1. Personal

The View from Del Boca Whiska

On January 18, two days before President Biden’s inauguration, I inaugurated a new era at home:

I became a pet parent for the first time in my adult life.

That was the day I brought home two ten-month-old tabby cats from Bideawee, a 118-year-old shelter by the East River in midtown Manhattan.

Despite my first grader’s ideas for Pokemon-themed names before we met the cats, their given names prevailed. Now, bonded brothers Saturday (a tuxedo) and Sunday (all black) live with us in their five-and-a-half-foot tall cat condo that I assembled. I’ve come to call their condo Del Boca Whiska.

The last experiences I had with pets weren’t great. I will spare you. That stretch of mid-to-late elementary school involved guppies, three hamsters, and a disgusting episode of snail reproduction. Unless you’re in the escargot business, please, for the love of Pete the Cat, do not ever bring home live male and female snails.

As a new pet owner, I’ve wondered what influences me given how many products I suddenly needed to buy and no such purchasing history or loyalty. It’s fun to think of it as tabula rasa — the blank slate. That’s not true though. Here’s how I’ve been influenced so far:


The biggest influence wound up being former colleague Anne Hrubala who informed me about Bideawee. Despite knowing many cat owners, my oldest brother included, I can’t think of any recommendation beyond the shelter that relates to brand preference, and my preferences are now quickly getting locked in.

The preferences aren’t really mine, anyway. They’re my cats’ preferences.

Trusted Professionals

Bideawee has potential for outsize influence, not unlike how a hospital sending home a new parent with Pampers can influence a family for years. I checked out the cans of food Bideawee sent home with us, figuring it was some cheap, generic brand, but I was surprised to see Fussie Cat premium wet food went for three times the cost of Fancy Feast. The cats like Fancy Feast more, so I’ll splurge on condo amenities instead, like a shuffleboard court.


It’s a no-brainer to check Amazon, and I tried dozens of generic searches for cat supplies. Amazon is where I got cat-shaped bowls, pet carriers, and an assortment of cat toys. I have no clue what the brand names are for almost anything I bought there, save for the Arm & Hammer lavender spray. Where Amazon unsurprisingly excelled was recommending cat books that I purchased for my daughter, and her aunt sent others over; one of my favorite new photos is my daughter sitting back reading a cat guide with Sunday on her lap.


I don’t remember how I heard of Chewy but figured I’d try it. I knew it had a good reputation. Bideawee would later give me a coupon for it, but I needed some supplies in advance. It could be a good opportunity for Chewy and others to get coupons to potential pet owners as soon as the email thread with the shelter starts. A lot of key purchases happen before the adoption is finalized, not after.

Between Chewy and Amazon, I discovered the Purina Tidy Cats Breeze XL Cat Litter Box System which seemed good for two cats (they’re between 8 and 9 lbs). Chewy was able to ship it faster. I got generic replacement pads for the tray but stuck with Purina litter; it’s all akin to a razor and blade system where you get locked in. I did look at self-cleaning litter boxes, but beyond the high prices for the boxes, the cost of replacement litter and pads seemed insane. Fortunately, I have a great method for cleaning the litter box: make the kid do it.

Local Pet Store

I went to a pet store in my neighborhood that I always pass by. It wasn’t huge and was geared far more to dogs. Prices for cat merch seemed way too high. I bought a few things mainly to be polite but couldn’t justify shopping there regularly, unfortunately. The cat condo rent is too damn high.

TV Ads

I can’t remember the last TV ad I’ve seen, and I don’t know when I last saw an ad for Fancy Feast — maybe the 1990s? I found this one from 1996 that looks like my last time connecting with the brand. It felt like a premium cat food, it was well-reviewed, and the price is consistently reasonable on Amazon, Chewy, and Walmart. The cats love the grilled seafood, so they’ll be getting a ton of that. If only the folks at Nielsen could measure 25-year latency effects.

Banner Ads


Social Media

This was a funny stretch where I made a major life change that I thought about for months and researched for weeks, but I didn’t use social media at all. Only once I got the cats did I start posting cat photos on Instagram and Facebook, and I’m sure the targeting onslaught will begin, along with recommendations from friends.

I asked Saturday and Sunday what they thought of all of this. The cats occasionally look at me as if I am marring the view from Del Boca Whiska while otherwise ignoring my presence. I think that means they approve.

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Thanks to Sandy SloaneMichael BrowneMichael MarzanoClaudia StraussE.B. MossCandice GroblerKeren UnradJaimee Kniffen, and Chris Gorges for spreading the word about the newsletter recently.

Here’s your own personalized link, with more referral rewards for sharing the newsletter. Visit https://referralhub.page/serialmarketer to see how you’re doing.https://www.serialmarketer.net/subscribe/?rh_ref=823bcd55

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Please send over any events you’re hosting or attending, and I’ll add them to the list. All events below are virtual, and all times are EDT.

Tuesdays, 3pm
-2/2: Thomas Kolster, Founder and Creative Director, Goodvertising
-2/9: Tony Winders, Founder, The Winders Group
-2/16: Art Chang, candidate for mayor of NYC
RSVP on our private Meetup (request access if you’re not there)

Alternating Thursdays, 12pm
Join the virtual 1:1 rapid-fire speed-meeting event to connect with fellow Serial Marketers, hosted on the Upstream app.

  • 2/4
  • 2/18
  • 2/25 (bonus event for Esports & Gaming Week)
  • 3/4 (guest speaker: NYC mayoral candidate Art Chang)
  • 3/18

January 28, 1:30-3pm
Via Jason Kramer in the community:
A deep dive into the role Data and AI play in growth marketing today. This session, featuring Anand Ranganathan and Jason Kramer and hosted by Keith Reynolds, will provide an overview of the industry and near-term, actionable tactics you can implement right now as you prepare your marketing plans for 2021.

February 2, 9, 16, 6:30-8pm
Via Badassery: “Our 3-part Project Manage Your Life Series will equip you with key strategies for adding more systems and sparkle to your life so you can tackle your to-dos while still having time for carefree fun. This course will provide you with the tools, frameworks and resources you need to add order to chaos.”
https://badassery-hq.com/events/project-manage-your-life-seriesFIRST WEDNESDAY 
February 3, 6pm
First Wednesday keeps going strong. We have dozens of people RSVPing for this fun NYC tradition led by Zack Rosenberg.

February 8-12
Described by Hollywood insiders, digital influencers, and industry leaders throughout the world as a “must-attend” event, now in its 8th year, Digital Entertainment World (DEW) is where you want to be if you are in the business of creating or monetizing digital entertainment content.

February 11, 12:30pm
A Creatives Roundtable event: You may think that you can’t utilize your skills, passions, and gifts and grow your business but really, these 3 elements define the strengths that set you apart. Join Heather Willems for a 90-minute experience where you will use drawing and improvisation techniques to shift some long-held limitations.

March 3, 6pm
First Wednesday keeps going strong. We have dozens of people RSVPing for this fun NYC tradition led by Zack Rosenberg.

March 16-20
I’m not sure if Stubb’s delivers to me, but I’ll be seeing if they can capture any of the magic with the online festival. “Register today to take advantage of the unique opportunities this event has to offer, including keynotes, Conference sessions, Music Festival showcases, Film Festival screenings, world-class networking, and the unexpected discoveries that are always a part of SXSW, all in a digital setting.”


Keep checking out the #jobs channel in Serial Marketers for more. Here are some great opportunities shared there or sent to me directly.

Director of SEO & other roles
NYC or remote
Via William Álvarez in the community:
“I’m hiring an SEO Director, SEO Managers, SEO Associates, a Content Director/Strategist, and Copywriters. Please contact me via DM until I indicate where to apply officially. I will need to onboard new hires very soon now in January.”
The SEO Director provides team leadership and shares their passion for the discipline by driving growth for a global CPG client.

Product Marketing Manager
New York
Via Kerel Cooper in the community:
The Product Marketing Manager will play a key role in identifying customer segments and communicating the value of LiveIntent data solutions to the market. You will have the ability to lead product marketing initiatives that will contribute to a successful go-to-market process, turn prospects into strategic clients, educate our internal teams through market research and sales enablement programs, and speak to the market through case studies, product collateral, and thought-leadership content.

Head of Growth Marketing
Upstream is looking to hire an amazing growth marketer to get our app into the hands of every professional worldwide. We’re looking for someone who understands virality, is an expert at analytics, and is curious, persistent, and enthusiastic. If you are the person your friends go to when they have growth and marketing questions – we want to hire you!

Communications Manager
data.org has an immediate opening for a self-motivated Communications Manager that will provide critical support to enhance its partnership platform in the field of data science for social impact (DSSI). This role will be instrumental in building a global community, elevating policy and practice ideas, and successfully delivering cross-sector convening activities through content creation, social media management, publications, and webinars.

Product Marketing Manager
Via Krista Thomas in the community: 
This Product Marketing Manager will be responsible for clearly positioning our Data products, including Amobee’s Brand Intelligence software, Data Management Platform, Amobee Audiences, and data/inventory partnership and products for our sales team, clients and the market. This individual’s responsibilities will include defining product positioning, developing the go-to market strategy and executing the plan across the organization while monitoring business metrics and adapting strategies when necessary.

Other job resources:

  • Advisable: Get instant access to top marketing freelancers
  • AMA Job Board: Listings from the American Marketing Association (maybe you can also ask them anything)
  • Beeler.Tech: Job listings for ad operations, programmatic account management, sales operations, and more.
  • Built in NYC: Jobs at a range of levels and functions, as long as you’re okay working in this quaint, backwater hamlet.
  • CareerList: Here’s a form for companies hiring and a form for job seekershere’s the public list with tabs for both
  • Content Writing Jobs: Content marketers, enjoy
  • Creative Women of Color: List yourself in the database and find talent, via Women Who Create
  • ExecThread: Senior roles spanning a range of verticals and cities; membership is free but fully vetted (this uses my referral ID to get you in faster)
  • GLG: Get paid to share your topical expertise; it can lead to some interesting conversations at a potentially decent hourly rate
  • Grace Blue Transitions: A portal for hirers and seekers with resources from this exec recruiting firm
  • The Hired Guns: An array of jobs in marketing and related fields at brands, agencies, and media companies
  • Hue: Amplifying voices of people in color working in marketing
  • Hunterz: A way for connectors to get paid to introduce startups to large enterprises
  • Lead5: A paid service for executive roles, plus intel on changes with companies and PE investments; you can try a risk-free weeklong trial to see if it’s any good for your needs
  • Lunch Club: Match 1:1 around predetermined goals with accomplished professionals (free)
  • NYC Ad Jobs & Networking: A popular Facebook group
  • One Club for Creativity: COVID-19 jobs Board
  • #OpenToWork: There’s a channel in Serial Marketers where you can share what you’re looking for
  • Pangea: Where you can hire college freelancers (and college students can get gigs)
  • Pocit: A platform connecting people of color with jobs in the tech industry
  • Remotists: Remote startup jobs, chronicled weekly
  • Sales Hustle Stack: Find platform-based gigs and other creative ways to earn some extra cash
  • Startup.Jobs: There’s a section for marketing jobs
  • Teal Job Tracker: A free Chrome extension to manage and enhance your job search
  • TechNY Daily: While more technical, there are also some sales and marketing jobs at NY startups.
  • VC Job Boards: AlephEniac VenturesPearSequoiaUnion Square Ventures
  • VentureLoop: Free startup job listings; their paid option is $15/month and might surface more leads (but it might not).
  • Wanted: Wanted helps top talent in tech and marketing find a job at your desired pay. Plug in your salary, stay anonymous at first, and connect with companies that want to recruit you.

Do you run or enjoy other job listing sites? Let me know, and I’ll share them.


Below are offers extended to the Serial Marketers community. To share your own or access the Premium member discounts, review membership options here.

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Marc Lefton is offering brands a free one-hour consultation on your media mix to show how you can integrate programmatic. For agencies, you can get a free one-hour consultation on how to add programmatic to your service offerings. To redeem, contact Marc by email.

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