marketing-to-the-algorithm
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ProductWind
ProductWind is a Seattle-based retail influencer marketing platform that helps enterprise brands ramp new product launches in days instead of months. Founded in 2020 by former Amazon product lead Jason Kowalski and ex-Uber engineer Tom Hirschfeld, the company mobilizes thousands of retail-native creators to drive social content, reviews, SEO and sales velocity on marketplaces like Amazon and Walmart. Its core idea - 'marketing to the algorithm' - treats retailer AI systems as a second customer alongside human shoppers, coordinating waves of creator activity to push products from page five to page one.
Jason Kowalski
Jason Kowalski is the co-founder and CEO of ProductWind, an influencer technology platform built for brands that sell on online retailers like Amazon and Walmart. A former Amazon product lead who built the retailer's self-service marketing platform, Kowalski started ProductWind in 2020 on a contrarian idea: brands should market to retail algorithms, not just shoppers. The company coordinates thousands of micro-influencers to move e-commerce metrics that matter to those algorithms - sales velocity, reviews, organic placement, and Best Seller Rank - rather than chasing likes and reach. Bootstrapped and profitable from day one, ProductWind grew revenue tenfold before raising a total of roughly $5.17M in seed funding.