Ecomm Breakthrough

Jessica Seib worked at Buzzfeed for 5 years and with Rolling Stones for a year and a half, Jessica is definitely an expert when it comes to connecting the audience with the brand, and the role that affiliate marketing plays in reaching out to your intended market.Highlight Bullets> Here’s a glimpse of what you would learn…. Future of affiliate marketing in e-commerceStrategies for brands to engage effectively with publishersImportance of agency partnerships in affiliate marketingNavigating relationships with publishers and overcoming competitionPerformance metrics and benchmarks for affiliate marketing successRecommended agencies for affiliate marketing supportBlending direct-to-consumer (DTC) and Amazon strategiesImportance of personalized outreach and tailored communicationLeveraging micro-influencers and niche creators for brand visibilityContinuous testing and adaptation of marketing strategiesIn this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Jessica Seib, a seasoned publishing and brand consultant with extensive experience in affiliate marketing, particularly for Amazon-focused brands. The discussion delves into the future of affiliate marketing in e-commerce, highlighting strategies for brands to effectively engage with publishers and the importance of agency partnerships. Jessica shares insights from her career at BuzzFeed and Rolling Stone, emphasizing the need for a cohesive strategy, leveraging both DTC and Amazon channels, and the value of personalized outreach. This episode offers actionable advice for scaling e-commerce businesses to eight figures and beyond.Here are the 3 action items that Josh identified from this episode:1. Leverage Agencies to Enhance ReachPartner with affiliate marketing agencies or performance PR agencies with strong media relationships. These agencies can help brands cut through the noise, secure prominent placements, and amplify visibility.Action Step: Research niche-specific agencies like Levanta or Archer Affiliates and schedule consultations to align strategies with their expertise.2. Personalize and Strengthen Publisher RelationshipsTailor pitches to publishers by understanding their audience and focus. Providing product samples and personalized outreach can create stronger connections and increase your chances of being featured.Action Step: Develop customized product briefs and prepare sample kits to share with targeted publishers.3. Adopt a Dual Amazon-DTC StrategyBlend Direct-to-Consumer (DTC) efforts with Amazon strategies to capture a broader audience and gain deeper consumer insights. This dual approach maximizes reach while allowing brands to fine-tune their offerings based on channel-specific performance metrics.Action Step: Use analytics tools like Comscore to measure the effectiveness of both channels and optimize campaigns accordingly.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comLevantaArcher AffiliatesDreamday on LinkedInJLS PR on LinkedInBlossom PMComscore on LinkedInImpactTikTok ShopDark Matter by Blake Crouch on AmazonChatGPTSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorThis episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.Transcript AreaJosh Hadley 00:00:00  Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Michael Gerber, author of The E-myth, and Stephen Pope from My Amazon Guide. Today, I am speaking with Jessica Seib. She is a publishing and brand consultant, a...

Sohun Sanka is currently with Euka.AI and they strive to build more impactful AI powered solutions for marketers. Fueled by his curiosity Sohun has taken roles across multiple departments and stood up several verticals for UGC, TikTok Shop and Influencer Marketing throughout his career. Sohun also conducts strategic workshops and audits of top brands and agencies to help optimize their creator marketing workflows.Highlight Bullets> Here’s a glimpse of what you would learn…. Importance of social commerce in the evolving e-commerce landscape.Strategies for leveraging creator marketing on platforms like TikTok Shop.The role of user-generated content (UGC) in driving consumer trust and engagement.Challenges and opportunities for brands generating demand outside traditional platforms like Amazon.The significance of thorough trend analysis and understanding audience demographics in creator outreach.Best practices for crafting effective outreach messages to creators.The iterative process of testing content styles and analyzing performance metrics on TikTok.The impact of commission strategies on creator collaborations and sales performance.The necessity of establishing social proof and initial sales data before engaging creators.Insights on navigating the creator landscape, including the value of collaborating with smaller creators.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Sohun Sanka from Euka.ai, focusing on creator marketing for TikTok Shop and social commerce. They discuss the growing importance of social commerce for e-commerce brands looking to generate demand beyond Amazon. Sohun shares insights on leveraging user-generated content (UGC), conducting trend analysis, and crafting engaging content to drive sales. They emphasize the need for thorough preparation, iterative testing, and personalized outreach to creators. The episode offers actionable steps for brands to thrive in the evolving e-commerce landscape, highlighting the significance of social proof and effective collaboration strategies.Here are the 3 action items that Josh identified from this episode:Engage Creators at Scale – Reach out to a large number of creators (ideally 1,000+) to generate diverse content and assess product-market fit. Use feedback to refine your strategy.  Prioritize Social Proof – Build credibility by gathering reviews and initial sales data before launching on TikTok Shop. Highlight success metrics in outreach to attract creators.  Optimize Content Iteratively – Test various video styles, refine hooks for stronger engagement, and analyze metrics like video views and click-through rates to improve performance.Resources mentioned in this episode:Here are the mentions with timestamps arranged by topic:Ecomm BreakthroughAmazonLevantaImpact.comRakutenAspireCreator IQAmazon A+ ContentMy Magic HealerEuka.aiTikTok ShopKalodata InsightsLinkedInDarin SaulSix Thinking HatsChatGPTSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorThis episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.Transcript AreaJosh Hadley 00:00:00  Welcome to the Ecomm Breakthrough podcast. I'm...

Grant Martin, TorkStrap's president, understands the importance of safe and reliable cargo transport. In fact, his motivation to create TorkStrap came after a minor incident involving a bungee cord that went through his father's hand. From that moment on, Martin made it his mission to develop a safer, faster, and more simplistic solution for cargo transport and he created his own retail website proving there’s substantial revenue to be gained outside of Amazon.Highlight Bullets> Here’s a glimpse of what you would learn…. Grant Martin's entrepreneurial journey and the inspiration behind TorkStrap.Experiences and challenges of selling products on Amazon and Shopify.Importance of cash flow management in e-commerce businesses.Strategies for optimizing cash flow, including leveraging credit cards.Insights on product development and innovation in the e-commerce space.The role of digital marketing, particularly video content, in driving sales.Necessity of testing and experimentation in marketing strategies.Pricing strategies and the impact of price adjustments on profitability.Customer experience and its significance in e-commerce success.Challenges and opportunities presented by emerging sales channels like TikTok Shop. In this episode of the Ecomm Breakthrough podcast, host Josh Hadley interviews Grant Martin, founder of TorkStrap, a company known for its patented strap device enhancing safety and efficiency in load securing. Grant shares his entrepreneurial journey, including the inspiration behind his product, challenges faced on platforms like Amazon and Shopify, and strategies for growth. Key topics include cash flow management, leveraging credit cards for extended payment terms, and effective marketing through video content. The episode provides actionable insights for scaling e-commerce businesses, emphasizing innovation, financial management, and strategic marketing.Here are the 3 action items that Josh identified from this episode:1. Master Inventory and Cash Flow Management: Regularly monitor inventory levels and manage cash flow strategically by using credit cards or extended payment terms to avoid stockouts and stabilize finances. For instance, consider using tools like the Amex Plum Card to extend payment cycles and align expenses with revenue inflows.2. Adapt and Leverage Platform-Specific Strategies: Understand and adapt to the requirements of each sales platform, like Amazon and Shopify, to optimize visibility and balance revenue streams. Knowing Amazon’s fee structures and competitive environment, for example, can help you manage inventory effectively and keep fees in check.3. Invest in Customer-Centric Marketing and Pricing: Develop engaging, data-driven ad content that resonates with your target audience, and experiment with pricing to maximize profits for reinvestment. Additionally, focus on owning the customer experience through your website by offering incentives and superior service to drive loyalty and repeat purchases.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comTorkStrapShopifyAmazon FBAAmex Plum CardMeta AdsTikTok ShopYouTubeRepurposeSellerboardAutoPod for Premiere ProChatGPTInvent With Me PodcastWar Room by Roland FrasierRich Dad Poor DadThe 4-Hour WorkweekEpisode with John Derkits on Credit Card HackingThe How of Business PodcastSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast...

Kurt Elster, he is currently helping Shopify Plus merchants like HOONIGAN make more money at his Shopify Partner agency, Ethercycle. He is hosting a podcast with over two million downloads: The Unofficial Shopify Podcast. He is developing public Shopify apps. And he is investing, advising, or both with: Govalo, PostPilot, and other select clients and P.E. firms. Highlight Bullets> Here’s a glimpse of what you would learn…. Transitioning from Amazon to Shopify for e-commerce sales.Differences in customer acquisition strategies between Amazon and Shopify.Importance of building an email list for customer engagement and retention.Utilizing Google Shopping for driving traffic to Shopify stores.Risks associated with relying solely on Amazon for sales.The significance of creating valuable content for SEO and customer trust.Exploring podcast advertising as a marketing channel.Strategies for establishing an online presence with a basic Shopify store.The role of Shopify Collective in expanding product offerings through collaboration.Emphasizing a long-term mindset and experimentation in e-commerce success.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Kurt Elster, a seasoned Shopify expert and host of the Unofficial Shopify Podcast. Kurt shares his journey from retail arbitrage to becoming a Shopify specialist, offering valuable insights for Amazon brands transitioning to Shopify. Key strategies discussed include the importance of email marketing, leveraging Google Shopping, and utilizing podcast advertising to drive traffic. Kurt emphasizes the need for a long-term approach, focusing on content creation and customer engagement to build a successful Shopify store. This episode is a must-listen for business owners aiming to scale their e-commerce operations.Here are the 3 action items that Josh identified from this episode:1. Secure Your Brand’s Digital Presence Early - Reserve your domain and variations as soon as you file for a trademark to prevent future challenges in securing your desired online identity. This simple step avoids costly setbacks and protects your brand's online presence from the start.2. Prioritize Consistent Traffic Generation - Transitioning to Shopify means proactively attracting customers. Focus on creating a robust traffic generation strategy, leveraging a combination of paid ads, SEO, and Google Shopping listings to draw in visitors and increase sales.3. Build and Engage Your Audience Through Email Marketing - Begin growing your email list early, as this channel is vital for nurturing customer relationships and boosting repeat sales. Set up automated emails like welcome sequences and cart abandonment reminders, and prioritize plain-text formats for a personal touch.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comeBayWordPressFulfilled by AmazonMeta AdsGoogle ShoppingiHeartMedia/iHeartRadioTikTok AdsChatGPTKlaviyoBeehiivGoogle Merchant CenterData Feed WatchShopify CollectiveGoogle Shopping IntegrationHow to Shoot Video That Doesn't SuckThe Unofficial Shopify PodcastHooniganAether CycleWalmart MarketplaceHarley FinkelsteinSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorThis episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures.&n...

Neil Twa, Neil has 18 years of selling, coaching and mentoring, 10+ years on Amazon using Fulfilled By Amazon (FBA) with private label brands. He’s been operating as an entrepreneur and business owner since 2007. Today he has served over 1000+ people during his coaching and consulting career, and currently supports over 200 clients in their Voltage Holdings organization which owns software, private label brands, a coaching and mentoring for beginners to advanced sellers doing more than $10M a year on Amazon FBA called Voltage Business Builders. They focus on creating business owners who scale using our company as an incubator. Highlight Bullets> Here’s a glimpse of what you would learn…. Concept of an incubator model for Amazon FBA and e-commerce brandsComparison of incubator model versus aggregator model in e-commerceImportance of understanding business fundamentals for entrepreneursCriteria for selecting clients in the incubator programStrategies for scaling businesses to eight figures and beyondEmphasis on profitability and financial metrics in business operationsInventory management and its role in meeting market demandAdapting to changes in Amazon's ecosystem and algorithmImportance of optimizing product listings and understanding customer intentMindset shifts necessary for entrepreneurial growth and successIn this episode of the Ecomm Breakthrough Podcast, host Josh Hadley welcomes Neil Twa, founder of Voltage Business Builders, to discuss advanced strategies for scaling e-commerce businesses, particularly through an incubator model tailored for Amazon FBA brands. Neil, leveraging over a decade of experience, shares insights into his unique incubator approach, which contrasts with the traditional aggregator model. Key takeaways include the importance of focusing on profitability, optimizing inventory management, and understanding Amazon's evolving ecosystem. Neil emphasizes the need for a coachable mindset and strategic product positioning to achieve sustainable growth and scale to eight figures and beyond.Here are the 3 action items that Josh identified from this episode:1. Implement a Product Audit with the “Greenlight Process”: Regularly categorize products by their profit potential—whether they have high growth potential, need improvement, or should be removed—to streamline inventory and enhance profitability.2. Optimize Listings for Algorithm Visibility: Ensure product listings include high-quality images and clear, concise descriptions. Avoid keyword stuffing, and instead focus on relevant keywords that align with customer intent to improve rankings on Amazon’s evolving search algorithm.3. Make Data-Driven Inventory and Capitalization Decisions: Use metrics like unit ROI and sales velocity to plan inventory levels and optimize capitalization. Maintaining optimal stock is crucial for sustaining visibility and capturing market share within Amazon’s A9 algorithm.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comThe High Voltage Business BuildersPatriot Growth Capital on LinkedInA9 AlgorithmCosmoShopifyChatGPTGrokThe BibleGood to Great by Jim Collins on AmazonSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorSponsor for this episode...This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started my business in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then email me at josh@ecommbreakthrough.com and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audit at no cost!Transcript AreaJosh Hadley 00:00:00  Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Michael Gerber, author of The E-myth, and Adam Heist. Today I'm speaking with Neil Toys of Voltage Business Builders, and with over a decade of experience selling in the Amazon FBA space, we are going to be talking about the specific levers and strategies you're going to need to employ in order to turn it into an omnichannel business and scale to eight figures and beyond. This episode is...

Mark De Grasse, the former president of DigitalMarketer and founder of the AI Branding Academy, shares his insights on e-commerce branding. He discusses the critical shift from product-centric to brand-centric strategies and the pivotal role of AI in marketing. Mark emphasizes the importance of storytelling in creating a strong brand identity and practical AI applications for enhancing marketing. He also highlights the necessity of high-quality content to engage customers and build brand loyalty in a competitive landscape.

Stanley Ference, a leading patent attorney from Pittsburgh, shares his expertise on combating online counterfeiting and protecting e-commerce businesses. He discusses the emotional and financial toll of counterfeiting and highlights legal strategies for brand owners. Ference emphasizes the importance of a robust intellectual property strategy and provides insights on the legal avenues available for sellers facing infringement. He also addresses the challenges of review hijacking and advocates for proactive IP enforcement to safeguard brands.

Matt Kostan, CEO of ProductPinion, is a serial entrepreneur with over a decade of experience scaling seven-figure brands. In this talk, he shares innovative strategies for boosting Amazon sales, including the "million-dollar image hack" for product imagery. He introduces an AI tool called "Variations" designed to optimize listings based on consumer feedback. The conversation also delves into the importance of engaging media for brand visibility and utilizing effective A/B testing to stand out in a competitive marketplace.

Christyne Gray is a distinguished accountant, inventory planning expert, cash flow efficiency coach, certified tax specialist, and the visionary founder of She Profits Now. With a career spanning over 25 years, she has been a serial entrepreneur focusing on the retail industry since her college days. She has dedicated her career to helping high-achieving retail industry entrepreneurs create profitable and impactful businesses through her Financially Fabulous Coaching Program and her extensive experience in financial directorship and leadership.Highlight Bullets> Here’s a glimpse of what you would learn…. Importance of a profitability-focused mindset for e-commerce entrepreneurs.Overview of the "infinite financial loop" framework for financial management.Analyzing past sales metrics to identify strengths and areas for improvement.Recognizing opportunities and gaps in performance to inform strategic decisions.Planning for future profitability through actionable goal setting.Significance of effective inventory management and its impact on cash flow.Continuous evaluation and adjustment of financial strategies as businesses evolve.Creative approaches to financial management to engage entrepreneurs.Key financial metrics to monitor for better decision-making.Strategies for categorizing expenses to identify potential cost savings.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Christyne Gray, founder of She Profits Now, to discuss an "infinite financial loop" designed to boost e-commerce profitability. Christyne shares her expertise in accounting, inventory planning, and cash flow efficiency, emphasizing the importance of a profitability-focused mindset. Key takeaways include the 40-20-40 cash flow management rule, strategic inventory control, and the necessity of regular financial assessments. By following Christine's actionable steps, entrepreneurs can better manage their financials, optimize spending, and drive their businesses toward sustainable growth and higher profitability.Here are the 3 action items that Josh identified from this episode:Regular Financial Reviews & Profitability FocusSchedule consistent financial reviews to monitor your business's financial health and embrace a profitability-focused mindset. Invest in financial education to better understand key metrics and use that knowledge to make informed decisions that drive long-term sustainability.Strategic Sales & Inventory AnalysisContinuously analyze your sales and inventory metrics. Use customer segmentation and tools like Google Analytics to track performance. Apply the 40-20-40 rule for inventory pricing: 40% to cover cost, 20% for profit, and 40% for expenses to maintain balanced cash flow.Goal Setting & Continuous OptimizationImplement a SMART goal-setting process to plan for growth based on your sales data and inventory insights. Treat financial management as a continuous loop, revisiting and adjusting strategies regularly to stay adaptable and responsive to market conditions.Resources mentioned in this episode:She Profits NowAtomic HabitsChatGPT (Pro Version)Special Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorSponsor for this episode...This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.Transcript AreaJosh Hadley 00:00:00  Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Aaron Cordova's and Michael E Gerber, author of the E-myth. Today I am speaking with Christyne Gray. She is the founder of She Profits Now and today we are going to be talking about an infinite financial loop to make your business more profitable. This episode is brought to you by Ecomm Breakthrough, where I specialize in investing in and scaling seven figure e-commerce companies to eight figures and beyond. If you're an ambitious e-commerce entrepreneur looking for a partner who can help take your business to the next level, my team and I bring hands on experience, strategic insights, and the resources needed to fuel your growth. So if you or someone you know is ready to scale or looking for an investment partner, reach out to me directly at Josh at Ecomm Breakthrough dot com. That's e-comm with two M's. And then let's turn your dreams into re...

Art Koch, a globally recognized supply chain transformation expert, shares his extensive knowledge on improving business performance. He discusses the critical importance of supply chain efficiency and the hidden dangers of excessive inventory, describing it as a depreciating asset. Koch introduces 'Art's Law,' revealing how 1% of sales can create 50% of complexity. He also emphasizes the roles of data integrity and supplier relationships in refining inventory practices and advocates for a culture of continuous improvement to drive operational excellence.