Interview Series #2:
Fospha asks Neil Campbell, Chief Growth Officer at Smol, to share his playbook on how to grow an eCommerce brand.
#fospha #Smol #interview series2 #ecommerce #growth #dtcmarketing #ecommerce playbook #dtcmarketing
Fopsha asked Neil Campbell to share his secrets on how to grow an eCommerce brand.
Isobel: Hi, I'm Izzy, head of customer success here at Fospha. And today I'm talking to Neil Campbell, chief growth officer at Small. Neil's had an amazing career, including time at Amazon, Betfair, Naked Wines, and Moneybox.
And today we have the pleasure of Neil in the studio, who's going to be talking to us and sharing all of that ecommerce experience with us and you. So let's get started.
Hi, Neil, thank you for joining us.
Neil: Hi, nice to be here.
Isobel: Cool. So let's get into it. What do you do first when you join a new brand and what's your three-month playbook?
Neil: It's an interesting one and reason relevant. I've now been Small for a year, so some of this stuff is still kind of fresh in my mind, but I guess there are multiple levels to it. One is obviously you got to assess the team first.
You got to come in and sort of say, what are the resources that we have and is there any kind of major gaps that we need to kind of COVID given that where we are? So, for example, at Small, when I turned up, we had no data analysts, which in a kind of growth world was, okay, we really do need some data analysts to understand how customers are behaving and what's working and what's not. So that was sort of start the hiring process on that and get that moving.
Then once you get into the actual sort of individual marketing activities, it's a bit more of kiss, okay, what channels are we working on, what's working, what's not working? What have we tried? Have we really tried it? What did we learn?
Those sort of things of kind of going through the checklist of what might work. The challenge very much at Small was like, a lot of kind of startups had done very well on Meta, on So, Facebook and Instagram, but with iOS four team had sort of hit the challenges there and generally had a kind of desire to diversify. So those are some of the things that we identified in the first few months. And then it was a case of, okay, well, how do we put in that kind of culture of, like, testing this stuff properly, really getting good answers, and then knowing what we can sort of lean on and what we can't?
Isobel: Yeah, awesome.Hitting on some big topics that we see across all of our clients there.
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