# Channel Diversification in Ecommerce: Biggest Mistakes & Wins

Page: https://stenobird.com/podcast/marketing-operators-6861665/channel-diversification-in-ecommerce-biggest-mistakes-wins
Text version: https://stenobird.com/podcast/marketing-operators-6861665/channel-diversification-in-ecommerce-biggest-mistakes-wins.md
Podcast: [Marketing Operators](https://stenobird.com/podcast/marketing-operators-6861665)
Published: 2026-03-31T13:00:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/marketing-operators/episodes/Channel-Diversification-in-Ecommerce-Biggest-Mistakes--Wins-e3h6nc2
Audio file: https://anchor.fm/s/f23bffe0/podcast/play/117709634/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-2-30%2F421081691-44100-2-5d13e4bad8176.mp3
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JSON: https://stenobird.com/v1/public/podcasts/marketing-operators-6861665/episodes/channel-diversification-in-ecommerce-biggest-mistakes-wins
Duration seconds: 4000

## Resource

What if the reason your channel expansion isn’t working has nothing to do with the channel? Connor MacDonald (CMO, Ridge), Cody Plofker (CEO, Jones Road Beauty), and Connor Rolain (Head of Growth, HexClad) break down what drives channel expansion decisions. They use the David Protein bar lawsuit as a jumping-off point to discuss bold brand marketing and the frameworks behind how DTC brands scale beyond Meta. The hosts dig into why thinking about customers acquired — not revenue generated — changes how you sequence channel investment. They debate the biggest mistakes they’ve each made with channel timing and what they’d do differently if they were launching a brand today. The conversation gets specific about TikTok Shop affiliate structures, how organic content creation seeds better paid performance, and why baseball on linear TV is offering CPMs that rival platforms can’t touch right now. Powered By Motion Creative Benchmarks 2026 https://motionapp.com/thumbstop-pulse/creative-benchmarks-2026?utm_campaign=marketing-operators&utm_medium=sponsor&utm_content=creative-benchmarks-2026&utm_source=marketing-operators-podcast Richpanel https://9ops.co/richpanel Aftersell https://9ops.co/4i3bb5 Haus https://www.haus.io/operators Prescient AI https://www.prescientai.com/operators Operators Newsletter https://9operators.com/

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## Transcript

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