Celia Mulderrig is the VP of Ecommerce at NakedCashmere, where she leads a team of five employees and agencies to drive double-digital revenue growth year-over-year. Under her leadership, NakedCashmere experienced a 50% growth in new customers. Celia has 15 years of leadership experience in ecommerce, digital and growth marketing, and scaling DTC brands in Asia, Europe, and North America.

In a highly seasonal and competitive market, balancing brand awareness with performance marketing is critical, especially for startups. How can brands leverage seasonal sales events like Black Friday to boost visibility and long-term growth?

After years of navigating challenges in ecommerce, marketing maven Celia Mulderrig discovered the importance of strategic planning and customer-centric tactics. By aligning promotional efforts with product seasonality and employing early acquisition strategies, you can mitigate rising advertising costs during peak periods. Celia also recommends utilizing hyper-segmentation, live streaming, and AI-driven personalization to enhance customer engagement and drive sales without relying solely on heavy discounts.

In this episode of Ecom Experiences, Celia Mulderrig, the VP of Ecommerce at NakedCashmere, joins Samir Balwani to discuss building brand awareness during key seasonal events. She shares how NakedCashmere justifies its brand awareness spend, how to manage marketing resources effectively, and how NakedCashmere has positioned itself as a leader in its industry.