Ecommerce Playbook: Numbers, Struggles & Growth How a CTC Client Unlocked 40% YoY Growth
Sep 16, 2025
Mike McVerry, SVP of Ecommerce & International Sales at Urban Armor Gear, shares insights on achieving 40% YoY growth in a tough market. He discusses the crucial role of financial clarity in marketing strategies, revealing how their 'Profit System' transformed operations post-COVID. McVerry emphasizes scaling creative output and the importance of collaboration between finance and marketing. He also dives into practical lessons on inventory management and budget reallocation aimed at sustainable DTC growth amidst evolving market dynamics.
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Brand Origins And Channel Mix
- Mike McVerry described UAG as a rugged phone-case brand that built distribution with carriers and retailers over years.
- He said DTC grew later and now complements large retail channels while still being a core focus.
DTC Profitability Surprise
- Mike recounted how DTC once looked profitable until finance included ad, platform, and return costs.
- That revealed the channel was less profitable and led them to seek a new strategy with CTC and the Profit System.
Use A Profit System To Bridge Finance
- Use a formal Profit System to align marketing with finance and create a defendable roadmap.
- Bring clear models to leadership so you can justify agency shifts and budget changes.