The People of Digital Marketing

Shelagh Dolan is the Content Marketing Manager at Quora, where she has led the content strategy for Quora for Business, the platform’s advertising division, since June 2022. With over a decade of experience, Shelagh has a proven track record of crafting content strategies that align with sales goals and drive growth for global B2B brands. Before joining Quora, she held key roles as the Director of Content Marketing at eMarketer and Senior Content Marketing Manager at Business Insider. Topics and questions we covered in this episode include: * The key skills every entry-level content marketer should focus on developing in 2025 * The things that HAVEN’T changed in marketing (and probably won’t) * Shelagh’s process for launching new product features * How to prove that content is bringing in revenue and ROI? * Shelagh’s advice for finding (and getting) great marketing jobs * The challenges people don’t talk about when it comes to managing a team And more! Important Links You can say hello to Shelagh on LinkedIn here - https://www.linkedin.com/in/shelaghdolan/ [https://www.linkedin.com/in/shelaghdolan/] You can find me on LinkedIn here- https://www.linkedin.com/in/kennysoto [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 [http://www.davidcuttermusic.com]

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/ [https://www.linkedin.com/in/nikkilindgren/] You can connect with me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ [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 [http://www.davidcuttermusic.com]

Kristin Fracchia is a growth and marketing exec who has helped scale companies from early stage to public, including Chegg and Magoosh. She is an unabashed generalist and lifelong learner, who has flexed between roles leading marketing, growth, sales, product, finance, business development, and business operations. Her current passions are helping companies leverage AI to their advantage and mentoring early career leaders. Prior to working in tech, she obtained a PhD and dabbled in academia, earning an excellence in teaching award from the University of California.    Questions and topics we discussed in this interview include: * How Kristin is learning about new tools like Clay.com [http://Clay.com] to stay adaptable as a marketer in this budding field of GenAI * How should marketers think about getting their brands more visibility on gen AI tools and chat-based search tools like ChatGPT? * What’s the business impact that obtaining AI visibility would have on business growth? * What is generative engine optimization (GEO)? And how is this field emerging and evolving? * What tools can marketers use today to determine how their marketing is being impacted by genAI? * What should marketers tell their leadership teams about how genAI search may impact their marketing strategies and how we should all start adapting And more! You can connect with Kristin on LinkedIn here - https://www.linkedin.com/in/kristinfracchia/ [https://www.linkedin.com/in/kristinfracchia/] You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ [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 [http://www.davidcuttermusic.com]

Shelia Rondeau is a driven and experienced executive with expert proficiency in providing unsurpassed leadership and revenue growth in dynamic, fast-paced, competitive business environments. She’s fully capable of leading a full array of enterprise marketing responsibilities, as well as general business operations, building foundations that enable the companies she works with to scale for growth. She is currently a Fractional CMO and CEO for her company MOGXP. Questions and topics we discussed in this interview include: * The story of how MOGXP began * What it takes to obtain big-name clients like Toyota, Budweiser, Walmart, and more. * The common marketing challenges big brands face when it comes to customer experiences * Experiential marketing defined * How college ambassador programs are a great example of experiential marketing programs (done the right way) * The current state of experiential marketing and its effectiveness as a marketing channel And more! You can connect with Sheila through LinkedIn here - https://www.linkedin.com/in/sheilarondeau/ [https://www.linkedin.com/in/sheilarondeau/] You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ [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 [http://www.davidcuttermusic.com]

Pat LaCroix is the EVP of marketing and commercial strategy at Seekr, a leading artificial intelligence company specializing in transparent content evaluation. For over 20 years, Pat has worked inside major consumer brands and advertising agencies. Prior to Seekr, he held a variety of global marketing leadership roles at Bose, where he was responsible for brand marketing, media, digital, social and partnerships with relevant brands such as NFL, Amazon, Disney, and Spotify to name just to name a few. During this time, he was recognized in the “Sports Business Journal” with the “40 under 40” award. Questions and topics we discussed in this interview include: * He explained how past roles prepared him for his leadership at Seekr * Pat provided an inside look at Seekr’s mission and explained his responsibilities within the company * He addressed the challenges he faces in his role * Pat shared insights on Seekr’s biggest marketing challenge for 2024 * Pat introduces us to the PIE framework (performance, image, and exposure) that all marketers need to know if they want to get promoted And more! You can connect with Pat on LinkedIn here - https://www.linkedin.com/in/pat-lacroix-1883506/ [https://www.linkedin.com/in/pat-lacroix-1883506/] You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ [https://www.linkedin.com/in/kennysoto/] Near the end of the episode, Patrick also mentions the PIE framework (performance, image, and exposure) that he used to get promotions throughout his career. If you want a deeper dive specifically into this subject, check out this article I wrote about it on Medium - https://medium.com/@KennySoto/why-doing-a-good-job-isnt-enough-here-s-a-slice-of-p-i-e-for-my-marketing-homies-dce789fc2cf6 [https://medium.com/@KennySoto/why-doing-a-good-job-isnt-enough-here-s-a-slice-of-p-i-e-for-my-marketing-homies-dce789fc2cf6] 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 [http://www.davidcuttermusic.com]