Threading The Needle

In this episode of the Ecommerce Playbook Podcast, we’re diving into influencer marketing and seeding—a foundational strategy that often gets overlooked in the rush to optimize ad accounts. This episode is a prelude to our new Sharpen Your Skills episode dropping tomorrow (Season 2, Episode 3) - which covers this even more in depth!Key Topics Covered:- The Influencer Foundation – Why influencer marketing was my starting point in marketing and why it still matters today.- Beyond Paid Media – How influencer-driven distribution impacts brand growth beyond just running ads.- Seeding Strategies – The importance of getting products in the right hands and how top brands execute seeding effectively.- Influencers as Growth Levers – Why influencer relationships, not just transactions, drive sustainable demand.- Rethinking Brand & Distribution – How the best-performing brands integrate influencers into their broader marketing strategy.If you’re relying too much on paid media and want to unlock new growth levers, thi

This episode isn’t just about a viral Tecovas ad—it’s about the bigger picture of authentic marketing. We sit down with Krista Dalton, CMO of Tecovas, to break down the full story behind their marketing success.From understanding the customer to building the right product, finding the ideal distribution channels, and crafting memorable ads—this episode dives into how great marketing is built from the ground up.We cover:-How deeply understanding your customer and product can unlock new marketw-Why the best campaigns don’t always rely on direct response—they can thrive by tapping into identity-The strategy behind Tecovas’ marketing success and what it reveals about growth marketing and TAMKrista Dalton shows us how authentic marketing extends from a brand identity, to the final ad unit. Don’t miss this one. Show Notes:-Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.-Explore the PROPHIT System: prophitsystem.com-The Ecommerce Playbook mailbag is open — email us at podcast@

Ever wondered what would happen if you ranked every employee in your company? We did exactly that—and the results were eye-opening.In this episode of the Podcast, we dive deep into the Key Employee Index, our custom-built employee scorecard that tracks performance, impact, and cultural fit at Common Thread Collective. Our VP of Employee Development & Performance, Dane Sanders, breaks down:Why we created an employee ranking systemHow we objectively and subjectively score employeesThe unexpected impact on team morale and company cultureHow this scorecard helps us retain top talent and improve performanceSome people think ranking employees is ruthless—but we’ve found that clarity creates opportunity. By measuring who’s truly driving results, we’re able to develop, reward, and support our best employees while creating an elite, high-performance culture.Watch to see how this scorecard transformed our business—and why you might want to try it in yours.Show Notes:Talk to an expert and see SARAL in action - https

If your paid media feels less effective than ever, your measurement system might be the real problem. Many 8-9 figure ecommerce brands are unknowingly starving their own growth because they’re looking at the wrong data. As brands expand beyond DTC into Amazon, retail, and omnichannel marketing, traditional metrics like MER and ncROAS no longer tell the full story.In this episode, we break down the biggest measurement mistakes that are causing brands to pull back on ad spend too soon, leading to stalled growth and missed opportunities. If you want to know how to properly assess the efficiency of your ads—and stop making costly decisions based on incomplete or misleading data—this is a must-watch.What You’ll Learn in This Episode:Why your reported ad efficiency is lower than reality (and what to do about it)The hidden impact of Meta & YouTube ads on Amazon & retail salesHow to assess incrementality instead of just relying on platform-reported ROASThe #1 measurement mistake brands make when scaling to 8-

DTC Twitter lost it over this Tecovas ad—but was the outrage justified? In this episode, we break down the viral controversy sparked by Taylor Holiday’s tweet, why so many misunderstood the ad’s real impact, and what it reveals about the future of growth marketing.Was this ad truly a “bad” direct response play, or was it actually a genius move that expanded Tecovas’ audience and drove real sales? We dive into the strategy behind the ad, the power of product innovation, and why growth marketing is about way more than just ad formats.Watch to learn: Why Taylor Holiday’s Tecovas tweet stirred up DTC Twitter The real definition of growth marketing (hint: it’s NOT just ads) How Tecovas’ approach sold out a product despite the criticism What ecommerce brands can learn from this controversyShow Notes: Access Postscript: https://bit.ly/4h2v0Lb Tweet: https://x.com/TaylorHoliday/status/1890505039074009295 Explore Compass: adcompass.ai The Ecommerce Playbook mailbag is open — email us at podcast@commonthrea

AI is rapidly changing the ecommerce landscape, automating tasks once handled by humans and raising the question—are ecommerce jobs at risk? In this episode, we dive deep into the future of AI in ecommerce, breaking down how AI is transforming everything from inventory management to ad buying, and whether human expertise can still compete. Will AI completely replace ecommerce jobs? What skills will still be valuable in an AI-driven world? How can brands use AI to their advantage instead of fearing it?Join us as we explore the pros, cons, and potential future of AI in ecommerce. Is this the end of human-led ecommerce, or just the beginning of a new era?Show Notes: Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation. Explore Compass: adcompass.ai The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Most ecommerce brands are bleeding cash without even realizing it. Margins are shrinking, competition is fiercer than ever, and the game has changed. But there’s one secret weapon that can turn the tide: accountants who understand marketing.In this video, we break down why financial professionals need to step across the bridge and integrate marketing insights into their strategy. If you’re an accountant, CFO, or financial consultant, this is your COVID moment—a once-in-a-lifetime opportunity to redefine your value and stand out in the industry.What You’ll Learn: Why ecommerce brands are struggling with unprofitable growth How accountants can bridge the gap between finance & marketing The biggest financial mistakes ecommerce businesses are making Why understanding ad spend & customer acquisition costs is crucial How we used this strategy to 3X our growth while others struggledDon’t be another black-and-white cow in a crowded field. Be the Purple Accountant.Podcast in collaboration with A2X:

The last few years have been brutal for DTC brands. From the COVID boom to the Ozempic era, skyrocketing acquisition costs, vanishing venture capital, and economic shifts have crushed many ecommerce businesses. But here’s the twist—2025 could be the best year in DTC history.In this video, we break down the evolution of DTC brands, why so many have struggled, and the key strategies that will separate the winners from the losers.  We share real data, case studies, and the exact playbook top brands are using to not just survive—but thrive—in this new era.What you’ll learn: The rise and fall of DTC (and what caused it) Why traditional growth strategies no longer work The new playbook for profitability and sustainability How smart brands are reinventing acquisition, cash flow, and product strategy Why 2025 will mark the beginning of a massive DTC comebackIf you’re running an ecommerce brand or looking to scale in 2025, this is a must-watch. The game has changed—are you ready to adapt?Show Notes: Access Postscr

Struggling to connect your creative strategy with financial planning? Meet Compass, the tool that automates and streamlines ad creative planning like never before. In this episode, we break down how Compass revolutionizes the way brands develop, manage, and scale their creative assets—seamlessly integrating with your media and financial strategy. In this episode, you’ll learn:How Compass connects creative strategy to financial planningThe step-by-step workflow of building a data-driven media planHow AI helps automate creative ideation, audience targeting & campaign executionWhy meta’s latest ad updates demand more creative—and how Compass solves thisHow to plan, generate, and launch 300+ ads with efficiencyWant to start using Compass for your brand?Visitadcompass.ai to learn more and get started.Show Notes:Talk to an expert and see SARAL in action -https://bit.ly/4gN6NboExplore Compass:adcompass.aiThe Ecommerce Playbook mailbag is open — email us atpodcast@commonthreadco.com to ask us any questions you mi

Struggling to scale your ecommerce ads? Spending too much time guessing what works? MeetCompass – the creative operating system designed to take the guesswork out of ad strategy!WithCompass, you’ll get:Data-Driven Ad Planning – Know exactly how many ads you need each monthAI-Powered Creative Insights – Discover winning audience, offer, and angle combinationsSeamless Integration with Your Financial Plan – Align your creative efforts with your business goalsSmarter, Faster Ad Execution – Say goodbye to endless iterations and wasted ad spendWatch as we break down howCompass revolutionizes creative strategy and helps brands maximize ad performance with AI-driven insights.Show Notes:Go tohttps://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.Explore the PROPHIT System: profitsystem.comThe Ecommerce Playbook mailbag is open — email us atpodcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Margins are shrinking, debt is rising, and ecommerce brands are feeling the squeeze. In this episode of the Podcast, we dive deep into the financial realities facing DTC brands in 2025. Is the ecommerce game still worth playing? Or has the landscape shifted in ways that make profitability harder than ever? Joining Taylor are Lio from Finaloop and Drew from Iris Finance, two of the sharpest financial minds in the space, to break down the data, trends, and what it means for your business. We’ll cover: The latest financial benchmarks for 8-figure brands Why revenue is up, but profitability is down How rising debt levels are impacting growth The path forward for brands trying to survive and thrive Practical strategies to protect your margins and improve cash flow If you’re running an ecommerce business, this is a must-watch. Don’t let the market catch you off guard—stay ahead of the curve. Show Notes: Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.

Ecommerce is facing major challenges in 2025—rising ad costs, AI disruptions, and now, new tariffs. If you’re running a brand, you need to know what’s coming and how to adapt before it’s too late. In this episode of the Ecommerce Playbook Podcast, we break down: The biggest threats to e-commerce right now How AI is reshaping the workforce and business costs Why traditional marketing strategies are failing The key moves you need to make to stay profitable Don’t get left behind—watch now to future-proof your business! Show Notes: Check out Motion’s Creative Trends 2025: motionapp.com/creative-trends Antifragile Scorecard: https://commonthreadco.com/blogs/coachs-corner/antifragile-ecommerce Get our Prophit System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.co

2024 was all about getting the fundamentals right—fixing tracking, managing costs, and ensuring brands could survive in a tough market. But 2025? It’s time to WIN. In this episode, we break down the strategy behind breaking the model—moving beyond predictable growth and pushing into new frontiers of scale. Luke Austin, VP of Ecommerce Strategy at Common Thread Collective, shares insights from real brands that are outpacing their forecasts by leveraging high-impact marketing initiatives, influencer collaborations, and product launches. If you’re ready to stop playing defense and start scaling aggressively, this episode is for you. Want help implementing this strategy? Visit commonthreadco.com and smash that “Hire Us” button. Show Notes: Check out Motion’s Creative Trends 2025: motionapp.com/creative-trends Get our Prophit System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.co

Are you really measuring your ads the right way? In this episode we dive deep into the world of incrementality testing—what it is, why it’s so important, and why most brands struggle to operationalize it effectively. We break down the biggest mistakes marketers make when it comes to ad measurement and how to avoid them. Learn the secrets to building a consistent testing system, understanding your ad performance, and driving better results for your business. Key topics covered: What is incrementality testing? Why it’s so hard to apply test results consistently How to turn data into actionable insights The tools and frameworks to operationalize your findings If you want to stop guessing and start making data-driven decisions, this episode is a must-watch. Show Notes: Check out Motion’s Creative Trends 2025: motionapp.com/creative-trends Get our Prophit System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.co

In this episode, we take an in-depth look at the incredible growth story of Born Primitive, the ecommerce brand that has redefined what it takes to succeed in today’s competitive marketplace. Founder Bear Handlon shares how the company went from selling a single product out of a garage to becoming a multimillion-dollar powerhouse in apparel, fitness, and tactical gear. We break down the secrets to scaling big, including: Creating Unforgettable Products: How solving specific customer problems and staying close to the community led to innovative designs like the Savage One footwear and tactical apparel. Building a Brand with Purpose: The importance of authentic storytelling and living out values that resonate deeply with customers, from supporting veterans to launching campaigns with cultural impact. Executing Bold Campaigns: A behind-the-scenes look at some of Born Primitive’s most iconic campaigns, such as the Operation Overlord 80th Anniversary Savage One launch, and how it blended storytelling, produ

Discover the key to transforming your ad strategy with creator-driven content that delivers real results. In this episode, Richard and Adrianne reveal how brands can integrate high-quality creator content into their campaigns to maximize performance and ROI. We’ll break down: Why most ads fall flat and how to fix them. The importance of properly briefing creators for ad success. How to align your paid and organic teams for seamless content creation. A proven structure to create scroll-stopping, performance-driven videos. Tips for sourcing authentic creators that resonate with your target audience. The secret to scaling ad performance with data-driven creative strategies. If you’re ready to bridge the gap in your ad strategy and unlock the full potential of creator-driven content, this is the missing link you’ve been searching for! Show Notes: Access Postscript: https://bit.ly/4h2v0Lb Explore our Creator Content: https://commonthreadco.com/pages/contact The Ecommerce Playbook mail

Is TikTok on the verge of being banned in the United States? In this episode of the Podcast, we dive into the Supreme Court hearing that could determine TikTok’s future and its potential impact on the ecommerce industry. What does this mean for advertisers, brands, and creators who rely on TikTok as a platform? We’ll break down: The reasons behind the potential ban. How the decision could reshape ad budgets and content strategies. The platforms that might benefit if TikTok disappears. What ecommerce brands should do to prepare. Don’t miss this deep dive into one of the most critical conversations shaping digital marketing today. Whether you’re a TikTok user, advertiser, or just curious about what’s next, this episode is packed with insights you can’t afford to miss! Show Notes: Go to https://your.omnisend.com/CTC to 20% off your first 3 months with code CTC20. Explore the PROPHIT System: profitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco

Discover the step-by-step process behind CTC’s Prophit System, our proven method used to forecast millions in revenue for leading DTC brands.  In this video, we dive into the daily workflows, data integration techniques, and forecasting models that drive real results. From aligning 35+ critical business metrics to creating actionable insights for growth, this is the ultimate guide to building a scalable, data-driven operating system for your brand. Watch now to see how we optimize ad spend, improve ROAS, and achieve sustainable growth. Don’t forget to subscribe for more ecommerce insights! Show Notes: Explore the PROPHIT System: profitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Discover why product development is the ultimate growth engine for ecommerce brands in today’s competitive market. In this episode of the Podcast, we talk how creative, story-driven product development can fuel demand, elevate your brand, and revolutionize your marketing strategy. Learn how innovative ideas, like turning a baseball sliding mitt into a Christmas stocking, or creating custom braces for a soccer star, create buzz, drive engagement, and build lasting connections with customers. We’ll explore the power of aligning product, story, and cultural moments to maximize ROI—not just in sales but in brand credibility and customer loyalty. Key Takeaways: Why storytelling and product innovation are critical to long-term success Real-world examples of brands turning unique ideas into marketing wins How investing in product-driven marketing can supercharge your ad efficiency Show Notes: Talk to an expert and see SARAL in action - https://bit.ly/4gN6Nbo Explore the PROPHIT System: profitsyst

What separates the brands that thrive from the ones that struggle in 2025? It all comes down to one thing—strategy. In this video, we dive deep into the key elements that the most successful brands are mastering to dominate the ecommerce landscape this year. From crafting compelling brand stories to building cohesive marketing plans, we’ll show you how to connect your creative vision with measurable business outcomes. Winning in 2025 isn’t just about having a great product—it’s about creating a brand narrative that resonates deeply with your audience, shows up consistently across all channels, and drives demand like never before. You’ll also learn: Why most brands fail to tell a cohesive story and how to fix it The importance of aligning your marketing and financial plans Real-life examples of brands like Born Primitive and True Classic that are redefining success How to build a marketing calendar that saturates your audience with the right message Why marketing leadership is more critical than e