Ecommerce Braintrust Julie Spear

In this episode of the Ecommerce Braintrust, Julie Spear, Head of Retail Marketplaces Services at Acadia, is joined by, Gary Hammerschlag, an account management team lead at Acadia, who shares his expert insights on the framework for evaluating potential markets, the process involved, and strategic considerations for brands looking to broaden their e-commerce horizons globally. Their discussion is packed with actionable tips and an in-depth analysis of the various aspects of international expansion on Amazon.
Make sure you tune in to find out more!
In this episode, Julie and Gary discuss: 
Gary’s Framework for International Expansion
Evaluating when an international market is a suitable fit.
The increasing ease of compliance and streamlined processes post-COVID.
Importance of considering international expansion as a growth lever beside D2C channels.
Key Markets for Expansion:
Insights into prioritizing markets: Germany, the UK, Canada, and Japan.
Specific focus on Japan’s beauty market due to recent Amazon incentives.
The Testing Process:
How to frame and assess the testing period for a market.
Operational, logistical, and budget considerations for entering new markets.
Readiness and Launch:
The readiness phase involving VAT application, label review, and finding a responsible person.
Detailed timeline expectations from decision to launch.
Tools and Resources:
Utilizing tools like Helium 10 or Analytic Index for market analysis.
How agencies specializing in Amazon can aid in smoother launches.
Advice for Brands Considering International Markets:
The importance of patience and setting realistic timelines.
Building a strong initial foundation to facilitate growth.

In this episode of the Ecommerce Braintrust, Julie Spear, Head of Retail Marketplaces Services at Acadia, is joined by Julien Pereira, Account Manager at Acadia and a former Amazon vendor and program manager with extensive experience in direct fulfillment operations. In this episode, they discuss the nuances of direct fulfillment and its fit for brands selling as first-party vendors on Amazon.
Make sure you tune in to find out more!
In this episode, Julie and Julien discuss: 
Understanding Direct Fulfillment (DF): Julien breaks down the concept of DF, contrasts it with traditional PO fulfillment methods on Amazon and explains the benefits of having more control over inventory and order management.
Assessing DF for Your Brand: Criteria for identifying whether DF suits a brand's business model, including logistical capabilities, product categories, and customer-centric operational readiness.
Hybrid Fulfillment Model: Discussion of the potential to run DF alongside traditional PO-based fulfillment to ensure inventory coverage and mitigate stockout risks.
Setup Process for DF: Insight into setting up DF in Amazon Vendor Central, including warehouse setup, EDI and API implementations, and configuring lead times and capacity.
Evaluating DF Performance: Key performance indicators (KPIs) crucial for assessing the health and effectiveness of a DF operation, such as cancellation rate, expected ship date adherence, and delivery estimate accuracy.
Operational Challenges and Efficacy: An exploration of potential drawbacks and efficacy in adopting direct fulfillment, including Amazon's perspective on product categories and its impacts on DF recommendations.
Daily and Weekly DF Management: Julien outlines the daily and weekly responsibilities of managing DF, emphasizing the importance of updating inventory, processing orders, and reviewing performance metrics.
Amazon's Approach: How Amazon assesses and makes suggestions on product suitability for DF based on a variety of factors including category, average selling price, and speed sensitivity.

In this episode of the Ecommerce Brain Trust, Julie Spear, Head of Retail Marketplaces Services at Acadia, and Damiano Ciarrocchi, the Senior Retail Media Manager at Acadia and Head of the Retail Media Network Innovation team. They discuss the ins and outs of Ulta's retail media platform and what brands need to know to succeed in this unique beauty-focused marketplace.
Make sure you tune in to find out more!
In this episode, Julie and Damiano discuss: 
An overview of Ulta as a retail media marketplace dedicated to beauty products with both in-store and e-commerce presences.
The relative youth of Ulta’s platform compared to other marketplaces like Amazon and Walmart.
Challenges faced by brands, such as limited tools provided by Ulta for keyword research and competitive landscape analysis.
How brands can circumvent these limitations using third-party tools like Pacvue and Analytic Index.
Media Buying Strategies on Ulta
Options for buying media on Ulta, including self-service and managed services.
The partnership between Ulta and Criteo, including the campaign types available to advertisers.
Performance and Competition on Ulta
The current landscape shows low competition and promising results for brands advertising on Ulta.
How brands are achieving top-of-search positioning relatively easily compared to more saturated platforms.
Investment and Attribution in Ulta Advertising
Discussing meaningful media investment and attribution assessment on the Ulta channel
How to handle the complexities of advertising for a brand that has both an e-commerce and in-store presence
Ideal Candidates for Advertising on Ulta
Characteristics of brands that may benefit the most from advertising on Ulta.
Advising brands that should hold off on expanding to Ulta and the recommended trial period for testing the platform's effectiveness.
Damiano shares valuable insights on leveraging Ulta as a retail media network and the intricacies involved, offering a comprehensive look at what role this unique channel could play in a brand’s broader e-commerce strategy.

In this episode of the Ecommerce Brain Trust, Julie Spear, Head of Retail Marketplaces Services at Acadia, and Ross Walker, Retail Team Lead, discuss the latest developments in Amazon's marketing cloud (AMC), focusing on advanced integrations of new data sources, paid features, audience insights, and the Events Manager. 
They highlight the importance of robust attribution and customer journey data, as well as better audience creation and targeting for brands leveraging AMC.
In this episode, Julie and Ross discuss: 
Overview of AMC and its recent developments.
Detailed discussion on paid features like Experian auto paid data set and Foursquare paid data set.
Analysis of flexible shopping insights and audience segment insights.
Explanation of the Events Manager and its significance.
Insights into AMC-derived data that has significantly impacted clients.
Comparing the value propositions of media activation and measurement in AMC.
Speculation on Amazon's ambitions in the advertising industry and the role of AMC in achieving them.

In this episode of The Ecommerce Braintrust, Kiri Masters sits down with Angela Caltagirone, the Chief Digital Marketing Officer of PB5 Star, a brand in the pickleball category. They discuss the official launch of PB5 Star at the Etail West conference in Palm Springs, the demographics of pickleball players, the brand's positioning and go-to-market strategy, and the unique challenges and opportunities in the e-commerce space for a new brand.
In today’s episode, Kiri and Angela discuss:
PB5 Star's official launch at Etail West and the success of the pickleball tournament at the conference.
The demographics of pickleball players and the inclusive nature of the sport.
The positioning of PB5 Star as a brand that combines style, camaraderie, and wellness for the pickleball community.
Differences between pickleball and tennis apparel, focusing on attention to detail, comfort, and style.
The founding team's extensive retail experience and their go-to-market strategy for PB5 Star.
The decision to start with a direct-to-consumer approach and plans for future expansion into retail channels and marketplaces.
The brand's emphasis on authentic storytelling, partnerships, and collaborations in its marketing strategy.
The use of technology, AI, and a focus on responsible growth to establish the brand's presence in the market.

In this episode, Julie Spear, Head of Retail Marketplaces Services at Acadia, and Jordan Ripley, Director of Operations at Acadia, are joined by AJ Patel, VP of Global Growth at U Beauty.
They delve into the world of e-commerce, discussing topics such as the transition from analytics to e-commerce, the positioning of Ubeauty in the market, channel-specific marketing strategies, the role of organic marketing efforts, key performance metrics for Amazon, and the importance of profitability in an e-commerce business.
In this episode, Julie, Jordan and AJ discuss: 
Transition from Analytics to E-commerce: AJ Patel shares insights on transitioning from an analytics role to a more generalist role in e-commerce and the opportunities it presented for leveraging his skillset.
Positioning of Ubeauty: The discussion highlights the innovative Siren capsule technology used by Ubeauty, allowing targeted skincare delivery and the brand's focus on sustainability.
Channel-specific Marketing Strategies: AJ elaborates on how Ubeauty tailors its approach for different channels, including in-store presentations, the esthetician program, educational content on product detail pages, and leveraging influencers.
Role of Organic Marketing Efforts: The importance of organic marketing efforts and the challenge of measuring their impact, with a focus on the investment in content and branding.
Key Performance Metrics for Amazon: AJ discusses the metrics used to measure the performance and health of Ubeauty's Amazon account, emphasizing customer acquisition cost (CAC) over average order value (AOV) and customer lifetime value.
Importance of Profitability: The conversation underscores the significance of driving profit in addition to growth for e-commerce businesses and having a thorough understanding of channel-specific metrics and their roles in the overall strategy.