In this episode, Julie Spear, Head of Retail Marketplaces Services at Acadia, and Jordan Ripley, Director of Operations at Acadia, are joined by AJ Patel, VP of Global Growth at U Beauty.

They delve into the world of e-commerce, discussing topics such as the transition from analytics to e-commerce, the positioning of Ubeauty in the market, channel-specific marketing strategies, the role of organic marketing efforts, key performance metrics for Amazon, and the importance of profitability in an e-commerce business.

In this episode, Julie, Jordan and AJ discuss:

• Transition from Analytics to E-commerce: AJ Patel shares insights on transitioning from an analytics role to a more generalist role in e-commerce and the opportunities it presented for leveraging his skillset.

• Positioning of Ubeauty: The discussion highlights the innovative Siren capsule technology used by Ubeauty, allowing targeted skincare delivery and the brand's focus on sustainability.

• Channel-specific Marketing Strategies: AJ elaborates on how Ubeauty tailors its approach for different channels, including in-store presentations, the esthetician program, educational content on product detail pages, and leveraging influencers.

• Role of Organic Marketing Efforts: The importance of organic marketing efforts and the challenge of measuring their impact, with a focus on the investment in content and branding.

• Key Performance Metrics for Amazon: AJ discusses the metrics used to measure the performance and health of Ubeauty's Amazon account, emphasizing customer acquisition cost (CAC) over average order value (AOV) and customer lifetime value.

• Importance of Profitability: The conversation underscores the significance of driving profit in addition to growth for e-commerce businesses and having a thorough understanding of channel-specific metrics and their roles in the overall strategy.