Scaling With Micro-Influencers: Lessons From Goorin’s Ambassador Strategy With Nicky Cutler
Release Date: 11/26/2025
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Minds of Ecommerce
Chad Massure is the Founder and CEO of Rosy Soil, a company creating peat-free, carbon-negative potting soils designed to nurture both plants and the planet. He grew up gardening with his grandmother, a background that sparked his passion for sustainable horticulture and inspired him to reimagine what soil could be. Before founding Rosy Soil in 2022, he worked in the impact and food space, helping build ventures focused on sustainable food access and social good. Since then, Chad has guided the brand from a small startup to a rapidly scaling company while maintaining a strong commitment to...
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Scaling With Micro-Influencers: Lessons From Goorin’s Ambassador Strategy With Nicky Cutler
Minds of Ecommerce
Nicky Cutler is the B2B Marketing Manager at Goorin Bros., a premium hat and apparel company known for its cult-favorite line of trucker hats featuring embroidered animal patches. A seasoned marketer, Nicky led Goorin’s to over $1 million in affiliate revenue in two years by building and scaling Goorin’s ambassador and influencer programs. He previously worked across sales and retail leadership at Goorin and also launched his fashion brand earlier in his career. Blending brand building, community storytelling, and retail insight, he’s become known for driving culture-first marketing...
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Minds of Ecommerce
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Minds of Ecommerce
Michael Houlihan was the Co‑founder, President, and CEO of Barefoot Wine, an iconic brand that he and his partner Bonnie Harvey launched in a laundry room in 1986 with no money and no knowledge of the wine industry, and built one of the top wine brands in the US and in 28 countries. It was eventually acquired by E. & J. Gallo. A renowned writer, speaker, and consultant, Michael co-authored the New York Times best-selling book The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. He currently divides his time between mentoring entrepreneurs and working on...
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Minds of Ecommerce
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Minds of Ecommerce
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Minds of Ecommerce
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Minds of Ecommerce
Raphael Paulin-Daigle is the Founder and CEO of SplitBase, a conversion optimization agency specializing in luxury, lifestyle, and fashion ecommerce brands. Since 2015, he has helped companies like Dr. Squatch, Hyperice, Amika, Kiehl’s, NYX Cosmetics, and YSL Beauty generate millions in additional revenue while preserving brand integrity. Known for creating the 3P’s methodology and the Testing Trifecta, Raphael combines analytics, qualitative research, and A/B testing to align growth with brand value. A TEDx speaker and the host of the Minds of Ecommerce podcast, he shares strategies that...
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Minds of Ecommerce
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How MUD/WTR Created Emotional Resonance in a Saturated Market With Shane Heath
Minds of Ecommerce
Shane Heath is the Co-founder and CEO of MUD/WTR, which produces coffee alternative beverages designed to provide natural energy and focus. Under Shane's leadership, MUD/WTR has gained significant recognition for its unique branding, evolving into a popular choice among consumers seeking healthier alternatives to traditional caffeinated drinks. Shane's background in design and his ability to create a compelling brand narrative have been pivotal in MUD/WTR’s success. In this episode… Most brands don’t fail because they’re bad — they fail because no one cares. In a saturated ecommerce...
info_outlineNicky Cutler is the B2B Marketing Manager at Goorin Bros., a premium hat and apparel company known for its cult-favorite line of trucker hats featuring embroidered animal patches. A seasoned marketer, Nicky led Goorin’s to over $1 million in affiliate revenue in two years by building and scaling Goorin’s ambassador and influencer programs. He previously worked across sales and retail leadership at Goorin and also launched his fashion brand earlier in his career. Blending brand building, community storytelling, and retail insight, he’s become known for driving culture-first marketing strategies that resonate in the fashion world.
In this episode…
Many brands try to launch ambassador programs only to discover that discount-driven strategies attract the wrong participants, fail to generate new customers, and create tension among community members. With rising competition for attention and the growing need for authentic social proof, the challenge becomes clear — how do you build an ambassador engine that converts, sustains engagement, and avoids turning into a chaotic or unprofitable program?
For Nicky Cutler, a specialist in B2B marketing and community-driven brand building, success lies in leaning into genuine customer enthusiasm rather than follower counts. Nicky shares how he initially tapped into an eager fan base, leveraged referral codes, and later recognized pitfalls such as repeat purchasers misusing discounts and ambassadors competing against one another. He outlines practical strategies for structuring guidelines, limiting code usage, and transitioning toward a reward-based system that motivates creators through exclusive products and achievable milestones. Nicky’s approach prioritizes testing multiple program designs and focusing on authentic customers who truly represent the brand.
In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews Nicky Cutler, B2B Marketing Manager at Goorin Bros., about building a high-converting ambassador program through relatable content. Nicky discusses the power of fan-led recruiting, the risks of discount dependency, and why reward-based content systems uncover authentic creators. He also explores program design, community management, and strategies for long-term scalability.