Honest Ecommerce

Kate Voyten is a seasoned business leader with over 20 years of experience revitalizing small brands and stagnant businesses. She started her career at Procter & Gamble, working first in operations and eventually moving into brand management, where she ran businesses across the U.S., Europe, and Asia. 

Her consumer-centric approach to innovation and commercial strategies, combined with her operational expertise, has helped transform businesses across consumer goods, automotive, and healthcare categories. 

Some of her favorite challenges include relaunching the iconic $500 million Herbal Essences brand and returning it to profitable growth, spearheading the digital transformation and omnichannel strategy for the Hertz loyalty program, and building the OneTouch diabetes business in retail and e-commerce. 

Today, Kate is the Chief Commercial Officer at Cadence OTC, where she is leading the effort to bring the next generation of oral contraceptives over the counter—expanding access to safe, affordable birth control for millions of women across the U.S. Kate is passionate about developing people and building partnerships that deliver meaningful business transformations. 

She earned both her BS and MS from Carnegie Mellon University. 

In This Conversation We Discuss:

• [00:00] Intro
• [01:24] Meeting customers’ urgent health needs
• [08:03] Focusing on signals that show real intent
• [11:33] Callouts
• [11:42] Turning urgent needs into long-term loyalty
• [13:32] Navigating advertising in regulated industries
• [16:04] Investing upfront to avoid costly rework
• [19:02] Sponsor: Electric Eye
• [20:10] Leveraging AI to uncover customer insights
• [24:22] Providing clarity through educated communication

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Affordable emergency contraception, convenient access cadenceotc.com/
• Follow Kate Voyten LinkedIn linkedin.com/in/katherine-voyten
• Schedule an intro call with one of our experts electriceye.io/connect

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!

Laura Andersen is the owner and managing director of AlumiTubs. Made to handle it all, AlumiTubs is made to last for generations. Obsessively designed to outperform and outlast, it's the classic cedar hot tub, upgraded for a lifetime of performance.

AlumiTubs is 100% Canadian handcrafted from materials made to stand the test of time. It’s perfect for the backcountry or the backyard, with flex heating for 365 days of use, wherever you find your escape. 

With 1000s in the wild since 2001, AlumiTubs are home to Canada, now available for properties across the globe. Where artistry, craftsmanship, and considered design intersect, the AlumiTubs wood fired, electric and hybrid hot tubs come in 3 sizes with endless heat options, advanced filtration for at-home use, a 50% bigger firebox and 3 layers of insulation for less smoke, less water, and nothing wasted along the way.

It is not an average hot tub, AlumiTubs is guaranteed to get hot and stay hot, no matter how cold it is outside. Bringing people and those they share it with, closer to nature. AlumiTubs was made for more of the good stuff.

In This Conversation We Discuss:

• [00:00] Intro
• [00:40] Sponsor: Taboola
• [01:53] Spotting demand beyond your original offer
• [03:14] Balancing careers while building a startup
• [06:04] Bringing an offline product to the internet
• [08:55] Sponsor: Next Insurance
• [10:08] Applying career skills to a new venture
• [13:49] Letting users shape your marketing message
• [15:40] Optimizing basic SEO for discovery
• [17:55] Sponsor: Electric Eye
• [19:03] Balancing capacity with customer trust
• [23:17] Complementing skills to build longevity
• [26:00] Building a business on a great product
• [28:46] Callouts
• [28:56] Hedging bets while testing business ideas
• [31:10] Adding value without reinventing the wheel

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Wood-fired & electric cedar hot tubs alumitubs.com/
• Follow Laura Andersen linkedin.com/in/lauraandersendigitalmarketing/  
• Reach your best audience at the lowest cost! discover.taboola.com/honest/
• Easy, affordable coverage that grows with your business nextinsurance.com/honest
• Schedule an intro call with one of our experts electriceye.io/connect

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!

Rima Mattok is the Director of Demand Generation at Taboola, where she leads the global acquisition and engagement strategy of Realize, a performance advertising platform focused on driving measurable results for brands. 

With a background in user engagement, Rima brings a deep understanding of audience behavior and conversion optimization—experience that shapes her approach to helping marketers scale efficiently across channels. 

In This Conversation We Discuss: 

• [00:00] Intro
• [01:09] Getting to know the new product, Realize 
• [02:33] Facing rising ad costs across platforms
• [04:22] Launching before peak season to save costs
• [07:10] Questioning the myth that more budget wins
• [09:31] Challenging the idea that AI replaces strategy
• [11:30] Callouts
• [11:40] Unlocking incremental growth on the open web
• [14:16] Testing new channels with wise budgets
• [15:17] Running quarterly moonshot experiments

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Performance beyond search and social taboola.com/
• The performance built for advertisers realize.com/
• Follow Rima Sherman Mattok linkedin.com/in/rima-sherman-mattok-93282739/

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!

Monica Rich Kosann is an internationally recognized fine jewelry brand based in New York. Rooted in the idea that every woman has a story to tell, the collection encompasses lockets, rings, necklaces, bracelets, and earrings that inspire and empower the wearer. 

The eponymous label was founded in 2004 by Designer and Chief Creative Officer Monica Rich Kosann–member of the Council of Fashion Designers of America–as an extension of her passion for fine art photography and storytelling. She runs the company with her husband Rod, who serves as CEO.

A Certified B Corporation working to meet the highest standards of quality and excellence, Monica Rich Kosann crafts sustainable heritage pieces that are made ethically and responsibly. The brand is sold in over 120 retailers across the country, has three free standing stores - two in New York and one at Somerset Collection in Troy, a shop at Bergdorf Goodman and a robust direct-to-consumer business. 

Designed using 18K Yellow Gold and Sterling Silver, Monica Rich Kosann designs precious gemstones and diamonds to ensure quality that lasts from generation-to-generation as modern heirlooms. 

A favorite with celebrities, Monica Rich Kosann pieces have been worn by incredible women throughout the years including Kelly Clarkson, Allison Williams, Sarah Jessica Parker and Gisele Bundchen.

In This Conversation We Discuss: 

• [00:00] Intro
• [00:37] Sponsor: Taboola
• [01:54] Inspiring growth through authentic vision
• [06:58] Persisting through early business rejection
• [10:11] Building momentum through supportive communities
• [11:10] Sponsor: Next Insurance
• [12:41] Diversifying channels to reach more customers
• [16:32] Callouts
• [16:42]  Enhancing products through storytelling
• [21:00] Strengthening brands through right partnerships 
• [24:02] Sponsor: Electric Eye
• [25:10] Building dedicated teams that enjoy their craft
• [26:19] Focusing business principles around your “Why”
• [28:02] Finding your unique approach and sticking with it

Resources:

• Subscribe to Honest Ecommerce on Youtube youtube.com/c/HonestEcommerce?sub_confirmation=1
• Lockets, fine jewelry, and luxury gifts monicarichkosann.com
• Follow Monica Rich Kosann linkedin.com/company/monica-rich-kosann
• Follow Rod Kosann linkedin.com/in/rodkosann
• Reach your best audience at the lowest cost! discover.taboola.com/honest  
• Easy, affordable coverage that grows with your business www.nextinsurance.com/honest  
• Schedule an intro call with one of our experts electriceye.io/connect  

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!

Matt Ezyk has decades of experience building, scaling and leading digital commerce technology and strategy at some of the most innovative companies in the world. 

Matt serves as Senior Director of Engineering, Ecommerce at Hanna Andersson which is a leading direct-to-consumer premium children's apparel and lifestyle brand. Prior to joining Hanna Andersson, he led digital at Pet Supermarket with oversight of product and engineering. 

Additionally he served as Director of Functional Architecture and Director of PMO at RafterOne (f/k/a PixelMedia) with operational oversight of teams working with iconic brands like Skechers and LL Bean. Matt also served in progressive leadership roles at Accenture, Merkle (f/k/a LiveArea) and several startups working with hundreds of global brands like Uniqlo, Disney, Revlon, Tapestry and many more. 

Matt brings to retailers and DTC brands a deep expertise in developing and implementing diverse end-to-end commerce strategies. 

In This Conversation We Discuss: 

• [00:00] Intro
• [00:24] Sponsor: Taboola
• [01:41] Connecting tech decisions to business growth
• [04:36] Comparing agency and brand-side perspectives
• [07:24] Sponsor: Next Insurance
• [08:37] Delivering progress customers can feel
• [09:58] Choosing platforms based on business maturity
• [13:03] Callouts
• [13:13] Auditing tech to recover lost conversions
• [15:31] Reducing redundancy to improve performance
• [17:47] Evaluating third-party tools for value
• [19:36] Sponsor: Electric Eye
• [20:44] Improving conversion with UX and engineering
• [22:25] Augmenting team expertise with AI tools
• [27:46] Balancing speed with long-term scalability

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Kids clothes from playtime to bedtime hannaandersson.com/
• Follow Matt Ezyk linkedin.com/in/mezyk
• Reach your best audience at the lowest cost! discover.taboola.com/honest/
• Easy, affordable coverage that grows with your business nextinsurance.com/honest/
• Schedule an intro call with one of our experts electriceye.io/connect

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!

Robert Khachatryan is the founder and CEO of Freight Right Global Logistics, a Los Angeles–based international freight forwarder. A lifelong entrepreneur, Robert began his business journey at age nine selling newspapers on the streets of Yerevan. 

A member of the Board of Advisors at USC’s Randall R. Kendrick Global Supply Chain Institute, Robert founded Freight Right in 2007 during the global financial crisis with a vision to modernize freight forwarding through technology and execution excellence. 

Today, Freight Right is recognized as a leading innovator in logistics and a trusted launch partner for emerging supply chain technologies. Robert’s insights have been featured in Bloomberg, Forbes, the Journal of Commerce, FreightWaves, and the Los Angeles Times, and he has spoken at leading industry events including TPM, FreightTech, and the USC Supply Chain Summit. 

In This Conversation We Discuss: 

• [00:00] Intro
• [01:08] Taking the leap during economic uncertainty
• [03:45] Eliminating shipping delays that kill buyer intent
• [09:04] Building Ecommerce solution around freight hurdles
• [11:05] Callouts
• [11:16] Bridging commercial freight and ecommerce needs
• [13:29] Identifying hidden customer pain points early
• [15:45] Building an MVP from customer feedback
• [18:00] Rethinking traditional processes to reduce cost
• [20:41] Unlocking new markets with minimal effort

Resources:

• Subscribe to Honest Ecommerce on Youtube
• International Freight Forwarder freightright.com/
• Follow Robert Khachatryan linkedin.com/in/khachatryanrobert

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!

Dima Zelikman is the Chief Marketing Officer and Co-Founder of Unbound Merino, where he leads brand strategy, growth marketing, and creative direction. 

With a focus on simplicity, versatility, and performance, he has helped shape Unbound Merino into a global travel clothing brand trusted by customers in over 100 countries. 

As CMO, Dima drives the vision of the “Pack Less. Experience More.” movement. Building a brand that inspires and empowers travelers to live and explore with freedom. 

In This Conversation We Discuss:

• [00:00] Intro
• [00:00] Sponsor: Taboola
• [01:55] Positioning products around customer lifestyles
• [03:33] Turning personal travel pain into a business idea
• [07:27] Sponsor: Next Insurance
• [08:40] Creating business momentum before quitting a job
• [10:37] Prioritizing early traction for repeatable growth
• [13:04] Testing campaigns with minimum budgets
• [14:50] Callout
• [15:00] Scaling communication through relevant topics
• [21:00] Sponsor: Electric Eye
• [22:10] Creating a feedback loop through data analysis
• [23:01] Identifying unmet needs in your market
• [25:32] Prioritizing product quality over everything
• [27:26] Driving conversions before perfecting visuals

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Merino Wool Clothing & Apparel unboundmerino.com/
• Reach your best audience at the lowest cost! discover.taboola.com/honest/
• Easy, affordable coverage that grows with your business nextinsurance.com/honest/
• Schedule an intro call with one of our experts electriceye.io/connect

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!

Kendal McMullen is passionate and data-driven with a knack for turning insights into impactful omnichannel strategies. From analyzing consumer behavior to optimizing cross-channel marketing, she thrives on making data work to connect authentically at scale. 

In This Conversation We Discuss:

• [00:00] Intro
• [00:42] Sponsor: Taboola
• [01:56] Scaling wellness brands with quality focus
• [03:35] Solving roadblocks through focused one-on-ones
• [05:07] Sponsor: Next Insurance
• [06:21] Building a career with portfolios, not degrees
• [08:13] Turning self-taught experience into full-time roles
• [09:28] Accessing knowledge freely on the internet
• [11:15] Callouts
• [11:25] Leveraging zero-cost opportunities in 2025
• [13:24] Building a portfolio for reliable visibility 
• [15:10] Sponsor: Electric Eye 
• [16:17] Understanding P&L steady long-term margins
• [21:06] Optimizing AI to expand team capacity
• [24:17] Hands on hiring management ensure culture fit
• [27:03] Caring for your work to strengthen brand understanding

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Vegan organic vitamins and supplements globalhealing.com/
• Follow Kendal McMullen linkedin.com/in/kendal-mcmullen
• Reach your best audience at the lowest cost! discover.taboola.com/honest/ 
• Easy, affordable coverage that grows with your business nextinsurance.com/honest/
• Schedule an intro call with one of our experts electriceye.io/connect

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!

Anna Brakefield’s story begins on her family’s cotton farm in North Alabama, where she grew up surrounded by the rhythms of agriculture and the values of hard work, stewardship, and tradition.

Her father, Mark Yeager, instilled in her a deep appreciation for the land and the premium cotton it produced—lessons that would later inspire a business built on craftsmanship and sustainability.

After earning a degree in graphic design and marketing from Auburn University, Anna pursued a career in advertising in New York and Nashville. Though she thrived in the corporate world, her roots kept calling her back home, planting the seed for what would become Red Land Cotton.

In 2016, Anna and her father launched Red Land Cotton with a mission to bring American-made, farm-to-home textiles to market. Armed with her marketing expertise and a passion for storytelling, she shaped the company’s identity, ensuring that each product—crafted from the cotton grown on their farm—embodied quality, authenticity, and Southern heritage.

As Red Land Cotton continues to flourish, Anna balances entrepreneurship with family life, finding inspiration in the land that started it all. Her journey is a testament to the power of honoring one’s roots while embracing the possibilities of growth and innovation.

In This Conversation We Discuss:

• [00:00] Intro
• [00:39] Sponsor: Taboola
• [02:24] Building new ventures from existing resources
• [05:08] Turning constraints into strategic clarity
• [07:25] Sponsor: Next Insurance
• [08:38] Validating demand while building in public
• [10:21] Callouts
• [10:32] Blogging company journey for early engagement
• [12:03] Teasing progress to convert followers into buyers
• [13:48] Meeting customers where they are
• [17:15] Experimenting with traditional advertising
• [20:10] Sponsor: Electric Eye
• [21:19] Sponsor: Freight Fright
• [23:22] Investing in skills when hiring isn’t an option
• [25:18] Balancing creativity with marketing strategy
• [26:57] Matching products to the right channels
• [28:46] Leveraging cross-channel marketing effectively
• [30:09] Leading with purpose beyond just making money

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Luxury American-Made Bedding & Towels redlandcotton.com/
• Follow Anna Brakefield linkedin.com/in/anna-brakefield-94389734
• Reach your best audience at the lowest cost! discover.taboola.com/honest/
• Easy, affordable coverage that grows with your business nextinsurance.com/honest/
• Schedule an intro call with one of our experts electriceye.io/connect
• Turn your domestic business into an international business freightright.com/honest

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!

Andrew is a self-proclaimed tragic sneaker fan and proven brand builder. After nearly a decade of leading multiple marketing functions at Google, Andrew and two of his colleagues embarked on a mission to build the world’s fairest hype commerce platform. 

As CEO, Andrew leverages his marketing expertise and first-hand fandom experience to drive this mission forward. After launching just over a year ago, EQL has managed more than 10,000 high-heat launches in 15 markets. 

When not helping culture-making brands get their goods into the hands of real fans, Andrew can be found spending time with his wife and three children, and dressing younger than he should.

In This Conversation We Discuss: 

• [00:00] Intro
• [03:51] Crafting launches that reward real customers
• [06:06] Callouts
• [06:16] Streamlining experiences through integrations
• [07:51] Adding connection where generic tools fall short
• [10:25] Designing pre, in, and post-launch strategies
• [13:29] Connecting with audiences in launch moments
• [19:32] Partnering with experts for better launches

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Better launches for in-demand products eql.com/
• Andrew Lipp au.linkedin.com/in/andrew-lipp-7b291722

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!