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Ashleigh Shapiro
Code3 Performance & Brand Leader | Measurement Nerd | 2020 Search Engine Land Award Winner
Ashleigh Shapiro is a highly skilled digital marketing professional currently serving as the Senior Director of Growth at Code3, a position she has held since June 2023.3 With a strong background in performance analysis and digital advertising, Ashleigh brings a wealth of experience to her role.
Professional Background
Ashleigh's career in digital marketing spans several years and includes notable positions:
- Senior Director of Growth at Code3 (current role)23
- Previous experience at Goodway Group as Senior Director3
- Worked at Metric Theory in various roles, including Senior Director of Account Services
Her expertise lies in crafting holistic strategies for digital advertising, with a focus on performance analysis, troubleshooting, and customer acquisition and retention.2
Education and Skills
Ashleigh holds a Bachelor of Business Administration in Marketing and an International Business Certificate from the University of Colorado at Boulder - Leeds School of Business. She has also studied in the International Studies Program at Università di Ferrara.
Her skill set includes:
- Performance analysis and optimization
- Multichannel budgeting and strategy development
- Data-driven decision-making
- Communication of findings and quick implementation of solutions
- Coaching and career development for team members
Recent Achievements
Ashleigh recently presented at #AmazonUnboxed, showcasing innovative ways Code3 has driven growth for brands on Amazon.4 This demonstrates her ongoing involvement in cutting-edge digital marketing strategies and her ability to leverage platforms like Amazon for client success.
Professional Presence
Based in Denver, Colorado, Ashleigh maintains an active professional presence:
- LinkedIn: Her profile can be found under the username ashleigh-shapiro-62636b5a2
- She is part of Code3's team of digital experts, contributing to the company's mission of propelling growth for clients1
Ashleigh Shapiro's career trajectory and current role at Code3 showcase her dedication to driving performance improvements through strategic digital marketing initiatives and data-driven decision-making in the ever-evolving landscape of online advertising.
Highlights
Arguably one of the❗biggest gaps❗ I see when auditing a brand's digital strategy is that their media mix is NOT reflective of where their audience actually is. While there are some obvious data gaps in the chart below (consideration for performance, goals, channel efficacy, etc.) it reiterates the necessity for brands to do the work to understand where their target audience spends their time. If you don't know how to do this or lack the tools, reach out to me 🙋♀️.
If you're not sure whether this is an issue for you, here are some questions that could be flags 🚩: ▶ This [insert arbitrary channel here] always used to work for us, why isn't it now? ▶ We need to diversify our media mix, but where do I start? ▶ Why isn't my digital program performing like it used to? ▶ We need to focus on awareness, I guess we'll do CTV?
A few rules of thumb:
- Just because it has worked in the past, doesn't mean it will work forever. Consumer behavior evolves (just look at linear vs CTV) so, too, should your media strategy
- Do not, I repeat do NOT, assume a channel will work for you because another brand says it works for them. Do the work to make sure your media mix fits your audience and goals.
- Awareness should not automatically equal CTV. Getting Demand Generation tactics right requires an intentional approach.
#digitaladvertising #mediamix #mediastrategy #mediaplanning #demandgen #demandgeneration #branding #performancemarketing #ecommerce #b2c #digitalstrategy
Here is why taking a "collective sigh of relief" is the wrong approach when thinking about Google's reversal on cookie depreciation:
▶ Reversal of cookie deprecation does not mean a shift away from data privacy. Google’s proposed plan allows Chrome users to choose whether or not third-party cookies are used across their web browsing. Considering ~67% of adults opt out of cookie tracking, your data will continue to be eroded. ▶ Many platforms have come up with their own response to the murky waters data privacy has created (e.g., CAPI or event tracking on Meta), you need to prioritize leveraging those
The continued unknown is a matter of "when" these rollouts will occur on Google's end, but you can assume it is an inevitability.
#cookiedeprecation #google #digitaladvertising #measurement #apptracking #appletracking #googleads #dataprivacy
