Beyond The Now

How does a brand go from something no one understands… to a $1B category leader?Domonique Brown had a front-row seat. She joined Liquid I.V. as employee #12, when the brand was doing under $20M in revenue. Today, she’s the most tenured employee, having helped scale the company through hypergrowth, acquisition by Unilever, and global expansion.In this episode, we break down what it actually takes to build and scale a category-defining brand.We cover:What it looked like in the early days (no processes, no playbook)How Liquid I.V. built a category from scratchThe phases of scaling from $20M → $1B+Why customer experience is a growth and marketing channelHow the team continues to experiment and stay aheadThis is a real look at what happens behind the scenes of building a billion-dollar brand.

Most brands are chasing growth the wrong way.They’re optimizing for quick wins, cheap clicks, and short-term conversions.But when you’re selling a high price point product, that doesn’t work.In this episode, Chelsea Schulz (Former Head of Digital Marketing at Lancer Skincare) breaks down growth strategies that actually work for premium brands.We get into why high-ticket products require longer buying journeys, how to build trust across weeks or even months, and why retention, SMS, and real customer conversations matter more than ever.We also cover:Why brands are overspending on MetaThe shift away from influencer marketingHow to think about retention vs acquisitionWhere AI is a “hell yes” vs a hard noNo matter what price point you’re selling at, Chelsea shares practical takeaways every marketer can use.

Most tech accessories are a race to the bottom with cheap materials, copycat products, competing on price. But Nomad Goods took a different approach.In this episode, CEO and Co-Founder Noah Dentzel breaks down how Nomad built a premium brand in a category flooded with cheap alternatives.Noah & Liam get into:Nomad’s early Kickstarter journeyBuilding a product-first culture that actually lastsThe Apple Watch launch and the moment customers were “really, really mad”Why great brands are earned through product, not marketingIf you’re building in ecommerce, this is a masterclass in what it actually takes to win.

Courtney Hawkins has spent 20+ years building and scaling retail at brands like Mejuri, The RealReal, Bath & Body Works, and Gap, and now building her own advisory group, CH Retail Group.Right now, many DTC brands are moving into physical retail. In this episode, we break down what actually makes retail work and why it’s far more complex than just opening stores.Courtney and Liam get into:Why you can’t “muscle” your way into retail successThe biggest mistakes brands make when expanding into physical storesWhy most retail problems aren’t store-level, they’re enterprise-levelThe gap between digital and in-store customer experienceWhy people, not data, are still the biggest driver of performanceIf you’re thinking about retail expansion or are already in it, this is a must-listen.

In this episode of Beyond the Now, Liam sits down with Jonathan Shroyer from Linda’s to break down how he scaled a “sleepy” ecommerce business from $2M to $12M in just two years.Jonathan shares how he identified a $6B market opportunity, and how AI became the unlock for rapid growth, driving 25% of revenue through automated, personalized marketing.They dive into:Why “boring” industries are some of the biggest opportunities todayHow AI is changing ecommerce, retention, and personalizationThe shift from funnels to “learning loops”Why most brands are already behind on AI adoptionThe exact playbook Jonathan used to scale Linda’sIf you’re building in ecommerce, retention, or AI, this episode is a must-watch.

Patagonia is one of the most respected brands in the world.But their approach to growth breaks almost every traditional marketing playbook.Angela Clark, former VP of Digital at Patagonia, joins the podcast to talk about what it actually means to grow a business when your mission is to reduce consumption, not drive it.We get into:How Patagonia balances revenue growth with sustainabilityWhy they avoid traditional “conversion tactics” like discounts and urgencyWhat most brands get wrong about retention and customer relationshipsHow AI is changing digital teams and what operators should focus on nextLessons from Angela’s career across brands like eBay, Levi Strauss, Pottery Barn, Eddie Bauer, and e.l.f. CosmeticsThis episode is for anyone thinking about: How to build a brand that lasts, how to rethink growth beyond short-term revenue, and what the future of digital and eCommerce actually looks like.

Most eCommerce brands don’t fail because of tactics. They fail because they never get clear on who they are.In this episode, the CEO of Blenders breaks down what actually separates brands that scale from those that stall.After 13 years at Adidas and now leading Blenders, Jack shares a different perspective on growth, AI, and what it really takes to build a brand that lasts.We get into:Why most brands are chasing trends instead of building identityThe biggest misconception about scaling a brand todayHow AI is changing eCommerce and why most companies are thinking about it wrongThe difference between brands that scale to $100M and those that disappearWhy storytelling and culture matter more than everIf you’re building a brand or thinking about the future of eCommerce, this episode will change how you think about growth.

In this episode, Liam sits down with Max Lishansky, CMO at Cuyana, to talk about what actually drives growth for modern brands.Max has spent nearly a decade as a CMO across direct-to-consumer companies. Earlier in his career, Max shares insights on aggressive brand growth, how companies can stand out in a crowded DTC landscape, and why many marketing “best practices” no longer work. The discussion also dives into the role AI is beginning to play in marketing and why it’s powerful but not a silver bullet.Topics covered include:• How brands find their unique growth edge• Why breakout growth usually comes from 1–2 outlier tactics• The importance of brand storytelling and creative differentiation• How AI is changing marketing workflows and experimentation• Why marketing ultimately comes back to human psychologyThis is a rare behind-the-scenes look at how top CMOs are thinking about brand growth, marketing strategy, and the role AI will play in the future.

ANTA is making waves in the U.S., and we go behind the scenes to show how. From signing NBA stars like Kyrie Irving to opening their first Beverly Hills store, ANTA is redefining sports marketing, community engagement, and global expansion.In this episode, hear from Christian Laursen, ANTA’s U.S. Head of Marketing, as he shares:* How ANTA went from 0 to 100 in just 90 days in the U.S.* The strategy behind celebrity partnerships and influencer engagement* Creating a loyal community that travels to events across cities* Innovative approaches to marketing, SMS, and AI for growth* Lessons from working with GOAT, Adidas, and iconic sports momentsWhether you’re in sports, marketing, or business growth, this episode gives a blueprint for bold moves in competitive markets.

Retention marketing is changing faster than most brands realize.In this episode, Liam sits down with Eli Weiss, VP of Retention Advocacy at Yotpo, to talk about how AI is reshaping the future of eCommerce growth. Eli shares why he believes “growth marketing is dead,” why brands may soon never need to log into Klaviyo again, and how AI is transforming personalization, experimentation, and customer loyalty. They also dive into Eli’s experience leading customer experience and retention at brands like Olipop and Jones Road, what actually drives repeat purchases, and why many retention strategies fail when the product itself isn’t strong. The conversation explores:-How AI is changing lifecycle marketing-Why personalization is finally becoming real-The future of automated retention systems-Why experimentation will define winning brands-What marketing teams will look like in an AI-native world

In this episode, Liam sits down with Laura, former partner at Moustache Republic and one of the most influential voices in Australian eCommerce, to unpack what really drives growth for modern brands.Laura shares her journey from fashion design and eBay’s early marketplace days to scaling one of the region’s most respected Shopify agencies, and why she chose to step away to focus on advisory, board work, and a portfolio career. The conversation dives deep into marketplaces versus DTC, why Amazon is still critical for global expansion, and how Australian brands can successfully enter the US without waiting too long.They also explore the realities of AI in commerce. From bringing more capabilities in-house, to how agencies must evolve beyond execution, to the guardrails brands need when adopting AI at scale. Laura breaks down what the fastest-growing brands get right, the biggest mistakes retailers are making, and why so many businesses are stuck without a clear three-year plan.

In this episode, we’re joined by Mal Chia, fractional CMO and co-founder of Ecom Nation, to unpack why brand still wins in eCommerce, even in a world obsessed with metrics.After years in the trenches scaling seven-figure ecom brands, Mal breaks down what the fastest-growing companies actually get right: operational discipline, deep customer understanding, and clear brand foundations that guide every decision. We dive into why paid ads alone are a dangerous growth strategy, how brands get stuck chasing short-term performance, and why creativity and experimentation matter more than ever in a crowded market.Mal also shares the metrics that actually matter (and the ones to stop obsessing over), how to think about customer acquisition vs. retention, and where AI helps or hurts modern eCommerce teams. If you’re a founder or marketer trying to build a durable eCommerce brand, this episode is for you.Chapters:00:00 – Why Brand Is More Than What You SellSetting the tone on purpose, emotion, and why brand matters from day one03:58 – Mal’s Path Into MarketingFrom DJing and events to digital marketing and scaling eCommerce brands08:41 – What the Fastest-Growing Brands Have in CommonOperational discipline, focus, and knowing exactly who you are for13:52 – Brand Foundations: Purpose, Promise, PrinciplesThe triangle framework and why most brands skip the emotional why19:37 – The Danger of Metrics ObsessionWhy not everything that matters can be measured and how ROAS distracts teams24:45 – Why Most Ecom Creative Looks the SameThe copycat problem, experimentation, and standing out in crowded feeds29:56 – Paid Media Is Not a Growth StrategyWhy ads alone are unsustainable and how to think about the full funnel34:48 – Is AI Actually Ready for Creative?Where AI helps today, where it falls short, and why originality still needs humans39:32 – Preparing Your Brand for AI-Driven ShoppingProduct visibility, AI recommendations, and what brands should do now43:58 – Profitability, Black Friday, and Sustainable GrowthWhy over-relying on peak periods hurts long-term performance47:46 – The Metrics That Actually MatterAOV, conversion rate, sessions, and focusing on revenue drivers50:32 – Final Advice for Building a Durable BrandWhat founders and marketers should prioritize heading into 2026

Founders rarely talk honestly about the emotional grind, the pressure, and the strange mix of resilience and chaos required to survive in ecommerce. In this episode, Carmel breaks down the real story of building community, experimenting without fear and navigating rapid industry shifts while staying anchored to personal values. Listeners learn how to build relationships that genuinely matter, how to adapt to technology without losing authenticity and how to make decisions based on customers rather than trends.Carmel, a respected strategist and community builder who has worked across events, tech, agency and brand roles, shares the behind the scenes story of how Humble Brags became one of the most connected founder networks in Australia and beyond. She dives into the moments that shaped her career, the failures that taught her the most and the mindset that helped her create a movement rooted in honesty and wellbeing. The episode explores experimentation, loyalty, founder wellbeing, Black Friday strategy and the future of AI driven marketing, giving listeners practical and human centred takeaways they can apply immediately.Key Takeaways:I realised that community grows fastest when I stop thinking about the brand and start thinking about the humans behind it.I learned that experimentation beats perfection every single time, especially when the industry moves this quickly.I understood that being a founder means blending personal wellbeing with business decisions because the two never separate.Timestamps:[00:00:00] Why Carmel hates being on the other side of the interview[00:01:02] How her varied career shaped her approach to community and marketing[00:03:14] The truth about finding your people in the industry[00:04:52] Advice for new founders entering a tight knit space[00:06:10] Carmel on rejection, fear and developing resilience[00:08:56] The accidental beginning of Humble Brags[00:11:42] Why founder vulnerability matters more than strategy[00:15:02] Feeling out of depth and faking confidence in new roles[00:18:44] The future of ecommerce and the rise of lean, agile teams[00:26:12] What Aussie brands can learn from US experimentation[00:29:32] Black Friday, loyalty and retention beyond discounts[00:33:48] How AI will reshape measurement and brand building[00:36:12] Why website copy matters more than ever[00:37:10] What is coming next for Humble Brags in Australia and the USLinksCarmel Zein’s LinkedInHumble BragsInstant websiteLiam Millward's LinkedIn

With 17 years in e-commerce, Chantel shares her journey from blogging and early influencer campaigns to leading growth at brands like Petal & Pup and Naked Harvest.Chantel dives into what draws her to work with certain brands—purpose-driven, scrappy, and mission-focused companies that value agility and community. She shares her approach to building teams, aligning leadership, and creating culture, emphasizing the importance of ownership mentality, trust, and genuine engagement with employees and customers alike.From tackling operational nightmares like 3PL go-lives to pivoting brand strategies during COVID, Chantel explains how challenges have shaped her approach to scaling brands. She also highlights the importance of creative storytelling, data ownership, and a multi-channel 360 strategy as the keys to winning in today’s competitive landscape.Key Takeaways:Most brands think they have a marketing issue but almost always have a synergy issue. The biggest unlock is alignment between ops, marketing, product and leadership. Without it, no channel can perform.Creative storytelling, community involvement and multi channel execution outperform any single silver bullet. Viral stunts, employee generated content, in person events and genuine brand love create long term attention.Retention is the true engine of profitable e commerce and most brands severely under invest in it. Without strong retention, every acquisition dollar becomes more expensive and overall marketing becomes inefficient.Timestamps:[00:00:00] Intro.[00:03:12] Chantel explains her 17 years in e commerce and current work across Naked Harvest and consulting.[00:06:48] Her early career in blogging, PR, influencer seeding and the beginnings of digital marketing.[00:10:34] What draws her to certain founder led brands. Purpose, mission and scrappy origins.[00:14:27] How companies lose agility as they grow. The north star problem and team misalignment.[00:18:51] Why brands believe they have a marketing issue when the real issue is synergy and cross team friction.[00:23:19] How Chantel audits teams, uses surveys, identifies blind spots and builds trust with founders.[00:28:56] Biggest challenges. 3PL failure, 62 hour work sprint and building Petal and Pup during COVID.[00:33:41] The viral US trip stunt, creative strategy, community engagement and rebrand storytelling.[00:38:22] Future trends. In house micro influencers, the decline of SMS and the rise of retention first brands.Links:Chantel Brayley on InstagramNaked Harvest SupplementsInstant websiteLiam Millward's LinkedIn

This episode dives into the messy middle of building a startup, the sharp experiments, the tough board conversations and the moment a team chooses revenue over runway. Listeners learn how early product choices, tiny outbound tweaks and tight hiring decisions work together to create momentum that actually scales, along with practical steps to reduce churn when growth gets chaotic.Max explains how Blackbird evaluates founders, the risks facing todays AI startups, and the behaviours that separate resilient founders from fragile ones.Key Takeaways:Momentum is not luck and is built through tight focus, small experiments and ruthless prioritisation.Product must keep pace with growth and customer success alone cannot fix weak product decisions.The strongest founders mix deep kindness with a fierce drive to win because that combination scales culture.Timestamps:[00:00:00] Introduction and how we first met[00:03:12] Teenage hustle and the Quick to Instant story[00:07:05] Finding momentum through River City Labs[00:11:48] How to evaluate founders who execute fast[00:15:23] Product versus distribution and what actually wins[00:18:56] The real role of AI and what it automates[00:23:09] Churn concerns in AI products and early warning signs[00:27:34] The raise or revenue lunch that changed everything[00:33:10] Audience pivot, product hires and the growth turning point[00:39:42] Founder traits, culture and closing insightsLinksMax Meyer’s LinkedInBlackbirdInstant websiteLiam Millward's LinkedIn

Colour contact lenses might not be the first product that comes to mind when you think about a breakout global beauty brand, but this episode reveals why that assumption is changing fast. Listeners will learn how one founder spotted a pattern inside a slow and overlooked category, questioned the true value of the subscription model, and uncovered a major opportunity hidden in a corner of the market most people ignored. From understanding margins and customer acquisition costs to navigating international expansion, this conversation breaks down the real forces that turn a brand from steady growth into explosive momentum without sacrificing profitability.The episode also explores how Shaun, the founder of Dimple and a former operator of a 150 person ecommerce agency, used his experience to build a high performing internal team, push into new global markets and ultimately ignite the rapid rise of Dimple Colour. Listeners will hear honest insights about the emotional weight of entrepreneurship, the moments that nearly derailed the company and the decisions that shifted everything. For anyone working through product market fit, considering a pivot or trying to scale a consumer brand, this episode offers essential lessons from someone who has lived every stage of the journey.Key TakeawaysI realised how important margins, customer acquisition costs and payback periods are, and how quickly they can determine the direction of a business.I learned that trusting my instinct earlier would have saved months of slow progress and would have opened the door to the winning product much sooner.I discovered how different global markets respond to the same product, and how one idea unexpectedly resonated far beyond what I first imagined.

Building a high growth marketplace is challenging, especially in a space driven by hype, scarcity, and fast changing trends. This episode walks listeners through the story of how Pushas navigated explosive demand, painful downturns, and a global expansion that required careful experimentation and sharp execution. It explains how to build repeat customers, how to understand your numbers deeply, and how to grow lean with a product catalogue that constantly evolves.Justin Truong, co founder of Pushas and a leader who has helped scale the company into one of Australias most recognised hype marketplaces across sneakers, streetwear, collectibles, and international markets, shares the real founder journey behind it all. His experience offers valuable lessons on trend spotting, unit economics, experimentation, and resilience that apply to any founder wanting to grow a high intent consumer brand.Listeners will understand how Pushas transformed a university side hustle into a global platform, how they survived the most difficult season of the business, and how they are preparing for the next stage of growth.I learned that constant experimentation is the only way to stay ahead when hype changes every day.I realised that profitability becomes a competitive advantage when capital disappears.I discovered that trusting my gut often beats waiting for perfect data, especially when launching new categories.Timestamps:[00:00:00] How Pushas began with Sandy's sneaker obsession[00:01:24] Turning early reselling into a proper storefront[00:02:47] COVID demand surge and the shift to a marketplace model[00:03:54] Why they raised capital and what it enabled[00:05:20] Defining Pushas as the marketplace of hype[00:07:11] Staying ahead of trends through reseller insights[00:08:45] Driving repeat purchases using AI and instant communication[00:10:51] The most difficult stage when capital dried up[00:14:12] Surviving the founder Valley of Death[00:33:19] The next three year vision and reaching nine figuresLinks:Justin Truong's LinkedInPUSHASInstant websiteLiam Millward's LinkedIn

When Hero Packaging nearly collapsed, founder Anaita Sarkar was faced with an impossible choice, walk away from the brand she built, or risk everything to bring it back to life. In this powerful episode, she breaks down the story of losing millions, betting on a $250,000 machine, and rebuilding a sustainable brand from the ground up.Listeners will learn how Hero Packaging moved from manufacturing in China to running its own Australian facility, the emotional toll of scaling too fast, and the surprising link between sustainability, profit, and personal purpose. Sarkar, an author, speaker, and e-commerce leader, shares her raw lessons on resilience, founder burnout, and why being different will always beat being better.If you’re a business owner trying to balance growth with values, this is the real talk you’ve been waiting for.Key Takeaways:I learned that the real test of purpose isn’t when things go right. It’s when you’re told to shut everything down and still choose to fight.Going “all in” on Australian manufacturing nearly broke us but it became the reason we survived.Building a founder-led brand isn’t about selling; it’s about showing up, standing for something, and being unapologetically honest.Timestamps:[00:00:21] – The origin of Hero Packaging and the spark behind compostable mailers[00:03:01] – The nine-month struggle to manufacture a product that didn’t exist[00:05:51] – Rapid growth—and the shock of being told to shut down[00:07:57] – The burnout, debt, and the decision to risk it all again[00:10:00] – Raising $1.5M—and how it almost destroyed the business[00:11:12] – The $250K machine that changed everything[00:13:17] – Using a personal brand to rebuild Hero’s reputation[00:17:43] – Why Hero refuses to take shortcuts, even when competitors do[00:21:23] – Building a distinctive brand instead of a “better” one[00:36:56] – The power (and risk) of working with your life partnerLinks:Anaita Sarkar's LinkedInHero PackagingOlivia and CoInstant websiteLiam Millward's LinkedIn

If you’re launching a brand in 2025, this is your cheat sheet.In this episode of Beyond the Now, Liam Millward sits down with Nik Sharma, founder of Sharma Brands and widely known as “The DTC Guy.” Together they explore how modern founders are scaling smarter, not just harder.Nik unpacks his early journey from running social for Pitbull to helping launch beverage giant Lemon Perfect, and how that evolved into Sharma Brands: a consultancy reshaping direct-to-consumer growth.He breaks down the concept of the Sharma Red Carpet, a founder-first partnership model that prioritizes speed, clarity, and service, plus his famous 5-Minute Rule for always replying to brands instantly.The conversation dives deep into the middle of the funnel, where most brands fail to educate or convince customers. Nik outlines how smart lifecycle marketing, strong PDPs, and high-performing email flows create massive gains without extra ad spend.The duo also explore the future of AI in eCommerce, from generative email flows to agentic systems running retention and attribution, and how founders should already be using these tools daily.Finally, Nik shares practical Q4 lessons: test offers early, avoid last-minute site edits, and double down on community learning those $100K lunches where one insight can drive the next six figures in sales.If you’re building, running, or scaling a consumer brand in 2025, this episode is a masterclass in modern performance and brand building.Key TakeawaysMiddle Funnel = Profit Center: The most ignored stage of the customer journey is where conversion magic actually happens.Founder Responsiveness Wins: Sharma’s “5-Minute Rule” and hands-on founder ethos show how speed builds trust and retention.AI + Efficiency = Edge: Brands that integrate generative and agentic AI now will outperform on content, data, and customer connection.Timestamps[00:00:00] Liam welcomes Nik Sharma, introducing him as “The DTC Guy” and setting up the conversation on brand growth.[00:01:45] Nik talks about his early start in social media, working with celebrities like Pitbull and discovering his interest in marketing.[00:05:21] The launch of Sharma Brands and how consulting for Lemon Perfect and other startups turned into a full agency.[00:07:37] Explanation of the Sharma Red Carpet concept and how it helps clients skip friction and close faster.[00:09:52] The 5-Minute Rule and why instant communication keeps momentum and builds trust with clients.[00:14:33] How most brands fail in the middle funnel and what they can do to educate and convert better.[00:20:57] Lifecycle marketing, email optimization, and the real math behind customer acquisition costs.[00:27:14] The Monday Dashboard and five key numbers every founder should check daily.[00:41:30] How AI is transforming eCommerce through generative and agentic tools that drive growth.[00:49:01] Nik’s advice for Q4 success, from testing offers early to avoiding last-minute site or promo changes.LinksNik Sharma on LinkedInSharma BrandsInstant websiteLiam Millward's LinkedIn

From nightclub embarrassment to national retail shelves, this episode dives deep into how Annabel Hay, Founder & CEO of CLUTCH Glue, turned an awkward moment into a global movement. After spending four years inventing and patenting a world-first sweat-resistant, water-soluble clothing adhesive, she launched in late 2022 and sold out in one night thanks to viral TikTok traction.Annabel shares the real founder journey, from losing manufacturers and saying “no” to Shark Tank fame, to leading one of the largest FMCG pre-seed raises ever. She also reveals how brutal follow-ups, gorilla marketing, and fearless decision-making built CLUTCH Glue into a category-defining brand. If you’ve ever questioned when to go all-in on your idea, this story might just glue you to your seat.Key TakeawaysAnnabel learned that obsession beats experience. You don’t need credentials to build something no one’s built before.Owning your IP early is everything; it’s the one move that kept her from losing control when things got wild.Going viral is easy, staying in business isn’t. Systems, focus, and grit keep it alive.Timestamps:[00:00:00 – 00:02:41] Annabel shares the nightclub mishap that inspired Clutch and how the idea quickly took hold.[00:02:41 – 00:06:20] She transitions from construction management to founder life and stresses owning your IP early.[00:06:20 – 00:08:45] Annabel details working with a UNSW scientist, testing multiple formulas, and finalizing the patent.[00:08:45 – 00:11:26] Reflects on her upbringing, confidence, and violin training that built her persistence.[00:11:26 – 00:14:00] The viral TikTok moment that made $160k overnight and the manufacturing collapse that followed.[00:14:00 – 00:17:55] Moving production to China for quality and sustainability, and finding the right manufacturing partner.[00:17:55 – 00:21:15] Annabel explains raising the world’s largest FMCG pre-seed round and why she chose Blackbird VC.[00:21:15 – 00:29:16] Retail challenges, deranging risks, mystery shopping, and real-world retail execution lessons.[00:29:16 – 00:34:24] Behind-the-scenes of Shark Tank. From rehearsing and deal negotiations to the viral aftermath.[00:34:24 – 00:58:12] Guerrilla marketing wins, working with her sister, building a strong team, finances, and future plans.LinksAnnabel Hay’s LinkedinCLUTCH GlueInstant websiteLiam Millward's LinkedIn

What happens when a CEO treats e-commerce like an Olympic sport?In this episode of Beyond The Now, Liam sits down with Jere Calmes, CEO of THE ICONIC, one of Australia’s most influential e-commerce brands. With over $800M in annual revenue and millions of loyal customers, THE ICONIC has become the benchmark for fast, customer-first online retail. But as Jere reveals, maintaining that leadership meant rebuilding from the inside out.Jere shares the hard lessons learned from decades of leading companies across continents, from Moscow to Sydney, and how he rebuilt THE ICONIC’s focus on product, purpose, and profitability. He opens up about what went wrong after COVID’s e-commerce boom, the bold decisions that restored customer trust, and the leadership mindset required to scale sustainably in a changing market.Listeners will hear insights on operational discipline, culture, and the delicate balance between innovation and execution. From the company’s new loyalty program to its investment in AI-powered personalization, this episode gives a rare look at what it truly takes to lead at scale, and why optimism and clarity remain Jere’s greatest leadership tools.Key Takeaways Refocusing on purpose and profitability rebuilt THE ICONIC into a healthy, customer-first business.A “product mindset” is more than tech-it’s a way of listening to customers at scale.True leadership means balancing financial rigor with optimism, even when the data looks grim.Timestamps:[00:00:00] The story behind THE ICONIC’s impact and Jere’s journey to Australia[00:04:00] From leading in Russia to joining Australia’s biggest online retailer[00:08:54] What surprised Jere most after taking over as CEO[00:12:00] The role skiing played in shaping his discipline and leadership style[00:18:37] The first major challenges at THE ICONIC and the turnaround strategy[00:22:28] How “product mindset” became the secret engine of growth[00:25:00] Why delivery and logistics drive loyalty in e-commerce[00:30:09] Launching THE ICONIC’s loyalty program built with 50,000 customers[00:40:16] Lessons in profitability, data, and decision-making at scale[00:54:47] How AI and technology are reshaping the future of online shoppingLinks Jere Calmes LinkedinThe Iconic WebsiteInstant websiteLiam Millward's LinkedIn