Operators

“If you don’t sell on Amazon, somebody else is gonna sell it.” 
When should a DTC brand stop treating Amazon as an afterthought? 
Mike Beckham (CEO, Simple Modern), Jason Panzer (President, HexClad), Matt Bertulli (Founder, Pela Case & Lomi), and Katy Mimari (CEO, Caden Lane) break down the five things DTC brands must get right to scale on Amazon. 
1. Always stay in stock
2. Executive ownership
3. Tailor your catalog
4. Protect your reviews
5. Pricing and promotion
Amazon drives over half of Simple Modern’s contribution profit, yet Matt and Katy admit neglecting it. Mike’s fix covers five fronts: inventory, ownership, catalog, reviews, and pricing. Even HexClad is still learning, after underinvesting cost it millions this year. 
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“Creative supply chain is the essential ingredient of demand.” 
Get all the resources from this episode: https://9ops.co/abchwj
★ 6-step framework
★ Brief template
★ Hook training guide
Matt Bertulli (Founder, Pela Case & Lomi) and Cody Plofker (Advisor & fmr. CEO, Jones Road) launched Winks with more ads than lessons. Now they walk through the six steps every ad faces, starting with the message. 
1. Message 
2. Source 
3. Media Formats 
4. Creative Approach 
5. Funnel Role 
6. Production Checks 
More ads went live, but Cody still didn’t know what was working. The fix is research by hand, down to an Instagram feed trained to think like the buyer. With AI editing and uploading their ads, taste is the job left for people. 
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“We didn’t actually choose them. They chose us.”
Can a bootstrapped brand enter Target and Costco while still growing DTC? 
Alex Schinasi (Co-Founder & President, Hulken) joins Matt Bertulli (Founder, Pela Case & Lomi) and Mike Beckham (CEO, Simple Modern) to unpack how a two-time SaaS founder built a ~$50M rolling tote brand without raising money. 
She had raised $3M for a new SaaS when Hulken hit $1M a month. A year later she exited the startup, and now nine people run the business with AI chiefs of staff. She wants a brand that lasts decades, yet she still moves at software speed. 
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“Some businesses aren’t ready for great CMOs.” 
What do CMOs need from their CEOs but never say out loud? 
MacCoy Merkley (CMO, Portland Leather Goods), Matt Bertulli (Founder, Pela Case & Lomi), Jason Panzer (President, HexClad), and Mike Beckham (CEO, Simple Modern) unpack 5 truths CMOs won’t say to the boss’s face, and what CEOs lose by ignoring them. 
MacCoy took a $13K-a-year job off Craigslist and now leads marketing at a nearly $250M brand. HexClad still has no CMO, so Jason and its co-founders carry the role themselves. Hand the keys to the wrong hire, and the blame lands long before the results do. 
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“A great offer makes the customer feel stupid for saying no.” 
How do you know your offer is wrong before the market tells you? 
Jordan Menard (Co-Founder, Instant Hydration) and Lina Fahizul (Chief Ovary Officer, Freelance) join this episode to put Winks’ pricing, promotion, and pitch on trial. The payoff is a 10-element offer playbook any DTC brand can steal. 
1. Not just price or discounts 
2. Fits how the product is used 
3. One customer + one problem 
4. Adds value before discounts 
5. Tackles your top objections 
6. Gives a reason to buy “now” 
7. Priced right for your market 
8. Your most-valuable customer 
9. Built for orders 2, 3, 4, etc. 
10. Profitable unit economics  
It starts from a simple claim: Your discount gives away margin once. Jordan catches the founders without an answer for the CAC they can afford. Lina shows why making moms feel bad wins the click and loses the customer. Today's “winning” offer could lose money for months. 
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