2X eCommerce Podcast – Details, episodes & analysis

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Shownote available on: https://2xecommerce.com/podcast/ep450/

S9 EP52:
Kelley Thornton is the co-founder and CEO of Tiege Hanley, a direct-to-consumer men’s skincare company that focuses on simplifying skincare for men. With a background in entrepreneurship and marketing, Kelley has led Tiege Hanley to become a multi-million-dollar business, with a significant presence in both DTC and emerging platforms like TikTok Shop. Under his leadership, the company continues to expand internationally and into wholesale channels.

Here’s how Tiege Hanley, the men’s skincare brand, sustains bottom-line growth in a challenging market. CEO Kelley Thornton outlines the strategic steps they’ve taken to optimize operations, control costs, and navigate supply chain disruptions. Learn how the brand continues to drive profitability while scaling, using efficient practices and adaptive strategies tailored to market conditions.

• (00:00) - Introduction and Business Overview
• (00:08) - Challenges and Strategies in 2022
• (00:18) - Google's Q4 Expectations
• (01:17) - Scaling a DTC Brand: Insights from Kelly Thornton
• (02:20) - Welcome Back, Kelly Thornton
• (03:40) - Operations and Logistics in Chicago
• (06:46) - P&L Management and Profitability
• (09:55) - Impact of Elections on Business
• (17:47) - Cost Management Strategies
• (23:33) - Marketing Efficiency and Channel Management
• (30:53) - Investment Priorities and Channel Diversification
• (34:47) - Diversifying Marketing Channels
• (35:31) - Evaluating Channel Performance
• (36:45) - Data-Driven Decision Making
• (38:47) - Customer Acquisition Strategies
• (42:09) - Subscription Models and Customer Experience
• (46:55) - Exploring New Sales Channels
• (53:32) - Influencer Marketing Evolution
• (57:53) - Future Outlook and Expansion Plans
• (59:30) - Final Thoughts and Advice for Entrepreneurs
• (01:01:46) - Conclusion and Wrap-Up

• Website: Tiege Hanley → https://www.tiege.com/
• LinkedIn: Kelley Thornton → https://www.linkedin.com/in/kelleythornton-ceo-tiege-hanley/

Connect with 2X eCommerce:

• Website: 2X eCommerce Website → https://2xecommerce.com/podcast/
• Instagram: 2X eCommerce Instagram → https://www.instagram.com/2xecommerce/
• Twitter: 2X eCommerce Twitter → https://twitter.com/2XeCommerce
• YouTube: 2X eCommerce YouTube → https://www.youtube.com/@2XeCommerce/

Get a Copy of Kunle’s Book
Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.

• Buy on Amazon → https://amzn.to/3ybY6WS
• Buy on Walmart → https://bit.ly/3swOuDe
• Buy on Kogan Page → https://bit.ly/44DylLn
• Buy on Barnes & Noble → https://bit.ly/3Pgd4B4
• Buy on WHSmith → https://bit.ly/4bfr9r3

Creators & Guests

• Kunle Campbell - Host
• Kelley Thornton - Guest

Subscribe to Our Conscious Commerce Newsletter:
Stay updated with the latest insights and tips by subscribing to our newsletter here: https://subscribe.2xecommerce.com

S9 EP51:
Kathy Guzmán Galloway is the founder and CEO of The Clarity Wizard, a consultancy dedicated to mastering the art of brand positioning. With over 20 years of experience, Kathy has honed her expertise in marketing with both Fortune 500 companies and dynamic DTC brands, transforming their strategies to create meaningful connections with consumers.

Kathy is a champion of mastering your "Brand Fundamentals"—Positioning, Purpose, Mission, Values, and Identity. Through her Clarity Catalyst Workshop, she empowers brands to gain crystal-clear clarity on these core elements and effectively leverage them in the marketplace. As a Master Teacher for SKU, the CPG Accelerator, Kathy also lends her knowledge to startup founders through programs like 7-Eleven's Brands with Heart and REI + Founded Outdoors' BIPOC accelerator, helping them craft impactful brand stories and drive success.

 
Guest’s Links: 

• Website: The Clarity Wizard → https://www.theclaritywizard.com/
• LinkedIn: Kathy (Guzmán) Galloway → https://www.linkedin.com/in/kathygalloway/

Connect with 2X eCommerce:

• Website: 2X eCommerce Website → https://2xecommerce.com/podcast/
• Instagram: 2X eCommerce Instagram → https://www.instagram.com/2xecommerce/
• Twitter: 2X eCommerce Twitter → https://twitter.com/2XeCommerce
• YouTube: 2X eCommerce YouTube → https://www.youtube.com/@2XeCommerce/

Get a Copy of Kunle’s Book
Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.

• Buy on Amazon → https://amzn.to/3ybY6WS
• Buy on Walmart → https://bit.ly/3swOuDe
• Buy on Kogan Page → https://bit.ly/44DylLn
• Buy on Barnes & Noble → https://bit.ly/3Pgd4B4
• Buy on WHSmith → https://bit.ly/4bfr9r3

Creators & Guests

• Kunle Campbell - Host
• Kathy Guzmán Galloway - Guest

In this brief episode of the 2X eCommerce podcast, host Kunle Campbell provides an update on the podcast’s schedule and his personal plans. Key highlights include:

- August Break: Kunle will be taking the rest of August off to recharge and spend time with family.
- Importance of Rest: Emphasis on the importance of sleep and mental health.
- Interim Content: Short episodes will be released every three days, featuring key clips from past episodes.
- September Preview: Upcoming focus on Q4 planning, Black Friday, and Cyber Monday strategies.
- New Newsletter: Introduction of the 'Conscious Commerce' newsletter, blending health, mindset, and commerce tips.

Thank you for your continued support and we look forward to returning in September with renewed energy and valuable insights.

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Creators & Guests

• Kunle Campbell - Host

This session brings together the tastiest in food and beverage brand builders. They’re sure to have your mouth watering by the end of this talk. You’ll learn why the unboxing experience is just as satisfying for customers as consuming your product, how retail partners are treating their brands and what this means for the industry, which channels best-in-class brands are prioritizing, and more. You’ll also leave with the low-down on the capital investment landscape specific to food and beverage, as well as who is making money, raising money, or just plain going bust (and why). 

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This event has been proudly sponsored by our good friends at Richpanel.

Not every customer query should turn into a support ticket. Richpanel is an all-in-one customer service platform for E-commerce brands that lets you cut down over 50% of tickets through self-service. 

We are grateful for their invaluable support as Platinum Commerce Accel Partners. 

---

We are extremely grateful for the support and partnership of our partners. Thank you for making this event a success.

Gold Partners: 

Partner Hero – PartnerHero is a customer service outsourcing provider that’s built for the needs of scaling and high-growth startups. Partner Hero offer flexible terms, fast onboarding, and the ability to scale teams quickly; perfect for fast-growing DTC ecommerce businesses. 

CustomerLabs – CustomerLabs No-Code CDP platform help businesses utilise their first-party audience to drive higher their ROAS. CustomerLabs gives businesses the capabilities to sync and use their first-party audience in more than 100 marketing tools.  

Copper Partners: 

Semrush – Semrush enables companies of all stripes, from startups, big name DTC brands, to B2B powerhouses, to ​​Do SEO, content marketing, competitor research, PPC and social media marketing from just one platform and get measurable results from online marketing. 

VideoWise – VideoWise enables retailers to create shoppable videos for Shopify to uplift conversions, sell more, and engage consumers with interactive experiences.

Fera – Fera enables brands to earn their customers’ trust through beautiful, simple reviews for eCommerce. With Fera retailers can Easily collect, show & grow customer reviews, photos & videos for their business. Fera are trusted by thousands of top brands like Fiji Water, The Wonderful Company, and Bikini.com

Do ads work on Gen Z and Gen Alpha? What does a content creator pro’s process look like? What are some mistakes that you might be making but need to avoid in ad creative? Our expert panel answers it all for you and more. You’ll leave with their go to ad creative strategies, and the tools you need to be a creative pro.

---

This event has been proudly sponsored by our good friends at Richpanel.

Not every customer query should turn into a support ticket. Richpanel is an all-in-one customer service platform for E-commerce brands that lets you cut down over 50% of tickets through self-service. 

We are grateful for their invaluable support as Platinum Commerce Accel Partners. 

---

We are extremely grateful for the support and partnership of our partners. Thank you for making this event a success.

Gold Partners: 

Partner Hero – PartnerHero is a customer service outsourcing provider that’s built for the needs of scaling and high-growth startups. Partner Hero offer flexible terms, fast onboarding, and the ability to scale teams quickly; perfect for fast-growing DTC ecommerce businesses. 

CustomerLabs – CustomerLabs No-Code CDP platform help businesses utilise their first-party audience to drive higher their ROAS. CustomerLabs gives businesses the capabilities to sync and use their first-party audience in more than 100 marketing tools.  

Copper Partners: 

Semrush – Semrush enables companies of all stripes, from startups, big name DTC brands, to B2B powerhouses, to ​​Do SEO, content marketing, competitor research, PPC and social media marketing from just one platform and get measurable results from online marketing. 

VideoWise – VideoWise enables retailers to create shoppable videos for Shopify to uplift conversions, sell more, and engage consumers with interactive experiences.

Fera – Fera enables brands to earn their customers’ trust through beautiful, simple reviews for eCommerce. With Fera retailers can Easily collect, show & grow customer reviews, photos & videos for their business. Fera are trusted by thousands of top brands like Fiji Water, The Wonderful Company, and Bikini.com

Current market conditions are perhaps a Perfect Storm for ecommerce: Stratospherically high inflation, low consumer confidence and spiraling Customer Acquisition Costs. So what do you do when consumer confidence has hit record lows? How do you navigate inflation? What is the lipstick effect and can your business benefit from it? Get answers to all these questions and more, as well as a high-level strategic overview from our CMOs and marketing leaders. 

---

This event has been proudly sponsored by our good friends at Richpanel.

Not every customer query should turn into a support ticket. Richpanel is an all-in-one customer service platform for E-commerce brands that lets you cut down over 50% of tickets through self-service. 

We are grateful for their invaluable support as Platinum Commerce Accel Partners. 

---

We are extremely grateful for the support and partnership of our partners. Thank you for making this event a success.

Gold Partners: 

Partner Hero – PartnerHero is a customer service outsourcing provider that’s built for the needs of scaling and high-growth startups. Partner Hero offer flexible terms, fast onboarding, and the ability to scale teams quickly; perfect for fast-growing DTC ecommerce businesses. 

CustomerLabs – CustomerLabs No-Code CDP platform help businesses utilise their first-party audience to drive higher their ROAS. CustomerLabs gives businesses the capabilities to sync and use their first-party audience in more than 100 marketing tools.  

Copper Partners: 

Semrush – Semrush enables companies of all stripes, from startups, big name DTC brands, to B2B powerhouses, to ​​Do SEO, content marketing, competitor research, PPC and social media marketing from just one platform and get measurable results from online marketing. 

VideoWise – VideoWise enables retailers to create shoppable videos for Shopify to uplift conversions, sell more, and engage consumers with interactive experiences.

Fera – Fera enables brands to earn their customers’ trust through beautiful, simple reviews for eCommerce. With Fera retailers can Easily collect, show & grow customer reviews, photos & videos for their business. Fera are trusted by thousands of top brands like Fiji Water, The Wonderful Company, and Bikini.com

This session promises the best minds in messaging, integrated campaign management, and lifecycle marketing to show you how you need to engage your consumers from start to finish – so that you can create a brand whose journey itself becomes the destination for consumers. Discover how best in class brands are engaging consumers across touch points, and throughout their relationship, to create relationships that stand the test of time. 

---

This event has been proudly sponsored by our good friends at Richpanel.

Not every customer query should turn into a support ticket. Richpanel is an all-in-one customer service platform for E-commerce brands that lets you cut down over 50% of tickets through self-service. 

We are grateful for their invaluable support as Platinum Commerce Accel Partners. 

---

We are extremely grateful for the support and partnership of our partners. Thank you for making this event a success.

Gold Partners: 

Partner Hero – PartnerHero is a customer service outsourcing provider that’s built for the needs of scaling and high-growth startups. Partner Hero offer flexible terms, fast onboarding, and the ability to scale teams quickly; perfect for fast-growing DTC ecommerce businesses. 

CustomerLabs – CustomerLabs No-Code CDP platform help businesses utilise their first-party audience to drive higher their ROAS. CustomerLabs gives businesses the capabilities to sync and use their first-party audience in more than 100 marketing tools.  

Copper Partners: 

Semrush – Semrush enables companies of all stripes, from startups, big name DTC brands, to B2B powerhouses, to ​​Do SEO, content marketing, competitor research, PPC and social media marketing from just one platform and get measurable results from online marketing. 

VideoWise – VideoWise enables retailers to create shoppable videos for Shopify to uplift conversions, sell more, and engage consumers with interactive experiences.

Fera – Fera enables brands to earn their customers’ trust through beautiful, simple reviews for eCommerce. With Fera retailers can Easily collect, show & grow customer reviews, photos & videos for their business. Fera are trusted by thousands of top brands like Fiji Water, The Wonderful Company, and Bikini.com

In this session, our expert panelists dive deep into everything you need to know coming into Q4. We cover the best ways to stand out to consumers when they’re being targeted by so many brands, what you need to do during a period where returns can be as high as 40 percent (sometimes more) and more. Our panelists will also reveal their specific playbooks, and what has gone well for them in 2022 (as well as what hasn’t). This session is the ultimate drill down into how to set yourself up for success in Q4, as well as how to avoid the thorniest of peak shopping season issues.

---

This event has been proudly sponsored by our good friends at Richpanel.

Not every customer query should turn into a support ticket. Richpanel is an all-in-one customer service platform for E-commerce brands that lets you cut down over 50% of tickets through self-service. 

We are grateful for their invaluable support as Platinum Commerce Accel Partners. 

---

We are extremely grateful for the support and partnership of our partners. Thank you for making this event a success.

Gold Partners: 

Partner Hero – PartnerHero is a customer service outsourcing provider that’s built for the needs of scaling and high-growth startups. Partner Hero offer flexible terms, fast onboarding, and the ability to scale teams quickly; perfect for fast-growing DTC ecommerce businesses. 

CustomerLabs – CustomerLabs No-Code CDP platform help businesses utilise their first-party audience to drive higher their ROAS. CustomerLabs gives businesses the capabilities to sync and use their first-party audience in more than 100 marketing tools.  

Copper Partners: 

Semrush – Semrush enables companies of all stripes, from startups, big name DTC brands, to B2B powerhouses, to ​​Do SEO, content marketing, competitor research, PPC and social media marketing from just one platform and get measurable results from online marketing. 

VideoWise – VideoWise enables retailers to create shoppable videos for Shopify to uplift conversions, sell more, and engage consumers with interactive experiences.

Fera – Fera enables brands to earn their customers’ trust through beautiful, simple reviews for eCommerce. With Fera retailers can Easily collect, show & grow customer reviews, photos & videos for their business. Fera are trusted by thousands of top brands like Fiji Water, The Wonderful Company, and Bikini.com

This session has it all. Our expert panel covers everything from capital raising, attribution, whitelisting with influencers, category creation, and more. Throughout the next 40 minutes, this group of heavy-hitters in the eCommerce industry will reveal all – showing you what you need to prepare for Q4 this year, and why what you did last year might not be enough in what is expected to be a very competitive final quarter of the year. 

---

This event has been proudly sponsored by our good friends at Richpanel.

Not every customer query should turn into a support ticket. Richpanel is an all-in-one customer service platform for E-commerce brands that lets you cut down over 50% of tickets through self-service. 

We are grateful for their invaluable support as Platinum Commerce Accel Partners. 

---

We are extremely grateful for the support and partnership of our partners. Thank you for making this event a success.

Gold Partners: 

Partner Hero – PartnerHero is a customer service outsourcing provider that’s built for the needs of scaling and high-growth startups. Partner Hero offer flexible terms, fast onboarding, and the ability to scale teams quickly; perfect for fast-growing DTC ecommerce businesses. 

CustomerLabs – CustomerLabs No-Code CDP platform help businesses utilise their first-party audience to drive higher their ROAS. CustomerLabs gives businesses the capabilities to sync and use their first-party audience in more than 100 marketing tools.  

Copper Partners: 

Semrush – Semrush enables companies of all stripes, from startups, big name DTC brands, to B2B powerhouses, to ​​Do SEO, content marketing, competitor research, PPC and social media marketing from just one platform and get measurable results from online marketing. 

VideoWise – VideoWise enables retailers to create shoppable videos for Shopify to uplift conversions, sell more, and engage consumers with interactive experiences.

Fera – Fera enables brands to earn their customers’ trust through beautiful, simple reviews for eCommerce. With Fera retailers can Easily collect, show & grow customer reviews, photos & videos for their business. Fera are trusted by thousands of top brands like Fiji Water, The Wonderful Company, and Bikini.com

This session is delivered by the greatest minds in media buying and social advertising today. You’ll learn the top challenges in media buying, how the current economic climate is compounding thorny issues and the tactics and strategies you need to overcome them. This expert panel will teach you the emerging ad formats that are capturing attention today, and give you all the resources you need to scale your brand. Not to mention you will get their exact Q4 playbooks for social media advertising on platforms like TikTok and Facebook.

---

This event has been proudly sponsored by our good friends at Richpanel.

Not every customer query should turn into a support ticket. Richpanel is an all-in-one customer service platform for E-commerce brands that lets you cut down over 50% of tickets through self-service. 

We are grateful for their invaluable support as Platinum Commerce Accel Partners.

---

We are extremely grateful for the support and partnership of our partners. Thank you for making this event a success.

Gold Partners: 

Partner Hero – PartnerHero is a customer service outsourcing provider that’s built for the needs of scaling and high-growth startups. Partner Hero offer flexible terms, fast onboarding, and the ability to scale teams quickly; perfect for fast-growing DTC ecommerce businesses. 

CustomerLabs – CustomerLabs No-Code CDP platform help businesses utilise their first-party audience to drive higher their ROAS. CustomerLabs gives businesses the capabilities to sync and use their first-party audience in more than 100 marketing tools.  

Copper Partners: 

Semrush – Semrush enables companies of all stripes, from startups, big name DTC brands, to B2B powerhouses, to Do SEO, content marketing, competitor research, PPC and social media marketing from just one platform and get measurable results from online marketing. 

VideoWise – VideoWise enables retailers to create shoppable videos for Shopify to uplift conversions, sell more, and engage consumers with interactive experiences.

Fera – Fera enables brands to earn their customers’ trust through beautiful, simple reviews for eCommerce. With Fera retailers can Easily collect, show & grow customer reviews, photos & videos for their business. Fera are trusted by thousands of top brands like Fiji Water, The Wonderful Company, and Bikini.com

Thank you and join us for another round of exciting conversations tomorrow. We start the day with the session on ‘How to Navigate Your Targeting and Marketing in a Cookieless World’ moderated by Chloë Thomas, Founder of both the eCommerce Masterplan AND the brand new Keep Optimising marketing podcasts at 12:15hours. In the meanwhile, take a journey through the exhibition for an exciting engagement with our partners.