Sight Glass Collective

Founder

The Estée Lauder Companies Inc.

Growth Marketing Consultant

MarketerHire

Marketer In Residence | Advisor

Glamour Jewelry Box

#1 Jewelry Subscription Service by BRIDES Magazine
Also featured in: BuzzFeed, HuffPost, Yahoo, Byrdie, PureWow

Co-Founder

Nordic Consulting Partners, Inc.

Senior Consultant

GlobalData

Analyst

Harvard Medical School and Brigham and Women's Hospital

Research Assistant

Yale University

Teaching Fellow

I help $1M-$10M DTC brands increase their revenue as a top growth marketer

I have managed more than $65M+ ad spend on Meta for brands and developed ad creatives that convert.

A few of my current and past brands I've worked with include:

→ The Estée Lauder Companies
→ Clinique
→ Too Faced Cosmetics
→ Origins
→ Machete
→ Studeo AI 
→ Bio-First
→ cuddle+kind 
→ Jaxon Lane
→ Saint Moran
→ Barton Watch Bands
→ Zen Nutrients
→ Texas Humor

My results:

→ Profitably scaled a brand’s Meta spend by 144% in 90 days
→ Increased a brand’s revenue by 112% from the brand’s previous year during BFCM
→ Reduced an 8-figure DTC brand’s CAC by 10.5% in 90 days
→ Increased a 7-figure DTC watch band brand’s Meta ROAS by 44% in 75 days
→ Developed an ad creative, yielding a 31% higher ROAS on Meta for an 8-figure DTC brand

If you want to learn about high-converting ad creative, join my newsletter:

→ GO HERE: sight-glass-collective.com/newsletter

Any other questions or partnership inquiries:

→ EMAIL ME HERE: janky@jankypatel.com

Hiring great people is hard.

Letting them lead is harder.

Most companies bring in great talent...

Then spend half the week telling them what to do.

That’s a colossal waste of time, energy, and money.

The whole point of hiring great people is to let them show you a better way.
To bring solutions you wouldn’t have thought of.
To push your thinking, not just execute it.

Here’s how I think about it:

→ Hire great people.

→ Give them space - to learn, observe, and understand.

→ Align on where you’re headed - and where they want to take you.

→ Then get out of the way.

If they’re really the right hire,
they’ll tell you what to do — not the other way around.


Credit: David Manela

Janky Patel

I help AI and DTC brands scale revenue through proven growth marketing

Ever presented a concept your CEO absolutely loved, but it flopped online?
That’s because too often, we create marketing to please decision-makers, not the people we’re actually talking to.

The truth: your audience doesn’t care about jargon, taglines, or corporate buzzwords. They care about how you make them feel.

So next time you’re in that boardroom, fight for the human angle, because marketing that connects beats marketing that just gets approved.

Credit: Noella Oware and Marketer Tips

Digital, Communication & Marketing Strategist | Business Leader | Scaling Global Brands with Growth, Culture & Creativity

Marketer Tips

Attention is your best weapon when it comes to marketing. 

A creative product packaging that garners attention is one of the best type of marketing strategies. 

Lego did an amazing job with this bag. 

I’d stop what I was doing to look at someone holding a Lego bag. 

It’s not just a bag:

It’s a conversation starter, a piece of branding that makes you pause and think.

Have you come across any innovative product packaging that made you look twice?

It’s easy to underestimate the work we do in social media.
To brush it off as “just a post” or “just a story.”

But every piece of content you create - every caption, every reel, every story - it’s building something bigger than you can always see in the moment.

You’re building brand equity.
You’re building trust.
You’re building something people remember long after they scroll away.

Real marketing isn’t about being the loudest.

It’s about creating connection that actually lasts.

To every social media manager, strategist, creator, and brand builder:
Your work matters. Even if the metrics don’t tell the full story.

Credit: Laney Goff

Canva is every marketers best friend ❤️ 



Credit: Ari Murray

90% of marketing is understanding people.

The secret ad creative design hack every marketer needs to know: Negative space.

In the world of ad design, negative space is not just about "what you see" but also about the space around it — and how it directs focus and transforms your message.

Take classic examples like Coke ads or Apple’s tribute to Steve Jobs:

✅ Striking contrasts (black and white tones) make the focal point pop.

✅ Seamless silhouettes turn the background into part of the story.

✅ Less clutter, more clarity delivers the message with elegance and impact.

Negative space isn’t empty; it’s intentional. 

It highlights, simplifies, and creates visuals that grab attention in a crowded digital feed.

When planning your next ad creative, ask yourself: 

What’s the simplest way to deliver my message? 

The answer might just be in what you choose NOT to include.

Are you leveraging negative space in your ad designs?

Secret hack every marketer needs to know: Negative space

The secret behind why you keep coming back to Apple, Starbucks, and Disney:

1. Apple → Innovation 
2. Nike → Empowerment 
3. Starbucks → Comfort 
4. Coca-Cola → Nostalgia 
5. Amazon → Efficiency 
6. IKEA → Simplicity 
7. Disney → Magic 
8. Google → Curiosity 

Brands don’t just sell products—they sell emotions. 

By tapping into the feelings that resonate most with their audience, brands build loyalty and create memorable experiences. 

So, when crafting your content, think about the emotion you want to evoke. 

It’s not just about selling; it’s about creating a connection.

Ok, I’m guilty of this, especially when I’m working with Gen Z brands! 🤣 


Via The Marketing Millennials

The Marketing Millennials

One thing brands still underestimate in 2025: creator data is your strongest growth lever.

I was talking to a founder recently who said:

👉 “We need more influencers”
👉 “We need more UGC”
👉 “We just need bigger creators”

But their real issue wasn’t volume. It was visibility.

Most brands don’t actually know which creator content performs and why. And it’s not because the creators are bad. It’s because the brand has no way of analyzing the signals behind the content.

After working with dozens of companies, here’s what I see separating the brands that scale from the ones that stall:

They look at the elements inside the content itself:

- Frame by frame structure
- Hook and intro strength
- Voice delivery
- Timing and pacing
- Talking points
- Visual cues

When you study those elements, performance becomes predictable instead of lucky. You stop guessing what will work and start understanding why it works.

I have been using Aggero to break down creator videos at this level and the insights are night and day. It gives you visibility into performance before a single dollar is spent.

Creators are not the problem.
Your visibility into their performance is.

If you want predictable creator results in 2025, start with creator intelligence.

👉 Here’s the link if you want to see how Aggero can improve your creator performance: https://lnkd.in/g4qDcva3

#sponsored #aggeropartner

Aggero

When I started my growth marketing career, I thought the secret was simple.
Learn more tactics, study every new channel, test every feature, and make constant micro optimizations.

And for a while, that worked.

But eight years later, here is the truth I wish I understood sooner:

The biggest unlock in growth is not tactics.
It is consumer psychology.

Once you understand why people buy, how they make decisions, what motivates them, what stops them, and what builds trust, everything else becomes easier.

It impacts every part of your marketing machine:
 • Messaging
 • Ad creative
 • Email flows
 • Landing pages
 • Audience targeting
 • Offer strategy
 • Conversion moments

You stop trying to out-hack the algorithm and start communicating like a human.

Because tactics give you short term bumps.
Psychology gives you long term growth.

If you understand the core, the mechanics stop feeling complicated and the channels start working together.

This is the part no one talks about enough.

I spent some time making a list of things I am grateful for this week as we head into Thanksgiving.

It surprised me how many of them are tied back to one place: LinkedIn.

This community has given me so much.

A space to share what I know.

A place to meet business owners, founders, operators, and creators who inspire me every week.

And one thing I am especially grateful for this year is the handful of incredible people I have been able to meet in real life.

Coffee chats that turned into friendships.

Dinners that turned into collaborations.

Events, podcast invites, and projects that never would have happened without this platform.

I have been able to help founders, marketers, CEOs, and operators solve problems, grow faster, and think differently. And in return, I have learned just as much from all of you.

So if you follow me, read my posts, comment, message me, or quietly support from the sidelines, thank you.

You are the reason I get to do what I do.

Feeling very grateful today.

Live shopping is finally having its moment in the U.S.
As a growth marketer, I have been waiting for this shift.

For years, Asia has been miles ahead with livestream commerce. 
Entire economies of creators, sellers, and brands relied on it as a core growth lever, not an experimental tactic.

Meanwhile, in the States, consumer behavior wasn’t fully trained yet, the platforms were still evolving, and livestream shopping felt like something that worked “over there.”

Wed night changed the narrative.

Kim Kardashian and SKIMS hosted a holiday TikTok Live that looked like QVC from the ‘90s but rebuilt for the social era. 

It had real-time drops, limited bundles, live deal reveals, surprise celeb cameos, and conversions happening on the spot.

The energy was chaotic, fun, and extremely shoppable.

This was not just entertainment.
It was a masterclass in modern customer acquisition.

Here is what SKIMS pulled off on TikTok Live the other night:
• Created urgency through timed offers
• Showcased products in a way static ads never could
• Leveraged Kim as both talent and distribution
• Turned the live chat into a real-time conversion engine
• Recreated the “you had to be there” moment that drives impulse buying
• Captured massive earned media while generating sales in-session

This was a perfect example of what happens when content, community, and commerce blend into a single growth channel.

Live shopping is no longer a maybe.
It is becoming a core channel for brands that want to grow beyond paid ads, email, and their usual content playbook.

Here is the simple takeaway for brands.

Brands that embrace livestream commerce early will get ahead of the next wave of social-driven growth.

SKIMS just showed everyone what it looks like in action.

SKIMS

Every year, brands prep like crazy for BFCM sales.
Almost nobody preps for what happens after BFCM.

If you run DTC or eCommerce, you already know the real chaos hits in January when the chargeback wave rolls in. 

Refund abuse, friendly fraud, “I never got my package” claims. It all piles up right when teams are trying to plan Q1.

This is exactly why we started paying more attention to fraud during my own growth work. 

You can scale the top line all you want, but if your disputes explode 30 to 90 days after BFCM, your net revenue takes a silent hit.

Chargeflow is the first fully automated platform I have seen that actually protects both sides of the funnel. Not just payments, but post-purchase too. 

Their network of 15,000 stores plus AI helps reduce fraud by up to 90 percent with less than 0.1 percent false positives. That is wild.

And for BFCM, they dropped a pretty insane offer for anyone running an eCommerce brand:

→ $10,000 in free Chargeback Automation credits
→ Chargeflow Prevent free until December 31, 2025

This is the only time of year they give away both tools with zero cost. It is made specifically to protect the sales you make during BFCM and the disputes that hit long after the holidays.

If you want to sell hard this season without the January headache, this is the best offer to grab early.

👉 Claim your $10,000 in free chargeback protection: https://lnkd.in/gTQVjUR5 

#chargeflow #dtc #shopify #chargeflowpartner

Chargeflow

Most brands assume their conversion problem is a bottom-of-funnel problem.

So they double down on CRO tactics, tweak landing pages, refresh BOF ads, and send more emails. All of which matter, obviously.

But after reviewing/working with hundreds of DTC brands, here’s what I see over and over:

The issue usually isn’t the bottom of the funnel.

It’s the lack of top and mid-funnel fuel feeding it.

If your awareness and mid-funnel engine is weak, your conversions will always feel fragile.

You’re asking a cold audience to convert without building enough familiarity, trust, or demand.

- Strong awareness campaigns warm the room.
- Strong mid-funnel campaigns nurture intent.
- Only then can your BOF efforts actually scale.

If your revenue has stalled or your CPA feels stuck, zoom out.

You might not need more optimizations. You might need more oxygen at the top.

Has anyone else noticed this in their accounts?

Here’s my BFCM email secret:
Send a lot of emails. No, I’m not kidding.

Inboxes get flooded this week with every brand fighting for attention. If you want to win, you have to stay top of mind with creative and clear subject lines that stand out.

A few more things I always recommend:

1. Start warming your list early
Don’t wait until the sale starts. Prime your audience with teasers, reminders, and “coming soon” energy so they’re already expecting you.

2. Use segmentation to your advantage
Your VIPs should hear from you more often. Your cold subscribers should get softer re-engagement style messages before you go hard on promos.

3. Resend to non-openers
Simple and effective. Change the subject line and send again.

4. Make it easy to say yes
Clear offer. Clear CTA. Clear landing page. No confusion.

5. Don’t overthink frequency
Everyone is sending more emails during BFCM. Your subscribers expect it. You’re not annoying them if you’re providing value and clarity.

If you want higher revenue this BFCM, press “send.” It’s one of the easiest wins on the table.

When I first started in marketing and learning how to sell products online, I never understood the point of pre-launch lists.

To me it felt simple. Only reach out when you actually have something for people to buy right away.

But the more I learned about consumer psychology, launched campaigns myself, and experienced it as a shopper, it all clicked.

A pre-launch is not about selling. It is about priming.

When someone signs up for early access, they are making a small psychological commitment. 

They are already saying yes in their mind before they ever see the product. That small action increases the likelihood that they will buy once the offer goes live.

Here are a few other reasons why brands do this.

- Commitment and consistency:

When people take a small step like giving their email, they want their future actions to stay aligned with that first decision.

- Anticipation builds desire:

The longer someone waits for something they believe is special, the higher the emotional value becomes.

- Exclusivity triggers action:

If customers think they are getting something before the public, they perceive the offer as higher status and act faster.

- Social proof before the launch:

Growing a pre-launch list signals demand. It tells potential buyers that others want this too.

- Warm audiences convert better:

By the time you open the cart, your list has already been nurtured. They trust you more. The conversion rate goes up.

Pre-launches are not hype tactics. They are rooted in psychology and in how humans naturally behave when we feel excited, included, and invested.

One small yes can turn into the big yes when launch day comes.

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