2X eCommerce Podcast

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Shownote available on: https://2xecommerce.com/podcast/ep450/

S9 EP52:
Kelley Thornton is the co-founder and CEO of Tiege Hanley, a direct-to-consumer men’s skincare company that focuses on simplifying skincare for men. With a background in entrepreneurship and marketing, Kelley has led Tiege Hanley to become a multi-million-dollar business, with a significant presence in both DTC and emerging platforms like TikTok Shop. Under his leadership, the company continues to expand internationally and into wholesale channels.

Here’s how Tiege Hanley, the men’s skincare brand, sustains bottom-line growth in a challenging market. CEO Kelley Thornton outlines the strategic steps they’ve taken to optimize operations, control costs, and navigate supply chain disruptions. Learn how the brand continues to drive profitability while scaling, using efficient practices and adaptive strategies tailored to market conditions.

 

• (00:00) - Introduction and Business Overview
• (00:08) - Challenges and Strategies in 2022
• (00:18) - Google's Q4 Expectations
• (01:17) - Scaling a DTC Brand: Insights from Kelly Thornton
• (02:20) - Welcome Back, Kelly Thornton
• (03:40) - Operations and Logistics in Chicago
• (06:46) - P&L Management and Profitability
• (09:55) - Impact of Elections on Business
• (17:47) - Cost Management Strategies
• (23:33) - Marketing Efficiency and Channel Management
• (30:53) - Investment Priorities and Channel Diversification
• (34:47) - Diversifying Marketing Channels
• (35:31) - Evaluating Channel Performance
• (36:45) - Data-Driven Decision Making
• (38:47) - Customer Acquisition Strategies
• (42:09) - Subscription Models and Customer Experience
• (46:55) - Exploring New Sales Channels
• (53:32) - Influencer Marketing Evolution
• (57:53) - Future Outlook and Expansion Plans
• (59:30) - Final Thoughts and Advice for Entrepreneurs
• (01:01:46) - Conclusion and Wrap-Up

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