Authentic Storytelling in Ecommerce: Lessons From recteq's Marketing Playbook With Judd Pratt-Heaney

Judd Pratt-Heaney is the VP of Marketing and Ecommerce at recteq, a leading pellet grill and barbecue lifestyle brand known for its innovative, durable wood pellet grills and strong community focus. With over two decades of experience in marketing leadership, Judd held senior roles at Reckitt Benckiser, HARMAN International, and WWE, working across brand management, global communications, sponsorship strategy, and integrated marketing. At recteq, Judd directs both content and performance marketing, using storytelling to build community and drive ecommerce across the grill and outdoor lifestyle space.  In this episode… Many brands aim to build community and authenticity, but end up relying on buzzwords and performative content that fail to resonate. In the crowded ecommerce space, how can companies foster a genuine connection with their audience — one that scales, drives loyalty, and still sells products? Judd Pratt-Heaney, a marketing and ecommerce leader, breaks down how brands can build real communities through content that feels personal, messy, and true to the customer experience. Judd emphasizes the importance of user-generated content, live video, and direct engagement with fans as key drivers of trust and growth. He advises marketers to favor function over polish, listen to their community for content cues, and embrace a three-pronged approach: reflecting the customer's voice, jumping on trending moments, and creating unique ideas that push the brand forward. In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Judd Pratt-Heaney, VP of Marketing and Ecommerce at recteq, about scaling community through authentic storytelling. Judd shares how messy, unslick content builds stronger engagement, how to balance product and promotion, and why direct feedback loops with customers create lasting brand value.