The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | Skullcandy Is Building Black Friday Demand With TikTok Shop

October 8, 2026 The Ecommerce Playbook Podcast 00:29:46
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | Skullcandy Is Building Black Friday Demand With TikTok Shop
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By the time Black Friday arrives, Skullcandy wants customers ready to buy.

Evin Catlett, Skullcandy’s Global VP of Ecommerce and Growth Marketing, joins Taylor Holiday live at Commerce Roundtable in San Diego to explain how the brand uses TikTok Shop and creator content to build demand ahead of its holiday promotions. She shares what helped TikTok Shop gain traction after a slow start and how her team selects products for creator campaigns that support sales across Skullcandy’s website, Amazon, and retail stores.

In this episode:

  • Building a digital growth strategy inside a brand with extensive retail distribution

  • Why Skullcandy kept investing in TikTok Shop after a slow launch

  • The role of creator content in generating demand across sales channels

  • Coordinating Black Friday offers across DTC, Amazon, and retail

  • Evin’s approach to investing before the sale so customers are ready to purchase

  • Giving shoppers reasons to buy directly through loyalty benefits and exclusive products

  • Planning for holiday sales through Christmas and the end of the year

Key takeaway: Evin reports seeing retail sales of specific products move within weeks of creator campaigns. Measuring the full impact across channels remains a work in progress.

This episode is brought to you by:

– Trybe: https://bit.ly/4xXvD08

– Alia: https://bit.ly/4yuP8ON

– Bill: https://bit.ly/4e9JQQm

Show Notes: