Co-Founder @ ATTN Labs | Scaling E-Commerce Growth

As the co-founder of ATTN Labs, I help growth stage eCommerce brands (10-100m arr) scale their new customer acquisition.

We do this through relentless problem solving,

focused on driving new customer acquisition.

This means relentlessly testing campaings and tracking results.

Looks like this:
↳clear reporting & communication
↳incrementality focused marketing
↳real-time reporting with your team
↳solving your problems (not the ones we've decided are important)

We've worked with some of the fastest growing brands of 2022-2023 in these categories:
↳ retail
↳food & Bev
↳snacks
↳supplements

We like to work closely with a select group of clients.

This allows us to work with them on:
↳ CRO
↳ creative development
↳ influencer recruiting and whitelisting
↳ thoughtful channel expansion
↳ retention, upsell/crosss-sell programs
↳ product bundling and offer creation

Basically we like to take on the whole DTC growth piece,

but, 

we are open to starting small.

If you are interested in learning more click the link at the top of my profile,

or, click through on my featured section to book a call.,

Ian Lenny

Are you a DTC brand that wants to go $0->$5M in the next 18 months?

Here are 32 actionable pieces of advice, delivered in 1 line.

(#19 is the most underrated)

Foundations:

1. Find your problem 
2. Have evidence you can solve it better cheaper or different
3. Select 3-5 distribution partners before you launch.
4. Get whitelisting contracts in place
5. Book 2-3 podcasts per quarter at least 6 months out
6. Refine customer understanding through initial customer interviews
7. When you have too many customers transition to surveys

Media Buying I:

 8. Meta is THE demand gen channel for DTC brands
 9. If you don't agree see Triple Whale BFCM spend roundup by channel
10. Experiment aggressively with creative
11. Experiment carefully with campaign types
12. Understand how Meta ad auctions work (actually read documentation)
13. Retargeting is an adjunct to retention marketing 

Media Buying II

14. Google is a crucial part of DTC paid media 
15. Understand which channels can work for your brand 
16. Have a plan for rolling out the different Google channels 
17. Make sure your attribution can de-duplicate 
18. With 2 channels you need a way to understand cohorts by attributed channel 

Lowering CPAs

19. Create a testing backlog with ad styles
20. Prioritize your tests
21. Create a system for creative feedback (Motion to start)
22. Find or recruit UCG creators (Bilo to start)
23. You need at least 1 batch per week (Konstant while hiring)
24. Make sure your whole team can see which tests have worked and why
25. Create channel and offer specific landing pages
26. For inspiration click through on ad library creatives to non-PDPs

Not Losing Money

27. Setup basic cohort analysis using something like Lifetimely by AMP 
28. Check product specific cohorts focusing on 120-day LTVs
29. Are your lower CPA offers creating high LTV customers
30. Don't forget about coupon codes and influencer commissions 
31. So we're analyzing cohorts by "gross margin" not revenue
32. Regularly check your actual P&L

What am I missing?

Tell me in the comments.

Amazon

US Paid Media @ Amazon

Decoded Advertising

Director of Social & Digital Investment

d.Luxury Brands

Director of Paid Media

Reprise Digital

Manager, Paid Social- @GoPro, @ColumbiaSportsWear, @Movember

Merkle

Senior Social Media Strategist - Warner Brothers, Theatrical

Canvas Worldwide

Social Media Strategist- Kia Motors America

Advertising Operations Specialist

WestRock

Designed fully specified research model to better predict client ordering.

Collected quantitative data for inventory management modeling and analyzed using advanced                         econometric techniques like linear regression.

Business Analyst Internship

Eckerd College

Appointed by Economics department head to tutor micro-economic courses to Eckerd College's adult learning program (PEL).

Economics Tutor

Self-directed research on local businesses.

Analyzed both quantitative and qualitative issues with a sample of over 100 employees using linear regression modeling.

Research project determined higher employee job satisfaction was based on employees perceived self-worth rather than compensation

Research Associate

• Appointed to Board of Directors after one year of service. 
• Conducted campus tours for prospective students, organized open houses and special events. 
• One of three students selected from 60 students to work with admission team.

Student Ambassador

• Elected by student body as one of 13 representatives. 
• Responsible for implementing quality of life improvement projects for students, such as enhancing student living amenities and planning campus events. 
• Recipient of an award from the Deans of Eckerd College recognizing my hard work, leadership, and impact on the Eckerd College Community.

Senator

Prezi

Created first-ever marketing campaign that custom tailored Prezi’s cloud based presentation platform for Eckerd College.

Participated in regular world-wide planning conference calls, learned marketing skills which included how to create, implement, monitor and measure multi-channel marketing campaigns.

Worked with a team of students from Austria, Bulgaria, India, Indonesia, Iran, Peru, and USA.

Brand Ambassador

WHO AM I: A senior-level executive with 7+ years of multi-channel marketing innovation, and exceptional brand leadership. A high-impact ecommerce and omnichannel marketer, with strong subject matter expertise and interpersonal skills. A strategic executive marketer who loves to roll up his sleeves, solve complex challenges and build & lead teams to consistently deliver innovative and ROI-positive results. An expert in aligning strategy with organizational goals and driving results through brand and performance marketing campaigns. Grounded in the founding Kaizen Principles of “continuous improvement in life and business”.

Key strengths, attributes, and areas of expertise include the following:

•Ecommerce - UX/UI, Conversion Optimization, Testing, Content Management, Digital Merchandising, Site Marketing, Analytics, Personalization, experience driving and converting profitable online transactions

•Digital Marketing & Acquisition -  SEM, Display, Email, Retargeting, Affiliate, Paid Social, Video, Social, Sponsorships, Partnerships

•CRM – Deep understanding of customer retention, community, and maximizing customer lifetime value

•Creative Design – Manage, conceptualize, and drive brand campaigns, lead creative design teams and assets approvals across web experience

•Marketing – Skilled in leveraging both traditional (TV, Radio, OOH) and Digital Marketing campaigns.

•Brand Development – Positioning, Segmentation, Messaging, Product Innovation, Voice, and Tone

•Data Focus – drive results through data, conversion rate, abandoned cart, average orders, units, bounce rates, device-specific, and segmentation

•Team Builder – Proven ability to recruit, build, inspire, lead, mentor, and motivate high-performing teams

•Large & Small Companies – Effective in environments with lean resources and a fast pace

•6+ years of diverse Performance Marketing, Digital, Ecommerce, and Brand Marketing experience

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The Battle

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Engagements

Likes

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