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PPC Associates is kicking off an interview series with some of the top in-house folks in the marketing biz. First up in our “5 Minutes With” series is Brian Magida, Online Media Manager for philanthropic prescription eyewear supernova Warby Parker. Brian’s primary focus is to grow Warby’s online customer base via paid search, display, affiliate, and a variety of other innovative online marketing channels.
Name: Brian Magida
Company: Warby Parker
Position: Online Media Manager
If you could invent something, what would it be? Teleportation machine.
What’s the best part of working for Warby Parker? Beyond the free lunches, our open office allows me to approach everyone on the team, whether they are the CFO or a member of the customer experience team, without feeling intrusive. As a result of our open office, it is pretty apparent that there are no egos and that we are all working towards the common goal of growing our business and making Warby Parker the best place to work.
What’s the first metric you check when you start work for the day? Daily bookings – it isn’t the most applicable for my job, but it is certainly the most exciting!
What’s one metric you never bother to look at? Average time on site.
If you had 10 million dollars to invest and you could invest in Google or Facebook, which would you pick, and why? If I had to make the decision today, I would pick Google as it is still very challenging to understand user intent and deliver relevant advertising to Facebook users. That said, I think there is a lot of opportunity on Facebook, and if one has the ability to solve their direct-response riddle, I think their social network becomes very interesting.
What do you think will be the most important marketing platform in 10 years? Probably something that hasn’t been created or thought of yet.
What’s your favorite advertising campaign? Not quite sure if you can call it advertising, but the commercials for ESPN’s SportsCenter are brilliant.
What’s your “must read” books (or book) on advertising? Groundswell and The Thank You Economy.
“The long tail is dying.” Agree or disagree? Definitely not dying, but for a company more focused on topline growth as opposed to profitability, there is less to gain in the long tail vs. the head.
How has PPC Associates helped your company’s growth? PPC Associates has provided much-needed bandwidth so we can grow and expand our paid customer acquisition efforts. This has allowed me more time to focus on our overall online customer acquisition strategy and ways to increase onsite conversion.
– Hillary Read, Marketing Manager