Kareem Elgendy is the CEO of Veiled, a modest fashion brand for women. He has grown Veiled into an eight-figure brand, achieving over 70% year-over-year growth through data-driven strategies and analytics. Before Veiled, Kareem was the Head of Marketing at Baked Boutique and the Director of Quality Assurance at Frank Seta & Associates.

Many e-commerce brands stagnate when scaling their marketing efforts, only to realize that the problem isn’t their ads; it’s their product catalog. When top-performing items go out of stock or merchandising isn’t aligned with audience demand, conversion rates plummet, and ad performance tanks. How can brands align inventory and analytics to drive consistent, profitable growth?

Performance marketing and merchandising analytics expert Kareem Elgendy recommends aligning product availability with your marketing strategy. This entails tracking the number of units sold per day for in-stock items and using that data to optimize product assortment by style, color, and size. Kareem has developed a forecasting framework to guide inventory decisions based on past performance, urging brands to align those insights with dynamic ad campaigns to boost ROI. Additionally, maintaining centralized collaboration across merchandising, analytics, and design teams enables faster, more accurate adjustments.

Join Samir Balwani in today’s episode of Chief Advertiser as he interviews Kareem Elgendy, CEO of Veiled, about data-driven product strategies for marketing. Kareem talks about the pitfalls of running out of top-selling products, how to diagnose advertising campaign issues, and how to optimize your inventory to promote top-selling products.

Michael Kaminsky is the Co-founder and Co-CEO of Recast, a marketing measurement platform that helps brands optimize their ad spend. As a trained econometrician, he led the marketing science team at Harry’s, where he developed data-driven strategies to enhance customer acquisition and retention. Michael also held analytics positions at Case Commons and Analysis Group.

Marketers often struggle to measure tangible results from their advertising strategies. As brands scale and expand across multiple channels, traditional attribution models like last-click fall short, leading to inaccurate ROI estimates and poor budget decisions. How can marketing leaders measure what works to make informed, data-driven decisions at scale?

According to marketing measurement expert Michael Kaminsky, brands can measure marketing performance by adopting a causal, experiment-backed approach to media mix modeling (MMM). Each MMM should uncover incrementality, the true causal impact of media spend. Michael recommends starting with simple triangulation using first-touch, last-touch, and post-checkout surveys, then layering in lift tests to validate assumptions. These assumptions should be validated consistently using experimentation to align MMMs with real-world results.

In today’s episode of Chief Advertiser, Samir Balwani hosts Michael Kaminsky, Co-founder and Co-CEO of Recast, to discuss employing media mix modeling to measure marketing performance. Michael talks about performing incrementality testing, utilizing first-touch, last-touch, and post-checkout survey data for attribution, and the difference between causal and inferred MMM.

Louis Monoyudis is the Global Chief Marketing Officer at Bokksu, a company delivering authentic Japanese snacks and home goods worldwide. He is also a judge at Effie Worldwide, where he evaluates top-performing marketing campaigns for the Commerce and Shopper Effie Awards. As a brand strategist, designer, and DTC e-commerce executive, Louis has worked for brands like Sprite, Morgan Stanley, Calvin Klein, Tommy Hilfiger, and LĒVO.

Many DTC-only brands start strong by building a loyal early customer base but eventually hit a wall when trying to scale. High customer acquisition costs and limited exposure outside a single channel restrict long-term growth. How can these brands evolve beyond the limitations of DTC to compete with omnichannel brands?

According to luxury brand marketer and omnichannel growth specialist Louis Monoyudis, native DTC brands can expand into wholesale, retail, and marketplace channels through authentic storytelling and narrative. Growth arises from meeting customers where they already shop — whether it’s Amazon, TikTok Shop, or physical retailers — and brands must adapt their messaging, pricing, and logistics accordingly. Louis emphasizes the importance of aligning marketing with operations and using performance data, surveys, and AI-generated creative campaign testing to guide expansion with less risk.

Join Samir Balwani in today’s Chief Advertiser episode as he welcomes Louis Monoyudis, the Global Chief Marketing Officer at Bokksu, to discuss expanding into omnichannel retail. Louis explains how to structure performance metrics like MER, how to facilitate communication between CFOs and CMOs, and how to leverage AI effectively.