Ecommerce Playbook: Numbers, Struggles & Growth
Common Thread Collective
2020 transformed the world of ecommerce forever.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
Episodes
Mentioned books
Oct 16, 2025 • 42min
Why Retention Starts at Acquisition: A New Approach to LTV Growth
In this engaging discussion, Josh Tay, Director of Retention at Common Thread Collective, shares his expertise on the crucial link between customer acquisition and retention. He reveals why most brands falter by treating these as separate strategies. Josh emphasizes that front-loading lifetime value and aligning teams from day one can significantly boost profitability. He highlights innovative retention tactics beyond just email, the importance of lifecycle data, and real-world examples that illustrate the power of integrated campaigns.
Oct 14, 2025 • 50min
The Modern Media Playbook
Discover the future of media management for DTC brands as Taylor and Luke unravel a cohesive, profit-first workflow. They highlight the critical importance of data integrity for smart decision-making. Learn about the innovative Spending Power Model and how to allocate budgets by efficiency. Incrementality testing is dissected as the gold standard for measuring impact, complemented by actionable insights for daily optimization. This conversation offers a blueprint for transforming complex media strategies into streamlined processes.
Oct 9, 2025 • 35min
How to Win Q4 with Data, Not Guesswork
Discover how an eight-figure brand revamped its Q4 strategy using innovative models to boost profits. Learn about reallocating ad spend to maximize contribution margins and uncovering an impressive $400K in incremental profit. The hosts dive into the importance of cutting budgets wisely and aligning marketing strategies for maximum efficiency. With data-driven insights, they discuss the creative demands for a successful quarter, ensuring brands can scale their creative output effectively. Get ready to transform your approach for Q4!
Oct 7, 2025 • 26min
Stop Wasting Your Q4 Budget on Holiday UGC
Adrienne Austin, Director of Creator Content at Common Thread Collective, shares her expertise on optimizing Q4 budgets for creator-generated content. She reveals why focusing solely on holiday content is a costly mistake and how evergreen strategies can lead to better results. Adrienne discusses effective creator briefs, timelines for sourcing, and the surprising power of still images over videos. She also highlights the importance of diverse creator perspectives for innovative ad concepts and practical product use cases, ensuring your campaigns thrive well beyond the holidays.
Oct 2, 2025 • 27min
How to Craft the Best BFCM Offer this Year
As Q4 approaches, mastering your offer strategy becomes crucial for Black Friday and Cyber Monday. Discover insights from a database of over 679 top brand offers to attract new customers while retaining existing ones. Learn how to tailor messages for different channels, balance discounts with inventory, and forecast audience engagement. Avoid common pitfalls like misspending and unrealistic expectations. The hosts emphasize the importance of transparency and adapting your strategy to current market conditions for successful holiday sales.
9 snips
Sep 30, 2025 • 49min
eCommerce Is About to Evolve - Taylor Holiday's Keynote @ Stord Summit
Taylor Holiday explores the evolution of DTC through four critical eras, highlighting the boom during COVID and the lean strategies of the Ozempic era. He discusses why self-funding can cap growth and reveals how brands are learning to operate efficiently amidst constraints. Innovative strategies like supplier financing and product-led growth emerge as key differentiators. As optimism builds for 2025, he emphasizes that the surviving brands have adapted and strengthened, setting the stage for a promising new chapter in e-commerce.
Sep 25, 2025 • 31min
The Measurement Roadmap: How it Works
Dive into the intricacies of the Measurement Roadmap, a framework that guides what to test in e-commerce. Discover the significance of incrementality testing and how it can illuminate vast discrepancies in platform reporting. Hear about the surprising results of Meta’s ad effectiveness and its influence on Amazon sales strategies. Unravel the importance of narrowing error margins for confident decision-making, and learn how to anchor choices in financial realities while interpreting unexpected test outcomes with caution.
8 snips
Sep 23, 2025 • 26min
Is AppLovin making a comeback?
Timing is everything when expanding ad channels, and understanding prerequisites like creative systems is crucial. AppLovin is highlighted for its unique inventory and ability to drive incremental growth without cannibalizing other platforms. A successful client case demonstrates its potential, as it grew to 30% of media spend. The platform's evolution and upcoming self-serve options are explored, while best practices for setup and measurement are emphasized. Overall, there's optimism about AppLovin's role in future channel strategies.
Sep 18, 2025 • 39min
The Best (& Worst) Creative Demand Scores We’ve Seen for Brands
In this discussion, Luke Austin, VP of E-Commerce Strategy at Common Thread Collective, shares his expertise in creative demand modeling. He highlights the critical metrics for assessing creative output and reveals how leading brands are producing hundreds of ads monthly to thrive during Q4. Luke emphasizes the importance of balancing evergreen content with high-volume testing and how AI is revolutionizing creative production. Get ready for insights on exactly how many ads your brand might need to stay competitive!
Sep 16, 2025 • 41min
How a CTC Client Unlocked 40% YoY Growth
Mike McVerry, SVP of Ecommerce & International Sales at Urban Armor Gear, shares insights on achieving 40% YoY growth in a tough market. He discusses the crucial role of financial clarity in marketing strategies, revealing how their 'Profit System' transformed operations post-COVID. McVerry emphasizes scaling creative output and the importance of collaboration between finance and marketing. He also dives into practical lessons on inventory management and budget reallocation aimed at sustainable DTC growth amidst evolving market dynamics.
