Offcuts

On this episode, I’m talking about what commercial leadership really looks like in 2025. What’s changing, what’s staying the same, and how smart operators are navigating uncertainty - with Kelsey Fahy, Commercial Director at The Fold.We get into the evolving role of commercial leaders, and why success now depends on cross-functional thinking, faster decision-making, and a deep understanding of the customer. Kelsey shares how The Fold balances agility with consistency, and how they stay laser-focused on their purpose while expanding across channels and markets.We also explore how AI is creeping into commercial conversations, not to replace people, but to unlock faster, smarter decisions. And we talk about why brands need to stop over-personalising the wrong moments, and start paying more attention to post-purchase.If you're a brand operator thinking about growth, CX, and where to invest next, this one’s for you.This episode is brought to you by Reveni. Reveni helps eCommerce brands turn refunds into retained revenue, by making instant exchanges the default, not the exception. Learn more at Reveni.Checkout Factory here.Sign up to our newsletter here.

On this episode, I’m talking about the future of AI, the end of websites as we know them, and what’s actually changing behind the scenes in commerce, with Luke Hodgson, co-founder of Commerce Thinking and High Cohesion.We explore the idea of agentic shopping, how the consumer experience might shift from browsing websites to delegating tasks to AI, and what this means for platforms like Shopify and OpenAI.We also discuss the operational side of AI adoption, where brands are seeing real value today, what’s getting in the way, and why post-purchase and repetitive workflows might be the most fertile ground for automation.If you’re trying to separate AI signal from noise, or wondering what “practical AI” looks like inside a real consumer brand - this one’s for you.This episode is brought to you by Reveni. Reveni helps eCommerce brands turn refunds into retained revenue, by making instant exchanges the default, not the exception. Learn more at Reveni.Checkout Factory here.Sign up to our newsletter here.

On this episode, I’m talking about returns, refunds, and the hidden layer of post-purchase experience with Fernando Pedraz, founder of Reveni.We get into why instant refunds aren’t just good CX, they’re good business — and how Reveni is helping brands turn a painful process into a growth lever. Fernando shares how they assess refund risk in real time, what most brands get wrong about cross-border returns, and where automation adds value without losing the human touch.We also talk about the role of AI in fraud prevention, logistics, and finance infrastructure, why the post-purchase stack is still underdeveloped, and what smart brands are doing to stay profitable in a tougher market.If you’re thinking about CX beyond the buy button, or building smarter systems behind the scenes, this one’s for you.This episode is brought to you by Reveni. Reveni helps eCommerce brands turn refunds into retained revenue, by making instant exchanges the default, not the exception. Learn more at Reveni.Checkout Factory here.Sign up to our newsletter here.

On this episode, I’m talking about the pace of the AI economy, who’s driving it, who’s struggling to keep up, and what it means for brands, with Luke Hodgson, co-founder of Commerce Thinking and High Cohesion.We explore whether the AI economy is moving too fast, and what “too fast” even means. Is AI solving the right problems? Is it driving real progress, or just creating a new layer of complexity?We also discuss how brands can make smart, steady bets rather than chasing hype, why AI isn’t just about conversion but retention, and how the post-purchase space is ripe for innovation.If you’re building a brand, navigating automation, or wondering how to keep your business human while embracing AI, this one’s for you.This episode is brought to you by Reveni. Reveni helps eCommerce brands turn refunds into retained revenue, by making instant exchanges the default, not the exception. Learn more at Reveni.Checkout Factory here.Sign up to our newsletter here.

On this episode I’m talking about AI managers, automation, and how brands are reorganising themselves around intelligence, not just roles - with Luke Hodgson, co founder of Commerce Thinking & High Cohesion.We explore what it means for a brand to have an “AI manager”, why every team will need an AI champion, and how automation is already reshaping how businesses operate behind the scenes.Luke shares what he’s seeing from inside large organisations experimenting with AI, the tension between curiosity and capability, and why the future isn’t about replacing people, but redesigning the way they work.We get into practical examples of AI-enhanced roles, the importance of cross-functional thinking, and how AI will disrupt every link in the retail value chain, from merchandising to customer service.If you’re thinking about how to structure your team, where to apply AI, or what leadership looks like in an automated world, this one’s is for you.

On this episode I’m joined by Lucy Davis, my co-founder at Factory, as we unpack the messy reality of AI in commerce – beyond the hype and into the hard questions.We get into whether traditional discovery processes still matter when AI can simulate, generate, and iterate at speed. Are briefs still useful? Is AI discovery even a thing? Or is it just a shiny wrapper on what strategy teams already do?We talk about sustainability in AI, how brands like L’Oréal are experimenting with Nvidia to create more personalised beauty experiences, and why so much of what’s sold as intelligent automation is still smoke and mirrors. You’ll hear why smaller brands might actually be better placed to move fast, where AI is helping with internal efficiencies, and when it's just adding noise.If you’ve ever found yourself wondering whether an AI tool is a real unlock or just a pitch deck promise, this one’s for you.This podcast is brought to you by our friends at Omnisend. Your email marketing platform shouldn’t send you on side quests just to get help. Omnisend’s 24/7 support is always here — real people, real answers, no hold music. So good, it’s boring! Try for free today.Checkout Factory here.Sign up to our newsletter here.

On this episode I’m talking about brand loyalty in a hyper personalised AI world with Emily Gray, Founding Partner of Untangld: an international Strategy Studio defining how businesses win.We get into what loyalty really means today, from communities and connection to the risk of over optimised personalisation, and why Emily believes true loyalty is earned through relevance, not reliance.We talk about the impact of AI on brand relationships, how to design for meaning instead of mechanics, and what marketers can learn from the likes of Starbucks, Elf and Rapha. Emily also shares how brand strategy needs to evolve in a world where customer expectations are fluid and attention is scarce.If you're thinking about retention, CRM or how your brand shows up in a world shaped by automation, this one is for you.This podcast is brought to you by our friends at Omnisend. Your email marketing platform shouldn’t send you on side quests just to get help. Omnisend’s 24/7 support is always here — real people, real answers, no hold music. So good, it’s boring! Try for free today.Checkout Factory here.Sign up to our newsletter here.

On this episode I’m breaking down Shopify’s Summer Editions 2025 with Ben Homer, Senior Solutions Engineer at Shopify.We cover Shopify’s new AI-powered Horizon theme and what it means for design freedom, explore the interplay between consumer- and merchant-facing AI, and dig into standout updates—from Sidekick’s new voice and screen-sharing capabilities, to split fulfilment via Ship and Carry Out, and big unlocks like Multi-Entity and Multi-Currency Payouts.We also talk about the role of partners and agencies in a post-AI world, the future of immersive checkouts like Roblox, and whether this Editions release is quietly reshaping the platform for the next era of commerce.Checkout Factory here.Sign up to our newsletter here.

On this episode I’m talking about investing in creator brands with CJ Daniel-Nield, co-founder of Planes Studio.We unpack why creator-led businesses are booming, the shift from personal brand to product ecosystem, and why CJ believes creators have already solved the hardest part of building a business: distribution.We dive into projects like Skin Rocks and Mila, explore the challenges around LTV and long-term engagement, and discuss what it takes to spin a creator brand out into a standalone company. CJ also shares more on Kites—Planes’ new initiative to support creators with capital, product, and operational backing—and what the modern playbook for audience building looks like in a post-D2C world.If you’re building, backing, or advising a creator-led brand, this one’s full of lessons and signals.This podcast is brought to you by our friends at Omnisend. Your email marketing platform shouldn’t send you on side quests just to get help. Omnisend’s 24/7 support is always here — real people, real answers, no hold music. So good, it’s boring! Try for free today.Checkout Factory here.Sign up to our newsletter here.

In this episode, I’m joined by Matty to talk about his journey from studying marketing to shaping some of the most well-known brands in the DTC space. We go back to his days at MyProtein and Represent, where he cut his teeth in SEO and digital PR, learning first-hand how community building can and should be the core of a modern brand proposition.Now at Cadence, Matty shares how the brand has evolved from a small startup to a company lazer focussed on fuelling athletes. We discuss what it takes to innovate in a crowded space, the importance of real connections with athletes, and why organic marketing is underrated.We also get into the realities of scaling a business quickly, adapting to constant change, and the lessons learned along the way. If you’re interested in what it takes to build brand loyalty in competitive markets, this one’s for you.This podcast is brought to you by our friends at Omnisend. Your email marketing platform shouldn’t send you on side quests just to get help. Omnisend’s 24/7 support is always here — real people, real answers, no hold music. So good, it’s boring! Try for free today.Checkout Factory here.Sign up to our newsletter here.