In performance marketing, efficiency is everything—but profit is the true north. This 20-minute case study explores how GE Appliances restructured Google Ads accounts with a product-level lens to drive meaningful improvements in profit margin, not just top-line revenue.

By designing a campaign strategy grounded in SKU-level performance, aligning ad strategy with real-time product and pricing insights, and breaking down silos between marketing, finance, and product teams, we created a data-informed foundation that powered smarter AI bidding with high-impact business data. Learn how aligning internal teams and rethinking your account architecture can shift your campaigns from performance at any cost to performance with purpose.

The rules of brand building have changed. Today, influence is decentralized, authenticity beats polish, and the fastest-growing brands are built in partnership with creators—not agencies. In the content creator economy, trust, reach, and relatability are the new currency—and retailers must learn to play by these new rules.

This session explores how brands can harness the power of creators to drive cultural relevance, fuel product discovery, and ignite viral growth. Whether you're launching a new line or reinvigorating a legacy brand, the right creator partnerships can make the difference between scroll past and sold out. 

• Identify the right creators who align with your brand's voice, values, and audience
• Collaborate with creators as true partners, not just media channels
• Develop scalable creator-led campaigns that drive both awareness and conversion
• Measure impact beyond vanity metrics—think engagement, sentiment, and long-tail sales
• Navigate the evolving creator-brand relationship, from micro-influencers to co-creation models