In this episode of the E-commerce Evolution Podcast, host Brett Curry sits down with with award-winning entrepreneur Leah Garcia (https://www.linkedin.com/in/leah-garcia-592988/), founder of Nulastin (https://nulastin.com/).

Leah has a remarkable journey building a beauty brand with shocking retention numbers—80% blended returning revenue and 65% subscription-based customers. From her bootstrapped beginnings (going from zero to $17.5M before hiring her first employee!) to developing bio-designed elastin products that deliver real results, Leah unpacks the strategies that have made her company a standout success even in uncertain economic times.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters: 

(00:00) Introducing Leah Garcia 

(02:54) Nulastin’s Mission and Core Products

(07:19) How to Achieve High Retention Rates

(12:59) Removing Friction in the Shopping Experience

(19:33) Optimizing Subscription Models 

(25:50) Knowing Your Customers & Fostering Connections

(30:50) Improvements to Reduce Churn 

(37:08) Direct Response Marketing Insights

(41:42) Navigating Uncertainty in Business

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Connect With Brett: 

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/ 
• YouTube: https://www.youtube.com/@omgcommerce 
• Website: https://www.omgcommerce.com/ 

Relevant Links:

• Nulastin: https://nulastin.com
• Leah’s LinkedIn: https://www.linkedin.com/leah-garcia-592988
• Leah’s Instagram: https://www.instagram.com/leahgarciatv/
• Heart & Soil Beef Organics: https://heartandsoil.co/

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Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more

In this insightful episode of the E-commerce Evolution Podcast, host Brett Curry sits down with Tom Leonard (https://www.linkedin.com/in/thomasbleonard), a fractional marketing leader who specializes in operationalizing Media Mix Modeling and incrementality testing. They dive deep into the often confusing world of marketing measurement. Tom and Brett will debunk myths about attribution and we reveal what truly drives customer acquisition. 

For ecommerce brands struggling to understand where their marketing dollars are actually working, this conversation offers practical insights on how to move beyond misleading platform metrics.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters: 

(00:00) Introducing Tom & Marketing Measurement

(06:30) Understanding Multi-Touch Attribution (MTA)

(12:22) The Case for Incrementality Testing

(22:20) Exploring Media Mix Modeling (MMM)

(27:30) Navigating Budget Cuts and Marketing Spend

(32:17) Understanding Incrementality Vs. Attribution

(35:45) The Importance of Cost Per Incremental

(40:16) How to Get Started with MMM

(44:09) Final Thoughts

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Connect With Brett: 

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/ 
• YouTube: https://www.youtube.com/@omgcommerce 
• Website: https://www.omgcommerce.com/ 

Relevant Links:

• Tom’s LinkedIn: https://www.linkedin.com/in/thomasbleonard

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Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more

In this insightful episode of the E-commerce Evolution Podcast, host Brett Curry sits down with Jhana Li (https://www.linkedin.com/in/jhana-li), founder of Spyglass Ops, to tackle one of the biggest challenges holding back growing businesses: operational constraints. While many entrepreneurs excel at product development and marketing, they often hit a ceiling when it comes to building operational systems and processes. Jhana shares her expertise as a transformational operations consultant who has helped hundreds of seven and eight-figure businesses scale by creating systems that allow founders to work on their business rather than in it.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters: 

(00:00) Introducing Jhana & SpyGlass Ops 

(04:21) Common Operational Problems Founders Face

(07:52) Developing a Strategic Vision to Break Through Bottlenecks

(14:39) Setting Yourself Apart From Competitors

(17:52) Vision Alignment With Your Team

(20:51) Hiring and Onboarding the Right People

(32:31) Structuring An Effective Hiring Process

(40:28) Coaching a High-Performing Team

(46:04) When To Let Underperformers Go

(50:43) Final Thoughts

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Connect With Brett: 

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/ 
• YouTube: https://www.youtube.com/@omgcommerce 
• Website: https://www.omgcommerce.com/ 

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Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more

In this timely episode, Brett Curry (https://www.linkedin.com/in/thebrettcurry) sits down with Nick Flint (https://www.linkedin.com/in/dominic-flint-b46063b3/), Director of Email Marketing, to tackle the pressing challenge facing e-commerce brands today: how to maintain profitability amid rising tariffs. As import costs surge, they share actionable strategies for protecting your bottom line without sacrificing growth. Whether you’re considering price increases, optimizing marketing spend, or leveraging email to boost customer loyalty, this episode delivers practical solutions you can implement immediately.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters: 

(00:00) Introduction

(01:28) Increasing Profitability in the Current Landscape

(04:30) Strategies for Princing and Bundling

(06:32) Effective Cost-Cutting Measures

(11:51) Maximizing Email Marketing Effectiveness

(15:06) Final Thoughts

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Connect With Brett: 

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/ 
• YouTube: https://www.youtube.com/@omgcommerce 
• Website: https://www.omgcommerce.com/ 

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Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more

This is a recent recording from my appearance on Jordan West's podcast. There’s been a lot of buzz lately about the incrementally of YouTube after Haus Analytics revealed a groundbreaking report from 190 incrementally tests involving YouTube (link: https://www.haus.io/blog/do-youtube-ads-perform-lessons-from-190-incrementality-tests). 

On this episode I share eye-opening case studies demonstrating how YouTube drives significant incremental growth - even when traditional attribution models fail to capture it. If you've been skeptical about YouTube's effectiveness or struggled to measure its impact, this conversation reveals why it might be the missing piece in your marketing strategy and how to approach it correctly.

Key Takeaways:

-Beyond Last-Click Attribution: Discover why obsessing over ROAS metrics can be misleading, and how YouTube drives significant business impact that often isn't captured in traditional attribution models but shows up dramatically in incrementality testing.

-The Real-World Proof: Brett shares compelling case studies, including a brand that saw Amazon sales cut in half when YouTube ads were paused, and another that achieved a 12-25% lift in Walmart store sales through targeted YouTube campaigns.

-The Anatomy of High-Converting YouTube Ads: Learn the essential elements of effective YouTube ads, including how to craft the perfect hook in the first 5 seconds, the importance of standard and "over-the-top" product demonstrations, and why 45-90 second videos often outperform shorter cuts.

-Production Value Matters: Unlike TikTok, YouTube requires slightly higher production quality (though not Super Bowl commercial level) - Brett explains the right balance and why combining polished footage with authentic UGC can be particularly powerful.

-Testing & Measurement Strategies: Get practical advice on how to properly measure YouTube's impact through geo tests, holdouts, search lift studies, and why tracking your overall MER (Media Efficiency Ratio) might be the simplest yet most effective approach.

Molly Pittman is a bit of a legend in the digital marketing space. Bartender turned marketing intern for Ryan Deiss, turned VP of Marketing for Digital Marketer, turned entrepreneur - Molly's story is an inspiring one. And she flat out knows her stuff!

In this episode, we dig into some real gems. We go pretty deep on what's working now on Facebook, but we also talk about the benefits of building an in-house team vs. the benefits of an agency. We discuss entrepreneurial lessons and what life is like in Amsterdam (where Molly currently lives).

Here's a look at what we cover:

• Why being fluid might be the most important entrepreneurial trait...and why it's important for digital marketers
• Why curiosity and fascination are crucial in our current marketing landscape
• What CBO is and how it's impacting Molly's Facebook ad campaigns and what you should do about it
• What the 3 facets of Facebook's new Quality Ranking are and how to optimize your ads
• How low quality rankings can dramatically drive up costs or get your ads shut down
• Plus more

In this episode of the eCommerce Evolution Podcast, I welcome back Chris Mercer (co-founder of MeasureU) to discuss how e-commerce store owners can transform their approach to data and understanding customer behavior. We dive deep into Microsoft Clarity, a powerful free tool that helps visualize how users interact with your website, and explore how AI can be leveraged strategically to enhance measurement and business operations. This conversation is packed with actionable insights that can help you understand what's really happening on your website and how to make data-driven decisions that boost conversions.

Key Takeaways:

• Microsoft Clarity: The Visual Analytics Game-Changer - Discover how this free tool provides heat maps, scroll tracking, and screen recordings that help you see your website through your customers' eyes. Learn how its built-in AI can analyze patterns across numerous user sessions to identify friction points you might otherwise miss.
• The Measurement Mindset Shift - Understand why e-commerce measurement is really about "listening" to the customer side of the digital conversation. Mercer explains why you should focus on behavior patterns rather than just conversion metrics, and how to set up proper expectations before analyzing data.
• From Data to Action - Learn the three-step framework for effective measurement: 1) Plan what questions you want to answer, 2) Gather the right information, and 3) Decide in advance what actions you'll take based on different potential outcomes.
• Strategic AI Implementation - Discover Mercer's revolutionary approach to using AI effectively. Rather than telling AI "how" to do something, learn to focus on communicating the desired result and letting AI determine the optimal path to get there.
• UTM Parameters and Traffic Identification - Find out why properly tagging your traffic sources is critical for understanding which marketing efforts are working and how to optimize them for better performance.

In this eye-opening episode, legendary Amazon expert Kevin King reveals game-changing insights about how Amazon's search and ranking systems really work. From the little-known concept of GeoRank to Amazon's powerful AI engine Cosmo, Kevin shares insider knowledge that every Amazon seller needs to understand to stay competitive in 2024 and beyond.

Key topics covered:

• The truth about Amazon's GeoRank system and why your products might rank differently across regions – plus actionable strategies to influence your rankings in specific geographic areas.
• How Amazon's Cosmo AI analyzes your listings, images, and customer feedback to determine visibility – and why you need to start "selling to the AI," not just optimizing for keywords.
• Why the future of Amazon search is shifting from keywords to intent-based shopping, and how tools like Rufus are changing the way customers discover products.
• Fascinating insights into Amazon's incredible data collection and how it's shaping the future of personalized shopping experiences.
• Advanced marketing strategies combining AI with custom audiences and personalization that are generating "ridiculous conversion rates.’

Whether you're doing $100K or $100M on Amazon, this conversation with one of the most knowledgeable figures in the Amazon space will transform how you think about optimization and marketing on the platform.

In this tactical episode, OMG Commerce's Email Director Nick Flint reveals game-changing strategies to maximize what should be your most profitable customer acquisition and retention channel. With rising costs across advertising, shipping, and operations, Nick shares how leading brands are using email and SMS marketing to protect and grow their margins in 2025. Whether you're doing $2M or $50M in revenue, these practical insights will help you unlock more revenue from your existing customer base.

Key takeaways:

• Why getting organized across marketing channels is critical for scale – and the simple tools Nick recommends to coordinate email, SMS, social, and paid media for maximum impact
• How to design "bigger A/B tests" that drive real insights (including one test that recently doubled campaign revenue for a client)
• The counterintuitive reason why adding friction to your email-to-purchase journey could significantly boost conversions
• Why SMS is becoming increasingly crucial as email deliverability tightens, and the exact tactics to build your SMS list without annoying customers

Plus, Nick shares his unconventional "cat keyboard" subject line test that generated unprecedented engagement for a pet brand. Don't miss the bonus segments on advanced segmentation strategies and mobile-first optimization techniques that could unlock hidden revenue in your business.

In this fascinating episode, beauty industry veteran Carey Grange shares invaluable insights from her journey building major brands like Proactiv, Murad, and numerous other successful beauty and wellness companies. From the early days of infomercials to today's digital landscape, Carey reveals how the fundamental principles of effective performance marketing remain unchanged—and how modern brands can leverage these principles to drive growth across multiple channels while building lasting brand value.

Key Topics Covered:

• The essential elements of successful performance marketing campaigns, including authentic founder stories, compelling transformation narratives, and the critical role of social proof—and why these elements are more relevant than ever in today's digital landscape.
• Why channel strategy matters: How Murad used infomercials to become the #1 clinical skincare brand in Sephora and Ulta, and what this teaches us about modern omnichannel growth.
• The truth about value creation: Why discounting isn't necessary and how to build real value propositions that resonate with customers and protect your brand.
• The importance of constant testing and innovation: Why successful brands allocate 10-20% of their budget to experimental marketing, and how this "slush fund" approach drives long-term growth.

This episode is packed with actionable insights for any brand looking to scale through performance marketing while building lasting brand value in today's competitive landscape.