Richard Gaffin

Director of Digital Product Strategy · Common Thread Collective

Podcast host · Cited in 7 answers

About

Richard Gaffin is the Director of Digital Product Strategy at Common Thread Collective, a marketing agency specializing in larger ecommerce brands. He co-hosts the Ecommerce Playbook Podcast with Taylor Holiday, sharing insights from CTC's portfolio of DTC businesses.[1][2][3]

Host of

Top questions Richard Gaffin answered

• How do I effectively segment customers based on their predicted LTV?
  The most effective way to segment customers by predicted LTV is to first abandon a single, blended LTV metric. Instead, run a detailed cohort analysis, breaking down customer value by acquisition cha…
• How do I build a black friday cyber monday strategies that works?
  If I were in your shoes, I'd start by locking in my exact offer before even thinking about ads or emails. A truly compelling offer is the engine for everything else, and getting it right is the most…
• What's a good MER or blended ROAS to aim for in a post-iOS14 world?
  The right blended ROAS isn't a benchmark, it's a calculation based on your unique margins. The real goal is finding the lowest return you can profitably accept. Chasing an arbitrarily high ROAS means…

Signature topics

• Prophit Engine
• Ecommerce scaling strategies — Gaffin provides expert guidance on scaling and sustaining DTC brands through data-driven insights.
• Digital product strategy — As Director at CTC, he specializes in optimizing digital products for ecommerce growth.
• Marketing for larger ecommerce brands — He focuses on strategies for high-revenue ecommerce businesses via CTC's agency services.
• DTC business operations — Gaffin shares operational lessons from managing CTC's portfolio of growing DTC companies.

Notable achievements

• Co-host of The Ecommerce Playbook Podcast

Links

LinkedIn · Twitter / X · Wikipedia