In this conversation, Jonah, the director of commerce and growth at ProShop, discusses his role in building a golf community through e-commerce and content marketing. He shares insights on team structure, customer acquisition, and the challenges of navigating social media platforms like TikTok. Jonah emphasizes the importance of storytelling in brand building, the complexities of attribution reporting, and the impact of AI on the future of e-commerce. He also reflects on personal experiences with failures, setting boundaries, and the significance of clear communication within an organization.

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Takeaways

• Jonah is the director of commerce and growth for ProShop, focusing on e-commerce in the golf industry.
• ProShop aims to build a large golf audience through content and commerce.
• The e-commerce team operates like an internal agency to incubate brands.
• TikTok is a growing channel, but the price point for golf products is high.
• Attribution reporting can be misleading; focus on customer acquisition instead.
• Customer insights are gathered through direct feedback from a dedicated community.
• Storytelling is crucial for building a strong brand connection.
• Failures in e-commerce are common, but personal growth is more significant.
• Clear communication of e-commerce metrics is essential for stakeholder buy-in.
• AI is transforming the e-commerce landscape, allowing for rapid implementation of ideas.

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