menu close
menu close
back to Insight Page

Anatomy of a Growth Marketer: Nina Komm, Joss & Main

Written by: Juliana Casale, Director of Marketing

Anatomy of a Growth Marketer is an ongoing blog series showcasing top talent in the field of digital advertising.

Joss-Main-LogoGreat in-house advertisers are the lifeblood of digital business growth. They are methodical and analytical, using results from real-time reporting to iterate on best-performing creative and copy as well as to identify under-performing campaigns. A seasoned performance marketing specialist is expected to wear many hats, and may be responsible for a significant percentage of spend (resulting in significant company growth).

What’s it like to run social media ad campaigns for one of the world’s biggest online-only retailers? We asked Joss & Main’s Senior Marketing Analyst, Nina Komm, for her insights.

[staff title=”” name=”Nina Komm” image=”http://www.nanigans.com/wp-content/uploads/2015/07/Nina-Komm.jpg” description=””]
[/staff]

linkedin

What is your role, and what attracted you to it?

I’m a senior marketing analyst for the Joss & Main brand at Wayfair. I manage all of our social advertising campaigns across various advertising platforms.

Out of college I worked in corporate audit and then transitioned to M&A consulting. A friend e-mailed me a job description at Wayfair for a role growing the B2B customer acquisition team, and it sounded like a great opportunity to work for a fast-growing company. I was working on Display advertising for that brand for a few months, and then joined the Joss & Main team – where I have been working on Social advertising ever since!

What sold me on the role was that our marketing department is a highly analytical group. I’m able to continue to play to my strengths, but still work in a creative environment.

What sold me on the role was that our marketing department is a highly analytical group. I’m able to continue to play to my strengths, but still work in a creative environment.

What is a typical day in the life of a Senior Marketing Analyst?

Every morning I go through my Google Alerts to see if there have been any developments or interesting findings around the channels that matter to me.

Once I’m in the office I check in on performance across my campaigns. That will usually dictate the rest of my day/week – whether I’m hunting down an answer to an issue that’s come up, finding that I need to refresh creative, or working on a new project/test.

I typically update the stakeholders on the channel performance and give creative feedback on how recent ads have done so we can start our next round of iterations.

Wayfair Office 1

In terms of collaboration, which teams do you work with?

My biggest partner is creative since they provide us with assets to use in our ads. We’re constantly iterating and trying new ideas to help scale our campaigns. Recently we ran a video test, so I had a chance to loop in our in-house production team.

We’re constantly iterating and trying new ideas to help scale our campaigns.

I also work with our Data Analytics team when I want to analyze a data set that requires some legitimate SQL skills. I’ll work with our Assortment Planning team to understand what products are driving great on-site efficiency so I can give the Creative team some additional context and direction for ads. I’ll also work with our Events Planning team to get a sense of what’s coming up on site that might be great to use in an ad.

Nanigans-ReportingWhat’s your favorite Nanigans software feature?

Having unique URLs for every view is fantastic. It makes troubleshooting that much easier, and sharing views with my team simple.

How can companies build successful in-house advertising teams like yours?

Working for a company that believes in being at the forefront of marketing is really what drives a lot of our success. You end up with a group of people who are always looking to test new things and take advantage of new growth opportunities.

There is also a lot of cross-team and cross-brand communication. We’re always bouncing ideas off each other and sharing learnings so that other teams can benefit.

…It also helps that we’re really fun!

For more insights from experienced digital professionals, read our Q&As with Dae Son and Meghan Kelly.

next post

But wait, there's more

Join Our Newsletter