[Fully Managed] Alexis Young from Delegator Ep. 83

Introduction

Daniella (D): Hello everybody. Welcome to the Fully Managed Podcast. This is a podcast where we discuss marketing and business tips to help assist you guys in your business journeys. I’m your host, Daniella, and I’m Penji’s partnership coordinator. Today I’m joined with a very special guest, Alexis Young from… oh my gosh, we forgot—Delegator.

D: I was about to say deceased. I’m sorry. Terrible host abilities. I don’t know why my brain short-circuited, but thank you so much, Alexis, for being here. I’m very excited to have you.

Alexis Young (AY): Yeah. Thank you so much for having me, Daniella. It’s great to be here.

Guest Background

D: Great to have you. To kind of break the ice, why don’t you tell us a little bit about yourself, your work at Delegator, and everything we need to know about you?

AY: Absolutely. I’m a Senior Digital Advertising Strategist at Delegator, a PPC advertising firm based in Chattanooga, Tennessee. We work with companies across industries to improve their PPC efforts. We also have a full-service creative team that does website designs and creative ad work.

I’ve been with Delegator for about four years now. My job is to work with clients, build relationships, manage projects, and implement strategies to hit ROAS goals. Before Delegator, I worked in digital marketing for banks, credit unions, politicians in D.C., nonprofits, and museums. It’s been quite a ride before landing in agency life.

Segment: Roast Your Industry

D: That’s really interesting. Before we get into the main questions, we have a segment called Roast Your Industry. What’s the funniest or most horrifying marketing story you’ve experienced?

AY: Oh gosh. I definitely have more than one. Let me think… oh my gosh, Daniella, this one is going to get me in trouble. Actually—can we come back to that one? I’m having a hard time thinking of just one.

D: Yeah, no worries. We can circle back at the end.

Starting at Delegator

D: Let’s talk about Delegator. What’s your role like, and how did you end up working there?

AY: I was working in the financial industry as a digital marketing specialist when someone from Delegator reached out about an opening. I wasn’t looking for a change, but I took the interview and ended up loving the team and the agency’s structure. It convinced me to make a career change.

I joined as a strategist and was promoted to senior strategist a year ago. My job now includes building PPC strategies across platforms like Google, Microsoft, Meta, and Instagram. I maintain client relationships, manage project timelines, and also help welcome new team members and manage interns.

Navigating the Data Overload

D: I saw that Delegator takes a very data-driven approach. With so much data available nowadays, how do you help clients leverage it effectively?

AY: There’s definitely a lot of information, which can be overwhelming. Our job is to identify which metrics actually affect the bottom line. The numbers tell a story, and we use them to guide next steps. We analyze everything internally and then communicate the story behind the numbers to our clients to help them grow.

Balancing Data and Creative Intuition

D: How do you balance data with clients’ personal preferences, especially when they insist on keeping a strategy that’s not working?

AY: That’s a great question. It’s tricky, but necessary. We sometimes need to have hard conversations about pivoting strategies. Just because something has always been done a certain way doesn’t mean it’s the best way. We aim to strike a balance between gut instinct and data, but if we can’t assign value to something, it’s time to reevaluate.

Embracing AI Without Losing the Human Touch

D: With automation and AI on the rise, how does Delegator balance tech tools with human judgment?

AY: Great question. There’s an AI tool for everything these days. But we keep humans first and use AI to strengthen our strategies, not replace them. The human touch is essential because humans know the business best. So we use AI to support our efforts, not lead them.

AI’s Current Limits

D: Yeah, I think AI can’t replicate human connection. It’s helpful, but still needs that human curation.

AY: Exactly. People can spot AI-generated content—it lacks brand voice and personality. It’s a tool to get started, but you’ve got to make sure the final output still feels human.

Unexpected AI Use Cases

D: I’ve even used ChatGPT to help reply to texts, but sometimes the answers are so cringey. Like, “No way I can send this!”

AY: That’s such a good example. It really shows how humans still need to be involved in crafting authentic responses.

Evolving Digital Marketing Trends

D: What unexpected digital marketing trends have you seen lately?

AY: Digital marketing has changed so much. I remember helping companies set up social media accounts because they hadn’t embraced it yet. Now, it’s a must.

It used to be enough to post once a week. Now it’s about posting almost daily—but with quality. Consumer behavior is what drives strategy shifts. The TikTok near-ban was a big moment, even though it lasted only hours, it caused spikes on other platforms like Instagram and YouTube.

TikTok’s Influence

D: TikTok drives a lot of trends—even for people not on the platform. Its influence trickles down to Reels and Shorts.

AY: Absolutely. Even businesses that aren’t on TikTok still mimic its formats and trends. If the ban happens again, it could shift funds and strategies dramatically.

Platform Shifts and User Behavior

D: People were even moving to RedNote and talking about it potentially getting banned too. It really highlights how intertwined global digital marketing has become.

AY: Yes, and if TikTok goes away, budgets will shift to YouTube Shorts, Instagram, or even platforms like Threads, Reddit, and Pinterest, which are quietly gaining users.

Digital Marketing in Pop Culture

D: Can you name any pop culture figures or brands using digital marketing well?

AY: Taylor Swift for sure. She clears her Instagram, uses color schemes, drops Easter eggs—it’s brilliant branding. Her fans stay engaged without overt promotion. Even her wardrobe plays into the album eras.

D: Totally. Even if you’re not a fan, you’re familiar with her strategy. What about a strategy that didn’t work?

AY: Blake Lively’s marketing for “It Ends With Us.” It didn’t match the tone of the subject matter and came off as tone-deaf. It shows how important it is to know your audience.

D: 100%. There’s a balance between fun and appropriateness. If you’re marketing a sensitive topic, you can’t go full Barbie-mode on it.

AY: Exactly. Know your product, your audience, and the tone that fits both.

Closing and Final Thoughts

D: Alexis, it’s been great having you on the podcast. Before we end, want to give your horror story another shot and plug where people can find you?

AY: Thanks again for having me, Daniella. This has been so fun. If anyone wants to connect about PPC or digital marketing strategy, you can find me on LinkedIn at linkedin.com/in/alexisroseyoung.

As for the horror story—let’s go with the classic. I’ve accidentally sent emails with the wrong name or wrong company more times than I’d like to admit. It’s cringe every time!

D: Oh yes, been there. Thank you so much, Alexis.

AY: Thank you!

D: You’ve been listening to Fully Managed, brought to you by Penji. Check out the show notes to learn more about today’s guest and Penji—the human-first creative subscription service. Head to Penji.co, and if you’re still listening, please share the podcast with a friend and don’t forget to subscribe.