The Andrew Faris Podcast How She's Birdie Went From 7-Figure Debt To All-Time High Revenue & Profits
Apr 27, 2026
Richie Mashiko, CEO of She's Birdie and a turnaround-focused financial strategist, tells the brand's comeback from heavy debt to record revenue and profits. He walks through reigniting ad spend, rebuilding creative, and diversifying channels like Amazon and TV. Richie also covers right‑sizing operations, building a promo calendar, and scaling creator-driven content.
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How Birdie Fell Into Deep Debt And Recovered
- She's Birdie accumulated low-repeat-purchase economics after a failed backend subscription product and piled up low-seven-figure EBITDA losses in 2024.
- Richie and team restructured OPEX, negotiated obligations, and relaunched marketing to restore profitability and stabilize the brand.
Make First Purchase Profitable With Manual Bids
- When a DTC product has low LTV, force first-purchase profitability by tightening media spend and running manual/bid-cap strategies.
- Andrew's team relaunched years of past Meta creative into bid caps and Target ROAS to generate immediate contribution margin.
Amazon Account Acts As A Durable Halo
- A strong Amazon presence can act as a durable, high-margin halo that preserves revenue when DTC paid channels pause.
- Birdie's Amazon account maintained reviews and trust, improving Meta-to-Amazon conversion once ads relaunched.