AMA Recap - Thomas Broucke

Inside Delta Marketing: My Journey and Insights – A Personal AMA Recap

Hi everyone! I’m Thomas Broucke, Performance Marketer here at Delta. If you missed our recent AMA, don’t worry – I’m here to share my experiences, thoughts on marketing at Delta, and some of the questions we covered. Let’s dive in!

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A Bit About Me

I’ve been with Delta for almost two and a half years. When I’m not working, you’ll find me either running, cycling, or cheering on my favorite football team, Club Brugge. My role as a Performance Marketer involves driving user acquisition through ad campaigns on platforms like Google, Apple Search Ads, Meta, and TikTok. I manage budgets, analyze data, and optimize our campaigns to get the most out of our marketing spend while keeping our user base strong and engaged.

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How I Got into Performance Marketing

I started my career at a small marketing agency, then moved to a publishing company before landing at Delta. I’ve always been drawn to the data-driven aspect of performance marketing – I love seeing tangible results and the direct link between our actions and outcomes. It’s incredibly satisfying to optimize our campaigns and see how they contribute to Delta’s growth.

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A Day in the Life at Delta

My day-to-day is a mix of campaign management, deep dives into metrics, and creative brainstorming. I’m constantly monitoring ads, tracking budgets, and checking the quality of users we’re bringing in. When I’m not looking at data, I’m working on new ad concepts or testing strategies on platforms like Reddit and X.com. Plus, I work on affiliate and partnership efforts to broaden our reach. Oh, and I’m also trying to improve my table tennis skills – I didn’t come last season!

The Delta Experience

Working at Delta is dynamic and fast-paced. I get to collaborate with a fantastic team and take ownership of exciting projects. It’s fulfilling to know that our efforts are directly contributing to Delta’s growth. For example, this year alone, our campaigns have reached over 43 million people on social media – that’s a huge motivator!

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My Favorite Feature: The Daily Recap

One of the features I’m really excited about is the Daily Recap on our Home Feed. It’s a personalized, AI-driven news update that delivers unique briefs to each user every day. It’s a bit of a passion project for me, and I’m thrilled with how it’s turning out. It’s been rewarding to see how it enhances our users’ experience by keeping them informed about what matters to their portfolio. You can listen to a version here on Spotify.

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Overcoming Challenges

One of the biggest challenges in my role is balancing short-term optimization with long-term strategy. It’s tempting to optimize based on immediate metrics, but it’s essential not to lose sight of our overall goals. Another challenge is dealing with ad rejections, especially with cryptocurrency advertising. Platforms like Google and Meta have strict regulations, and our ads can get flagged simply for featuring a crypto logo. It’s frustrating but part of the game.

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Staying Updated on Trends

To stay informed about the latest in finance and tech, I read a lot of newsletters and follow key accounts on X.com, Reddit, and Discord. I also use martech tools like AppsFlyer and TikTok Academy. There’s always something new to learn, and these resources help me stay ahead in a rapidly changing field.

Understanding Delta’s Audience

Our audience has grown from primarily crypto users to a broader group of retail investors interested in stocks, ETFs, and other assets. We use techniques like lookalike audiences, remarketing, and interaction-based segmentation to ensure we’re reaching the right people as our product evolves.

The Role of Community Feedback

Community feedback is vital for us. We’re always collecting input through user interviews, our Beta Squad on Discord, and platforms like Canny. When we launched the Home Feed, we used community feedback to fine-tune it. Our community and UX teams are incredible – they’re on the frontlines, managing requests, conducting interviews, and helping shape our product.

Reflecting on a Successful Campaign

I’m particularly proud of our recent Home Feed launch campaign. We used a mix of social media, email marketing, user-generated content, and video animations. Seeing strong engagement stats – high click-through rates, email open rates, and interactions – was a clear sign that our efforts paid off and resonated with users.

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Don't want to miss the upcoming AMAs?

It’s great to have a supportive community at Delta, and I’m thrilled to have had the chance to share my journey and answer your questions. If you want to get more involved, join our Discord Community and ask your question in the #AMA channel for next AMA.

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