Working remotely, like we do at JDM, doesn’t mean being disconnected from colleagues. As part of our culture-building initiative, and to introduce the digital marketing world to our awesome team members, we regularly peel back the curtain on the lives of JDMers. This week, we’ll get to know Sr. Performance Marketing Manager Ashley Ali!
Name: Ashley Ali
Position: Senior Performance Marketing Manager
Location: Santa Monica, CA
When did you begin working at JDM?
I was actually one of the first 6 employees back in October 2019; I left after 2.5 years and quickly realized the grass isn’t always greener. I returned in October 2023 and am still trying to figure out why I left to begin with.
How did you know JDM was the right fit for you?
As a mom, I need a healthy work/life balance. I love that I can sneak in a few cuddles or a Peloton ride between calls and eat lunch with my daughter. I have no idea how my mom raised us while going into the office!
Aside from the benefits of working from home/flexibility, the people are great and there are lots of growth opportunities and a solid structure. JDM also really cares about and values their employees, which I’ve found is hard to come by.
What’s your favorite part of the workday?
I’m a huge talker, so building relationships and connections with clients is definitely up there. I feel like this is just as important as doing great work, because it creates trust and longevity in the relationship.
I also could talk to a wall, so connecting with people is just one of my favorite things to do.
What’s the most gratifying part of working with your clients?
Well, of course it’s when we improve performance and are helping them reach/surpass their goals. Having them want to spend an extra few minutes to chat and show off our pets/babies is just an added plus.
In a remote company, how do you stay connected with your team?
Lots and lots and lots of Zoom calls. I’ve worked remotely outside of JDM, but remote culture at companies just doesn’t compare to what we have here. The weekly team meetings, games and just ad hoc calls makes all the difference.
What's something you love about JDM?
The culture and flexibility are #1, and they really do care about your growth and support their employees.
Can you recall a time when JDM challenged you, and how we supported you through that time?
I’ve never been an expert at conversion tracking, but JDM has provided me with the tools (by helping me find and then paying for a good course) to learn. They even had me present a knowledge share to the team about conversion tracking a month back, which helped me feel more confident working on it.
What’s the best thing you’ve done with your unlimited PTO?
I haven’t taken that much yet in this stint; shortly after I started, COVID hit, and then I had my daughter. When I was pregnant we did a road trip back to the East Coast and that’s where I gained 75% of my pregnancy weight that I still can’t get rid of, but that southern food was worth it.
What's something you love about the marketing industry?
I chose the paid route because you can see if your strategies are making an impact almost immediately – which is hard to find in other channels.
What do you think has been the most interesting change in the marketing industry or in your channel this year?
The shift to more and more automation is fascinating. At first (and still) it’s a little scary, but if you let go of a little control, it can work wonders and make our jobs a little easier. Of course, we are still essential for knowing which levers to pull and optimizations to make, but the ability to harness the power of the tools is becoming just as important.
What digital marketing platform, technology, or skill do you see gaining the most traction in the next 1-2 years, and why?
Performance Max has really taken off and come a long way since it was launched 2 years ago. I was definitely hesitant at first, but I’m seeing it do great for e-comm clients. It’s no longer as much of a black box as it once was and they provide a few more levers for us to pull, which is nice. I’ve even allowed it to replace some of my non-brand search terms since it’s performed so much more efficiently.
What's something you've implemented or tested, and what was the outcome?
I’ve been testing (and was terrified to do so) just pure broad search for one client and shifting away from our standard Alpha/Beta strategy and have seen much more success, specifically more efficient CPA/stronger ROAS. We’re also testing allowing PMAX to act as our non-brand search vs. running standard non-brand search, and PMAX is outperforming standard search significantly. It’s a little volatile at first, but this whole AI thing can really work, I guess (which is also scary).
What are the names and ages of your kids (or furbabies)?
Camdyn! She’s the coolest kid around and I’m not just being biased. Or maybe I am. She’ll be 3 in May, and she’s basically my twin - she has my personality for sure, probably because her birthday is two days after mine. She’s super outgoing, funny, smart, adventurous, and loving (and absolutely insane). She’s just the best and even though we want more kids, I’m not sure how I could love someone more than I do her.