Replays from the Foxwell Founders NYC 2026 meetup
Your Q4 media buying crash course
Eight sessions recorded live in New York, built to get your account ready before Black Friday.
Offer strategy, campaign structure, contribution margin math, AI creative workflows, and the hiring playbook for 2027, taught by operators who do this work every day.
Black Friday Goes Live November 27
Every session is ready to watch now, so you can go into the sale with a plan.
Eight sessions, one plan
Watch them in order as a crash course, or jump straight to the problem in front of you. Every session is the full talk from the room.
Know your numbers
Decide what winning means for the business before you decide what to spend.
26:17
Are We Winning?
Kaena MillerCo-runs a paid media agency
- Plot daily spend against MER to find the spend level that maximizes contribution margin, not ROAS.
- Model how MER decays as you scale, then test 20% budget moves against the prediction.
- Why most brands underspend, and how to keep adjusting live through Cyber 5 instead of locking a budget.
Lock the offer
Pick one offer people understand in a second, then plan how your best customers see it first.
22:21
The Ultimate Proven BFCM Offer Strategy
Alex Greifeld15 years in e-commerce, formerly at Tapestry (Coach, Kate Spade, Stuart Weitzman)
- Four rules for a BFCM offer: one simple discount, your best of the year, at least 25% off, on products people actually want.
- The VIP preview sale: a deeper discount behind a minimum spend, Tuesday to Thursday before Black Friday, sold with plain text emails.
- Why November and December buyers bring the lowest LTV of the year, and what that does to your payback targets.
Build the campaign
Get the structure right now, while there is still time to let it settle before the sale.
16:30
Black Friday on Meta
Ben RadackRuns a Meta ads and creative agency
- His exact build: one highest volume CBO with three ad sets for existing customers, offer ads, and evergreen winners.
- Ad set spend limits (he starts near 25% for existing customers) that stop Meta from chasing easy revenue.
- What to do when the offer loses steam, and why evergreen winners belong in a cost cap campaign after the sale.
42:48
Creative Testing Structure and Q4 Optimization
Barry HottBuying Facebook ads since 2008, with more than $1 billion spent
- Why he now runs CBO with cost caps, and how to move cost caps the way you used to move ABO budgets.
- New batch, new ad set: judge spend and the whole campaign, not a single ad’s CPA.
- The big sale he ran without one sale ad, and how to add sale ad sets inside your existing campaign.
Put AI to work
Let AI carry the volume through December so your team can spend its time on decisions.
17:09
From Ad to Static
Will SartoriusFormer investment banker who now runs a marketing agency
- The agentic workflow that turns a brief into a layered Photoshop file your editor can finish.
- Tagging ads by persona, sub-persona, angle and format so you know what’s working without a debate.
- His 60/20/20 mix of iterations, reskins and net new concepts, and why it shifts to 40/20/40 before Q4.
33:36
What I’m Working On With AI
Thomas MoenRuns an agency serving about 80 Norwegian e-commerce brands
- The back end that reviews every ad account nightly and suggests tasks. His team now approves 87% of them, up from 7% in February.
- Scoring decisions again at 7, 30 and 90 days so the system learns which calls were right.
- Giving clients an AI assistant for their own data, with a human signing off on every decision.
Build the 2027 team
Plan the hires that make next Q4 easier than this one.
33:59
Building the Creative Team You Need for 2027
Joanna WallaceFounder of CreativeRx Consulting, former director of creative strategy at HexClad
- The four creative strategist levels, and why most job descriptions attract the wrong one.
- Why two juniors cost more than one senior once you count the ad spend they control.
- How to vet candidates live in Ads Manager when AI makes every take-home look good.
30:57
A Great Product Won’t Scale Without Great People
Leandro CabriniRuns a recruiting agency for Latin American talent, after years running a performance agency
- Why a good search takes 30 to 90 days, and what to write down before you post the role.
- Sourcing with LinkedIn Sales Navigator: 95% of the people his agency places are headhunted.
- Keeping hires with 30/60/90 day goals, recorded SOPs, and weekly one-on-ones.
Straight from the stage
“In almost every case, we get to the end of Black Friday, we look at the numbers, and we all go, damn, we should have spent more.”
“A good offer is a rising tide. The urgency plus the better offer lifts every ad that’s already pointing at your site.”
“You can’t be making people do math. If people have to think about it, they’ll just scroll on by it.”
“Ask yourself, how much does it cost me to run ads to existing customers when I can just email them?”
Get the full NYC 2026 replay set
Everything from the room in one place, ready to watch before your Black Friday campaign goes live.
- All 8 sessions in full, 3 hours and 44 minutes of talks from Kaena Miller, Alex Greifeld, Ben Radack, Barry Hott, Will Sartorius, Thomas Moen, Joanna Wallace and Leandro Cabrini.
- Live audience Q&A on six sessions, where operators pushed the speakers on cost caps, flighting, LTV cohorts and agency pricing.
- Campaign builds you can copy this quarter, including Ben’s three ad set Black Friday CBO, Barry’s cost cap approach, and Alex’s VIP preview sale run of show.
Before you hit play
Who are these replays for?
Media buyers, agency owners and in-house growth leads running Meta into BFCM. The last two sessions are for anyone hiring creative strategists, editors or media buyers for 2027.
How long is each session?
Between 16 and 43 minutes. The full set runs 3 hours and 44 minutes, so you can finish it in a weekend.
Do I have to watch them in order?
No. If Black Friday planning is the fire in front of you, start with Ben Radack’s campaign build (16 minutes) and Alex Greifeld’s offer strategy (22 minutes), then come back for the rest.
Is the audience Q&A included?
Yes, on six of the eight sessions. Barry Hott’s alone runs about 10 minutes, covering cost caps versus highest volume, retargeting campaigns and customer exclusions.
Want to be in the room next time?
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