Welcome to Go-to-Millions!

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Bonjour Millionaire, 

I'm excited to watch the inaugural NikeSKIMS drop. Will be a masterclass in merchandising that's for sure. I'm going to screenshot the shit out of it. 

On the subject, this kills me. 

Was this email forwarded to you?

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ON THIS EPISODE OF GO-TO-MILLIONS 

Have you ever seen VOGUE's 73 Questions?

This is our version of it. But 29 questions and featuring some of my most favorite people in DTC. Today's guest is my friend, Hattie Gilpin. We met in Dallas last year at a conference and we ended up buying matching cowboy hats.

By matching I mean I copied her, and she let me. 

1️⃣. What's your name & job title?

Hattie Gilpin, Director of Operations at Wellbel + Co-Founder of HAM

2️⃣. Tell us about your work, in brief (or in not-brief; dealer's choice):

At Wellbel, I lead internal operations and logistics, overseeing tech, e-commerce, fulfillment, and supply chain. I’m also involved in our retention strategy.

Like many operators in the subscription space, I kept running into the same problems. I wanted to understand what happened after a customer’s first purchase, how behavior shifted after specific actions, how different products influenced retention, and what was really driving churn. But no matter how many tools I tried or how many hours I spent stitching together reports, I couldn’t get clean, consistent answers. Everything felt fragmented and reactive.

That frustration led us to build HAM, an analytics platform built specifically for subscription brands. In collaboration with some of the best minds in the space, we created a platform designed to meet the real needs of subscription businesses.

3️⃣. Most-used slack emoji? 

🤠

4️⃣. How many unread emails do you have right now?

13

5️⃣. Which brand’s marketing makes you jealous?

Summer Fridays because every day should be a summer Friday.

6️⃣. What’s your coffee order?

Almond matcha late

7️⃣. Exclamation marks in emails - yay or nay?

I love an exclamation mark! 

8️⃣. Instagram or TikTok? 

Instagram

9️⃣. Who wins? Growth or brand? 

You need both to build something that lasts.

🔟. What trend do you wish would disappear forever? (professional or otherwise)

Getting on Zoom when it could have been an email.

1️⃣1️⃣. What do you WISH was trending? (ex: cottage cheese)

Going to bed at 9pm

1️⃣2️⃣. Preferred launch day? 

Tuesday

1️⃣3️⃣. Where do you look for creative inspiration?

Pinterest 

1️⃣4️⃣. Latest addition to your tech stack?

HAM - Analytics Specifically for Subscription Brands

1️⃣5️⃣. How do you measure success?

I measure success by impact. I care more about what moves the needle than surface metrics.

1️⃣6️⃣. OLIPOP or Poppi? Or, dare we say, Spindrift? 

Spindrift Half Tea & Half Lemon, or if I’m craving a soda, Coca-Cola

1️⃣7️⃣. What’s the most undervalued marketing skill?

It depends on the business, but as an operator, I’d say one of the most valuable skills is a deep understanding of unit economics to guide acquisition, not just driving growth but driving profitable growth.

1️⃣8️⃣. Do you have a work uniform? 

Jeans with a soft tee

1️⃣9️⃣. What’s the most misunderstood thing about your job?

What my job actually is

2️⃣0️⃣. Most recent DTC purchase?

Pique Matcha 

2️⃣1️⃣. Most overused buzzword? 

Bandwidth

2️⃣2️⃣. What would you be doing if you weren’t in your current line of work?

I’d be a marine biologist.

2️⃣3️⃣. What was your first marketing job?

My first marketing job was as a social media and e-commerce manager for a jewelry brand.

2️⃣4️⃣. Favorite social follow?

Harry Stebbings or Steven Bartlett

2️⃣5️⃣. Last thing you A/B tested?

PDP Pages

2️⃣6️⃣. What's your work soundtrack?

I love Whitney Houston radio on Spotify

2️⃣7️⃣. What’s your personal hero SKU? Link us. 

Tower28 SOS Rescue Spray

2️⃣8️⃣. What’s the best career advice you’ve received?

Anything worth doing deserves your best effort.

2️⃣9️⃣. Do you have any career advice for us?

Surround yourself with people who inspire you, believe in you, and celebrate you. That said, don’t forget to show up for the people who show up for you. Relationships are everything.

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🍀 A QUICK TV PSA.

You know what else kills me? That a lot of you aren't exploring one of my favorite new growth channels: CTV. I mean, in THIS economy?

Luckily, Daniel, Mr. Marketing Millennials himself, is here to help. Join his (free, virtual) chat on Tuesday, Sept 30th to learn how to run TV like a digital performance channel, with AI targeting & guaranteed outcomes. He & Emily Robinson (VP Marketing @ tvScientific) are going to break it all down for us. 

It's the eve of Q4. Don't miss this one. 

Before I leave you, something I've been thinking about deeply is that no brand is too cool to save IG highlights. Rhode made $10M at Sephora upon launch - they have IG highlights saved.

Yours,

Ari 

Get your brand in front of 55,000+ marketers, ecommerce operators, and executives.

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Austin, TX 78721

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