Ecommerce Playbook: Numbers, Struggles & Growth

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How a CTC Client Unlocked 40% YoY Growth
In this week’s episode of the Ecommerce Playbook Podcast, Luke Austin (VP of Ecommerce Strategy at CTC) sits down with Mike McVerry, SVP of Ecommerce & International Sales at Urban Armor Gear (UAG) to unpack how the brand unlocked 40% YoY revenue growth and 43% contribution margin growth in 2025 … despite a shrinking market.Together, they break down:- Why “spend more to grow more” wasn’t working for UAG- How the Profit System bridged the gap between finance and marketing- The role of contribution margin in setting smarter media budgets- Scaling creative volume nearly 4x year over year- How to break through a “glass ceiling” of growth with financial clarity- Lessons on inventory, marketing calendars, and collaboration that fueled profitabilityThis is a real-world case study in building sustainable DTC growth by aligning finance, marketing, and creative execution.Show Notes:Ready to solve your influencer strategy?Book Your Strategy Demo at https://www.getsaral.comExplore the Prophit System: https://www.prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
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How 2 top-tier strategists actually forecast client growth
In this special episode of the Ecommerce Playbook Podcast, Luke Austin takes the reins and brings in two of CTC’s top-performing growth strategists—Lacie Geary and Brian Sakansky—for a deep dive into what it takes to build and execute a forecast with precision.You’ll get a rare look under the hood at CTC’s Profit System, including how we:Set and execute daily client-level forecasts for revenue, spend, and contribution marginThink about tradeoffs between efficiency vs. volumeUse planning tools like the Spend aMER Model, Day-of-Week Effect, and Creative Demand ModelTrack forecast accuracy by strategist, with Lacie and Brian leading the wayIdentify and respond to signals in real-time that influence media allocationUse product-level reporting to guide decisions at the SKU and creative levelYou’ll hear specific client examples from the home goods and apparel space, plus commentary on how inventory, product mix, and creator content factor into hitting (and sometimes beating) forecasted targets.Show Notes:Ready to earn trust, convert shoppers, and inspire customer loyalty? Check out Yotpo:https://www.yotpo.com/?utm_source=CommonThreadCollective&utm_medium=comarketing&utm_term=podcastExplore the Prophit System: https://prophitsystem.comHave a question for the podcast?Email us at [email protected]
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Understanding the Seasonality of Media Buying by Month & Day
When should you really be spending more? Which days of the week drive the most revenue—for your brand?In this episode, Richard is joined by Luke Austin (VP of Growth at Common Thread Collective) to walk through real client data and uncover just how different day-of-week and month-over-month effects can be across brands, even within the same vertical.You’ll learn:Why blindly scaling spend in Q4 might be a mistakeHow day-of-week effects can swing revenue potential by over 30%Why trying to “fix” bad days isn’t always worth itWhat most brands miss when planning their BFCM budgetHow to think like a portfolio manager when allocating ad spendWhether you’re a home goods brand, fitness apparel company, or in personal care, Luke shows how the Spend <> aMER model can give you a quantifiable edge in media buying and forecasting.Plus, learn why Fridays might be gold—or garbage—depending on your category.Show Notes:Ready to earn trust, convert shoppers, and inspire customer loyalty? Check out Yotpo: https://www.yotpo.com/?utm_source=CommonThreadCollective&utm_medium=comarketing&utm_term=podcastExplore the Prophit System: https://prophitsystem.comHave a question for the podcast?Email us at [email protected]
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Your Marginal Frontier Will Determine Your Q4
In this episode of The Ecommerce Playbook Podcast, Richard Gaffin and Taylor Holiday dig deeper into the Spending Power Model—breaking down why the next dollar you spend doesn’t always produce the same return.They explore concepts like the marginal frontier (the moment your next dollar becomes unprofitable), spending power, and how to balance short-term profitability with long-term growth. Taylor shows how to evaluate whether to optimize for revenue, contribution margin, or lifetime contribution—and why these decisions always tie back to your financial goals.You’ll learn:What the “marginal frontier” really means for your ad spendWhy not all dollars in create the same dollars outHow to use spending power as a scale metric for your brandThe tradeoffs between maximizing revenue vs. profitabilityHow this framework helps align boardroom strategy with media buying decisionsShow Notes:Ready to earn trust, convert shoppers, and inspire customer loyalty? Check out Yotpo: https://www.yotpo.com/?utm_source=Com...Explore the Prophit System: https://prophitsystem.comHave a question for the podcast?Email us at [email protected]
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What's the best (and worst) e-Commerce niche right now?
In place of this week's Tuesday ECPP episode, we're featuring CTC's newest podcast: The DTC Hotline.In this week’s episode of The DTC Hotline, Richard Gaffin is joined once again by Tony “The Chopper” Chopp (VP of Paid Media) and Luke “The Weatherman” Austin (VP of eCommerce Strategy) to field real questions from operators and listeners—offering hot takes, cold truths, and unfiltered answers.They tackle:- What to do when your historically strong Meta campaign suddenly stops working- The “3 Ps” framework—payment, policy, pixel—when diagnosing sharp performance drops- How to push back when brand standards block creative diversity- Whether top-of-funnel campaigns (like add-to-cart optimization) really work- The products and niches they’d actually pursue—or avoid—if starting an eComm brand todayThis is where your eCommerce questions get answered—practical, direct, and straight from the operators’ desk.Call or text us your question: 866-DTC-2263Ready to earn trust, convert shoppers, and inspire customer loyalty? Check out Yotpo: https://www.yotpo.com/?utm_source=CommonThreadCollective&utm_medium=comarketing&utm_term=podcastExplore the Prophit System:https://www.prophitsystem.com
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O Ecommerce Playbook: Numbers, Struggles & Growth

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.

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