Balancing Brand and Performance Marketing in Advertising

Katie Mack is the VP of Marketing and Ecommerce at eyebobs, a designer reading glasses, blue light glasses, and prescription eyewear company. As a marketing and sales leader, Katie has worked with global B2B and B2C brands and led client initiatives at creative agencies.

Here’s a glimpse of what you’ll learn:
• [0:00] Intro
• [0:42] Katie Mack’s nonlinear career path to marketing
• [4:15] What is eyebobs?
• [8:15] The challenges of balancing brand awareness and performance marketing
• [11:50] How to communicate marketing goals with leadership teams
• [15:11] Katie's approach to building an effective marketing team
• [21:06] Strategies for measuring brand and performance trends
• [31:26] Core marketing lessons for brands

In this episode…
Creating scalable performance marketing strategies and generating brand awareness remains a top concern for many consumer brands. How can brands balance and measure these elements while maintaining relevance in the marketplace?

Sales and marketing leader Katie Mack executes marketing and awareness goals by building strong teams and facilitating collaboration with senior leaders. This requires maintaining clear communication and involving teams and leaders in campaigns from start to finish. Katie also emphasizes understanding consumer behavior and creating consistent messaging across all channels. When analyzing results from your efforts, assess short- and long-term metrics and compare them with competitors.

In the first episode of Chief Advertiser, Samir Balwani hosts Katie Mack, VP of Marketing and Ecommerce at eyebobs, to discuss strategies for brand awareness and performance marketing. Katie shares key marketing insights from her career, how she communicates marketing goals with leadership teams, and how she analyzes and integrates marketplace trends.

Resources mentioned in this episode:
Katie Mack on LinkedIn -   / katie-mack1  
eyebobs - http://eyebobs.com