Cracking the Viral Code: Creators As CMOs

Jonathan Cohen, CMO of Onyx Global Group (Pure Daily Care & Aquasonic), joins Phillip and Alicia to trace the arc from Amazon-first launches to TikTok Shop dominance. This week, we unpack the unmeasurable and explore what it actually means to cede your marketing playbook to a creator economy that doesn't need your permission.

Control Is Overrated, Anyway

Key Takeaways

• Creators are the new CMOs. Brands don't cascade strategy; creators build their own.
• Amazon reviews are still currency. Early investment in social proof compounds over the years.
• Sampling is a long game. Expect results two to three months out, not just the week of Black Friday.
• TikTok Live provides free focus groups. Real-time customer feedback can greenlight a new product line and unlock new growth opportunities.
• You can't dashboard everything. The brands with staying power are building habits, not just conversions.
• "The creators are our mini CMOs. They build their own marketing plans, their own talking points, their own strategies to sell our products." — Jonathan Cohen [00:22:08]
• "We have cut checks for tens of thousands of dollars to creators we've never spoken to before." — Jonathan Cohen [00:22:07]
• "If you brush your teeth, you're an Aquasonic potential customer." — Jonathan Cohen [00:45:28]
• "You're building habits. And there's no better investment in brand than that — because those habits stick with them a lot longer than the ad dollar you spent to get them there." — Phillip Jackson [00:47:50]

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