Welcome Nicco! So what’s your role at Kettle & Fire?
I'm the Director of eCommerce. I focus on managing the Operations/Tests on our Shopify Site, Amazon, retail ads and co-managing the DTC acquisition side.
For example, it would be my responsibility to manage the design & development agencies involved; to run A/B tests on the DTC side; to manage and scale instacart ads
What’s the team structure like at Kettle & Fire?
The company is almost entirely full remote, with one key office in Austin. In terms of team composition:
On the marketing side, we’ve got a VP of Marketing in place with several team members working alongside them: A brand directory, a copywriter, a designer, an email marketer, a life cycle manager and customer service. That’s a huge in-house department for us.
Then, we have a lot of team members either involved in the retail operations (sales, brokers etc) or involved with our supply chain & finance department. Those functions are critical for us, especially considering how much volume we’re doing via retail. Beyond all that, we have a strong network of contractors. Some handle media buying, others take on landing page creation etc.
How are you leveraging Storetasker?
I was looking specifically for an eCommerce manager / PM type of role. Someone with a development background, and could take a lot of eCommerce related tasks off of my plate.
So for example, if the retention team needs a new landing page developed on Shopify - I could go to them instead of engaging our development agency. Another task might be requesting help in costing out a development project & estimating the effort.
Brilliant. Has it been a good experience so far?
It's been fantastic. I'm very happy with Alfredo, the expert we got onboarded with.
He’s a developer first - so naturally there’s a learning curve into more “PM” types of activities which involve more calls & engagement with other stakeholders. But so far I'm very happy.
What’s on the roadmap at Kettle & Fire?
One exciting project is the potential re-design of key sections on our website. Our collections pages, for example, could use a tune-up. Our always-on goal is to improve revenue per visitors on day one, so there are definitely areas in the funnel that require extra work to optimize for that.
The other piece I’m excited about is Amazon & Instacart making their “buy now” buttons available for use on DTC websites. I’m really curious to know how having a “buy via Instacart” or “Amazon” button impacts conversion rates.
Last question: What’s setting you and Kettle & Fire apart from other DTCs? What makes you so successful?
It always starts with a great product.
In the short term, you can get crafty and build early interest; but in the long term - it’s all about the product.
After that, it’s the team. I'm a big fan of DTC businesses that have developed strong in-house talent. Many of our team members have been at the company for 3-5 years, consistently working together towards the same goals. That unity is a real strength for our business.