Breaking Down Barriers: Cross-Functional Success in E-Commerce With Robert Estill - Episode 383

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

Today, we’re thrilled to welcome Robert Estill, Head of Global Amazon and Marketplaces for all Beauty at The Hut Group. 

With extensive experience leading E-commerce teams at powerhouse brands like Unilever, Prestige, Coty, and Versace, Robert offers invaluable insights into the ever-evolving world of online retail. 

Having collaborated with him across multiple brands, we’re excited to dive into his insights on building high-performing E-commerce teams, overcoming the challenges of international expansion, the key lessons he’s learned throughout his career, and his outlook on the industry's future.

 

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Robert discuss:

E-Commerce Success Requires Adaptability

• The industry evolves rapidly, and what works today may not work tomorrow.

• Being comfortable with ambiguity and continuous learning is essential.

The Importance of Cross-Functional Collaboration

• E-commerce isn't just marketing and sales—it involves supply chain, finance, legal, and operations.

• Effective communication with leadership and across departments is as crucial as technical expertise.

Understanding P&L is Key to Growth

• E-commerce leaders must think beyond top-line revenue and focus on sustainable, profitable growth.

• Inventory forecasting, fulfillment costs, and operational efficiencies all impact success.

1P vs. 3P on Amazon: A Strategic Choice

• 1P (Vendor Central): Easier operations but less control over pricing and inventory.

• 3P (Seller Central): More control but requires strong operational capabilities.

• The decision depends on a brand’s financial structure, goals, and ability to handle fulfillment.

Expanding Internationally Requires a Localized Approach

• Each market has unique consumer behavior, dominant platforms, and regulatory requirements.

• Logistics and fulfillment strategies must be planned carefully, as shipping timelines and compliance vary.

• Partnering with local third-party logistics (3PL) providers can help navigate complexities.

AI & AMC (Amazon Marketing Cloud) Are Game Changers

• AI tools for content creation, search optimization, and analytics will shape the future of e-commerce.

• AMC provides deeper insights into customer behavior, helping brands refine their advertising strategies.