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Though 2020 has certainly been a challenging year for many retailers, it was actually 2018 that proved to be particularly difficult for direct-to-consumer (D2C) lighting brand Lights.com. The startup was hit hard by tariffs on products made in China, where Lights.com sources most of its goods — increasing the cost of imports by over 25%. Tight budgets are one of the many issues for D2C brands, which CEO David Knopfler noted also includes managing every…

The perfect marketer in today’s ever-evolving landscape wears many hats. They decode data, write compelling copy for any format, come up with creative ideas to overcome challenges, use psychological principles to understand their target audience, sniff out trends, keep up with the ever-changing algorithms across the web and social, optimize every aspect of an email campaign and so much more.  Newsflash: the perfect marketer also doesn’t exist. That’s where tools and technology come into play — they pick up…

Growing up, I wasn’t a fan of the Dallas Cowboys — not even a little bit. Watching my team, the San Francisco 49ers, get dismantled in the early 90s, and hearing about it from the Cowboys fans at school was nauseating. I wondered how other kids at school could back the team when they had never set foot in Dallas, let alone Texas. For as long as I can remember, the Cowboys have always been…