In this episode, Pete sits down with William Ferreira, Chief Growth Officer at ThreeSixty Brands (part of Common Thread Group), to take on the eternal brand vs performance debate – and what it really means for Black Friday/Cyber Monday.
From founding and selling his first agency at just 19 (working with Virgin, Nike & Diageo) to now scaling 50+ DTC and omnichannel brands across the beauty, wellness, lifestyle and food eCom industries, William’s seen how brands win (and lose) during peak season.
Turns out this isn’t about “team brand” or “team performance.” It’s about how the two fuel each other — especially when the pressure’s on at BFCM.
They cover:
– Why “brand vs performance” is the wrong fight to pick– Driving record BFCM sales without looking cheap– Smarter promos: bundles, gated drops & gift-with-purchase plays– How partnerships & collabs stretch smaller budgets further– Building authentic communities (hint: it’s not just a Slack group)– The “one funnel, one offer” rule to simplify peak-season chaos
This episode is for operators who want to sell big at BFCM without torching margins or turning their brand into a bargain bin. If you’re tired of the “50% off everything” panic playbook, this one’s for you.
About the Guest
William Ferreira, Chief Growth Officer at ThreeSixty Brands, part of Common Thread Group. William founded and exited his first agency at 19, worked with global brands including Virgin, Nike and Diageo, and now helps 50+ DTC and omnichannel brands scale profitably across multiple categories.
About the Host
Pete Gardner, Co-founder of Blend Commerce and eCom Collab Club™, obsessed with what actually works in eCommerce.
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#eCommerce #BFCM #BlackFriday #CyberMonday #BrandBuilding #PerformanceMarketing #Shopify #DTCGrowth #eComCollabClub #BlendCommerce