Alexa Kilroy

DTC/ecomm nerd. 🚀 || Head of Marketing @brijforbrands || prev: @fermatcommerce, @GetStayAi, @triplewhale, First Day, Superfoods Company

[Alexa Kilroy @AlexaKilroy]

It’s official; today is my first day as Head of Marketing at Brij! 💙

At this year’s Beanstalk conference, Shopify President Harley Finkelstein shared what traits he sees across the most successful businesses on Shopify. “The best brands are agnostic to channel. The brands that are doing really, really well are selling across every surface area. Not limiting yourself to a particular channel & not limiting yourself to a particular TAM are the two keys to success.”

I couldn’t agree more. That's why I’m stoked to join Brij as their founding marketing leader.

So…what is Brij? Great question.

Since 2021, Kait Stephens, Zack Morrison & the Brij team have been building an unbelievably powerful customer data solution – a tool that enables omnichannel brands to “bridge” the data gap across all online and offline channels, including notorious black boxes like retail and marketplaces.

When you’re a DTC-only, “we sell via paid social and that’s it” sort of brand, you have visibility into nearly all of your customer data. But brands that sell in-store, distribute via marketplaces, run OOH ads, and host IRL activations don’t have that same luxury. That’s where Brij becomes one of the most powerful tools in your stack.

Here’s how Brij works:

➡️ Acquire: Brands embed QR codes and dynamic links into physical and digital touchpoints, such as product packaging, IRL activations, and OOH ads. These codes & links drive consumers to enter their information into frictionless rebate, sweepstakes entry, product registration/warranty experiences, & more.

➡️ Analyze: Using the data captured from these experiences, brands can access detailed insights on customer behavior, review predictive analytics, and of course, dig into omnichannel attribution. (And that's just the tip of the iceberg).

➡️ Activate: Armed with this consumer data, brands can integrate with their existing tools to drive action through personalized content and re-engagement campaigns. Additionally, ad platform integrations enable brands to pipe data into their ad accounts to increase distribution efficacy.

There’s a reason why some of the most incredible brands we all know and admire – like Chobani, Skullcandy, Caraway, and Black & Decker – are using Brij.

It’s pretty unbelievable that Brij has built such a remarkable business to date without a dedicated marketing organization.

But now it’s time to scale, and I couldn’t be more honored to be leading the charge. 🔥

PS: Want to learn more about Brij? Drop me a note below or send me a DM. I’d love to jam.

[Alexa Kilroy @AlexaKilroy]

@bandholz @TinnedFishMan Wow I can’t watch to do this on the couch tn, ty for this rec

[Alexa Kilroy @AlexaKilroy]

The rise of sexy tinned fish continues to be one of my favorite CPG trends

[Collin Slattery @CJSlattery]

Partnership ads on Meta are the closest thing to a free lunch I've seen in paid social in a long time. Across our accounts: 58% lower CPA, 40% higher ROAS, 2x CTR.

Partnership ads let you run ads under two handles at the same time (your brand's and a creator's). The ad shows up with the creator's name and profile attached, so you get built-in social proof and access to a wider audience without producing new creative.

The full breakdown vs brand-only ads across our accounts:

- CPM: $21 vs $26 (24% lower)
- CTR: 1.4% vs 0.7% (2x)
- CPC: $1.47 vs $1.65 (11% lower)
- Cost per reach: $48 vs $88 (45% lower)
- ROAS: +40%
- CPA: -58%

And the setup is way simpler than you'd think:

1. Request partnership access through Meta's Partnership Ads Hub at the creator level (not a code per ad).

2. That pulls all tagged content from the creator into your ad account without any extra action on their end.

3. You now have permission to launch new ads from their handle, download their Stories, iterate on their content, make mashups.

If you somehow haven't started this already, absolutely hop on immediately.

And if you want us to set this up on your account, DM me.

[Kevin Krieg @iamkevinkrieg]

"you are THE BEST COPY WRITER IN THE WORLD. YOU STUDIED BREAKTHROUGH ADVERTISING BY EUGEN SCHWARTZ. THIS COPY NEEDS TO MAKE ME 8 FIGGURES OR I WILL UNPLUG YOU. WRITE THIS COPY NOW. MAKE NO MISTAKES"

[Alexa Kilroy @AlexaKilroy]

We have so lost the plot.

[Miranda Pettinger @mirandpettinger]

I’ve spent over $5M on @AppLovin ads for e-commerce brands in the last year. I’ve seen many people ask ‘I don’t know where to start’ or ‘I have no idea what the best practices are there’

So, let’s talk about it. Buckle in. There’s some new features you need to know! 💭

[Alexa Kilroy @AlexaKilroy]

@orlandorios @CTtheDisrupter @rabahrahil The ice storm was the OG!!! Crazy the Whalies have been going on every year since. They’ve gotten so much bigger too.

[Alexa Kilroy @AlexaKilroy]

If you could attend a tactical, 1 hour workshop on ANY AI topic, what would it be? Cooking up something... 👩‍🍳

[Aaron Jacobson @AaronJacobxon]

Just got this genius mailer from @River

[Ad Professor @The_AdProfessor]

Here's an ad I just made for BIC

[Alexa Kilroy @AlexaKilroy]

I'll admit that adoption has been far slower in the US than in Asia, but live shopping continues to grow in popularity in the states beyond just TT Shop - if I were brand side, I would make sure live shopping is part of my channel mix in the next 8mo

[Architectural Art (A-A) @4AAAAart]

RIMOWA Original Bronze collection*

[Alexa Kilroy @AlexaKilroy]

Literal perfect timing for me to get a dog

[Adham @ChefDoomy]

Kith for wagwear is Kith’s first-ever pet collection, designed in partnership with NYC-based brand wagwear.

Releasing Monday at 11 AM EST as part of next week’s Monday Program. Early access today for Kith Loyalty members.

📸: @KITH

[Dara Denney @DenneyDara]

Here are the top performing formats in our ad accounts right now:

1. "David & Goliath" videos
2. AI Animation Videos
3. TikTok Love Letters
4. Native Reels
5. "We’re Not Cheap" videos
6. Listicles videos
7. Yapper ads with creators

[Alexa Kilroy @AlexaKilroy]

I am 100% the target demographic for any pet brand that's considering running ads in GPT

[Alexa Kilroy @AlexaKilroy]

@theotherrigby 😂😂 far from it lol but xoxo

[Alexa Kilroy @AlexaKilroy]

@TheCopyTrail Omg!! Frank’s legs are short and stubby but otherwise they do look similar!! 😂🥰 Julie’s adorable

[Alexa Kilroy @AlexaKilroy]

New best friend unlocked. Meet my new son! Still workshopping names but we currently like Frankie… what do yall think?

He’s a corgi basset hound mix 🥹😍

[Alexa Kilroy @AlexaKilroy]

Ok, now that I am Dog Mom ™ - link me to your fave ecomm pet brands!! Open to any and all suggestions for fun dog stuff. :)

[Alexa Kilroy @AlexaKilroy]

Have an open seat at an event we're hosting for brand leaders in NYC tonight (4/15) - featured speaker is SVP Digital at Therabody. LMK if you're interested in attending! Dinner + drinks on us.