Marketing Operators Channel Diversification in Ecommerce: Biggest Mistakes & Wins
Mar 31, 2026
Cody Plofker, CEO of Jones Road Beauty and e‑commerce operator versed in paid media and TV; Connor MacDonald, CMO of Ridge and channel-strategy specialist. They debate when to expand beyond a hero channel, why customers acquired should drive sequencing, creative and influencer timing, TikTok Shop/affiliate accounting, creator-first content engines, and surprising wins like low-CPM baseball TV buys.
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David Protein's Rapid Produced Response To Lawsuit
- David Protein responded to a class-action calories suit with a fast, well-produced video that framed the scientific defense and mocked misinformation.
- Connor MacDonald: they filmed a concept response within ~36 hours showing bold, prepared brand marketing.
Prioritize Customers Not Revenue For Channel Plans
- Channel strategy should be framed by number of customers needed, not revenue, because AOV alters channel needs despite similar customer acquisition counts.
- Connor MacDonald: HexClad and Ridge acquired the same customer counts but HexClad's 7x AOV made revenue look bigger while channel needs aligned on customers.
Master Your Hero Channel Before Diversifying
- Maximize your hero channel (often Meta) first to battle-test creative, offers, landing pages, and funnel before diversifying.
- Connor MacDonald: your ability to get first customers on a new channel depends on having maximized Meta so you have winners to roll out.