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116: Kiri Masters, Founder of Bobsled Marketing and The Marketplace Institute

Channel Mastery

Release Date: 01/13/2020

Ryan Eittreim, Sales Director of Consumer Products, Wintersteiger show art Ryan Eittreim, Sales Director of Consumer Products, Wintersteiger

Channel Mastery

Though it’s still a few months away, the Winter 20/21 season will be here before we know it. Specialty businesses and brand leaders are in the throes of preparing for business with new best practices in the COVID-era. On this episode of the Channel Mastery podcast, I sat down with Wintersteiger’s Sales Director for Consumer Products, Ryan Eittreim. Wintersteiger is the leader in service and rental solutions for the ski and snowboard industry. Ryan’s led a super interesting initiative that Wintersteiger is producing for the specialty community: A best practice guide to serving consumers...

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David Howell, Managing Partner and founder, Howell & Associates show art David Howell, Managing Partner and founder, Howell & Associates

Channel Mastery

We’re on the verge of August, 2020, which marks a shift into a new selling season, a kick-off into a key planning window for the coming year, and also, puts Black Friday, Cyber Monday and Holiday on the near horizon.  Episode 140 is the start of our brand-new season of the Channel Mastery podcast. David Howell is managing partner and founder of Howell & Associates. He has helped hundreds of fortune 500 and specialty brands with selling online, keeping brand and pricing parity and offers valuable insights from the trenches. So, if you’re wondering how COVID-19 impacted the Amazon...

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Matt Heitmann, Chief Marketing Officer at Pro’s Closet show art Matt Heitmann, Chief Marketing Officer at Pro’s Closet

Channel Mastery

The continues to revolutionize the way people buy bikes. The company offers a very innovative channel strategy that enables consumers to buy used bikes easily online. They build trust with their 141-point inspection process and keep cyclists in their ecosystem with an easy to join and engage with approach where a cyclist is offered the option to trade in a bike and get a new one every year. They’re a retailer of all bike brands, have an incredible bike museum, and are amassing an incredibly unique data set as more and more cyclists discover the site.  And a lot more cyclists are...

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Kelly Ramirez, Founder and Chief Growth Officer, Prismatic show art Kelly Ramirez, Founder and Chief Growth Officer, Prismatic

Channel Mastery

While consumer behaviors continue to shift, one trend is here to stay: Our consumer is just plain comfortable being online now, for the entire decision and purchase journey. And with that, the battle for their attention is at an all-time high.    Today’s guest is like a secret weapon for specialty brands struggling to engage and serve their target consumers. Kelly Ramirez is the founder and Chief Growth Officer of Prismatic, a Bozeman, Montana-based specialty brand growth agency. She has a background in-house at Google, and a love for small brands taking an artisan approach to...

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Ryan Atkinson, SmartEtailing and Ben Barenholtz, Quivers show art Ryan Atkinson, SmartEtailing and Ben Barenholtz, Quivers

Channel Mastery

This episode of the Channel Mastery podcast was originally recorded as a webinar on April 30, 2020 as part of the Snowsports Industries of America Town Hall Thursday series, and can also be found on their .    Since the beginning of the coronavirus crisis, it’s an understatement to say that we have seen massive shifts in consumer trends, especially in the outdoor active lifestyle spaces. Speaking on the topic with me are Ryan Atkinson of Smartetailing and Ben Barenholtz of Quivers. Both offer incredible insight and broader perspectives to how we must change our businesses to...

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 Jennifer Tetrick, Decathlon show art Jennifer Tetrick, Decathlon

Channel Mastery

With the continued pandemic and some of the U.S. in the beginning phases of reopening store fronts and other businesses, I was so looking forward to speaking with my guest on today’s podcast. Jennifer Tetrick, Director of PR and Communications at Decathlon is a returning guest today on this episode of the podcast. She joined us last April for when Decathlon, now in 70 countries globally, had just opened a store near Oakland, Calif. As we begin to reopen here in the United States, Decathlon’s European stores are about two weeks ahead of us so it’s important to not only watch what...

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Garrett Finney, CEO & founder of Taxa Outdoors show art Garrett Finney, CEO & founder of Taxa Outdoors

Channel Mastery

Outdoor recreation will be a healer for all of us post pandemic and through the recovery of the recession. Taxa Outdoors is a revered client partner of Verde Brand Communications, the presenting sponsor of the Channel Mastery podcast, and I had the honor of interviewing CEO and founder of Taxa Outdoors, Garrett Finney, on the podcast today.  So what is Taxa Outdoors and why do they make mobile human habitats built for adventuring? And why do they have only four products named after insects? , , and are the four models available today.  Does Taxa Outdoors make a recreational vehicle...

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 Kristin Carpenter, Announcing the Launch of Multi-Channel Marketing Academy show art Kristin Carpenter, Announcing the Launch of Multi-Channel Marketing Academy

Channel Mastery

“The consumer is the channel,” said Mike Massey of Locally. He’s absolutely right, and with COVID-19 creating new consumer behavior dynamics weekly, it’s even more true.    Channel Mastery was launched three years ago this month to enable specialty brand and business leaders to know what’s working best, and what’s not, with consumer behavior. A big part of that is how we are serving them with both product and content  through a perfect overlay of channels behind the scenes. All they want is to have a remarkable experience with a brand with as little friction as...

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Jason Duncan, Outdoor Research Pivot to Produce, Source and Donate PPE, Follow up to OIA and SIA Webinar, Part III show art Jason Duncan, Outdoor Research Pivot to Produce, Source and Donate PPE, Follow up to OIA and SIA Webinar, Part III

Channel Mastery

Imagine you’re sitting with your team at the onset of the COVID-19 pandemic, in one of the early and most active hot spots, Seattle, Wash. You lead a manufacturing team at a 39-year-old outdoor apparel and gear company that’s been a U.S. manufacturer for the entirety of your brand history. You all know there’s a bigger role to play. Within an instant, you all agree to go forward and go big to serve in the COVID-19 crisis.    In this instant, the reality of pivoting to become a manufacturer of FDA-compliant Personal Protective Gear for front-line healthcare workers, starts to...

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 Lyndi Bell, Chaco & Alex Adema, DPS Skis  Pivot to Produce, Source and Donate PPE, Follow up to OIA and SIA Webinar, Part II show art Lyndi Bell, Chaco & Alex Adema, DPS Skis Pivot to Produce, Source and Donate PPE, Follow up to OIA and SIA Webinar, Part II

Channel Mastery

This episode is the second installment following the panel I led for (OIA) and the (SIA) focusing on manufacturers pivoting to produce Personal Protective Equipment (PPE). The full took place on April 13th with leaders from Outdoor Research, Chaco, DPS Skis, and the Office of Outdoor Recreation for the State of North Carolina.   Lyndi Bell, Chaco’s Consumer Experience Marketing Director, is the first interview in this double-header show. It’s so inspiring to hear Lyndi talk through the process and journey she and her team at Chaco took to shift production from sandals to sewing...

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More Episodes

My guest today is a well-known thought leader in the evolution of retail, more specifically, marketplaces. In this episode, you’ll meet Kiri Masters, the Founder of Bobsled Marketing, The Marketplace Institute and a Forbes contributor. As Amazon continues to change on a monthly, weekly (and sometimes daily) basis, it is Kiri’s mission to help specialty brands and businesses navigate the Amazon marketplace. 

Kiri began her Amazon quest in the early days of the platform in 2012/2013. Needless to say, there were few, if any, resources available to support a specialty brand presence on the Amazon marketplace. She quickly realized that there was a very real need for a tailored solution for smaller brands and Amazon consulting. In 2015, she launched Bobsled Marketing, which helps brands to manage their Amazon sales channel with operational support, brand protection, marketing and advertising. Four years later, in 2019, she launched the brand-new Marketplace Institute, which was designed to enable smaller businesses to have a self-serve model for through a private membership program.

For many of Verde’s clients, it’s just not possible to have an in-house Amazon expert or marketplace manager. Kiri has learned a tremendous amount through her businesses, and in this episode, she shares a wealth of knowledge and current tips on how to put your brand positioning forward 

It was an honor to sit down with Kiri on this episode and I am so looking forward to see what she does next and have her on the show again.

Kiri Masters is Founder of Bobsled Marketing and The Marketplace Institute. She is also a Forbes contributor.