In this conversation, host Eitan Koter is joined by Arooba Kamal, a full funnel growth operator with over 10 years of experience helping DTC brands build sustainable, profitable growth.

Arooba has worked across Meta, Google, CRO, and lifecycle marketing. She’s supported brands in categories where the products are deeply personal - women’s wellness, sensory care, intimate wear, and apparel. Her approach is simple but powerful: start with customer insights, align ICPs, and connect creative, ads, and landing pages into one clear funnel.

She talks about scaling Triumph by listening to customers directly, and how that informed everything from website design to ad strategy. She also shares her learnings from Stimara, where execution-first growth meant focusing less on slide decks and more on testing campaigns and creative angles in real time.

Now, she’s applying that same approach to No Limits, a Shark Tank-backed adaptive apparel brand, and Buck & Buck, a company serving senior citizens. Both brands have strong missions, and Arooba is building the marketing foundations to support their next stage of growth.

Throughout the episode, she highlights why emotion matters in performance marketing, why creative playbooks are often missing in early-stage brands, and how lean teams can punch above their weight by experimenting and learning quickly.

Website: https://www.vimmi.net

Email us: [email protected]

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/

Talk to us on Social:

Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube

Guest: Arooba Kamal, Lead, Digital Customer Growth, Business @ AT&T

Arooba Kamal’s LinkedIn | Website

Watch the full Youtube video here:

https://youtu.be/crLDRMDTGL4

Takeaways:

• Marketing is driven by measurable results.
• Understanding customer needs is crucial for growth.
• Building a user-friendly website can enhance brand presence.
• Adapting to changes in digital marketing is essential.
• Customer personas guide effective marketing strategies.
• Execution is key in implementing marketing strategies.
• Aligning creatives with customer insights improves conversion rates.
• Balancing emotional appeal and performance is vital in marketing.
• Effective leadership fosters a culture of learning and experimentation.
• Practical insights from customer feedback can drive marketing success.

00:00 Introduction to Arooba Kamal and Her Journey

02:13 Building Triumph: From Scratch to Success

04:59 Adapting to a Changing Digital Landscape

07:35 Understanding Customer Personas and Channels

10:26 Execution-First Growth Strategy at Istimara

13:05 Navigating Meta Ads and AI Innovations

15:46 Aligning Creatives with Customer Insights

18:16 Balancing Emotions and Performance in Marketing

20:58 Prioritizing Goals with a Lean Team

23:49 Lessons for Early-Stage Brands

26:35 Mission-Driven Brands: The Case of No Limits

29:20 Conclusion and Final Thoughts