Dec 15

Dec 15 Why SaaS Companies Need Different Creative Than E-Commerce (And How to Get Both Right)

SaaS Marketing Strategy, Performance Marketing

One of the most common mistakes brands make is assuming creative is interchangeable across business models. SaaS companies are not e-commerce brands, and treating them the same in paid media, content, and conversion strategy can quietly stall growth. SaaS buyers require education, trust, and long-term consideration, while e-commerce shoppers are driven by immediacy, emotion, and product clarity.

In this article, we break down why applying the same creative playbook to both models often leads to underperformance, and how to build creative strategies that align with each customer journey, protect positioning, and drive real, measurable growth.

Dec 9

Dec 9 From Luxury Fashion to Digital Marketing: Why My Background Makes Me Better at Performance Ad

Claudia Giraldo

Digital Marketing, Professional Insights, Marketing Leadership

Most performance marketers come from data-driven backgrounds, but my path was different. I started in luxury fashion, a world obsessed with aesthetics, brand storytelling, and emotional connection. When I transitioned into digital marketing, I quickly realized that my "unconventional" background wasn't a disadvantage; it was my secret weapon. While others focused solely on metrics and optimization, I understood something crucial: performance ads don't just need to convert, they need to captivate. In this post, I break down why my luxury fashion experience gives me an edge in creating high-performing campaigns that blend compelling creative with data-driven strategy.

May 2

May 2 What Fashion Brands Taught Me About Storytelling in Performance Marketing

Claudia Giraldo

Performance Marketing, Digital Marketing

There's a perception in marketing that brand storytelling and performance marketing are opposing forces. Brand marketers craft beautiful narratives about aspirational lifestyles. Performance marketers optimize click-through rates and test button colors. But this is a false dichotomy. And my background in luxury fashion taught me why. In fashion, every campaign has to accomplish two things simultaneously: build the brand's cultural cachet while driving people into stores (or online) to make actual purchases. A fashion campaign that's beautiful but doesn't sell clothing is a failure. A campaign that drives transactions but erodes brand equity is equally a failure. Fashion has been solving the "brand + performance" challenge for decades. And the principles that work in fashion advertising translate remarkably well to performance marketing, if you know how to apply them.