4 months ago
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Global eyewear company Zenni was facing a problem in 2022: Its customer acquisition costs had risen by around 40% year-over-year, growth had halved from the previous year and the company was spending over $120 million per year on marketing.
That year, David Ting became Zenni’s chief technology officer and global gm for the company and made changes that quickly proved impactful. By cutting back on expensive creative campaigns and using generative AI to create new marketing ideas and product imagery, Ting said he was able to cut Zenni’s marketing costs by half while doubling its profits. Zenni is a privately held company and doesn’t share specific revenue figures — it last reported revenue of around $400 million in 2021.
“We’ve always been a profitable company,” Ting said. “And I have an ROI-based way of thinking about these things. We’ll put more money into the things that are working, and we’ll slow down on the things that aren’t working.”
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