In this episode, Pete is joined by Yasamine Beheshti, Group Head of eCommerce at Batra Group, to chat about how global brands like Juicy Couture, FILA, Hunter Boots and Reebok plan for Black Friday/Cyber Monday – without torching margins or losing their brand magic.
From starting her career at Ralph Lauren straight out of university to running eCommerce for 7 international brands, Yasamine has seen the chaos, the curveballs and the wins of BFCM at scale.
This isn’t another “50% off everything” playbook. It’s how the big brands really do it.
They cover:– The biggest lessons Yasamine’s learned running BFCM across 7 global brands– Why blanket sitewide discounts are overrated (and what actually works)– Tactics for protecting margins while still driving volume– How to keep BFCM campaigns on-brand for premium labels like Juicy Couture– Practical plays for acquisition, retention and post-purchase flows– The most overrated vs. underrated BFCM tactics
This episode is for operators who want to win Black Friday/Cyber Monday, not just survive it. If you’re tired of cookie-cutter discounting and want to see how big brands protect their margins, build brand moments, and still drive serious revenue—this one’s for you.
About the Guest
Yasamine Beheshti, Group Head of eCommerce at Batra Group. From eCommerce Assistant at Ralph Lauren to running global brands like Juicy Couture, FILA, Hunter Boots and now Reebok, Yasamine’s been at the frontlines of BFCM strategy for nearly a decade.
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 #JuicyCouture #FILA #Shopify #MarginProtection #DTCGrowth #eComCollabClub #BlendCommerce