Beyond The Shelf
This show is an open exploration of the people and process behind E-Commerce. Through conversations with innovators in the space, we learn the stories of these leaders and their strategies for E-Commerce success. You can join our mailing list and access more content at itsrapid.ai.
David's past guests have included: Bryan Gildenberg from the CPG Guys, Todd Hassenfelt from Colgate-Palmolive, Anne Zybowski from Circana, Randy Mercer from 1WorldSync, Jared Taitel from PepsiCo, David Novak from Salsify, Harvey Ma from Albertsons Media Collective, Carter Jensen from General Mills, Pam Perino from Ghirardelli Chocolate, and many more.
Beyond The Shelf
Creative Strategy Before Creative Execution — with Matt Gehring
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Dave’s guest this week is Matt Gehring, a returning guest on Beyond the Shelf and a seasoned growth advisor, independent brand strategist, and Fractional CMO.
Since first appearing on the show in 2024, Matt has stepped into a new chapter of his career — advising startups and early-stage companies on how to build momentum from the ground up. He brings deep experience from senior marketing and growth roles at brands including Rothy’s, Everlane, Dutch, and Lifeforce, where he’s helped teams navigate the critical 0-to-1 phase.
Dave and Matt dig into what actually drives early growth: building strong customer insight loops, prioritizing focus over channel sprawl, and launching campaigns that balance speed with strategic clarity. Matt also shares why creative strategy often breaks down before creative execution ever begins, and how AI can support ideation and acceleration when paired with clear direction.
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Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com
Producer: Jake Musiker