In this Checkout episode of Add to Cart, we chat to CMO Erin Williamson from Paramount Retail, best known for online alcohol brands BoozeBud and Barrel & Batch. She lifts the lid on their online shopping habits, the retailers that inspire her and the tools that help her balance the demands of leadership and the tools that keep her and her team thriving.
The Weirdest Online Purchase: Screaming Boxing Gloves
Erin’s pick for her weirdest online purchase is a bit, well, punchy: “A boxing glove that screams when you punch it,” she said with a laugh. This novelty item, which her teenage daughter insisted on as the perfect quirky gift, quickly made an impression. “For about two seconds, it was a super hot item, and we just had to get it,” Erin recalled. “It was a hilarious purchase—definitely one of the stranger things I’ve bought online!”
Retailers That Inspire: Haircare with a Twist
Erin highlighted hair care brand, Straand, which impressed her with its brilliant marketing and cohesive customer experience. “Their marketing is brilliant,” Erin said, adding that the brand struck the perfect balance between fun and functionality.
The product arrived super quick, exceeded my expectations, and the branding is super fun.
“From their promotional offers to the unboxing experience, every touchpoint was well thought out. It wasn’t just about selling a product, but about creating an experience that was memorable and engaging,” she explained. “For me, it was A+, 100%.”
The Tool She Can’t Live Without: Shopify
Erin pointed to Shopify as the one tool she couldn’t live without. “Without it, we wouldn’t have a business, let alone an e-commerce business,” she said. Erin, who describes her team as “lean and hands-on,” finds Shopify essential for everything. Whether it’s tracking sales, updating the website, or streamlining customer service, the platform allows her team to stay efficient and flexible, even with limited resources. “Shopify isn’t just a tool—it’s the engine room of our business,” said Erin.
The Battle Between Working In and On the Business
For Erin, balancing the demands of daily operations with strategic, high-level work is her biggest challenge.
You could easily spend the whole day just responding to colleagues who need help or connecting them with others. If I’m not careful, that could be a full-time job.
Erin is working on carving out time for deep, focused work to ensure she has the space to focus on big-picture growth opportunities.
Creativity, Growth and Leadership
Erin’s insights highlight the dynamic nature of her role at Paramount Retail. Her journey underscores that true leadership is more than just managing—it’s about staying open to new ideas, learning from every experience, and creating genuine, memorable connections with customers. Thriving in ecom today means being ready to adapt, grow, and lead with purpose.
The Checkout is a short snippet of our conversations.
