Mastering eCommerce Marketing

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...

Today, host Eitan Koter brings a relaxed conversation with Sarah Carusona, an e-commerce growth consultant known for her work with top D2C brands. Sarah’s experience spans from her time at OluKai—where she played a key role in shaping marketing strategies—to her current work as an independent consultant.

Sarah has managed large media budgets for a variety of brands, including Alpha Lion, Sunny Within, and more. In her talk with Eitan, she explains that success isn’t about pouring money into ads. Instead, it’s about focusing on a few key performance numbers that really mov...

On this episode of Mastering Ecommerce Marketing, Eitan Koter sits down with Maxwell DesMarais, the digital marketing and paid media expert behind Vital Design. Maxwell knows exactly what makes eCommerce brands successful online, and today, he’s sharing some of his best strategies.

He breaks down the three things every online store needs to convert more customers, how social proof and video help build trust, and the surprising test that skyrocketed a client’s conversion rates. He also talks about the latest shifts in SEO and paid media, including how Google AI is changing search traffic and what...

Welcome back to Mastering E-Commerce Marketing with your host, Eitan Koter. Today’s episode is all about sports sponsorships, data-driven marketing, and how brands can connect with athletes in a smarter way. Ishveen Jolly, founder and CEO of OpenSponsorship, joins us to break it all down.

Ishveen has built OpenSponsorship into the largest marketplace for brands looking to partner with athletes for digital campaigns. With over 17,000 athletes on the platform and deals with brands like Walmart, Footlocker, ESPN, and FanDuel, she knows what works—and what doesn’t—when it comes to athlete marketing.

In this con...

Welcome to another episode of Mastering E-Commerce Marketing with your host, Eitan Koter. Today, we’re talking with Michael Kleinmann, the Founder & CEO of Underwear Expert—a company that’s turned men’s underwear into a subscription experience. But Michael isn’t just selling underwear; he’s built businesses from scratch, created a national event (literally), and figured out what works (and what doesn’t) in e-commerce.

In this conversation, he shares how he started in the industry by accident, why customer acquisition is harder than ever, and how content marketing helped him build a massive audience before even se...

Welcome to another episode of Mastering eCommerce Marketing with your host, Eitan Koter. Today’s guest is Melanie Boylan, the co-founder and director of Stomp Social Media Training. Melanie has been helping business owners take control of their social media for over a decade, with a focus on empowering them to manage their platforms effectively without relying entirely on agencies.

In this episode, Melanie shares how she accidentally started her business back in 2013 and grew it into what it is today. She talks about why it’s so important for business owners to understand their social media, even...

Welcome to another episode of Mastering E-Commerce Marketing with your host, Eitan Koter. Today, Eitan sits down with Ben Marks, the Director of Global Market Development at Shopware. Ben has over 20 years of experience in the e-commerce world, starting from his early days as a developer and moving through roles that have taken him across 50 countries.

In this episode, Ben shares what makes Shopware a standout choice for businesses looking for flexibility and control. He explains the concept of headless commerce in simple terms and why it’s a game-changer for merchants trying to stay agile in a...

On this episode of "Mastering E-Commerce Marketing," host Eitan Koter sits down with Thomas Phillips, the CEO of DTC SEO Agency. Thomas is a serial entrepreneur who built his first business as a teenager and has since dedicated nearly two decades to cracking the SEO code for e-commerce brands. His work has generated over $70 million in revenue, with projects like PetPortraits.com combining creativity and purpose.

Thomas brings a straightforward perspective to today’s conversation, explaining why SEO is more important than ever for brands that want to reduce their dependence on paid ads. He shares how st...

Welcome to Mastering E-Commerce Marketing! In this episode, Eitan Koter chats with Dan Nikas, the founder of Elite Brands and GearBunch, a business that hit $4 million in its first year. What makes Dan’s story stand out is his journey—he spent 17 years as a homicide detective before transitioning into e-commerce and marketing.

Dan shares how his investigative skills helped him succeed in a field he had no prior experience in. He talks about how to identify and connect with the right audience, the importance of trust-building, and why consistent communication matters when growing a business. Dan also...

Join Eitan Koter as he sits down with Terresa Zimmerman, the founder and CEO of Wood Underwear. What started as a quest for something meaningful turned into a 13-year journey in the men’s underwear industry, a focus on wholesale, and a deep connection to independent retail.

Terresa shares candidly about the ups and downs of running her own brand, from discovering a love for Main Street businesses to the power of using storytelling to engage customers. She also highlights the challenges facing small retailers today and why younger shoppers are still looking for those in-person experiences.

Welcome back to another episode of Mastering Ecommerce Marketing with your host, Eitan Koter. Today’s guest is Chris Anderson, the CEO and founder of Elevate Media Group and host of the Elevate Media Podcast. Chris has spent years helping businesses grow their reach and connect with their audiences through video content.

In this episode, Chris and Eitan talk about why video is more important than ever for businesses of all sizes. They cover everything from getting started with just your phone to creating polished, professional videos that build trust and authority. Chris shares some great advice fo...