Ecom Experiences podcast

Ecom Experiences

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Cultivating Brand Awareness During Seasonal Events 32:06

24 weeks 전32:06

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32:06

Celia Mulderrig is the VP of Ecommerce at NakedCashmere, where she leads a team of five employees and agencies to drive double-digital revenue growth year-over-year. Under her leadership, NakedCashmere experienced a 50% growth in new customers. Celia has 15 years of leadership experience in ecommerce, digital and growth marketing, and scaling DTC brands in Asia, Europe, and North America. In this episode… In a highly seasonal and competitive market, balancing brand awareness with performance marketing is critical, especially for startups. How can brands leverage seasonal sales events like Black Friday to boost visibility and long-term growth? After years of navigating challenges in ecommerce, marketing maven Celia Mulderrig discovered the importance of strategic planning and customer-centric tactics. By aligning promotional efforts with product seasonality and employing early acquisition strategies, you can mitigate rising advertising costs during peak periods. Celia also recommends utilizing hyper-segmentation, live streaming, and AI-driven personalization to enhance customer engagement and drive sales without relying solely on heavy discounts. In this episode of Ecom Experiences , Celia Mulderrig, the VP of Ecommerce at NakedCashmere, joins Samir Balwani to discuss building brand awareness during key seasonal events. She shares how NakedCashmere justifies its brand awareness spend, how to manage marketing resources effectively, and how NakedCashmere has positioned itself as a leader in its industry.…

Ecom Experiences

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Building a Community-Centered Brand Through Omnichannel Ecommerce 20:43

26 weeks 전20:43

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20:43

Anne Steeves is the Senior Director of Brand Marketing at Welly Health PBC, a wellness brand producing bandages, ointments, and other first-aid essentials. She played a significant role in scaling the brand from premarket to acquisition. With experience in nonprofits, for-profits, and startups, Anne built a $10 million ecommerce business from scratch. In this episode… In a competitive digital space where legacy brands dominate the market, it’s not enough for startups to launch their products on DTC sites. How can you diversify your channel investments to build brand and product awareness? After many attempts to gain brand awareness for a wellness brand on a DTC platform, brand growth expert Anne Steeves recognized the challenge of generating traffic from scratch and ultimately sunsetted the brand’s DTC site. Adopting an omnichannel approach allows brands to leverage built-in traffic from retail partners like Amazon, Walmart, or Target. Rather than selling products on a DTC site, you can use it to generate promotional content directing consumers to your retail sites. Partnering with retail channels also allows you to convey your message and build a community of loyal supporters. In this episode of Ecom Experiences, Anne Steeves, the Senior Director of Brand Marketing at Welly Health PBC, joins Samir Balwani to discuss building brand awareness through omnichannel selling. Anne explains how to generate excitement from customers, how to position your products, and how Welly achieved explosive growth by pivoting from DTC to omnichannel ecommerce.…

Ecom Experiences

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Mastering Paid Acquisition Strategies 25:10

28 weeks 전25:10

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25:10

Kevin Shields is the Senior Growth Marketing Manager and Acquisition Lead at Atlas Coffee Club, a DTC brand delivering fine, freshly roasted coffee. As a DTC ecommerce growth marketer, he has experience in paid social and search, CRO, email, and SMS. Kevin has worked with notable brands, including Harper Collins Publishing, Wedderspoon, Authentic Empire Music Group, and FarmersCart. In this episode… When launching products in a mainstream category like coffee, it can be challenging to differentiate your brand from thousands of others. How can you educate consumers about your brand’s uniqueness? Growth and acquisitions marketer Kevin Shields manages strategic channel investments for a luxury coffee brand. He emphasizes testing native ads and creative campaigns on various channels to identify opportunities and assess data results. You can also launch innovative, brand-exclusive products on multiple channels to reach and educate diverse audience groups. This strategic expansion allows you to maintain growth and profitability. In today’s episode of Ecom Experiences, Samir Balwani invites Kevin Shields, the Senior Growth Marketing Manager and Acquisition Lead at Atlas Coffee Club, to talk about paid acquisition strategies for growth. Kevin shares advice for new marketing leaders during their first 90 days, how he measures high-performing creative campaigns, and a day in his life as a paid acquisitions lead.…

Ecom Experiences

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Navigating Seasonal Demand Challenges 22:16

30 weeks 전22:16

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22:16

Katie Buczek is the Director of Sales for Amazon and Ecommerce at Totes Isotoner, a retailer selling umbrellas and rain gear that was acquired by Randa Apparel & Accessories in 2024. She is also a member of the Digital Shelf Institute and the Women in Retail Leadership Circle. Before Totes, Katie managed independent sales teams at Alpargatas and drove significant sales increases at David Donahue, Inc. In this episode… In today’s fast-paced ecommerce landscape, brands must consider consumer behavior, seasonal demands, and fierce competition. How can you strategize growth while balancing these factors? As a sales leader for a retail brand’s ecommerce channels, Katie Buczek must generate demand for weather-dependent products. She accomplishes this by monitoring consumer purchasing trends and leveraging data-driven insights for advertising campaigns. Promoting similar products across categories can also drive sales during off-season periods. With so much competition on Amazon, Katie leverages seasonal promotions to capture consumers’ attention and drive them to product listings. In this week’s episode of Ecom Experiences, Samir Balwani hosts Katie Buczek, the Director of Sales for Amazon and Ecommerce at Totes Isotoner, to talk about scaling product demand among the competition. Katie discusses the brand’s data analytics strategies, how she balances wholesale, Amazon, and DTC sales, and the role of influencer partnerships in driving demand.…

Ecom Experiences

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Decoding Sustainable Brand Growth 27:13

32 weeks 전27:13

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27:13

Adam Gassman is the Chief Growth Officer at Beam, a functional wellness brand offering natural supplements. He is also the Founder of Lane 529, which offers personalized strategies for brand growth, and an investor and advisor for multiple companies. As a growth and marketing executive, Adam has over 10 years of experience driving user growth for content and DTC brands. In this episode… From rising ad and customer acquisition costs to various ways of measuring creative performance, driving brand growth requires agility and innovation. How can you balance your efforts to promote profitable and sustainable growth? In recent years, creative has become increasingly strategic and integral to brand growth. Optimizing performance on creative campaigns requires analyzing engagement and hook rates through quantitative and qualitative testing. Growth specialist Adam Gassman was eager to launch a campaign on Facebook, but without assessing his target audience, the campaign failed to perform. He emphasizes integrating brand marketing with creative to boost engagement and drive profitable results. As the key growth driver for a functional wellness brand, Adam has observed significant success in channel diversification for advertising and retail media. In the latest episode of Ecom Experiences, Samir Balwani chats with Adam Gassman, the Chief Growth Officer at Beam, about driving growth in the ecommerce age. Adam shares how Beam integrates product innovation in its growth efforts, the importance of continuous learning and testing, and how AI can aid in overcoming marketing shortcomings.…

Ecom Experiences

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From Lean Budgets to Big Impact: Ecommerce Growth Tactics 29:01

34 weeks 전29:01

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29:01

Craig Horsley is the Director of Ecommerce Growth Strategy at Revision Skincare and a Digital Marketing Consultant at HRC Digital. As a seasoned leader in creative digital marketing and ecommerce, he has experience in digital and retail media, Amazon Advertising, content, and analytics. Before Revision Skincare, Craig held multiple roles at Galderma, including Digital Marketer and Ecommerce Media Manager. In this episode… Ecommerce is fast-paced, with shiny new technologies distracting brands from their goals. As competition becomes fierce and budgets become tighter, how can you drive brand growth while focusing on what truly matters — the customer? As an ecommerce leader in the beauty and skincare space, Craig Horsley has navigated competitive pressure to increase ad spend. Yet he argues that doubling down on your budget impedes your brand’s share of voice. Instead, you should focus on your brand’s marketplace value by diversifying your budget across marketing and media channels that allow you to convey an authentic brand voice. In today’s episode of Ecom Experiences, Samir Balwani sits down with Craig Horsley, the Director of Ecommerce Growth Strategy at Revision Skincare, to discuss evolving your brand strategy in a competitive market. Craig shares strategies for budget prioritization, fundamental advice for new marketing leaders, and how he stays ahead of the digital curve.…

Ecom Experiences

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Scaling Brands With Authentic Stories 42:20

37 weeks 전42:20

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42:20

Eleah Portillo is a Fractional CMO at For Wellness, a performance-based wellness brand. As a marketing consultant for DTC and ecommerce brands, she has 20 years of experience managing growth-driven marketing strategies. Eleah is also an Adjunct Professor of Entrepreneurial Marketing at Loyola Marymount University. In this episode… In a competitive ecommerce market, simply designating yourself as a luxury brand doesn’t make you one. You must first identify your precise customer demographic, but some brands may misidentify their consumers, leading them to create a dull brand story that doesn’t resonate. How can you specify your target audience and achieve luxury brand status? As a fractional marketer for wellness brands, Eleah Portillo resonates with companies that have universally relatable and authentic brand stories. She found herself drawn to a company that offers wellness products for golfers despite not having any knowledge of the sport. Achieving this widespread reach requires identifying and focusing on your target customers’ needs and purchasing preferences to establish a direction for your brand story. You must also craft your products to appeal to these demographic components, driving product demand through a community of loyal followers. Tune in to the latest episode of Ecom Experiences as Samir Balwani welcomes Eleah Portillo, a Fractional CMO at For Wellness, to talk about crafting a luxury brand in today’s ecommerce landscape. Eleah addresses the evolution of media-buying and how to integrate retail media into performance marketing, how to optimize the ecommerce flywheel, and how brands can establish relationships with media-buyers.…

Ecom Experiences

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Revolutionizing the Funeral Home Industry Through Growth Marketing 24:29

39 weeks 전24:29

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24:29

Will Prout is the Head of Growth at Titan Casket, which manufactures easily accessible and customizable caskets. As an experienced DTC marketer and growth hacker, he specializes in helping consumers in overlooked industries. Before Titan Casket, Will was the Director of Growth Marketing at Perry Health and the Senior Manager of Paid Acquisition at Fabric Technologies. In this episode… Niche spaces like the funeral industry are often hindered by tight buying windows and one-time purchases, necessitating creative marketing campaigns and consumer education. How can you solve these problems to move your startup in the right direction? Upon entering the funeral industry, growth marketer Will Prout discovered that funeral homes often pressure people to purchase overpriced caskets just before the funeral, leaving them with few choices for planning and customization. By developing fun characters, creating educational social media content, and including celebrity features, Will and his team entice customers to purchase customizable caskets in advance on ecommerce sites. If you’re struggling to educate and market to consumers, you can offer innovative product solutions rather than exhausting all your marketing resources, allowing you to boost sales and streamline growth. In this episode of Ecom Experiences, Will Prout, the Head of Growth at Titan Casket, joins Samir Balwani to talk about revolutionizing the funeral industry through creative marketing and product strategies. Will explains how he educates consumers on the FTC (Federal Trade Commission) Funeral Rule, the surge of AI in marketing caskets, and the value of continuous learning in niche industries.…

Ecom Experiences

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Harnessing Innovation and Influencers in Ecommerce 27:58

41 weeks 전27:58

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27:58

Mila Mendez is the Vice President of Digital Media and Ecommerce at RéVive Skincare, a luxury skincare line where she oversees the global strategy and operations of the brand’s online presence and performance. She also collaborates with cross-functional teams and external partners to optimize the customer journey, enhance the brand’s image, and drive revenue and profitability. As the former VP of Ecommerce at Milk Makeup and Laura Geller Beauty, Mila has a track record of growing ecommerce channels and platforms for consumer luxury brands. In this episode… Are you struggling to balance high-quality content production, rising acquisition costs, and global ecommerce distribution? How can you keep your existing customers engaged while expanding into new online marketplaces? Mila Mendez spearheads ecommerce and digital efforts for a luxury skincare brand, so she understands the importance of consumer engagement and education in scaling. Consumer product brands must produce quality, informative content daily, ensuring their messages reach target audiences across multiple channels. Mila accomplishes this by leveraging influencers who specialize in the brand’s sector to build awareness and educate consumers on the products. Once you’ve identified and engaged your target audience, you can expand into new markets by segmenting your customer base and creating exclusive offers. In this episode of Ecom Experiences, Samir Balwani interviews the VP of Digital Media and Ecommerce at RéVive Skincare, Mila Mendez, about how she scales and innovates in the competitive skincare industry. Mila emphasizes the importance of educating consumers on product value, adapting marketing strategies to various cultures, and maintaining a strong customer base through innovative retention strategies.…

Ecom Experiences

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Building, Scaling, and Protecting Your Ecommerce Brand 26:55

43 weeks 전26:55

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26:55

Jesse Nuttall is the Head of Ecommerce at Goal Zero, which provides portable, cost-effective power solutions for the Congo. As a senior business leader, he has over 15 years of experience developing digital marketing strategies that have propelled revenue growth for large- and mid-sized companies. Jesse provides strategic thought leadership on digital strategies, revenue growth, partner development, and trends in online channels. In this episode… Maintaining your brand’s edge in an increasingly competitive ecommerce landscape can be arduous, especially with disruptive new technology and other industry shifts creating distractions. How can you stay ahead of the curve and position your brand as the go-to option for consumers? With the advent of AI, augmented reality, and automations, ecommerce leader Jesse Nuttall has become an expert in prioritization. He performs cost-benefit analyses to ensure he makes decisions that propel the business forward amid competition. Some top-priority decisions involve generating brand awareness by building customer relationships and communicating a product’s benefits over similar ones from competitors. With competitors appropriating market share and commoditizing products, positioning your products as superior is vital. Tune in to the latest episode of Ecom Experiences as Samir Balwani hosts Jesse Nuttall, the Head of Ecommerce at Goal Zero, to discuss tackling competition among technological advancements. Jesse talks about brand differentiation, the importance of networking and being a lifelong ecommerce student, and AI’s impact on the ecommerce industry.…

Ecom Experiences

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Harnessing the Power of Niche Marketing in Ecommerce 25:12

45 weeks 전25:12

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25:12

Kaleigh Redington is the Director of Marketing at Zen Habitats, a company that creates innovative reptile enclosures and products, and the Marketing Director at WeGro Co, a pet marketing agency. At Zen Habitats, she transitioned from a Brand Manager to the Director of Marketing in less than two years. Kaleigh has over seven years of experience in UX design and social media, digital, influencer, brand, email, and SMS marketing. In this episode… Leveraging niche marketing in a startup can be a rich and valuable learning opportunity for driven professionals. How can you accelerate both brand and career growth using this strategy? Marketing specialist Kaleigh Redington knew nothing about reptiles and wasn’t the least bit interested in them. Yet she was the first employee on the marketing team of a reptile enclosure startup, spearheading the brand’s growth from a sales boom during the pandemic to a significant decline shortly thereafter. Kaleigh notes the value of community building through creative and educational social content and SMS marketing in sustaining growth in a niche market. This includes affiliate and influencer marketing with industry experts and boosting SEO through informational articles. In today’s episode of Ecom Experiences, Samir Balwani welcomes Kaleigh Redington of Zen Habitats and WeGro Co, who shares her experience navigating a niche market. Kaleigh talks about the importance of adapting strategies in response to market trends, how to empower your marketing team, and Zen Habitats’ new product offerings.…

Ecom Experiences

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The Power of Data-Driven Ecommerce Strategies 25:43

47 weeks 전25:43

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25:43

Andrew Mosko is the VP of DTC, Ecommerce, and Marketing at Juiced Bikes, an e-bike company focused on sustainability and meticulous engineering. With a focus on balancing brand awareness and performance marketing, he has led strategies around promotions, online merchandising, and digital campaigns. With experience in both large and small organizations, Andrew emphasizes data-driven decision-making and fostering an innovative team culture. In this episode… The ecommerce space is flooded with innovations and consumer expectations, pushing brands to stay agile amid fierce competition. How can you navigate a market saturated with quick, cheaper alternatives to stay competitive? Ecommerce and marketing leader Andrew Mosko oversees Juiced Bikes’ response to a competitive e-bike landscape by focusing on product quality, consumer education, and precise engineering techniques. He emphasizes analyzing data to make strategic decisions grounded in consumer trends and marketing campaign performance. To differentiate yourself from the competition, Andrew recommends educating customers on your product’s unique value proposition through clear communication, guiding them to make informed purchases. In this week’s episode of Ecom Experiences, Samir Balwani sits down with Andrew Mosko, the VP of DTC, Ecommerce, and Marketing at Juiced Bikes. They talk about data-driven marketing strategies and customer engagement for a specialty brand. Andrew also discusses future-proofing your brand, how to stay relevant among rapid growth and competition, and the implications of AI and other technological advancements.…

Ecom Experiences

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Scaling Ecommerce Success: Unleashing the Power of Customer Experience and Data Strategy 29:23

49 weeks 전29:23

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29:23

Jennifer Peters is the Senior Manager of Ecommerce at OLLY, a gummy vitamin brand. In her role, she leads the DTC ecommerce program, managing retention, warehouse management, web development, and inventory oversight. Jennifer is adept at navigating the complexities of FDA regulations for supplement branding and excels at finding innovative solutions to emerging challenges in the ecommerce space. In this episode… For brands in a highly regulated industry like vitamins and supplements, merging compliance with ingenuity is crucial for achieving growth and customer engagement. How can these brands navigate a turbulent landscape to reach their consumers? As an ecommerce leader spearheading DTC strategies for a vitamin company, Jennifer Peters has adopted an agile and proactive approach to managing customer acquisition alongside shipping and privacy laws. Her strategies include personalizing the customer experience to differentiate offerings from industry giants and leveraging reviews and feedback to identify new audience segments. Jennifer also advises sharing customer data and insights across internal departments to inform product and marketing strategies. In this episode of Ecom Experiences, Samir Balwani welcomes Jennifer Peters, the Senior Manager of Ecommerce at OLLY, to discuss tackling industry-specific challenges in ecommerce. Jennifer addresses how to use AI to optimize customer behavior analysis, the importance of customer empathy, and how to maximize ROI from your ecommerce tech stack.…

Ecom Experiences

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Building Brand Awareness and Winning in Ecommerce 33:31

50 weeks 전33:31

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33:31

Jen Yu and Alex Penfold are the Co-founders of Jaxon Lane, an award-winning California-based skincare brand. After Alex became dissatisfied with existing men’s skincare products and began using Jen’s products instead, the husband and wife team founded Jaxon Lane to offer high-performing skincare for men. Jen is also the Business Enablement Lead of Google’s food division. In this episode… In a market saturated with countless choices and fleeting trends, standing out with genuinely superior products could be the difference between temporary success and establishing a legacy brand. How can brands achieve this competitive edge? Husband-and-wife duo Jen Yu and Alex Penfold recognized a gap in the skincare market. They began designing effective products using Korean manufacturing techniques and a strategic brand personality. Differentiating your brand and products in a crowded market often requires launching an initial standout product to gain attention and drive consumer interest. Your first product should serve as a baseline for future products that can address unmet needs and connect customers to your brand. Join Samir Balwani in today’s Ecom Experiences episode as he interviews Jen Yu and Alex Penfold, the Co-founders of Jaxon Lane, about building an innovative and disruptive skincare brand. Together, they talk about the risks and rewards of a long-term growth strategy, how to maintain sales momentum with seasonal products, and the brand’s quick trajectory.…

Ecom Experiences

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Leveraging Subscription Models To Scale an Ecommerce Brand 21:38

51 weeks 전21:38

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21:38

Shelley Griffin is the Director of Ecommerce and Marketing at Caffe Vita, a Seattle-based coffee roasting company established in 1995. With over 10 years of in-house and agency experience and two years with the company, Shelley has been instrumental in scaling Caffe Vita’s online store and subscription program. She is dedicated to bridging the gap between physical retail experiences and digital engagement. In this episode… Launching an ecommerce store can be an exciting but challenging task that requires a meticulous balance between innovation and customer retention. How can companies transition customers from a traditional shopping path to a new, engaging digital experience? Ecommerce strategist Shelley Griffin has reimagined a brick-and-mortar coffee shop through a strong ecommerce strategy. For brands transitioning from in-store to ecommerce subscription services, tailored customer service and data-driven-decision making are crucial for sustaining growth. Subscription services create recurring revenue streams and deepen consumer engagement, while regularly reviewing customer data to establish buying habits allows you to develop and refine retention strategies. In this episode of Ecom Experiences, Samir Balwani sits down with Shelley Griffin, the Director of Ecommerce and Marketing at Caffe Vita, to talk about scaling the brand’s ecommerce platform. Shelley delves into the nuances of running an online store, from revamping the subscription model to setting a strategic direction for the brand’s ecommerce growth.…

Ecom Experiences

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Boosting Ecommerce for an Outdoor Gear Brand 23:23

52 weeks 전23:23

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23:23

Ashlee Anderson is the Director of Ecommerce and Performance Marketing at DECKED, a truck bed storage solutions company. She previously served as the Director of Ecommerce and Performance Marketing at Rumpl, an outdoor gear brand known for its performance material blankets. In this role, Ashlee oversaw the ecommerce journey on DTC and Amazon, balancing paid advertising with retention marketing strategies. She has experience in the digital consumer journey, including paid search and social, CTV, affiliate, email and SMS marketing, and display. In this episode… Ecommerce is not just about selling products; it's about revolutionizing how consumers interact with brands. With traditional cookie-based targeting becoming obsolete, companies are left wondering how to connect with their customers authentically and efficiently. Facing a world of endless possibilities, how can you navigate the complexities of marketing in a cookieless environment? Innovative marketer Ashlee Anderson emphasizes the need for holistic customer journeys that transcend traditional marketing silos and the growing reliance on first-party data amid privacy changes. You can utilize AI and machine learning for precise data collection and audience targeting. In your marketing efforts, focus on creating a consistent brand experience across all channels, leveraging content creators to convey a comprehensive narrative. With each strategy, Ashlee says to embrace continuous testing and learning to encourage innovation and prevent stagnancy. In this episode of Ecom Experiences, Samir Balwani invites Ashlee Anderson, the former Director of Ecommerce and Performance Marketing at Rumpl, to talk about adapting marketing strategies for ecommerce businesses. Ashlee shares her insights on the importance of not settling for the status quo and AI's potential to transform how brands engage with their audiences.…

Ecom Experiences

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Marketing Optimization: Harnessing Data and Experience 38:27

1 year 전38:27

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38:27

Nick Hernandez is the Director of Ecommerce at Felina, a women's apparel and intimates company. In his role, he drives the brand's recent pivot toward ecommerce and direct customer relationships. Nick is also a Founding Member of CartStars, a peer group of the most recognized leaders in ecommerce and retail. With nearly a decade of experience in health and beauty marketing, Nick has honed his expertise in brand storytelling and audience engagement. In this episode… In the fast-paced ecommerce landscape, leveraging storytelling to understand customers’ motives can transform a brand's trajectory. Yet what happens when a company needs a fresh strategic direction? How can you sift through layers of established practices to carve out a new path? Seasoned marketer Nick Hernandez approached his new role as an ecommerce director in a niche retail space by conducting a thorough audit to identify inefficiencies and optimize the brand’s marketing strategy. While storytelling connects with customers and drives brand engagement, you can enhance your approach by leveraging customer data, key behaviors, and purchasing patterns. This allows you to create customized subscription models that cater to these specific insights. In today’s Ecom Experiences episode, Samir Balwani chats with Nick Hernandez, the Director of Ecommerce at Felina, about marketing leadership and growth. Nick shares insights on optimizing tech stacks, identifying customer buying habits, and AI’s role in the future of marketing.…

Ecom Experiences

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Mastering Ecommerce Strategy and Cultivating Creative Content 25:13

1 year 전25:13

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25:13

Colin Nielsen is the CMO and Marketing Director at Tier 1 Concealed, where he has been instrumental in driving the brand’s growth and recognition in the concealed carry enthusiast space. In his role, he is responsible for product development, content creation, and spearheading marketing initiatives. Colin’s expertise spans graphic design and strategic planning, combined with a keen understanding of market dynamics and consumer behavior within the industry. In this episode… What does it take to market high-quality, customizable products in a niche industry? Balancing strategy and creativity can be a tricky affair, especially when your target audience is known for their exceptional discernment and expectations. How can you meet these expectations and create a brand that resonates and grows? As a marketing leader managing strategy for a dynamic team, Colin Nielsen emphasizes long-term strategic planning for creative projects. By combining a holistic vision with a flexible strategy, you can adapt to market changes and consumer preferences. Your creative approach should involve developing engaging video content that showcases your product’s uses, educates consumers, and fosters trust and appeal. Additionally, these efforts can be combined with animated product launches to provide clear benchmarks for marketing goals and fuel brand engagement and sales. In this Ecom Experiences episode, Samir Balwani sits down with Colin Nielsen, the CMO and Marketing Director at Tier 1 Concealed, to talk about marketing leadership and strategic ecommerce growth. Colin shares his methods for strategic planning, how to leverage content creation to demonstrate product effectiveness, and Tier 1 Concealed’s future product launches and website redesigns.…

Ecom Experiences

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How To Boost Conversions and Eliminate Skepticism 20:45

1 year 전20:45

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20:45

Ryan Regan is the Director of eCommerce at VKTRY Gear, which produces performance insoles that help athletes run faster and jump higher. His expertise spans all phases of e-commerce and digital marketing projects, making him a trusted source for strategies to optimize conversion rates. In this episode… Specialized products are some of the most difficult to sell, and cultivating brand recognition and consumer trust from these products alone is even more challenging. What strategies can you leverage to drive conversions for your products? As the leader of e-commerce efforts for a brand specializing in performance athletic shoes, Ryan Regan has successfully tackled high levels of skepticism surrounding the products. Despite their proven functions, the shoes are visually unappealing and priced high, which boosted the brand’s traffic but decreased conversion rates. To combat this skepticism and foster consumer interest, Ryan suggests including video reviews on website landing pages and recruiting target customers to be product influencers. In the latest Ecom Experiences episode, Samir Balwani sits down with Ryan Regan, the Director of eCommerce at VKTRY Gear, to discuss his strategies for optimizing the brand’s conversion rates. Ryan explains how he integrates segmentations with persona-building, a day in his life as an e-commerce director, and VKTRY’s brand story.…

Ecom Experiences

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The Secret to Marketing Across Broad Audiences 35:44

1 year 전35:44

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35:44

Hannah Gates is the Head of Marketing at Reliefband Technologies, creators of anti-nausea wristbands. As a brand marketer and leader, she has built and scaled global health and wellness brands, start-ups, and unicorns. Hannah has experience creating and executing creative visions, enhancing the customer journey, and developing content strategies. In this episode… Marketing a brand is tough enough, but when your brand appeals to everyone, it can be even more challenging. How can you convince a broader market of your products’ uses while fostering a cohesive brand story? Marketing problem-solver Hannah Gates has faced and conquered this dilemma when marketing an anti-nausea band’s widespread uses to the market. She recommends segmenting your target audiences based on specific needs and marketing directly to those subgroups to create authentic connections. This allows for greater personalization while remaining true to your ethos. To gain market share and stay ahead of the curve, strategize and test new marketing strategies to set yourself up for future success. In this Ecom Experiences podcast episode, Samir Balwani sits down with Hannah Gates, the Head of Marketing at Reliefband Technologies, to discuss comprehensive marketing tactics. Hannah explains how to educate diverse audiences about your product, the importance of balancing strategy with creativity, and her marketing journey with notable brands.…

Ecom Experiences

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The Highs and Lows of Entrepreneurship 25:21

1 year 전25:21

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25:21

Justin Silver is the Co-founder of AAVRANI, a science-backed hair and skin care brand. As an investor turned business owner, he has experience growing digital-first luxury brands through e-commerce, retail, and wholesale. Justin is also a Venture Advisor for Entrepreneurship at the Tsai Center for Innovative Thinking at Yale and an Entrepreneur in Residence at Venture Lab. In this episode… Launching a brand can be immensely rewarding. From transforming ideas into reality to recruiting and building a team, every day brings something new. Yet this endeavor is not without its challenges. How can you navigate the highs and lows of entrepreneurship? With a background in building and scaling brands, Justin Silver maintains the most crucial aspect of the process is authenticity. Aligning your brand’s mission with your personal values fosters customer trust and propels your brand forward. When executing a vision, ensure you guide your leaders and provide them with information to drive innovation. You must also invest in brand awareness, integrating confidence into your product messaging to influence how consumers view you in the market. Join Samir Balwani in today’s episode of Ecom Experiences as he interviews Justin Silver, the Co-founder of AAVRANI, about building a brand with integrity. Justin describes his role as Co-founder, how AAVRANI expanded to hair care, and how goal-setting accelerates leadership growth.…

Ecom Experiences

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Amazon Revenue Growth: The Customer Is In Charge 31:30

1 year 전31:30

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31:30

Summer Jubelirer is the Amazon Manager at OLLY, a vitamin and supplement company. As a seasoned e-commerce executive, she has spent the past 10 years in the space, from pioneering digital platforms to facilitating brand and agency growth. Summer is also the co-host of the Always Off Brand podcast, where she interviews leaders from various industries and shares the latest trends in the e-commerce space. In this episode… Amazon’s landscape is constantly shifting, and traditional ad campaigns are no longer sufficient enough to drive revenue. How can you ensure consistent revenue growth on the platform? eCommerce specialist Summer Jubelirer drives channel growth on Amazon, so she recognizes the importance of maintaining agility to pivot during unforeseen challenges. Since the platform is unpredictable, Summer recommends planning campaigns in advance to forecast trends and adjust accordingly. Amazon’s variability also provides an opportunity to test new ideas. No matter how you navigate the landscape to propel growth, integrating your ideal customer’s preferences and needs into campaigns is integral, and demonstrating your brand’s stance on core issues drives trust and connection. In this episode of Ecom Experiences, Samir Balwani speaks with Summer Jubelirer, OLLY’s Amazon Manager, about revenue growth on Amazon. Summer shares her favorite aspect about OLLY, her daily responsibilities at the company, and how customers drive brand campaigns.…

Ecom Experiences

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Expanding Into International Markets: What’s Involved? 25:51

1 year 전25:51

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리스트

25:51

Martie Kuzzy is the Growth Marketing Director at NEIWAI, a DTC brand selling underwear, loungewear, and activewear. As a seasoned marketer, she was a Performance Marketing Manager and the Director of Growth Marketing at Andie, where she executed multichannel customer acquisition and pioneered emerging marketing channels. Martie is also a registered yoga teacher. In this episode… If you’re considering expanding into new markets, you must reposition your brand to attract new customers. So what’s involved in this process, and how can you develop new brand recognition? Creative marketer Martie Kuzzy is spearheading an undergarment brand’s expansion into the US through partnerships, events, and brand-building campaigns. She maintains that your brand identity should be unique to each market to reflect diverse customer bases. When defining your target customer for a new market, build an ideal persona based on your highest-selling product before introducing that consumer to similar products, building trust and brand loyalty. You can then analyze sales data to refine your targeting approach. In this episode of Ecom Experiences, join Samir Balwani as he welcomes Martie Kuzzy, the Growth Marketing Director at NEIWAI, who shares how she’s leading her brand into new markets. Martie talks about her journey into marketing, how NEIWAI overcomes market uncertainties, and the brand’s marketing efforts for 2024.…

Ecom Experiences

1
Brand Recognition: An Essential eCommerce Strategy for Emerging Brands 23:01

1 year 전23:01

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리스트

23:01

Emma Secombe is the Director of eCommerce at Vibe Jewelry, which produces jewelry inspired by St. John and designed by local artists. She has experience in sales growth, digital marketing, product assortment planning, merchandising, and art directing. As a seasoned e-commerce director in the fashion industry, Emma has worked for brands like Mark Cross, Paul Stuart, Inc., and 3x1. In this episode… As a brand specializing in nonessential products, it can be challenging to generate brand awareness, especially in the beginning. It often requires a tactical e-commerce strategy and a willingness to learn. With expertise in fashion and a deep knowledge of e-commerce, Emma Secombe has spearheaded e-commerce efforts for an emergent jewelry brand. Having started from scratch, she recommends prioritizing fundamental efforts that create the most impact at the lowest costs, like streamlining the checkout experience and simplifying website navigation. To gain brand recognition quickly, you can leverage influencers to promote your products and develop engaging creative campaigns with high-quality images and videos. These efforts also aid in establishing an identifiable brand story. Tune in to this episode of Ecom Experiences as Samir Balwani meets with Emma Secombe, the Director of eCommerce at Vibe Jewelry, to talk about brand recognition and e-commerce strategies for emerging brands. Emma shares how to select influencers for a broader reach, the qualities of a sustainable brand, and her e-commerce-heavy background in the fashion industry.…

Ecom Experiences

1
Omnichannel CPG: How To Maximize Profitability on Amazon 26:48

1 year 전26:48

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리스트

26:48

Max Rudy is the Director of eCommerce at Wild Planet Foods, a large-scale, sustainably focused seafood production company. With over 20 years of experience in CPG, he is an expert in Amazon vendor management and omnichannel e-commerce strategies. Before Wild Planet Foods, Max was the Director of eCommerce at Happy Family Brands, where he scaled the company’s e-commerce department from 12% to 32% in five years. In this episode… Since 65% of CPG searches begin on Amazon, brands must develop a strategy to sell their products there. What factors should you consider when positioning your brand on Amazon? With deep involvement in CPG sales on Amazon, Max Rudy maintains that as the third largest media channel, Amazon is mainly profit-driven, and while brands may believe they’re profitable on the site, many need to enhance their P&L further. To optimize profitability on Amazon, you must track revenue growth in the context of sales rather than focusing on ROAS. Driving organic traffic to your Amazon storefront will generate brand awareness, increase conversions, and create a new pipeline for product sales. On this episode of Ecom Experiences, Samir Balwani hosts Max Rudy, the Director of eCommerce at Wild Planet Foods, to discuss integrating Amazon into your CPG e-commerce strategy. Max shares advice for marketing leaders during their first three months, what he enjoys most about his role at Wild Planet Foods, and his plans to develop targeted full-funnel marketing campaigns in 2024.…

Ecom Experiences

1
Driving Brand Loyalty in the eCommerce Age 36:58

1 year 전36:58

나중에 재생

리스트

36:58

Wayne Kulkin is the Founder of StreetTrend, the parent company of P448, an Italian footwear brand. As an innovative leader, he is experienced in digital, retail, and wholesale channels. Before founding StreetTrend and P448, Wayne was the CEO of Stuart Weitzman, where he helped grow the company into an internationally renowned luxury brand with over 400 retail locations and e-commerce stores in multiple countries. In this episode… Younger generations are dominating consumerism and demanding personalized and truncated content and information. Additionally, this group has pioneered brand loyalty, so companies are competing for fleeting attention. How can you market to the new-age consumer and position your brand as an attractive option? Footwear industry veteran and front-runner Wayne Kulkin has mastered innovation and market differentiation both in-store and online. Curating products for retail is only one aspect of the omnichannel consumer experience. eCommerce is a separate entity that requires personalizing recommendations, aligning manufacturing rates with inventory, and managing cash flow. To capture your target customer and initiate brand loyalty, Wayne recommends aligning your online and brick-and-mortar customer experiences and communicating your values and stories through social media content. Join Samir Balwani in this episode of Ecom Experiences as he invites Wayne Kulkin, the Founder of StreetTrend, to the show to discuss how his brand is changing the customer experience. Wayne explains how he helped drive the widespread use of EDI, his career evolution in the footwear industry, and the challenges he solves with his brand.…

Ecom Experiences

1
How To Scale While Pulling Back on Ad Spend 29:49

1 year 전29:49

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리스트

29:49

Ali Kaminetsky is the Founder of Modern Picnic, a DTC brand offering high-end, insulated, vegan leather lunch bags for women. In 2018, she launched the brand to provide women with a chic alternative to the traditional lunch box. Modern Picnic has been featured on Shark Tank, the Today show , and Oprah and in publications, including Forbes and Vogue. In this episode… Shopify stores grew by 201% from March 2020 to January 2022, so consumers have more options than ever about where and how to spend their money. With so much saturation in the market, how can emerging brands position their products in front of consumers? Armed with a revolutionary idea, Ali Kaminetsky took her brand concept to Shark Tank for funding opportunities. Yet the sharks insisted that Ali’s high ad spend was compromising her brand’s early-stage profitability. In response, she stopped investing in paid ads entirely. Ali maintains that you can still gain brand recognition and drive sales through organic efforts like creating social media content to fill the marketing funnel. You can also employ post-purchase surveys to encourage feedback and word-of-mouth marketing, fueling the next stage of brand growth. In today’s Ecom Experiences episode, Samir Balwani chats with Ali Kaminetsky, the Founder of Modern Picnic, about how she applied her lessons from Shark Tank to scale her brand. Ali provides strategies for penetrating the market, tips for new founders, and the backstory behind Modern Picnic.…

Ecom Experiences

1
Managing Innovation, Strategy, and Operational Efficiency 20:24

1 year 전20:24

나중에 재생

리스트

20:24

Amanda Schreier is the General Manager of Global eCommerce at Sea to Summit, a leading distributor of light, compact, and rugged camping gear for every type of outdoor adventure. In her role, she manages the company’s digital sales channels and warranty department. Having spent 10 years at Sea to Summit, Amanda began as a sales coordinator before launching and managing a new business venture in DTC sales. In this episode… In today’s fast-paced marketing landscape, DTC and e-commerce brands must determine how to operate efficiently while increasing production and creating personalized experiences. How can you develop a strategy that integrates each initiative? With extensive experience managing an e-commerce brand, Amanda Schreier highlights the value of offering bundles to discount and sell multiple products simultaneously. This allows brands to communicate their stories and accelerate production and sales. When conceiving and launching new innovative ventures, Amanda proposes identifying and specifying your strategic vision and assigning each team member responsibilities that align with the established goal. Join Samir Balwani in this episode of Ecom Experiences as he hosts Amanda Schreier, the General Manager of Global eCommerce at Sea to Summit, who talks about brands’ top-of-mind challenges for 2024. Amanda shares advice for launching and scaling an e-commerce business, Sea to Summit’s global expansion plans, and how to balance innovation and strategy.…

Ecom Experiences

1
Navigating Inflation as a Luxury DTC Brand 34:14

1 year 전34:14

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리스트

34:14

Chelsea Schulz is the Senior Director of Performance Marketing at ettitude, a fabric innovation company and sustainable home goods brand. With over nine years of experience in analytical marketing, she focuses on paid search and social media marketing. Before ettitude, Chelsea was the Senior Manager of Digital Marketing at LegalZoom and the Manager of Online Marketing at Match.com. In this episode… With inflation at a record high, consumers are cutting back their spending and prioritizing essential products. Consequently, luxury brands have struggled to market and sell products, even with discounts and price cuts. How can you get your products into consumers’ hands without lowering prices? As a marketing expert working for a luxury sustainable brand, Chelsea Schulz maintains the importance of specifying your target audience and developing precise messaging to drive more sales. For sustainable brands, this may entail communicating the detrimental effects of purchasing products from fast fashion brands, highlighting that by buying a higher-priced product, consumers can receive more value for their money. However, in the digital age, consumers have reduced attention spans, so brands must relay their messages in 3-5 second videos. Tune in to this episode of Ecom Experiences as Samir Balwani sits down with Chelsea Schulz, the Senior Director of Performance Marketing at ettitude, to discuss marketing during inflationary periods and her projections for 2024. Chelsea shares advice for leading a DTC brand, her journey through marketing and e-commerce, and ettitude’s plans for 2024.…

Ecom Experiences

1
Preparing for the Growth Marketing Landscape in 2024 26:54

1 year 전26:54

나중에 재생

리스트

26:54

Cameron Aroz is the Director of Growth at Fellow, a product design company selling kettles, grinders, french presses, mugs, and specialty coffee. With over a decade of experience managing and scaling successful growth marketing programs, he focuses on user acquisition. Cameron specializes in building frameworks to help brands understand the value of their marketing investments. In this episode… With a looming economic recession, demand has declined, consumer behavior has shifted, and marketing data has become increasingly difficult to forecast. With so much uncertainty in the market, how can you profit from your marketing efforts? As a growth marketer, Cameron Aroz understands how to shift marketing efforts from cost centers to profitable growth drivers. When measuring campaigns, he advises identifying your campaign goals, the corresponding channels, ideal messaging, and measurement methods. By correlating your measurements with your desired efforts, you can assess engagement and awareness at the top of the marketing funnel and validate your investments. On today’s episode of Ecom Experiences, Samir Balwani welcomes his first guest, Cameron Aroz, the Director of Growth at Fellow, for a discussion about growth marketing. Cameron talks about how he prioritizes growth initiatives, how new marketing directors can prepare for the 2024 landscape, and generative AI’s potential and limitations in creative campaigns.…

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