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  • #13 - The Woobles secret to staying lean while maintaining hyper-growth.

#13 - The Woobles secret to staying lean while maintaining hyper-growth.

And how Audrey Cao cleverly designs post-purchase surveys to tie to direct customer actions.

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Don't V*LOOKUP, Will Holtz & Bar Bruhis
March 15, 2024

How many former management consultants do you know went to business school (many actually), but then ended up at a hyper-growth crochet kits for beginners eComm brand (rare, very rare).

24/7 finance and consulting people this one is a treat as Audrey Cao, Head of Marketing @ The Woobles, highlights the freedoms of working in a startup culture that can also still be extremely growth and data-driven.

Yet Audrey hasn’t lost her consulting roots as she provides some very tactical advice around survey design that directly leads to customer actions and tangible ROI.

You can also listen to the full episode on either Spotify or Apple.

🎯 The TL;DR of our conversation 🎯 

  1. (6:00) Building lean and efficient teams. What are the key traits that Audrey and The Woobles looks for in building a lean execution-oriented team. Hint hint, it starts with breaking down the hierarchies and leaving egos behind. Check out (8:56) for an extra tip on how to develop job descriptions to source the right candidates!

  2. (14:48) What data and tools are used to facilitate acquisition and retention. How to balance paid social channels for acquisition and to also focus on retention through lower cost channels like email and SMS.

  3. (20:03) How to think about media diversification and attribution. Looking at MER as the Northstar metric for the whole business, with a likewise need to optimize within each platform to drive blended results.

  4. (22:04) Opportunities and challenges in scaling TikTok. The power of the audience and attention spans. The Woobles started on the organic side and has continued to grow a sizable following. However the ads platform has been a challenge to scale reliably.

  5. (26:00) How to run effective post-purchase surveys that tie to customer actions. Important that every single question has a potential action tied to it. The data collected from surveys also convinced global license partners of the media and brand awareness power that The Woobles can bring.

⭐️ North Star Metric & Key Data Tools ⭐️ 

North Star Metric:

MER (Marketing Efficiency Ratio)

Calculated as Total Revenue / Paid Spend over the same period.

**MER continues to be the flavor of the year

Key Data Tools:

For more from Audrey and other Don’t V*LOOKUP guests, don’t forget to check out our YouTube channel, or listen on Spotify or Apple.

*Disclaimer, Audrey was not asked to mention KnoCommerce nor is this newsletter sponsored by KnoCommerce