Halfdays, a DTC ski apparel brand, shares its strategy for transforming brand awareness into tangible revenue. This episode dives into how to leverage brand moments to drive growth, offering actionable insights for ecommerce operators looking to connect their marketing efforts directly to their bottom line.
This week, we’re joined by Liz Anthony, Chief of Staff at Halfdays, the fast-growing women’s outdoor apparel brand redefining performance skiwear. Liz breaks down how Halfdays balances brand and performance marketing to scale a highly seasonal DTC business, including the role of founder-led content, creative diversity, and standout collaborations like HOKA in driving Q4 momentum.From there, the group digs into how the Chief of Staff role acts as a force multiplier across marketing, product, and strategy - pulling from Liz’s consulting background to explore how strong operators create leverage in fast-moving brands.We wrap with a collaborative discussion on KPI ownership, dashboards, and forecasting, covering how teams use simple tools like Google Sheets to track leading indicators, align cross-functional teams, and connect marketing execution to real business outcomes.If you’re scaling a seasonal brand, building cross-functional clarity, or trying to connect brand moments to measurable growth, this episode is packed with practical insight.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6Find out more about the Halfdays brand in another MOperators Episode: How Halfdays Turned Community into a Growth Engine - with CEO Ariana FerwerdaChapters:00:00:00 – Introducing Liz and Halfdays’ Brand Story00:03:10 – Finding Product-Market Fit in Women’s Ski Wear00:08:00 – Expanding Beyond Ski: Year-Round and Omnichannel Growth00:13:30 – Defining “Her”: Core Customer, Persona, and Positioning00:19:00 – Chief of Staff Role: KPIs, Strategy, and Cross-Functional