Maestra COO Advocates for Customer-Centric Marketing Shift to Drive E-commerce Growth

Maryna Hradovich, Co-Founder and COO of Maestra, emphasizes the critical shift from channel-centric to customer-centric marketing as essential for e-commerce brands seeking meaningful growth. Drawing from her experience scaling Semrush into a NYSE-listed company, Hradovich highlights how traditional marketing approaches create silos that hinder personalization efforts. "Channel-centric marketing means you organize and optimize by channels – you have an email campaign, a social campaign, SMS blasts, all possibly working in silos," she explains, contrasting it with customer-centric approaches that start with the customer's perspective and journey.

The urgency for this shift stems from evolving consumer expectations, where customers now expect Netflix-level personalization as the norm. Hradovich notes that consumers overwhelmed with messages will quickly tune out irrelevant content, making personalized engagement crucial for retention and revenue. She cites impressive results from Maestra clients, including Enlightened Equipment achieving 22% revenue growth in two months with no extra spend and Jolyn seeing 17% growth in total company revenue with 22% increase in repeated revenue.

The practical challenge for marketers lies in what Hradovich calls "tool overload" – managing multiple disconnected platforms for email, SMS, product recommendations, quizzes, and business intelligence. This fragmentation creates endless integrations, broken connections, and support tickets that pull focus away from customers. The solution, according to Hradovich, is consolidation through all-in-one platforms like Maestra that handle everything seamlessly. Furniture Fair's experience demonstrates the tangible benefits, achieving a 27% reduction in marketing stack costs while consolidating their tools.

Hradovich emphasizes that successful implementation requires both technology and human support, describing Maestra's approach as "Service-as-a-Software" rather than traditional Software-as-a-Service. Every client receives a dedicated Customer Success Manager who handles data migration, integration building, email redesign, and strategy development. This high-touch service model, combined with the platform's capabilities, enables marketers to focus on strategy and creativity rather than administrative tasks and data management.

For DTC marketing leaders reviewing their tech stack, Hradovich advises focusing on three key areas: personalizing the entire customer journey beyond just email, consolidating fragmented tools to eliminate data silos, and finding strategic partners who can handle hands-on implementation. She particularly highlights the opportunity for mid-market brands, which are large enough to see meaningful growth but shouldn't need to become tech experts to achieve it. The combination of unified technology and dedicated support turns potential into profit by delivering consistent, personalized experiences across all channels tailored to each individual's actual journey and needs.