An Amazon Live Success Story With James Thompson From Nutrabolt (C4 Energy) - Episode 274
INTERVIEW WITH JAMES THOMPSON
DESCRIPTION
In today’s podcast, we are speaking with James Thompson, the SVP of Performance and eCommerce for Nutrabolt overseeing digital globally for the C4 Energy, Cellular, and Xtend brands.
Kiri and James have discussed AMC, Amazon live with Kevin Hart, which metrics they track, and more.
Make sure you tune in to find out more!
With more than 15 years of experience in digital marketing, a decade on Amazon, and extensive experience leading global D2C businesses, James is driven by improving all individuals on his teams which translates to brand performance. He is an avid surfer having surfed professionally in his early 20’s, free dive spearfisher, a husband, and a father to 2 energetic children.
“We’re looking at Amazon Marketing Cloud and at efficiencies of how each touch point will get credit there - I’m excited about that.”
KEY TAKEAWAYS
In today’s episode, Kiri and James discuss:
What is one thing their company has done well with RMNs - KPIs, ownership, testing and learning
They test learn and push for the category to innovate
Amazon Live tied to DSP audience
Most brands do not put digital talent on RMNs for other customers
Amazon Marketing Cloud
What's one thing (e-commerce related) that James is excited about?
He is excited about Amazon and 360 activations driving performance
They’ve led category performance in the most competitive periods like Prime Day because we have a well-tested playbook that goes beyond what competitors are doing.
They tested Amazon Live this year first before Prime Day and then with Kevin Hart. It drove a 3:1 return on spend and the largest brand moment of the year which was a bit surprising
What’s one thing James believes about RMNs that others don’t?
There is more efficiency with full-funnel
How do you suggest brands think about org structure/incentives around RMNs? (Eg sales and marketing team ownership)
James’s understanding is that often Retail media kind of sits in a netherworld between brand marketing and ecommerce teams, so the team and budget ownership can be an issue.
The mistake is not seeing the brand opportunity with RMNs
CoE model at Nutrabolt, Omni rolls up to James. He’s a huge believer in CoE. it takes leadership to do this.
What are the metrics that they track?
Tie it to branded search lift,
Unaided awareness
Category level and product levels while
Bring in brand dollars and track awareness metrics
LTV, repeat purchases
Top 3 predictions for RMNs?
They will grow rapidly with more challenging targeting for Social and ad competition
To learn more, listen to the full episode!
MENTIONED IN THIS EPISODE
Connect with Kiri Masters
Learn more about Bobsled Marketing, an Acadia Company
Connect with James Thompson
Learn more about Nutrabolt
