Up Arrow Podcast

Cindy Marshall is the Founder and CEO of SHINE Strategy, a strategic consulting company committed to helping brands drive profit and ROI. She is also the Chief Digital Officer at Jane, a curated marketplace with more than 2,000 shops. As an accomplished chief marketing officer, Cindy has developed working relationships with over 50 well-known brands, including Vera Bradley, Performance Bicycle, Strand Bookstore, Annie Selke, and LL Bean. Beyond her efforts as a company head, Cindy serves as a board member of the Women in Retail Leadership Circle, an elite women’s society of executives at leading retailers and brands. In this episode… Direct-to-consumer (DTC) is an e-commerce marketing strategy where brands sell products directly to consumers. In addition to benefiting manufacturers, the DTC model offers consumers advantages like higher lifetime values, improved relationships, and effortless omnichannel experiences. Despite the many pros of DTC marketing, the model also presents several cons. The DTC e-commerce industry experiences widespread complications with marketing strategies such as paid search, feed optimization, and performance max campaigns. However, marketing strategists like Cindy Marshall provide solutions through the use of a roadmap. Roadmaps are campaign evaluations offering insights on brand logistics and the changes needed for business growth. The process includes strategic and content planning, data management integration, and talent solutions. In this episode of the Up Arrow Podcast, William Harris welcomes Cindy Marshall, Founder and CEO of SHINE Strategy, to talk about DTC marketing strategies. Cindy discusses the SHINE roadmap, common challenges in the retail industry, and universal e-commerce branding advice.

Brian Wallace is the Founder and President of NowSourcing, an award-winning and nationally recognized infographic design agency creating visual and influential marketing content. Brian has been named a Google Small Business Advisor since 2016 and joined the SXSW (South by Southwest) advisory board in 2019. He’s a mentor for Startup Weekend Louisville and was a volunteer community organizer for #ThinkBig, an initiative to transform Louisville into a flourishing start-up community. In this episode… The marketing industry has become saturated with unproductive content, so advertising strategies must be developed methodically. Content creation is the focal point of digital marketing, but brands overlook the value of long-form explanatory content and infographics, which creates a persuasive narrative for the consumer. How can you entice your audience with infographic content when short-form narratives are easier and quicker to consume?  People in the e-commerce industry believe infographics are synonymous with product listings — a widely believed misconception. Infographics produce long-form explanatory content laying out a detailed narrative for the consumer. Brian Wallace, an infographic expert, explains the value of creating a story rather than telling the audience why your product is necessary. Infographics are a strategic way to captivate your target audience and boost your business’ reach.  On this episode of the Up Arrow Podcast, William Harris welcomes Brian Wallace, Founder and President of NowSourcing, to discuss how leveraging infographics can increase consumer engagement. Brian explains how influential brands can add value to the media. He also shares the scenarios where an infographic would be an unsuccessful marketing attempt.

Goldie Chan is the Founder of Warm Robots, a B2B and B2C social media strategy agency helping brands and Fortune 500 C-level executives grow and retain their audiences. As a social media strategy leader, Goldie has over 10 years of experience working in-house for major technology and entertainment companies. She is a global speaker, author, advisor, and member of multiple boards in the creator industry, marketing, and education. Goldie regularly contributes to Forbes and is writing her first book, Personal Branding for Introverts. In this episode... Social media platforms allow space for creative individuals to curate original content, helping them develop their personal brand. Creating a brand that attracts your target audience can boost your following and grow your business. What criteria should you include in your content when establishing a personal brand? The beauty of social media is there are virtually no limitations on the content you share — allowing freedom for authenticity and creativity. However, when building a personal brand, understanding your influence on your community can determine how your content performs on various platforms. Personal branding expert, Goldie Chan, advises her clients to create both educational and entertaining content. When used in unison, these elements give the individual an engaging personality.  On this episode of the Up Arrow Podcast, William Harris welcomes Goldie Chan, Founder of Warm Robots, to discuss why branding yourself on social media is essential for business growth. Goldie explains how to develop a personal brand, the role of storytelling in personal branding, and what to avoid when producing content. Her passion for creative innovation empowers anyone wanting to develop their personal brand. 

Nevin Jethmalani is an e-commerce consultant and the Founder of Data Dish, a data analytics company that builds custom reports and helps with data visualization. With over 10 years of experience in e-commerce, Nevin consults for brands like Dr. Brandt Skincare, Tusk, and Jamie Foxx’s eyewear brand Privè Revaux. Before founding Data Dish, Nevin was the Co-founder and CEO of Looq (previously Notify Nearby). In this episode... Research shows that unstructured data is a challenge for 95% of businesses. While companies have unlimited access to data, few can leverage it to improve marketing strategies, productivity, and profit.  Firms often analyze incomplete, inaccurate, or disparate data sources, reducing their abilities to merge the information for intelligent decision-making. How can you gain real insights into data? According to e-commerce expert Nevin Jethmalani, data silos limit management teams' access to information required to create high-performing marketing campaigns. He recommends making data transparent to the team to enable thoughtful and intelligent decision-making. In this episode of the Up Arrow Podcast, William Harris hosts e-commerce consultant and Founder of Data Dish, Nevin Jethmalani, to discuss how e-commerce businesses can measure marketing metrics accurately. Nevin examines the drawback of information silos, why you should analyze data from an MER perspective, and how to choose the precise metrics. He also shares marketing strategy tips, his favorite tools, and how Data Dish helps companies obtain insights using custom analytics. 

Andrew Heddle is the Head of New Business Development at Colaboratory, a SaaS company that uses data, science, and software to boost brand collaborations. As an entrepreneurial business leader, he has a track record of scaling e-commerce, D2C, and retail businesses. Andrew is also the author of D2C DNA, which examines in-depth case studies of the world's most innovative D2C brands. Before Colaboratory, Andrew was the Managing Director of D2C Commerce at VMLY&R and has held executive positions at top brands like Best Buy and Vista Outdoor Inc. In this episode… While companies might reach primary targets independently, combining marketing resources and creating joint campaigns with other non-competing brands could help reach new audiences. Brand collaborations create new and exciting reasons for consumers to shop, enabling businesses to develop credibility and authority. However, brands encounter challenges acquiring suitable partners and establishing and launching campaigns. Business strategy guru Andrew Heddle emphasizes the value of leveraging data and software to identify potential brand partnerships. He describes a successful brand collaboration as two businesses leveraging each other’s strengths to offer value. But to have a successful campaign, a brand must remain authentic and create a strategy that connects with the audience organically. Is your partnership giving consumers value? In this episode of the Up Arrow Podcast, William Harris welcomes Andrew Heddle, the Head of New Business Development at Colaboratory, to discuss the elements of effective brand collaboration. Andrew shares tips for creating a campaign that cuts through the noise, the importance of synergy in a partnership, and the potential pitfalls of brand collaborations. He also highlights the inspiration behind Colaboratory, the firm's services, and case studies of successful partnerships. Tune in!

Chad Rubin is the Founder and CEO of Profasee, a pricing platform enabling Amazon brands to predict product pricing. Chad began his career in the e-commerce industry in 2008 and has since founded six companies, including Deep and Sassy, Think Crucial, and Skubana. As a speaker and Amazon expert, he speaks about e-commerce, Amazon, and SaaS at global conferences and webinars. Chad is also the author of the Amazon bestseller Cheaper, Easier, Direct, which guides readers on uncovering success by disrupting industries. In this episode... Amazon has become one of the largest e-commerce platforms for brands large and small. Consumers prefer shopping on the platform for its reasonable prices and convenience. However, to offer competitive pricing, Amazon brands have sacrificed profitability by focusing on achieving ACOS and ROAS targets. What can you implement immediately to improve your profitability on Amazon?  Many e-commerce professionals encourage you to spend your valuable time on keyword research and ad spending. Chad Rubin, an e-commerce business owner, refers to the phenomenon as the ROAS illusion — capable of plummeting your business’ success and profitability. A Harvard Business Review study determined a 1% price increase can improve your EBITA by 14%. If product pricing has a direct effect on profitability, why wouldn’t you reconsider your pricing strategy? Chad implores business owners to revisit profitability fundamentals. On this episode of the Up Arrow Podcast, William Harris welcomes Chad Rubin, Founder and CEO of Profasee, to discuss how e-commerce brands can increase their profitability on Amazon. Chad shares how to structure your pricing on Amazon and the risk of focusing on ACOS and ROAS strategies. He also discusses the reliability of AI resources and how it contributes to business development.

Kurt Elster is the Co-founder and CEO of Ethercycle, an agency with a proven track record of creating web-optimization strategies for top brands like Jay Leno’s Garage and HOONIGAN. As a senior e-commerce consultant and Shopify expert, Kurt helps merchants boost website sales. Kurt is also the host of The Unofficial Shopify Podcast, which explores tales of e-commerce entrepreneurship with a focus on Shopify. The show has over two million plays and features industry experts like Shopify’s President, Harley Finkelstein. In this episode… In today's online shopping landscape, a user-friendly website is an integral factor of an e-commerce business' chances of success. An appealing, well-optimized, and functional website attracts more visitors – and, ultimately, more sales. How can you improve your site’s user experience, navigation, and interactivity to boost traffic?  eCommerce expert Kurt Elster emphasizes the importance of an intuitive website design. Removing any roadblocks from your prospects’ paths through split testing, web optimization, and other advanced marketing tactics can maximize conversion rates.  In this episode of the Up Arrow Podcast, William Harris welcomes Kurt Elster, Founder of Ethercycle and host of The Unofficial Shopify Podcast, to explore trends in e-commerce website design. Kurt shares his journey from a WordPress developer to an e-commerce consultant and how he started Ethercycle. He also identifies common design mistakes and provides tips for website optimization.

Alexa Vogue is the SVP of Brand Partnerships at FamFluence Talent Management, an agency managing top-performing creators in the family space across social platforms. She is also the SVP of Brand Partnerships at Brilliant PR & Marketing, a PR and influencer marketing firm. In her roles, Alexa develops creative campaigns to help brands achieve their KPIs. With over 10 years of influencer marketing experience, she has worked with various partners, from small startups to global brands, including Amazon, Walmart, and Disney. In this episode… Social media platforms have evolved from promoting digital relationships to functioning as strategic marketing resources. Content creators have become a trusted source for social media users, and brands are capitalizing on their popularity. By partnering with influencers, brands gain exposure and boost their sales while offering consumers organic reviews. How can you ensure a brand deal is mutually beneficial for you and the influencer?  When signing a deal with an influencer, determining your objective and expectations is crucial as these factors dictate the creators you select. As an expert in brand and creator management, Alexa Vogue helps brands leverage partnerships with influencers to maintain a working relationship, fair compensation, and freedom of creativity.  On this episode of the Up Arrow Podcast, William Harris welcomes Alexa Vogue, SVP of Brand Partnerships at FamFluence Talent Management and Brilliant PR & Marketing, to discuss how brands can utilize content creators for marketing purposes. Alexa also shares the benefits of partnering with influencers, implementing strategies for optimal results, and negotiating compensation. She also divulges her experience as a news anchor and acknowledges the value of mental health.

Yarden Shaked is the Co-founder and CEO of Varos, a data-sharing platform helping companies compare KPIs with their competitors. Varos, a Y Combinator startup, provides performance marketing benchmarks to over 4,000 brands, agencies, and SaaS companies. Yarden is an active angel investor and was a Private Equity Investor at Apax. In this episode…  An entrepreneur’s role is to create innovative ideas that mature into functioning businesses. However, not all ideas come to fruition. Turning your vision into a business model takes sheer determination, hard work, and resources to solidify your mission and goal. What resources can you leverage to transform your idea into a thriving entity and prepare for execution?  Sometimes entrepreneurs have difficulty navigating the process necessary to reach their end goals. Without proper guidance, they can feel discouraged and unmotivated. Yarden Shaked, an entrepreneur and founder, discovered accelerator programs are a strategic way to kickstart your business idea. Program mentors challenge you to focus on every facet of your business and alter it as needed. Obstacles are inevitable during the pre-launch phase, but accelerator programs can help you work through blindspots and launch quickly. On this episode of the Up Arrow Podcast, William Harris welcomes Yarden Shaked, Co-founder and CEO of Varos, to discuss how his experience with an accelerator program contributed to his business success. Yarden also shares the correlation between CPMs and CPAs on performance and how benchmarking services are progressing with AI integrations.

Sean Larkin is the Co-founder and CEO of Fueled, a first-party data management company providing client and server integrations for e-commerce businesses. Sean is a SaaS founder and veteran agency growth marketer. His experience as a technologist building, purchasing, and selling businesses has aided his ability to assist companies wrestling with complex data and integration challenges. In this episode… The use of third-party data has steadily decreased and is being replaced by democratized first-party data strategies — putting e-commerce businesses at risk of losing years of data. How can you keep your company from losing valuable consumer data?  Democratizing allows e-commerce businesses to control their data rather than relying on external platforms to store gathered information. Implementing resources for data ownership protects your company from losing insight into website traffic and other consumer activity. Sean Larkin, an experienced technologist, recommends that e-commerce business owners install first-party tools to funnel information to a data warehouse where your collected material is stored safely.  On this episode of the Up Arrow Podcast, William Harris welcomes Sean Larkin, Co-founder and CEO of Fueled, to discuss democratized data and its value to e-commerce business practices. Sean also shares the benefit of leveraging open-source tools and how merchants should prepare for the future of data management.