Minds of Ecommerce

Adam Gillman is the Co‑founder and President of Hiya Health, a children's wellness company that reimagines kids' vitamins by delivering sugar‑free, transparency‑focused nutrition through clean, science‑backed products. A seasoned entrepreneur, Adam has built and scaled consumer‑facing businesses in health and fitness, including CycleHouse. Motivated by his experience as a father, he teamed up with Darren Litt to disrupt the gummy vitamin market, creating Hiya's signature chewables using real food ingredients and recycling‑minded packaging. Under his leadership, Hiya has grown into a fast‑scaling, subscription‑based brand that drew the attention of USANA, which acquired a controlling stake in late 2024.

Many brands invest heavily in influencer marketing, yet few see consistent, scalable growth. Despite having access to creators and content, campaigns may fall short due to misaligned messaging, lack of authenticity, or a focus on short-term wins. How do you build a long-term influencer strategy that converts and drives sustainable revenue?

Adam Gillman, an expert in DTC growth strategy, shares how his team scaled a wellness brand by rejecting surface-level influencer tactics and instead focusing on creator relationships rooted in trust, relevance, and storytelling. Adam emphasizes selecting influencers not by follower count but by credibility with niche audiences, especially in sensitive markets like children's wellness. He advises brands to set clear creative guardrails while allowing influencers freedom in tone and delivery and to always tie campaigns to measurable, ROI-driven offers. By prioritizing authentic partnerships over ad placements and building a strong subscription model, Adam reveals a playbook for long-term customer retention and predictable growth.

In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Adam Gillman, Co-Founder and President of Hiya Health, about scaling with influencer-led marketing. Adam shares how authenticity outperforms reach, why UGC isn't always effective on-site, and how a subscription-only model lessened Hiya's market risk. Other highlights include creator compliance strategies, performance-focused partnerships, and long-term brand loyalty.

Dusty Majumdar is the CEO of PredxBio, a precision pathology company leveraging AI and spatial biology to transform cancer diagnostics and therapeutics. With over two decades of leadership experience in precision healthcare, he has held senior roles at the American Society of Clinical Oncology, IBM, Exact Sciences, and GE Healthcare. Dusty has spoken at numerous forums, including The Economist War on Cancer and a MIT plenary lecture on AI in healthcare.

Despite recent advances in cancer research, early detection and effective treatment remain major challenges. Traditional diagnostic tools often fail to fully capture the complex biological interactions driving tumor growth and therapy resistance. How can emerging technologies like AI and spatial biology help personalize cancer care and improve patient outcomes?

Spatial biology and AI can decode the tumor microenvironment at a much deeper level than genomics alone. By analyzing how cells organize and communicate within tumors, this approach can predict therapy responses with over 90% accuracy. Oncology, genomics, and AI-driven healthcare leader Dusty Majumdar emphasizes the importance of integrating multi-omic data, such as proteomics, transcriptomics, and metabolomics, to personalize treatment strategies. He envisions a future where virtual clinical trials drastically reduce development time and costs while improving trial success rates.

Tune in to this episode of Transaction Healthcare as host Zak Eisenberg chats with Dusty Majumdar, CEO of PredxBio, about using AI and spatial biology to transform oncology care. Dusty talks about liquid biopsy limitations, the role of regulatory bodies like the FDA, and the evolution of AI in healthcare.

Abby Fallacaro is the Senior Manager of Ecommerce at Edie Parker and Flower by Edie Parker, leading female-founded and operated lifestyle brands. With extensive experience in ecommerce management, she leads digital strategy and ecommerce operations for both brands, overseeing online sales, customer experience, and digital marketing initiatives. Abby has been instrumental in integrating lifestyle branding with product offerings, ensuring cohesive brand experiences across digital platforms. Before Edie Parker, she held various roles at Lewis, including Operations Manager, Ecommerce Manager, and Head of Ecommerce.

Marketing in regulated industries often presents unique challenges. With limited avenues for digital promotion, brands can struggle to maintain visibility and connect with their target audience. How can companies grow and scale their presence while working within these constraints?

Ecommerce expert Abby Fallacaro has helped build a lifestyle brand that resonates with its audience. She emphasizes the importance of understanding and nurturing a community that aligns with the brand's values. Abby also recommends focusing on authentic marketing tactics such as activation events and leveraging organic word-of-mouth marketing, even in a space with strict advertising regulations. Combining customer bases across various product lines can help bolster growth, and leveraging content strategies like blogging and social media can increase engagement and drive sales.

In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews Abby Fallacaro, Senior Manager of Ecommerce at Edie Parker and Flower by Edie Parker, about growing a brand in a highly regulated space. Abby discusses the importance of building a lifestyle brand, the challenge of cross-promoting various product lines, and how activation events can drive community engagement.

Mark X. Cronin is the Co-founder of John's Crazy Socks, a social enterprise he launched in 2016 with his son, John, who has Down syndrome, to spread happiness and champion inclusive employment. With a background in public service and healthcare innovation, Mark previously served as Director of Medicaid Health Services in New York City and held executive roles in healthcare management firms. He advocates for people with differing abilities, frequently speaking at organizations like the United Nations and the US Congress. Under Mark and John's leadership, John's Crazy Socks has fulfilled over two million orders, employs a diverse workforce, and has donated over $800,000 to charities supporting disability inclusion.

John Cronin is the Co-founder and Chief Happiness Officer of John's Crazy Socks, a social enterprise that spreads joy through colorful socks. Born in 1996 and diagnosed with Down syndrome, John has become a prominent advocate for people with differing abilities, delivering TEDx talks and speaking at the United Nations and US Congress. He made history in 2019 as the first person with Down syndrome to win the Ernst & Young Entrepreneur of the Year Award.

Many ecommerce brands struggle to differentiate themselves in a crowded market where products alone rarely inspire customer loyalty. While some attempt to use charitable initiatives or mission statements, these often come off as superficial or gimmicky. How can a brand authentically integrate purpose into its business model in a way that drives growth and builds genuine connections?

Social entrepreneur Mark X. Cronin and his co-founder son, John Cronin, share how building a mission-driven company rooted in inclusion and authenticity can create deep customer loyalty and sustainable impact. Mark, an advocate for people with differing abilities, and John, a passionate co-founder with Down syndrome, explain how their values inform every aspect of the business — from customer service to charitable giving. They advise business owners to start by uncovering their "why," embed values into daily operations, and involve their team and customers in the mission. Mark also emphasizes the importance of making personal touches and staying true to your identity, even when facing criticism.

In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews Mark X. Cronin and John Cronin, Co-founders of John's Crazy Socks, about building a purpose-first ecommerce brand. Mark and John delve into how personal touches drive customer loyalty, how purpose attracts like-minded employees, and why consistency is key to authentic branding. They also provide insights into social enterprise structures, inclusive hiring, and evolving company values.

Joe Carr is the Co-founder and President of Serenity Kids, an Austin-based baby food company dedicated to providing nutrient-dense, ethically sourced products for children. Alongside his wife and co-founder, Serenity Carr, Joe launched Serenity Kids in 2018 to revolutionize children's nutrition and empower future generations. With a background in youth services, nonprofit leadership, and life coaching, Joe brings a passion for child development and social impact to his role. He is also an autism advocate serving on the Advisory Board for the Autism Hope Alliance and is active in men's personal development through the ManKind Project.

Many DTC brands struggle to stand out in crowded markets while keeping customer acquisition costs under control. Traditional paid ads are expensive and short-lived, while organic strategies often take too long to show results. How can founders create authentic connections with customers and drive scalable growth without burning through the budget?

Joe Carr, a founder with deep expertise in e-commerce and early childhood nutrition, shares how leveraging guest podcast appearances can create evergreen traffic and boost conversions. Joe explains how being a subject matter expert, identifying niche white space in podcast content, and offering compelling affiliate incentives helped lower CAC and build lasting credibility. He also highlights the importance of understanding the customer journey and offers tips for crafting messaging that educates and connects, not just sells.

In this episode of Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Joe Carr, Co-founder and President of Serenity Kids, about how guest podcasting fuels long-term DTC growth. Joe discusses why unpaid promotions outperform traditional ads, how his team crafts affiliate offers, and how authenticity builds trust with parents. He also shares insights on launching his podcast, identifying topic white space, and positioning non-founder voices as brand advocates.

Dylan Kim is the Co-founder and Head of Marketing at Brevitē, a DTC backpack brand for creators, photographers, and commuters. Founded in 2014 by Dylan and his brothers, Brevitē creates premium everyday bags that fit both camera gear and daily essentials. Under Dylan's marketing leadership, the brand has cultivated a substantial social media following, notably achieving over 2.5 million followers across platforms like TikTok, YouTube, and Instagram. Dylan has also been recognized on Forbes' 30 Under 30 list in the retail and ecommerce category.

Despite the promise of social media virality, sustaining growth through unpaid content remains elusive for many ecommerce brands. Brevitē, a DTC backpack brand, has cracked the code, amassing a staggering 2.5 million followers across various platforms. What unique strategies did they employ to harness the power of organic social media and navigate challenges like rising acquisition costs?

The Co-founder of Brevitē, Dylan Kim, a seasoned marketing strategist with a proven track record in scaling consumer brands, outlines how his team leveraged short-form video to scale a DTC brand's social audience to over 2.5 million. Dylan emphasizes starting with a brand-led strategy rather than delegating social media to entry-level staff, ensuring content reflects the company's core message. He recommends consistent experimentation with a learning mindset, using tools like GA4 and post-purchase surveys to evaluate performance. Balancing content variety with purposeful iteration — rather than chasing trends or volume for its own sake — can help you engage your target audience.

In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Dylan Kim, Co-founder and Head of Marketing for Brevitē, about building a massive organic social presence. Dylan discusses using TikTok to spark viral growth, creating data-backed video strategies, and integrating brand storytelling into short-form content. He also explores attribution tools, platform-specific insights, and the importance of learning from every post.

John Ibbetson is the CEO of trueCABLE, a company specializing in low-voltage and fiber optic products. Under his leadership, trueCABLE has developed a comprehensive end-to-end solution, emphasizing reliability and customer support. With a background in business development, John previously held sales and account management roles at Distributor Wire & Cable, Bortek Industries, Inc., and Omni Cable.

Managing growth while keeping operations lean is one of the toughest challenges for scaling ecommerce companies. As teams expand, so do inefficiencies, repetitive tasks, and customer support burdens. How can brands streamline their operations without compromising customer experience or team agility?

John Ibbetson, an ecommerce automation expert, shares how he tackled these issues by prioritizing intelligent automation from the beginning. John automated order entry through ERP integrations, which allowed his team to stay small and focus on strategic growth initiatives. He emphasizes using customer feedback to guide automation decisions, especially in areas like returns and content support. John also discusses how building a rich library of educational content not only reduces support tickets but also strengthens brand trust. He warns, however, that automation must be balanced with accuracy and authenticity — particularly when content is technical and customer-facing.

In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews John Ibbetson, CEO of trueCABLE, about leveraging automation for strategic growth. John explains why automation is a business multiplier, reflects on failed automation experiments, and shares insights on building educational content, optimizing the customer journey, and staying lean.

Sean Agatep is the Co‑founder and Chief Operating Officer at Vincero Collective, a men's accessories brand specializing in premium watches and jewelry that blend style with personalization. Drawing on an early experience in manufacturing and sourcing in China, Sean leads Vincero's operations, including product development, logistics, and customer experience. Under his leadership, the company has emphasized personalized craftsmanship while building strong repeat-purchase loyalty and serving nearly 700,000 customers since 2014.

Ecommerce brands face the challenge of adding personalization without compromising operational efficiency or brand integrity. While customization can increase emotional connection and repeat purchases, it often introduces logistical and cost challenges that are difficult to justify without a clear ROI. How can a brand offer personalization in a scalable, meaningful way without compromising product experience or profitability?

Sean Agatep, an expert in ecommerce operations and product development, shares how his team validated demand for engraving through attachment rates on gift add-ons before making significant investments. Sean emphasizes starting small and testing personalization in-house before scaling with the right third-party logistics partner to handle fulfillment complexity. He also highlights the importance of sentimentality in product design, citing examples like birthstone pendants for new dads and custom messaging to elevate the gifting experience. For Sean, successful personalization is rooted not in gimmicks, but in thoughtful customer signals, lean testing, and long-term brand alignment.

In this episode of the Minds of Ecommerce, Raphael Paulin-Daigle interviews Sean Agatep, Co-founder and COO at Vincero Collective, about building a scalable personalization strategy. Sean discusses validating demand with low-risk tests, building custom infrastructure for engraving, and designing meaningful gift experiences. He also touches on branding pitfalls, key logistics challenges, and how personalization impacts packaging and messaging.

Eric del Valle is the Director of Ecommerce at Onewheel, a self-balancing electric skateboard brand developed by Future Motion. With a background that includes experience at Google and various DTC startups, Eric leverages behavioral psychology to enhance customer acquisition and user experience strategies. Under his leadership, Onewheel has grown significantly by transitioning marketing efforts from mere awareness to deeper customer consideration.

Many brands struggle when their once-thriving marketing tactics hit a wall, leaving them wondering how to sustain growth in a shifting market. How do you take customers beyond simple awareness and move them into true consideration — especially when your product comes with a high price tag and a niche appeal? The challenge lies in breaking through audience assumptions and reshaping brand perceptions to tap into a wider, more willing customer base.

Eric del Valle, an expert in ecommerce and behavioral psychology, shares how his team overcame these hurdles by focusing on authentic user stories and deep customer research. Eric highlights how Onewheel identified an unexpected core demographic, leveraged emotional testimonials, and restructured marketing to focus on relatability over features. By employing strategies like reducing product price points, simplifying purchase bundles, and removing unnecessary micro-decisions in the funnel, niche brands can make it easier for hesitant buyers to commit.

In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Eric del Valle, Director of Ecommerce at Onewheel, about transforming marketing strategies for lasting growth. Eric discusses customer-driven marketing, price point adjustments, and optimizing the buyer journey. He also delves into overcoming audience misconceptions, leveraging authentic stories, and removing decision fatigue to boost conversions.

Mike Lewis is the Vice President of Bison Coolers, a family-owned outdoor gear company based in Fort Worth, Texas. Since joining the company in 2022, he has spearheaded initiatives emphasizing American craftsmanship and innovation, including launching the Bison Trax Wheel System for enhanced cooler mobility. With a background in ecommerce and DTC strategies, Mike has been instrumental in driving the brand's growth and expanding its market presence. His leadership continues to shape Bison Coolers' commitment to quality and customer satisfaction.

In the crowded and competitive world of ecommerce, how can brands stand out, keep customers engaged, and acquire new buyers without burning through massive ad budgets? Many businesses struggle to balance product innovation with operational risks, often hesitating to launch new products for fear they won't sell. Learn the strategy that enabled a brand to test, adapt, and scale without jeopardizing core operations.

Mike Lewis, an expert in ecommerce growth and DTC strategy, shares how his team uses limited edition product drops and seasonal releases to drive customer acquisition and retention. Mike explains the importance of testing small product batches, using data and customer reactions to identify winners, and continuously iterating based on performance. He emphasizes the need to "fail fast," leverage emotional buying triggers, align cross-functional teams, and stay nimble with ad budgets to maximize return and lifetime value.

In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Mike Lewis, Vice President of Bison Coolers, about using limited edition products to fuel growth. Mike shares insights on leveraging Facebook ads, managing inventory challenges, and educating leadership teams on marketing metrics. Tune in for insights on balancing corporate sales, navigating algorithm changes, and building long-term customer value.