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Andrew (AJ) Kissh doesn’t chase every shiny new trend — and that’s exactly why his content works.
As Director of Marketing, AJ has built momentum by focusing on relevance over noise: smart Reddit Ads, culture-led LinkedIn posts, and a clear belief that brand feeling beats performative cleverness every time. In this Q&A, he breaks down why nostalgia memes can outperform “thought leadership,” why impressions still matter, and why waiting for approval is one of the fastest ways to kill great ideas.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
Reddit Ads - great exposure, fantastic CTR (+1.5%), and hyper-relevant targeting
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
I shared a meme of a Yamaha Recorder on LinkedIn with the caption "why did we all learn this? what were we being trained for?"
Post Stats: › 650 reactions › 328 comments › 58k impressions› 26 saves › 6 sends
Nostalgia hits HARD, and recorders are (apparently) ubiquitous. That's a powerful combination that drives a visceral reaction in just about everyone. It was absolutely non-business related, yet the brand awareness and distribution helped pump the parakeet name far and wide and naturally led to network growth, conversations about outbound, and a few demos.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
Trend-hopping is a bit of a silent killer, unless you really know what you're doing. Jargon is always a problem, especially in B2B SaaS (everyone wants to sound smart or clever, and they just end up confusing prospects and stalling growth). The ones that are doing it right are handing the reins over to a trusted team who can react fast (when needed) and have a fine enough filter to know what is good buzz and what is "off brand."
4. What’s the metric you care about most and why?
Not my "most cared about" but I do think impressions are too often demonized these days and quickly chalked up as a vanity metric. How can you grow, test, and iterate if you don't have people looking at your stuff? Just like anything, it's a data point. You need to analyze the data from multiple angles to get a full picture of what's really going on.
5. What’s the best piece of advice you’ve ever been given about content or creativity?
"Do less to do more"It's so damn counter-intuitive, but creatives need to be bored. THAT'S when the best inspiration hits: in the shower, on a walk, at a non-work happy hour with folks not in your industry. Creativity is one of the few areas in life you can't always power through with sheer will and force. It's much more like a Chinese finger-trap than it is a one-rep max.
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6. What’s the worst advice you followed for way too long?
Wait for approval 😂sometimes it's easier (and better) to push and apologize than it is to miss a golden window of opportunity waiting for approvals on folks who "don't see the ROI in it"
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
Books:› Purple Cow, Seth Godin› Marketing Outrageously, Jon Spoelstra › Alchemy, Rory Sutherland
Personalities:› Gary V (Cliche, yes, but the dude is right on a lot of things)› Caleb Ralston› Rory Sutherland
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
a. Don't meet for the sake of meeting.
b. 80% and done is better than chasing 100%.
c. You can always push farther than you think.
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
We speak the dialect of our customers in the places where they hang out, so rather than intruding, we're welcomed into the conversation.
10. What’s something about working in socials that doesn’t get talked about enough?
How a brand "makes you feel" is a HUGE part of creating content that resonates. If there is anything dishonest or disingenuous about a brand, it'll bleed through in the marketing content, and that content will die on the vine, regardless of how 'quality' it objectively might be. The best brands are so congruent that it looks and feels effortless, yet that is a byproduct of incredibly high standards and exception filtering.
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