8 in 10 Stores Didn't Need More Ads. Fix the Floor, Not the Funnel. ft. Yvette Costi, Bloom's The Chemist

<p>Eight out of ten times when a store underperforms and operations calls for more marketing spend, the problem is not footfall.</p><p><br /></p><p>That's the diagnostic reality Yvette Costi works from as CMO of Bloom's The Chemist, and it reframes the entire conversation about what marketing leadership is actually responsible for.</p><p><br /></p><p>In Season 3 Episode 14 of The Black Box of Media, Aleisha McCall sits down with Yvette Costi, Chief Marketing Officer at Bloom's The Chemist, a network of 130 independent pharmacy stores across Australia. Yvette operates inside one of the most complex marketing environments in retail: balancing national brand strategy with hyper-local store needs, running B2B and B2C campaigns simultaneously, presenting attribution data to a board and 150 franchise stakeholders, and diagnosing store-level performance issues before anyone calls for more spend.</p><p><br /></p><p>The conversation covers: the two-speed B2B and B2C strategy that saw a campaign expected to generate 50 leads deliver 180. How de-identified dispensing data combined with census information reveals store-level gaps that standard marketing reports miss entirely. The attribution approach that holds up in a boardroom full of franchise store owners. And the statement Yvette makes near the end that should be the starting point for every marketing conversation: marketing exists to make businesses more money.</p><p><br /></p><p>Available on Apple Podcasts, Spotify, and YouTube.</p>