Shows
Controllers ClassifiedWeathering tariff risks: Richie Mashiko’s framework for lean, resilient CPG brandsHost Erik Zhou, CAO at Brex, sits down with Richie Mashiko, Fractional CFO, to unpack the financial complexities of running high-growth e-commerce and CPG brands. From measuring the right things to navigating ad spend, pricing strategies, and fragile supply chains amidst tariffs, Richie offers a unique operator’s perspective on what it takes to drive sustainable growth in today’s market.Key quotes“There are 4 things I look at in an e-commerce business: cost of goods, operating expenses, advertising spend, and profit” “A lot of e-commerce businesses are dependent on the performance and efficiency of ads on Meta, Go...2025-05-2038 min
The Boring Ecom PodcastThe Beginner's Guide to Boring Retention MarketingEver wondered how brands like Feastables turn first-time buyers into superfans? Join Richie Mashiko (She's Birdie) and Joe Siegel (Feastables) as they spill the tea on retention marketing - from building killer email flows to creating Discord communities that actually work. No fluff, just actionable strategies that have helped scale multiple 8-figure brands. Whether you're just starting out or looking to level up your retention game, this episode packs everything you need to know about keeping customers coming back for more. Plus, hear the embarrassing story of how Feastables accidentally gave away 99% discounts on Black Friday (and lived to...2025-01-0954 minThe Boring Ecom PodcastWelcome to the Boring Ecom PodcastWelcome to The Boring Ecom Podcast! In this introductory episode, meet your hosts Richie Mashiko (Head of Growth at She's Birdie) and Joe Siegel (Head of E-commerce at Feastables) as they explain why they're diving into the 'boring' side of e-commerce.
Fed up with the endless content about ads and marketing, Richie and Joe are here to unpack the critical but less-discussed aspects of running successful e-commerce brands. From finance and operations to supply chain and hiring, they're tackling the unglamorous work that happens beneath the surface - the parts of the iceberg you don't see on...2024-11-1204 min
Design To ConvertUnlocking Growth and Empowerment: The She's Birdie Story In our latest episode of Design To Convert, Richie Mashiko, Head of Growth at She's Birdie, shares his entrepreneurial journey and how his company has created a successful personal safety alarm for women. Richie highlights the power of Facebook ads in driving their growth, the product's high gross margin, and their diversified distribution channels. Despite being a single product business, Birdie thrives due to its strong unit economics and recently introduced subscription model. Focusing on profitability across channels and trusting experts has been crucial to their success. Richie emphasizes the importance of understanding unit economics, solving a problem for...2023-04-2547 min
Brand Builders019: How We Made $3 MILLION DOLLARS on Black Friday with Shopify in 4 DaysIn this episode, Matt and Richie have their Black Friday Cyber Monday 2022 recap. They discuss Facebook ads, building a business/brand and their professional goals for 2023. Richie starts off by sharing his BFCM earnings for Birdie compared to the other years, the strategy he used and how he allocates his marketing budget. They dive into what he made on Amazon, Shopify and his plans for TikTok next year. While Matt hops into what he did with Stumptown Mattress during BFCM, his No Sale winning strategy, an update on Stumptown’s website and the Twitter debate going on about performance ma...2022-12-0643 minBrand Builders018: 3 Things We SHOULD'VE Done as 6 Figure Ecommerce MarketersIn this episode, Matt and Richie discuss missed opportunities, potential growth options and how they could have handled older marketing events in the past. They dive into Richie’s plans for 2023 Q1, his customer service systems and the possibility of Birdie having a podcast. Matt also asks Richie about Birdie’s Black Friday strategy, Amazon FBA revenue and their holiday ad spend plus what to do with your evergreen ads during that time. They finish off by going over SUPER underrated apps for your Shopify store such as Recart SMS, Retention.com, Slippy.io and much more.👑Check o...2022-11-141h 00Brand Builders017: The Secret to Why Your Ads are TERRIBLE & 38+ Ways to FIX THEMIn this episode, Matt and Richie discuss Black Friday being around the corner and annual plans for 2023. Matt goes into his annual goals for StumpTown Mattress for 2023, how he plans to spend his marketing budget, his email marketing strategy and secret strategies for increasing customer relationships and engagements using Bonjoro. Matt also goes into more strategies using multiple Shopify apps, methods for partnerships/referrals and possibly having StumpTown Mattress dive into Amazon FBA.👑Check out our other podcast Ecommerce UncoveredWatch or listen to it here!💜 Apple: https://podcasts.apple.com/us/podcast/ecomme...2022-11-0754 minBrand Builders016: EXACT STEPS to a 7 FIGURE Shopify Store in 2022 (...everything you need)In this episode of Brand Builders, Matt Lady and Tom Brown discuss Richie’s text about Matt running ads for his upcoming brand and breakdown how to start the brand itself from getting products to launch date. They also breakdown a competitor's brand that does something similar and how to improve upon what they are doing. On top of that they discuss content strategy & niching down for promotion plus the Shopify apps and process for setting up a new store. They also give advice on how to pre-launch your brand, ordering samples, bundles, discounts, designs and go over how si...2022-11-0239 minBrand Builders015: Follow this EXACT Black Friday STRATEGY if you want to make $300k IN A DAYIn this episode, Matt and Richie go over a recent interview they both listened to about OpenStore’s (aggregator that buys Shopify brands) strategy for growth, Amazon’s second Prime Day results for Richie’s brand Birdie and Matt also dives into potentially setting up StumpTown Mattress on Amazon. They also take the time to talk about Q4 Black Friday 2022 pros and cons & Richie’s Black Friday strategy for BirdiePlus.CONNECT WITH MATT🌐 Website: https://mattladydigital.com/🐦 Twitter: https://twitter.com/mattlady📸 Instagram: https://www.instagram.com/mrmattlady/🖇️ LinkedIn...2022-10-251h 00Brand Builders014: EASY TRICK that will get your SHOPIFY STORE to $100K+ in 2022In this episode, Matt and Tom talk discuss a mind blowing ad creative that left them both speechless in how simple but profitable it has been, their thoughts on going back to the basics, the coming shift in what Head of Growth means to a DTC brand, Tom’s thoughts on Shop Cash (Shopify’s Cash Back Program) and Matt, Tom & Richie’s potential growth consultancy for Brand Builder listeners.👑 Special thanks to our sponsor Checkoutlinks.Go to www.checkoutlinks.com/matt for your DISCOUNT today!CONNECT WITH MATT...2022-10-2043 minBrand Builders013: How to start an 8 FIGURE Shopify Store (...seriously)In this episode, Matt and Richie go through Richie’s background, career, Birdie's creation plus how it works, how he helped turn Birdie into an 8 figure brand as well as how Richie and his team built a SaaS for Birdie in less than a year. Richie also shares his thoughts on packaging, when he knew that Birdie could be a big deal, strategies he used to get it where it is today, how his plans start and adapt over time and also shares the lessons he’s learned along the way.👑 Special thanks to our sponsor Checkou...2022-10-181h 02Brand Builders012: Copy this EXACT strategy for both PAID & ORGANIC Shopify GrowthIn this episode, Matt and Tom talk discuss Tom’s official Twitter announcement of joining Hutch, his advice on balancing marketing vs sales plus his strategy for both paid and organic growth. They also dive into the benefits of short term growth vs long term growth and how Tom handles all of the processes of running a brand. Matt also goes into the two main things he wished to focus on for StumpTown Mattress and Matt, Tom and Richie’s potential growth consultancy for Brand Builder listeners.👑 Special thanks to our sponsor Checkoutlinks.Go to...2022-10-131h 06Brand Builders011: Shopify's POOR attempt to be the NEW AmazonIn this episode, Matt and Richie discuss recent scandals on Twitter including Santigago’s faked Klaviyo results and a CRO’s thread disaster as well as Shopify’s new cash back feature, if going into retail is worth it, Shopify’s attempt to be like Amazon and how different someone’s ecommerce journey will be if they decide to bootstrap the entire way. All this and more in episode 11 of the Brand Builders Podcast. 👑 Special thanks to our sponsor Checkoutlinks!Get a your Brand Builders Listener Discount by going to:checkoutlinks.com/mattCONNECT WI...2022-10-1143 minBrand Builders010: How to add an EXTRA $500k with Shopify's NEW Discount UpdateIn this episode, Matt and Tom talk about Shopify’s new discount stacking and subscription feature as well as other Shopify subscription service apps, Tom gives a quick update on his role as Head of Growth at Hutch, Matt gives an update on his first 3 weeks at StumpTown Mattress and if their website will be ready in time for Black Friday, his experience with a Google Ads freelancer and with clients in the past along with his meetings with TripleWhale and Northbeam.👑 Huge thanks to our sponsor SheerIDGo to http://sheerid.com/shopify for your...2022-10-0654 minBrand Builders009: What makes a Shopify store WORTH $600M (Million Dollars)?In this episode, Matt and Richie kick off his introduction discussing some of the tweets making waves in the DTC community including DTC brand founder's opinions and backstories, brand building, how to set yourself up for life with the right strategy, two brands that were recently acquired and what made them so special to be worth $600M+. All this and more in episode 9 of the Brand Builders Podcast. 👑 Special thanks to our sponsor SheerID. Start your FREE trial by going to: sheerid.com/shopifyCONNECT WITH MATT🌐 Website: https://mattladyd...2022-10-0434 minBrand Builders008: How a Shopify store audit can EASILY add 6 figuresIn this episode, Matt and Tom chat about Matt’s decision to choose between a template or custom built Shopify store, read listener opinions, how to manage your time as a brand founder, how to execute an audit, SEO, influencer seeding and a shocking analysis of StumpTown Mattress’s Google analytics.👑 Huge thanks to our sponsor Noowave. Go to noowave.co and USE CODE: POD10 for 10% OFF your orderCONNECT WITH MATT🌐 Website: https://mattladydigital.com/🐦 Twitter: https://twitter.com/mattlady📸 Instagram: https://www.instagram.com/mrmattlady/🖇️ LinkedIn: https://www.l...2022-09-291h 04Brand Builders007: Top 10 BEST Shopify apps for your store in 2022In this episode, Matt and Tom chat about Matt’s Shopify apps/tech stack including Triple Whale, Loox, Fondue, Klaviyo, Refersion, etc and his future strategies for StumpTown Mattress, we also get an update on Tom’s experience selling his brand and his strategy for scaling Hutch.👑 Huge thanks to our sponsor Noowave. Go to noowave.co and USE CODE: POD10 for 10% OFF your orderCONNECT WITH MATT🌐 Website: https://mattladydigital.com/🐦 Twitter: https://twitter.com/mattlady📸 Instagram: https://www.instagram.com/mrmattlady/...2022-09-2250 minBrand Builders006: Creative ways to get more customers and increase growthIn this episode, Matt and Tom chat about their new roles as both Heads of Growth at Hutch and StumpTown Mattress, the ups and downs starting off, how the recession will impact both brands, shipping times and out of the box methods for acquiring customers.👑 Special thanks to our sponsor SheerID. Start your FREE trial by going to: sheerid.com/shopify👑 Huge thanks to our sponsor Noowave. Go to noowave.co and USE CODE: POD10 for 10% OFF your orderCONNECT WI...2022-09-1950 minBrand Builders005: Shopify brand owner or employee? (which should you choose)In this episode, Matt and Tom chat about Tom’s new role as Head of Growth at Hutch after 9 years of working for himself, his meetup in London with others in the DTC space and Matt’s possible Head of Growth position at various potential brands plus an update on Tom’s experience selling his brand.👑 Special thanks to our sponsor SheerID. Start your FREE trial by going to: sheerid.com/shopify👑 Huge thanks to our sponsor Noowave. Go to noowave.co and USE CODE: POD10 for 10% OFF your orderCONNECT...2022-09-1545 minBrand Builders004: Should you still run Facebook Ads for Black Friday & Cyber Monday in 2022?In this episode, Matt and Tom chat about the UK's lower cost to fulfill and ship products in comparison to the US, how to increase your inventory and prepare for Black Friday/Cyber Monday including going viral with your brand, running retargeting Facebook Ads Campaigns, Facebook Advantage Plus as well as how to build the “perfect brand”.👑 Special thanks to our sponsor SheerID. Start your FREE trial by going to: sheerid.com/shopify👑 Huge thanks to our sponsor Noowave. Go to noowave.co and USE CODE...2022-09-1556 minBrand Builders003: When to start setting up your Shopify brand for Black Friday + Klaviyo price change?In this episode, Matt and Tom chat about Matt’s potential Head of Growth position, setting up for Black Friday, Klaviyo’s pricing change, email marketing tactics and an update on Tom’s experience selling his brand.👑 Special thanks to our sponsor SheerID. Start your FREE trial by going to: sheerid.com/shopify👑 Huge thanks to our sponsor Noowave. Go to noowave.co and USE CODE: POD10 for 10% OFF your orderCONNECT WITH MATT🌐 Website: https://mattladydigital.com/🐦 Twitter: https...2022-09-1538 minBrand Builders002: When is a good time your sell your Shopify brand and why?In this episode, Matt and Tom take on the second episode by finishing their chat on starting a brand in a recession, cutting costs, referral programs, SEO, influencer marketing, and Tom’s experience selling his brand.👑 Special thanks to our sponsor SheerID. Start your FREE trial by going to: sheerid.com/shopify👑 Huge thanks to our sponsor Noowave. Go to noowave.co and USE CODE: POD10 for 10% OFF your orderCONNECT WITH MATT🌐 Website: https://mattladydigital.com/🐦 Twitter...2022-09-1433 minBrand Builders001: How to start a DTC Shopify brand in 2022In this episode, Matt and Tom kick off the first episode by introducing themselves and giving a bit of background on their DTC journey so far including running ads, pricing products and starting a new brand in the recession.👑 Special thanks to our sponsor SheerID. Start your FREE trial by going to: sheerid.com/shopify👑 Huge thanks to our sponsor Noowave. Go to noowave.co and USE CODE: POD10 for 10% OFF your orderCONNECT WITH MATT🌐 Website: https://mattl...2022-09-1443 min
Cart Overflow: Where eCommerce Marketing Playbooks Are Written & SharedThe Growth Strategy behind $1200/mo to 7 figures in 6 Months - With Richie MashikoHIGHLIGHTS: 13:21 - Birdie’s approach to channel diversification and advertising spend16:18 - how Birdie uses video marketing to drive awareness18:39 - on importance of building out media distribution before the content actually exists26:47 - how Richie learned to systematize his marketing strategy from infomercial industry33:26 - Richie goes deep on Facebook ad metrics and unit economics. Links Mentioned: She's Birdie Homestead Studio Common Thread Collective
2020-12-0940 min