Head of Content @ LASSO | Co-host of That's Marketing, Baby | Delivering daily cheat codes for small content teams

I'm a creative director turned content marketer and strategist with more than 20 years of experience conceptualizing and executing breakthrough work for B2C brands like Eggo, Rice Krispies, Blue Cross, Cottonelle, and McDonald’s, and B2B brands like Fastly and Island.

I have a knack for leading cross-functional teams toward a common goal, bringing order to the oft-chaotic creative process, crafting insight-driven global campaigns, and bringing stories to life via long- and short-form content.

Jess Cook

I've worked with a lot of talented people over the years.
 
But every once in a while, you meet someone who just 𝘨𝘦𝘵𝘴 𝘪𝘵 in every way that matters.
 
Annalisa Rodriguez is one of those people.

I had the privilege of working with her for a short time at Fastly.
 
And this week, she joined Vector 👻 as our Sr. Content Marketer Manager — a sentence that makes me so happy I could cry.
 
Annalisa has a journalism background that shows in everything she touches. Long-form, repurposing, content design... she's equally amazing at all of it.
 
But what makes her truly special is her ability to take the things people 𝘴𝘢𝘺, turn them into content that makes readers 𝘧𝘦𝘦𝘭, and connect it all to results when buyers 𝘢𝘤𝘵.

(Read: not a common skill.)

Bonus: she's already vibing with us in Slack, and keeping our cat-loving hearts fed with pics and videos of her kitties, Oreo and Darkness. 😻
 
With Annalisa on the squad, we now have four marketers at Vector. And for the first time, a real three-legged stool:
 
→ Product marketing 
→ Demand gen 
→ Content

(i.e. I feel like I just collected ALL OF THE POKEMON.)

Annalisa's going to be sharing how she builds content here at Vector. You'll want a front-row seat for that, so go give her a follow.

Then stand back, 'cause sparks are 'bout to fly, y'all.

3 years ago, ChatGPT was supposed to kill content marketing jobs. Instead, content marketers are becoming CMOs.
 
That's not a coincidence.
 
In the age of AI, anyone can spin up a landing page, launch a campaign, or generate long-form content in minutes.
 
That's useful. Really.
 
But it's also made one skill more valuable than ever: storytelling.
 
The marketers who understand how to build a brand, create ownable content, and connect with an audience in a way that AI can't replicate—those are the people snagging seats at the table.

And not just in content, but across 👏 every. 👏 single. 👏 marketing. 👏 discipline.
 
(I shared more on Behind Good Content with Peter Conforti recently. Peep the clip!)
 
In fact, it's the skill I'm building Vector's entire marketing team around.
 
👾 Alex Virden is the most story-focused PMM you will ever meet. She doesn't just "do positioning"—she crafts narratives, messaging, and truly delightful content that make marketers feel seen and our product make sense.
 
Kelly Arndt's content background means he gets something most demand gen marketers miss: storytelling makes or breaks your demand gen activities. You can have the perfect targeting and the slickest automation. But if your message doesn't connect emotionally? None of it matters.
 
As B2B gets more crowded and products become more commoditized, storytellers ARE the differentiator.
 
And if you're one of us? Lean into those skills. They're more valuable than you think.

Just back from an incredible week at Above the Fold where I ran six content workshops over two days. I have but three pieces of photo evidence I was even there.

1) Schnitzel dinner with my ride or die agency guy, Justin Dunham. We've had two Zoom calls a week for nearly 5 years straight and had yet to meet in person. It was worth the wait. (For both the hang and the schnitzel.)

2) Got to meet my buddy from across the pond, Luke Winter - the man, the myth, the legend behind our "Next best way" ads. We talked shop (obvi), and concerts, and about what we do when we're not at our desks. His hair is just as fab in real life.

3) My parents were also flying out of Detroit at the same time as me - something we only realized a few days before. So we met up for an early bird special before boarding. They paid, of course, because I'm only 42. 🥰

So glad I went. So glad to be home. So ready for this damn snow to melt.

I've been a VP for all of 4 weeks.

And I'm obsessed with learning from leaders ahead of me.
 
The shift from "doing all the things" to "leading the people who do all the things" is real. I love it. But I also know there's so much more to learn.
 
Which is why I am counting down the days until Exit Five's Marketing Leadership Retreat in March.

I want to see how seasoned VPs and CMOs are building their teams, scaling high-impact programs, actually using AI (not the LinkedIn version, the real version), and proving brand value to skeptical CFOs.

Not so I can copy them, but so I can put them to work in a way that makes sense for Vector 👻.
 
March 18-20 in Paradise Valley, AZ.
 
I'll be the Hermione of the group: taking a bajillion notes and being way too eager to ask questions.
 
If you're going, let's connect. I'd love to meet you!

If you want to go, there are still a few tickets left! 
You can get yours here: https://lnkd.in/gXdGx4u3

I have a rule I live by in marketing: Test small before executing big.

It's why I ran an influencer pilot before making it a full program.
Tested new messaging in ads before our repositioning launch.
And why I'm so excited about what we're announcing today...

Vector 👻 𝗶𝘀 𝗽𝗼𝘄𝗲𝗿𝗶𝗻𝗴 𝘁𝗵𝗲 𝗰𝗼𝗻𝘁𝗮𝗰𝘁-𝗹𝗲𝘃𝗲𝗹 𝗱𝗮𝘁𝗮 𝗯𝗲𝗵𝗶𝗻𝗱 𝗖𝗹𝗮𝘆 𝗔𝗱𝘀. 🎉 

Here's the metaphor that's been living in my head for this:

Clay is the proving ground. 🏁
It's where GTM teams experiment with signals, build enrichment workflows, test what actually predicts buying behavior, and figure out which audiences are worth activating.

Vector is the Autobahn. 🚗
Once you know what works? You open it up. Contact-level targeting, live audience updates, suppression logic that actually follows your buyers—running modern ads playbooks at full speed.

This isn't hypothetical for us.

It's exactly how Kelly and Sara have been building Vector’s ads program.

• Kelly uses Vector to identify accounts and contacts signaling intent. 
• Sara uses Clay to enrich and score those ICP contacts. 
• Then, they use Vector to activate those contacts across LinkedIn and Google, keeping our paid targeting aligned to real buyer signals as they move through the funnel.

When your team’s already living the use case, you know you're onto something.

Grab some time to see it in action: https://lnkd.in/eugn7rJh

I love a good Uno reverse. 

Especially when it's aimed at Joshua Perk 👻.

In the season two finale (!!!) of This Meeting Could've Been a Podcast, Josh and I take you through our entire website redesign process: from the awkward "you literally told me no when I suggested this six months ago" conversation (haha), to how we worked with our design agency to build the new look and feel, to the 37-item launch checklist 𝘴𝘰𝘮𝘦𝘰𝘯𝘦 (Josh) did not see coming.

But one of my favorite takeaways from the entire project goes a little something like this...

The second someone lands on your site, they start to form an opinion about your product. 𝗔𝗻 𝗼𝗽𝗶𝗻𝗶𝗼𝗻 𝘆𝗼𝘂𝗿 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 𝗺𝗮𝗸𝗲𝘀 𝗳𝗼𝗿 𝘁𝗵𝗲𝗺.
 
They assume the same level of polish and thought put into your website go into your product, too.
😒 If the design feels dated, they assume the product UI is clunky.
😒 If product screen shots feel too mocked up, they assume the product isn't robust enough.
😒 If it's hard to figure out what you do, they assume the product is just as convoluted.

A lot of teams either go full nuclear on a redesign and lose everything distinctive about their brand, or they're so precious about what they have that the "redesign" is just a fresh coat of paint on the same old house.
 
So when Josh and I sat down to figure out what to actually change, we built three buckets.
 
𝗕𝘂𝗰𝗸𝗲𝘁 𝟭: 𝗞𝗲𝗲𝗽. These are the things that make you you. The stuff your audience would immediately recognize and miss if it disappeared. You don't want to lose them—you want to evolve them. Same personality, better haircut. For us: Ghostie, bright colors, bold statements with a wink.
 
𝗕𝘂𝗰𝗸𝗲𝘁 𝟮: 𝗚𝗹𝗼𝘄 𝘂𝗽. These are the things that aren't bad, exactly—they're just limiting. They paint you into a corner or kill your flexibility, even if people associate them with your brand. For us: super saturated color usage that made text basically impossible to read.
 
𝗕𝘂𝗰𝗸𝗲𝘁 𝟯: 𝗥𝗲𝗽𝗹𝗮𝗰𝗲. These are the things actively working against you. They're building a perception you don't want—making you look smaller or less sophisticated than you actually are. No sentimentality. They gotta go. For us: all-caps headlines and ghost visuals in spots that should have had actual product screenshots.

The reason I love this framework is it gives you permission to make bold changes while protecting the things that actually matter. Before we kicked off the project with our design agency, Josh and I literally listed out which parts of our brand fell into which bucket. It made every every design decision after that so much cleaner. 🤌

The FULL second season of is out now! Just search This Meeting Could've Been a Podcast.

Some learning curves only make sense after you’ve lived them.


Funnel Vision was supposed to be 𝘵𝘩𝘦 thing for Vector 👻. Six months of building. A slick product UI. A beautiful narrative about contact-level intent. Launch posts. Playbooks. Customer testimonials. A scroll-stopping GIF with ghosts shooting lasers out of their eyes.
 
And then we killed it.
 
As a copywriter, you get used to having your darlings killed. But this one hurt differently.

It had been the entire company's full focus for two solid quarters, and we all believed in it wholeheartedly.

But when the data shows most customers aren't finding value, you listen.
 
The new episode of 𝗧𝗵𝗶𝘀 𝗠𝗲𝗲𝘁𝗶𝗻𝗴 𝗖𝗼𝘂𝗹𝗱'𝘃𝗲 𝗕𝗲𝗲𝗻 𝗮 𝗣𝗼𝗱𝗰𝗮𝘀𝘁 is about what happened when we swung for the fences with Funnel Vision—and missed.
 
What broke (besides our hearts lol).
How we told 180+ customers.
Why it was the right call.
And how making the wrong decision led us to exactly where we needed to be.

P.S. Sorry not sorry for swearing at you, Joshua Perk 👻

"We need an explainer video," is one of the most exciting and anxiety-inducing things a marketer can hear.

They can take forever.
They can be expensive.
They usually require buy-in from everyone and their mother.
And, because of all of the above, they need to last a while.

BUT, if you get it right, the payoff can be massive.

Because a great explainer video doesn't just educate—it gets people excited: 
"Oh my gosh, this is a different way of doing things. I want to try it." 
"They're fixing that thing that's driven me insane!"
"That was cool. I want to see more from these people." 

And if you're building something category-defining, like we are at Vector 👻, they're 10,000% worth the effort.

HUGE shout out to João Freitas and his team at MezzoLab Studio, for not only being the brilliant minds behind the video, but also making the process FUN.

If you've ever wondered...


what the inside of Vector actually looks like, how it works, and what this whole contact-level advertising thing is all about...

then Thursday, March 5 is your lucky day. 

In our first-ever Booooo-t Camp, our mother of Customer Solutions, Ally Saylor will show you the three most impactful plays you can run inside of Vector 👻.

1. Visualize who visits your site from target accounts 
2. See which ICP clicks on your paid ads
3. Create an ad audience of your entire ICP

Be sure to hydrate. 'Cause your campaigns are 'bout to get SHREDDED: https://lnkd.in/ehJJQcbN

CMO @ Heatmap.com

Building the future of creative operations @ CreativeOS. Using this machine to make the world a more creative place through less busy work and more time to create!

Chase Mohseni

Tomorrow I am jamming with Sarah Levinger and Matthew Gattozzi
 about all things ads and creative strategy on Creative Playbook from CreativeOS

If you want to get better at turning those impressions into conversions - come join us. (Sign up in the comments)

Founder/CEO @ CreativeOS - streamlining your creative process.

I have three kids.

I think about dying more than most founders admit.

Not in a morbid way.

In a "what survives me" way.

It changes how you build.

You stop optimizing for:

→ Press
→ Status
→ The "we raised" LinkedIn post

You start optimizing for:

→ What works without you
→ What your family inherits
→ What lasts

Most founders build for exits.

I'm building for permanence.

It's a different game with different rules.

And nobody talks about it because it's uncomfortable.

I keep seeing the same ad creative mistake everywhere.

Broad creative → collection page → zero conversions.

No focus = no conversion.

Here are 3 insights that came up during Creative Playbook this week with Sarah Levinger & Matthew Gattozzi:

1. The fatal mismatch

Everyone is making broad ads with no angle and sending them to the broadest page possible (collections, best-sellers).

Then wondering why nothing converts.

No focus = no conversion.

The fix: Match your creative to your page type. Static ads need deep landing pages. Video ads can work with simpler pages. And collection pages only work when people already know your brand.

2. Sell to the buyer, not the user

This came up on the STEM kit breakdown and it's the mistake most kids product brands make.

Parents don't buy STEM kits because their kids need physics lessons. They buy them to feel like good parents investing in their child's confidence.

Show the kid's face when they crack the code. Show "my kids are asleep—look at what they built tonight."

The parent is the buyer. The kid is the experience. Sell emotional ROI.

3. Category psychology matters more than you think

Jewelry ≠ kids products ≠ supplements. Different products need completely different approaches.

Example: Jewelry is one of the only categories where consumers want it to be expensive. Don't sell attainability—sell exclusivity and craftsmanship. And for the love of god, use harsh lighting to make stones sparkle. Soft lighting kills jewelry ads.

If you’ve made it this far and want to do deeper - get your full breakdown here.

I've been thinking about how all marketing strategy looks the same now.

Same playbooks. Same hooks. Same templates. Same "proven frameworks."

Then I read about Hermes - they've been in business for 186 years.
Worth $220 billion.

No marketing department. No ads. No discounts. Ever.

One sentence from a former CEO explains why:

"We don't have a policy of image. We have a policy of product."

Here's what that means for you today...

In 1837, Thierry Hermès opened a harness workshop in Paris.

He wasn't building a fashion brand.

He was solving a problem: horses' movements were hampered by poorly-sized equipment.

His solution was the saddle stitch — two needles, two waxed threads, tensile opposition. Only done by hand.

One stitch became the foundation of a $220B company.

Not a logo. Not a slogan. A stitch.

By 1919, the automobile was killing the horse industry.

Most equestrian businesses panicked. Pivoted. Chased trends.

Hermès asked one question:

"What can we make with our hands here that will interest our clients today?"

Not: what's trending? Not: what are competitors doing? Not: what does market research say?

What can we make with our hands?

The most iconic bags in luxury fashion history were never designed as fashion.

The Haut à Courroies (1892) — designed to carry saddles.

The Bolide (1923) — first bag with a zipper. Designed so things wouldn't fall out during travel.

The Kelly — designed in 1935 as a "ladies' bag with straps."

No campaign brief. No focus group. No influencer strategy.

They made functional things beautifully. Fashion came later.

Here's what kills me:

Hermès made the Kelly bag for 20+ years before it became famous.

It wasn't even called the Kelly until 1956.

They didn't need the world to validate the product.

They trusted the craft.

While everyone optimizes for speed, Hermès built the opposite model.

One craftsman makes each bag. Start to finish.

A Kelly takes 18-20 hours of handwork.

New artisans don't touch a product for sale until they've apprenticed for 18 months to 4 years.

Slowness wasn't a bug.

It was the brand.

By 1935, Hermès had survived an entire industry dying.

They did it without:

→ A marketing department 
→ A single advertisement 
→ A discount, ever 
→ A product designed by committee

They only asked one question: "How do we make this better?"

The selling took care of itself.

Here's what this means for you today:

Everyone's asking "how do I market this?"

The better question: "Is this good enough that marketing becomes irrelevant?"

In a world of AI-generated everything, craft is the last moat.

Speed is the default. Slowness is the differentiator.

Make things no one asked for — but everyone needs.

Trust the work before the market validates it.

Hermès spent 20 years making bags nobody cared about.

Then they became the most valuable brand on earth.

Patience isn't a weakness. It's the whole strategy.

Hot take:

AI solved the production problem.

It made the taste problem 10x worse.

Everyone's celebrating AI-generated content.

I'm watching a crisis unfold.

When anyone can generate anything, the bottleneck shifts
.
It's no longer "can you make it?"

It's "should you make it?"

That's curation.

That's judgment.

That's taste.

And AI doesn't have any.

The creative tools winning in 5 years won't generate the most.

They'll help you choose the best.

That's the game we're playing.

In 1455, Gutenberg made books cheap.

Everyone thought: "More books, more knowledge, more progress."

What actually happened?

A flood of garbage.

Pamphlets. Propaganda. Noise.

The winners weren't the printers.

They were the editors. The curators. The people who helped others find signal in noise.

AI is Gutenberg 2.0.

Production is now free.

Curation is now priceless.

If you're building creative tools and only focused on generation—
You're building a printing press in 1460.

Useful. Commoditized. Forgettable.

Every founder wants to be Caesar.

Almost none want to be Augustus.

Caesar seized power.

Augustus made it permanent.

And boring.

He didn't rule loudly.

He ruled systemically.

Took the chaos and turned it into institutions.

That's the transition most founders never make:

Heroics → Process
Personality → Principles
Wins → Systems

If your company collapses without you, you haven't finished building.

You've just been performing.

The goal isn't to be irreplaceable.

The goal is to disappear into the system you built.

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The Battle

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Chase Mohseni

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The Battle

Jess Cook

Chase Mohseni

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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);}Jess Cook's LinkedIn Performance

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