Mastering eCommerce Marketing

On today’s episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Gregory Elfrink, Head of Marketing at Empire Flippers. If you’re not familiar, Empire Flippers is the largest curated marketplace for buying and selling online businesses, from content sites and SaaS companies to e-commerce stores and agencies.

Greg’s story is anything but traditional. He started out as an oil rig worker in Alaska before teaching himself internet marketing. That path eventually led him to Empire Flippers, where he’s been since the early days, helping grow the company into a major player in the d...

On this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Francesco Alfano, a Toronto-based digital marketing leader with over 12 years of experience. He has worked with some of Canada’s most recognized brands, including Rogers & Shaw Communications and Campbell’s Soup Company.

Francesco has built his career around turning business goals into clear marketing strategies, and he brings a mix of passion, engagement, and curiosity to the way he leads. He believes those qualities are not just personal values, but the foundation of how teams grow, learn, and perform at their best.

In t...

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Chelsea Burns, better known as The Marketing Psychologist™. Chelsea has more than 17 years in marketing, holds a master’s in applied psychology from USC, and works with conscious companies to help them grow without losing sight of their values. She is also the creator of the BELONG™ Framework, a model built to help brands earn trust, create alignment, and build real connections with their audiences.

Chelsea explains why integrity and authenticity are more than just nice-sounding words. For her, they are the foundation of health...

In this episode, Eitan Koter welcomes Jake Levin, founder and CEO of Inflection Growth, a company that helps fast-scaling e-commerce brands reach their next big milestone. Jake was the first marketing hire at goPuff, co-founded GettaCar, and now works with brands through a hands-on, embedded marketing team model.

They talk about how the e-commerce world has shifted. It’s no longer just about chasing big revenue at any cost. Today it’s about balancing growth with margins and making sure ad spend delivers a solid return. Jake explains why he says “attribution is an art and a scienc...

In this episode, Eitan Koter sits down with Dan Chorlton, CEO and co-founder of Goa Marketing. Goa Marketing is a SaaS platform that helps enterprise advertisers get more from their Google Ads budgets. Dan and his team have managed and optimized over a billion pounds in paid search, partnering with brands like MoneySupermarket to improve returns and reduce wasted spend.

They start with the story behind Goa, including why the name stands for Governance, Opportunity, and Accountability. Dan explains how these three pillars guide their approach to managing campaigns at scale, from keeping track of errors to...

In this episode of Mastering eCommerce Marketing, host Eitan Koter talks with Matt Putra, a Fractional CFO and founder of Eightx.

Matt helps eCommerce and CPG businesses making between $5 and $100 million scale profitably and sustainably. His main focus is helping companies simplify finances and manage their cash flow clearly.

Matt explains the critical difference between profit and cash flow, noting why having money in the bank is often more important than simply showing profits on paper.

He highlights common mistakes businesses make, especially holding onto too much inventory. Matt points out how excess...

Today, Eitan Koter is joined by Rich Kahn, CEO of Anura.io, and a veteran in the digital marketing world. With over 31 years of experience and multiple multimillion-dollar companies under his belt, Rich has spent the last two decades focused on solving one major problem: ad fraud.

He’s also been named an Ernst & Young Entrepreneur of the Year for Technology, which speaks to the level of trust companies place in his work.

In this episode, Rich and Eitan talk about a challenge most marketers face without even realizing it. Whether you're running paid media, us...

On this episode, host Eitan Koter welcomes Wilson Zehr, CEO of Zairmail.

Wilson has over 25 years in tech, innovation, and business strategy. He has helped launch eight tech startups and raised more than $60 million in venture capital.

He has also spent years teaching marketing and entrepreneurship at the university level.

Now, Wilson leads Zairmail. The company makes sending direct mail as simple as sending an email.

In today's world, where inboxes are crowded and digital ads get ignored, Wilson believes direct mail is making a real comeback.

Brands, startups...

Welcome back to Mastering eCommerce Marketing with your host, Eitan Koter.

Today’s guest is Will Haire, co-founder of BellaVix, a marketplace marketing agency focused on helping brands grow on Amazon and Walmart.

Will’s background is full of hands-on experience. He’s helped first-time sellers launch from scratch, and worked with big names like Instant Pot and Wilton to build serious Amazon sales.

BellaVix is a Verified Amazon Advertising Partner and part of the Amazon Service Provider Network. That gives Will and his team a close-up view of what actually works for brands...

Welcome back! On today’s episode, host Eitan Koter sits down with John Gargiulo, the founder and CEO of Airpost. John’s company is shaking up the way e-commerce brands create video ads, using a mix of AI and real people to help businesses make a lot more content, much faster, and still keep it feeling genuine.

Before starting Airpost, John built ReadySet into a major player for DTC video, helped launch global products at Airbnb, and was part of BlueStacks’ journey to over a billion downloads. He’s someone who knows both the hustle of startups and how...

Welcome to Mastering eCommerce Marketing. Today, Eitan Koter sits down with Justin Ware, Co-Founder and Chief Revenue Officer at Camcorder AI.

Justin’s no stranger to video. He started out as a journalist, won an Emmy, and went on to build and sell companies where video was always at the core. His latest venture, Camcorder AI, helps brands and creators make short-form video faster — while keeping it real.

In this episode, Justin shares how AI can take care of the time-consuming parts of video production so marketers can focus on what really matters: telling a true...

Most brands are creating too much content and saying nothing.

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Dani Dufresne, an Emmy Award-winning Executive Producer and founder of The Auxiliary Co., to talk about what actually works when it comes to video and content strategy.

Dani has spent over 20 years producing for film, TV, digital, and experiential projects. She’s worked with major brands like Nike, Apple, Google, YouTube, and Sephora. Her company helps brands and agencies bring big ideas to life without the red tape of traditional production models.

In this episode of Mastering E-commerce Marketing, host Eitan Koter sits down with Pasha Knish, the founder and CEO of AMZ Optimized, a full-service agency helping brands grow on Amazon through custom strategies, standout content, and data-driven advertising.

Pasha’s been selling on Amazon for over 13 years. He started out as a seller himself, launching and exiting multiple seven-figure brands. Today, he leads a team that manages over eight figures in annual client revenue. He knows what it’s like to build something from scratch and how to scale it smart.

This conversation covers what it r...

In this episode, Eitan Koter chats with Joshua Lauer, founder of Lauer Creations Inc., about one of the most common marketing pain points today: making sense of your data.

Joshua has worked with over 100 companies, including multimillion dollar brands, to clean up their Google Analytics (GA4), streamline reporting, and help teams actually use their data to make better decisions. In just two years, he’s generated over $500K by doing exactly that.

If your tracking setup feels off, your reports are confusing, or you’re unsure which numbers to trust, this episode is worth a list...

Host Eitan Koter welcomes Matthew Stafford, the driving force behind Build Grow Scale. Matthew has spent decades helping e-commerce businesses not just grow, but thrive.

He points out that increasing traffic isn't always the solution; improving conversion is. Matthew shares insights into optimizing your website by understanding customer behavior and simplifying the user experience.

The discussion includes starting with one effective marketing channel, the role of AI in business, and the value of honest customer feedback.

Whether you're starting out or aiming to scale, Matthew's approach provides clear, actionable steps to enhance your...

On today’s episode, Eitan Koter sits down with Dave Behar, founder and CEO of ION.

Dave has spent years building brands, launching companies, and helping others grow. He was part of the original Hotmail team, helped take it to millions of users, and worked with big names like Adidas, Powerbar, and the Pac-12. Now at ION, he’s helping companies get their content out through hyper-local and digital distribution.

In this conversation, Dave explains why having a strong brand is still at the core of growth, even with all the new tech tools. It’s not...

Welcome back to Mastering eCommerce Marketing with your host, Eitan Koter.

Today’s guest is Satej Sirur. He’s the co-founder and CEO of Rocketium, a company helping brands simplify the messy world of creative production using AI and automation.

We get into the real problems teams face when creating content at scale. Think hundreds of ad versions, across different platforms, with different formats, languages, and rules. Satej explains how Rocketium helps companies handle all of that, from building the creative itself, to approvals, compliance checks, and even pulling data to see what’s actually workin...

Today, Eitan Koter sits down with William Gasner, CMO and co-founder of Stack Influence.

William is a 6X founder, a 7-figure eCommerce seller, and has been featured in Forbes, Business Insider, and Wired.

In this episode, they talk about what is really working in influencer marketing today.

William explains why brands are moving away from big celebrity influencers and seeing better results with micro-creators who actually want the product.

They get into product seeding, how it works, and why it creates more genuine content that performs better. William also shares how...

In this episode, host Eitan Koter sits down with Dylan Lam, founder of Omirank, a digital agency helping Amazon and e-commerce brands boost their online sales.

Dylan shares how his team quickly identifies products that have real potential, even before they're officially launched. He breaks down simple ways to test product interest through Amazon and social media ads.

He also explains why quiz funnels can significantly increase conversions, sharing a real example of how one brand scaled from six to seven figures using quizzes.

Dylan points out common mistakes sellers often make on...

Welcome back to Mastering eCommerce Marketing. Today, Eitan Koter sits down with Raminta Keršulytė, founder of WFMA, a boutique agency that helps purpose-led brands scale with clarity and creativity.

Raminta started out in fashion marketing but quickly got hooked on what really makes eCommerce work. In this conversation, she and Eitan talk about what actually makes brands stand out, especially in crowded markets like fashion and beauty.

She breaks down why too many brands throw money at ads before fixing their websites, how A/B testing changed the way she thinks about failure, and wh...

In this episode of Mastering E-Commerce Marketing, host Eitan Koter talks with Gloria Chou, an award-winning PR strategist and host of the Small Business PR Podcast.

Gloria helps small businesses, especially female and BIPOC founders, get featured in media outlets like Forbes, Vogue, Oprah’s Favorite Things, and the New York Times. Her unique approach doesn’t rely on expensive ads, PR agencies, or large followings.

During their conversation, Gloria shares practical ways entrepreneurs can start earning organic media coverage. She introduces her easy-to-use CPR pitching method, showing exactly how to write messages that journalists actu...

On this episode of Mastering E-Commerce Marketing, host Eitan Koter chats with Paula Bruno, CEO of Intuition Media Group, a true trailblazer in influencer marketing.

With nearly 25 years of experience and 15 years leading Intuition, Paula has worked with brands like Canon, TikTok, GoDaddy, and the FDA. She’s helped build influencer programs that go way beyond follower count.

They cover what really matters in today’s creator economy, things like building loyal micro communities, choosing influencers who can sell (not just entertain), and how to spot real engagement over vanity metrics.

Paula also shar...

In today’s episode of Mastering eCommerce Marketing, host Eitan Koter chats with Marin Istvanic, Head of Performance Marketing at Inspire. Inspire is a boutique agency known for turning Facebook ads into serious growth for direct-to-consumer brands.

Marin spent over $100 million on Facebook advertising, so he has firsthand knowledge of what actually works and what doesn’t. He’s also successfully grown his own brands, reaching impressive milestones like $30 million in revenue in just three years.

In their conversation, Marin gives listeners a straightforward breakdown of recent changes happening on Facebook ads. He explains clearly how Fa...

Today’s guest knows exactly why your customers aren’t buying and she’s not afraid to say it. Eitan Koter chats with Angela Gearhart, Chief Experience Officer at MediaMax, who’s helped brands go from stuck to scaling by making customer experience actually mean something.

Angela breaks down why “value” isn’t about price, what most brands get wrong about loyalty, and how to figure out what makes your brand truly different. They also get into unified commerce, AI, and why your website alone isn’t going to cut it anymore.

If you’re trying to connect...

Most people aren’t shopping when they see your ad.

So why are you only marketing to the ones who are?

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jiri Boudal, CEO of Behaviour Labs, a company helping over 400 brands tap into the subconscious mind to grow smarter, not just louder.

Jiri shares why traditional ad testing often misses the mark, how most surveys ask the wrong questions, and what really gets a brand stuck in a “performance plateau.”

He breaks down the 95/5 rule (only 5% are buying...

Today on Mastering eCommerce Marketing, Eitan Koter sits down with Alice Brown, the founder of Seventh Wave Stories. Alice is a messaging strategist and copywriter who made a unique leap from 12 years of coaching surf and ski to helping brands communicate in a way that actually connects with people.

In this episode, Alice shares how her coaching background helped her understand emotional blocks and human motivation, skills she now uses to craft marketing messages that feel real, not robotic. She talks about why brand messaging often falls flat and how to fix it using real customer language...

What do Walmart, Amazon, TikTok, and your favorite YouTuber have in common? They're all players in the growing world of retail media. Today’s guest, Mike Feldman from VaynerMedia, knows exactly how to make them work for your brand.

In this episode of Mastering eCommerce Marketing, host Eitan Koter chats with Mike, who leads global retail media at Vayner. Mike’s done it all, from building media teams at Dentsu to running shopper marketing at Georgia-Pacific, and he brings real perspective on what’s working (and what’s not) in today’s fast-changing commerce space.

They talk...

On this episode of Mastering E-Commerce Marketing, host Eitan Koter sits down with John Horn, the CEO of StubGroup, a top 1% Google Partner agency known for helping brands turn struggling ad accounts into high-performing machines. John brings a direct, practical approach to paid media, focusing on what actually works and how to stop wasting budget.

They cover why so many campaigns miss the mark early on, how to set up success before launching, and why measuring the right things matters more than ever. John also explains how PPC can be used to test product-market fit, how to...

This week, Eitan Koter chats with Jason Donapel, the guy behind The Email Experience and millions in revenue generated through email and SMS, without annoying people or flooding inboxes with junk.

Jason breaks down what makes retention actually work in 2025. He’s not here for gimmicks or endless discount pop-ups. Instead, he talks about treating retention like relationship-building, why most brands get stuck in "blast mode," and how to design flows that feel more human and convert better because of it.

It’s part common sense, part technical breakdown, and all stuff you can actually use...

This week, Eitan Koter talks with Amanda McCormick Bacal. She’s gone from building brand stories at Ralph Lauren to leading global marketing at Joor, one of the biggest digital wholesale platforms in fashion.

They get into what’s changing in B2B, how wholesale and D2C work better together than people think, and what today’s fashion buyers are really looking for. Amanda also shares what data from thousands of brands is telling us about what’s selling, who’s buying, and why it matters.

If you’re in fashion, retail, or just figuring out...

Today on Mastering E-Commerce Marketing, host Eitan Koter sits down with Stewart Cohen, the owner, executive producer, and director at Stewart Cohen Pictures, an award-winning production company focused on commercial storytelling. Stewart also leads Superstock, one of the largest media licensing houses, so he really knows how to work with visuals in a way that connects with people.

In this episode, Stewart shares how he approaches video production in a world that’s moving fast and full of distractions. From traditional commercials to TikToks and vertical video, he talks about what still works, what’s changed, and why...

Welcome back to Mastering E-Commerce Marketing. Eitan Koter’s hosting today’s episode, and he’s joined by Corey Ganim, the guy behind Brand Rocket and The Wholesale Network.

Corey started his Amazon journey after leaving his job at IBM, and now he’s sold over $13 million worth of products through wholesale. But it didn’t happen overnight. In this episode, he shares how he built his business step by step, how he landed brand deals by just showing up consistently, and why sometimes the least “cool” products are the best ones to sell.

It’s one of those c...

On this episode of Mastering eCommerce Marketing, Eitan Koter chats with Daniel Borba, the CEO of Spark Portal. His company helps brands turn video content into a tool that brings in leads, builds relationships, and helps close deals.

Daniel has been working in video for a long time and shares what really moves the needle. They talk about using video to meet your audience where they are, how to avoid focusing too much on production quality, and why videos need to be built around real problems, not just products.

He also explains how Spark Portal...

In this episode, Eitan Koter welcomes Marques Ogden, former NFL athlete and now a business coach, speaker, and host of Get Authentic with Marques Ogden. After a tough fall post-football, Marques rebuilt his life and career from scratch.

They talk about how real leadership is less about control and more about listening, respecting others, and staying grounded in your values. Marques also shares how he works with Fortune 500 companies to improve communication, mindset, and team dynamics — not with a magic formula, but with honesty and consistency.

You’ll also hear about his “Success Cycle” — a simple but...

Hey everyone, welcome back to Mastering eCommerce Marketing. I’m Eitan Koter, and today’s episode is a fun one.

Eitan sits down with Vance Morris, a former Disney leader who spent over a decade crafting the kind of customer experiences people never forget. These days, he helps businesses build systems that make great service not just memorable, but also profitable - all through his Deliver Service Now brand and his “Return on Experience” approach.

In this chat, Vance explains what customer experience really means - and spoiler alert, it’s not just about being nice. He b...

This week, Eitan Koter sits down with Mona Kinal, Chief Marketing Officer at G2A.com. With two decades of experience leading global marketing teams—including roles at Viacom and Discovery—Mona now leads strategy at G2A, a platform trusted by over 30 million users worldwide.

They talk about how the gaming space is influencing the way people shop online, what it takes to scale a digital marketplace across 100+ countries, and why Gen Z expects more than just ads—they want experiences. Mona also shares how G2A uses AI to protect buyers, shape marketing campaigns, and better...

On today's episode of Mastering E-commerce Marketing, host Eitan Koter meets up with Ezra Cohen, an e-commerce strategist who helps brands sell more effectively online through channels like Amazon, Walmart, TikTok, and their own websites. Ezra shares what's really working right now in social commerce—especially why TikTok Shop has become such a big deal with younger customers. He also covers how to succeed with subscription services, offering clear tips on making them attractive to customers and profitable for businesses.

Ezra and Eitan also talk about the importance of sustainability and how brands can use eco-friendly practices to...

Growing an e-commerce brand isn’t just about getting new customers—it’s about keeping them. That’s where Daniel Budai, CEO and Founder of Budai Media, comes in. Over the past seven years, his agency has helped 200+ e-commerce brands scale through email, SMS, and retention marketing. One of his clients even made $3 million in just 30 days using these strategies.

In this episode, Eitan Koter chats with Daniel about what really works when it comes to email marketing, SMS, and loyalty programs. They talk about why most brands burn out their email lists too fast, how AI is chang...

What if every piece of clothing was made just for you? That’s exactly what Craig Crawford, digital strategist and founder of Differently Enabled, is working on. In this episode of Mastering E-commerce Marketing, Eitan Koter chats with Craig about how technology is redefining fashion—from AI-driven measurements to on-demand production.

Craig explains why off-the-rack sizing is outdated, how brands can use AI and digital tools to create better-fitting clothes, and what it really takes to build a fashion brand that’s truly inclusive. He also shares the biggest mistakes brands make when trying to adapt to this m...

Join host Eitan Koter as he chats with Lisa Bourne, an experienced leader in retail and eCommerce with a Harvard MBA and a strong background in business strategy. Lisa has worked with major brands like Amazon, Bergdorf Goodman, and Neiman Marcus, specializing in sales, marketing, and merchandising. She’s also played a key role in social impact and DEI efforts, previously leading initiatives at Zwift and serving as Executive Director at Outdoor Afro.

After a planned sabbatical, Lisa launched MariBourne Ventures, a consulting firm focused on retail and eCommerce optimization, nonprofit strategy, and DEI advisory. She excels at...