Connor Rolain @ecom_con Twitter profile

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Connor Rolain

8 months

i’ve learned a lot since joining HexClad as head of growth… but maybe more than anything else, is what the concept of incrementality ACTUALLY means in growth marketing. here’s what i’ve learned it to mean. 👇

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Last Seen Profiles

@kay1_8

@FernShawArt

@squirthoon

@ByDavidTeel

@TQuifes

@Rowdy_House

@teamcobynigeria

@alancross

@WashTimes

@misu_ppbnk

@NUFC

@Rebepl

@Mr_Solomons79

@AikoUsui

@CoachBJBrooks

@CompoundVC

@KuramaSupremacy

@BdylAbwfars

@WoolieWoolz

@Neubi

@TheAdeolu_

@TheUFL

@EdenB777_nudity

@_o__o_l

@cocosKitchensub

@potelongtabetai

@ItsWebbJP

@ucscgenomics

@CarlosRomeuRM

@paradiseamurian

@JRParham

@Jasiri_9line

@jaketheshooter

@my7crackheads

@beautycounterhq

@chessbites

Connor Rolain

@ecom_con

3 months

update — the custom rogan cookware worked

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Connor Rolain

@ecom_con

8 months

we launched fb ads in australia today. we've spent $600 so far, and the purchase conversion CPCs in this market are WILD. $0.16 on a traditional purchase conversion campaign. $0.20 on an asc+ campaign. wild. feels like 2013 arbitraging cheap CPCs in the U.S. market..

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Connor Rolain

@ecom_con

1 year

the next episode…

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Connor Rolain

@ecom_con

2 months

excited to jam on all things growth marketing!

MarketingOperators

@M__Operators

2 months

The Marketing Operators Podcast! Brand new show, hosted by @couuor , @ecom_con @codyplof diving into all things performance marketing. First episode drops on the 2nd April to YouTube, Spotify, Apple and X. @motionapp_ @aftersell @Richpanel @HausAnalytics

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Connor Rolain

@ecom_con

7 months

I'm hearing a lot of brand operators say their metrics don't look great right now. Ours don't either compared to previous quarters. My advice...👇

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Connor Rolain

@ecom_con

7 months

DTC founder i know hits me up “hey we’re worried about our growth, can you take a quick look?” I take that quick look and see (year over year): - revenue +350% - CAC -40% - fb spend +100% at better efficiency audit notes: STOP WORRYING, KEEP DOING WHAT YOU ARE DOING

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Connor Rolain

@ecom_con

7 months

lots of my mentors don’t know they’re my mentors. you don’t need a formal agreement for mentorship. thanks to everyone i’ve learned from watching from afar. 🙏❤️

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Connor Rolain

@ecom_con

6 months

to keep growing, you need to keep generating demand. that means more net new traffic to site. that’s it. everything else is noise. sometimes it’s through more fb ads, sometimes new channels. generate more demand. if demand gen slows, growth slows.

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Connor Rolain

@ecom_con

8 months

our first denver dtc dinner was a success!! it was a blast hosting some of denver’s best ecom operators with @CalebPolley s/o to our sponsors: @Intelligems @RechargePayment @KnoCommerce @TheVaanGroup more operators hangs to come!

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Connor Rolain

@ecom_con

5 months

heads up for some new knives ads in 2024 🔪🍍 thumbstop 100%

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Connor Rolain

@ecom_con

6 months

my advice to any and all that are interested in dtc/growth/performance marketing… go work at a reputable ecom growth marketing agency for a couple years after, you’ll either… 1 > want nothing to do with it and choose a new career 2 > be a killer with a lot of potential

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Connor Rolain

@ecom_con

5 months

something nobody in dtc will say… brands have revenue and growth ceilings. these ceilings are as natural as evolution. a unique batch of statics, new style of landing page, or fresh offer won’t change that…

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Connor Rolain

@ecom_con

8 months

We push most of our acquisition funnels around two high order value sets... but some people still buy individual products instead of sets, which are unprofitable customers for us. Here's what we do to get 12" pan buyers to purchase the rest of our 12PC Set. 👇

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Connor Rolain

@ecom_con

3 months

japan snow hits different

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Connor Rolain

@ecom_con

9 months

very excited to get this recognition from the james beard awards! now it's time to amplify in our marketing channels. 😎

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Connor Rolain

@ecom_con

9 months

every marketer's dream: have a customer say, "this was just the offer i was looking for." 🥹 also ... 🧵coming soon on how we're turning single pot and pan buyers into set buyers 📈

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Connor Rolain

@ecom_con

7 months

marketingland growth jams🤘 great work on the event @arihappywick

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Connor Rolain

@ecom_con

2 months

pretty siiiiiick @mikebeckhamsm

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Connor Rolain

@ecom_con

5 months

sitting here thinking about hex 2024 growth strategy… and man, i cannot wait for year two. year one was tasting lots of stuff and doubling down on what worked best… but there was WAY too much distraction and shiny object syndrome…

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Connor Rolain

@ecom_con

8 months

shooters shoot, right?

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Connor Rolain

@ecom_con

10 months

i think starting at an agency and then going in-house at a brand is the best way to build a master growth marketing skillset.

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Connor Rolain

@ecom_con

4 months

why spend millions of dollars per year generating demand when you can simply select a category that have naturally occurring demand generation?! well done, bobbie.

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Connor Rolain

@ecom_con

11 years

After a lot of hard work and dedication, I've verbally committed to play division one baseball at the University of Illinois-Chicago.

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Connor Rolain

@ecom_con

5 months

more twitter ads stats to quench your DTC marketing analytics thirsts 👹... 1DC ROAS +6% better than FB 1DC ROAS (we spent 48x more on FB than Twitter) 83.5% net new visits rate $0.90 cost per new sit visitor 🤯 (-73% compared to FB) 29m total reach, 282m impressions

Connor Rolain

@ecom_con

5 months

was reviewing our twitter ads performance this year… $1.87 CPM 🤯

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Connor Rolain

@ecom_con

9 months

one of my favorites that our internal team produced lately. thumbstop and outbound ctr looking 📈

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Connor Rolain

@ecom_con

3 months

I'M A COST CAP BRO. we're seeing 37% higher 1DC ROAS (compared to the entire account) on a cost caps campaign with our top performing ads.

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Connor Rolain

@ecom_con

8 months

check out this new ad format we're trying 👇 most of our ads are very direct response - here's the product - here are the unique value props - offer - go buy these work very well... but i thought to myself ... what if we added value in the ad in another way?

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Connor Rolain

@ecom_con

4 months

there's a lot of confusion on what top, middle, and bottom of funnel is. i put some notes down below on what that means to me, and and how we approach the different funnel stages at hexclad. check it out!

notes on funnel stages

docs.google.com

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Connor Rolain

@ecom_con

4 months

update — rogan was our top performing pod by a long shot.

Connor Rolain

@ecom_con

8 months

shooters shoot, right?

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Connor Rolain

@ecom_con

8 months

today’s growth marketers are tomorrow’s cmos. if you’re young and excited about start ups and growing businesses, go grind for 60+ hours/week at a growth marketing agency for 2-3 years. nothing else will set you up for more success…

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Connor Rolain

@ecom_con

15 days

we launched a new product category this week... we also launched our VERY FIRST commercially available custom product today...😎 i'm super excited to continue building this muscle ... why? bc custom products = new audiences...🔑 check it out:

HexClad x Benny Blanco

Stay clean in style with benny blanco styled HexClad Eco Modern Apron, loved by chefs. Water-resistant, eco-friendly, with 3 pockets and conversion chart. Fabric from 100% recycled plastic bottles.

hexclad.com

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Connor Rolain

@ecom_con

10 years

Excited to officially be part of the @UICBaseball family @WisPremier @prepbaseball http://t.co/xFaH474n6Q

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Connor Rolain

@ecom_con

4 months

my kinda people are the ones who want the nice things, but are also gritty mfs down to car camp for three days in sub 20 degree weather or rip a 50 mile backpacking trip.

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Connor Rolain

@ecom_con

2 years

I think it was @JoshJDurham who said all it takes is one piece of creative to turn an account around?

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Connor Rolain

@ecom_con

7 months

Q3 influencer product seedings stats are in: - 8.2 million impressions - $15.5k cost (COGs + delivery fees) - $1.89 CPM great work @JoshJDurham @mar_vogue 🚀

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Connor Rolain

@ecom_con

18 days

them: "it may be worth a brief call..." me: "pls send loom.."

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Connor Rolain

@ecom_con

9 months

hexclad to the 🚀🌕

Jason Panzer

@JasonPanzer

9 months

OK this time it’s official - @hexclad is number 778 in the Inc. 5000!

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Connor Rolain

@ecom_con

3 months

thought i had it…

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Connor Rolain

@ecom_con

2 months

STOMPED

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Connor Rolain

@ecom_con

1 year

I spent the last month building out a paid media creative testing feedback loop 🔁 It includes … 1️⃣ content request log 2️⃣ creative test calendar 3️⃣ creative test report This allows us to stay organized, learn, make good decisions, and deploy creative tests each week.

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Connor Rolain

@ecom_con

8 months

are ya'll running shop ads? we are seeing incredible results there ... super incremental to our paid social channels... spend has capped at $1300/day, but it takes 10 minutes to set up and zero management required. screenshot attached of this ad unit.

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Connor Rolain

@ecom_con

2 months

so stoked to see how much our product drop strategy has improved in the last year… and to see the incredible work our (newly 100% in-house for U.S.) retention team is producing!

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Connor Rolain

@ecom_con

7 months

real marketers admit when and what they don’t know lolol

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Connor Rolain

@ecom_con

4 months

a lesson i learned last year — take control and be protective of your calendar and time at all costs… i will be better this year about having designated “maker” and “manager” time blocks.

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Connor Rolain

@ecom_con

5 months

was reviewing our twitter ads performance this year… $1.87 CPM 🤯

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Connor Rolain

@ecom_con

4 months

2024 will be a big year… This time last year … a thousand ideas we wanted to do. it was hard to suss out what to do and not to do. This year … we know the 20% that producers 80% of performance. Focus and priorities are at an all time high. Time and focus compound.

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Connor Rolain

@ecom_con

5 months

“yea, they have more bandwidth for at least two more accounts” - agency owner talking about an employee already working on 4 brands as an account manager, media buyer, creative strategist, and analyst 🙃

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Connor Rolain

@ecom_con

10 months

i'm seeing gift with purchase offers crush right now... we've tested different variations this year to help inform our Q4 offers. i highly recommend testing this if your brand has the margins for it. and i think it de-values the brand less than a flat % off discount.

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Connor Rolain

@ecom_con

7 months

our newest nonstick ad angle 😂 "Do Jolly Ranchers stick to a HexClad Hybrid Nonstick Pan?"

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Connor Rolain

@ecom_con

1 month

we probably need 5 more episodes attribution! episode 1 is a solid overview of the tools we use and approaches we take to inform the most optimized media mix possible. let us know what else you want us to cover on this topic!

MarketingOperators

@M__Operators

1 month

Marketing Operators E001 A Deep Dive into Attribution and Measurement. @couuor @codyplof @ecom_con Watch the full episode now: Youtube: Spotify:

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Connor Rolain

@ecom_con

6 months

come on november. come on november. COME ON NOVEMBER.

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Connor Rolain

@ecom_con

1 month

set clear goals! it makes all decision making easier.

MarketingOperators

@M__Operators

1 month

HexClad's core KPI's

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Connor Rolain

@ecom_con

2 months

i highly recommend Kno for all your survey'ing needs. they've helped us unlock all sorts of insights, from attribution to customer preference to product research, just to name a few...

Kno

@KnoCommerce

2 months

🚀 Excited to share how @hexclad transformed their marketing strategy with Kno! "We use KNO to identify where people first heard about us, helping understand our discovery efficiency." - Connor Rolain @ecom_con Check out the full case study here 👉

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Connor Rolain

@ecom_con

1 year

check out the lander we built for this collab! 🚀 we've got some updates coming for episode 2. do you have any ideas on ways to elevate this page?

What's in my Kitchen? with Hailey Rhode Bieber - Presented by HexClad

Discover What's in My Kitchen | Explore Hailey's Culinary Must-Haves with HexClad's Premium Cookware Collection! | Hybrid Cookware Built to Last a Lifetime.

hexclad.com

HexClad

@hexclad

1 year

If you're wondering what's in Hailey Bieber’s kitchen...hi, it's us👋 New episode of What's in My Kitchen? Now live on Hailey's YouTube channel.

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Connor Rolain

@ecom_con

3 months

these amped popup opt in rates 🚀👀

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Connor Rolain

@ecom_con

10 days

knives funnels are live 🚀 peep our fb ads library to see what we launched with!

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Connor Rolain

@ecom_con

3 months

company leaders ... build the strategy. build the team. build the processes. and then get out of the team's way. i'm popping into slack right now in the middle of some time off just to see our team executing flawlessly towards some very important campaigns...

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Connor Rolain

@ecom_con

2 months

i know someone running a tire brand that did $1.25b in revenue last year. almost 100% wholesale. they want to build a direct to consumer business. step 1 -- website who should they talking to? budget is $25k-$100k. is a good example

Buy Automotive Tires Online for Less | SimpleTire

Fast & Free Delivery! Shop for automotive tires online from over 300+ brands. Have them shipped to and installed at one of our 10,000+ installation centers, making the purchase and installation...

simpletire.com

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Connor Rolain

@ecom_con

2 months

you want to hear about real innovation in ad tech?? snapchat is out here calling ad sets “ad squads” elite.

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Connor Rolain

@ecom_con

2 months

the power of product seeding ....🤯 we spent less than $30k/month on product seeding in jan/feb. it's driven over 30m impressions in the last 30 days. and that only includes tagged content...

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Connor Rolain

@ecom_con

29 days

truly impressed by GOAT’s ability to develop elite products and repeat their playbook over and over and over and over. well done @Packerj16 @koby_wahnich 👏

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Connor Rolain

@ecom_con

3 months

a talented marketer i know is looking for a new role in house at an ecom brand! he's a head of/vp of growth level marketer and operator. let me know if you're looking or know any brands who are!

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Connor Rolain

@ecom_con

2 years

Wanna see how a CPG food brand simultaneously optimized CAC and (accidentally) first order ROAS? From 3/31 - 4/30: - Ad spend -33% - Sales -5% - CAC -40% - CvR +24% - First time orders +11% - Blended ROAS +40% - AOV -20% Check out what we did and why 👇

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Connor Rolain

@ecom_con

7 months

How are you setting revenue and efficiency expectations for November and December? Here's our 5-step approach.👇🧵

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Connor Rolain

@ecom_con

3 years

I’ve been trying to count cals the past month. I usually use sticky notes to track, but when I’m on the move I’ll text myself instead. I typed the incorrect last digit of my number today, so I accidentally texted a stranger the food I’ve eaten. Got this response back ❤️

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Connor Rolain

@ecom_con

8 months

something HUGE i've learn in the last 8 months about managing. ❌ good managers don't make all the decisions. 🙌 good managers empower their team to make good decisions. they then review them and provide feedback if needed. i've been saying "your call" a lot lately...

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Connor Rolain

@ecom_con

1 month

if you don't write agenda notes before a meeting gtfo

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Connor Rolain

@ecom_con

2 years

My quarterly dtc thirst boi tweet 👇

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Connor Rolain

@ecom_con

4 months

snapchat ads going live this week! i'm excited to see if @londonspilker can crack this channel like he cracked twitter ads last year...

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Connor Rolain

@ecom_con

11 months

is anybody here interested in sponsoring some ecom operator get togethers in denver? there are some heavy hitting operators and awesome brands here…

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Connor Rolain

@ecom_con

11 years

Favorite to keep my hair, retweet to cut...whichever gets the most by 4 is what I'll do #CannotDecide

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Connor Rolain

@ecom_con

2 months

still not stomping 3s

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Connor Rolain

@ecom_con

1 year

The growth dashboard task list is ready to go...

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Connor Rolain

@ecom_con

11 months

v1 of our metrics tracker/contribution margin calculator 👇 these are the metrics we value the most, and measure on daily, weekly, monthly, and yearly time horizons.

Connor Rolain

@ecom_con

11 months

we're building a contribution calculator that MAYBE competes with @richiemashiko 's ... just maybe ... i'll share more details on which variables we include in our contribution margin when it's final!

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Connor Rolain

@ecom_con

6 months

seeing a 10x ROI on FLIP 👀 when look at total sales divided by our kickback to them..

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Connor Rolain

@ecom_con

9 months

@SeanEcom nothing is worth your money except more banger products.

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Connor Rolain

@ecom_con

4 months

monday morning optis

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Connor Rolain

@ecom_con

4 months

this weekend:

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Connor Rolain

@ecom_con

1 month

PSA: "by committee" responsibility does not work. collaboration is great, but a single person must be responsible for the deliverable. things fall through the cracks when multiple people and no single person are simultaneously responsible.

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Connor Rolain

@ecom_con

8 months

calling all heads of growth and those who know them! the founder of a pre-launch Latino-focused men’s telehealth brand is looking for a full time head of growth. $150k + benefits + options dm me if interested!

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Connor Rolain

@ecom_con

1 month

We are hiring a lead video editor at HexClad! Looking for someone with: - Extensive direct response ecom paid media editing experience (min 2 years, ideally more) - Preferably has experience in food/food-adjacent - Can do both elevated high production and native UGC editing

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Connor Rolain

@ecom_con

1 year

the best influencer strategy for brands with low cogs is simple…

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Connor Rolain

@ecom_con

5 months

we have a thumbstop shoot coming up ... shooting only clips to use at the beginning of paid social ads. what are your best ideas?! the best idea gets a free 12" pan, 3qt pot, and 8" chef's knife!!!

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Connor Rolain

@ecom_con

11 months

Our attribution match back from our first direct mail prospecting campaign came back and all I have to say is one four syllable word… INCREMENTAL Very excited about this channel…

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Connor Rolain

@ecom_con

1 year

whatup @binghott ?! we makin some ugly ads this week?!

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Connor Rolain

@ecom_con

3 months

i'm hosting another Denver DTC Dinner with @CalebPolley on February 20th. anyone in the denver area interested in joining?? shoot me a DM with your contact info!

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Connor Rolain

@ecom_con

9 months

our first @novel_commerce CRO test is lookin SASSY. 20% lift in revenue at a 98% confidence interval 👀

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Connor Rolain

@ecom_con

3 months

this is 100% product seeding by the way. we’ve done some ad reads on the JRE pod, but this post wasn’t paid for.

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Connor Rolain

@ecom_con

1 year

slowly but surely leveling up.... there's much to improve yet, but our memorial day website build is our best yet!

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Connor Rolain

@ecom_con

1 year

Why do sales ppl at tech companies assume brand operators should auto give them 15-30 on a call? It seems entitled to me, and immediately makes me not want to work with them.

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Connor Rolain

@ecom_con

4 months

naturally, @JasonPanzer already in my texts talking shit 😂

Connor Rolain

@ecom_con

4 months

monday morning optis

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Connor Rolain

@ecom_con

1 year

I’ve got a juicy attribution / post purchase survey data question for y’all. 📈 Based on the data and context below, how would you adjust the media mix?

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Connor Rolain

@ecom_con

3 months

what and who are the best colorado based/founded brands??

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Connor Rolain

@ecom_con

10 years

No city I'd rather grow up in than Appleton

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Connor Rolain

@ecom_con

1 year

Facebook performance Q1 2023 versus Q1 2022. How we looking? 📈? 📉? Here's how we did: - Spend +5.7% - Revenue (1DC) +24.2% - ROAS (1DC) +17.7%

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Connor Rolain

@ecom_con

1 year

i made my first hire a couple weeks ago. brought an absolute killer to team hex 😈

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Connor Rolain

@ecom_con

6 months

tomorrow's revenue ... how similar or different do you think it will be compared to black friday? we're shooting for 50-55% of our BF revenue, but i think that conservative.

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Connor Rolain

@ecom_con

4 months

i must say ... ... @MRWindle is out here cooking on our retention tactics... 📈 specifically with a welcome offer ... 🧵👇

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Connor Rolain

@ecom_con

5 months

huge congrats to the muddy bites team! incredibly thoughtful collab here 👏

Jarod Steffes

@jarodsteffes

5 months

Our new flavor dropped, Muddy Bites Girl Scout Thin Mints! Inspired by everyone's favorite Girl Scout Cookie - it's the perfect ratio of mint chocolate mini-cone to dark chocolate filling. Order here before we sell out 👉🏼

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