In today's episode, our host Eitan Koter interview Dani Cohen, Head of E-commerce at WelleCo, a global wellness brand founded by supermodel Elle Macpherson. Dani is based in Sydney, Australia, where she leads the brand's e-commerce strategy and digital marketing efforts.

During our conversation, Dani shares what it's like to work at WelleCo, known for its green powders and a new hot chocolate blend that's gaining popularity. We discuss how WelleCo manages its operations across multiple global markets, from navigating regional differences in consumer behavior to handling the challenges of cross-border shipping and localization.

Dani also talks about how WelleCo effectively uses email marketing to retain customers and the power of influencer collaborations and content marketing in driving brand awareness. She offers insights into navigating the ever-changing landscape of social media advertising, especially with Facebook's shifting algorithms and TikTok's growing but untapped potential for reaching diverse audiences.

We explore Dani's personal project, Supper Supply, an innovative olive oil brand that has taken a fresh approach to product design and sustainability. She shares how they identified a unique market need and brought their vision to life, including the challenges and lessons learned along the way.

This episode is packed with Dani's firsthand experiences and innovative approaches to e-commerce. Let’s start and learn how WelleCo stays ahead in a competitive industry!

Website: https://www.vimmi.net

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Podcast website: https://vimmi.net/ecom-pulse-podcast/

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Guest: Dani Cohen, Head of E-commerce at WelleCo

LinkedIn: https://www.linkedin.com/in/daniella-cohen-70584895/

Welleco: http://www.welleco.com/

Watch the full Youtube video here:

https://youtu.be/yNTqAES2dsM

Takeaways:

• E-commerce is an ever-evolving industry with new technologies and strategies constantly emerging.
• Email marketing is a powerful tool for customer retention and engagement.
• Influencer marketing can be effective when done properly, with a focus on finding the right influencers and creating compelling content.
• Facebook ads can still be effective, especially when paired with the right creative.
• Launching a new product requires gathering feedback from a close community before scaling up marketing efforts.
• Understanding customer needs and preferences through surveys and data analysis is crucial for improving the user experience.
• Managing international operations involves navigating different regulations, shipping logistics, and cultural considerations.
• The wellness market is highly competitive, and brands need to find unique selling points and effective messaging to stand out.
• Continuous learning and staying up-to-date with industry trends are essential for success in e-commerce.

Chapters:

00:00 Introduction and Background

03:17 WellCo: A Global Wellness Brand

05:37 Email Marketing and Organic Content

07:54 Influencer Marketing and TikTok

12:09 Facebook Ads and Creative Strategy

15:02 Launching a New Product

18:59 Managing International Operations

23:57 Facebook Ads and Algorithm Changes

28:08 Continuous Learning and Self-Development