The Ecommerce Influence Podcast

He joins us to talk about what it looks like to manage a global strategy team for a huge global organization, the importance of only focusing on a few key metrics, why email is still his favorite marketing channel, organic content strategies that are working for Trek, and much more.

If you’re growing a large business, or you have aspirations to grow into a large business, you won’t want to miss this episode.

Enjoy!

• 6:19 What it means to be the Director of Channel Marketing Strategy.
• 7:44 Finding harmony between brick and mortar and ecommerce.
• 9:27 The Trek customer journey both on and offline and how it overlaps.
• 13:02 How Trek avoids alienating its broad-range of customers with its organic content.
• 15:22 The first test influencers have to pass before working with Trek.
• 16:12 How Trek approaches the seasonality of the bike business.
• 18:49 Andrew’s philosophy on measurement and why Trek’s global digital marketers are only responsible for 5 key KPIs.
• 21:23 What the Channel Marketing team at Trek looks like.
• 23:58 How Andrew empowers his global team to share new ideas.
• 25:27 This Director of Channel Marketing Strategy’s favorite marketing channel.
• 27:01 Andrew’s email marketing tech stack and team.
• 29:16 Balancing experimentation and systemization.
• 31:14 Three things Andrew’s learned in his career that have contributed to his success.
• 35:05 In ecommerce, what you see is rarely the whole picture.
• 40:02 The importance of going down the rabbit hole and finding out the larger context of what we see online.
• 43:17 When you create content, assume that whoever is going to see it has never seen anything from your brand before.
• 46:23 Having a brand is key when you’re thinking about business longevity.