Rich Chapple, former CMO of Gymshark, outlines a comprehensive 90-day plan for a new CEO taking over an 8-figure fashion brand. He shares how to find the "truth" in business numbers, sharpen strategy using the "Where to Play / How to Win" framework, optimize organizational structure for scale, and leverage hidden growth opportunities in CRM and low-cost traffic acquisition. This episode is crucial for eCommerce leaders aiming for profitable growth and long-term scalability.
Key takeaways
Implement a 'Where to Play / How to Win' framework to simplify strategic decisions and focus growth efforts.
Prioritize finding the "truth" in your financial and operational metrics by conducting thorough financial analysis, especially by Gross Profit (GP) bands, to identify hidden inefficiencies or opportunities.
Assess and restructure your 8-figure brand for scalability rather than mere survival, recognizing that many established businesses have structural deficiencies hindering growth.
Tap into the often-ignored potential of CRM and customer insights to uncover new engagement and loyalty opportunities beyond basic segmentation.
Explore and implement low-cost traffic acquisition tactics that can yield significantly lower media rates (70-90% off) compared to traditional paid channels.
Develop cross-functional leaders to foster a more integrated and adaptable team capable of supporting scaling initiatives.
Rich Chapple was previously the CMO at Gymshark and the CEO at THG Ingenuity, part of The Hut Group, scaling both companies to unicorn valuations. He is now the co-founder at The Growth Foundation, helping eCommerce and DTC brands grow the right way. In this What Would You Do episode, Rich shares exactly what he’d do in his first 90 days as the new CEO of an 8-figure fashion brand. From finding the real “truth” in the numbers to sharpening strategy, building the right team, and focusing on profitable growth, this conversation is packed with practical guidance for any eCommerce leader looking to scale with clarity and control. Hit PLAY to hear: The exact first 90-day plan for a new CEO stepping into an 8-figure eCommerce brand How to find the real “truth” in your numbers (and the costly mistakes most brands miss) The simple Where to Play / How to Win framework to cut complexity and drive growth Why most 8-figure brands are structured for survival, not scale — and how to fix it The hidden growth opportunity in CRM and customer insight most teams ignore 📈 A low-cost traffic tactic that can deliver 70–90% off media rates 👀 Key timestamps to dive straight in: [05:52] eCommerce Evolution and Increased Competition [09:19] 'Defining Truth Across Business Metrics' [11:45] 'Financial Analysis by GP Bands' [14:46] Strategic Alignment and Execution Framework [17:09] 'How to Win with Strategy' [22:41] Scaling Strategy and Future Planning [25:39] 'Developing Leaders Through Cross-Discipline' [28:33] 'Testing Strategies for Business Growth' [31:29] Listen to Rich’s Top Tips! Full episode notes here: https://ecmp.info/586---
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What does this episode say about founder & leadership?
Implement a 'Where to Play / How to Win' framework to simplify strategic decisions and focus growth efforts.
What does this episode say about dtc strategy?
Prioritize finding the "truth" in your financial and operational metrics by conducting thorough financial analysis, especially by Gross Profit (GP) bands, to identify hidden inefficiencies or opportunities.
What does this episode say about analytics & attribution?
Assess and restructure your 8-figure brand for scalability rather than mere survival, recognizing that many established businesses have structural deficiencies hindering growth.
What does this episode say about brand & content?
Tap into the often-ignored potential of CRM and customer insights to uncover new engagement and loyalty opportunities beyond basic segmentation.
What does this episode say about founder & leadership?
Explore and implement low-cost traffic acquisition tactics that can yield significantly lower media rates (70-90% off) compared to traditional paid channels.
