Connor MacDonald

Connor Rolain, Head of Growth at HexClad, a paid-acquisition and launch specialist, and Connor MacDonald, CMO at Ridge, who leads product and creative growth. They debate when to add new products into paid channels. They cover geo lift and holdout tests. They compare colorway tweaks versus new silhouettes. They walk through measurement plans and cross-category attribution.

Cody Plofker, CEO of Jones Road Beauty — builder of creator-in-residence programs and high-volume content systems. Connor MacDonald, CMO of Ridge — builder of in-house creative strategy and signal engineering. They discuss concept-driven creative, campaign structures that balance testing and scaling, pixel consolidation and signal work, and building creator pipelines to produce steady, testable content.

Connor MacDonald, CMO at Ridge and marketing podcaster, shares a practical channel diversification framework. He breaks down budget mixes, barriers to activating new channels, and repurposing short-form creative across platforms. Conversation covers YouTube creative and measurement, when to shift spend off Meta, and prioritizing channels given limited team capacity.