# Turning Brand Values Into Growth Strategy | Julie De Angulo | Bajio Sunglasses

Page: https://stenobird.com/podcast/honest-ecommerce-14292/turning-brand-values-into-growth-strategy-julie-de-angulo-bajio-sunglasses
Text version: https://stenobird.com/podcast/honest-ecommerce-14292/turning-brand-values-into-growth-strategy-julie-de-angulo-bajio-sunglasses.md
Podcast: [Honest Ecommerce](https://stenobird.com/podcast/honest-ecommerce-14292)
Published: 2025-06-30T13:00:00+00:00
Episode link: https://honestecommerce.co/episodes/336-turning-brand-values-into-growth-strategy-with-julie-de-angulo-icnkeBIF
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JSON: https://stenobird.com/v1/public/podcasts/honest-ecommerce-14292/episodes/turning-brand-values-into-growth-strategy-julie-de-angulo-bajio-sunglasses
Duration seconds: 2000

## Resource

Julie De Angulo is the VP of Ecommerce and Digital at Bajio Sunglasses, a premium polarized fishing eyewear brand purpose-built for serious anglers, from saltwater flats to bass tournaments. Bajio combines Patent Pending LAPIS lens technology with hyper-targeted storytelling to serve one of the most gear-obsessed subcultures in outdoor retail. Julie leads the charge in turning that product obsession into a scalable digital channel, anchored in retention, merchandising, and cultural fluency. Before joining Bajio, Julie spent nearly two decades in Ecommerce and digital marketing, scaling brands across home goods, pet supplements, fashion, and accessories. Her background in mass communications gave her a sharp instinct for message-market fit, one she’s since sharpened into a full-funnel skillset spanning email, SMS, SEO, and paid acquisition. At Bajio, she joined when the brand had little to no Ecommerce presence, and has since built a high-performing revenue channel from the ground up. Whether breaking down how to tell product stories that resonate with niche audiences, mapping customer journeys from first click to long-term loyalty, or translating brand values into conversion-focused creative, Julie brings a tactical yet brand-led perspective to Ecommerce strategy. She shares what it takes to grow when you're starting from zero, why not all anglers are created equal, and how to build sustainable foundations that scale with authenticity. In This Conversation We Discuss: [00:38] Intro [00:49] Focusing on a passionate niche audience [02:19] Building a scalable foundation for growth [04:31] Learning early that data drives everything [06:32] Repositioning a brand beyond wholesale [07:54] Tailoring messages to regional fishing niches [10:00] Hiring guides instead of paid infl…

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## Transcript

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