eCommerce Masters

Meeting Michael Diesu from Revenue Roll
In Episode 009 of eCommerce Masters, host Ethan Giffin (CEO of Groove Commerce), welcomes Michael Diesu from Revenue Roll to discuss cutting-edge retargeting strategies and data-driven marketing insights. Michael shares the journey from his roots in consulting at Accenture to co-founding Revenue Roll, a platform revolutionizing how businesses approach retargeting by using advanced identity resolution and personalization.
The conversation dives into how Revenue Roll helps brands identify high-value visitors, enhance email deliverability, and increase ROI by integrating seamlessly with tools like Shopify, Klaviyo, and other platforms. Michael explains their innovative approach to creating dynamic personas from vast data sources, enabling brands to tailor retargeting efforts and avoid being labeled as spam.
Michael’s emphasis on balancing aggression and precision in email list management advocates for removing unengaged users to improve metrics and boost revenue. Ethan adds valuable perspectives from Groove Commerce’s work, reinforcing the importance of strategic segmentation and customer engagement in eCommerce email marketing.
The episode concludes with actionable advice for merchants: prioritize first-order profitability and leverage personalization to create exceptional customer experiences. Packed with insights and strategies, this episode is a must-listen for eCommerce professionals aiming to refine their retargeting strategies with identity resolution.
Chapters:
Introduction and Background - 00:34
What is Revenue Roll? - 2:00
Target Audience and Requirements - 3:12
How the Technology Works - 4:3
Email Deliverability Challenges - 9:00
Integration and Implementation - 11:17
Future Applications of Revenue Roll - 22:30
Final Advice for Growth - 25:25
Resources:
Revenue Roll - https://revenueroll.comShopify - https://www.shopify.comKlaviyo - https://www.klaviyo.comBigCommerce - https://www.bigcommerce.comWooCommerce - https://woocommerce.comWordPress - https://wordpress.orgListrak - https://www.listrak.comAttentive - https://www.attentive.comRebuy - https://www.rebuyengine.comIntelliGems - https://www.intelligems.ioGoogle - https://www.google.comYahoo - https://www.yahoo.comSnowflake - https://www.snowflake.comExperian - https://www.experian.comTransUnion - https://www.transunion.com
About our Guest, Michael Diesu
Michael Diesu is the co-founder of Revenue Roll, an innovative platform that helps eCommerce brands optimize their retargeting strategies through advanced identity resolution and data-driven personalization. 
With a background in M&A and growth strategy consulting at Accenture, Michael transitioned to the tech and eCommerce space after identifying a significant market gap in customer retargeting and personalization. Revenue Roll empowers businesses to maximize the value of every site visitor by seamlessly integrating with platforms like Shopify, Klaviyo, and BigCommerce, offering solutions that improve email deliverability and enhance ROI. 
Passionate about data and its transformative potential, Michael focuses on helping brands deliver tailored customer experiences while navigating the complex world of digital marketing.
Connect with Michael on LinkedIn
About Our Host, Ethan Giffin
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.
Connect With Ethan on LinkedIn

Meeting Jason Nyhus from ShopwareIn this episode of eCommerce Masters, host Ethan Giffin welcomes Jason Nyhus, GM of Shopware North America, for an engaging conversation about the eCommerce landscape. Jason shares his 25-year journey in the industry, highlighting the lessons he’s learned and the unique value Shopware brings to merchants.
Learn about Shopware's positioning as a flexible alternative for mid-market merchants with complex needs—offering a customizable platform without the vendor lock-ins and rev-share structures of competitors. Jason emphasizes how Shopware's open-source approach allows merchants to "bring their own cloud" and reduce operational costs while gaining full control over their eCommerce ecosystem.
The conversation explores trends like the pendulum shift in hosting models, the growing resistance to rev-share models, and the nuanced needs of regulated industries. Jason also highlights the innovative "digital sales room," a tool designed to empower sales reps by merging relationship-building with eCommerce efficiency.
The episode concludes with practical growth advice: embrace global markets through merchant-of-record providers and focus on creating curated, personalized shopping experiences. Jason predicts the future of commerce will blend entertainment and curation, fostering deeper connections with customers.
 
Chapters:
Introduction and Jason's Path to eCommerce - 01:13What is Shopware? - 03:25Ideal Merchant Profile - 06:19The Pendulum of Hosting Models - 08:53Vendor Lock-in and Costs - 13:22Outsourcing Innovation - 27:15The Digital Sales Room - 30:22Future of eCommerce - 38:21
Resources:
Shopware - https://www.shopware.comDigital River - https://www.digitalriver.comShopify - https://www.shopify.comCommerce Tools - https://commercetools.comBasecamp - https://basecamp.comDisney Plus - https://www.disneyplus.comNetflix - https://www.netflix.comTrunk Club - https://www.trunkclub.comInstagram - https://www.instagram.comTikTok - https://www.tiktok.comFacebook - https://www.facebook.comAzure (Microsoft Azure) - https://azure.microsoft.comAWS (Amazon Web Services) - https://aws.amazon.comShopPay Wallet - https://shop.app/payCRM (Customer Relationship Management) - https://www.hubspot.com (example)ERP (Enterprise Resource Planning) - https://www.sap.com/products/erp.html (example)CPQ (Configure, Price, Quote) - https://www.salesforce.com/products/cpq/overview/ (example)PIM (Product Information Management) - https://www.akeneo.com (example)OpenAI - https://www.openai.com
 
About our Guest, Jason Nyhus
A local of the twin cities, serves as President of Shopware, a market leading open source
commerce platform with over 50,000 clients, and enables retail brands to quickly scale their businesses and easily sell across every channel. He was previously SVP of sales, marketing and partnerships at Digital River. He is a highly accomplished sales, marketing and partnership leader with over 20 years of experience in industry.  His global expertise spans various product/service types, including SaaS, eCommerce, Cloud, and B2B, as well as several customer verticals, such as enterprise software, publishing, and consumer electronics.
Connect with Jason on LinkedIn
About Our Host, Ethan Giffin
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.
Connect With Ethan on LinkedIn

Meeting Matt Dornfeld from Feedonomics.com
In this engaging episode, Matt Dornfeld, Senior Director of Global Partnerships at Feedonomics, joins host Ethan Giffin to explore the intricacies of omni-channel eCommerce, data management, and evolving marketing strategies. Dornfeld shares his journey from Scubana to BigCommerce, where he helped drive the acquisition of Feedonomics, ultimately overseeing global partnerships. Central to the conversation is the power of effective data management and structured cataloging, which Matt explains can dramatically improve brand visibility and ad performance. He emphasizes Feedonomics’ role in enabling brands to streamline their product data for marketplaces like Google, Amazon, and TikTok Shop, while highlighting custom labels as a tactical way to target specific channels and optimize profitability.
The episode underscores the importance of local inventory visibility and influencer-led strategies, especially with platforms like TikTok’s creator marketplace, which allows brands to tap into niche audiences. Through candid stories and strategic insights, Dornfeld and Giffin reveal the potential of data-driven decisions, AI, and omni-channel approaches to elevate eCommerce success, providing listeners with actionable advice on navigating a rapidly changing digital landscape.
Quotes From The Show
"I was part of the M&A team that helped bring Feedonomics under the BigCommerce umbrella, and it's been a crazy journey these last few years."
"Imagine, you’re advertising on Google and want to drive foot traffic to your storefront—our instant commerce strategy connects digital ads with in-person experiences."
"Feedonomics isn’t just a platform; it’s a full-service solution, with teams actively managing and optimizing data so clients can reach the right channels at the right times."
"When you have structured, high-quality data for marketplaces like Google or Amazon, you’re rewarded with lower ad costs and higher returns."
"The beauty of TikTok Shop is that you can set up an affiliate network overnight, scaling sales through influencers who have religiously dedicated audiences."
"With the right data structure, you’re not just advertising products—you’re curating targeted experiences that meet consumers where they are, in-store or online."
Chapters
Getting Started: Matt Dornfeld’s Journey in eCommerce - 00:39 
Scaling Up: Feedonomics and BigCommerce - 02:03 
Data Management for eCommerce Success - 02:39
Connecting Online Ads to In-Store Experiences - 16:23
Custom Labels and Targeted Campaigns - 19:16
The Power of Influencers and TikTok Shop - 29:40
Omni-Channel Consulting and Strategic Growth - 32:09
Resources
BigCommerce - https://www.bigcommerce.com
Feedonomics - https://feedonomics.com
Google Merchant Center - https://www.google.com/retail/solutions/merchant-center/
Amazon - https://www.amazon.com
Walmart - https://www.walmart.com
TikTok Shop - https://www.tiktok.com/business/en/tiktok-shop
Target Plus - https://www.target.com (Target Plus is a part of Target’s marketplace)
Macy’s - https://www.macys.com
YouTube Shopping - https://www.youtube.com (YouTube Shopping features are within YouTube's main platform)
About our Guest, Matt Dornfeld
Matt is responsible for leading Global Partnerships at Feedonomics. His team negotiates, structures, and launches programs with the world’s leading commerce partners, including Amazon, Google, Meta, Microsoft, TikTok, and more.
A big believer in “north star” thinking, Matt has significant experience building scalable programs that create win-win-win outcomes for clients, partners, and Feedonomics.
About Our Host, Ethan Giffin
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.

In this episode of eCommerce Masters, host Ethan Giffin interviews Ravi Kurani, founder of Sutro, a company that creates robotic water diagnostics devices for swimming pools. Kurani shares his journey from pool boy to entrepreneur, developing a high-tech solution for pool maintenance.
Kurani emphasizes the challenges of hardware development, describing a "hardware hierarchy" from industrial design to software. He advises other founders that "perfection is the enemy of progress," encouraging them to launch products even when they are ready. The conversation highlights Sutro's innovative approach to a common problem and Kurani's strategic thinking in product development and market positioning.
Key insights include:
- Sutro's device floats in pools, measuring pH, chlorine, bromine, and alkalinity, sending data to a smartphone app.
- The product simplifies pool maintenance, eliminating manual testing and guesswork. - Kurani's background in pool maintenance and venture capital in India inspired the product. - The company pivoted from targeting the Indian water market to wealthy pool owners for better margins.
- Sutro uses a direct-to-consumer model via Shopify, with plans to expand into retail and OEM partnerships.
Quotes From The Show:
"We basically set out to figure out how can we build a diagnostic sensor that has the accuracy of those really expensive sensors, but has the kind of idiot factor to be able to get information to the user so they can actually act upon it."
"I put my pool boy shorts back on and flipped the entire model around. And we said, 'Why don't we sell to wealthy pool owners, sell it at a margin, at a higher margin, and use that money to basically redeploy into the product so we can then go into these more altruistic markets later?'"
"A ton of blood, sweat and tears. I mean, it's like it's absolutely, you know, they don't say hardware is hard for kind of no reason."
"Once you get the bottom three correct, I can push up updates, you know, daily if I feel like it. Probably not the smartest thing, but you can change code with a much less risk than anywhere up and down that that kind of has a lot of problems."
"Everything from literally cleaning bathrooms, making sure that the office was vacuumed because we had investors coming all the way to kind of filing the patents, right? And working with our patent attorneys and filing corporate documents."
"I'd say perfection is the enemy of progress. Just hit the, just hit the publish button when you feel like you're embarrassed because if you don't, then you're going to be a little too late."
Chapters:
00:00 Introduction and Welcome00:47 Product Overview and Target Market05:47 Ravi's Background and Inspiration08:55 Pricing and Subscription Model11:10 Sales Channels and Marketing Strategy18:34 Challenges in Hardware Development32:25 Advice for Entrepreneurs
Resources:
Sutro - https://mysutro.com
Shopify - https://www.shopify.com
Klaviyo - https://www.klaviyo.com
ReCharge - https://rechargepayments.com
Amazon (FBA) - https://sell.amazon.com/fulfillment-by-amazon
Walmart Marketplace - https://marketplace.walmart.com
eBay - https://www.ebay.com
Home Depot - https://www.homedepot.com
Lowe's - https://www.lowes.com
Best Buy - https://www.bestbuy.com
Google (for advertising) - https://ads.google.com
Facebook (for advertising) - https://www.facebook.com/business
TikTok (for advertising) - https://www.tiktok.com/business
Home Assistant - https://www.home-assistant.io
Alexa - https://developer.amazon.com/alexa
Google Home - https://developers.home.google.com
iOS - https://www.apple.com/ios
Android - https://www.android.com
FCC (Federal Communications Commission) - https://www.fcc.gov
About Ravi Kurani:
Ravi Kurani has dedicated his career to water safety. From his early days as a pool boy for his father's pool and spa business to the founder of Sutro, Ravi has always wondered why everyone can’t have clean water. This feeling solidified when he was in India with First Light Ventures Fund and Village Capital. He holds a BS in Mechanical Engineering from UC Riverside, MBA in International Finance from Middlebury College, and a Certificate from Stanford University in Renewable Energy Systems. He believes that being an entrepreneur is an honor he must earn daily since it gives him the ability to solve problems that not only makes money but help society.

Meeting Tom McManus of KegWorks.com
In this engaging podcast episode, Tom McManus, CEO of KegWorks, shares the journey of his business from a specialized eCommerce store to a prominent leader in architectural metalwork for the hospitality industry. Celebrating over 26 years in business, McManus discusses the strategic shift from offering a wide range of products to focusing on high-margin, specialized items like bar foot rails, which are now featured prominently in U.S. bar renovations.He candidly explores the decision to significantly reduce their presence on Amazon, describing the move away from what he terms "revenue heroin." McManus emphasizes the importance of concentrating on core products and direct relationships with clients, which has led to improved profit margins and sustainable business growth.The podcast is peppered with personal anecdotes, including the memorable story of McManus and Ethan's first in-person meeting, which humorously highlights their synergy and mutual business philosophies. McManus offers invaluable advice to other business leaders, underscoring the importance of trusting one’s instincts and prioritizing value creation over immediate gains.Ethan Giffin’s dynamic interaction with McManus not only brings out detailed insights into KegWorks’ strategic decisions but also offers listeners practical strategies for entrepreneurship and leadership. This episode is a treasure trove of wisdom for anyone looking to understand the intricacies of navigating business growth and market changes.
Quotes From The Show
"Every dad on our street had that one friend who had turned an old refrigerator into a kegerator; he was definitely the coolest dad around."- Tom McManus, 03:26"We've shifted from being a primarily B2C company to focusing more on B2B transactions, which require a different approach and a longer sales cycle."- Tom McManus, 08:26"I can walk into any bar and spot our products immediately. I once challenged someone by saying, 'Yeah, that's our foot rail. Tell me I'm wrong.'"- Tom McManus, 11:09"Our growth strategy involved expanding through multiple channels, but we found that just led to trading dollars without real profit."- Tom McManus, 13:03"The eCommerce landscape is a race to the bottom when you're just competing on price and presence."- Tom McManus, 13:26"Getting hooked on revenue heroin is dangerous for your business—it's addictive and hard to quit, just like the real thing."- Tom McManus, 13:34
Chapters
00:17 - Chapter 1: Introduction to Tom McManus and KegWorks05:00 - Chapter 2: Doubling Down on Architectural Metal11:37 - Chapter 3: The Downside of Omnichannel Growth17:50 - Chapter 4: Deep product Knowledge Is Your Best Tool23:54 - Chapter 5: Building an eComm Dream Team30:31 - Chapter 6: KegWorks’ eCommerce Tech Stack45:08 - Chapter 7: Tom’s #1 Mistake
Resources
KegWorks.com - https://www.kegworks.com/Rakuten - https://www.rakuten.com/Magento - https://magento.com/BigCommerce - https://www.bigcommerce.com/HubSpot - https://www.hubspot.com/Borderfree - Previously available at https://www.borderfree.com/ but now part of Pitney Bowes.Digital River - https://www.digitalriver.com/Pitney Bowes - https://www.pitneybowes.com/Celigo - https://www.celigo.com/SearchSpring - https://searchspring.com/Feedonomics - https://www.feedonomics.com/
About our Guest, Tom McManus
Tom McManus is the CEO of KegWorks, a leading provider in the architectural metal and draft beer equipment industry. Since 2005, Tom has steered the company through numerous growth phases, earning it recognition as one of the fastest-growing companies in Western New York and one of the best places to work. Under his leadership, KegWorks has faced and overcome significant challenges, including navigating the uncertainties of the pandemic, which only strengthened the company's resilience and innovative capabilities.Tom's approach to leadership is characterized by a commitment to vision-setting, strategic planning, and execution. With a candid acknowledgment of the trials of business leadership, including admitting to past mistakes and learning from them, Tom brings a depth of understanding and empathy to his role. 
About Our Host, Ethan Giffin
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.
Connect With Ethan on LinkedIn

Meeting Rob Snell of GunDogSupply.com
In this episode of the eCommerce Masters Podcast, host Ethan Giffin sits down with a pioneering figure in the world of eCommerce, Rob Snell, co-owner of Gun Dog Supply. With nearly three decades of experience, Rob, alongside his brother Steve, has transformed a passion for outdoor sporting into a thriving online business. Their journey has built a community that leverages the power of the internet to connect with like-minded individuals worldwide.
Rob shares insightful strategies that have contributed to the success of Gun Dog Supply, emphasizing the importance of customer service, product knowledge, and creating value beyond transactions. His pivotal moment came from the transition to online sales in 1998, marking a significant turning point for the business. The discussion also dives into Rob's contribution to the eCommerce industry through his book, "Starting a Yahoo Store for Dummies," which has equipped a generation of entrepreneurs with the tools to succeed online.
The conversation between Ethan and Rob is filled with personal anecdotes that highlight the evolution of eCommerce and the lessons learned along the way. This episode is a must-listen for anyone interested in the dynamics of building an online business, the challenges and triumphs encountered, and the evergreen advice from a seasoned expert.
Quotes From The Show
"My parents started, it was a micro-business side hustle, is what we call it today. I mean, it wasn't really anything. And then the writing was on the wall with his job, and he's like, man, I gotta go full time." - Rob Snell, 06:47"I built her a website. And so I went and got like NetObjects Fusion and I took all the photos of dogs and stuff that we had and made like a little five-page brochureware site." - Rob Snell, 11:41It's not my dream working at Gundog Supply. 21-year-old Rob Snell is crying right now. You're going back in time and you're telling him, it's like, hey, not only are you gonna be working at Gundog Supply, you're gonna be running it." - Rob Snell, 21:34"You need to maximize the opportunities that come to you. As a shrew living in the time of the dinosaurs, you don't get a ton of opportunities. And when you do, you need to be all in." - Rob Snell, 31:34"We're at that, at some point, if it shrinks much more, it's not viable, it doesn't have enough resources to support it. We'll have to move, and I'll have to figure out a way to do Steve's picks on BigCommerce or Shopify." - Rob Snell, 40:22"Every single client I went to would have one or two things that they did way better than us, and I would just kind of cherry-pick all those little bitty things and kind of stick it onto my stack of stuff that we do."- Rob Snell, 56:39
Chapters
00:00 - Chapter 1: Origins of Gun Dog Supply3:32 - Chapter 2: Authentic Content Creation05:32 - Chapter 3: The Dynamics of a Family Business11:07 - Chapter 4: Stepping Into the Online World33:38 - Chapter 5: Evolution of E-commerce Strategy51:40 - Chapter 6: Growth and Physical Expansion57:09 - Chapter 7: Looking Toward the Future
Resources
eBook: Klaviyo vs Mailchimp: Best Email Marketing Platform for eCommerce - https://www.groovecommerce.com/klaviyo-vs-mailchimp/Yahoo Store (Now known as Aabaco Small Business from Yahoo!) - https://smallbusiness.yahoo.comVioWeb (pre-Y Combinator) - https://www.ycombinator.comNetObjects Fusion - http://netobjects.comMailChimp - https://mailchimp.comKlaviyo - https://www.klaviyo.comShopify - https://www.shopify.comBigCommerce - https://www.bigcommerce.comStoneEdge - http://www.stoneedge.comSpyFu - https://www.spyfu.comPubCon - https://www.pubcon.com
About our Guest, Rob Snell
Rob Snell is a pioneering entrepreneur and author with a deep-rooted passion for eCommerce and digital marketing. As the co-founder of Gun Dog Supply, a leading online retailer for hunting dog supplies, Rob has transformed a family-run business into an eCommerce success story.
With nearly three decades of experience, he has honed his expertise in online retail, leveraging platforms like Yahoo Stores to drive growth and innovation. Rob's contributions to the industry are encapsulated in his influential book, "Starting a Yahoo Store for Dummies," which has guided countless entrepreneurs through the intricacies of online selling. His insights and experiences continue to inspire and educate those looking to navigate the ever-evolving landscape of online retail.
About Our Host, Ethan Giffin
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.
Connect With Ethan on LinkedIn

Meeting Gentry Jensen of Cordova Outdoors
In this episode of the eCommerce Masters Podcast, host Ethan Giffin engages with Gentry Jensen, founder of Cordova Outdoors, delving into Jensen's remarkable journey from a Navy SEAL to an innovative entrepreneur. The discussion unveils the strategic evolution of Cordova Outdoors, highlighting its commitment to producing durable, environmentally friendly coolers, a testament to Jensen's dedication to quality and sustainability.Jensen shares pivotal insights into the brand's transition towards Omni Channel sales, emphasizing the importance of resonating with a broad consumer base, from outdoor enthusiasts to environmentally conscious shoppers. The conversation shines a light on the challenges and successes encountered in scaling the business, particularly through direct-to-consumer (D2C) strategies that leverage unique product customization and American craftsmanship to stand out in a competitive market.A standout moment in the podcast is when Jensen reflects on the significant growth and learning experiences faced by the company, illustrating the strategic shifts necessary for sustainable expansion. The episode not only explores the intricacies of adapting to the evolving e-commerce landscape but also offers listeners invaluable lessons in overcoming challenges, pursuing growth responsibly, and the crucial role of innovation in achieving long-term success in eCommerce.
Quotes From The Show
"We're a manufacturer primarily of protomold ice chests...and we have a facility just outside of Boise, Idaho's Treasure Valley where we make them from start to finish."-Gentry Jensen"The company was started by Scott Campbell, who is a captain of one of the boats that was profiled on Deadliest Catch. And the company takes its name from the small port town of Cordova, Alaska."-Gentry Jensen"We do take pride in the fact that we manufacture the coolers from start to finish right here in Idaho."-Gentry Jensen"We're definitely leaning into [direct to consumer sales]. There were some issues when we came into the business...We rebuilt the website completely."-Gentry Jensen"I really do not want to put junk out into the marketplace...I want people to feel like if they're spending money to buy something that we consume resources to manufacture, it's going to perform well and it's going to last for them."-Gentry Jensen"One tip for somebody looking to scale their consumer brand...figure out what is unique about your brand why you...and ideally no other product on the market should have those same three unique identifiers."-Gentry Jensen
Chapters
00:00 - Chapter 1: Introduction and eCommerce Insights04:53 - Chapter 2: Guest Introduction and Background10:35 - Chapter 3: Strategies for Success in eCommerce16:03 - Chapter 4: Overcoming Challenges in eCommerce21:21 - Chapter 5: Innovations in eCommerce Technology
Resources
Cordova Outdoors Website: https://cordovaoutdoors.com/Cordova Outdoors Instagram: @CordovaOutdoorsBigCommerce: https://www.bigcommerce.com/Klaviyo: https://www.klaviyo.com/
About our Guest, Gentry Jensen
Tested leader proven capable of delivering profitable growth as a business executive and mission accomplishment with risk management as a Navy SEAL officer. Extensive executive-level experience and repeated success managing all aspects of organizations in various industries.
Connect With Gentry on LinkedIn
About Our Host, Ethan Giffin
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.
Connect With Ethan on LinkedIn

Meeting Dave Santiago of Cutter & Buck
In this episode of the eCommerce Masters Podcast, host Ethan Giffin engages with Dave Santiago, VP of Omni Channel and Corporate Sales at Cutter & Buck. Santiago, with a rich background in consumer goods and digital sectors, dives into Cutter & Buck's transition from a golf-centric brand to a premium lifestyle label with long-lasting, consumer-favorite products. Their discussion centers around the brand's pivot towards Omni Channel sales, ensuring their offerings resonate across diverse consumer bases, from corporate to retail.Santiago shares insights into the innovative direct-to-consumer (D2C) strategies that propelled Cutter & Buck's growth, particularly through licensed and on-demand decorated products. A standout moment comes as Santiago reflects on the evolution of Cutter & Buck's D2C focus, highlighting the significant shift from an experimental phase to a core component of their sales strategy, aiming for D2C to comprise 15% of total sales within five years. 
The conversation delves into the challenges and triumphs of integrating technology and sustainability, which are just pieces of Cutter & Buck's commitment to environmental responsibility. The episode not only showcases Cutter & Buck's innovative approaches to eCommerce and Omni Channel sales but also offers listeners valuable lessons in resilience, adaptation, and strategic growth in eCommerce.
Quotes From The Show
"We develop products that we believe will appeal and apply to all channel end users and consumers."- Dave Santiago, 00:05:04"Our go-to-market strategy is, everything we do is about creating great products and solutions for the end user and consumer."- Dave Santiago, 00:04:47"We have a very consumer-centric view and end-user view, which is interchangeable to us."- Dave Santiago, 00:04:18"The overall revenue US for Cutter & Buck is about 150 million this year... approaching 200 to 250 million in 2024."- Dave Santiago, 00:03:40"It's a really cool role to play because it's never dull. And it's all about engaging consumers."- Dave Santiago, 00:05:38"We found great efficiency, enhanced profitability, better user experience by making that digital commitment."- Dave Santiago, 00:21:07
Chapters
00:00 - Introduction to eCommerce Mastery04:08 - The Journey Begins: Trailblazers' Stories08:17 - Strategies for Success in eCommerce12:26 - Overcoming Challenges in the Digital Marketplace16:35 - Innovation and Evolution in eCommerce20:44 - Building a Brand: Insights from the Masters24:53 - Future Trends in eCommerce: What's Next?
Resources
Cutter & Buck Website: https://cutterbuck.com/Cutter & Buck Instagram: https://www.instagram.com/cutterandbuck/ Dave on LinkedIn: https://www.linkedin.com/in/alexandravonparis/BigCommerce: https://www.bigcommerce.com/Klaviyo: https://www.klaviyo.com/
About our Guest, Dave Santiago
Dave is a VP of Sales at Cutter & Buck, a premium apparel brand that offers products for golf, sports, and lifestyle consumers. He has over 20 years of experience in the Consumer Packaged Goods, Softlines, and Digital Online sectors, where he has consistently delivered revenue growth, profitability, and customer satisfaction.He leads the Omni Channel Sales Division, which aims to make the brand's products universally available to consumers at every imaginable point of engagement, from retail stores and online marketplaces to corporate and promotional distributors. He is responsible for developing and executing the overarching strategies and OKRs that ensure scalable and sustainable long-term growth, leveraging his expertise in digital marketing, e-commerce operations, product launch, and cross-channel sales team management. He is also a skilled negotiator and communicator who has closed multi-million dollar deals with Fortune companies and built high-performance teams. Dave is driven by creativity, leadership, and challenge, and thrives on expanding the company's reach and impact.
Connect on LinkedIn: https://www.linkedin.com/in/davesantiago/
About Our Host, Ethan Giffin
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.
Connect on LinkedIn: https://www.linkedin.com/in/ethangiffin/