Richie Mashiko

Richie Mashiko, Head of Beacon at Iris Finance and a finance consultant for e-commerce brands, breaks down the performance of Black Friday and Cyber Monday. He discusses the importance of media mix diversification and how different brand sizes navigated the Cyber Five. Richie shares insights on building accurate financial forecasts, emphasizing the need for alignment between marketing and finance. He dives into cohort behavior, contribution margins, and why many brands misforecast by neglecting marketing in their planning.