Sofi (Dose)
Marketing strategy manager at Dose (hero SKU “Dose for Your Liver”), ~17th employee; built its paid influencer content engine, then moved to post-click: persona landing pages, CRO, pop-ups, email/SMS. Surname not given in the source (spelled “Sofi” in the description, “Sophie” in the talk).
Strong on: angle/persona-specific landing pages and listicles, buy-box CRO, promo assets for Black Friday, connecting acquisition and retention.
Bias to keep in mind: one supplement brand with ~3 hero SKUs; numbers not shared; enthusiastic about the page builder (Journey) she uses, though she says it isn’t sponsored. Talk given at Motion’s “Make Ads That Convert” event (Oct 2026).
Sources: sources/youtube/motion-creative-analytics/.
Notes citing Sofi (Dose)
- Message match between ad and landing pageWhy each ad angle/persona needs its own landing page that repeats the ad's hook and picks up at the awareness stage the ad left the visitor in — Dose, Joanna Wiebe and Dara Denney's guest on how.
- Persona landing pages, listicles and promo assetsHow Dose builds angle/persona-specific landing pages (the "grill dad" listicle), when a listicle format fits, buy box on-page vs redirect for advertorials, PDP vs LP for paid traffic, no-dev page builders (1 month → 1 week), and low-lift Black Friday promo assets.
- Sales / landing page audit checklistA step-by-step checklist for auditing a landing page, sales page or product page (digital or physical) — traffic and offer first, then message match, hero, problem, mechanism, proof, objections, offer/guarantee, buy box/CTA, mobile and post-click flow — each item linked to its evidence note.
- The product-page buy boxBuy-box formula and CRO wins — open with a testimonial, one ownership-benefit sentence + 1–2 sentence recap, stars anchored to reviews, CTA above the fold and ≥80% wide on mobile, contrasting colour, guarantee/USPs under it, value perception (offer, GWP, badges) in the first carousel image.
- Why ads get clicks but no conversionsDiagnosis for good CTR / thumb-stop but low purchase rate — Ben Bennett's "hook and hand" (five reasons people don't take your hand), plus page-side causes (generic page, weak value perception, wrong list).