Ian Joseph is General Manager at StackCommerce, where he leads a portfolio of businesses spanning affiliate, marketing agency, and ecommerce. His work centers on consumer product discovery, powered by partnerships that connect publishers, brands, and shoppers.
Ian has spent his career at the intersection of marketing, growth, and data. Across leadership roles at The GLD Shop, Own Up, and Wayfair's AllModern, his work has centered on building novel attribution frameworks, setting investment philosophy and performance measurement, and leading brand and growth turnarounds across the full suite of commercial levers.
Before operating, Ian was an Associate Partner at McKinsey & Company, serving retail and CPG clients on growth, pricing, and digital strategy. He holds an MBA from The Wharton School and a B.S. from Tufts University.
Wednesday, August 12
4:25 PM Track B: Panel: Rethinking Marketing Budgets to Reinvest in the Power of Earned
Retailers over-allocate to paid channels while undervaluing earned media's compounding power—from viral UGC and PR wins to influencer buzz and community advocacy that drives authentic growth at lower cost. Rethinking budgets means shifting dollars to fuel word-of-mouth engines, SEO amplification, and social proof that build trust and sustain momentum long-term. In this panel, marketing innovators share frameworks for auditing spend, scaling earned strategies, and reinvesting savings to create self-perpetuating growth loops that outlast fleeting ad campaigns.
- Shifting budget focus to prioritize earned media channels like influencer partnerships, organic social, and customer advocacy
- Reducing reliance on paid media by reallocating funds toward content creation, community engagement, and PR efforts
- Implementing measurement frameworks to quantify earned media impact on brand awareness, engagement, and conversions to justify reinvestment decisions
Check out the incredible speaker line-up to see who will be joining Ian.
Download The Latest Agenda