340 | Understanding Attribution Before Scaling Spend | with Aaron Zagha

Aaron Zagha is the Chief Marketing Officer at Newton Baby, the largest direct-to-consumer brand in the baby sleep category. With a background in investment banking at Deutsche Bank and JP Morgan, Aaron brings a financial operator’s lens to performance marketing, attribution modeling, and team leadership.

Before joining Newton, Aaron led international Ecommerce for Teleflora, managing growth across global markets and navigating the complexity of seasonal retail cycles and cross-border logistics. Today, he applies that same analytical rigor to the world of baby and juvenile goods where trust, conversion, and retention all hinge on deeply personalized journeys.

Aaron shares how finance-trained marketers bring discipline to growth forecasting, why he encourages his team to challenge attribution models, and how incrementality testing has become central to his media mix. He also unpacks the pitfalls of over-indexing on Meta, why Pinterest deserves more spend, and how to onboard new marketing hires with the right mental models from day one.

Whether he's explaining why some site visitors can’t be influenced or why channel diversification is more urgent than ever, Aaron delivers a clear-eyed, tactical view into what’s working in DTC marketing today.

In This Conversation We Discuss:

• [00:40] Intro
• [01:13] Finding opportunity through internal mobility
• [02:34] Building with seasoned tech entrepreneurs
• [03:09] Keeping connections that open future doors
• [03:53] Auditing channel mix to unlock growth
• [04:50] Applying stats to improve ad performance
• [05:54] Selling off-site and skewing test results
• [08:00] Optimizing upstream metrics with caution
• [09:00] Driving sales with offer and positioning
• [10:19] Episode Sponsors: Electric Eye & Zamp
• [12:44] Relying on incrementality to guide spend
• [14:20] Backing bold ideas with leadership support
• [15:31] Humanizing luxury to boost relatability
• [17:01] Turning off losers without ending the test
• [20:14] Feeding AI tools to stay effective
• [21:11] Measuring performance with GeoLift tests

Resources:

• Subscribe to Honest Ecommerce on Youtube
• #1 rated baby crib mattress newtonbaby.com/
• Follow Aaron Zagha linkedin.com/in/aaronzagha
• Schedule an intro call with one of our experts electriceye.io/connect
• Fully managed sales tax solution for Ecommerce brands zamp.com/honest

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