On this episode, I’m talking about what commercial leadership really looks like in 2025. What’s changing, what’s staying the same, and how smart operators are navigating uncertainty - with Kelsey Fahy, Commercial Director at The Fold.

We get into the evolving role of commercial leaders, and why success now depends on cross-functional thinking, faster decision-making, and a deep understanding of the customer. Kelsey shares how The Fold balances agility with consistency, and how they stay laser-focused on their purpose while expanding across channels and markets.

We also explore how AI is creeping into commercial conversations, not to replace people, but to unlock faster, smarter decisions. And we talk about why brands need to stop over-personalising the wrong moments, and start paying more attention to post-purchase.

If you're a brand operator thinking about growth, CX, and where to invest next, this one’s for you.

This episode is brought to you by Reveni. Reveni helps eCommerce brands turn refunds into retained revenue, by making instant exchanges the default, not the exception. Learn more at Reveni.

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