Explore every episode of the podcast Customers Who Click: How DTC Leaders Turn Traffic into Revenue

Connor Swegle is CMO of Priority Bicycles, a direct-to-consumer brand known for low maintenance, belt drive bikes that ship 95% assembled. He explains why Priority builds its top of funnel around "why wouldn't they buy" rather than market size, and shares the story behind its best ever ad, a rainy day puddle shoot that beat every paid campaign it has run. He also breaks down why the brand dropped a free lock offer for relevant accessory bundles, and why he ignores platform ROAS for on-site data. Listen to hear how a mature category keeps finding new ways to grow.

Emily Byrne is founder of Rise Centered, which makes a sunrise alarm clock from Himalayan salt and wood with no app, no wifi and no subscription. After a career in art, design and wine, she built it because every alarm clock she tried made her use her phone to set it up. She talks about why Meta ads comparing her clock to a subscription based competitor convert so well, how founder led communication and customer photos build trust, and the cash flow challenges of a hand made hardware business. Listen to hear how simplicity became her strongest sales pitch.

Jennifer Villalba is CX director at 32 Degrees, the apparel brand, after almost four years there and five years before that at Apple's retail stores. She talks about bringing in AI to handle low effort tickets ahead of Q4, why her team wants to be seen as a revenue driver, not a cost centre, and how ParcelLab's tracking page became the most visited page on their site with 200,000 sessions in a month. She also explains how return data caught a real manufacturing fault. Listen to hear how a lean CX team preps for peak season.

Manuel Fernández is head of conversion and consumer activation for Electrolux's D2C e-commerce business. Originally from Spain and now based back in Spain after a decade in Sweden, he moved into e-commerce via the Nordic eyewear brand Lensway before joining Electrolux in 2017. He talks about running Black November across 24 European markets, why traffic is getting more expensive as shoppers start searching on marketplaces and AI tools instead of Google, and how Electrolux personalises the on-site journey by intent instead of distracting shoppers with pop-ups. Listen to hear how a B2B led appliance giant is building its D2C playbook.

Marianna Satanas is president of North America for HANRO USA, the Swiss loungewear brand now based in Austria. After years at Net-a-Porter and DKNY, she has spent three years leading HANRO’s US business through a full site replatform, its first paid social strategy, and a clienteling programme built on one to one relationships. She talks about the lifestyle image that has outsold product shots since May, why return rates have stayed flat through rapid growth, and why new customers are spending more than loyal ones. Listen to hear how she's planning for HANRO’s next generation of customers.

Aaron Argueta has spent 10 years building Bailey's CBD for Pets in a category where paid media barely functions, and last month 75% of his website customers were returning buyers. He explains how a vendor booth at a dog show became his most reliable acquisition channel, why naming the problem turned two product lines into the best sellers, and how stacked subscription incentives now do the work an ad budget would. A useful listen if you're building growth on channels you actually own.

Darcy Laceby co-founded Absolute Collagen with her mum in 2017, building it into one of the UK's fastest growing companies. She joins Will Laurenson to explain how the brand uses traceability, naming the exact 27 farms its fish come from and running a 130-person clinical trial with 30,000 data points, to stand out in a market full of unverified claims. They cover why most brands run on 80% marketing and 20% science, how a 15,000-member Facebook group builds more trust than any published stat, and why a skipped month is never penalised. Press play to hear how she balances rigour with trust.

Scott Sorensen is CMO at Toor Knives, a 100% American-made knife brand that is completely locked out of paid advertising. Tactical knives sit alongside firearms in the eyes of the ad platforms, so Scott has built growth without them. He explains how ambassador and affiliate programmes with genuine users drive most of Toor's new traffic, why "knives made in the USA" is one of the brand's top search terms, and how the average customer goes on to buy three more knives within 12 months. A useful listen for anyone building demand without paid media.

Greg Shugar owns Beau Ties of Vermont, a made-in-America neckwear brand that manufactures everything itself. After 2 flat years, the business is up over 40% year over year, and the reason is not what most people expect. Greg breaks down the SEO work behind the lift, the merchandising decision that pinned 8 formal ties permanently to the top of the collection page, why he shows every new product inside the email rather than teasing it, and why a low click-through rate is not a problem if sales rise. A grounded conversation about niche ecommerce.

Sean Wendt, founder of D2C MVP, spent years selling ecommerce software at PostScript and Taito before building a community that connects brands with vendors through direct feedback instead of sales pitches. He and Will discuss why consolidation has replaced tool acquisition as most brands' priority, why signing up for a vendor's team matters as much as the software, and how reframing a pitch around lifetime value took Sean's numbers from one interested brand in ten to nine in ten. They also cover a wishlist tactic worth stealing from John Lewis. Good listening for anyone tired of demo calls going nowhere.

Brandon Horoho, co-founder and CMO of Montana Knife Company, returns to share what's changed since their last chat: a move into a 51,000 square foot facility, a grand opening that drew over 8,000 people, and the launch of MKC's first pocket knife after 5.5 years of demand. He breaks down how the brand markets hunting knives despite constant ad restrictions, why MKC ran 4 separate Black Friday sales instead of one, and the numbers behind a customer base that owns an average of 3 knives each. Worth a listen for anyone selling into a heavily regulated category.

Rob Kenny joins Will Laurenson to explain how New Yorker Bagels turned a wholesale bakery into a national fresh food ecommerce business. He shares how the company ships bagels baked to order, why 2-day delivery beat unreliable overnight shipping, and what it takes to build a brand from a business that never needed one. The episode covers Meta and Google acquisition, repeat purchases, subscriptions, wholesale direct, customer messaging, TikTok content pressure, and the operational strain of keeping fresh food genuinely fresh across the US. It also shows how small UX decisions can protect margins and keep loyal customers ordering again.

Janie Brooks Heuck, Managing Director of Brooks Winery, joins Will Laurenson to discuss how AI, customer experience, and hospitality are shaping the future of wine marketing. From personalised wine recommendation quizzes and dynamic ecommerce tools to loyalty programmes and collaborative wine clubs, Janie shares practical insights into acquiring and retaining customers in a highly competitive market. She also explains how Brooks Winery has built a loyal following through storytelling, sustainability, and creating experiences that go far beyond wine tasting. A valuable conversation for anyone interested in ecommerce, customer retention, and brand building.

Alan Dowell, Digital Director at Escentual, joins Will Laurenson to discuss 18 years of ecommerce lessons, Shopify migration challenges, AI adoption, and customer retention. Alan shares how Escentual moved away from a complex custom platform, the mistakes made during the transition, and why testing, governance and simplicity matter more than ever. The conversation covers Google Shopping, conversion optimisation, app overload, replenishment marketing, and the future impact of AI on ecommerce. If you're navigating platform changes, managing a lean team, or looking to improve acquisition and retention performance, this episode offers practical insights.

Percival's Global Marketing Director Ian Mackey joins Will Laurenson to discuss what is driving growth in fashion ecommerce today. They explore creative-first advertising strategies, Meta's evolving algorithms, conversion optimisation, retention tactics and the realities of scaling a premium menswear brand. Ian shares how Percival approaches creative diversity, product page optimisation, loyalty programmes and customer lifetime value, while also revealing the biggest challenges facing modern fashion brands. If you're interested in performance marketing, ecommerce growth and balancing acquisition with retention, this episode offers practical insights from a fast-growing DTC brand.

Matthew Lawson, Chief Digital Officer at Ribble Cycles, shares how premium brands can grow without obsessing over short-term conversions. From building teams that thrive on momentum to using AI as a productivity multiplier, Matthew explains how people, processes, and customer understanding drive sustainable growth. We discuss attribution modelling, high-consideration purchase journeys, conversion optimisation, and why removing friction often works better than adding more tactics. Matthew also reveals how Ribble approaches retention, customer experience, and brand building in a category where customers may spend years deciding before they buy.

Nick Mertz, President and CEO of Pins and Aces, joins Will Laurenson to discuss how he built a golf brand that is approaching $30 million in annual revenue. They explore profitable scaling, customer acquisition, TikTok Live, Whatnot, licensing partnerships and the power of community-driven ecommerce. Nick shares how Pins and Aces uses limited drops, paid memberships and live shopping events to drive loyalty and growth while keeping acquisition costs under control. If you're interested in ecommerce, brand building, customer retention and organic marketing strategies that actually work, this episode offers practical lessons from a rapidly growing business.

Nicola Dickson, Trading and Optimisation Manager at Moss, joins Will Laurenson to discuss how experimentation, customer psychology, and ecommerce strategy shape the online shopping experience for menswear customers. They explore successful CRO tests, failed search experiments, AI-powered personalisation, and the challenges of selling higher-value products online. Nicola also shares how Moss is approaching customer retention, content strategy, and one of its biggest-ever brand campaigns aimed at attracting new audiences across the UK. This episode offers practical insight into balancing conversion, customer confidence, and long-term brand building in modern retail.

Emily Schlackman, Director of Retention at Mack Weldon, joins Will Laurenson to discuss how modern ecommerce brands balance retention, acquisition, and customer experience in an overcrowded digital market. They explore the role of AI in retention marketing, why brand awareness still matters, and how aggressive revenue-focused strategies can damage long-term customer loyalty. Emily also shares practical insights into loyalty programmes, bundling strategies, SMS marketing, partnerships, and product education. This episode offers a detailed look at how successful DTC brands are adapting to changing consumer expectations while trying to build stronger, longer-lasting customer relationships.

Jacqueline Wicks, Chief Commercial Officer at Power Plate and founder of Peer Trainer, joins Will Laurenson to discuss consumer health, AI workflows, premium product marketing, and customer experience. Jackie explains how she helped build one of the first online fitness communities before social media existed, why she believes AI is only as effective as the prompts behind it, and how Power Plate markets a $3,000 wellness product through education and trust. The conversation also explores whole-body vibration technology, long-consideration purchases, and why great customer service often comes down to making people feel understood rather than corrected.

Luis Mata, founder and CEO of Meat N Bone, joins Will Laurenson to discuss building a premium meat brand in a market dominated by supermarkets and commodity products. They explore customer acquisition, retention, online food retail, and why consumers increasingly value experiences over convenience alone. Luis shares how Meat N Bone evolved from an online-only business into a multi-channel brand with boutiques and steakhouses, while maintaining a focus on quality and transparency. The conversation also covers subscription models, logistics, customer trust, and the realities of competing in premium food e-commerce without sacrificing product quality.

Nick Tefft joins Will Laurenson to break down the overlooked e-commerce fundamentals that still drive serious growth. From practical personalisation and site search optimisation to filtering systems, reviews, and social proof, Nick explains why brands often ignore the basics while chasing AI trends. He shares lessons from scaling his own Shopify store to £350k a year and reveals how Abbott Lyon achieved 10 to 15% conversion uplifts through smarter customer segmentation and messaging consistency. If you want to improve conversion rates without overcomplicating your website experience, this episode is packed with practical ideas and honest insights.

Robert Patton, founder of Sheath Underwear, joins Will Laurenson to share the reality of building a successful e-commerce brand over 17 years. From failed product launches and Kickstarter campaigns to UFC sponsorships and influencer marketing, Robert explains the challenges of growing in a crowded market while managing manufacturing issues, customer retention, and rising competition. The conversation also explores AI, Reddit marketing, fulfilment strategy, and the importance of customer service in long-term brand growth. If you want an honest look at what it takes to build and sustain a modern consumer brand, this episode delivers practical lessons throughout.

Hannah Collins, Head of Digital at Moth Drinks, joins Will Laurenson to discuss how the premium canned cocktail brand is growing across retail and direct-to-consumer channels. They explore customer acquisition, retention, loyalty, and the challenge of building a premium alcohol brand in heavily regulated digital spaces. Hannah shares how Moth uses discovery packs, seasonal products, community engagement, and authentic brand conversations to drive growth while expanding internationally. The episode also covers the role of Reddit, TikTok restrictions, customer loyalty beyond discounts, and how Moth positions itself as a premium solution for modern consumers.

Andrew Hendricks, Senior Director of Digital Strategy at Blain’s Farm & Fleet, joins Will Laurenson to discuss how AI is transforming modern retail. From personalisation at scale and predictive customer journeys to simplifying checkout flows and improving customer acquisition, Andrew shares how Blain’s is blending traditional retail values with advanced digital strategy. The conversation explores AI governance, storytelling in e-commerce, customer convenience, and the future of AI shopping agents. If you’re interested in DTC growth, customer experience, and how retailers are adapting to rapidly changing consumer behaviour, this episode offers practical insights and forward-looking ideas.

Jane Wagman, co-founder of Pride and Groom, breaks down how to build a brand in a crowded market without relying on paid hype. From leveraging the Oprah effect to mastering search intent and partnerships, she shares how they acquire customers without overspending. The conversation covers the challenge of breaking through generic positioning, why product performance drives retention, and how to balance DTC with Amazon. Jane also explains their shift towards positioning grooming as part of pet wellness and longevity, highlighting why preventative care is becoming a key driver of growth in the category.

Nicky Fiorentino breaks down how he’s scaling a premium DTC meat brand using AI across acquisition, retention, and conversion. From building custom Google Ads analysis tools to automating hyper-segmented email campaigns, he explains how AI enables faster decisions and more personalised customer journeys. He also shares how AI-powered voice calls are recovering abandoned carts and uncovering real-time customer feedback. The conversation dives into the challenges of scaling a high-end product, improving perceived value without heavy discounting, and finding the right balance between performance marketing and brand-led growth.

Malcolm Carter, Marketing and Digital Director at The Entertainer, breaks down how customer data is reshaping their entire business strategy. From shifting to an employee ownership model to redefining how they attract, convert, and retain customers, this episode dives into the real drivers of modern retail growth. Malcolm explains why buying toys isn’t the problem, how experience beats transaction, and what’s actually working across CRM, in-store events, and digital channels. If you’re thinking about customer data, lifecycle marketing, or building a more experiential brand, this is packed with practical insights.

AI is changing how people discover and buy products, but most brands are still figuring out what to do about it. In this episode, Ursula Casserly from Benefit Cosmetics breaks down how AI-driven traffic is growing, why it converts differently, and how brands should start thinking about it as a new channel. We also get into what’s actually driving traffic today, how TikTok can revive old products overnight, and why conversion rate is often misunderstood. If you care about ecommerce growth, customer behaviour, and where things are heading next, this one’s worth your time.

Tom Austen explains how he built a sunscreen brand Pelotan by solving a problem most brands ignored - athletes need completely different products. Instead of competing with traditional sunscreen companies, he focused on performance, credibility, and a niche audience. We cover how athlete-led growth drives trust, why sun exposure should be treated as a performance variable, and how the business is evolving beyond “protection” into “sun performance.” Tom also shares insights on seasonality, retention challenges, and why organic social is becoming less reliable. A sharp breakdown of category creation, positioning, and building a brand around real customer needs.

Joe Parenteau, co-founder of Fable, breaks down how they are building a home decor brand designed to remove decision friction and keep customers coming back. We explore why most premium retailers make shopping harder, how Fable balances design with functionality, and why retention sits at the center of their growth strategy. Joe also shares how their membership model is driving repeat purchases, plus how AI tools like Claude are reshaping operations and creating new challenges around prioritization. If you are thinking about product positioning, retention, or scaling a DTC brand, this episode is packed with practical insight.

Jules Vertrees, co-founder of Verve Culture, explains how building a brand around culture and craftsmanship creates both growth and complexity. From scaling artisan supply chains to balancing wholesale, DTC, and marketplaces, this episode breaks down what it takes to turn storytelling into revenue. We also explore why experiential products are growing, how COVID reshaped buying behaviour, and the real challenge behind strong traffic but lower purchase conversion. If you’re building a brand rooted in story, not just product, this episode shows what works - and where it gets difficult.

Mike Yarbrough, founder of Rustic and Main, breaks down what it really takes to grow a story-led ecommerce brand in a short-attention world. From rejecting “optimised” product imagery to building a high-converting ring customiser, this episode explores how authenticity, personalisation and social proof actually drive performance. We also dive into quiz funnels, long purchase cycles in the wedding industry, and the challenges of trusting AI in paid ads. If you are balancing brand storytelling with performance marketing, this episode gives a clear view of what works and what does not.

Rita Zahir breaks down why ecommerce brands need to move beyond revenue and focus on profitability to survive today’s market. She explains how shifting from broad metrics like AOV to precise, product-level contribution margin can transform merchandising, advertising, and growth strategy. The conversation covers product prioritisation, dynamic ads, customer segmentation, and why many brands are still optimising the wrong things. Rita also shares practical insights on testing, tooling, and avoiding common mistakes that waste time and resources. A sharp, practical look at what it takes to build a profitable ecommerce business today.

Customers are no longer following a funnel. In this episode, Bryony Tagg explains how buying behaviour has shifted into what she calls the “intent web”, where decisions happen across multiple platforms before customers ever reach your website. We cover why most brands fail to show up in these moments, how Chilly's is rethinking content and positioning, and the challenges of managing DTC, Amazon and wholesale at the same time. A practical look at modern ecommerce, content strategy and why visibility matters more than ever.

Sergio Tache, founder of Dossier, shares how he built a $100m+ perfume brand by challenging traditional pricing and scaling from DTC into retail. He explains why sticking to fundamentals beats chasing new channels, how increasing AOV unlocked growth, and why brand awareness becomes essential once acquisition costs rise. The conversation covers pricing strategy, bundling mistakes, wholesale expansion, and the operational realities of scaling. If you’re navigating growth beyond early-stage DTC, this episode offers a clear view of what actually changes as you scale.

Laura Cantor, Head of Marketing and Ecommerce at New York & Company, joins Will Laurenson to discuss what it takes to run a modern DTC apparel brand. They explore how the company shifted from retail stores to a fully direct-to-consumer model, why conversion has become the most important metric in ecommerce, and how brands can increase revenue without relying on paid ads. Laura also shares practical insights on giveaways vs discounts, post-purchase monetisation, loyalty strategies, and the surprising comeback of mobile shopping apps. If you want to understand how ecommerce brands are driving growth in today’s environment, this episode is packed with tactical ideas.

Victoria Staten relaunched Famolare, a footwear brand originally founded in 1969, and has grown it more than 514% year-over-year. In this episode she explains how she rebuilt the company from scratch, the marketing strategies driving that growth, and why community building is central to the brand’s future. Victoria also shares her perspective on modern consumer behaviour, the risks of overusing AI in marketing, and how a hybrid supply chain model allows the business to scale quickly while staying profitable. The conversation offers practical lessons on reviving heritage brands and building sustainable ecommerce growth.

Scott Jordan, founder of ScottEVest, explains how frustration with carrying gadgets led him to create a clothing brand built around functional pockets and technology-enabled design. After quitting his law career and ordering 3,000 units with no confirmed buyers, he turned to online pre-orders in 2001, becoming one of the earliest clothing brands to sell exclusively through e-commerce. In this conversation, Scott shares lessons from 25 years in business, including why chasing growth can destroy companies, the surprising reality of patents, and how personal customer interactions became the foundation of ScottEVest’s long-term success.

Content marketing is becoming harder, more expensive, and more competitive than ever. In this episode, Lizzie Hearne from UK Lash explains why chasing viral trends is no longer enough and how brands can build scalable content strategies that actually drive growth. She shares how her team uses data, customer research and creator programmes to produce consistent, high-performing content across social, marketplaces and international channels. The conversation covers AI in content production, the rising cost of UGC creators, and why brands must rethink how they measure success on organic social. If you are responsible for ecommerce content strategy, this episode offers a clear look at what is changing and what still works.

Selling technical safety gear online is far more complex than most ecommerce categories. In this episode, Madeleine Issenhart from Mustang Survival explains how education, product quizzes, and content-driven experiences help customers choose the right life jacket for their activity and environment. We discuss why many brands underestimate the role of education in ecommerce, how quizzes can drive real conversion impact, and why Mustang Survival is moving to a headless Shopify architecture to support international expansion and better customer experiences. If your products require explanation before purchase, this episode offers valuable insight into how education can become a powerful growth lever.

Jim Phillips, co-founder of Graymatter, joins the show to discuss how he built a mental performance supplement brand in one of ecommerce’s fastest-growing categories. Jim shares how his own struggle with startup pressure led him to explore neuroscience, meditation and nootropics, eventually inspiring the creation of Bright Mind. The conversation explores subscription economics, AI automation in ecommerce operations, and the constant challenge of producing high-performing ad creative. Jim also explains why Graymatter is focused on reaching profitability while expanding into new channels like Amazon, TikTok Shop and affiliates, and how a personal health scare reshaped his mission as a founder.

Katherine Cousins, CEO of Quay Eyewear, joins the show to discuss scaling optical, navigating multi-channel complexity, and using AI without compromising brand integrity. She shares how Quay moved from creating 400 assets per year to 400 per month, how a “summer of AI” transformed their content production, and why they are cautious about consumer-facing avatars. Katherine also reveals that optical is up 200 percent year on year and 30 percent above forecast following its relaunch in February 2025. A practical conversation on growth, brand positioning, and moving fast in a rapidly changing retail landscape.

Michael Callahan, Global SVP and GM of Luminex Home Décor & Fragrance - PartyLite, joins Will to discuss how a 53-year-old fragrance brand has transformed into a digital-first DTC business. They unpack consumer journey obsession, AI localisation, loyalty economics, influencer strategy, and the real challenges of acquiring customers in a crowded candle market. Michael shares how his team pressure tests the site daily, experiments with product-free TikTok storytelling, and balances emotional brand building with operational discipline. If you sell online and care about customer experience, localisation, and long-term retention, this episode is packed with practical insight.

Josh Roberts, co-founder of Very Special Games, joins Will Laurenson to unpack what it really takes to scale a tabletop games business across DTC and retail. They discuss why Meta ads are still the strongest channel despite becoming harder to predict, how retail attribution pushes brands to build more sophisticated data stacks, and why TikTok works better organically than through paid media. Josh also shares his personal motivation for creating inclusive games for children with autism and explains why licensing and mobile apps are often riskier than they appear.

Eric Bandholz, founder of Beardbrand, joins Will Laurenson to unpack what it really looks like to run a DTC brand in a category that’s no longer growing. From declining search demand and Meta struggles to selling out special edition fragrances, Eric shares hard-earned lessons from 13+ years of bootstrapping. The conversation covers top-of-funnel challenges, brand repositioning, customer-led product decisions, and why modern marketing often has to be divisive to work. A grounded, honest look at growth, profitability, and leadership in today’s ecommerce landscape.

Gifting is one of the most overlooked growth opportunities in e-commerce. In this episode, Nick Kennedy, co-founder of GiftNote, explains why gifted orders convert higher, carry higher average order values, and introduce brands to entirely new customers they usually never see. Nick shares real Q4 gifting data, how brands can identify and engage gift recipients compliantly, and why gifting should be treated as an always-on strategy, not just a seasonal feature. A practical conversation on customer experience, revenue, and the hidden potential inside gifting.

Barclay Saul, CEO and co-founder of Kyrgies, joins Will Laurenson to discuss what it really takes to build a product-led ecommerce brand without relying on constant paid media growth. From leaving Amazon and reducing Meta spend to doubling down on word of mouth, wholesale, and in-person experiences, Barclay shares the strategic shifts shaping Kyrgies’ next chapter. The conversation also explores customer-led product decisions, international expansion, and a surprising scientific study showing how Kyrgies slippers interact with bacteria in the home.

James Connell, CEO of baby lifestyle brand Loulou Lollipop, joins Will Laurenson to unpack what brand really means in modern e-commerce. Drawing on nearly 30 years of experience, James explains why product quality is now table stakes and how trust, service, and storytelling drive differentiation. The conversation covers gifting strategy, B Corp values, execution over perfection, hiring for culture, and scaling through retailers and distributors. James also shares how AI could reshape online shopping into a more human, inclusive, and experiential channel.

Simon Jablon, Creative Director and owner of Linda Farrow, joins the podcast to unpack what really drives growth in modern businesses. He explains why being busy is not the same as being effective, how misplaced priorities quietly stall progress, and why empathy for customers is often missing, especially in B2B. Simon shares practical examples of using automation and AI to remove admin, free up teams, and improve service, alongside his belief that businesses need to question processes like an eight-year-old if they want to keep adapting in an increasingly volatile world.