Dan Major is a Fractional CFO for DTC fashion, footwear, and beauty brands. Focused on scaling profitability by unlocking margin and freeing up cash for ads and stock.

In this WWYD episode, Dan walks through what he would do if he became the first serious CFO at a fast-growing DTC brand. He shares practical advice on fixing reporting, improving unit economics, finding hidden margin, and unlocking cash from inventory so brands can grow faster without losing control of profitability.

Hit PLAY to hear:

• The first thing a new CFO checks in a fast-growing DTC brand 👀
• Why your Shopify dashboard might be lying about profit
• The 3 margin numbers every eCommerce founder must understand 💸
• How one brand found 8 extra margin points without selling more
• When to reinvest profit into ads instead of taking it off the table 📈
• The hidden inventory mistake that could be trapping six figures of cash in your warehouse 📦

Key timestamps to dive straight in:

[05:17] Understanding Sales and Margins Discrepancies

[07:56] Managing finances in eCommerce

[13:03] Understanding Contribution Margin Basics

[16:57] Analyzing industry benchmarks and margins

[18:28] Analyzing Profit and Loss Statements

[22:46] Managing stock levels and cash flow

[24:28] Listen to Dan’s Top Tips!

Full episode notes here: https://ecmp.info/609

James Cowdale is the co-owner and marketing director at &Sons, a fashion BCorp brand selling vintage style clothing, primarily menswear. Founded in 2016 they now sell via their Shopify site, 2 stores in the UK, and wholesale, doing 8 figures in sale a year.

In this episode, James shares how &Sons has grown from an £80 Shopify store into an 8-figure brand by putting community at the heart of the business. He also reveals how the team navigated US tariffs, expanded into new markets, achieved B Corp certification, and why investing in people has been their biggest competitive advantage.

Hit PLAY to hear:

• 👥 How &Sons built an 8-figure brand by creating a thriving customer community
• 🌎 The smart strategy that helped them replace lost US sales with new international growth
• 🛍️ Why customer retreats can deliver a bigger ROI than another ad campaign
• 💬 The simple mindset shift that turns customers into passionate brand advocates
• 🌱 What it really took for &Sons to become a certified B Corp
• 🎉 How to turn a major business milestone into a powerful marketing opportunity

Key timestamps to dive straight in:

[04:37] Choosing Shopify for Online Sales

[09:14] Launching Australian Market Website

[12:49] Building a Community for Men

[16:47] Hosting events for marketing

[19:39] Achieving BCorp Certification

[22:31] Reflecting on 10 years in business

[24:15] Listen to James’s Top Tips!

Full episode notes here: https://ecmp.info/608

Jonatan Ehn is the Chief Commercial Officer at Asket, a fashion brand that doesn’t think of itself as a fashion brand. With the goal to liberate daily life from clutter and excess. Their men’s and womenswear rangers are sold via their Centra website, and stores in Stockholm & London, that also offer repairs and alterations. Founded in 2015, last year they did £15 million in sales.

In this episode, Jonatan shares how Asket has built a growing eCommerce business by staying true to its mission. He discusses balancing purpose with profit, navigating a major rebrand, and the performance marketing lessons every online retailer can learn from.

Hit PLAY to hear:

• 🚀 How Asket grew a £15M brand while encouraging customers to buy less
• 🎯 The biggest lesson from launching a rebrand, new website, and new store all at once
• 📉 Why your Meta ads can suddenly stop working—and how to turn them around
• 🧪 The one-change-at-a-time testing strategy that rebuilt Asket's marketing performance
• 🌱 How to balance purpose and profit without sacrificing business growth
• 💡 The brand discovery tactics helping Asket win customers in the UK, US, and beyond

Key timestamps to dive straight in:

[05:36] Independent Swedish clothing brand model

[08:15] Balancing business goals and ethics

[12:37] Rebranding and closing perception gap

[15:31] Updating brand visuals and identity

[18:22] Identifying marketing strategy issues

[22:38] Focusing on brand discovery strategy

[25:19] Listen to Jonatan’s Top Tips!

Full episode notes here: https://ecmp.info/607