In this Checkout episode, we chat with Belinda Paul, the founder of RCYCL, the sustainability solution now featured in checkouts at THE ICONIC and Myer. Belinda reveals the unconventional moments that shaped her thinking, including a Mars Bar QR code that sparked a realisation about customer behaviour, and the time she joined THE ICONIC’s internal run club just to land a meeting. She shares her go-to platform (Shopify), the podcast that fuels her mindset (Chief Meta Chicks), and the biggest challenge still ahead: getting more retailers on board with RCYCL’s drop-in sustainability model. A sharp, honest look at what it really takes to scale purpose in the ecommerce world.

Check out our full-length interview with Belinda Paul here: https://shorturl.at/7O0Dk

This episode was brought to you by Deliver In Person + Klaviyo

About your guest:

Belinda is a passionate and creative brand, product and marketing professional with a track record of building trusted relationships across national and international stakeholders. Having successfully developed and launched products into major Australian retail marketplaces, she brings a unique blend of strategic thinking and hands-on execution to building branding strategies. With a strong focus on sustainability, Belinda is committed to driving long-term environmental impact through smarter product design, minimal waste practices and circular economy thinking. Turning ideas into shelf-ready products, Belinda leads everything from product development and branding, to campaign execution and commercial rollout.

About your host: 

Nathan Bush is the host of the Add To Cart podcast and a leading ecommerce transformation consultant. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn,

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