Ecommerce Playbook: Numbers, Struggles & Growth How a CTC Client Unlocked 40% YoY Growth
Sep 16, 2025
Mike McVerry, SVP of Ecommerce & International Sales at Urban Armor Gear, shares insights on achieving 40% YoY growth in a tough market. He discusses the crucial role of financial clarity in marketing strategies, revealing how their 'Profit System' transformed operations post-COVID. McVerry emphasizes scaling creative output and the importance of collaboration between finance and marketing. He also dives into practical lessons on inventory management and budget reallocation aimed at sustainable DTC growth amidst evolving market dynamics.
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Smooth Troughs, Don’t Chase Bigger Peaks
- Seasonal device replacement cycles create peaks and deep troughs for UAG's sales.
- Mike realized smoothing troughs rather than maximizing peaks improved annual results.
Quantify Contribution Margin For Buy-In
- Explain DTC profitability to finance using models that include contribution margin and spend horizons.
- Use that shared model to get executive buy-in for new agency approaches.
Model Spend Trade-Offs First
- Run spend models that show trade-offs between incremental spend, revenue, and contribution margin before budgeting.
- Use those models to collaboratively decide how much extra ad spend is acceptable.