In this episode of The Orita Podcast, Aaron Schwartz sits down with Val Geisler, VP, Partner Programs at Digioh. Val has worked agency side, vendor side, and brand side, and she thinks that makes her exactly the kind of person AI cannot replace.

• How Val followed a nonlinear career from theater to Klaviyo to CPG brand to Digioh, and what the through line always was

• Why the gap between a personalized email and a generic website is still the biggest missed opportunity in ecommerce

• How to run a jobs-to-be-done customer interview that actually surfaces the real goal, not the surface answer

• What Digioh learned when they moved identification and ROI dashboards to the homepage instead of hiding them in a reporting tab

• Why the most curious person on the team, not the most senior, should be running your customer interviews

• Val's case for why soft skills are becoming the hard skills, and why AI optimizes for correct while humans can optimize for true

👥 Meet the guest

Val Geisler, VP, Partner Programs at Digioh

🎙 Hosted by

Aaron Schwartz, Co-Founder and Co-CEO at Orita.ai

🎧 Chapters

[00:00] Theater, Retail, and a Nonlinear Career

[01:24] From VA to Klaviyo: Following Skills Over Titles

[03:26] Why Val Went Brand Side After Klaviyo

[05:49] What Digioh Does in One Sentence

[06:13] The Email Personalization Gap on the Website

[08:46] Buckets vs. Rabbit Holes: How to Start Segmenting

[10:13] Quizzes, Buttons, Replies: How to Collect Real Customer Data

[13:11] Jobs to Be Done: Hiring a Product to Do a Job

[15:59] How to Run a Jobs-to-Be-Done Interview That Actually Works

[19:34] The Most Curious Person Wins: Who Should Interview Customers

[28:31] Bringing Customer Insights to a Leadership Team That Wants Numbers

[30:49] How Journeys and Dashboards Changed Digioh From the Inside

[41:28] What Makes a Partnership Actually Mutually Beneficial

[45:04] Soft Skills Are the New Hard Skills: What AI Still Can't Do

🌐 Check out Orita.ai for more episodes of The Orita Podcast, where we sit down with the most interesting operators, marketers, and founders in e-commerce to talk about what’s working right now. Hosted by the Orita team. Orita uses machine learning to help brands send smarter, more profitable marketing, by figuring out who actually wants to hear from you and when.

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