Growing Profitability ft. Cherene Aubert of ILIA Beauty
Ecommerce Playbook: Numbers, Struggles & Growth
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Bridging the Gap between Marketing and Finance in E-commerce
The speaker emphasizes the importance of marketers understanding the profit and loss statement to advocate for marketing spend and navigate challenges when media dollars affect channel performance. They share their experience of building strong relationships with finance and brand marketing partners to secure additional budget. The chapter discusses the distinction between skincare and cosmetics in customer behavior and product profitability, and the importance of product merchandising and pricing in a competitive beauty market.
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