E128: Holiday Offers vs Black Friday, Cyber Monday: Which Comes First?

“Don’t let perfect measurement get in the way of good marketing.”

How do Ridge, HexClad, and Jones Road each structure Black Friday, Cyber offers differently?

Connor MacDonald (CMO, Ridge), Cody Plofker (CEO, Jones Road Beauty), and Connor Rolain (Head of Growth, HexClad) share how holiday marketing campaigns pull their ecommerce brands in completely different directions.

Shark Ninja becomes the opening case study, spending big on creator activations without measuring returns. The hosts counter with their own tactics, mixing steep weekend deal drops with full brand rebuilds between sales. The riskiest move this season turns out to be a discount that costs a brand its most loyal customers.

Cody dives into Winks, a fresh sleep brand he and four other 9-figure executives are building from the ground up, and introduces Operators Build, the show capturing the entire journey from scratch.

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Motion

https://9ops.co/motion-runneth

Haus

https://www.haus.io/operators

NeonPixel

https://9ops.co/neonpixel

Richpanel

https://9ops.co/richpanel-mops

Proppel

https://www.weareproppel.com/operators

Aftersell

https://9ops.co/aftersell-mops

Chapters

00:00:00 Cody Talks Life After JRB

00:06:07 Meet the Operators’ Brand

00:08:53 Winks Persona Strategy

00:16:09 AI & Building w/o Devs

00:22:50 Shark Ninja’s Creators

00:26:07 But What About the ROI?

00:32:42 Measurement vs Marketing

00:37:35 BFCM vs Holiday Offers

00:43:51 12 Days of Deals Backfire

00:48:49 New Launches & Sub Risk

00:51:03 Early Access & Branding

00:54:43 December Retention Push