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

Eight out of ten times when a store underperforms and operations calls for more marketing spend, the problem is not footfall.

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.

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.

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.

Available on Apple Podcasts, Spotify, and YouTube.