Honest Ecommerce

With over 10 years of experience in consumer marketing and digital transformation, Kelly Deen is passionate about creating and executing data-driven strategies that drive growth, loyalty, and innovation for fast-moving consumer goods (FMCG) and entertainment brands. 

As the Chief Commercial Officer/CMO at kencko, Kelly leads a world-class marketing team that is transforming the way people consume fruits and vegetables through smart, convenient, and sustainable products. 

Since joining kencko in 2022, Kelly has been instrumental in expanding the company's presence into 16+ global markets, launching its first brand campaign, building a loyal and engaged customer base, and developing strategic partnerships with retailers and wholesalers. 

Kelly has also leveraged my professional certifications in artificial intelligence (AI) and search engine optimization (SEO) to optimize our digital experience, marketing tech stack, and member experience team. 

Kelly is motivated by kencko's mission to make healthy eating accessible and enjoyable for everyone, and proud to be part of a company that is making a positive impact on people's health and the environment.

In This Conversation We Discuss:

• [00:44] Intro
• [02:14] Simplifying fruits and veggie smoothies
• [03:48] A mission to promote plant-based nutrition
• [05:05] kencko: making fruits and veggies accessible
• [07:29] Blending health solutions with the rise of D2C
• [08:29] Stepping in during D2C challenges and growth
• [09:23] The risks of meta dependency for growth
• [10:50] Cost-effective channels beyond meta for scaling
• [11:51] Overcoming today’s meta-driven growth challenges
• [12:57] Episode sponsors
• [16:10] Balancing creativity & performance in paid marketing
• [17:59] Embracing patience in the growth process
• [18:29] Driving business strategy in a growth phase
• [20:31] Seizing opportunities & meaningful connections
• [21:31] Embracing risks & landing major retail partnerships
• [23:18] Asking the right questions for strategic partnerships
• [24:17] Building relationships to navigate retail challenges
• [25:08] Offering value-added services to engage customers
• [26:34] Launching a brand campaign to boost awareness
• [27:24] Trusting your gut & embracing fearless decisions
• [29:01] Accessible healthy living with kencko products

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Fruits & veggies drinks and snacks https://www.kencko.com/
• Follow Kelly Deen https://www.linkedin.com/in/kellydeen/
• Done-for-you conversion rate optimization service storetester.com/
• Revolutionize your inventory and fulfillment process portless.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple PodcastsChase Clymer with Kelly Deen. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

As the CEO of Eric Javits, Dario Markovic has successfully generated over $50 million in revenue over the past four years, exclusively through eCommerce. 

A visionary entrepreneur, Dario Markovic is also the founder of multiple companies, including a SaaS platform designed to help businesses grow organically. 

Dario Markovic's innovative leadership and strategic foresight have consistently driven growth and success across diverse ventures.

In This Conversation We Discuss:

• [00:45] Intro
• [01:38] From retail to online survival during COVID
• [04:26] PR success into a business-saving opportunity
• [05:45] Implementing rapid ad strategies for fast wins
• [07:03] Slow, steady transitions to re-build online presence
• [08:17] Boosting sales by moving from Magento to Shopify
• [09:38] Testing digital ad strategies during the pandemic
• [10:54] Maximizing minimal ad budgets for major results
• [12:53] Episode sponsors
• [16:06] Doubling down on PR and affiliate marketing
• [18:16] Navigating challenges of rapid growth and scaling
• [20:31] Managing cash flow impacts during scaling 
• [23:44] Considering logistics strategies for global reach
• [26:20] Navigating challenges of scaling advertising efforts
• [27:10] Starting anywhere to build your expertise
• [29:14] Explore luxury hats at Eric Javits

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Women’s designer hats, bags, and shoes ericjavits.com/
• Follow Dario Markovic linkedin.com/in/dario-markovic-2a326aa9/
• Done-for-you conversion rate optimization service storetester.com/
• Revolutionize your inventory and fulfillment process portless.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Alexa Tietjen is the Content Director at Shoptalk, where she helps shape the annual Spring and Fall agendas and recruit speakers for both shows. 

Prior to Shoptalk, she was a beauty editor at WWD, the fashion and beauty industry trade publication known as “the fashion bible.” 

She wrote about beauty’s business boom and the rise of the creator economy. She has appeared on Good Morning America for her work.

In This Conversation We Discuss: 

• [00:47] Intro
• [01:54] Curating industry insights as a Content Director
• [02:49] Using past editorial expertise for content curation
• [03:59] Shoptalk: a community of retailers and innovators
• [04:51] Networking and learning at Shoptalk events
• [05:22] Creating a fall touchpoint for retail innovation
• [06:44] Exploring supply chain & in-store experience
• [07:25] Bringing women leaders to the forefront 
• [08:24] Meeting industry peers for powerful networking
• [10:05] Handling massive networking opportunities
• [10:41] Diving into AI and retail media at Shoptalk Fall
• [12:24] Unified retail insights from top industry leaders
• [13:09] Practical tips to prepare for Shoptalk Fall
• [14:29] Welcoming all stages of retail to Shoptalk
• [15:36] Go to Shoptalk Fall’s website for more event info

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Organizers of the retail’s industry’s very best events fall.shoptalk.com/
• Follow Alexa Tietjen linkedin.com/in/alexatietjen/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Chris manages the business strategy, marketing, and financials of Perfect Herbs. Under his leadership, the company has grown revenue 50%+ year-over-year, transforming from a startup into a leading national brand. 

If you're an entrepreneur who sells herbal products in North America, or who's interested in launching new herbal products, you can contact Chris at [email protected].  

His company has licensed herbalists who can consult with you free of charge, make you samples to try, and help you launch your herbal product with high-quality herbs at a low cost, and with no minimum order quantities. Their customers call them "the greatest company they've ever worked with." 

In This Conversation We Discuss:

• [00:57] Intro
• [01:44] Identifying gaps in the herbal and natural markets
• [02:51] Targeting health practitioners via word of mouth
• [04:39] Gaining traction by being part of the community
• [06:42] Turning personal expertise into business success
• [07:45] Navigating growth with a fail-fast mindset
• [08:40] Experimenting with new products to validate markets
• [09:40] Leveraging tech for competitive business advantage
• [10:37] Episode sponsors
• [13:49] Offloading manual tasks through innovative tech
• [15:49] Transitioning from practitioners to retail markets
• [16:57] Mastering operational excellence for clients
• [18:30] Exploring multi-channel fulfillment strategies
• [19:55] Segmenting audiences for targeted marketing
• [21:13] Differentiating shoppers in diverse marketplaces
• [22:32] Standing out through authentic self-expression
• [24:08] Building friendly connections with customers
• [25:53] Perfect Herbs: for passionate herbal experts

Resources:

• Subscribe to Honest Ecommerce on Youtube
• High-quality herbal medicine accessible & sustainable for healthcare providers perfectherbs.ca/
• Follow Chris Habib linkedin.com/in/chris-habib/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Alesia Klimau is the owner of Heart Printed, a custom photo magnet printing service. It is a family owned business proud to be manufacturing and shipping from Columbus, OH. They are all passionate about photography and are big fans of Instagram.

Founded in 2014, Heart Printed creates high quality custom photo magnets using the best materials and ink to print photo magnets. They are printed on high quality photo paper with vivid and bright colors, each magnet cut by hand.

In This Conversation We Discuss:

• [00:44] Intro
• [01:01] Creating personalized magnets from photos or art
• [01:58] Building an Instagram-inspired business
• [03:39] Balancing product development & marketing
• [04:55] Tapping big Instagram accounts for viral growth
• [06:23] Shutting down after marketing and overhead issues
• [07:44] Keeping the business dream alive through Etsy
• [09:28] Testing new magnet designs with upgraded quality
• [11:11] Episode sponsors
• [14:23] Etsy success to a stronger social media launch
• [15:34] Posting on TikTok to understand virality patterns
• [17:46] Adapting content for TikTok & Instagram audiences
• [18:51] Understanding social media for marketing success
• [20:39] Discovering formulas behind viral videos
• [22:18] Grabbing attention with effective video hooks
• [24:35] Capitalizing on audience reactions for growth
• [25:42] Heart Printed: get handcrafted photo magnets

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Handcrafted photo magnets heartprinted.com/
• Follow Alesia Klimau linkedin.com/in/alesia-klimau-60753769/
• Instagram instagram.com/heartprinted
• TikTok tiktok.com/@myheartprinted
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

CEO and Creative Director at SeaMonster Studios, Wes Buckwalter manages a small team of geniuses, keeps them paid, and fights for their rights as employees of what he hopes is the best job they've ever had. He advocates for the creativity of my employees and contractors, managing day to day operations, finance, and client relations. 

SeaMonster Studios have delivered over 1500 websites to clients over the last 18 years. They are a proud Shopify Plus partner and have become a top-tier partner with several app developers within the Shopify ecosystem.

Wes started out in the trenches, designing and building websites before a small screen had ever been considered and have continued to champion and pioneer skills in the web and ecommerce fields that gave him a start in this industry.

In This Conversation We Discuss: 

• [00:49] Intro
• [01:50] From early ecommerce venture to a thriving agency
• [03:19] Navigating the gray areas of ADA & WCAG guidelines
• [04:48] Balancing site compliance with brand aesthetics
• [06:06] Compliance as a continuous improvement process
• [08:08] Accessibility from different user perspectives
• [09:28] Starting accessibility with thorough site reviews
• [10:05] Preventing lawsuits with digital accessibility
• [11:25] Improving awareness on accessibility issues
• [12:19] Directing legal threats to small Ecommerce sites
• [14:02] The financial dynamics behind lawsuits
• [15:29] Parallels between tech fixes & construction audits
• [16:21] Addressing agency flaws by reviewing past work
• [17:14] Understanding varying WCAG compliance across states
• [18:34] Balancing agency & business’ responsibility
• [19:47] Exploring limitations in automated accessibility 
• [21:01] Managing compliance when stacking Shopify apps
• [22:07] Shopify's limits on compliance control
• [23:56] Using Shopify's flexibility while avoiding pitfalls
• [25:39] Combining AI tools and human testing for site fixes
• [27:26] Accessible Web for efficient compliance scanning
• [28:39] Restraints in plug-and-play accessibility tools
• [29:25] Critiquing overlay tools for accessibility issues
• [30:33] Image descriptions for better user navigation
• [31:56] Setting standards for product compliance & SEO
• [33:22] Free site review from SeaMonster Studios

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Friendly, full-service digital agency offering data-driven strategy and development seamonsterstudios.com/
• Follow Wes Buckwalter linkedin.com/in/seamonsterwes/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Erin is the VP of Business Development at August, where she manages their retail, e-commerce, and B2B sales channels. 

Prior to August she consulted with Deloitte at companies such as Twitter, Fitbit, and Silicon Valley Bank. Later joining Uber, Erin worked in growth and operational roles for four years, helping UberEats expand from 10 to over 600 cities. 

She made the jump to August in April of 2022 when she was inspired by August’s mission. 

In This Conversation We Discuss:

• [00:46] Intro
• [01:22] Finding and growing your audience before launching
• [03:40] Balancing edutainment and medical accuracy online
• [04:59] Using audience feedback as product validation
• [06:01] Championing sustainability with product quality
• [07:11] Acting on feedback to improve product design
• [08:07] Launching D2C with organic online momentum
• [09:26] Tapping into trends for impactful product drops
• [10:17] Defining relationships with customers and fans
• [11:14] Building trust through 10,000 baby steps online
• [12:45] Episode sponsors
• [15:57] Balancing profit and impact in brand decisions
• [17:28] Addressing tampon tax through collective effort
• [18:41] Communicating carefully and honestly
• [19:52] Staying transparent to avoid fear mongering
• [21:51] August: Fight period stigma with sustainable products 

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Period care brand on a mission to fight period stigma itsaugust.co/
• Follow Erin Burk linkedin.com/in/erineburk/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Kristen Pumphrey & Thomas Neuberger are the co-owners of California-based fragrance brand, P.F. Candle Co. and authors of “At Home with Fragrance.” 

Now a 63-person company, P.F. Candle Co. started as a one-woman Etsy shop in 2008 out of Kristen’s second bedroom. As fragrance experts, Kristen and Tom have scaled the business over the course of several years on their own with no formal business degree - DIY is at the core of everything they do. 

Today, products are sold in thousands of stores worldwide and their two brick and mortar stores in Los Angeles and San Francisco. Despite the company’s growth, P.F. Candle Co. still proudly makes their products in-house, pouring up to 3,500 candles a day all while modernizing the craft of candle making.

In This Conversation We Discuss:

• [00:45] Intro
• [01:32] From job loss to a creative business venture
• [02:45] Starting and finding success on Etsy
• [04:23] Switching platforms for cost savings
• [05:33] Scaling beyond Etsy artisan qualifications
• [06:10] Figuring out what’s worth the purchase cost
• [07:12] Outgrowing Squarespace’s limited customization
• [07:44] Leveraging social media to drive website traffic
• [09:15] Gaining online traction via retail partnerships
• [09:59] Episode sponsors
• [13:11] Managing sales mix changes during pandemic
• [13:56] A pro tip for women in business
• [14:58] From self-management to leading teams
• [16:49] Setting yourself apart to create business value
• [17:51] Finding motivation from team successes and growth
• [18:40] Preparing for competitive Ecommerce sales
• [20:20] Planning inventory for Black Friday, Cyber Monday
• [21:45] Evolving strategies from $1 million to $10 million
• [23:26] Prioritizing meaningful work over numbers
• [25:04] Face business challenges with creative fulfillment
• [26:09] Defining future goals for products and company
• [27:13] Get your scented soy candles at P.F. Candle Co.

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Follow Kristen Pumphrey linkedin.com/in/kristenpumphrey/
• Follow Thomas Neuberger linkedin.com/in/thomas-neuberger-6180b5113/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Chris Timmer is the Chief Executive Officer of Linnworks. As a respected CEO and industry veteran, Chris brings three decades of leadership experience spanning sales, marketing and operations in supply chain management and software. 

He is responsible for leading the company’s overall operations, with direct oversight of sales, marketing, professional services, research, development and strategy.

In This Conversation We Discuss: 

• [00:53] Intro
• [01:40] Understanding backend commerce operations
• [02:43] Leveraging Linnworks for marketplace connections
• [03:44] Integrating business processes with marketplaces
• [04:12] Tapping into multi-channel growth opportunities
• [06:13] Adapting strategies to business size and growth
• [07:43] Exploring MVPs on established marketplaces
• [08:56] Understanding customer personas through Amazon
• [10:17] Evolving with customers as they scale globally
• [11:32] Building a recognizable brand from ecommerce roots
• [12:23] Managing costs & scaling with automated solutions
• [14:02] From manual processes to scalable systems
• [15:07] Simplifying multi-marketplace management processes
• [16:07] Suggesting optimal marketplaces through analytics
• [16:45] Managing inventory with legal pads vs. software
• [18:26] Balancing vision with practical financial tracking
• [19:45] Customer relationships as part of brand ethos
• [21:03] Monitoring shifting customer buying experiences
• [22:26] Explore Linnworks with a demo request

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Optimizing how Ecommerce works linnworks.com/
• Follow Chris Timmer linkedin.com/in/chris-timmer-019996/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Shawn brings over ten years of fashion retail experience to the table. He is the Co-Founder of Electric Eye–our Shopify design and development agency, and a Partner at Feel–a brand studio where art meets commerce.

A specialist in design, Shawn has worked with the likes of Abercrombie & Fitch, Gap Inc, Nike, Homage and Only NY. His time in the retail industry, from digital experience to product design, has exposed him to many facets within the business. 

This has given him an undeniable ability to identify his clients’ needs; guaranteed to provide a unique experience and to deliver increased engagement across all channels of your business.

In This Conversation We Discuss:

• [00:44] Intro
• [01:07] Overseeing design and development excellence
• [02:01] Prioritize impactful changes before Black Friday
• [04:07] Avoid site relaunch from hurting holiday sales
• [05:26] Straightforward discounts for holiday sales
• [06:33] Maintain clarity with daily Black Friday deals
• [07:19] Optimize gift cards for efficient holiday gifting
• [09:00] Offer direct gift sending for Q4 sales
• [10:41] Use data to craft effective product bundles
• [13:31] Create custom landing pages for holiday marketing
• [15:33] AIDA formula for landing page optimization
• [17:10] Episode Sponsors
• [20:23] Boosting revenue with upsells and cross-sells
• [22:14] Avoid overkill with subtle upsell placements
• [23:22] Strategize pre and post-purchase upsells effectively
• [25:05] Maximizing upsell tools within your theme
• [25:43] Implement app-based discounts for big sales
• [26:24] Refine image optimization and code efficiency
• [28:35] Improve mobile navigation and usability 
• [31:00] Gaining insights from real users' interactions
• [32:47] Optimize sales with early split tests and feedback
• [34:24] Confirm remarketing pixels and data flow
• [35:22] Electric Eye’s expertise for Black Friday prep

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Shopify expert design and development agency electriceye.io/
• A brand studio where art meets commerce feel.studio/
• Follow Shawn Khemsurov linkedin.com/in/shawnkhemsurov/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!