Eleah Portillo is a Fractional CMO at For Wellness, a performance-based wellness brand. As a marketing consultant for DTC and ecommerce brands, she has 20 years of experience managing growth-driven marketing strategies. Eleah is also an Adjunct Professor of Entrepreneurial Marketing at Loyola Marymount University.

In a competitive ecommerce market, simply designating yourself as a luxury brand doesn’t make you one. You must first identify your precise customer demographic, but some brands may misidentify their consumers, leading them to create a dull brand story that doesn’t resonate. How can you specify your target audience and achieve luxury brand status?

As a fractional marketer for wellness brands, Eleah Portillo resonates with companies that have universally relatable and authentic brand stories. She found herself drawn to a company that offers wellness products for golfers despite not having any knowledge of the sport. Achieving this widespread reach requires identifying and focusing on your target customers’ needs and purchasing preferences to establish a direction for your brand story. You must also craft your products to appeal to these demographic components, driving product demand through a community of loyal followers.

Tune in to the latest episode of Ecom Experiences as Samir Balwani welcomes Eleah Portillo, a Fractional CMO at For Wellness, to talk about crafting a luxury brand in today’s ecommerce landscape. Eleah addresses the evolution of media-buying and how to integrate retail media into performance marketing, how to optimize the ecommerce flywheel, and how brands can establish relationships with media-buyers.

Will Prout is the Head of Growth at Titan Casket, which manufactures easily accessible and customizable caskets. As an experienced DTC marketer and growth hacker, he specializes in helping consumers in overlooked industries. Before Titan Casket, Will was the Director of Growth Marketing at Perry Health and the Senior Manager of Paid Acquisition at Fabric Technologies.

Niche spaces like the funeral industry are often hindered by tight buying windows and one-time purchases, necessitating creative marketing campaigns and consumer education. How can you solve these problems to move your startup in the right direction?

Upon entering the funeral industry, growth marketer Will Prout discovered that funeral homes often pressure people to purchase overpriced caskets just before the funeral, leaving them with few choices for planning and customization. By developing fun characters, creating educational social media content, and including celebrity features, Will and his team entice customers to purchase customizable caskets in advance on ecommerce sites. If you’re struggling to educate and market to consumers, you can offer innovative product solutions rather than exhausting all your marketing resources, allowing you to boost sales and streamline growth.

In this episode of Ecom Experiences, Will Prout, the Head of Growth at Titan Casket, joins Samir Balwani to talk about revolutionizing the funeral industry through creative marketing and product strategies. Will explains how he educates consumers on the FTC (Federal Trade Commission) Funeral Rule, the surge of AI in marketing caskets, and the value of continuous learning in niche industries.

Mila Mendez is the Vice President of Digital Media and Ecommerce at RéVive Skincare, a luxury skincare line where she oversees the global strategy and operations of the brand’s online presence and performance. She also collaborates with cross-functional teams and external partners to optimize the customer journey, enhance the brand’s image, and drive revenue and profitability. As the former VP of Ecommerce at Milk Makeup and Laura Geller Beauty, Mila has a track record of growing ecommerce channels and platforms for consumer luxury brands.

Are you struggling to balance high-quality content production, rising acquisition costs, and global ecommerce distribution? How can you keep your existing customers engaged while expanding into new online marketplaces?

Mila Mendez spearheads ecommerce and digital efforts for a luxury skincare brand, so she understands the importance of consumer engagement and education in scaling. Consumer product brands must produce quality, informative content daily, ensuring their messages reach target audiences across multiple channels. Mila accomplishes this by leveraging influencers who specialize in the brand’s sector to build awareness and educate consumers on the products. Once you’ve identified and engaged your target audience, you can expand into new markets by segmenting your customer base and creating exclusive offers.

In this episode of Ecom Experiences, Samir Balwani interviews the VP of Digital Media and Ecommerce at RéVive Skincare, Mila Mendez, about how she scales and innovates in the competitive skincare industry. Mila emphasizes the importance of educating consumers on product value, adapting marketing strategies to various cultures, and maintaining a strong customer base through innovative retention strategies.