How Team Alignment and Founder-Led Marketing Fueled FiftyFlowers’ Explosive Growth With Liza Roeser
Release Date: 04/23/2025
How BYLT Grew Customer Loyalty and LTV Using a Custom Shopping App With Ryan Groh
Minds of Ecommerce
Ryan Groh is the Associate Director of Ecommerce at BYLT Basics, a California-based premium apparel brand. With over seven years of experience in ecommerce and digital merchandising, Ryan has led initiatives that have significantly increased online revenue and improved customer experience through personalization and streamlined checkout processes. He played a pivotal role in BYLT's migration to Shopify's Hydrogen framework, enhancing site performance and enabling seamless omnichannel operations. Before his current role, Ryan was the Ecommerce Manager at Absolute Merch Inc. In this episode…...
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The Secret to Subscription-Only Success in the DTC Wellness Space With Adam Gillman
Minds of Ecommerce
Adam Gillman is the Co‑founder and President of Hiya Health, a children’s wellness company that reimagines kids’ vitamins by delivering sugar‑free, transparency‑focused nutrition through clean, science‑backed products. A seasoned entrepreneur, Adam has built and scaled consumer‑facing businesses in health and fitness, including CycleHouse. Motivated by his experience as a father, he teamed up with Darren Litt to disrupt the gummy vitamin market, creating Hiya’s signature chewables using real food ingredients and recycling‑minded packaging. Under his leadership, Hiya has...
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How To Grow Ecommerce Sales Through Lifestyle Marketing With Abby Fallacaro
Minds of Ecommerce
Abby Fallacaro is the Senior Manager of Ecommerce at Edie Parker and Flower by Edie Parker, leading female-founded and operated lifestyle brands. With extensive experience in ecommerce management, she leads digital strategy and ecommerce operations for both brands, overseeing online sales, customer experience, and digital marketing initiatives. Abby has been instrumental in integrating lifestyle branding with product offerings, ensuring cohesive brand experiences across digital platforms. Before Edie Parker, she held various roles at Lewis, including Operations Manager, Ecommerce Manager, and...
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How John’s Crazy Socks Built a Mission-Driven Brand That’s Spreading Happiness Globally
Minds of Ecommerce
Mark X. Cronin is the Co-founder of John’s Crazy Socks, a social enterprise he launched in 2016 with his son, John, who has Down syndrome, to spread happiness and champion inclusive employment. With a background in public service and healthcare innovation, Mark previously served as Director of Medicaid Health Services in New York City and held executive roles in healthcare management firms. He advocates for people with differing abilities, frequently speaking at organizations like the United Nations and the US Congress. Under Mark and John’s leadership, John’s Crazy Socks has fulfilled...
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Inside Serenity Kids’ Affiliate Podcast Strategy: Driving Evergreen Sales With Joe Carr
Minds of Ecommerce
Joe Carr is the Co-founder and President of Serenity Kids, an Austin-based baby food company dedicated to providing nutrient-dense, ethically sourced products for children. Alongside his wife and co-founder, Serenity Carr, Joe launched Serenity Kids in 2018 to revolutionize children's nutrition and empower future generations. With a background in youth services, nonprofit leadership, and life coaching, Joe brings a passion for child development and social impact to his role. He is also an autism advocate serving on the Advisory Board for the Autism Hope Alliance and is active in men's personal...
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Why Organic Social Still Works (And How Brevitē Uses It To Drive Sales) With Dylan Kim
Minds of Ecommerce
Dylan Kim is the Co-founder and Head of Marketing at Brevitē, a DTC backpack brand for creators, photographers, and commuters. Founded in 2014 by Dylan and his brothers, Brevitē creates premium everyday bags that fit both camera gear and daily essentials. Under Dylan's marketing leadership, the brand has cultivated a substantial social media following, notably achieving over 2.5 million followers across platforms like TikTok, YouTube, and Instagram. Dylan has also been recognized on Forbes' 30 Under 30 list in the retail and ecommerce category. In this episode… Despite the promise of...
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Scaling a Technical Ecommerce Brand Through Automation and a Lean Team With John Ibbetson
Minds of Ecommerce
John Ibbetson is the CEO of trueCABLE, a company specializing in low-voltage and fiber optic products. Under his leadership, trueCABLE has developed a comprehensive end-to-end solution, emphasizing reliability and customer support. With a background in business development, John previously held sales and account management roles at Distributor Wire & Cable, Bortek Industries, Inc., and Omni Cable. In this episode… Managing growth while keeping operations lean is one of the toughest challenges for scaling ecommerce companies. As teams expand, so do inefficiencies, repetitive tasks,...
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From Awareness to Consideration: How Onewheel Boosted Conversions by 65% With Eric del Valle
Minds of Ecommerce
Eric del Valle is the Director of Ecommerce at Onewheel, a self-balancing electric skateboard brand developed by Future Motion. With a background that includes experience at Google and various DTC startups, Eric leverages behavioral psychology to enhance customer acquisition and user experience strategies. Under his leadership, Onewheel has grown significantly by transitioning marketing efforts from mere awareness to deeper customer consideration. In this episode… Many brands struggle when their once-thriving marketing tactics hit a wall, leaving them wondering how to sustain growth in...
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How Bison Coolers Drives Explosive Ecommerce Growth With Limited Edition Products With Mike Lewis
Minds of Ecommerce
Mike Lewis is the Vice President of Bison Coolers, a family-owned outdoor gear company based in Fort Worth, Texas. Since joining the company in 2022, he has spearheaded initiatives emphasizing American craftsmanship and innovation, including launching the Bison Trax Wheel System for enhanced cooler mobility. With a background in ecommerce and DTC strategies, Mike has been instrumental in driving the brand's growth and expanding its market presence. His leadership continues to shape Bison Coolers' commitment to quality and customer satisfaction. In this episode… In the crowded and competitive...
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Recycling, Retail, and Rapid Pivots: The RAREFORM Growth Playbook With Alec Avedissian
Minds of Ecommerce
Alec Avedissian is the Co-founder and CEO of RAREFORM, an innovative brand that recycles vinyl billboards into one-of-a-kind bags, backpacks, and accessories. With over a decade of experience in entrepreneurship, Alec has led RAREFORM from its roots as a surf bag company to a thriving eight-figure ecommerce business, recycling 80% of billboard materials in the US. He is passionate about sustainability, creative product design, and building purpose-driven brands that adapt to market needs. In this episode… Pivoting too late can be fatal, and moving too fast can derail a growing brand....
info_outlineLiza Roeser is the Founder and CEO of FiftyFlowers, an innovative online floral retailer that delivers farm-fresh flowers directly to customers across the US. Her journey began in the early 1990s with the Peace Corps in Ecuador, where she developed a passion for the floral industry and later spent over a decade building relationships with sustainable farms worldwide. Under her leadership, FiftyFlowers has grown into a multimillion-dollar business with over a million orders delivered. A serial entrepreneur, Liza also founded Flower Fix, Farm Exports, Inc., and The Flower CEO, where she shares insights on entrepreneurship, ecommerce, and the floral industry.
In this episode…
Hiring the right people is hard — keeping them in the right roles as your company scales is even harder. When a business evolves from startup to eight and nine figures, the team that got you there might not be the team to take you further. How do you reassess your structure without disrupting momentum or compromising your culture?
Liza Roeser, a leader in the floral ecommerce space, offers hard-won lessons on navigating team restructuring during rapid growth. Liza emphasizes the power of the “right people, right seats” philosophy from Jim Collins and how using tools like the Entrepreneurial Operating System (EOS) framework and the GWC analysis can help leaders make data-backed decisions about personnel. She also highlights the importance of onboarding rigor, cultural alignment, and frequent evaluations to catch misalignments early. Through constant, value-driven contact across all stages of the customer journey, brands can improve customer engagement, especially when the product experience is deeply emotional or tied to milestone events.
In this episode of the Minds of Ecommerce, Raphael Paulin-Daigle interviews Liza Roeser, Founder and CEO of FiftyFlowers, about building high-performing teams while scaling. Liza shares how she uses EOS to evaluate team alignment, why founder-led marketing builds deeper trust, and how expectation management creates lifelong customer advocates.