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Melissa Dusendang ran a summer contract at SheFit to “manage the chaos” for one marketing director. She never left. Years later she runs ecommerce and operations, and her actual job is stopping the company from lying to itself with its own data.

If you own the P&L, the dashboard, or the customer experience, this one is for you. Melissa sits in the finance meeting thinking about how a tax decision hits checkout, and in the marketing meeting thinking about which numbers are secretly inflated. She calls it being a puzzle person. Eric calls her a silo obliterator.

• Why TikTok Shop can quietly wreck your new-versus-returning customer math. Masked and missing emails on marketplace orders mean Shopify can count repeat buyers as new, so “we 2x’d new customers” can really mean you gave existing customers a discount.
• The attribution question to ask before anyone reports a ROAS or MER number, so two teams aren’t arguing about goals while measuring different things.
• How SheFit found its best-selling ad hooks inside customer reviews and comments, and why phrases like “my boobs don’t move” outperform copy the team writes.
• The Emerge Sports Bra story: how customer comments drove a custom-strap design (skinny straps on smaller sizes, wider straps on larger sizes) that sold out on launch.
• Why real women feeling the “aha moment” when they lift the straps is SheFit’s top new-customer acquisition move, run through micro-influencers and ambassadors instead of a gym-only ad.
• Her honest read on TikTok Shop: better customer control than Amazon, but a margin eroder that can turn a premium brand into a “always on sale” brand.

Who this is for: Ecommerce and ops leaders, founders wearing five hats, CX and community managers, and anyone trying to get finance, marketing, and product to agree on what the numbers mean.

What to steal: Pull your own review and comment language and use it as ad copy verbatim. Before your next growth review, write down which attribution model each number is using. And check whether your marketplace orders are inflating your new-customer count.

Timestamps:

0:00 Why TikTok Shop metrics can be misleading

5:18 Breaking down silos across ecommerce teams

10:01 Why customer language beats marketing copy

15:09 Building products from customer feedback

23:21 Using AI and social listening for better decisions

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