Minds of Ecommerce

Hemadri Negi is VP of Growth Marketing at Myprotein, the global sports nutrition brand owned by THG. In this episode, Hemadri shares how Myprotein uses P&L thinking to guide its marketing decisions, so every campaign, channel, and budget call is tied back to profitability rather than top-line metrics alone.

Juan Cruz is the Head of Ecommerce at Mars Men, a 9 Figure DTC men's brand. In this episode, Juan breaks down the landing page and offer testing strategy behind Mars Men's growth. He shares how they prioritize what to test, the offer structures that have moved the needle most, and plenty of actionable tips for DTC execs, brand owners, and marketers looking to get more out of their paid traffic.

Johnny Hickey is the CMO of Perfect White Tee, an eight-figure DTC apparel brand, and a retired NYC firefighter. In this episode, we talk about how to better listen to your customers to improve your ads, your email, and your entire acquisition strategy. Johnny shares exactly how they do it at Perfect White Tee, and his top advice for brands that want to stop guessing what customers want. You don't want to miss this one.

Mason Bertrand is the Director of Social Commerce at Ridge, the nine-figure DTC brand behind the iconic Ridge Wallet. In this episode, we talk about how ecommerce brands can use TikTok Shop and social commerce to acquire new customers and scale profitably. Mason shares exactly how they're doing it at Ridge, plus his top advice for brands just getting started on the platform. You don't want to miss this one.

Latif Hamilton is the Founder and CEO of SpiritHoods, a leading fashion brand known for its festival-inspired faux fur products. Under his leadership, SpiritHoods has generated over $50 million in revenue and achieved top-three search rankings across major product categories by strategically aligning product development with SEO. A creative entrepreneur at heart and fractional CMO, Latif specializes in bridging operations and design to drive exponential growth. He is also the Founder of The Growth Operative, a consultancy focused on brand growth and business development. In this episode… Many ecommerce brands rely heavily on intuition and creativity when deciding what products to launch. While this approach can work, it often overlooks a valuable source of insight — how customers are actually searching online. Could aligning product decisions with search behavior lead to more consistent growth? Latif Hamilton's answer comes from his experience as a creative entrepreneur and fractional CMO, where he connects product development with marketing strategy. He explains that instead of guessing what customers want, brands should use tools like Semrush or Ahrefs to identify high-volume, low-competition keywords — and then design products specifically to match that demand. He emphasizes focusing on depth within a single category to build authority, aligning product naming with actual search behavior, and prioritizing long-tail keywords to capture niche opportunities. Latif also cautions against overreliance on agencies, encouraging founders to develop a working understanding of SEO so they can guide strategy effectively. Ultimately, growth comes from intentionally combining creative direction with validated demand signals. In this episode of Minds of Ecommerce, Raphael Paulin-Daigle talks with Latif Hamilton, Founder and CEO of SpiritHoods and Founder of The Growth Operative, to discuss SEO-driven product development. Latif discusses strategies for aligning product design with search behavior, how to build authority by dominating a niche, and avoiding common SEO mistakes like agency overreliance.