Jake Abrams

I help 7-9 figure DTC brands with revenue & CAC | I write The Process, a newsletter about modern growth marketing | Sold 100K+ personal cooling devices

Consumer Marketing & Growth Leader.  

Brands I've worked with:

Caraway
Jones Road Beauty
Skylight
Canopy
Insurify
Naked Wines
Rugiet
Sundays For Dogs
Momofuku
Sunday Lawn Care

100+ others

Book a discovery call in the featured section below 👇

Founder

The lean DTC growth marketing partner that I wish existed when I was an in-house marketing lead. 

At Odyssey, we help 7 & 8-figure DTC brands increase revenue & ROAS by finding the right combination of:

- Messaging
- Audience targeting
- Media channel allocation
- Creative

https://www.growodyssey.com/

Over the last 90 days, I built a brand from scratch: category research, product formula, name, brand design, packaging, and website.

I used AI for probably 85% of the process. 

But here's what nobody talks about: the other 15% required humans. And that 15% made all the difference.

So I documented the process, and I'm giving away the breakdown for free.

What's inside:
- How I used Claude as a thinking partner for category research
- The naming process (including 2 failed brand names)
- How I used AI to develop the actual product formula
- Where AI's "yes-man problem" almost killed me
- The top 1% designer conversation that changed everything
- Why I spent 30+ hours on packaging with AI and still needed a human to finish 
- How I used Nano Banana Pro to generate my product imagery
- Where I'm drawing the line on AI-generated content vs human content

Bonus: A usable framework for knowing when to push AI harder vs. when to bring in a top 1% human to help.

I've been in DTC marketing since 2017 and run a creative agency working with 50+ brands. This doc is everything I learned the last 90 days trying to build my own thing with AI as my primary collaborator.

Want the full 2123-word outline and 16-minute Loom video?

Like this post and comment "BUILD" and I'll send it over 👇

♻️ Like & repost if this would help someone in your network ♻️

Creative-led growth for 8-9 figure consumer brands | Writing about AI & advertising | Sold 100k+ personal cooling devices

My 81 favorite BFCM/holiday ads from the past few years. 

This is not another "inspiration board" with random creatives.

It's a curated Foreplay.co collection of ads that actually work during peak shopping season.

Here's what makes these different: 

→ Written for people actively shopping right now 
→ Designed for bottom-funnel audiences hunting for deals 
→ Built for comparison shoppers evaluating your product vs. competitors 
→ Crafted for buyers comparing your solution vs. failed alternatives

PROBLEM THIS SOLVES: 
Most brands don't realize that BFCM / holiday creative is a completely different category of advertising.

Your audience isn't browsing. They're hunting. They're comparing. They're ready to buy but need the right specific reason to choose you.

Meanwhile, many brands are running the same top-funnel creative they use year-round, wondering why it fails. 

WHY THIS IS CRITICAL: 
The next 35 days aren't really about awareness or consideration. Your audience is in active shopping mode.

They're not asking "Do I need this?" They're asking "Should I buy this one or the other one?" and "Is this actually a great deal?"

So I built a Foreplay board with 81 of my favorite ads. Including a bunch of formats you could make with footage you're already sitting on.

Want the Foreplay board link?

1. Comment "BLACKFRIDAY" below
2. Like this post
3. Make sure we're connected so I can send the link

P.S. I'm sending the link to anyone who comments by Friday

We're hiring for multiple creative strategist roles (junior through senior). 

Honestly it’s because our strategists keep landing incredible roles at amazing brands that they can’t turn down (I’m proud of them).

Our people have been hired by Athletic Greens, Gruns, and other best-in-class DTC brands. 

You're a good fit for this if:
- You have a feel for making TikTok's that get lots of views
- You can work across data, taste, and creation
- You believe the next winning ad is 1 deep insight away
- You're AI native & use it as a strategic / operational partner

What we offer: 
- 100% remote work
- Make ads for best-in-class brands & build an elite portfolio
- Cutting edge creative strategy: AI, elevated shoots, native content
- In-person team event in January in Miami
- Insane growth potential, we promote fast

Links in comments 👇

JSESSIONID

li_at

Talks about #dtc, #careeradvice, #growthmarketing, and #digitalmarketing

Need to hire a freelance TikTok Shop / Affiliate strategist. 

You're a good fit for this if:

- You've grown multiple TikTok shops to over $100k a month
- You're an operational psychopath who enjoys wrangling hundreds of affiliates
- You have an innate feel for making viral TikTok content
- You can build an incentive structure that drives creator participation 
- You're AI native & use it as a strategic / operational partner

I don't care about resumes. Just send me a well-written DM with the names of 2-3 specific brands you've grown on TTS and the exact role you played in making the growth happen. I'll double check your work on Kalodata.

Matthew McConaughey's 'private LLM' idea is actually what every creative strategist needs in 2026. 

The people who are making fun of him for it are totally missing the point.  

My agency ships 2000+ video ads / month across 40+ brands.

Broad AI creative strategy tools are a waste of time. All they do is make it faster to generate a higher volume of mediocre content. Nobody needs that. 

What CS's actually need are narrower context kits:

- AI trained on ads they actually won, and why they won
- AI with vision into their ad account data
- AI that analyzes that data like an expert performance marketer
- Agent that knows exactly how to analyze customer reviews
- Micropersonas specific to the brand they are writing for
- Voice, and messaging guidelines specific to brand they are writing for

So that when a CS asks "how do I improve this skincare ad," the answer is actually valuable and based on a competitive advantage specific to them / the company they work for. 

McConaughey gets it. He wants an AI that thinks like him, not like everyone.

That's what we need as creative strategists.

I've been playing with Octo the last few weeks, and they are seriously onto something within this category of AI tech.

Dropped the link to the tool in the comments.

21 ways to find your next $100K spend ad:

1. Build an Airtable database that organizes all of your existing winners, making it easier to turn 1 win into 10 wins.

2. Use N8N + Apify to capture TikTok creators who are consistently hitting 100K+ views in your category, then scrape their email addresses to do outreach.

3. Set up Claude Desktop and use that as your primary writing zone, with all of your data flowing into projects that are specific to each part of the creative process. 

4. Mine Amazon reviews with AI agents to find the exact trigger events customers use before buying, then turn those into hook concepts.

5. Use Wispr Flow to voice-note analyze every ad that made you stop scrolling this week b/c your subconscious knows what works.

6. Make it a habit of writing down the specific creators that you see amazing partnership ads from, and have a $10/hour offshore person do systemic outreach.

7. Use Motion (Creative Analytics)'s Social Listening Agent to process 500+ customer reviews in 3 minutes and extract the psychological frameworks that drove purchase

8. Start your ads mid-moment. 

9. Analyze your top-performing ads with the Audience/Angle/Offer framework.

10. Put your best 4-5 creators on $1K-$5K monthly retainers instead of chasing new talent. Make it easier on yourself.

11. Use Octo to analyze groups of ads together, and automatically build storyboards for new ads to make based off of the undeniable proof in the ads that worked. 

12. Just launch your ads as partnership ads, stop playing Meta on hard mode. 

13. Use Adology.AI's "god view" to watch every signal related to your brand on the internet.

14. Use Arcads to make a comedic podcast related to your product, using Nano Banana to place your product onto one of the podcasters.

15. Actually allow a good thought to pop into your head, write it down, then talk through it with Wispr Flow into Claude.

16. Take something that's already a winner and do format multiplication: normal UGC becomes a staged moment, podcast version, street interview version.

17. Give open-ended briefs to strong up-and-coming TikTok creators via TikTok Shop affiliate program - let them run wild with commission-only structure and cash bonuses. 

18. Use Sora 2 Pro to generate beautiful cinematic b-roll that allows you to create brand new concepts with existing footage. 

19. Build an agent that analyzes your customer support tickets for recurring pain points, then creates creative concepts that address those specific objections.

20. Create a systematic workflow where you feed viral TikTok transcripts to Claude and have it help you do script re-writes that don't suck.

21. Start posting TikToks yourself. You'll learn the importance of writing incredibly specific caption hooks that break through.

TLDR:
- AI workflow = a competitive advantage 
- Human taste = your strategic filter 
- Outrageous operating speed = market domination

My $1.2M BFCM disaster nearly got me fired from an 8-figure brand. 

So I created a 103-item checklist to make sure it never happened again. Drop a comment on this post and I'll send you the entire checklist. 

Now back to the story....

I was so obsessed with our Black Friday email campaigns.

But I ignored the 3 flows that drive the bulk of BFCM revenue:
→ Welcome flow 
→ Cart abandonment 
→ Browse abandonment

Be honest with yourself: When's the last time you locked yourself in a room and made every single email within those 3 flows as strong as possible?

Omnisend data shows that:
- Email automations account for just 2% of email volume but drive 37% of email sales.
- 87% of automated orders come from just these 3 flows

Most brands haven't touched them in months.

Looking back, I was leaving a massive pile of on the table because I wasn't making optimizations likes these for BFCM:

- Making our Black Friday offer crystal clear ATF in every email
- Ensuring cart abandoners saw their exact products + our discount
- Adding urgency with clear deadlines to every flow
- Personalizing welcome sequences based on how people signed up

Inbox competition during BFCM is brutal.

The time you spend making every single email within these 3 flows perfect is so much more important than forcing your team to take another design pass at your campaigns.

Omnisend is great for DTC operators & agency owners b/c it makes it simple to nail these 3 flows:

- Email + SMS + push all working together
- Dynamic product recommendations that actually work
- $68 ROI for every $1 spent

Your BFCM campaigns will get opened once. Your automations work 24/7.

Focus aggressively on the 2% of volume that drives the bulk of your sales. 

---

👉 If you want to try Omnisend for 30% off for your first 3 months, check the link in the comments. 

---

And to grab my 103-Item BFCM Preparation Guide:

1. Comment "BFCM" below
2. Like this post
3. Make sure we're connected so I can send the link

P.S. I'm sending the link to anyone who comments by Monday

#Omnisendpartner

99% of creative strategists confuse looking busy with real insights:

→ They group ads from different channels together
→ They compare testing campaigns against proven winners
→ They set identical CPA targets across Meta / TikTok / YouTube

Because of this, the "analysis" ends up being meaningless.

They're comparing apples to oranges to bananas.

→ Conversion campaigns mixed with awareness campaigns
→ New channel performance held to mature channel standards
→ Creative tests evaluated against scaled winners

The result is bad decisions based on weird data.

"This ad failed" - no, it was a test in a testing campaign.
"TikTok doesn't work" - no, you expected Meta-level ROAS on day one.
"This format underperforms" - no, you compared video views to conversions.

To actually generate insights, evaluate creative within its own context:

1. Group by objective first. Conversion campaigns together. Video views together. Awareness together. Never mix them.

2. Separate testing from scaling. Your testing campaigns should have 10-25 ads where you're taking big swings. Don't compare those against your proven winners running at scale. Different purpose, different benchmarks.

3. Adjust expectations by channel. A new TikTok test won't hit your Meta ROAS targets immediately.

This is why a media buying foundation is so critical for creative strategy.

And why I'm willing to pay for tools like Motion, because it makes it simple for junior / mid-level CS's to build these segments with filters and actually evaluate the creative properly.

The strategists who understand this will always out-analyze the ones just making pretty decks.

P.S. Motion is hosting a 2026 Ad Creative Trends event in a few weeks. If you want to stay ahead of what's coming, link to register is in the comments.

How to survive and thrive as a DTC brand in the age of AI:

First off, ruthlessly copying what works is a strategy. I'm not going to pretend it doesn't work. AI makes it way, way easier. 

If a competitor's hook is crushing, study it. Rip it. See what happens. "Lift & Shift" can be a percentage of your creative output. 

But if 100% of your strategy is copying, you're screwed.

The brands I see actually breaking through right now aren't the ones who copy best. They're the ones who push past the baseline from a point of originality.

TikTok is the cultural tastemaker for the internet right now. The brands I constantly see in my TikTok feed aren't playing it safe.

Hismile. Underbrush. Hiyo. Pete's Pasta. Stan Store.

These companies aren't ignoring what works. They're paying attention to proven ad structures and formats, but injecting something unmistakably theirs. 

People can sense the difference. They can sense the difference between a brand with a genuine point of view and one that's trend hopping.

The AI age makes copying easier than ever. Which means it's easier for anyone to make content that is "competent."

But that means the gap between "competent" and "extraordinary" is widening every single day. 

Brands that win in 2026 will have a portfolio approach.

Don't make copying 100% of your strategy.

2026 will be the best time in history to be a Creative Generalist. 

Because AI makes it possible to get your vision to 85% done, and as long as you have the network to take it the remaining 15%, you are unstoppable.

Don't let anyone tell you that you need to "pick a lane."

The future belongs to the people who can see the big picture and make it become a reality insanely fast.

Built an AI owl podcaster in ~20 minutes with Arcads & Nano Banana Pro.

Used Nano Banana Pro to generate the owl + podcast setup:

“A wise owl sitting at a podcast table in a cozy moonlit library, warm ambient lighting, vintage microphone in front of the owl, owl wearing this exact black sleep mask, leather-bound books in background, intimate podcast studio setting, cinematic lighting with soft golden shadows, professional yet cozy atmosphere.”

Then I used the Sora 2 in Arcads to make the 8-second demo video. Provided the script and some subtle motion notes.

Is it ridiculous and unserious? Yeah, and that’s the point. 

This is the category of AI-produced content I’m actually excited about. You can think of a wild idea, and then make a demo in like 20 minutes. AI tools like Arcads remove so much of the friction.

Comment "PROCESS" and I'll send you the exact tool stack and step-by-step process I used to make this demo. 

---

P.S. Arcads is running a BFCM promo where you get 50% OFF all annual plans, so now’s a good time to sign up and try this workflow for yourself. Link in first comment. 

#ArcadsPartner

70% of your creative time should be spent on the first 3 seconds.

I always knew that the hook mattered. But after growing my own TikTok from 0 to 19.2K in a few months, feel like I have a different level of understanding now.  

The hook actually is EVERYTHING. 

And the hook is 3 related elements, all working together:

1. The written caption
2. The voiceover
3. The visual action

Most people are lazy and make the caption the same thing the person is saying. 

The best creative strategists connect all 3 elements to make something that people won't scroll past. 

Seeing our team pay attention to the details and put this into action makes me feel awesome.

1,358 people commented on a STOLEN viral post about AI Kobe Bryant.

I jumped in to offer my perspective, as someone who writes about AI every day but also worked in real sports marketing with pro athletes. 

I don't love dunking on people, but here's the problem I had with that viral post:

First off, the guy stole the content word-for-word from someone on Twitter. It's not his video. It's not his workflow. It's not even his hook.

Now onto the content itself (which wasn't even his):

Even if Kobe Bryant were still alive, there is a 0% chance Nike would ever make a consumer-facing ad like the one this guy posted (that he didn't even make himself). 

The video was useful as a prototype video, but if they were actually launching something like that it would probably tank their stock price.

The writing was AI slop, it made no sense.
The voice tried to sound like Kobe, but didn't.
AI Kobe was dribbling and dunking all weird. Super glitchy.
People hate the AI-ification of everything.

In reality, here's what would actually happen if Kobe was still alive:

Nike would organize a shoot with the real Kobe Bryant. 
It would cost a lot of money. 
The writing would have soul. 
He would dribble and dunk like Kobe, because it would actually be Kobe. 
He would sound like Kobe, too, b/c it would be his actual voice.

The AI process that the poster described is actually a massive unlock for the pre-production process. They could use the prototype video to pitch a campaign to Kobe. Way more powerful than a storyboard + 3rd party references.

But the real Kobe Bryant would HATE the video that he posted. The team responsible for it would be fired immediately.

So to me: when someone writes a post about text-to-video replacing consumer-facing Nike ads with real NBA stars is disingenuous.

I'm laughing tat my desk right now b/c there are so many layers to this latest LinkedIn grift:

AI Overhype + Stolen Content + "Fire Everyone" Hook

- Marketer & massive NBA fan

388k people have watched my TikTok about why a brand backed by the Paul Brothers, Mr. Beast, and other massive influencers is totally failing.

Here are the spark notes for why I believe the sales are so underwhelming:

1. If your positioning is wrong, nothing else matters. It's a shaky foundation. Better ads, more spend, bigger influencers...none of it will fix a broken core message.

2. Celebrity without trust doesn't worked like it used to work. People are smarter now, and they value authenticity over pure celebrity influence.

3. You can't do problem-based marketing when the problem is an insecurity nobody thinks they actually have.

Follow me on TikTok for more breakdowns like this. Link in comments.

A 9-figure brand I've been studying is driving 50M+ organic TikTok views a month with this wild new growth strategy. 

Horizontal scaling through organic TikTok carousels.

Here's what they figured out:

They / one of their partners own dozens, maybe hundreds of TikTok accounts. Not branded accounts. Third-party accounts about topics adjacent to their product.

Each account posts 5-10 times per day. Faceless slideshow content. Educational. Entertaining. No hard sells.

The product shows up on slide 4 or 5. So it's super subtle selling.

Heard they're getting sub-$4 CPMs on organic reach. That's lower than TikTok ads. Way lower than Meta.

The impression quality may even be higher because people are actually engaged with the content. Not skipping an ad.

Honestly I almost didn't write this post. This feels like a real short-term arbitrage window. But most people reading this won't take any action anyway. 

So here's how it works, step-by-step:

1. Creative strategy matters.
If you sell toothpaste, you don't make 20 toothpaste accounts. You make accounts about fresh breath facts. Dentist tips. Dating advice. Morning routines.
Spread the themes across anything adjacent to your vertical.

2. Then you need a content engine.
Use Claude to write carousel prompts at scale. Tools like GenViral and Reelfarm help with templates and posting across accounts. For your product shots, use Nanobanana Pro to generate realistic lifestyle images.

3. Account warming is real.
New accounts posting aggressively get banned. There's a process to warm them up. You can also buy pre-warmed accounts in Discord communities if you want a head start.

This solves the linear / declining growth problem I keep seeing with brands stuck on the Meta hamster wheel. 

This is massive short-term arbitrage that every 8 & 9-figure brand should be exploring for 2026. 

Want the full 11-minute video breakdown?

- Like this post
- Comment "TikTok"
- Make sure we're connected so I can DM you

Award Winning Fortune 500 Growth Marketing Executive | Coached 15,000+ tech workers | Ex-Google | Ex-LinkedIn

I’m drawn to bold, future-forward missions.
The kind that demand reinvention and challenge the status quo.

From leading never-done-before initiatives at LinkedIn across the Venture, Electric Vehicle customers, B2B retail, and Finance/Decentralized finance segments, to driving early adoption of AI-powered marketing solutions at Google to deliver on double and triple digit growth to $1B, I thrive at the intersection of innovation and impact.

Big bets are where I feel most alive,
whether that’s shaping new business frontiers,
or pioneering industry shifts before they become mainstream.

Equally, my passion for people runs deep.
I’ve coached over 15,000 women at Google
 through a program that continues to empower talent today. 

Guiding the next generation to step into their potential isn’t just part of my work… 
It's my life’s mission.

If you have an opportunity where you're looking: 
- for  someone to join as an Independent Board Member, 
- to partner on a thought leadership piece or branded content
- to hire a speaker to talk about the future of work with AI
-  or C-Level to grow your brand while driving  revenue growth at Scale.  
contact me.

If you aspire to transform yourself into a bold leader, discover my top 5% method below:
https://www.top5percentmethod.com/
Reach out at: hello@Drivingimpact.io

Katheline Jean-Pierre, MSc

They wanted me to stay silent.
They wanted me to stay small.
30,000 followers later, I learned to be UNAPOLOGICALLY myself.🔥🔥🔥

My LinkedIn family is now 30,000+ strong.
But the number isn’t the story.
Non, non, non... 🤦🏾‍♀️
The story is everything I had to overcome to get here. 

I overcame:

“You’re going to destroy your career!”
 → The 10+ text threads telling me I was insane for posting every day.
 Three years later, those same people got laid off… and came back asking how to grow their LinkedIn and launch their consulting business... 🫠 

“Who does she think she is, posting like that?”
→ Yes, that one came from former coworkers. 
They wanted me to stay silent. 
They wanted me to stay stunted. 
But I’ve learned: envy is just praise in disguise. 
So I exited the room to be able to shout and shine louder.

“Your sister isn’t scared of losing her job? She posts so much.”
 → Those same voices who reached out to my sister to complain, later asked me for advice...

And then there were the mornings when my posts went live while I was still asleep…. and I’d wake up to Andrea Henderson, SPHR, CIR, RACR in my inbox saying:
 “It’s 5am in LA, you’re probably sleeping...  I handled comments from your trolls.”

Wow. Thank you girl. 

That’s understanding.
That’s community.
That’s support.

She knows I’m a single mom of a toddler 
running a business the best way I can.

Some days I need to sleep.
Some days there are typos.
Some days two posts go out at once.
Some days an old post I forgot to delete goes live... 🙃 
Yes, that happens.

 C'est pas facile, mais c'est vrai! 
Andrea has had my back.
YOU have had my back.

And I’m grateful for you all:
for showing up,
for sharing our collective light,
for walking with me whether I was half-awake, sleepless or fully present.


30,000+ is a milestone,
but it’s also nearly 10X from when I started at 3,300.
When I was scared about what people thought of me.
Scared about 'getting out there'.
Scared of 'being seen'.

If you're reading this... 
This is a reminder that consistency, courage, 
and community matter MORE than approval.

You will find your own tribe.
You will align with your true purpose. 

Andrea Henderson, SPHR, CIR, RACR and I will be hosting a career webinar on December 9th at Noon PDT.  
I will ping the Zoom link in the comments SOON. ⬇️ 

You can "Ask us anything." 
Bask in the fun.
Come hangout. 
This will be an open mic.

Now, I wasn't sure which picture to post so I posted both. If you had to choose one, which one would you choose for this milestone post?

Comment below 👇🏾

LEFT →The "I'm laughing out loud picture - LOL"

or

RIGHT → The more serious and 'appropriate' one. 


P.s.: Now I'm going back to bed. (just kidding but not kidding). 

♻️ Repost because your girl would love more impressions and more community.

Award Winning Fortune 500 Growth Marketing Executive | Chief Growth Officer | Coached 15,000+ tech workers to Build a Career they Control | Ex-Google |

Culture is how people feel years after they leave.

I still miss my best bosses.
Even now, I catch myself quoting them in meetings.

Their stories became MY stories.
Their wisdom, MY compass.

Those 1:1s we had?
I can still feel the safety of that space.
How they listened. 
How they invested.
How they made me feel seen.

But I also still sweat when I think about the others.

The ones who saw me as a resource to drain.
Who took credit for my work.
Who made me feel small,
when I should have felt empowered.

Years later, 
(and your nervous system still remembers).
Leadership leaves marks.

You might think culture is your mission statement or your company values hanging in the lobby.



But culture is:

1/ What your team carries in their bones long after they've turned in their badge.

2/ It’s the stories they tell about you.

3/ The way their chest tightens or opens when your name comes up.

4/ The lessons they learned about power and how it should be used.

5/ It’s the lingering feeling when they think about their experience. 


Every interaction you have as a leader is writing itself into someone's story.

So what story are you writing?
Will your people miss you?
Or will they spend years unlearning the damage you left behind?


_________________
♻️ Repost to help others reflect on the best cultures they've had.
Hi 👋🏾 If you’re new here, I’m Katheline Jean-Pierre, MSc I share high-performance strategies, and systems to maximize your impact.

Award Winning Fortune 500 Growth Marketing Executive | CRO | Coached 15,000+ tech workers | Ex-Google | Ex-LinkedIn

The most future-ready professionals 
aren’t choosing between corporate or entrepreneurial paths anymore.

 Instead of following old career maps, they are:

• Building portfolio careers that evolve with them

• Launching new income streams without quitting their jobs

• Reinventing themselves and breaking into industries they actually care about


Because the new power move isn’t picking a lane…

it’s designing your own.

That’s why I created The Top 5% Method®: 
a dedicated space to help ambitious professionals build what’s next.

Step-by-step.

One brick at a time.

🔑 Tell us about your goals: https://lnkd.in/gSjNSxT5
📌 Join the waitlist: https://lnkd.in/dfk8B-WT.
➕ Learn more about your coaches: https://lnkd.in/gtyHmpgp

Award Winning Fortune 500 Growth Marketing Executive | CRO | Coached 15,000+ tech workers to Build a Career & Business they actually control | Ex-Google

Carve Your Parallel Path, Your Own Portfolio Career

My friend’s client gets 40% of his leads from ChatGPT.
 Yes… ChatGPT.
 AI search + LLM traffic is quietly becoming his #1 lead gen channel.

As someone who made a living selling Google Ads to performance advertisers for 10 years:  partnering with CMOs, CROs and entire growth teams...

Even I can say it:
Search is undergoing a full-blown rewrite. 
Especially brand discovery.

And with that rewrite?
A brand-new vocabulary every CMO, founder, marketer and growth team needs to understand.

Thankfully, Chris Donnelly broke it all down in the infographic below.

If you touch revenue, marketing, SEO, product-led growth or GTM in any way… check this out.

Because ranking on Google is no longer the finish line.
The search volume inside LLMs is exploding.

Which means GEO / AEO / AIO / SXO are becoming the new competitive edge.

The best part?
 It’s still early.
 There’s time to be ahead of the curve being diligent about learning new strategies.

Here’s the new landscape 👇🏽

🧩 SEO — Search Engine Optimization
Rank through keywords & backlinks.
 Pros: Proven, long-term authority.
 Cons: Slow + competitive.
 Win by: Targeting high-intent keyword clusters and refreshing content.

🧩 GEO — Generative Engine Optimization
Optimizing to be cited by AI engines (ChatGPT, Perplexity, Gemini).
 Pros: Early-mover advantage, trust-building, new traffic source.
 Cons: Impact is harder to measure.
 Win by: Entity-rich content, forums, structured data, clear tables & FAQs.

🧩 AEO — Answer Engine Optimization
Optimizing for zero-click answers + AI overviews.
 Pros: Instant authority.
 Cons: Click volume drops.
 Win by: 40–60 word answers, schema, PAA question coverage.

🧩 AIO — AI Optimization
Ensuring your brand appears accurately in AI outputs.
 Pros: Builds trust whenever AI surfaces you.
 Cons: Limited influence on training data.
 Win by: Consistent, structured content across credible sources.

🧩 SXO — Search Experience Optimization
Optimizing the entire on-site experience so visitors convert.
 Pros: Turns traffic into revenue, boosts retention.
 Cons: Requires strong CRO + aligned messaging.
 Win by: Fast UX, mobile-first design, aligned content, clear CTAs.

Oui, oui, oui.
It's happening now. 
Brands will either be found… or forgotten. There’s no middle.


If you want to stay visible, and competitive in 2025 and beyond:
Start learning these terms. Start applying them. Start experimenting.


♻️ Repost to help founders, CEOs, CMOs, CROs and growth teams stay ahead of the shift. 
🔔 Follow me Katheline Jean-Pierre, MSc for more growth driving strategies in the evolving world of AI.

Katheline Jean-Pierre MSc

Award Winning Fortune 500 Exec | I Coached 15,000+ tech workers to Build a Career & Business they Love | Ex-Google

You’re missing out on $782,000.
Yes, that’s close to $1,000,000
in earnings!
I’ve spent 10 years figuring out how to fix it. 
Then built a system around it.

Stanford found that women lose precisely $782,000 in lifetime earnings. 

The stat is real. 
$782,000. 
That's not a typo.

But here's what Stanford didn't say: why does this happen?

It's not because women work less.

I've coached thousands of women who outwork everyone in their org.

It's not because they're less qualified. 
Some of the smartest people I know are invisible, because they don't know HOW to make their impact visible to the people who decide on promotions.

They think visibility = bragging. 
So they hide.
And keep hiding…

They think their work should ‘speak for itself’. 

So it whispers instead of roars.

They think asking for recognition is "difficult." 

So they ask for nothing…

And every year that passes, 
the $782,000 gap grows. 😨

Here's what I learned after coaching thousands women at Google:

Visibility isn't vanity. 

It's architecture.

It's a system.

And like any system, you can learn it.

The women who close the visibility gap aren't naturally self-promotional. 

They're strategically intentional about three things:


1) They know WHO needs to see their work (not everyone)
2) They know WHAT that person needs to see (not everything) 
3) They know WHEN to show it (not always)

That's it.
It's not complicated. It's strategic.
And it works.

The women I teach this to see an average of +18% salary increase within 12 months. 

More importantly: they stop waiting for permission.

If you're doing great work but not being seen, 
the problem isn't you. 
It's that nobody taught you the system.

That's what my Career Academy is for.

📌📌📌Comment "VISIBLE " and I'll send you the framework.

♻️ Repost if you know someone who could use these simple career resets.

There are 3 types of career pivots. 
Most people only know about one.
Here's why it matters. 👇🏾

In my career, I've made many career moves from:
- Editorial to product
- Product to marketing
- Marketing to sales
- Corporate to entrepreneurship 
- Entrepreneurship to corporate,
and I changed geographies twice.

Career design isn't just about "follow your passion" or "climb the ladder."

There are three distinct ways to redesign your career,
and each one requires a totally different strategy. 

Hear me out, here are the 3 types:

1) The Lateral Shift 
(same level, different function)
- For: People with credibility who need a new challenge
- Advantage: You keep your network, your title relevance 
- Risk: You're not seen as an "expert" in the new space

2) The Climb & Pivot 
(move up while moving sideways)
- For: People building multiple competencies before a bigger move
- Advantage: You gain seniority + proof you can cross domains
- Risk: Takes longer. Requires patience.

3) The Leap 
(leave entirely, rebuild from scratch)
- For: People willing to take a risk for alignment 
- Advantage: Full reinvention. Permission to be new.
- Risk: You lose institutional credibility. You start over.

I've done all three. 

And each one of these requires a whole different operating system!

Most people try strategy #3, when they actually need strategy #1.  
Get this straight. 

Then they burn out, 
start feeling like failures, 
and blame themselves unnecessarily.

The problem isn't them. 
The problem is:
they didn't match the strategy to their actual situation,
instead of matching it to their core aspiration.

Now off to you: 
Which pivot are you in right now?
Or which one should you be in?

♻️ Repost to help others explore their rightful career path. 
Hi 👋🏾  If you’re new here, I’m Katheline Jean-Pierre, MSc I share high-performance strategies, psychology, and systems used by top 5% achievers to maximize your impact.

Make an Intentional Career Pivot

She joined as a neurodivergent young woman feeling alienated. Six weeks in, her words changed: 'I feel more empowered to pursue my career.' 
Here's what actually shifted.

What she says:
"Ever since joining the Top 5% program, I've been holding myself more accountable by checking in with my peers and leaders. This is a results-based course, which has helped me become more comfortable stepping outside my comfort zone, motivating me to stick with my goals. As a neurodivergent young ethnic woman I can truly say this course is truly worth it and I feel more empowered to pursue my career than feeling alienated."

Read that again. 
She went from Alienated → Empowered.

And that's not motivational. 
That's transformation.

Here's what i actually know: 
The objections aren't really about time, industry, past failures, or money. 
They're about trust. 

You need to trust: 
✓ That this actually works (it does, look at her transformation) 
✓ That it will work for you specifically (it will: the framework is universal) 
✓ That the time/money is worth it (it is, the ROI is clear) 

That trust is earned by seeing proof. 
Sahra's testimonial? 
That's proof. But it's HER proof, not yours yet. 

So here's what I offer: One free consultation call. 
30 minutes. 
No pitch. 

Just: I ask about your actual situation 
You ask about the program 
We figure out if it's the right fit 
That's it. No obligation.

Because not everyone should join this program.
If you're comfortable where you are, don't join.

If you're waiting for it to be "the perfect time," it will never be. 

If you're looking for motivation or inspiration,  there's free content for that. 

But if you're ready to actually design your career, 
to stop playing by someone else's playbook and build something intentional, then let's talk.

Build a Career You Actually Control

Careers are becoming more like career roulette. 
You're not choosing between security or freedom anymore. 
Here's what actually works.👇🏽

Career ladders are becoming obsolete. 
Portfolio careers give you both: 
The corporate path and the entrepreneurial path.
Portfolio careers make you agile in the age of AI.

Traditional ladders trap you in fiefdoms and zero-sum games.
Portfolio careers give you:
 flexibility, experimentation, and growth on your own terms.


Here’s the framework:
Build your career like a diversified portfolio:
- Stability: your paycheck
- Growth: your next opportunity
- Passion: your edge

You can do the same by being nimble, open-minded,
and using AI to build your own one-person company.

Your next edge might not come only from climbing.
 It’ll come from solving meaningful problems,
and exploring high-skill areas,
all while giving your best to your day job!

💬 Comment 'PORTFOLIO' if you’re ready to future-proof your career.
♻️ Repost to help someone carve their own path.

Future-ready professionals aren’t choosing between corporate or entrepreneurial paths.

They’re building portfolio careers.

I stayed in the same role for 2 years because I was too good at saying yes.
Then my manager asked me one question that changed everything:

“What project are you working on that decision-makers know about?”

I froze.
Because the answer was: none.

That’s when I learned:
Being helpful and being promotable are two different career paths.

If you're stuck doing “office housework,” 
you’re not lacking talent,
you’re lacking visibility.

📌 Flip the carousel to discover a different approach.
📨 DM me “STRATEGIC HOUSEWORK” and I’ll show you the framework that gets women promoted.

BE STRATEGICALLY VALUABLE

Who's winning the race of intent and discovery? 
AI AI AI AI. 
Aie aie aie, Yes that's right. 

I did not partake in Cyber Monday shopping,
But this year:
$7.5B in global sales were influenced by AI,
on Cyber Monday alone. 

That's not a trend anymore, 
that's the new baseline!

Flip through this carousel to learn how intent and discovery were won by AI this Cyber Monday.

- AI influenced pre-purchases
- It boosted Buy Now Pay Later usage
- It served as a strong assist in the conversion funnel

🔔 Follow me Katheline for more growth driving strategies in the evolving world of Artificial Intelligence, Marketing, and Sales.

Award Winning Fortune 500 Growth Marketing Executive | Coached 15,000+ tech workers to Build a Career they Control | Ex-Google |

AI Won Buyer Intent Cyber Monday 2025, Discover More

In 2012, I was driving AI adoption at Google when AI was still science fiction. We had no roadmap. We built one as we went. That was a career game-changer.

It wasn't flashy,
it wasn't s*xy,
it was effective.
and It made our customers a TON of money.

What it made me realize about myself is that:

There are two types of career moves:

➊ Type 1: Fill the Box (Secure & predictable)
Execute the existing playbook.
 “Here’s the role. Here’s what success looks like.”

➋ Type 2: Build the Box (Terrifying & undefined, but electric)
Invent the path while you walk it.
 “We need something new: go figure it out.”

Reflecting back recently, I realized that in my career I’ve only ever thrived in Type 2. In the terrifying path. 😅 The leap, the reinvention.

2009: Launched Deloitte's GTM strategy with digital and social media.
2012-2022:  Drove Google's AI adoption before anyone believed it was real.
2022-2025: Built things that didn’t exist yet in emerging verticals at LinkedIn.
2006-2008: At Flickr, scaled the commerce photo marketplace globally.
In my personal ventures, I’ve created programs, companies, and frameworks from scratch.

The past 15+ years taught me:

Most people fear Type 2 moves because they think:
 “I need to know how before I start.”

But in Type 2 work, you learn how by starting.
Because reinvention isn’t magic, it's not woowoo 🔮  , it’s a system:

If you’re stepping into a Type 2 move: a reinvention, a leap, or if you're building something new, and don’t know where to start:
I’ve done this. I teach this.

_____
📌 Discover my career Accelerator: https://lnkd.in/gSjNSxT5
👉🏽 Apply and tell me about your vision: https://lnkd.in/dfk8B-WT
⤵️ Join an upcoming free Masterclass: https://lnkd.in/gpZBxYxK

A young black women working in tech at deloitte google and linkedin

I built things that didn’t exist yet.

Thanksgiving just passed. If you're grateful for 2025, great. 
If you're not, this is your sign to start completely fresh... 
In French, we call this "Faire table rase".

What it means: start afresh, make a squeaky clean slate, 
make the hard reboot! Oui, oui, oui.

Many people treat goal-setting like a ritual...

What it should be is a STRATEGY. 
Your own strategy.
Your mastermind.
Your plan to win.

As we are giving much needed thanks this season, 
this is your invitation to focus on the real drivers of success. 

It's time to "Faire table rase" on your goals and the broken systems.

It's time to adopt a squeaky fresh attitude,
 and reboot your mindset with these 4 things:

•⁠ Being grateful.
•⁠ Cherishing the present moment.
•⁠ Adopting a fresh new mindset.
•⁠ Do the hard goal reboot based on data, not feelings.


Flip through the carousel to get a light start on your 2025 reflection.
This is also your moment to STOP repeating malfunctioning 2025 habits as we head into 2026.

Most people treat New Year goal-setting like a ritual,
but you're not most people. 
Build your strategy now. 

Comment 'STRATEGY' if you want me to sit at your 2026 strategic mastermind table discussion.

♻️  Repost to help others start afresh with a TABLE RASE mindset. ♻️ 
📣 Follow me for more career advancement and personal growth insights with a French flair (From Quebec, not from France 😉 ).

Award Winning Fortune 500 Growth Marketing Executive | CRO | Coached 15,000+ tech workers to Build a Career they actually control | Ex-Google

YOUR 2025 GOALS DIDN'T WORK. BUILD ONES THAT ACTUALLY DO.

I worked at Linkedin for 3 years, and the wildest part is that...
I grew 10X faster AFTER I left.
From 3,301 to → 31,154 followers.

And reached Favikon’s Top 1% Creator Global ranking.

For me, the real breakthrough wasn't in the number.
It was finally OWNING my voice,  fully and unapologetically.

I went from: 

Overly self-conscious to... FREE
Guarded to... UNLEASHED
Paralyzed to... UNAPOLOGETIC

Growing on this platform while the algorithm is changing is hard.
It is also both an ART and a SCIENCE...

It’s okay to feel lost, because what used to work doesn’t anymore. 
it's okay to feel confused because it feels like you're stalling.
But, you gotta find your own way.

Today I am spilling tea 🍵 on how smaller accounts can navigate the LinkedIn algorithm changes.

Joined with Exec search pro  Andrea Henderson, we will share LinkedIn Tips and CAREER navigation tips  too.

📍 Save your spot and Join us For Free 📍 
 TODAY at Noon PDT / 3PM EST on Zoom.
 https://lnkd.in/gtTAjTpZ  
*This webinar is sponsored by Graphy. 

_________
👋🏾 New here? I'm Katheline Jean-Pierre, MSc Founder of the Top 5% career accelerator. I help tech workers feel more secure in their career: https://lnkd.in/gSjNSxT5  | Apply here: https://lnkd.in/dfk8B-WT

Award Winning Fortune 500 Exec | I Coached 15,000+ tech workers to Build a Career & Business they Love| Ex-Google |

The portrait of a Black woman celebrating her wins. On the left in Black and White, it is written "Thank you with 3 hears". On the right in color she smiles profusely and it is written Thank you with 3 hearts. 

I’m drawn to bold, future-forward missions.
The kind that demand reinvention and challenge the status quo.
Over the years, I’ve learned something about myself:

I’m at my best when the path doesn’t exist yet.

From leading never-done-before initiatives at LinkedIn,
 to driving early adoption of AI-powered marketing solutions at Google 
before AI was a thing,
I’ve always gravitated toward the intersection of innovation and impact.

Big bets are where I feel most alive.

Whether it’s shaping new business frontiers
or pioneering industry shifts before they hit the mainstream,
reinvention is my default mode.

But the work that fuels me the most?
People.
I’ve coached over 15,000 women at Google through a program that continues to empower talent today.
Guiding the next generation to step into their potential isn’t just something I do 
—
it’s my life’s mission.

So if you’re exploring opportunities that need a leader who builds what doesn’t yet exist, let’s talk.

I’m open to:
- Independent Board Member roles
- Thought leadership partnerships + branded content
- Speaking on the Future of Work & AI
- C-Suite roles driving innovation + revenue at scale



📨 DM me or Reach me at: hello@DrivingImpact.io

You might not like what I'm about to say:
But if you're not getting ahead in your career, I need to tell you something… 
It’s not because you’re not talented. 
It’s not because you’re not working hard. 

It’s because you don’t have a PLAN.
You don’t have a SYSTEM.
You're flying blind.

After 19+ years inside Google, LinkedIn, Yahoo, and Deloitte,  I noticed one pattern over and over:


The people who rise quickly?
They don’t leave their career to chance.

They have a system for visibility.
A plan for positioning.
They have a framework for asking for more, and actually getting it.


😔 The ones who stay stuck?
They work hard. 
They’re brilliant.
 But they’re flying blind.

Here is what I've observed from participants who've joined the program:
 
Before the Top 5% Method® Career Accelerator:
Anxious about job security
Unsure how to ask for a raise
Watching less qualified colleagues get promoted
Stuck in the same role for 3+ years

After the Accelerator:
✅ A clear roadmap for your next 1-3 moves
✅ Confidence to negotiate without fear
✅ Visibility with the right decision-makers
✅ Promotions, salary increases, new opportunities

The difference?
We work with you to develop a system.
A SYSTEM for career growth instead of hoping it happens.
The Top 5% Method® isn't motivational stuff. It's the exact playbook that worked for 15,000+ Google employees. And more…


Now, off to you. 

Your plan is waiting.

The January 21st cohort starts soon. 

We have 30 spots left. 

Yes, it's your ‘new year better system’ message. 

DM me "Career" and let's talk about your next move.
More details in the comments.

The image of a woman in front of a library. She is an expert career coach. She trains people on systems and having plans.

“I’ve been feeling invisible. I’ve been promised a promotion for 3 years… with no change. This has to stop.”

That's what she told me in our first coaching call. But... I hear this story all the time. When high-achieving overlooked professionals come to me, they feel under-recognized, and unsure how to make a change. And their manager doesn't help. 

Let me tell you something... 

Nothing changes until YOU decide to design your career on purpose.

A lot of talented professionals have relied on hope:

They hope they get the promotion.
They hope a head hunter reaches out.
They hope their manager notices how hard they work.
They hope the next opportunity magically appears. Tadam!


What I've seen works:
- Breakthroughs are BUILT.
- Coaching HELPS.
- You make LEAPS when you gain clarity.
- You follow a clear direction and a path.
- The confusion and the noise slowly disappears.
- That's how la crème de la crème MOVES.
- That's how high performing professionals quantum leap.

That’s why I created The Top 5% Method® and its core framework, The VIVID System: a proven methodology used by 15,000+ professionals to create quantum leaps in their careers.

It clarifies your next chapter, surrounds you with the right community,
validates your direction, aligns your actions, and helps you turn momentum into long-term growth.

This is how transformation really happens: by DESIGN.
that's how La crème de la crème keeps ELEVATING.

And the results?
- Promotions with double-digit compensation jumps.
- Career pivots once considered impossible (in just 28 days!!!).
-  A renewed sense of confidence, clarity and a plan of attack!
- Average salary increases of 28%.

Your next level unlocks once you start DESIGNING,
and you stop WAITING.

The next Career Accelerator cohort begins January 21st, 2026.
 🔥 Only 30 spots left. 🔥

You might be living  in your head. You get stuck,confused, uncertain....
When facing an important decision, you revert back to inaction,
 or even worse, you overthink it.  
Which is all procrastination in disguise. 

The fear of getting ahead is keeping you stiffled and stuck.

The fear of being seen is keeping you invisible. 

The reality?
Your dream job is already here.
But only if you could believe it. 
Only you could claim it. 
Only you could  prepare for it.

Unfortunately, the battle has already been lost in your head. 

What can you do about it? 
Envision that it’s already yours.
Envision the transformation.

After 16+ years at Google, LinkedIn, Deloitte, and scaling my own company, I've learned something most people miss:

The role isn't the problem. 
The stretch isn't the problem.
Your relationship to it is.
You start doubting yourself. Second-guessing every move....

The call to clarity is that:
Sometimes the fear isn't of failing. It's the fear of finally getting ahead.

Your dream job? 
It already exists in your timeline.
Not someday. Not when you're "ready." 
Right now. Right there.

Believe it. Claim it. Prepare for it. Envision it as already yours.

Because the moment you start showing up as the version of you who has the thing… Your career begins to transform.
The promotion conversations change. 
The opportunities start finding you. 
The path becomes clear.

✨ Your next chapter is already unfolding.
✨  We're seeing it in the Top 5% career accelerator: participants are getting promoted 5 weeks in, not 10 weeks in. 
✨They get their clarity 3 weeks in and charge forward full steam ahead 💨 💨 💨 
✨ Once they get clear on what they want, they jump in and make it happen.

Do you want that for yourself?

—
👠 Follow me for bold career elevation frameworks that blend strategy + belief + action because you need all of them to break into the top 5%.
📍 Curious about how to accelerate your career?  Discover how to feel more secure in your career: https://lnkd.in/gSjNSxT5 | 
 📥   Apply to the career accelerator now:  https://lnkd.in/dfk8B-WT

LinkedIn's algorithm doesn't reward 'perfect.' 
Here's what it actually prioritizes 👇🏽
(most people get this wrong).

Come get the real real LinkedIn tea 🍵

In case you haven't gotten the memo...
LinkedIn isn’t just for networking anymore.

It’s the most powerful platform to build a personal brand, 
to grow your career, and to unlock your next best opportunity.

But most people struggle with visibility, confidence, and consistency.
Trust me, I've been there. More than I'd like to admit.

This live session spills the real LinkedIn tea 🍵.
with Executive Search Pro, Andrea Henderson, SPHR, CIR, RACR,
I'll be chatting about what actually works, what doesn’t, 
and how to show up with clarity, confidence, and authenticity.

🔥 You’ll learn:
 • Common mistakes that kill your reach, and how to avoid them
 • How to define your voice and post with confidence
 • What the algorithm really prioritizes
 • Content that builds trust and visibility
 • A simple system for staying consistent

🔥 And Also:
• How to attract clients, recruiters and opportunities

Whether you’re just starting out or ready to level up, this session will help you take your LinkedIn presence to the next level.

👉🏽 Save your seat and start building the brand that attracts opportunities. 
Sign-Up on Zoom: https://lnkd.in/gtTAjTpZ


♻️ If LinkedIn still feels like a mystery to you, don’t miss this. Repost to spread the word further.

Alax Kaur, Harshita Porwal and 1 other connection attending

View event: The Linkedin Tea: Unleash Your Voice To Attract Recruiters, Clients & More!

The Linkedin Tea: Unleash Your Voice To Attract Recruiters, Clients & More!

What changed this Black Friday?
Discover the Big Shift from 2024 → 2025

Black Friday 2025 revealed a transformation in how Americans shop. Online sales hit a record $11.8B (+9.1%), but Salesforce shows the rise was driven by higher prices: average selling price up 7%, items per transaction down 2%.

Mobile officially dominated, generating 55.2% of online sales ($6.5B). In-store traffic was mixed, signaling the continued shift toward digital-first shopping.

Top sellers? 
Cosmetics, clothing, luxury accessories, toys, electronics, and appliances. BNPL surged again, driving $747.5M (+8.9%).

The biggest shift:  AI-driven shopping exploded, with referrals from AI tools up 805% YoY.

Cyber Monday is projected to hit $14.2B, and holiday spending is expected to pass $1T for the first time.

The message?  The consumer has changed, and digital, mobile, and AI now lead the way.

Tell me, what have changed for your business?
___________

♻️ Repost to help founders, CEOs, CMOs, CROs and growth teams stay ahead of the shift. 
🔔 Follow me Katheline Jean-Pierre, MSc for more growth driving strategies in the evolving world of AI.

I was talking with my girlfriend the other night,
about how much Linkedin has changed.
LinkedIn’s algorithm is not the same no more. 
And many people are running in circles. 

Join me and Exec Search Pro Andrea Henderson, SPHR, CIR, RACR 
as we sip and spread the LinkedIn Tea.

🔥 We’ll talk about: 
• How to attract clients, recruiters and opportunities on Linkedin

Whether you’re just starting out or ready to level up, this session will help you take your LinkedIn presence to the next level.

Tuesday December 9th Noon PDT / 3 PM EST: 

👉🏽 Save your seat to start building the brand that attracts opportunities.
Sign-Up on Zoom: https://lnkd.in/gtTAjTpZ

P.S.: Me, quietly waiting to spread the LinkedIn Tea 🍵.

taplio

The Battle

Jake Abrams

Katheline Jean-Pierre, MSc

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taplio

The Battle

Jake Abrams

Katheline Jean-Pierre, MSc

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jake Abrams's LinkedIn Performance

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