Episodios

  • The Silent Killer of eCommerce Profitability

    The Silent Killer of eCommerce Profitability
    Aug 19 2025
    Joe Fletcher from OmniCommerce joins Will Laurenson to unpack the realities of customer data, unit economics, and discounting in fast-growth eCommerce. They discuss why most brands misuse discounts, how to improve first-order performance, and the dangers of shiny-object syndrome in tech. Joe shares his experience working with subscription and hybrid businesses, the power of cross-team insights, and why breaking down internal silos is key to scaling profitably. If you’re working on lifetime value, retention, or smarter discounting strategies, this episode is packed with practical takeaways.
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    38 m
  • Why One Creative Format Can’t Win Anymore

    Why One Creative Format Can’t Win Anymore
    Aug 14 2025
    Giulio Beltramo, Head of Marketing at One Retail Group, joins Will Laurenson to discuss the fast-paced world of performance marketing, brand building, and seasonal product strategy. From weather-driven surges to diversifying creative formats, Giulio shares how his team balances profit-first decisions with long-term equity plays. Learn how they sold out of Amazon’s #2 top product, why community affiliates now drive 30% of revenue, and how UGC is redefining demand. If you’re growing a multi-brand operation or battling seasonality, this episode delivers sharp insights and candid strategy.
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    40 m
  • Why Huel Values Brand Equity Over Discounts

    Why Huel Values Brand Equity Over Discounts
    Aug 12 2025
    Bhav, Head of Analytics at Huel, joins Will Laurenson to explore how experimentation, data, and critical thinking power growth. From the limits of A-B testing to alternative methods of causal inference, Bhav reveals how to balance rigorous measurement with brand realities, including Huel’s 22,000-store omnichannel presence. They discuss loyalty programmes, referral strategies, and why resisting deep discounting protects brand equity. If you want to understand how to build a culture of testing while keeping customers at the centre, this episode is for you.
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    44 m
  • How Social Shopping Is Changing E-Commerce

    How Social Shopping Is Changing E-Commerce
    Aug 7 2025
    William Gasner, CMO and Co-Founder of Stack Influence, joins Will Laurenson to break down how brands can master influencer marketing at scale. They unpack why micro-influencers outperform big celebrities, the challenges of managing thousands of authentic voices, and how automation is transforming the landscape. William offers a candid look at how TikTok, Instagram, and emerging social commerce trends are reshaping the market, and what brands must get right before launching influencer campaigns. Whether you want to build a loyal “passion promoter” army or break free from overreliance on ads, this episode is packed with practical, honest advice for marketers.
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    40 m
  • How Myprotein Uses Creative to Power Paid Media

    How Myprotein Uses Creative to Power Paid Media
    Aug 5 2025
    Hemadri Negi, Head of Paid Media at Myprotein, joins Will Laurenson to reveal how one of the world’s biggest nutrition brands balances growth and brand building across 40 markets. Hem explains their shift away from audience-based targeting to creative-led strategies, using automation and audience signals to let consumers self-select. They dive into balancing discounts with quality messaging, building mental availability, and the challenges of scaling globally while staying locally relevant. If you want to hear how a performance-driven brand successfully ties creativity and growth together, this episode will challenge your thinking and provide fresh insights for the modern marketer.
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    39 m
  • Why CRM is More Important Than Paid Ads at HERA

    Why CRM is More Important Than Paid Ads at HERA
    Jul 31 2025
    Holly Beadle, CEO of HERA Clothing, joins Will Laurenson to share how she’s building a fashion brand that prioritises profitability over hype. From narrowing product ranges and improving cash flow to expanding into new markets and using tools like Klaviyo, Yotpo, and Rebuy, Holly breaks down the strategies behind HERA’s sustainable growth. They discuss the challenges of paid media, why CRM is outperforming ads, and how to stay focused in a saturated industry. Whether you're scaling a DTC brand or optimising for profitability, Holly’s insights are refreshingly practical and grounded in real experience.
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    47 m
  • The Two-Metric Tango That Brings Clarity to eCommerce

    The Two-Metric Tango That Brings Clarity to eCommerce
    Jul 29 2025
    JJ Reynolds from Vision Labs joins Will Laurenson to break down why most eCommerce brands are swimming in data but still making guesses. They explore the flaws in plug-and-play analytics tools, how to clarify what “working” actually means, and why percentage increases over time matter more than most dashboards show. JJ shares actionable frameworks like the “two-metric tango” and explains how to build a smart, scalable tech stack for brands doing £10–15 million. Whether you’re chasing profitability or growth, this episode will reshape how you think about analytics and decision-making.
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    42 m
  • Marketing Without Google: How Silencer Central Wins Customers

    Marketing Without Google: How Silencer Central Wins Customers
    Jul 24 2025
    Logan Hutchinson, Director of Marketing at Silencer Central, joins Will Laurenson to reveal how he markets suppressors in one of the most regulated industries in the US. Logan explains how the brand navigates ad bans, federal approvals, and state restrictions while focusing on personalisation, education, and exceptional customer service. From launching a top-selling product line to executing a DTC strategy with 70% repeat purchase rates, Logan shares insights on growing trust and creating better shooting experiences. If you’re curious about niche marketing, regulated commerce, or building loyalty in a misunderstood space, this episode delivers fresh, actionable ideas.
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    36 m