Lewis Goldman is a Partner, Chief Growth Officer, and Fractional CMO at TechCXO, which provides companies with fractional and part-time executives. In his role, he specializes in scaling businesses through strategic marketing, product innovation, partnerships, new channel launches, and customer data. With experience as a CMO, Lewis led growth, digital marketing, and e-commerce efforts at companies including Citigroup, MetLife, LinkedIn, Amazon, and LendKey. He is also an Adjunct Professor at St. John’s University, where he teaches integrated advertising communications.

Many growing companies hit a pivotal stage where they need strategic marketing leadership but can’t justify hiring a full-time executive. As marketing gets more complex, business leaders often struggle to connect tactics to long-term growth. How can they unlock big-picture marketing strategies without overextending their budget?

Seasoned fractional CMO Lewis Goldman says businesses can benefit from leveraging part-time, high-level marketing leadership. Fractional CMOs assess companies’ existing marketing efforts, identify quick wins, and implement go-to-market strategies that tie directly to revenue. If you’re working with limited resources, Lewis suggests taking calculated measures like understanding customer pain points, aligning with the leadership team’s priorities, and avoiding launching into tactics without clear objectives.

Tune in to the latest episode of Chief Advertiser as Samir Balwani hosts Lewis Goldman, Partner, Chief Growth Officer, and Fractional CMO at TechCXO, about the advantages of fractional marketing leadership. Lewis shares how executive experience can elevate impact, the importance of understanding a company’s culture, and how to gain buy-in from skeptical CEOs and CFOs.

Matt Bahr is the Co-founder and CEO of Fairing, which helps e-commerce brands build sustainable customer relationships and growth models. Matt spent the last decade helping brands with attribution and analytics. He also advises and consults for various businesses, from DTC brands to public companies. Matt specializes in e-commerce, DTC startups, SEO, web development, and CR optimization.

As digital marketing evolves and new channels emerge, many brands struggle to measure advertising campaign effectiveness. With platforms like Meta and Google offering clear attribution models, expanding into newer, less trackable spaces like influencer marketing, CTV, and direct mail can feel risky. How can brands invest in these channels while ensuring their marketing dollars drive impact?

Matt Bahr, an expert in e-commerce marketing and advertising measurement, recommends using a combination of post-purchase surveys and data-driven insights. By directly asking customers where they discovered a brand and combining those insights with last-click attribution, brands can gain a clearer picture of their media performance. Matt also emphasizes the importance of brand positioning, explaining that businesses should define their products’ target audience as well as those who wouldn’t benefit from their products.

In this episode of Chief Advertiser, Samir Balwani welcomes Matt Bahr, Co-founder and CEO of Fairing, about the evolving challenges of advertising measurement. Matt discusses the shift from traditional attribution models to a more holistic measurement approach, the role of product market fit in consumer purchasing decisions, and how to leverage survey data for strategic growth.

Scott Ohsman is the Vice President of Digital Commerce at Quickfire, a digital commerce agency. With over 25 years of experience in retail and e-commerce, he drives brand growth and digital strategies for Quickfire. Throughout his career, Scott has launched over 200 brands on Amazon and owned and operated a sales and marketing agency specializing in Amazon brand management. He is also a co-host of the Always Off Brand podcast, which shares insights on e-commerce trends and strategies.

The rise of AI, Amazon’s dominance, and the growing emphasis on first-party data have made media buying more complex than ever. Businesses must now navigate new challenges like increasing ad costs, changing consumer behavior, and the ongoing disruption of traditional advertising models. How can brands leverage data to optimize their media strategies?

According to digital commerce expert and retail strategist Scott Ohsman, brands can navigate the changing landscape of media buying by focusing on first-party data and diversifying their advertising channels. This includes modifying media buying strategies to incorporate programmatic advertising, connected TV, and live sports sponsorships. To analyze advertising performance, Scott stresses adopting a data-driven approach, integrating Amazon performance metrics with DTC data for a holistic view.

In this week’s episode of Chief Advertiser, Samir Balwani chats with Scott Ohsman, Vice President of Digital Commerce at Quickfire, about the future of digital advertising and media buying. Scott also talks about the shifting inventory landscape, the challenges of leveraging affiliate marketing, influencers, and paid media, and how Amazon’s data dominance is reshaping the e-commerce industry.

Alex Gassner is the Director of Growth and Ecommerce at The Absorption Company, a highly absorbable supplement brand. In her role, she has led website optimization, overhauled email flows, and launched paid media campaigns. Before The Absorption Company, Alex was the Director of Ecommerce at Moon Juice.

Many brands struggle to stand out in a crowded market, especially when launching a new product in a competitive industry. Beyond product quality, companies must educate consumers, build trust, and create a compelling brand story to drive conversions. How can businesses balance brand awareness, performance marketing, and consumer education to fuel long-term growth?

With businesses struggling to communicate their true value to potential customers, growth and e-commerce marketer Alex Gassner emphasizes the importance of brand trust and communication. Companies should craft compelling messaging, strategically leverage organic and paid marketing, and build a long-term strategy rather than relying solely on promotional spikes. Well-crafted narratives can differentiate companies in a saturated market, and partnering with authentic influencers can build credibility, helping to reach new audiences.

In this episode of Chief Advertiser, Samir Balwani interviews Alex Gassner, Director of Growth and Ecommerce at The Absorption Company, about building a high-impact brand. Alex talks about the challenges of launching a brand with celebrity co-founders, the importance of balancing short-term revenue tactics with long-term brand building, and how to manage agency partners and external teams.

Greg Vetter is the Founder of Home Grown Brand Accelerator, which empowers emerging entrepreneurs. He is also the former CEO of Tessemae's, which he co-founded with his brothers to bring their mother’s salad dressing recipe to market. Under Greg’s leadership, Tessemae's became the #1 organic salad dressing brand in the refrigerated aisle space. He also co-founded Alta Fresh Foods, a company revolutionizing the salad dressing industry with innovative processes, and is the author of Undressed, which recounts the challenges of building Tessemae's.

Turning a homemade recipe into a national brand is a passionate entrepreneurial endeavor, but scaling it comes with unexpected challenges. From breaking into grocery stores to navigating supply chain crises and investor disputes, the path to long-term sustainability is rarely straightforward. How do you grow a business from scratch, build brand loyalty, and handle setbacks without losing everything?

Pioneering entrepreneur Greg Vetter went from cold-calling grocery stores with no formal company to building the #1 organic salad dressing brand. He emphasizes trusting your instincts, creating authentic connections with customers, and using grassroots marketing to establish a brand. Although Greg leveraged influencer partnerships and authentic, unified storytelling to build his brand, investor conflicts ultimately led to its downfall. By remaining positive and being transparent about the realities of entrepreneurship, Greg demonstrates the importance of resilience and adaptability.

In this episode of Chief Advertiser, Samir Balwani hosts Greg Vetter, Founder of Home Grown Brand Accelerator, about the highs and lows of building a business from the ground up. Greg shares his experiences with grassroots marketing, the impact of his brand’s major advertising campaigns, and lessons from scaling a product into a national brand.

Benjamin Davis is the Founder and CEO of TryNow, which has pioneered the “try before you buy” model to improve conversion rates for eCommerce brands. Under his leadership, TryNow has raised approximately $24 million in funding. Before TryNow, Benjamin founded an apparel brand and worked in private equity.

“Try before you buy” has transformed e-commerce by reducing customer acquisition costs and improving conversion rates. Many online shoppers hesitate to purchase due to uncertainty about fit, feel, or function, leading to abandoned carts and high return rates. How can companies remove friction from the online shopping experience and increase customer lifetime value?

According to “try before you buy” frontrunner Benjamin Davis, major retailers like Amazon have already seen success with similar programs, making “try before you buy” a proven strategy for growth. These programs can integrate seamlessly with Shopify and return management systems, minimizing operational disruptions for brands. While some companies worry about higher return rates, Benjamin maintains that faster return cycles improve inventory efficiency and that the additional revenue outweighs the costs.

In today’s Chief Advertiser episode, Samir Balwani speaks with Benjamin Davis, the Founder and CEO of TryNow, about how “try before you buy” is driving the future of e-commerce and customer acquisition. Benjamin discusses how to communicate this program’s benefits to company executives, the importance of reducing reliance on paid media, and how TryNow helps brands optimize profitability while enhancing the customer experience.

Joe Becker is the Director of Marketing at Stash Ventures, LLC, a vertically integrated cannabis company. In his role, he develops and executes strategic marketing initiatives for brands, including High Minded Cannabis and Timber and Cloud dispensaries. Joe has over 25 years of experience in creative design, marketing, and branding. Before Stash Ventures, he held roles such as Vice President of Marketing for Marolina Outdoor and Creative Director at Wolverine Worldwide and Carhartt Apparel.

With strict regulations and social and cultural barriers, marketing in the cannabis industry is challenging. Traditional digital advertising is limited, forcing brands to find alternative ways to engage customers and build brand awareness. How can cannabis companies market their products effectively while navigating these restrictions?

As the marketing director for a cannabis-focused company, Joe Becker understands the complexities of marketing in this space. Since platforms like Meta restrict cannabis-related ads, Joe and his team focus on word-of-mouth strategies, in-store experiences, and LinkedIn advertising. He also leverages mobile apps and loyalty programs to engage customers directly, encouraging push notification opt-ins and digital ordering to drive repeat purchases. By focusing on consumer education and premium retail experiences, companies can normalize cannabis use and attract new demographics seeking alternatives to alcohol.

Join Samir Balwani in this episode of Chief Advertiser as he interviews Joe Becker, the Director of Marketing at Stash Ventures, LLC, about brand differentiation in cannabis marketing. Joe explains how to balance a portfolio of brands while building a unified brand, how he forecasts emerging trends and regulatory shifts in cannabis marketing, and how to measure performance for your marketing efforts.

Kristina DiMatteo Fields is the Senior Director of Global Media and Operations at Hasbro, a leading toy and game company. Previously, she served as the Senior Director of Integrated Media for North America and the Senior Manager of Digital Marketing.

Toy marketing isn’t just about selling products; it’s about building meaningful connections that drive both brand loyalty and sales. With children influencing purchasing decisions and parents acting as the buyers, brands must craft campaigns that engage both audiences effectively. How can marketers balance brand awareness and performance-driven media?

Marketing expert Kristina DiMatteo Fields highlights the importance of aligning brand investment with data-driven performance strategies to maximize impact. By strategically allocating budgets, optimizing media campaigns, and embracing AI-driven efficiencies, brands can enhance engagement and scale their efforts effectively. A flexible and adaptive media strategy ensures brands remain top-of-mind while responding to shifting consumer behaviors.

In this episode of Chief Advertiser, Samir Balwani welcomes Kristina DiMatteo Fields, the Senior Director of Global Media and Operations at Hasbro, to discuss performance and brand marketing in the toy industry. Kristina shares insights on navigating dual-target audiences, leveraging AI for creative optimization, and ensuring media plans drive awareness and conversions in an increasingly digital-first world.