Celia Mulderrig is the VP of Ecommerce at NakedCashmere, where she leads a team of five employees and agencies to drive double-digital revenue growth year-over-year. Under her leadership, NakedCashmere experienced a 50% growth in new customers. Celia has 15 years of leadership experience in ecommerce, digital and growth marketing, and scaling DTC brands in Asia, Europe, and North America.

In a highly seasonal and competitive market, balancing brand awareness with performance marketing is critical, especially for startups. How can brands leverage seasonal sales events like Black Friday to boost visibility and long-term growth?

After years of navigating challenges in ecommerce, marketing maven Celia Mulderrig discovered the importance of strategic planning and customer-centric tactics. By aligning promotional efforts with product seasonality and employing early acquisition strategies, you can mitigate rising advertising costs during peak periods. Celia also recommends utilizing hyper-segmentation, live streaming, and AI-driven personalization to enhance customer engagement and drive sales without relying solely on heavy discounts.

In this episode of Ecom Experiences, Celia Mulderrig, the VP of Ecommerce at NakedCashmere, joins Samir Balwani to discuss building brand awareness during key seasonal events. She shares how NakedCashmere justifies its brand awareness spend, how to manage marketing resources effectively, and how NakedCashmere has positioned itself as a leader in its industry.

Anne Steeves is the Senior Director of Brand Marketing at Welly Health PBC, a wellness brand producing bandages, ointments, and other first-aid essentials. She played a significant role in scaling the brand from premarket to acquisition. With experience in nonprofits, for-profits, and startups, Anne built a $10 million ecommerce business from scratch.

In a competitive digital space where legacy brands dominate the market, it’s not enough for startups to launch their products on DTC sites. How can you diversify your channel investments to build brand and product awareness?

After many attempts to gain brand awareness for a wellness brand on a DTC platform, brand growth expert Anne Steeves recognized the challenge of generating traffic from scratch and ultimately sunsetted the brand’s DTC site. Adopting an omnichannel approach allows brands to leverage built-in traffic from retail partners like Amazon, Walmart, or Target. Rather than selling products on a DTC site, you can use it to generate promotional content directing consumers to your retail sites. Partnering with retail channels also allows you to convey your message and build a community of loyal supporters.

In this episode of Ecom Experiences, Anne Steeves, the Senior Director of Brand Marketing at Welly Health PBC, joins Samir Balwani to discuss building brand awareness through omnichannel selling. Anne explains how to generate excitement from customers, how to position your products, and how Welly achieved explosive growth by pivoting from DTC to omnichannel ecommerce.

Kevin Shields is the Senior Growth Marketing Manager and Acquisition Lead at Atlas Coffee Club, a DTC brand delivering fine, freshly roasted coffee. As a DTC ecommerce growth marketer, he has experience in paid social and search, CRO, email, and SMS. Kevin has worked with notable brands, including Harper Collins Publishing, Wedderspoon, Authentic Empire Music Group, and FarmersCart.

When launching products in a mainstream category like coffee, it can be challenging to differentiate your brand from thousands of others. How can you educate consumers about your brand’s uniqueness?

Growth and acquisitions marketer Kevin Shields manages strategic channel investments for a luxury coffee brand. He emphasizes testing native ads and creative campaigns on various channels to identify opportunities and assess data results. You can also launch innovative, brand-exclusive products on multiple channels to reach and educate diverse audience groups. This strategic expansion allows you to maintain growth and profitability.

In today’s episode of Ecom Experiences, Samir Balwani invites Kevin Shields, the Senior Growth Marketing Manager and Acquisition Lead at Atlas Coffee Club, to talk about paid acquisition strategies for growth. Kevin shares advice for new marketing leaders during their first 90 days, how he measures high-performing creative campaigns, and a day in his life as a paid acquisitions lead.