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
Dec 23, 2025 • 35min
What 53,000 Ads Reveal About Meta’s Andromeda Algorithm
Tony Chop, VP of Paid Media at Common Thread Collective, shares insights from analyzing 53,000 ads and $14.5M spent during BFCM. He discusses how Meta's Andromeda algorithm revolutionizes ad delivery and bidding strategies. Discover why creative volume surged and how video ads outperform static ones in efficiency. Tony reveals that user-generated content is twice as likely to win high spend. He emphasizes the need for diverse bidding approaches and the importance of fast testing in a rapidly evolving landscape.
Dec 18, 2025 • 55min
CFO Summit - Turning Your Marketing Calendar Into a Financial Forecast
Discover how to connect marketing actions with financial outcomes! The discussion highlights the importance of aligning finance and marketing to prevent burnout. Learn about forecasting limitations in e-commerce and how specific marketing events can drive revenue spikes. The hosts introduce modeling spend-efficiency and the power of a unified marketing calendar for accurate cash flow predictions. Gain practical tips for organizing a 12-month calendar that links events with expected revenue, and embrace the idea that forecasting is about execution, not guessing!
Dec 16, 2025 • 46min
Welcome to Q5: The Most Important Quarter You’re Ignoring
In this discussion, Dean Brennan, CEO of Heart & Soil, and Dave Huffman, Co-founder of Fifth Hammer, dive into the significance of Q5 for health and wellness brands. They explain how this unique six-week window is pivotal for customer acquisition. Dean highlights the importance of community-driven challenges, while Dave contrasts this with frictionless acquisition tactics. The duo shares insights on navigating ad market dynamics, strategies for maximizing January cohorts, and the 'acquire + harvest' approach to enhance long-term customer value.
8 snips
Dec 11, 2025 • 36min
The Marketing Calendar Is Your Real Revenue Model
In this engaging conversation, Luke Austin, VP of e-commerce strategy and forecasting expert, reveals how the marketing calendar, not spreadsheets, is key to driving revenue for DTC brands. He critiques traditional forecasting methods and introduces innovative models for predicting spending power and revenue outcomes. Discover how event tagging can enhance marketing effectiveness, and learn why aligning finance with marketing is crucial for realistic forecasts. Luke's insights offer a blueprint for achieving predictable revenue and smarter budgeting.
Dec 9, 2025 • 31min
The 2026 7-Figure Brand Playbook (Stop Copying 9-Figure Advice)
Joy Sharma, a growth strategist for DTC brands, joins to share insights on scaling 7-figure e-commerce businesses. They discuss why imitating 9-figure brands can be detrimental and reveal key tactics for success in 2026. Learn about creating 'four peaks a month' using cultural trends, the importance of clear forecasting, and the value of AMER as a media metric. Joy emphasizes the need to avoid SKU bloat and premature expansion while focusing on customer lifetime value and targeted audience segments for sustainable growth.
Dec 4, 2025 • 35min
From Campaigns to Cash Flow: How to Build a Forecast That Works
Brian Sikansky, a growth strategy manager from Common Thread Collective, shares insights from his extensive DTC background. He discusses how high-performing ecommerce brands can transform marketing campaigns into predictable cash flow. Brian highlights the importance of operational forecasting, daily execution, and real-time decision-making. Learn how to align client expectations with realistic forecasts and diagnose data issues effectively. He even provides tips for smaller operators to leverage simple tools like spreadsheets for successful forecasting.
10 snips
Dec 3, 2025 • 26min
BFCM 2025 Results: What Really Happened This Weekend
BFCM 2025 showcased intriguing trends, with a +7% revenue uptick and a surprising Saturday surge, where orders increased by 20%. AppLovin surpassed expectations by over 100%, while media delivery from Meta presented a new set of challenges. Despite fewer overall orders, higher average order value indicated changing consumer behavior, especially among younger shoppers utilizing BNPL. Tactical pivots, like adjusting discounts, proved essential for revenue recovery, prompting discussions on what these insights imply for 2026 planning.
Nov 25, 2025 • 29min
5 Last-Minute BFCM Fixes You STILL Have Time to Make
Adrienne Austin, VP of Creative at Common Thread Collective, and Allie Sims, Director of Growth Strategy, dive into last-minute fixes for Black Friday/Cyber Monday. They discuss crucial strategies such as aligning spend to iROAS targets and enhancing creative through historical ads and UGC. The duo emphasizes the importance of simplifying offers and ensuring operational readiness to avoid complications. They also share tips on hour-by-hour tracking to optimize performance, ensuring brands can leverage the holiday weekend effectively.
Nov 20, 2025 • 1h 2min
CFO Summit: Board, Budget, Bonus - The Forecasting Framework for 2026
In this session, a forecasting framework is unveiled to guide ecommerce brands into 2026. Key highlights include the three scenario types every CFO should master and the importance of basing plans on real data. There’s a deep dive into common forecasting pitfalls to avoid, and a four-step process for building robust financial models. The discussion also emphasizes the critical relationship between marketing strategies and revenue forecasting, while establishing the need for daily execution and accountability to adapt quickly.
8 snips
Nov 18, 2025 • 1h 2min
Meta’s Black Box Is Ruining Your Creative Strategy
In this insightful discussion, Reza Khadjavi, CEO of Motion, dives into the challenges brands face with Meta's new ad ranking systems. He unpacks how Meta's opacity affects ad performance and why traditional hook testing isn't as effective anymore. Reza explains the importance of creative taxonomy and how AI tagging can reveal biases in audience targeting. He also highlights the shift from growth hacking to fundamental messaging, urging brands to focus on clear customer understanding in this ever-evolving digital landscape.
