If you've worked in ecommerce for more than five minutes, you know the pull of the conversion number. Everyone's obsessed with it, and the pressure gets intense, because the moment someone in leadership discovers that one magic number, that's all they want to talk about. It doesn't matter that you know how rubbery that number can be when you pull it apart.

Meanwhile, brand cops it. Brand gets called fluffy, and it's the line that gets cut first when the quarter gets tight, because no one can point to exactly what it did this week for sales. But we've got the fight back to front. Brand and conversion aren't rivals. Brand is the thing that makes your conversion cheaper.

In this Playbook, we get into it with Dave Dullens, Head of Brand and Consumer at Conquest Sports, which runs Converse in Australia and New Zealand. Dave has the fight with the conversion number every single month, and he's worked out how to win it. We break down how to pitch brand as an investment rather than a cost, how to hold brand to account with real numbers so it earns its seat at the table, and why if you never plant, you never harvest. Featuring lessons from Pamela Yip at Bubble Tea Club, Jess Hatzis at Frank Body, and Nick Gray at IGU Global.

Brands and tools mentioned: Conquest Sports, Converse, Bubble Tea Club, Frank Body, IGU Global, Tracksuit, Meta

This episode is brought to you with thanks to our partners:
🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/

Connect with us on LinkedIn:
👤 Dave Dullens → https://au.linkedin.com/in/dave-dullens-20005655/
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/

🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact
📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed

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Justin Bausch says what most agencies won't: spending under $4k a day? You don't need a paid media buyer.

He said it to an agency owner on a panel. She agreed.

Paid media experts earn their place with big businesses and heavy creative volume.

But they optimise for ROAS. A small business owner needs profitability.

Those aren't the same thing.

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They only started advertising 2 months ago.
Before that? Pure word of mouth.
Bronte Campbell: build great stuff, tell people about it.
They spent YEARS on the build. Supply chain. Scaling. Quality.
Now it's finally time to tell people.
Build first. But telling has to become the job.

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Where does AI belong? Rebecca Williams has a line.
Customer care? Yes. It's "where's my order," answered fast while the team sleeps.
But the creative on the site? That's the team. They ARE the models.
They still shoot lifestyle. Cheaper with AI, but that's not the point. Best team building they do.
AI frees people. People are the brand.

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