Marketing Optimization: Harnessing Data and Experience

Nick Hernandez is the Director of Ecommerce at Felina, a women's apparel and intimates company. In his role, he drives the brand's recent pivot toward ecommerce and direct customer relationships. Nick is also a Founding Member of CartStars, a peer group of the most recognized leaders in ecommerce and retail. With nearly a decade of experience in health and beauty marketing, Nick has honed his expertise in brand storytelling and audience engagement.

In this episode…

In the fast-paced ecommerce landscape, leveraging storytelling to understand customers’ motives can transform a brand's trajectory. Yet what happens when a company needs a fresh strategic direction? How can you sift through layers of established practices to carve out a new path? 

Seasoned marketer Nick Hernandez approached his new role as an ecommerce director in a niche retail space by conducting a thorough audit to identify inefficiencies and optimize the brand’s marketing strategy. While storytelling connects with customers and drives brand engagement, you can enhance your approach by leveraging customer data, key behaviors, and purchasing patterns. This allows you to create customized subscription models that cater to these specific insights. 

In today’s Ecom Experiences episode, Samir Balwani chats with Nick Hernandez, the Director of Ecommerce at Felina, about marketing leadership and growth. Nick shares insights on optimizing tech stacks, identifying customer buying habits, and AI’s role in the future of marketing.