Inside the Mind of Our Managing Partner, Nikki: A Journey through Marketing Strategies and Insights

Our founder and managing partner, Nikki Lindgren, has been making waves across podcasts and guest appearances. As she gears up for these insightful sessions, she's fielding thought-provoking questions – and we've decided to transform these queries into an exclusive Q&A right here on our website!

Sammi Rahinsky: Can you share details about Pennock and some current endeavors?

Nikki: Over the past four years, my team and I at Pennock have been dedicated to assisting Direct-to-Consumer (DTC) brands in the lifestyle sector in acquiring new customers through Paid Ads. It's been an eventful period in the industry:

  • We've navigated through privacy changes with iOS.

  • There's been a significant surge in TikTok Ads, emerging as a promising platform alongside Meta.

  • The introduction of scalable on-platform shops on both Meta and TikTok, proving to be worthwhile investments.

  • Google Ads has finally unveiled comparable solutions to social through Google Performance Max.

  • Meta's response to Performance Max, known as Advantage Plus Shopping.

It goes without saying that for brands without the resources for a dedicated paid media manager, we have become a trusted solution.


Sammi Rahinsky: Could you outline your primary areas of focus and your expertise?

Nikki: I can confidently state that my team has surpassed my expertise, but at Pennock, we take charge of overseeing all paid-per-click campaigns necessary for our clients to attain their desired business growth. This encompasses a wide range, from Reddit ads and Spotify ads to programmatic advertising, and all the major players in the field.


Sammi Rahinsky: What trends have you noticed in the paid advertising landscape?

Nikki: This question brings to mind a reminiscent phase from my past when, at a different agency, the prevailing SEO wisdom was 'Content is King.' About a decade ago, search engines had evolved to eliminate gimmicky and black-hat SEO tactics, making content the primary driver for success.

It was repetitive and sometimes irksome. We, as marketers, often thought, 'Enough with the 'Content is King' mantra!!'

Fast forward to the present, and we find ourselves in a similar era with paid advertising. However, this time, it's not content but creativity that reigns supreme.

When I refer to creativity, I mean the combination of the offer, the hook, and the actual ad unit – and increasingly, this creative needs to be in video format.

Why is Creativity King?

We're now in an age where the machine-learning capabilities of ad platforms have become incredibly sophisticated. Consequently, they excel at delivering ads to precisely the right audience, diminishing the emphasis on traditional 'targeting' and audience building.

Today, the focus is on creating compelling ads that achieve:

  1. Brand/product recall

  2. Ad engagement

  3. Conversion (or a purchase transaction)

Without ads that prompt recall, achieving engagement and conversions becomes an uphill battle.

In this landscape, savvy marketers are strategically designing campaigns around product groupings rather than solely focusing on specific audiences.

Sammi Rahinsky: How have skills from your previous roles contributed to your current position at Pennock?

Nikki: I'll share an experience that didn't quite resonate with me, and I hope this doesn't unfairly cast a shadow on the industry. Early in my career, I delved into inventory management, which was my first role post-college – a year at Pottery Barn and another at World Market. Despite the short duration, the repetitive nature of the technology, math, and workflow didn't quite spark excitement for me.

It was through subsequent experiences, working in-house for emerging brands, collaborating with leadership teams and boards of directors, and engaging with agency partners, that I honed the skills essential for connecting with clients in our agency today. These diverse experiences have proven invaluable in navigating the challenges and demands of my current role.

Sammi Rahinsky: Can you share any specific projects that you take pride in?

Nikki: Recently, we faced resistance from some clients reluctant to embrace Meta and TikTok shops, despite evidence from other brands showing a 20% higher Return on Ad Spend (ROAS). After persistent efforts, we finally received approval for a proper A/B test, and the results left the client astounded.

Another noteworthy example involves collaborating with a brand under a new CMO who emphasized modern metrics, particularly the Marketing Efficiency Ratio (MER). The CEO, however, remained fixated on the measurable last-click Customer Acquisition Cost (CAC) in GA4, attributing credit solely to the marketing tactic clicked before a purchase.

Initially striving to meet a specified CAC threshold set by the CEO, the business exhibited inconsistent growth, fluctuating between 2%, 5%, and -5%. However, with the CMO's emphasis on MER, we strategically increased budgets to aggressively drive awareness. The outcome was a consistent 15% month-over-month growth, aligning perfectly with the board's objectives.

Sammi Rahinsky: Any parting words of wisdom?

Nikki: Embrace agility when it comes to exploring new platforms, conducting dedicated tests, and ensuring your team has the capacity to effectively manage them.



Sammi Rahinsky