In this episode of the Omnichannel Marketer, host Kait Stephens sits down with Whitney Hudson, Head of Enterprise Sales at Brij, live from Groceryshop.
Whitney shares her journey from journalism and the wedding industry to building a career in marketing technology, including roles at Bronto Software and Simon Data before joining Brij. She discusses what drew her to the challenge of connecting brands with their retail and marketplace customers, how Brij has evolved from capturing first-party data to activating it across advertising platforms, and why verified offline purchase signals are changing the way omnichannel brands measure and optimize their marketing.
The conversation explores how Brij Signal is helping brands close the gap between digital advertising and offline purchases, why stronger first-party data is becoming increasingly important for ad platform algorithms, and how brands like Skullcandy are using that data to improve attribution, audience targeting, and media efficiency.
Kait and Whitney also discuss their experiences balancing motherhood with ambitious careers, the importance of building a strong support system, and why authenticity, curiosity, and human connection remain essential to success in an increasingly AI-driven world.
TAKEAWAYS:
For most omnichannel brands, the majority of purchases happen through retail and marketplaces, leaving a major gap in customer visibility and first-party data.
Brij has evolved from helping brands capture first-party data for CRM and retention marketing to activating that data across Meta, Google, and TikTok through Brij Signal.
As ad platforms increasingly rely on algorithms to optimize campaigns, the quality and quantity of first-party purchase signals are becoming critical to advertising performance.
Brij Signal helps brands connect digital advertising to offline purchases, providing campaign-level attribution that reveals the impact of media spend on retail and marketplace sales.
Better signal goes beyond attribution, helping brands build stronger audiences, improve targeting and suppression, and make smarter decisions about where to invest their next advertising dollar.
Brij Signal complements existing measurement tools like MMM and MTA by providing an additional source of high-quality, verified first-party purchase data.
Skullcandy saw a 30–50% increase in attributed conversions across ad platforms and tripled its known audience size in less than a month using Brij Signal, creating new opportunities for audience targeting and optimization.
Balancing motherhood and an ambitious career requires a strong support system, flexibility, and an understanding that professional and personal priorities will shift over time.
Motherhood can make you a stronger professional by encouraging greater efficiency, intentional time management, and a clearer understanding of how to prioritize what matters.
Building a high-performing team requires trust and flexibility, recognizing that employees may work different hours or have different routines while still delivering great work.
Authentic human connection remains one of the most valuable career and sales skills. Don't be intimidated by titles, make outreach personal, and remember that everyone on the other end of the conversation is human.
