Chad Massure is the Founder and CEO of Rosy Soil, a company creating peat-free, carbon-negative potting soils designed to nurture both plants and the planet. He grew up gardening with his grandmother, a background that sparked his passion for sustainable horticulture and inspired him to reimagine what soil could be. Before founding Rosy Soil in 2022, he worked in the impact and food space, helping build ventures focused on sustainable food access and social good. Since then, Chad has guided the brand from a small startup to a rapidly scaling company while maintaining a strong commitment to research, innovation, and environmental stewardship.

The rapid expansion of online and offline channels can create confusion around where to focus, especially when early retail opportunities reshape expectations and timelines. Brands often face challenges balancing product readiness, packaging clarity, and consistent pricing while simultaneously building demand across DTC, Amazon, and brick-and-mortar shelves. How do you maintain momentum while keeping every channel aligned?

For Chad Massura, an expert in omnichannel growth, success lies in prioritizing strong packaging fundamentals to ensure performance across retail, Amazon, and DTC. He highlights the importance of launching Amazon earlier to capture high-intent demand, maintaining pricing consistency across partners, and leveraging retail presence to amplify awareness in other channels. Chad also encourages brands to embrace cross-channel customer behavior rather than resist it, noting how shoppers move naturally between retail, Amazon, and DTC.

In this episode of the Minds of Ecommerce, Raphael Paulin-Daigle interviews Chad Massura, Founder and CEO of Rosy Soil, about building an omnichannel brand from day one. Chad discusses how early retail adoption shaped his team's go-to-market strategy, the value of packaging optimization, launching at the right time on Amazon, and navigating cross-channel customer behavior.

Nicky Cutler is the B2B Marketing Manager at Goorin Bros., a premium hat and apparel company known for its cult-favorite line of trucker hats featuring embroidered animal patches. A seasoned marketer, Nicky led Goorin's to over $1 million in affiliate revenue in two years by building and scaling Goorin's ambassador and influencer programs. He previously worked across sales and retail leadership at Goorin and also launched his fashion brand earlier in his career. Blending brand building, community storytelling, and retail insight, he's become known for driving culture-first marketing strategies that resonate in the fashion world.

Many brands try to launch ambassador programs only to discover that discount-driven strategies attract the wrong participants, fail to generate new customers, and create tension among community members. With rising competition for attention and the growing need for authentic social proof, the challenge becomes clear — how do you build an ambassador engine that converts, sustains engagement, and avoids turning into a chaotic or unprofitable program?

For Nicky Cutler, a specialist in B2B marketing and community-driven brand building, success lies in leaning into genuine customer enthusiasm rather than follower counts. Nicky shares how he initially tapped into an eager fan base, leveraged referral codes, and later recognized pitfalls such as repeat purchasers misusing discounts and ambassadors competing against one another. He outlines practical strategies for structuring guidelines, limiting code usage, and transitioning toward a reward-based system that motivates creators through exclusive products and achievable milestones. Nicky's approach prioritizes testing multiple program designs and focusing on authentic customers who truly represent the brand.

In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews Nicky Cutler, B2B Marketing Manager at Goorin Bros., about building a high-converting ambassador program through relatable content. Nicky discusses the power of fan-led recruiting, the risks of discount dependency, and why reward-based content systems uncover authentic creators. He also explores program design, community management, and strategies for long-term scalability.

Cherie Hoeger is the Co-Founder and CEO of Saalt, a woman-owned period care brand known for its sustainable, reusable cups, discs, and leakproof underwear. With expertise in leveraging education-driven customer engagement and innovative sales channels, Cherie has led the company to become the #1 period care brand on TikTok Shop. Before Saalt, she worked as a technical writer for over a decade and launched multiple ecommerce ventures. As a social entrepreneur, she has steered Saalt's mission to donate tens of thousands of cups and underwear globally to fight period poverty.

Turning prospects into buyers is a challenge for many ecommerce brands — especially for products that need extra explanation before customers commit. How can brands build trust quickly and address FAQs in real time? Learn how a sustainable period care company engaged both loyal fans and first-time shoppers by employing live events. What strategies, team dynamics, and content secrets contributed to its rapid increase in sales?

Cherie Hoeger, an expert in sustainable period care products and live social selling, illustrates how live commerce can cut long buying journeys from months to minutes. Cherie shares how her team at Saalt used TikTok LIVE sessions to answer questions on the spot, educate new audiences, and drive over $100,000 in sales in just 90 days. She delves into the ideal product price point for success, how to find and train team members to host live events, and why pairing hero products into a branded routine increases customer lifetime value.

In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews Cherie Hoeger, Co-founder and CEO of Saalt, about leveraging TikTok LIVE selling to fuel rapid ecommerce growth. Cherie discusses gathering customer feedback during live sessions, how to combine daily organic content with live events, and strategies for creating complementary products that boost average order value and build long-term brand loyalty.

Michael Houlihan was the Co‑founder, President, and CEO of Barefoot Wine, an iconic brand that he and his partner Bonnie Harvey launched in a laundry room in 1986 with no money and no knowledge of the wine industry, and built one of the top wine brands in the US and in 28 countries. It was eventually acquired by E. & J. Gallo. A renowned writer, speaker, and consultant, Michael co-authored the New York Times best-selling book The Barefoot Spirit: How Hardship, Hustle, and Heart Built America's #1 Wine Brand. He currently divides his time between mentoring entrepreneurs and working on media projects, including Business Audio Theatre.

Many businesses face the challenge of building awareness without massive advertising budgets. How do you create genuine customer loyalty when traditional advertising channels are out of reach? Learn how one entrepreneur transformed an unknown product into one of America's most beloved brands using unconventional marketing strategies.

Michael Houlihan, marketing innovator, built brand awareness by leveraging what he calls "worthy-cause marketing." Instead of relying on big ad budgets, he donated wine to community fundraisers, giving people a social reason to choose his product over competitors and building loyalty in the process. This targeted approach created advocates, not just customers, as people felt emotionally connected to the brand's support of causes they cared about. Michael explains how this method isn't just a badge of charity for public image, but a strategic way to leverage existing networks and communication channels within communities. He also details how to apply the same principles to ecommerce businesses by aligning with organizations whose members are likely customers, which creates a scalable and loyal fanbase.

In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews Michael Houlihan, Co-founder of Barefoot Wine and Business Audio Theater, about how unorthodox marketing can scale a brand. Michael discusses the origins of "worthy-cause marketing," how to scale the approach from startup to enterprise, and why businesses should focus on building advocates rather than customers. He also discusses how to choose nonprofits strategically and lessons learned from scaling and selling his company.

Aaron Zagha is the Chief Marketing Officer at Newton Baby, a company specializing in innovative, science-backed sleep products for babies and families. With a professional background in corporate finance and a data-driven marketing approach, Aaron oversees the brand's marketing strategy, branding, and growth. He previously led international ecommerce operations for Teleflora. Under his leadership, Newton Baby collected over two million pounds of ocean-bound plastic and grew the brand through impactful influencer marketing.

Influencer marketing is one of the fastest-growing channels for ecommerce brands, but too often it leaves marketers questioning what truly drives results. Should success be measured by likes, reach, or sales? And how can companies ensure their investments in creators generate sustainable growth instead of vanity metrics?

According to Aaron Zagha, a seasoned marketing leader with a background in finance and analytics, the answer lies in tracking every possible data point and treating influencer marketing like a performance channel. He highlights the use of unique codes, post-purchase surveys, and custom signups to attribute revenue back to specific creators. This level of tracking ensures brands can identify which partnerships drive actual conversions and which don't. Aaron also stresses the importance of frequency aligned with customer journeys, diversifying influencer portfolios, and vetting for brand safety. These practices not only optimize budgets but also protect credibility and drive long-term results.

In this episode of the Minds of Ecommerce, Raphael Paulin-Daigle interviews Aaron Zagha, CMO at Newton, about building measurable and scalable influencer marketing programs. Aaron shares why tracking attribution is critical, how to balance micro and macro creators, and the role of frequency in customer journeys. He also explores agency partnerships, brand safety vetting, and why credibility outshines influencer categories.

Wade Brown is the Vice President of Marketing at cbdMD, a publicly traded company known for its CBD and cannabis product lines. He is a seasoned executive with expertise across ecommerce, B2B and B2C channels, digital advertising, and strategic partnerships. Wade has led marketing for restricted product categories, including CBD, THC beverages, firearms, and tactical gear, with leadership roles at SupplyKick, Inc Authority, NatureWise, among others. At cbdMD, he drives customer acquisition and creative ad strategies, spearheading the launch of the Herbal Oasis infused beverage line and securing distribution with major retailers like Total Wine.

When the usual ad channels become crowded, expensive, or off-limits, many brands can get stuck with limited growth options. For companies in restricted categories, the challenge is even greater: How do you reach high-quality customers while staying compliant and profitable? Could a lesser-known platform like AppLovin be the untapped opportunity these brands need?

According to Wade Brown, a seasoned marketing leader with deep expertise in restricted product categories, AppLovin has become one of the most reliable top-of-funnel acquisition channels. He highlights that the platform delivers trackable, high-quality traffic, often outperforming Meta and TikTok. The key, Wade explains, is repurposing proven creatives like UGC videos while also testing interactive HTML ads that offer richer engagement. By treating AppLovin as a funnel starter rather than expecting immediate conversions, brands can nurture audiences more effectively and expand reach into new markets. This strategic approach helps restricted brands capture authentic traffic and build sustainable campaigns.

In this episode of the Minds of Ecommerce, Raphael Paulin-Daigle interviews Wade Brown, VP of Marketing at cbdMD, about how AppLovin helps restricted brands scale customer acquisition. Wade discusses the advantages of HTML ads, how to repurpose winning creatives, and the importance of patience in testing. He also shares insights into funnel measurement, traffic quality, and common mistakes marketers make when evaluating new platforms.

Hassan Alireza is the Founder and CEO of The Daily Crave, a California-based snack company that crafts better‑for‑you, non‑GMO, wholesome snacks sold worldwide. He launched the business in May 2012 with Veggie Chips and Sticks, which quickly gained traction in national retail chains. Under his leadership, the brand has expanded its lineup to include award-winning quinoa chips and, more recently, Crunchy Fries To-Go, which are made from high-quality non-GMO potatoes and are both gluten-free and kosher. Hassan's vision focuses on delivering snacks that are delicious, crunchy, flavorful, and made with clean ingredients that offer nutritional value.

Many brands assume that direct-to-consumer sales is the only way to scale in today's digital-first marketplace. But can leaning too heavily on DTC actually weaken your growth and profitability? Could retail partnerships and smart channel strategy be the real key to building a sustainable brand?

According to Hassan Alireza, a retail and food distribution veteran, retail has always been the most reliable engine for long-term growth. He highlights that snacks are expensive to ship directly, often eroding margins and forcing smaller brands to burn cash. By leveraging established distributors and platforms like Amazon Vendor Central, he maintains efficiency and avoids costly logistics pitfalls. The result is steady expansion without sacrificing financial health. He emphasizes that scaling should be about playing to your strengths, using ecommerce as a marketing tool, and protecting profitability through balancing channel strategies.

In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews Hassan Alireza, Founder and CEO of The Daily Crave, about why retail still wins over DTC. They discuss the challenges of shipping snacks directly to consumers, the importance of leveraging Amazon without losing control of pricing, and how innovative product launches help attract new customers. Hassan also shares insights on relaunching with Amazon Seller Central and other fresh marketing strategies.

Raphael Paulin-Daigle is the Founder and CEO of SplitBase, a conversion optimization agency specializing in luxury, lifestyle, and fashion ecommerce brands. Since 2015, he has helped companies like Dr. Squatch, Hyperice, Amika, Kiehl's, NYX Cosmetics, and YSL Beauty generate millions in additional revenue while preserving brand integrity. Known for creating the 3P's methodology and the Testing Trifecta, Raphael combines analytics, qualitative research, and A/B testing to align growth with brand value. A TEDx speaker and the host of the Minds of Ecommerce podcast, he shares strategies that challenge traditional CRO best practices and fuel sustainable growth.

Ecommerce brands often face a tough dilemma: Increase conversions quickly or protect brand equity for the long term. Traditional CRO tactics, such as countdown timers, fake scarcity, and aggressive pop-ups, may drive short-term sales but can erode trust and tarnish a premium brand. How can companies grow revenue without sacrificing their identity and customer perception?

Raphael Paulin-Daigle, a conversion optimization expert, shares his 3P's methodology — Patterns, Perception, and Proof — as a framework for driving growth while strengthening brand value. Raphael explains how to analyze behavioral and voice patterns, build trust through clear positioning and compelling narratives, and validate strategies through smart testing. By approaching optimization holistically, he shows how brands can increase conversions and revenue while maintaining the premium appeal their customers expect.

In this episode of Minds of Ecommerce, Raphael Paulin-Daigle, Founder and CEO of SplitBase, breaks down how to scale conversions without weakening brand equity. Raphael discusses the flaws of traditional CRO tactics, why positioning and trust drive long-term growth and the importance of testing offers, pathways, and customer experiences. He also shares a case study on Hyperice's $900K monthly revenue increase while preserving brand integrity.