In this episode of Checkout, we sit down with Roger Lee, Head of Digital Marketing at Brand Collective, who oversees a portfolio of 17 brands, including Reebok, Hush Puppies, and Shoes & Sox, using Impact.com’s tools to manage paid channels like search, social, and affiliate marketing. Managing digital marketing for such a diverse mix of brands is no easy feat, but Roger has found ways to streamline operations while driving results. Here’s a look behind the scenes of Roger Lee.
Together, Adam and Roger take us behind the scenes of their businesses, sharing insights into the tech they rely on, their strangest online purchases, and the challenges of scaling in today’s digital landscape.
Good Ol’ Chips Clips
Roger’s most unusual online buy wasn’t flashy, but it sure was practical. “I bought these little plastic clippy things off eBay that you can never find in shops,” Roger shared, referring to kitchen clips used to keep chips fresh. “I’m known for being a massive chip eater, so I had to make sure they stayed crunchy!”
The Tech That Keeps Roger’s Empire Running
When it comes to running multiple brands and managing large teams, the right tech tools can make or break a business. A key platform in Roger’s tech stack is Impact.com, which helps him manage and scale affiliate and partnership programs across Brand Collective’s portfolio. Roger is also a big fan of Shopify, which he uses across all 17 brands under Brand Collective.
Shopify is our go-to platform. It’s just so easy to use and integrates seamlessly with everything we need, like Klaviyo for email marketing.
“Managing 17 brands is no joke, but Shopify helps us keep things organised and running smoothly.”
Retailers That Set the Standard
Roger is always on the lookout for brands that are going above and beyond in terms of branding and loyalty programs. When asked about what brands are impressing him of late, he kept his focus close to home with one of Brand Collective’s own labels, Shoes & Sox, a beloved Australian retailer for children’s footwear.
We’re in the middle of a complete rebrand for Shoes & Sox.
“New products, a fresh website, and a new loyalty program—it’s all coming together just in time for back-to-school season.” This rebrand is more than just a facelift; it’s a full refresh aimed at enhancing the customer experience both online and in-store.
The Book Roger is Caught On
Roger is a big fan of Catch of the Decade, a book that follows the entrepreneurial journey behind Catch.com. “I’m fascinated by how they turned risk-taking into huge success,” he said. “The lessons in the book are incredibly relevant for anyone running a business today.” For Roger, the story of Catch.com demonstrates how resilience, innovation, and strategic pivots can propel a business from a startup to a market leader. It’s a reminder that in ecommerce, the ability to adapt and seize opportunities can often be the difference between simply surviving and scaling to new heights.
Time Management: The Biggest Challenge in Scaling 17 Brands
With so many brands under his wing, Roger’s biggest challenge is managing time efficiently. “With 17 brands to handle, being time-poor is a constant issue,” Roger shared.
We use Impact.com to streamline our affiliate and partnership programs—it saves so much time.
Finding ways to work smarter—not just harder—is crucial when juggling multiple brands. By automating processes, Roger’s team can focus on high-impact areas without getting bogged down in manual tasks.
The Future of Digital Growth
Roger’s insights point to a key truth in modern ecommerce. Scaling isn’t about growth, it’s about smart growth. Success isn’t about doing more, it’s about doing things more efficiently, with the right tools and strategies in place. As competition in retail intensifies, the brands that can adapt, streamline, and stay ahead of consumer expectations will set the standard and lead the charge.
The Checkout is a short snippet of our conversations.
