Scaling Digital Strategy, How Creative Ops Impacts Your Ad Spend | Chris Overlay
ABOUT Chris:
Chris Overlay is the Founder and CEO of GetHoptimized, a digital marketing agency specializing in helping craft beverage brands and small to medium-sized businesses grow through strategic advertising, creative operations, and performance marketing. With over 13 years of experience spanning startups, agencies, SEO, website development, and paid advertising, Chris has built a reputation for helping businesses turn marketing spend into measurable business outcomes. Through GetHoptimized, he works closely with breweries, beverage brands, and local businesses to create scalable marketing systems that combine data-driven decision making with compelling creative execution.
Here’s a glimpse of what you’ll learn:
Why niching down can create a significant competitive advantage
How craft beverage brands use creativity and design to stand out
The difference between creative art and functional design
Why successful marketing requires both creativity and data
How to define and track meaningful ROI metrics
The importance of conversion tracking before launching campaigns
Using Google Analytics, Meta Pixel, TikTok Pixel, and Tag Manager effectively
How heat maps and session recordings improve website performance
Strategies for driving foot traffic to brick-and-mortar businesses
Creative ways breweries can measure event marketing success
The role of geo-targeting in local advertising campaigns
Why experimentation often beats expensive market research for SMBs
Lessons from major marketing campaigns that missed the mark
How AI is changing marketing operations and small business support
The value of masterminds, mentorship, and peer communities
Building systems that consistently produce measurable results
In This Episode…
Carl sits down with Chris Overlay, founder and CEO of GetHoptimized, to unpack the science and strategy behind turning marketing spend into measurable ROI. Chris shares lessons from more than a decade in digital marketing, helping craft beverage brands, breweries, and small businesses build high-performing advertising systems that drive real business outcomes.
From niche positioning and audience targeting to conversion tracking and creative experimentation, Chris breaks down what separates successful marketing campaigns from expensive guesswork. He explains why understanding your audience matters more than chasing trends, how data informs better creative decisions, and why small businesses can often move faster and innovate more effectively than large corporations.
Carl and Chris also explore the unique challenges of marketing craft beer brands, the intersection of art and commerce, ethical considerations surrounding AI in marketing, and how community, masterminds, and mentorship have helped shape their entrepreneurial journeys. Along the way, they share practical insights for agency owners, marketers, creatives, and business leaders looking to build stronger systems and better results.
Whether you're running a brewery, leading a marketing team, building a creative agency, or trying to make sense of modern advertising, this conversation is packed with actionable ideas you can put to work immediately.
Resources Mentioned in this episode:
🌐 Website: https://gethoptimized.com
📧 Email: chris@gethoptimized.com
💼 LinkedIn: https://www.linkedin.com/in/chr-overlay
🎙️ GetHoptimized Podcast: https://gethoptimized.com/podcast
Sponsor for this episode...
This episode is brought to you by Epic Made.
Epic Made creates entertainment-quality animation, digital art, and graphic design to elevate brands and build fandom.
We are a collective of senior-level artists across multiple disciplines, producing trailers, key art, social campaigns, branded storytelling, and motion systems for entertainment, gaming, and pop culture brands. Our work has supported major networks and studios, including SYFY and Nickelodeon.
To learn more, visit www.epicmade.net or email hey@getepicmade.com.
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