EPISODE 266 - Challenger Brands and Amazon Growth Strategies with Wes Clark

Wes Clark, Head of Marketing Operations & Marketplace at Kizik, shares his journey from working at Fortune 500 companies such as Intel to startups, revealing key insights about the importance of reviews on Amazon. He discusses the challenges of manipulated reviews and effective strategies to combat them.Learn how Purple leveraged Amazon for brand awareness and how Kizik ensures presence across all customer-preferred platforms. The episode covers Kizik’s video advertising strategies and the importance of balancing Amazon with other sales channels to avoid over-reliance.Wes also shares data-driven tactics for ad mix optimization, competitor analysis, and efficient return management. For more insights or questions about Kizik’s strategy, listeners can reach out via LinkedIn provided in the show notes.Tune in for expert advice on maximizing your Amazon strategy! Episode Notes: 00:28 - Wes Clark Introduction 01:20 - Wes Clark's Background and Entry into Amazon 03:33 - Understanding and Combatting Review Manipulation on Amazon 07:05 - Purple’s Brand Awareness Strategy 09:10 - The Success and Growth of Kizik on Amazon 10:34 - Kizik's Selective Approach to Amazon Listings and Shaping Customer Experience 14:05 - Utilizing Amazon Demand Side Platform (DSP) for Brand Exposure 15:09 - Measuring the Impact of Off-Amazon Advertising on Amazon Sales 16:00 - Growth Levers and Generating Top-of-Funnel Awareness 17:32 - The Importance of Video Marketing for DTC Brands on Amazon 19:00 - Exploring Sponsored Brand Video vs. DSP Video on Amazon 19:49 - Insight into Brand Risks and Challenges When Selling on Amazon 21:20 - Utilizing Data to Inform Strategy and Stay Ahead of Competitors LinkedIn: linkedin.com/in/wesclark2Related Post: Exclusive Access to Middle East Products for US Wholesalers