.
- Every metric under the microscope.

What used to take me 30+ hours a week in reporting and analysis… now takes minutes.

The pain is real:

- Pulling data from Meta, Google, GA4, Shopify

- Stitching it all together into something teams can actually use

- Explaining performance shifts fast

- Repeating it across multiple clients or brands

That’s why I’m excited about GoMarble AI, the AI Agent for paid media marketers

Here’s what it does 👇

1. Connects directly to your Meta, Google, GA4, and Shopify data (TikTok + LinkedIn coming soon)

2. Lets you ask plain-language questions like “Why did CAC spike?” and get full RCA reports instantly

3. Visually analyzes your ad creatives to show what’s actually driving performance (and what to test next)

Auto-builds and schedules reports, so your Mondays during BFCM are focused on decisions, not data wrangling

This isn’t another dashboard.
It’s like having a senior media analyst + creative strategist in your pocket.

If you want to spend BFCM scaling campaigns instead of buried in spreadsheets, GoMarble AI is worth a look.

Check comments for the link to get exclusive 14-day free access to the platform with ready-to-use prompts and templates. 

Bonus: Link to Winning Ads Creative Playbook — built by GoMarble’s Agent after studying 500+ winning ads. It uncovers the hooks, angles, and formats behind top-performing campaigns.

#GoMarbleAIPartner

GoMarble AI

Your entire life can change in one year.

Here are 7 small and simple habits I implemented to change my life:

1. Reading a Book a Month:

This goal has been one of my favorites. 

I make time in the evenings before bed for reading, and it has been a game changer.

2. Consistently Working Out:

Growing up, I was that non-athletic girl who hated anything to do with sports and despised PE. 

But I finally figured out what activities I enjoy, and now I consistently work out. 

Appreciating working out has transformed my energy levels and health.

3. Getting 8 Hours of Sleep:

Prioritizing sleep has made a significant difference in my overall well-being. 

A full night's rest leaves me refreshed and ready to tackle the day.

4. Leaving My Phone in Another Room Before Bed:

This simple habit has improved my sleep quality. 

It helps me unwind and ensures I wake up feeling more rested.

5. Cooking Healthy 80% of the Time and Eating Whatever 20%:

Balancing healthy eating is a sustainable approach that doesn’t feel restrictive.

6. Time-Boxing My Schedule:

By allocating specific time blocks for different tasks, I’ve become more productive and less overwhelmed. 

This method helps me focus and manage my time effectively.

7. Journaling Using the 5-Minute Journal:

Journaling has become a daily ritual that helps me with reflection and gratitude. 

The 5-Minute Journal is a quick and effective way for me to start the day by reflecting on what I’m grateful for and setting my intentions for the day.

______

What’s one habit that’s changed your life?

I did a deep dive into Meta's new Andromeda so you don’t have to.

Here’s everything you need to know:

For years, Meta’s ad delivery system has been about filtering down who sees your ads based on broad signals. 

Andromeda completely changes this approach.

Instead of narrowing fast, Meta now scans through way more ads before deciding which one to show a user. 

Think of it less like a funnel…and more like a matchmaking algorithm that wants to find the best possible fit in real time.

Here’s why this matters for brands:

- Creative variety is your new superpower. If you’re only testing minor variations, Meta has fewer options to match with people. Broader creative angles = better matches.

- Complicated targeting matters less. Broad campaigns + strong creative inputs are the winning combo.

- Good creative is still the make-or-break. This system can’t rescue a boring ad.

Meta is basically saying: “Give us more quality options, and we’ll find the right person for each one.”

This is a huge toward simpler setups and smarter creative testing.

My current ad structure is basically Advantage+ campaigns, broad ad sets, and 15–20 creatives (more if I can). 

I let them run throughout the month and turn off the ones that aren’t getting any spend. 

This approach is very different from what we did a year ago, but with Meta’s changes and guidance, I think this is the current way to do things.

What are your thoughts on this?

Can you spot the AI-generated person? 

Drop your answer in the comments.

I’ll reply with the correct answer. 

It’s wild how realistic AI images have become, and this is set to change marketing forever.

Here’s what’s happening 👇

- Models? Optional. AI can create lifelike models, making product photography faster and cheaper.

- Campaign Testing? More Agile. Brands can quickly test campaigns with AI models, allowing for more creativity.

But with this power comes responsibility. Users will want transparency, and brands need to tread carefully.

The tools have changed, but the mission stays the same: connect with people genuinely.

Will AI models be in your next campaign? I have a feeling this is very likely and we might not even know it.

This viral ad has gotten over 28 million views. 

It did so by nailing this rule of marketing: 

Thinking outside the box by being bold and hilarious.

Upon its release, the product launch video made waves, quickly racking up 3 million views in just a few days. 

But the impact went beyond views; the very next day, this unknown startup gained 12,000 new subscribers. 

👏 Dollar Shave Club

The video's humor, boldness, and uniqueness set it apart from other marketing videos at the time – a perfect recipe for viral success!

Taplio

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