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Ashley is the SVP, Revenue at Levitate Foundry where she oversees Sales, Marketing, and Partnerships. She is the former SVP, Partnerships at Hawke Media, and the former Head of Partnerships at Wpromote. She is a performance marketing and partnerships leader with over a dozen years of experience in traditional and digital marketing and deep expertise in paid media. Over the years, Ashley has worked with a variety of brands, businesses, organizations, startups, personalities, and public figures to meet their digital growth goals through full-funnel performance marketing campaigns across multiple channels - in-house, at agencies, and through her own consultancy. She has helped launch and scale digitally native brands and is nationally recognized as an 'Amazing Woman in ecommerce’ by Ecommerce Magazine and Yotpo.
Selected clients
1
As an expert in your space, can you share one small but actionable tip for brands?
Utilize dynamic product ads (DPAs) on platforms like Facebook, Instagram, and Snap. This is more important post-iOS 14 than ever in order to have a semblance of personalization in your ad campaigns. To make the most of DPAs, ensure that your product catalog is up-to-date and synced with the advertising platform you are using. This will allow you to automatically generate ads featuring relevant products to users based on their browsing behavior and interests. By showing users personalized ads with products they are more likely to be interested in, you can increase your conversion rates and return on ad spend (ROAS). It’s important to ensure your product catalog feed for DPAs (Dynamic Product Ads) is set up correctly, post iOS 14 which means with only one conversion event per catalog. Don't forget to monitor and optimize your campaigns regularly to maximize your results too.
2
Who’s your current brand crush, and what do you love about them?
Skin Authority - I LOVE their skin coaching sessions with experts in the space, allowing you to configure a completely personalized AM and PM routine for your skin's needs!
3
How should someone approach you about working together?
Absolutely, we are always eager to connect with brands and understand their unique challenges and opportunities. We take a consultative approach when it comes to a potential new engagement and seek to understand the brand's pain points from their point of view while collaborating to come up with best-in-class solutions and strategies based on our experience.
4
What’s your favorite data point to dive into? Why?
Customer Lifetime Value (CLTV). I find CLTV particularly fascinating because it provides a holistic view of the long-term value that each customer brings to an ecommerce business across the entirely of their relationship. CLTV allows brands to understand the overall profitability and revenue generation potential of their customers, rather than focusing solely on short-term metrics like conversion rates from a specific campaign or individual transactions. Diving into CLTV can help ecommerce brands make informed decisions about their marketing budgets, customer acquisition strategies, and retention efforts. By analyzing CLTV, businesses can identify their most valuable customer segments and tailor their marketing initiatives to better engage with these high-value customers. This, in turn, can lead to increased customer loyalty, repeat purchases, increased average order value, and higher overall profitability. Additionally, understanding CLTV can help businesses optimize their paid social media advertising campaigns by re-targeting existing audiences with higher lifetime values and creating lookalike prospecting audiences with predicted higher lifetime values. This ensures that marketing budgets are allocated efficiently and that efforts are focused on acquiring and retaining customers who will bring the most value over time. In summary, CLTV is a powerful metric that provides valuable insights into customer behavior, allowing ecommerce brands to make strategic decisions that contribute to their long-term growth and success.
