SHOW NOTES: In this conversation, Jack Farrell, VP of Global Ecommerce for PopSockets, discusses the brand's turnaround strategy, focusing on product characteristics, audience engagement, and the importance of frequent product drops. He highlights the effectiveness of Meta for performance marketing and explores the potential of TikTok as an e-commerce platform. Additionally, he shares insights on international marketing strategies and emphasizes the importance of profitability over vanity metrics in business. Takeaways PopSockets is in a turnaround phase, focusing on revitalizing the brand. The brand has five core pillars that give it a competitive edge. Product drops are frequent and create excitement among consumers. Meta is the primary channel for performance marketing success. TikTok presents a significant opportunity for e-commerce growth. Successful TikTok strategies involve leveraging affiliates and live selling. International expansion requires careful consideration of localization. Brands should either commit fully to a market or run it scalably. Profitability is more important than top-line growth metrics. Understanding in-platform metrics is crucial for accurate performance assessment.

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