Host Nikki welcomes Leslie McIntosh, Founder of Brand Botany and a highly sought-after Fractional CMO and Strategic Advisor.
Leslie brings a rare combination of 20+ years of enterprise leadership at global CPG giants like L'Oréal and Revlon and five years of hands-on experience as an e-commerce founder. She shares how this dual background uniquely positions her to help high-potential brands scale and grow.
Leslie details her "Fewer, Bigger, Better" campaign philosophy, explaining why focusing resources on 4-6 key annual activation moments creates far greater impact than a scattered, always-on approach. They discuss how to build a resilient Plan B for when a major launch underperforms and why monitoring and optimization are the necessities of modern marketing.
The conversation dives deep into the market tensions driving today's strategies. As investor capital tightens, founders are under extreme pressure to prove ROI and incrementality. Leslie recounts a pivotal "aha moment" from her own business where she learned why "all growth or all traffic is not great traffic"—a crucial, foundational lesson for any brand prioritizing sustainable growth.
Looking forward, Leslie advises on strategic risk-taking, sharing her bets on emerging channels like CTV, Performance Audio, and Reddit. She closes by offering powerful personal advice on why your voice matters and how investing in your assets provides the cushion and confidence to pivot your career.
Episode Breakdown:
01:00 | Introduction: Enterprise CPG Experience to Fractional CMO
01:21 | The Founder Experience: Lessons from Building an E-commerce Brand
02:57 | Fractional CMO Model and Bandwidth for Impact
04:51 | Campaign Strategy: The "Fewer, Bigger, Better" Philosophy
06:57 | The Necessity of Plan B: Monitoring and Optimization
10:13 | Founder Lesson: Why "Bad Traffic" Kills Growth
14:27 | Current Market Tensions: The Demand for ROI and Incrementality
19:37 | Future Channel Bets: CTV, Performance Audio, and Reddit
24:10 | Personal Advice: Investing for Confidence and Career Pivots
Visit Pennock’s website for more resources: https://www.pennock.co/
In this episode of The Pennock Knockdown, we're joined by Mia Umanos, founder and CEO of ClickVoyant, an analytics company that helps DTC brands turn marketing data into actionable insights. Mia leads a team that acts as a turnkey analytics department for brands like For Love and Lemons and Ursa Major, helping them identify what's working and what's not. ClickVoyant also partners with CRO platforms and agencies to improve conversion rates and campaign performance.
Mia discusses her journey from a big agency job to starting ClickVoyant, driven by the observation that many brands, especially those under $100 million in annual revenue, ignore crucial website data and shopper behavior. She highlights the common disconnect between marketing and e-commerce teams, which can lead to missed opportunities, such as sending traffic to a homepage when a more specific landing page is needed. Mia emphasizes the importance of a scientific approach to conversion rate optimization (CRO) and experimentation, contrasting it with a non-scientific approach of simply guessing or copying competitors. She also shares her mission to make analytics and CRO affordable and accessible, noting that ClickVoyant's lowest package is $750 a month, which includes detailed analysis and a roadmap for testing.
00:03 Meet Mia Umanos, Founder & CEO of ClickVoyant
01:29 From Big Agency to ClickVoyant
03:00 The White Space of DTC Analytics
04:00 Why So Many Brands Ignore Website Data
05:30 The Importance of a Scientific Approach to CRO
06:24 The Disconnect Between E-commerce and Marketing Teams
08:46 The Challenges of Siloed Teams
10:03 Changes in the Digital Landscape
11:20 The Growth of CRO and Experimentation
12:19 When a Brand Should Seek Help
13:45 The True Benefit of CRO
15:46 The Difference Between Ad Platforms and CRO Data
17:59 ClickVoyant's Unique, Science-Based Approach
18:54 The Dangers of Copying Competitors
20:22 Staffing a Specialized Analytics Team
21:08 Making Analytics Accessible and Affordable
23:26 Where to Connect with Mia
24:17 A New Product Mia is Excited About
25:13 Advice to Her Younger Self
Visit Pennock’s website: https://www.pennock.co/
In this episode of The Pennock Knockdown, we're joined by Lisa Raehsler, founder and CEO of BigClickCo, a recognized leader in paid search strategy. With 18 years in digital marketing and 15 years running her own business, Lisa unpacks how agencies and businesses can maximize performance by expertly integrating AI into Google Ads and other paid media channels.
Lisa shares her journey into the specialized world of PPC, her diverse work with B2B, healthcare, e-commerce, and agencies, and what excites her most about the rapid AI advancements across ad platforms. She powerfully debunks the myth that AI can replace human expertise, detailing why strategists are more crucial than ever for developing tailored strategies, catching AI's mistakes, and managing rapidly evolving features. We also dive into underrated channels like Microsoft Ads and Reddit for reaching highly engaged audiences, and discuss the future of targeting and trackability amidst evolving privacy landscapes. Lisa's insights extend beyond the ad platform, emphasizing the critical role of landing pages and a cohesive strategy for overall success. Tune in for a deep dive into the evolving world of paid media from a true industry veteran.
00:03 Meet Lisa Raehsler, Founder & CEO of BigClickCo
01:24 From Marcom to PPC Expert
02:43 Lisa's Diverse Client Mix: Businesses & Agencies
03:38 How Lisa Fell into the PPC World
04:39 What Excites Lisa Most About AI in Ads
06:07 Why Humans Still Rule in Ad Management
08:46 Managing Complex Campaigns like Performance Max
09:51 Underrated Channels & Tactics: Microsoft Ads & Reddit
13:14 The Future of Targeting & Trackability
15:46 Why Clients Underestimate AI's Capabilities
17:35 The Critical Role of Landing Pages & Websites
19:58 Advice to Her Younger Self
20:57 Where to Connect with Lisa
Join us on the Pennock Knockdown as we chat with Hannah Awada, founder and CEO of Hummus Goodness. Hannah shares her incredible journey from accidental hummus maker to leading a brand dedicated to authentic, high-quality Lebanese hummus. Discover how she identified white space in a saturated market, maintained product integrity against all odds, and is strategically building distribution one region at a time. This episode is packed with insights on brand vision, overcoming challenges, and the power of patience in scaling a food business.
0:03 - Meet Hannah Awada, Founder & CEO of Hummus Goodness.
0:30 - Hannah's unexpected journey from teaching to hummus making.
1:18 - Identifying the "white space" in the hummus market.
1:32 - The Hummus Goodness commitment to authentic, quality ingredients.
2:49 - Standing firm on quality against investor pressure.
4:41 - The power of maintaining brand integrity: "Hummus made by humans."
5:47 - Strategic distribution: Growing in your backyard.
7:22 - Tracking effectiveness of retailer-focused marketing.
8:13 - The power of word-of-mouth for clean label products.
9:10 - Future growth: Expanding distribution & product lines.
10:14 - Why influencer marketing isn't a primary focus (yet!).
13:09 - Future marketing tactics: Demos, promotions, and coupons.
14:26 - Hannah's advice to her younger self: Be patient.
15:29 - Finding patience through her father's inspiring story.
16:20 - Overcoming unexpected roadblocks with creativity.
17:35 - Where to find Hummus Goodness & connecting online.
18:05 - World domination goals!
Visit Pennock's website: https://www.pennock.co/
Welcome to The Pennock Knockdown! In this episode, we're joined by Ian Chamandy, a seasoned expert with over two decades of experience helping organizations—and individuals—define their purpose and become uniquely remarkable.
Ian dives deep into his proprietary "Blueprint" process, revealing how identifying your core purpose in seven words or less can fundamentally transform how you operate and communicate. From shedding light on why so many brands miss the mark on positioning, to navigating the complexities of modern digital marketing, Ian shares invaluable insights on leveraging your unique gift to drive clarity and growth.
Discover why understanding your purpose is the most essential strategic asset any company (or person!) has, how it serves as a powerful decision-making tool, and how it truly differs from a simple value proposition. Whether you're an early-stage brand or a seasoned leader, this conversation will challenge your thinking about identity, strategy, and what it truly means to thrive in today's market.
Guest: Ian Chamandy, author of "Why Should I Choose You? Answering the Most Important Questions in Business in Seven Words or Less."
Find Ian at: sevenwords.biz
00:00 Introduction: The Power of Purpose & Blueprinting
01:07 Finding Your 7 Words: Transforming Confusion into Clarity
02:06 The Origin Story: From Copywriter to Strategic Purpose
03:52 Unpacking the Blueprint: Define, Operate, Communicate
05:02 Why Most Get It Wrong: The Untaught Art of Purpose
08:03 Every Brand Has a Purpose (Even If They Don't Know It Yet)
10:19 Vetting Clients: Aggressive, Progressive, Well-Capitalized
11:00 Case Study: Actuarial Firm Finds "Greater Degree of Certainty"
15:59 Niche vs. Purpose: How They Co-Exist in Business Growth
17:50 Blueprint in Action: Holt Renfrew's "Leading Style"
20:18 Timeless Purpose: Adapting to Change (Nike's "Just Do It")
22:52 Unexpected Advice: What Ian Would Tell His Younger Self
23:43 Connect with Ian Chamandy
Welcome to another episode of Pennock Knockdown, the podcast where we unpack winning tactics and strategies for digital marketing leaders in the DTC space. In this episode, hosts Nikki and Philippa Gamse dig deep into the essential elements of successful digital marketing in 2025.
Philippa, a seasoned digital marketing strategist and analytics consultant with over 25 years of experience and nearly 500 clients, joins Nikki to share fresh insights from her decades in the field. Together, they discuss why classic channels like email remain marketing goldmines, the evolving role of organic and paid digital tactics, and how to leverage analytics for real business growth - even if your brand is just starting out.
00:00 Email's Enduring Marketing Power
05:12 Making Social Media Impact
07:53 Micro Conversions Boost E-commerce Strategy
12:46 Balancing Digital Marketing and Networking
16:44 Importance of Website Analytics
20:38 Website Trust and Credibility
23:31 Marketing Insights & Networking Tips
25:06 Free Ebook: Five Hidden Gems
Visit Pennock website: https://www.pennock.co/
Welcome to another episode of Pennock Knockdown, this time host Nikki sits down with Leslie Llewellyn, founder and principal strategist at Selo Studios, to dive into the world of modern digital marketing and brand strategy. With over 20 years of experience working with both startups and global enterprises, Leslie shares her journey from agency life in New York to launching her own consulting practice, navigating the evolving needs of clients along the way.
00:00 From Advertising to Fractional CMO
03:22 Overcoming Imposter Syndrome in Business
09:46 "Importance of In-Person Events"
13:37 Integrated Social and Search Strategy
15:51 Importance of a Solid Brief
20:22 Branding's Experiential Future
21:54 Discovering Career Paths Through Internships
24:30 Enjoyable Experience
Visit Pennock website: https://www.pennock.co/
Welcome back to the Pennock Knockdown, the show where we dig deep into digital marketing strategies for e-commerce leaders. In today’s episode, hosts Nikki and Ivonna Young, founder of the Lavender Agency and a seasoned fractional CMO, get into the nitty gritty of building data-driven but highly creative marketing strategies, especially for DTC beauty, fashion, and lifestyle brands. Ivonna shares her unique approach to developing scalable marketing strategies for fast-growing businesses, her step-by-step discovery and strategy building process, and why she believes in focusing on the “fewest amount of right answers” to achieve growth targets.
00:00 Quarterly Marketing Strategy Process
05:03 Scalable Marketing for Growing Brands
07:10 Mid-Year Strategic Planning Insights
11:37 The Challenges of Brand Collaborations
13:16 Failed Fashion Collaboration Strategy
19:35 Collaboration Strategy for Brand Growth
22:30 Strategic Partnerships for Niche Brands
24:34 Navigating Business Challenges and Opportunities
27:13 Grateful Farewell
Visit Pennock website: https://www.pennock.co/
Welcome back to another episode of the Pennock Knockdown, where we break down innovative strategies for today’s digital marketing leaders. In this episode, your host Nikki is joined by Jessica Sikora, founder of Superbands - the nonprofit that turns music fandom into a force for youth mental wellness. Jessica shares her deeply personal journey, reflecting on how the emotional power of lyrics and the sense of belonging in fan communities inspired her to launch Superbands. Tune in for an inspiring conversation about how vulnerability, authenticity, and music can help change lives - and the way we market.
00:00 Crazy Music Passion Sparks Nonprofit
04:58 Empowering Fans for Mental Wellness
07:55 "Vulnerability as Leadership Catalyst"
10:38 Managing Mental Health Positively
15:27 Praising Ben & Jerry's Activism
16:25 Authentic Branding: Ben & Jerry's vs. Dove
20:51 Evolving Business Strategy Through Testing
23:18 Brands Taking a Stand
26:31 Stay Authentic; Don't Give Up
Visit Pennock website: https://www.pennock.co/
On this episode of Pennock Knockdown, host Nikki dives into the intersection of payments and digital marketing with Jonathan Fudem, founder and CEO of One Text. Joined by guest Evan Sargent, the conversation unpacks how One Text is reinventing the shopping experience by making purchases as simple as texting your hotel room number. Jonathan shares the origins of One Text - from his time on PayPal’s checkout team to the “aha” moment that sparked his vision - and how his platform flips the script on SMS marketing by focusing on payments first. You'll hear insights into real-world tactics that drive incremental sales for major brands, the pitfalls of emojis in SMS campaigns, and why true personalization is the next frontier in marketing.
00:00 Phone Number: Universal Payment ID
05:30 Revolutionizing Payment Systems
07:01 Proving Incremental Performance with A/B Testing
11:50 Cookie-Free Data Integration
13:40 Cart Recovery Challenges in Meta Apps
19:18 Emoji Challenges in SMS Marketing
21:40 Emojis in SMS: Test Before Using
24:51 Boost Conversion with Free Shipping
28:51 Embrace Risk, Take Strategic Bets
Visit Pennock website: https://www.pennock.co/
Welcome back to another episode of Pennock Knockdown, where we dive deep into powerful strategies for digital marketing leaders and innovators. Today, host Nikki sits down with the impressive Jennie Gao, founder of Versine Skincare and co-founder of Narisure, to explore her unconventional journey from Harvard Law School and prosecuting domestic violence cases in New York, to creating innovative consumer products in the skincare and health space.
00:00 Entrepreneur's Journey from Law to Skincare
03:15 Nasal Moisturization Product Development
06:34 Narasure's Amazon Launch Journey
12:31 Doctor Outreach Boosts Product Success
14:49 Non-Digital Marketing for Startups
19:09 Track Website Visitors with RB2B
22:10 Legal Degree Benefits for Brand Founders
25:09 Decision-Making and Business Resilience
Want to connect with Jennie or learn more?
Jennie’s LinkedIn: https://www.linkedin.com/in/gao-j/
Versine Skincare: https://www.versineskincare.com/
Narisure: https://www.narisure.com/
Visit Pennock website: https://www.pennock.co/
Welcome back to the Pennock Knockdown, where we dive deep into the strategies and real-world experiences shaping the future of digital marketing and brand building. In today’s episode Nikki sits down with Alisha Gallagher, co-founder and Chief Brand Officer at Mob Beauty. Together, they explore what it truly means to “do makeup better” by championing clean, vegan, and sustainable products—while keeping pro-level performance front and center.
00:00 Entrepreneurial Journey in Conscious Beauty
03:30 Makeup Brand Launch Amid Pandemic
06:45 Eco-Friendly Makeup Innovations at Mob
12:51 Participatory Transparency with Community Collaboration
13:58 Interactive Beauty Experience
19:03 In-House Social Media Essential
21:48 Trust Your Instincts Completely
24:24 Engage with @themobbeauty Online
Visit Pennock website: https://www.pennock.co/
Welcome back to another episode of Pennock Knockdown, where we dive deep into the strategies and stories that drive marketing success. In today’s episode, host Nikki sits down with Avery West, the founder of My Name Is Avery Marketing Agency. Known for her expertise in female-owned brand development and small firm launches, Avery shares her journey from agency and startup veteran—where burnout led her to an unexpected side hustle teaching swim lessons—to launching her own business rooted in supporting women-led brands.
00:00 From Marketing to Swim Lessons
04:06 AI's Role in Women's Healthcare
08:26 Misaligned Marketing Communication Issues
10:25 Confidently Assert Expertise
15:36 Embracing Imperfection in Branding
19:52 Transactional Nature of Paid Media
22:09 Embrace Your Strengths in Workforce
26:09 Team Building: Diverse Expertise Matters
27:31 TV Writers as Persuasive Hires
Visit Pennock website: https://www.pennock.co/
Welcome back to another episode of Pennock Knockdown! In today’s conversation, Nikki Lindgrern sits down with Amy Welsman, founder and CEO of Paume—an innovative brand redefining hand care. Amy shares her journey from being the first employee at Nyx, an intimate apparel startup, to launching her own entrepreneurial venture inspired by the challenges of new motherhood and the desire for better, more thoughtful hand hygiene solutions. You’ll hear how Paume navigated the unique terrain of launching during the pandemic, found its first loyal customers among new moms, and set out to carve a whole new category within the beauty industry by focusing exclusively on intentional, luxurious hand products.
00:00 Sanitizer Innovation in Early Motherhood
03:49 Dedicated Hand Care Brand Emerges
07:24 Core Customer Focus Drives Growth
13:07 Caring for Aging Hands
14:03 The Quest for Perfect Hand Cream
18:36 Niche-Focused Trade Show Strategy
23:15 Journey to In-House Meta Mastery
24:06 Optimizing Meta Spend in Beauty
30:03 Embrace Slow and Steady Growth
30:39 Shift to Sustainable Growth Mindset
This episode is packed with actionable insights for digital marketing leaders and founders at every stage. Let’s dive in!
Visit Pennock website: https://www.pennock.co/
Welcome back to another episode of Pennock Knockdown, the podcast where we dive deep into the strategies and tactics that empower emerging beauty brands to break through and scale. Today, host Nikki is joined by Anthony Standifer, co-founder and Chief Marketing Officer of mSeed Group—a contract manufacturer in the beauty space recognized for making both innovation and access possible, whether you’re creating 500 or 50,000 units. With over 25 years of industry experience, including a storied tenure at Revlon and a decade supporting more than 250 brands, Anthony shares his evolution from brand manager to manufacturer, revealing the realities of bringing beauty products from ideation to on-shelf success.
00:00 Corporate Experience Prepared Me for Ownership
05:01 Collaborative Product Development Partner
08:14 Mustard Seed Faith and Growth
09:40 Lowering Manufacturing Barriers
15:30 Innovative Clean Heat Hair Serum
18:55 Marketing Insights on Retail Packaging
20:13 Balancing Sustainability and Visual Impact
25:25 Convert Strangers to Customers
26:47 Keys to Success for Small Brands
30:34 Embracing the Unknown in Business
Whether you’re an early-stage founder, a seasoned brand manager, or just curious about what it takes behind the scenes to turn a skincare dream into a desirable product, this conversation is packed with actionable advice and honest reflections. Let’s jump in!
Visit Pennock website: https://www.pennock.co/
On today’s episode of Pennock Knockdown, hosts Nikki and Bellamy Grindl dive into the often-overlooked intersection between marketing and inventory strategy for digital-first retail brands. Bellamy, the founder of the boutique consulting firm Retailytics, brings her vast experience from both major corporations like Walmart and Gap, as well as fast-paced startups, to shed light on how emerging and early-stage brands can optimize their operations—especially when they’re working with high SKU counts in categories like apparel and beauty.
00:00 Retail Expert Turns Founder Advisor
03:19 Affordable Conversion Optimization Tool
07:48 Ad-Inventory Alignment for Conversion
12:36 Bridging Merchant-Customer Language Gap
15:13 Optimizing Inventory and Assortment
18:10 Fractional Work's Growing Value
21:35 Navigating Client Focus and Pricing
Check out the full episode to level up your digital marketing and retail operations game!
Visit Pennock website: https://www.pennock.co/
In this new episode of Pennock Knockdown, we dive into the dynamic world of digital marketing with Shayna Ventricelli, the CMO of Ivy & Co Studio. Join our host Nikki as she unpacks Shayna's fascinating career journey from New York City actor to co-founder of a fitness tech platform, and ultimately, a strategic leader in marketing. Shayna shares her insights on storytelling in brand marketing, the importance of bespoke content, and how to keep consumer engagement fresh and authentic.
00:00 Nine Lives to Fitness Tech
04:35 Wellness Brand Storytelling Insights
07:13 Wellness and Beauty Trends
11:51 "Advocating for A/B Testing"
16:01 Boosting Mid-Funnel Engagement Strategies
18:53 Klaviyo Loyalty and Integrations
21:21 Boutique Agencies Attract Big Brands
24:58 "Embrace Opportunities and Trust Skills"
27:30 AI Discussion & Contact Info
Tune in to get inspired and rethink your marketing tactics!
Visit Pennock website: https://www.pennock.co/
Welcome back to another episode of the Pennock Knockdown! In today's show, we're diving into the world of digital marketing with a special focus on the beauty industry. Your host Nikki is joined by an outstanding guest, Brianna Greenberg, an award-winning beauty industry leader and digital marketing expert with over 15 years of experience. From corporate giants to indie brands and influencer-driven businesses, Brianna has left her mark on some of the most recognized beauty brands by mastering e-commerce, content strategy, and social growth.
00:00 Pennock Knockdown: Digital Marketing Insights
04:56 Engaging Content Boosts Sales
08:26 Startup Trends: Dive In and Pivot
09:43 Engaging Live Streams on Tuesdays
12:55 Stratia's Reddit-Fueled Success
16:22 Event Accessibility Concerns for Gen Z
20:01 Marketing Missteps in Product Development
22:43 Tech Stack Audit for Revenue Optimization
25:24 Advocating Female Leadership at Work
Tune in for an insightful conversation filled with valuable advice for budding digital marketers and entrepreneurs!
Visit Pennock website: https://www.pennock.co/
Welcome to Pennock Knockdown, the podcast where we explore key strategies and tactics for those navigating the direct-to-consumer e-commerce space. In today's episode, our host Nikki is joined by Cleo Escarez, the founder of Redyoos, a Seattle-based startup dedicated to revolutionizing the jewelry industry through the circular economy model. Throughout their engaging conversation, Cleo shares her inspiring journey from a career in fashion and accessories to launching Redyoos, driven by her desire to align her business practices with her environmental values.
00:00 Rethinking Consumerism and Sustainability
03:58 Responsible Jewelry Lifecycle Solutions
09:19 Circular Partnerships with Goodwill
13:26 "Navigating Zero to One in Business"
16:24 Cleo's Organic Growth Success
19:32 Innovative Textile and Soap Recycling
21:30 Trust the Nonlinear Journey
25:32 "Redyoos: Jewelry Recycling Platform"
Tune in now!
Visit Pennock website: https://www.pennock.co/
In this episode of Pennock Knockdown, host Nikki dives into the dynamic world of branding with Evan Sargent, the innovative founder and CEO of Leap Year Branding. Evan shares her journey from creating stationery for her grandparents at age ten to founding her own branding agency. With a rich background in advertising, Evan explains the importance of embracing a strategic yet agile approach to branding, contrasting traditional lengthy processes with her own rapid, collaborative sprint method. She discusses the evolving landscape of healthcare and the exciting opportunities for disruption, notably through concierge medicine and alternative fertility clinics.
00:00 "From Design Student to Ad Exec"
03:51 Brand Misalignment Insights
08:11 Healthcare Disruption Opportunity
10:14 Accelerated Creative Innovation Sprints
12:54 Service Process Builds Client Trust
16:52 Intuitive Branding Approach
20:09 Brand Evolution: Gradual vs. Stark
22:38 AI Content Saturation Concerns
26:02 "Embracing Unconventional Paths"
Stay tuned to discover more and find inspiration!
Visit Pennock website: https://www.pennock.co/