Hey there, welcome back to another episode of Mastering eCommerce Marketing with your host, Eitan Koter. Today, Eitan sits down with Oyéta Kokoroko, the founder and CEO of Okoko Cosmetiques, an award-winning beauty brand based in Canada that specializes in natural skincare products designed to solve everyday skincare concerns.Oyéta shares her journey, from starting Okoko Cosmetiques back in 2016 out of her passion for finding effective skincare solutions, to growing it into the successful brand it is today. She talks about the early challenges she faced, like figuring out how to position herself in the beauty market, connecting with her first customers, and getting noticed in an industry dominated by bigger players. She also discusses how innovation, customer connection, and the right mentors made all the difference in building her brand.Throughout the conversation, Oyéta opens up about her marketing strategies, including the importance of organic content, building relationships with influencers, and making her products stand out with unique formulations. She also touches on the role of mentorship, why packaging matters, and her efforts to help other founders with product innovation and brand development.If you're curious about the challenges and successes of running a beauty brand, or just interested in hearing how passion can drive a business to thrive, you're in for a treat. Stick around as Eitan and Oyéta chat about what it takes to build and grow a beauty brand that stands out.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/ LinkedIn Vimmi: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Oyéta Kokoroko, Founder & CEO at OKOKO Cosmétiques Inc.LinkedIn: https://www.linkedin.com/in/oyéta-kokoroko-9b52b6160/OKOKO Cosmétiques Inc.: www.okokocosmetiques.comLinkedIn OKOKO Cosmétiques Inc.: https://www.instagram.com/okokocosmetiquesOKOKO Mentoring: https://www.oyetakokoroko.comTakeaways:Okoko Cosmetic is a problem-solving beauty brand.Entrepreneurship involves overcoming challenges and learning from them.Personal experiences with skincare inspired Oyeta to create her brand.Building a network and seeking mentorship is crucial for success.Innovation in product development sets brands apart in the market.Winning awards enhances brand credibility and trust.Effective marketing strategies include organic content and SEO.Sampling programs can convert leads into loyal customers.Mentorship can save entrepreneurs time and money.Maintaining a work-life balance is essential for mental well-being.Chapters:00:00 Introduction to Okoko Cosmetic and Oyeta Kokoroko02:58 The Journey of Entrepreneurship and Overcoming Challenges06:05 Inspiration Behind Okoko and the Beauty Industry09:10 Building a Reputation and Winning Awards12:02 Marketing Strategies and Brand Differentiation14:57 Navigating Growth and Learning from Mistakes17:53 The Future of Clean Beauty and Market Trends20:54 Effective Marketing Techniques for Startups24:06 Consulting Services and Mentorship for Entrepreneurs26:56 Work-Life Balance and Personal Well-Being29:47 Connecting with Oyeta and Okoko Cosmetic

In this episode of Mastering eCommerce Marketing, host Eitan Koter welcomes Nikita Vakhrushev, the Founder/CEO of ASPEKT, a digital agency specializing in email marketing for DTC brands. Nikita brings a wealth of experience in helping brands build stronger connections with their customers through targeted email and SMS campaigns.Eitan and Nikita get into some essential topics around email marketing today, covering how to get emails delivered, keep audiences engaged, and make email a dependable revenue driver. Nikita shares his approach to deliverability, walking through what it takes to get emails into inboxes — from SPF records and DMARC setup to domain warmups. They also talk about the challenge of keeping email lists active year-round to make sure brands are top of mind when key shopping times like Black Friday roll around.Nikita also explains his approach to finding the right balance between promotional and value-driven content in email campaigns, plus the importance of A/B testing to see what resonates with audiences. He shares how SMS can complement email marketing, especially for products with lower price points where a quick, simple message drives conversions.For brands looking to grow their email list, Nikita suggests a mix of strategies, from website pop-ups to lead generation through social channels. Finally, Nikita talks about how AI tools like ChatGPT help his team generate fresh ideas and create content that engages customers effectively.Whether you’re a seasoned marketer or just looking to get more out of email, Nikita’s practical approach to email and SMS offers some solid takeaways for today’s fast-paced eCommerce world.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/ LinkedIn Vimmi: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Nikita Vakhrushev, the Founder/CEO of ASPEKTLinkedIn: https://www.linkedin.com/in/nikita-v/ ASPEKT: https://aspektagency.com/ LinkedIn ASPEKT: https://www.linkedin.com/company/aspektagency/ Watch the full Youtube video here:https://youtu.be/2pMf_DyQiSATakeaways:Email marketing has evolved significantly over the years.Technical setup is crucial for email deliverability.Personalization and segmentation are key to effective email campaigns.A/B testing is essential to understand what works best.Maintaining engagement with your email list is vital for success.Email should be a mix of content and promotions, ideally 70/30.SMS marketing serves as a complementary channel to email.Automation can capture free impressions and revenue.AI can assist in content generation and idea brainstorming.Growing your email list is a continuous process that requires strategy.Chapters00:00 Introduction to Email Marketing Evolution02:49 The Current State of Email Marketing05:55 The Importance of Email Over Paid Ads09:06 Testing and Learning in Email Campaigns12:08 Balancing Content and Promotions15:04 Growing Your Email List18:04 Acquisition vs. Retention Strategies20:56 Integrating SMS with Email Marketing24:10 The Role of AI in Email Marketing26:53 Personalization in Email Campaigns30:12 Final Tips for Email Marketers

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Roee Peled, the Co-founder and CRO of Hoox, a financial tech company making waves in how credit card issuers engage and activate cardholders. Based in Miami, Roee brings years of experience in the fintech space, and today he’s sharing Hoox’s fresh approach to tackling the competition for top-of-wallet status among credit cards.During their chat, Eitan and Roee explore how Hoox has developed a system for credit card companies to prompt users with targeted offers right at the checkout, boosting engagement without relying on traditional methods like emails or street ads. Roee explains how Hoox leverages zero-knowledge technology to make real-time matches between consumers and their bank offers—without accessing any personal data. This solution provides a smoother shopping experience for users while delivering measurable results for card issuers and banks.Roee also shares what Hoox learned from taking a more agile approach to sales, transitioning from direct merchant outreach to building strategic partnerships with payment gateways and platforms like MasterCard. By focusing on making smart connections in the payment ecosystem, Hoox is scaling faster and improving activation rates—often by up to 25% compared to the usual methods.Eitan wraps up the conversation with a look into the future of customer activation, and Roee talks about how Hoox plans to stay ahead by offering low-friction solutions that fit naturally into the consumer’s shopping experience. This episode offers a closer look at what’s possible in fintech with a little creativity and strategic thinking.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/ LinkedIn Vimmi: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Roee Peled, the Co-founder and CRO of Hoox LinkedIn: https://www.linkedin.com/in/roeepeled/ Hoox: https://www.hooxpay.com/LinkedIn Hoox: https://www.linkedin.com/company/hooxpay For Merchants: Hoox helps merchants boost (%)Conversion and ($)AOV by offering personalized consumer incentives at checkout ('embedded offers'), sponsored by banks and card issuers (video HERE) For Issuers:Hoox helps banks and card issuers engage with their cardholders in order to gain top of wallet. How - Hoox identifies consumer (pre) purchase intent in stores and presents a real-time personalized offer ('Embedded Offers') luring the consumer to pay with a specific card (For example: "pay with your X bank card and get free shipping" or "pay with X bank card and get $10 store credit")Watch the full Youtube video here:https://youtu.be/uyhZX-pzMN0Takeaways:Hooks provides a tool for credit card companies to activate cardholders.The technology behind Hooks allows for real-time personalized offers without PII access.Stakeholders benefit from increased engagement and reduced marketing costs.42% of credit cards are inactive, presenting a significant opportunity.Hooks uses a smart engine to tailor incentives for different card profiles.The company claims to achieve 10x more effective activation than traditional methods.The sales cycle in the financial sector is lengthy due to multiple stakeholder approvals.Hooks has no direct competition in its specific approach to customer activation.Merchants are overwhelmed with offers and need effective solutions to improve conversion rates.The future of customer activation is focused on personalized, behavior-driven strategies.Chapters:00:00 Introduction to Hooks and Its Mission03:02 The Technology Behind Hooks05:57 Stakeholder Benefits and Customer Activation08:54 Evolution of Customer Activation Strategies12:03 Challenges and Innovations in the Financial Sector15:00 Market Dynamics and Customer Retention17:59 Sales Strategies and Market Approach20:54 Future of Customer Activation and Work-Life Balance

Welcome back to another episode of Mastering eCommerce Marketing with your host, Eitan Koter. Today, Eitan sits down with Dani Mechlowitz, the Founder & Managing Director at Delta Fulfillment, a UK-based company that specializes in eCommerce fulfillment. Dani's been leading Delta Fulfillment for the past seven years, and he shares a lot of interesting experiences from his journey of growing the business from a small operation into a trusted partner for brands across multiple sectors.In this episode, Dani talks about what it takes to run a successful 3PL (third-party logistics) company, the importance of building strong relationships with brands, and the challenges that come with handling eCommerce fulfillment and omnichannel operations. He also highlights the need for flexibility in a business like his, where they manage both direct-to-consumer orders and large B2B shipments.One of the key takeaways from this conversation is how Delta Fulfillment is embracing new trends like subscription services and omnichannel strategies to stay competitive. Dani also touches on how they’re helping brands with TikTok integration, offering behind-the-scenes content and even live sessions from their warehouse to connect with customers in fresh ways.Whether you’re interested in logistics, eCommerce growth, or finding the right fulfillment partner, Dani’s experiences offer some real lessons for anyone navigating the fast-paced world of eCommerce. Let's get into it!Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/LinkedIn Vimmi: https://il.linkedin.com/company/vimmiYouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Dani Mechlowitz, Founder & Managing Director at Delta Fulfillment LinkedIn: https://www.linkedin.com/in/danimechlowitz/Delta Fulfilment: https://deltafulfilment.co.uk/Watch the full Youtube video here:https://youtu.be/r1bi-22kMx0Takeaways:Partnerships are crucial in the fulfillment industry, as brands rely on fulfillment centers to pick, pack, and ship their products accurately and on time.Key metrics for fulfillment include on-time dispatch and order accuracy, which are essential for providing high-quality service to customers.Technology and software tools, such as WMS and integrations with shopping channels, play a vital role in streamlining the fulfillment process and providing transparency to customers.Sustainability is a growing focus in the industry, with brands seeking to reduce plastic usage and make their supply chains more environmentally friendly.Cross-border e-commerce can be effectively managed from a single warehouse, as long as core details are captured correctly and the right carriers and processes are in place.Marketing strategies for fulfillment companies can include organic content on platforms like LinkedIn and leveraging the growing trend of TikTok for brand exposure.Open communication and a strong relationship with a 3PL are essential for success in the fulfillment industry.Chapters:00:00 Introduction and Overview03:08 Partnerships in Fulfillment12:02 Key Metrics for High-Quality Fulfillment18:23 The Role of Technology in Fulfillment23:59 TikTok and Marketing Strategies26:36 Cross-Border E-Commerce and Sustainability32:45 Building Strong Relationships with 3PLs

On today’s episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Yoni Kosminski, the Co-Founder and CEO of MultiplyMii and Escala. Yoni has built a career helping businesses scale by optimizing their teams and processes. MultiplyMii focuses on executive recruitment, helping companies find top remote talent from the Philippines, while Escala is all about improving operational efficiency, helping businesses streamline and document their processes.In this conversation, Yoni shares how he grew his companies by providing US-based brands access to high-performing Filipino teams. He talks about the importance of having the right mix between in-house and remote talent, and why it’s crucial to balance strategy and execution. Yoni also touches on lessons learned from growing teams too fast, and how refining focus and setting clear expectations can prevent business inefficiencies.Listeners will also hear about the challenges companies face when scaling remote teams and how MultiplyMii addresses those by offering tailored recruitment and onboarding solutions. Yoni shares advice on how to avoid common pitfalls, improve onboarding, and ensure that remote hires are integrated into the team effectively.It’s a conversation packed with practical knowledge about remote team management, the benefits of outsourcing, and strategies for business growth. Let's get into it!Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/LinkedIn Vimmi: https://il.linkedin.com/company/vimmiYouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Yoni Kozminski, Co-Founder and CEO MultiplyMii and Escala LinkedIn: https://www.linkedin.com/in/yonkoz/MultiplyMii: https://www.multiplymii.com/Escala: https://www.weareescala.com/Watch the full Youtube video here:https://youtu.be/I3XwIK_X_c4Takeaways:Building high-performing remote teams is crucial for e-commerce businesses.Strategic minds and clear onboarding processes are essential when scaling remote teams.The challenges of scaling remote teams include planning, recruitment, and onboarding.Bootstrapping requires focus, picking the right battles, and building a profitable business.Achieving work-life balance is important for personal well-being and success in business.Chapters:00:00 Introduction and Background01:41 Inspiration for Launching MultiplyMii and Escala04:01 The Ideal Setup for Hiring and Outsourcing08:41 Challenges and Solutions for Scaling Remote Teams14:44 The Onboarding Process and Engagement Models21:16 Operational Transformation with Scala Management Consulting25:30 Tips for Bootstrapping and Building a Profitable Business32:29 Achieving Work-Life Balance34:04 How to Connect with Yoni Kosminski and MultiplyMii

Welcome to another episode of Mastering eCommerce Marketing with your host, Eitan Koter. Today, Eitan is sitting down with John Roman, the CEO of BattlBox, a subscription-based brand known for its outdoor adventure gear. John shares the story of how BattlBox started in 2015 and how the brand stands out with a focus on content and community, making it more than just a typical direct-to-consumer business.In this episode, John talks about how their commitment to creating valuable content and building a strong community has been the backbone of their success. He explains how BattlBox leaned into organic content to fuel their growth, including a Netflix original series and a massive presence on social media. You'll also hear about the challenges they faced during and after COVID, including a dip after being acquired and how they managed to bounce back stronger than before by going back to their roots.John shares some great tips on how content creation and community engagement can really push a brand forward, even if the results don’t come overnight. He also touches on BattlBox's subscription model, the role of influencers, and why they continue to focus on building relationships with their customers through different touchpoints, including a mobile app.It’s a great conversation full of useful takeaways for anyone looking to build their brand, engage their audience, and create a strong community. Stay tuned!Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/LinkedIn Vimmi: https://il.linkedin.com/company/vimmiYouTube: https://www.youtube.com/@VimmiCommunicationsGuest: John Roman, CEO at BattlBox and Co-Host of ASOM LinkedIn: https://www.linkedin.com/in/john-roman/BattlBox: https://global.battlbox.com/?redirectFrom=usa-storeASOM: https://www.asompod.com/subscribeWatch the full Youtube video here:https://youtu.be/bqr1vuBN-KETakeaways:BattlBox focuses on content and community as core pillars.The brand has evolved significantly since its launch in 2015.Content creation is a slow process but yields long-term rewards.Building a community enhances customer loyalty and engagement.The subscription model offers various tiers to cater to different customers.Influencer marketing remains a key strategy for customer acquisition.The app serves as a touchpoint for customer interaction and education.Engaging with customers directly fosters a stronger community.The brand's success is attributed to its unique approach to marketing.Continuous adaptation to market changes is crucial for growth.Chapters:00:00 Introduction and Overview of BattlBox01:18 The Power of Content in Driving Success03:00 Navigating Challenges and Maintaining Growth06:00 The Passion and Drive Behind BattlBox08:07 The Importance of Content and Execution13:55 Encouraging Leaders to Invest in Content15:34 Building a Community and Engaging with Customers21:51 Subscription Boxes and Custom-Manufactured Products24:25 The BattlBox App and its Benefits26:11 Introduction to the Podcast30:41 Differentiating from Traditional Podcasts33:20 Tips for Content Creation34:17 Learning from Failures34:57 The Importance of Consistency35:15 Where to Find John and the Podcast

Welcome to another episode of Mastering eCommerce Marketing with our host, Eitan Koter. In today’s episode, Eitan sits down with Christopher Baird, who plays a key role in the global eCommerce team at Puma. Christopher has a wealth of experience managing eCommerce operations in various regions, including South Africa, where he successfully launched Puma’s digital commerce platform just before the pandemic.In this episode, Christopher talks about the unexpected growth Puma saw when they launched their South Africa eCommerce site and how they quickly adapted to the challenges of balancing supply chains, forecasting, and managing customer demand during such an uncertain time. He also shares his thoughts on how Puma has been using data analytics and AI to get a better understanding of their customers, optimize their operations, and improve profitability.Christopher explains how Puma has embraced omni-channel strategies and worked closely with brick-and-mortar partners, online marketplaces, and third-party platforms to grow their business. He also touches on the importance of product inventory management and how the company is staying agile in a fast-changing retail environment.If you’re interested in how data, customer experience, and smart business decisions come together to grow an eCommerce operation, this episode is a great listen. So, sit back and enjoy this conversation between Eitan and Christopher Baird.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/LinkedIn Vimmi: https://il.linkedin.com/company/vimmiYouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Christopher Baird, Head of Ecommerce South Africa at PUMA Group LinkedIn: https://www.linkedin.com/in/christopher-john-baird/PUMA Group: https://about.puma.com/enWatch the full Youtube video here:https://youtu.be/JwMOT2M64ssTakeaways:Agility and adaptation are crucial in the face of unexpected growth and challenges.Understanding customer data and leveraging it can drive client lifetime value and loyalty.Finding the right partners is essential for a global consumer intelligence platform.Operational efficiency and product inventory management are key factors in e-commerce success.Balancing profitability and investment is important in the early stages of e-commerce.Chapters00:00 Launch of Puma e-commerce in South Africa03:13 Adapting to COVID-19 and Unexpected Growth09:14 Focus on Client Lifetime Value and Loyalty11:04 Data Analytics and Insights Intelligence Platform15:03 Operational Efficiency and Inventory Management20:19 Balancing Profitability and Investment

Welcome to this episode of Mastering eCommerce Marketing, hosted by Eitan Koter. Today, Eitan chats with Justus Klover-Schlotfeld, Chief Executive Officer of NEX, a global SaaS platform headquartered in London. NEX connects technology providers, industry experts, and retailers to simplify cross-border logistics and eCommerce operations.In this episode, Justus shares the vision behind NEX and how it grew from identifying a gap in cross-border supply chain logistics. He explains how NEX brings together the best technology providers to create a more seamless, efficient eCommerce ecosystem. Eitan and Justus discuss key challenges and opportunities in global eCommerce today, including the impact of direct fulfillment from China, the role of AI in logistics, and how data-driven decisions can improve efficiency.They also explore how NEX helps retailers expand globally through its network, offering solutions that simplify customs processes, improve supply chain management, and give retailers more control over their operations.Later, Justus offers some practical advice for eCommerce businesses looking to scale internationally and shares a bit about how he balances his busy work schedule with family life and sports. If you’re looking for strategies to optimize your eCommerce supply chain or are curious about how technology is transforming cross-border logistics, this episode is packed with valuable takeaways.Let’s jump into the conversation with Eitan and Justus.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/LinkedIn Vimmi: https://il.linkedin.com/company/vimmiYouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Justus Klüver - Schlotfeldt, Chief Executive Officer at NeX eCommerce LinkedIn: https://www.linkedin.com/in/justus-kl%C3%BCver-schlotfeldt-265a5380/NeX eCommerce: https://nex-network.com/Watch the full Youtube video here:https://youtu.be/PaO9AZk4GCwTakeaways:NEX is a global acting ecosystem for cross-border e-commerce, connecting technology providers, logistics companies, and retailers.The company is divided into four major business units: the membership network, the NEX Hub, the NEX Academy, and events.Challenges in global e-commerce include direct fulfillment from China, the need for local expertise in customs clearance, and the importance of data usage.Technology and innovation, particularly AI, play a crucial role in improving supply chain efficiency and customs processes.Retailers looking to expand globally should consider multi-channel selling, work with local heroes in different markets, and prioritize supply chain management.Work-life balance is important, and Justus enjoys spending time with his family and participating in sports.Chapters:00:00 Introduction to NEX and Justus Klover-Schlotfeld01:15 The Vision and Initiatives of NEX05:17 The Four Major Business Units of NEX11:17 Challenges and Opportunities in Global E-commerce15:40 The Role of Technology and Innovation in Supply Chain19:34 Tips for Retailers Expanding Globally26:43 The Importance of Work-Life Balance

Welcome to another episode of Mastering eCommerce Marketing with your host, Eitan Koter. Today, Eitan is chatting with Eagan Heath, who runs Asymmetric Marketing, a digital marketing agency that helps businesses with everything from PPC, SEO, and landing pages to web design and analytics.In this episode, Eitan and Eagan cover a lot of ground. Eagan shares how the constantly changing marketing space keeps things interesting, and why businesses need to be ready to adapt to new channels as they pop up. They discuss how platforms like Google and Meta are becoming more competitive, making it harder for businesses to get noticed through traditional methods like SEO and paid search. Eagan also touches on the importance of getting back to the basics—knowing your audience, understanding their needs, and creating content that speaks directly to them.They also explore how newer approaches like influencer marketing and TikTok can offer fresh opportunities, and why it’s crucial to balance marketing efforts across different stages of the funnel. Whether you’re working on email, SEO, or paid ads, this episode has some great takeaways on how to stay focused in a crowded digital space.Stay tuned for some valuable strategies and a down-to-earth conversation on what really works in digital marketing today.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/LinkedIn Vimmi: https://il.linkedin.com/company/vimmiYouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Eagan Heath, Digital Marketing Agency Partner at Asymmetric Marketing LLC LinkedIn: https://www.linkedin.com/in/eagan-heath/Asymmetric Marketing LLC: https://asymmetric.pro/Asymmetric Marketing LLC LinkedIn: https://www.linkedin.com/company/asymmetricmarketingGetFoundMadison: https://getfoundmadison.com/Watch the full Youtube video here:https://youtu.be/MmSYdHthSrQTakeaways:Marketing is constantly evolving, with new channels and platforms emerging all the time.Mature platforms like SEO, paid search, and paid social have become more competitive and saturated.Understanding customer psychology and addressing their concerns and aspirations is crucial for effective marketing.Content plays a key role at different stages of the marketing funnel, from building awareness to driving conversions. Measuring and analyzing data in marketing has become more challenging due to privacy changes, but triangulating data from multiple sources can provide insights.AI is playing a significant role in advertising platforms like Facebook and Google, with a shift towards open targeting and the need for a sufficient amount of data to feed AI algorithms.AI is also impacting SEO, making content creation faster and cheaper, and offering opportunities for repurposing content and improving technical SEO.Work-life balance is important for productivity and creativity, and having morning routines and engaging in leisure activities outside of work can contribute to overall well-being.Chapters:00:00 Introduction and the Excitement of Marketing01:33 The Challenges of Marketing in a Changing Landscape03:03 The Saturation of Mature Platforms06:29 Understanding Customer Psychology for Effective Marketing09:26 The Role of Content in the Marketing Funnel19:16 Measuring and Analyzing Data in Marketing22:44 The Role of AI in Advertising Platforms25:26 The Impact of AI on SEO33:42 Work-Life Balance and Morning Routines

In today’s episode of Mastering eCommerce Marketing, host Eitan Koter welcomes Nicholas Hernandez, the Director of E-commerce at Felina, a well-established brand in women's intimates and basics. Felina has been around for over 40 years, and Nicholas shares how the company has recently shifted from being primarily wholesale to expanding into the direct-to-consumer space.During the episode, Nicholas talks about his approach to managing the entire customer journey — from top-of-funnel activities like organic and paid marketing, to customer retention strategies at the bottom of the funnel. He also discusses how Felina is expanding its product line into athleisure and loungewear, offering a new way to engage both their loyal and new customers.A key takeaway from the episode is how Nicholas and his team are navigating the challenges of transitioning a legacy brand to the digital space while staying agile. He shares some practical strategies for balancing wholesale and e-commerce, and the importance of understanding your customer, whether online or in-store. There’s also an interesting look at how Nicholas applies his startup experience to keep the team lean, adaptive, and focused on testing new ideas.It’s a conversation packed with real-world strategies and thoughtful approaches to scaling e-commerce. So, let’s get into it with Nicholas Hernandez.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/LinkedIn Vimmi: https://il.linkedin.com/company/vimmiYouTube: https://www.youtube.com/@VimmiCommunicationsGuest: Nicholas Hernandez, Director of Ecommerce at Felina LinkedIn: https://www.linkedin.com/in/nicholasfhernandez/Felina: https://www.felina.com/Watch the full Youtube video here:https://youtu.be/eqRWeGd9vi4Takeaways:Nicolas Hernandez manages the entire customer funnel at Felina, from top-of-funnel marketing to bottom-of-funnel retention efforts.Felina, a company with a 35-year history in wholesale, has recently transitioned to selling online and is building a tech stack and funnel as if it were a direct-to-consumer company.The best marketing is the kind that feels like a story or narrative that customers are genuinely excited to engage with.Tapping into brand affinity and creating a genuine connection with customers can be a powerful differentiator in a crowded market.Understanding the customer journey and developing messaging that resonates with customers at each stage of the funnel is crucial for successful marketing campaigns. Understand the customer and create a cohesive brand experienceAnalyze and optimize various touchpoints in the customer journeyListen to extreme customer feedback and leverage brand advocatesBe open to experimentation and don't rely on historical successPassion for classic cars and background in the entertainment industryChapters:00:00 Introduction and Overview of Felina03:04 Balancing Innovation with a Legacy Organization06:10 Transitioning from Wholesale to Direct-to-Consumer09:01 The Power of Storytelling in Marketing11:48 Creating Genuine Connections with Customers16:41 Developing Messaging for Each Stage of the Funnel20:45 Analyzing Performance and Reworking Strategies23:38 Optimizing the Funnel and Customer Touchpoints27:11 Listening to Extreme Customer Feedback29:24 Being Open to Experimentation32:51 Agile Mindset and Startup Experience35:22 Passion for Classic Cars and Entertainment Industry Background