15. Thomas Gleeson: From ROAS land to real profitability with Storehero co-founder

In this episode of Treyd Secrets, Peter Beckman interviews Thomas Gleeson, co-founder and CEO of Storehero, about moving beyond vanity metrics like ROAS to track real profitability in inventory-based businesses. Gleeson shares his background in e-commerce, including his experience in his family's DTC business and at Shopify, leading him to create Storehero, an analytics tool designed to centralize e-commerce marketing and finance. The discussion covers the importance of contribution margin, the flaws of relying solely on ROAS, and practical steps for brand owners to focus on profitability, forecasting, and making informed decisions. Gleeson emphasizes understanding fully loaded COGs, setting clear financial objectives, and evolving marketing strategies to align with overall business goals, especially during critical periods like Q4.