Thrive Digital

At Thrive Digital, the People team is a true partner to the business, sought out for consultation, guidance, and support in nurturing a best-in-class employee experience 🚀 If you bring experience collaborating with People teammates and cross-functional leaders, sharp business acumen, a data-driven approach to decisions and recommendations, and genuine excitement about AI and where HR is headed, we'd love to hear from you ❤️ 𝐂𝐡𝐞𝐜𝐤 𝐨𝐮𝐭 𝐭𝐡𝐞 𝐟𝐮𝐥𝐥 𝐫𝐨𝐥𝐞 𝐚𝐧𝐝 𝐚𝐩𝐩𝐥𝐲 𝐡𝐞𝐫𝐞: https://sl1nk.com/y8orq1m

Before you kill a test, ask three questions: 1️⃣ Have you given it enough budget to let the algorithm actually learn? 2️⃣ Has it cleared the learning phase, long enough that the noise from that phase doesn't skew your read? 3️⃣ Does it pass the eye test? Not a p-value. Just enough volume to mean something. That last one is less about instinct and more about scale. Killing a test based on four leads is a guess, not a decision. Watch our expert, Chris Ho, discuss this and more.

Thrive is the full-funnel agency that treats your budget like our own. We build full-funnel paid programs where strategy, creative, and measurement work together. Paid social, search, CTV, and programmatic, from first click to final purchase, across every channel and every market. No account managers, no hidden fees, your data stays yours. Growth isn't luck. It's a system. Let's build yours.

🚀 Thrive Digital is hiring a Senior HR Business Partner! If you're the kind of HR leader who can navigate a complex people challenge in the morning, coach leaders through difficult decisions in the afternoon, and still find ways to improve how work gets done, this role might be for you. We're looking for someone who loves partnering with managers, balancing employee and business needs, and turning complex people challenges into thoughtful, practical solutions while helping us scale a growing organization. 🇨🇦 Apply Here: https://lnkd.in/g736uhep [WHO IS THRIVE] Thrive is a leading full-funnel digital marketing agency supporting growth for some of North America’s most ambitious companies. We evolve our services through disciplined learning, continuous improvement, and close partnership with our clients - regularly assessing what works, what doesn’t, and where to raise the bar. Our mission is to help companies grow sustainably. To do that, we’ve built deep expertise across performance marketing, brand marketing, digital design, and data and measurement, managing more than $5 billion USD in advertising spend over the past decade. Our work spans startups, scale-ups, and enterprise organizations, including Alo, Zoom, Slack, Uber, Asana, Masterclass, Snapchat, Change.org, and lululemon. Our culture values curiosity, accountability, and thoughtful problem-solving. We challenge our teams to grow and take ownership of their work while respecting boundaries and long-term sustainability. Thrive is a place where experimentation is encouraged, learning is continuous, and people are supported to do high-quality work they’re proud of - together. [BENEFITS SNAPSHOT] 🌐 Fully Remote + Flexible Work (HQ access in Vancouver) 🌴 3 Weeks Paid Vacation ✨ 4 Paid Wellbeing Days (Quarterly) 🎉 Paid Personal/Sick Days (Mental Health, Cultural Celebrations, etc) ✈ Remote Travel Program (After 3 Months of Employment) 🎁 +1 Week of Vacation After 3 years & Additional $1,000 to LSA Annually 🧠 Internal Career Coaches 📚 Internal Learning & Development / UpSkilling Programs 🤝 Leadership Mentorship Hours 👶 Maternity, Parental & Family Leave 👨👩👧👦 Family Bonuses + Adoption Contribution 👛 $1,000 CAD Annual Health & Lifestyle Account ($1,500 Couple/Family) 🏡 $1,200 CAD Annual Work From Home Stipend 🏥 Comprehensive Medical, Dental & Paramedical Coverage 💟 $2,000 CAD Mental Health Coverage ❤️ Short-Term / Long-Term Disability & more!

There's only one funnel. Brand and performance get split into separate teams, separate budgets, separate scorecards, in almost every organization. It feels efficient, but it often hurts overall growth. Each function ends up optimizing against its own metrics, with no shared read on how they affect each other. Performance captures demand. Brand creates it. Treat them as competitors, and you'll always be able to prove performance is "working" while running down the demand it depends on.

116% growth in AI use. Almost none of it in decisions. Generative AI use in marketing grew 116% in the past year, according to The CMO Survey. Nearly all of that growth sits in production: writing, image generation, and ideation. That's real value, but it's just skimming the surface. The harder, more valuable work is sharper targeting, responsive budget allocation, creative that iterates on actual performance data, and systems that build memory over time instead of starting from zero every quarter. Getting there doesn't mean your team needs to build models or write code. It means understanding what's actually happening inside the platforms you're already running: how automated bidding works, what it's optimizing for, what constraints you can set. Skip that step and you're not really adopting AI. You're outsourcing your decisions to whatever logic the vendor built in. If you don't understand how AI works in your stack, someone else is making those calls for you.

Marketing leaders in 2026 need so many skills just to keep pace. AI now heavily influences how bidding happens, audiences are segmented, and creative is optimized, often without much explanation. Budgets are the first thing cut under pressure. Boards want marketers to have revenue ownership on top of brand and demand gen. There's so much to keep track of. In this month's newsletter, we deep dive into the four skills marketing leaders need today to keep ahead of those pressures and thrive in this rapidly changing environment.

There are two types of campaigns and they have opposite rules. Not knowing them leads to expensive mistakes. Evergreen campaigns are your core, always on channels. Think of them as a combination of inputs: creative, audience, bid strategy, budget. Every one of those inputs can change over time. So underperformance isn't a signal to kill the campaign. It's a signal to swap a component. The question is never "should this exist," it's "what needs to change." Test campaigns work the opposite. These need a hard ship or kill criteria set before launch, not three weeks into the results. Pick your threshold (target CPA, percentage lift, whatever fits the test) before a dollar gets spent. Set it after launch and bias creeps in fast. You either keep funding something you're attached to, or you cut it early because you never believed in it. Confuse the two and you'll kill campaigns that just needed a new audience, and drag out tests that needed to die two weeks ago. If a test is going to fail, make it fail fast.

Cross-channel storytelling isn't about telling the exact same story in the same format on every channel. The concept needs to be taken and shaped for each individual platform and journey stage. Copy-pasting one asset across every platform is a recipe for creative fatigue. Watch Raneesha Peiries explain how to think about cross-channel creative in our latest video.

Cross-channel storytelling sounds simple: tell the same story everywhere. In practice, it means your CTV ad, your Instagram ad, your search ad, and your landing page all need to feel like they came from the same brand, even though a customer might see them in any order, on any device, with zero context from the other ones. On our recent episode of The Hypothesis, our Thrive experts, Raneesha Peiries, Christopher Erickson, and Jorge B. Shaadi Moreno, break down why this is harder than it sounds, and why the real problem usually isn't the creative or the media plan. We also get into: ▪️ Why you can't control the order someone sees your ads in, and what to do instead ▪️ The difference between creative fatigue and creative repetition ▪️ If you can actually prove if cross-channel storytelling worked https://lnkd.in/gKRvgP4b