Nikki Lindgren, founder and managing partner of Pennock, is a leader in scaling DTC businesses through paid ads with a focus on helping female-led beauty brands. With expertise in digital media management exceeding $100 million, Nikki and her team leverage strategic advantages for impressive MER and ROAS.

Questions and topics we covered in this episode include:

• Nikki shares her story of how she founded Pennock
• When and how marketers should deploy ads to grow eCommerce businesses
• The nuances that come when doing any type of performance marketing campaigns for beauty products
• What constitutes a strong ad strategy in today’s market?
• The metrics that truly matter when it comes to doing media buying well
• The “learning phase” is defined (in as simple a way as possible)
• How to measure ad fatigue/campaign decay
• How much should brands spend on ads, where should that money go, and what should be the expected returns?
• What are your predictions for the future of DTC and performance marketing?

And more!

You can connect with Nikki on LinkedIn here – https://www.linkedin.com/in/nikkilindgren/

You can connect with me on LinkedIn here – https://www.linkedin.com/in/kennysoto/

Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more.

Music for this podcast comes from www.davidcuttermusic.com