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Anatomy of a Growth Marketer is an ongoing blog series showcasing top talent in the field of digital advertising.
Rent the Runway has revolutionized retail since its launch in 2009. This innovative ecommerce brand allows its customers to rent designer apparel and accessories. Millions of women have used Rent the Runway’s services to dress for important occasions in their life.
What’s it like to work at a company Forbes has described as “Tech’s Next Billion Dollar Star”? We asked Cait Pluto, Rent the Runway’s Manager of Acquisition Marketing, to share her experience.
I’m the Manager of Acquisition Marketing. My job involves developing strategies across multiple channels with the goal of getting more people to experience (and love!) Rent the Runway.
I usually start my day within the Nanigans Dashboard, checking our latest campaign performance. I’ll make some optimizations and make sure everything looks on track.
We’re very efficiency-driven here, so we’re rigorous about making sure we’re tracking against our CPC, CPL and CPA goals on a daily and weekly basis. I’ll also run some in-house data and make sure performance is matching back.
I’m frequently in touch with our contacts at Nanigans. It’s great to have another set of minds with whom we can spitball ideas and make sure we’re jumping on any opportunities that arise.
"It’s great to have another set of minds with whom we can spitball ideas and make sure we’re jumping on any opportunities that arise."
I’m a big fan of the reporting dashboard – I think it really sets Nanigans apart from competitors. It’s intuitive to use but there are also a ton of features to keep you engaged as you dive deeper into the platform. It’s awesome that I can isolate and customize almost any data point I want to learn more about. At this point it’s second nature.
I’ve always loved the psychology of marketing, especially as it relates to acquisition. Being able to get into the mind of a consumer is so important not just for successful acquisition marketing but also to ensure the customer gets what they want.
If we’re not forging positive long-term relationships with the people we’re marketing to, then it’s going to be very difficult to scale. I think an appreciation for the mindset of both parties – marketer and consumer – is crucial to be a successful acquisition marketer.
"Being able to get into the mind of a consumer is so important not just for successful acquisition marketing but also to ensure the customer gets what they want."
The software itself, plus the Nanigans team resources, are incredible assets. There’s always more to learn and places to delve deeper into how we’re optimizing our campaigns. Because of Nanigans, I have more time to focus on what we’re trying next and how we’re really changing the face of digital advertising.
I think allowing visibility into all parts of the business is something Rent the Runway does really well. As an acquisition marketer, this gives me a ton of ideas and material to work with when developing messaging for our campaigns.
Understanding the issues customer service is dealing with, paired with operations concerns, for example, gives me an edge in make sure our advertising is effective, which translates into optimal overall performance.
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