Episode · 2026-03-07
Hot Jobs
Hot Jobs | Nike Burns $300m | Jordan West, Taylor Holiday, Matt Mullenax Join (3.6.26)
Rundown
Chris Hall and Colin cover hot ecommerce jobs and open with a TikTok Shop halo-measurement discussion alongside Jordan West of Social Commerce Club, then bring on a skincare founder (Matt Mullenax) to discuss the Heron brand origin story, and close with Nike's $300M cost-cutting charge and a riff on reselling bulk carrier returns, while repeatedly trying (and failing) to get Taylor Holiday's connection working.
Takes from this episode
Multi-touch attribution is not a good framework for making marketing decisions, and the TikTok Shop-to-Shopify halo effect is a far more surprising and valuable signal to measure.
what we're trying to do is sit in between multi-touch attribution which I just do not believe is a great way to make decisions... what is the most surprising is the halo from Tik Tok shop over to Shopify
SaaS pricing for marketing measurement tools is heading toward zero, so value has to be delivered rather than charged for at the old software-license rates.Prediction
I really believe that SAS is going to zero at some point right or or as as close to as possible to zero and so what we want to do is bring a ton of value
Detonating all creative at once ('blitzing') floods the market and misleads even sophisticated creators into thinking a product is organically blowing up, so offline sampling with creators ahead of a synchronized launch avoids that false signal.
detonating all of these pieces of creative at one time and then pouring money onto them flooded the zone and it made everybody think, including the high lever creators... this product is blowing up
A personal struggle with bad skin and a boss's blunt feedback was the real founding motivation behind starting the skincare brand, not a purely professional market opportunity.
I had a boss tell me, he was like, "Hey man, like we can't take you to any more management meetings until you fix this."... that's the genesis of the of the Heron brand team
Bulk carrier and retailer returns (UPS, FedEx, Amazon, Walmart) could be resold through a live-shopping platform like Whatnot as a viable business model.
of course, you can buy bulk returns from basically anybody. You can buy them from Walmart, too... Maybe this kind of whatnot startup here