This interview is with Nick Campion, Digital Operations Manager at Make My Freshener.

Nick Campion, Digital Operations Manager, Make My Freshener

Could you tell us a bit about yourself and your journey to becoming an expert in digital marketing, business management, and ecommerce?

I’m Nick, the Marketing Manager for Makky-My Freshener, an e-commerce company specializing in custom air fresheners. My journey in digital marketing began with a passion for connecting products with the right audiences. Over the years, I honed my skills in SEO, paid advertising, email marketing, and e-commerce strategies. I’ve successfully led campaigns that drive customer acquisition and retention, helping brands scale online. Joining Makky-My Freshener allowed me to blend my marketing expertise with a focus on customization and creativity, driving both brand growth and customer satisfaction.

What pivotal moments or key decisions led you to where you are in your career today?

Two pivotal moments shaped my career. First, diving into e-commerce taught me how to adapt quickly and innovate. Second, joining Make My Freshener was a game-changer—it gave me the opportunity to lead marketing for a niche product, refine strategies for a highly customizable offering, and see how creativity and data-driven decisions can drive substantial growth. These experiences solidified my expertise and passion for helping brands thrive in the digital space.

You've spoken before about the effectiveness of HubSpot for managing multi-channel campaigns. For businesses new to marketing automation, what would you say is the most important first step in implementing such a platform?

The most important first step is to clearly define your goals and processes before implementing HubSpot, or any marketing-automation platform. Map out your customer journey, identify key touchpoints, and decide which actions should trigger automation. Then, start small—focus on one or two core workflows, like email follow-ups or lead scoring, to build confidence and ensure your team understands the platform's capabilities. A solid foundation ensures smoother implementation and long-term success.

Building on that, how can businesses ensure their multi-channel campaigns provide a consistent brand experience while still tailoring messaging to each platform? Can you share an example from your own experience?

To ensure consistency across multi-channel campaigns while tailoring messages, businesses should create a unified brand guide that outlines tone, visuals, and messaging pillars. Then, adapt content to fit the audience and intent of each platform while staying aligned with those guidelines. For example, at Make My Freshener, we ran a campaign promoting personalized air fresheners. On Instagram, we used engaging visuals and short captions focusing on creativity and fun. On LinkedIn, we highlighted the B2B benefits, like branded giveaways. While the messaging varied by platform, the design and brand tone stayed consistent, reinforcing our identity while resonating with each audience.

You've successfully integrated data-driven decision making into your marketing strategy. What advice would you give to businesses struggling to leverage their data effectively for marketing insights?

Start by focusing on the metrics that truly matter for your goals—too much data can be overwhelming. Identify a few key performance indicators (KPIs) aligned with your objectives, such as conversion rates, customer acquisition costs, or lifetime value. At Make My Freshener, we use dashboards to visualize data from platforms like Google Analytics, HubSpot, and our e-commerce system. This helps us spot trends and adjust quickly. My advice is to invest in tools that centralize your data, automate reports, and encourage regular review sessions with your team to turn insights into actionable strategies.

Many ecommerce businesses are hesitant to fully embrace video content. What advice would you give them to confidently incorporate video into their marketing strategy?

Start small and focus on authenticity over perfection. Video content doesn't need to be overly polished—what matters is engaging your audience and showcasing your product’s value. For instance, at Make My Freshener, we began with short, simple videos showing how easy it is to design custom air-fresheners. These performed exceptionally well on social media and email campaigns because they were relatable and informative. My advice: prioritize educational or behind-the-scenes content to build confidence, and leverage platforms like Instagram Reels or TikTok for quick, low-cost experiments. Measure engagement and iterate from there.

How can ecommerce businesses use video to not just showcase products, but also to build a strong brand identity and customer loyalty?

E-commerce businesses can use video to tell their brand story, highlight values, and foster emotional connections. Instead of just showcasing products, create content that resonates with your audience on a deeper level. At Make My Freshener, we produced videos featuring customer success stories and behind-the-scenes looks at our design process. This not only showcased the quality of our products, but also emphasized our commitment to creativity and customization. By showing the human side of your brand and celebrating your customers, you reinforce trust and loyalty while differentiating yourself from competitors.

What role do you see video playing in the future of ecommerce, and how can businesses prepare for those changes?

Video will play a central role in the future of e-commerce, driven by its ability to create immersive shopping experiences. Features like live streaming, interactive videos, and augmented reality (AR) will become increasingly important for showcasing products, building trust, and driving conversions. To prepare, businesses should invest in creating versatile, high-quality video content and explore emerging formats like shoppable videos and AR demos. Platforms like Instagram, YouTube, and TikTok already offer these capabilities, so experimenting now will position businesses for success. At Make My Freshener, we’re exploring live-design demos to enhance engagement and give customers a hands-on feel for our customization process. Embracing these trends early ensures you stay competitive and relevant.

For aspiring entrepreneurs and marketers looking to make their mark in the ecommerce space, what's the most valuable piece of advice you would offer?

Focus on understanding your audience deeply and solving their problems better than anyone else. Success in e-commerce isn’t just about having a fantastic product—it’s about delivering an exceptional experience that aligns with your customers’ needs and values.

At Make My Freshener, we’ve built our brand by prioritizing customization and creativity, listening to feedback, and continuously optimizing based on data.

My advice: start small, test everything, and don’t be afraid to pivot based on what resonates. Always think long-term, building trust and loyalty rather than chasing quick wins.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

Thank you for the opportunity! I'm always happy to share insights and learn from others in the industry—collaboration is how we all move forward.