Jordan West

E-Com Investor & Podcast Host | Multiple Exits| Avid Golfer, Biker + Hiker | Dad Of 3 | CEO + CMO | Mastermind Host

My Journey 
When I was 23 I decided to buy a Taco Del Mar restaurant... I knew I had made a huge mistake at 2pm the first day when only 3 customers had walked in... (and two of them were my parents haha) 
For 5 years I worked hard to grow sales every way I could think of and in the end, tripled our revenue which still didn't seem to matter on the profit side. (I lost a lot of money 💰)

The one thing that I seemed to be the best at in the restaurant endeavor was marketing and getting people in the door. 

Fast forward to 2014 when my wonderful wife Carmen (definitely my better half) started a modest baby clothing line and was selling at craft markets. 

I asked if I could test running a few ads on Facebook... and the rest is history. I learned every up-and-coming strategy and tactic and helped grow the small start-up to a multi-million dollar company and still growing!

Since then we have acquired multiple DTC brands and have built an agency (upGrowth Commerce) to service our brands as well as others who are in a similar situation to us!

In 2019 we started the podcast "secrets to scaling your e-commerce brand" which is now in the top 50 business/marketing podcasts in multiple countries including Canada and the United States.

I love connecting with people, so please connect. (I do have a no a**holes policy though, so don't connect if that's you.) 

I talk all about scaling businesses using paid ads on “Secrets To Scaling Your E-Commerce Brand”.

Chief Executive Officer

We just helped a brand pass $3,000,000/month on TikTok Shop LAST MONTH and it wasn’t luck!!

We’re now ranked as one of the Top 5 TikTok agencies in North America at Social Commerce Club!!

What I've seen is... 

Most brands have no clue what the investment into TikTok Shop ACTUALLY LOOKS LIKE!

They guess when to spend, when to restock, or when they’ll hit break-even.

We don’t guess.

We plan every move using a forecasting system we built in-house. 

It shows exactly:

 📈 When to scale and how fast
 💸 When you’ll hit break-even
 📊 How much to invest in creators, inventory, and ad spend
 ⚙️ When to pull back or double down

That system is the same one we use daily to manage multi-million-dollar TikTok Shop brands.

And now, we’ve decided to make it available to other operators.

If you want the same forecasting tool we use to plan, invest, and measure scale... comment “Forecast” and I’ll DM it to you. 

(must be connected)

Let me know what you think!

Another random day 
Another random screenshot from TikTok Shop at Social Commerce Club 

This is ALL incremental as fas as we can measure!

PLUS HALO 

Once you nail this channel things het WILD 

But... 

You really have to invest in the beginning. 

It's not facebook ads 

The bar to breaking even is higher thann you think. 

I just built a forecasting tool that keeps EVERY SINGLE NUMBER in mind. 

Send me a DM and I'll connect you with my team to walk you through it for your brand to see where break-even happens on platform.

I want to be clear 🫠 
These daily random TikTok Shop GMV MAX screenshots that I share are from ADS driven results ONLY 🤩 

This doesn't include organic affiliate driven content 

I feel like the guy in 2015 trying to tell his friends that Facebook ads work (I was that guy lol) while the majoirty of people were waiting...

I realize that if you haven't gone HARD on TikTok shop you won't be able to to before BFCM 

But... 2026 will be the BIGGEST SHIFT into social commerce that we have seen. 

As AI content becomes more prevalent, HUMANS will crave human connection 

Which is why I believe that LIVE SHOPPING + Afilliate driven content will be the two biggest levers any brand can add to their arsensal. 

So what is my recomendation for bransnds in 2026? 

1. Talk to my team NOW to get in line at Social Commerce Club
2. If you can't afford us... I'll send you recommendations for cheaper agencies
3. If you're just trying to dip your toes in the water of TikTok shop join my skool group here https://lnkd.in/gMAu-gDZ

Me: “If you had one controversial take on what brands get wrong on TikTok Shop… what is it?”
Zohaib Rattu 🤳: “Over-subsidizing their products.”

Me: “Not could be cannibalizing your other channels… you ARE.”

That moment hit hard!!!

Because here’s what a lot of brands are doing right now:

They take their main hero SKU
Sell it full price everywhere else

Then make it stupid cheap on TikTok Shop “just to get sales” + get momentum

And then they’re shocked when

Amazon flatlines

TOTAL MER blows up

Retail partners start asking questions
TikTok didn’t break your unit economics.

You did!!

The way I think about TikTok Shop:

It’s the only channel that will pay you (even breakeven) to give you insane impressions.
If you even make $1 profit there

And you’re getting a $30 CPM worth of awareness for free
You’re winning.

The problem...

Most brands aren’t tracking the halo.
So they see “low-margin TikTok orders”

Instead of “cheap reach that lifts Amazon / Shopify / retail”.

If I were rebuilding your TikTok Shop strategy from scratch, I’d do 3 things:

1️⃣ Protect the hero
 
No more “fire sale” pricing on the SKU that drives your brand.
 Use:

 – Smaller bundles
 – Trial sizes
 – TikTok-only variants
 
And keep price architecture consistent across channels.

2️⃣ Define your blended model
 
Decide up front:
 – What MER are you happy with including TikTok
 – How you’ll measure halo (Amazon, Shopify, retail lift)
 – What CPM you’re effectively getting from organic + creator content

If TikTok is breakeven but blended MER is up and CPMs are down… keep going.

3️⃣ Make TikTok the awareness engine, not the profit center (at first) 
 
Creators get you reach.
 
Reach fills retargeting pools on Meta, Google, Amazon, retail.
 
Your job is to:

 – Seed a ton of creators
 – Let TikTok Shop break even
 – Harvest the profit off-platform

TikTok Shop doesn’t have to be “super profitable”. (at first)

It has to be super scalable.

Curious where you’re at...
 Are you still discounting your main hero SKU heavily on TikTok Shop? 

Or have you already pulled that back?

You’re talented?
Great! Let me tell you what matters more… 
And why talent is the thing that I look for last 👇👇 

Are you complainer? 
Are you a victim?
Do you not have a growth mindset?
Can you not take criticism?
Do you have a fragile Ego? 
Is it everything everybody else’s fault?


 if you answered, yes to any of the above, I don’t want you in any of my organizations.

If you are thinking to yourself, oh man, I have these people in my organization… do everything in your power to first coach and correct, but most likely you need to remove them. 

It’s incredible What will happen when you do! 

Anyone else with me?

Big ask LinkedIn 🙏
We’re looking for a head of live shopping at Social Commerce Club 

Will be insane growth over the next 5 years 

Maybe one of the biggest ops that I can think of TBH 

Will be sooooooo much work

But you will help us build something HUGE! 

NA based only 

Message me if you think it’s you. 

This role will report directly to the CEO btw

Yes yes yes 

We have been thinking more about what this role looks like from the agency perspective.

How we train fast

Who’s base knowledge makes them a good fit etc. 

And I will tell you what I know. 

99% of people don’t get it. 

They haven’t had the paradigm shift yet. 

It’s a new muscle 

It’s a new way of thinking. 

Working with creators is HARD! 

They don’t perform like ads do 😆

But this role is really big in terms of impact and responsibility 

Seems like more brands are catching on. 

But tbh I still feel like guy in 2014 telling their friends to invest as much as they can into Facebook ads and they laugh at me 🤷‍♂️🫤 when it comes to how big social commerce really is going to be!

Here’s how I look at this…

At Social Commerce Club we… 

1. take the highest performing tiktok shop content

2. Offer a percentage of ad spend (capped) to the creator to use their content on Meta 

3. Print brands cash with these ads omnichannel 

This is the 2025 playbook imo

Yesterday I was driving with my son who’s 6… 

We saw a bunch of billboards and he was asking about the messages on each

It reminded me of the classic Tim Ferris question… so I decided to ask him

“If you could put one message on a Billboard, what would it be?” 

He took about 3 seconds and said 

“My message would be “I love you””

This kid gets it ❤️

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Marr Media Group

We help product brands achieve world domination on social media so they can propel growth of followers, subscribers, and sales 🚀

Our superpower is strategic social media marketing. We believe that social media is a critical tool for product brands to connect with their customers and build that ‘know, like and trust’ with. 

We’re a team of social media strategists, ad specialists, content creators, analysts, and jokesters working 100% remote from coast to coast. We don’t take ourselves seriously, like to have fun, push the boundaries, and love to work with brands who feel the same.

Something we do take seriously is our work, because we know social media is a total game changer when it comes to building and scaling badass product brands like yours. 

We live and breathe social, so unlike full service agencies, we stick to what we know best which means we don't miss a beat and our team is in the know about what works and what flops.

If we sound like your people, don’t hesitate to drop us a line and see how we can make social media magic together.

Director of Marketing and Sales

Sayvee Creative

SHOUT Marketing Inc.

Director of Client Experience and Sales, Founder

Griffith University

Account Manager, Student Recruitment

Destination Gold Coast

Sales And Marketing Intern

I've worked with 100s of brands over the last 10 years in marketing and sales, driving millions in revenue directly from social media. 

Most brands fail at building social communities that convert online, and instead, rely heavily on paid ads or retail to drive growth.

That's because most brands are doing it wrong, with no strategy, no understanding of their customer, and no proper evaluation and strategy refinement process.

I've learned all the hard lessons in the last 10 years about social media marketing and now my team and I work with 7-9 figure brands to skip the hard lessons and get it right.

If you want to get social media working for your brand, start here:

1. Request a free social opportunities audit (DM me, or email me at natasha@marrmediagroup.com).

I'll uncover the low hanging fruit you can address immediately to produce better content, drive more engagement, and start generating sales from social media right away. Uncover what you need to get some quick wins under your belt.

2. Follow me on LinkedIn for content on building social for your brand.

I post content about what to pay attention to, how to structure your team, and other info on using social to grow your brand online.

3. Book a call with me to chat about how we can help your brand build, execute, and scale a social strategy that will result in more direct sales.

Done with you: Our Social Accelerator Program was designed for start ups and small brands. We'll build your strategy, and completely run the strategic direction for your socials while your in-house team executes it. We fill the gaps you have internally, to get you the most out of social.

Done for you: Our full service Social Media Marketing completely alleviates your team from the day-to-day of social. We build, execute and evaluate a strategy to grow your brand's awareness, build loyal fans, and turn content into customers for your DTC brand.

Natasha Chilcott

I’ve been thinking a lot about how obsessed brands still are with reach on social media. More followers. More impressions. More “eyeballs.”

But when you actually look at what’s working for brands (big and small), it’s not mass reach that moves the needle, it’s micro-communities.

The small pockets of people who:

-Comment regularly
-Reply to your Stories
-Vote in your polls
-DM you with real questions
-Show up to everything you do

That’s where trust is built. That’s where referrals come from. That’s where offers land. And the platforms have quietly been giving us more tools to lean into this:

-Instagram Broadcast Channels for “inner circle” style updates
-Facebook & LinkedIn Groups for focused, ongoing conversations
-Interactive Stories (polls, questions, sliders) to listen instead of just talk
-Lives to create real-time, shared moments with your people

It reiterates the most important metric for 2026 isn’t “How many people follow us?” but “How many people would miss us if we stopped showing up?”

Curious, are you still chasing reach, or are you intentionally building a micro-community around your brand?

Your social sucks, ask me why | Building social communities that convert for stand out DTC brands

This is kind of a weird thing to admit as someone who works in social media, but here it goes ….


I will be deleting the social apps off my phone for the lead up to Christmas.

Truth is, I can’t be bothered comparing my Christmas shopping, activities, crafts, decorations, etc. as a mom this season. 

It’s sort of all consuming and exhausting as a parent trying to do all the things, making every season magical, while being bombarded with everyone else’s content that makes me feel inadequate.

You may wonder how I can even do this being that it’s my job. But truthfully, I just stick to the platforms on my desktop during work hours which works absolutely fine and doesn’t result in scroll jail. 

I’m just here to say, if you’re in social media marketing, or you just need a damn break every once and a while- take it. 

You’ll thank yourself when you can really be present and enjoy the holiday season without comparison. 

PS. I will not be avoiding LinkedIn because truthfully, this is the one platform that I really enjoy being on the daily. 🙃

So, you hired a social agency for $2,500/month, and now you’re frustrated they’re not acting like your full-blown strategic partner?

Let's be honest, at that price point, you hired an execution team:

 → They post the content you give them
 → They manage community responses
 → They report on performance
 → They keep the social machine running, 'keeping the lights on'

This is execution, and there’s nothing wrong with that if that's what you're looking for.

Working with a strategic social growth agency is completely different.
A true growth partner is focused on:

 → Building the strategy that fuels long-term brand momentum
 → Mapping content to revenue-driving customer journeys
 → Analyzing what’s converting (and what’s not)
 → Leading experimentation, storytelling, and platform-specific growth
 → Owning the outcomes, not just the checklist

Those are two entirely different levels of support… and they come with very different investments.

If you want a partner who thinks strategically, who steps into your brand, who carries your growth goals on their shoulders, you need to be realistic about your investment into that partnership.

If you want task execution and consistent posting, that’s great too. Just don’t confuse the two.

The team you’re paying $2,500/month to execute simply isn’t scoped (or priced) to architect your growth engine, stop expecting something you're not paying for.

Client: we want to grow our TikTok reach, can you help?
Us: 🫡

Too many early stage brands jump deep into Meta ads thinking they’re going to build there. Wrong. 


Building brand foundations organically is the way.

Know your brand. 

Know your customer.

Create content that ties to their buyer’s journey, learn their social behaviours.

Tap into their needs, wants, desires and motivations. Get product feedback. See what hits. Create deeply engaged audiences across key platforms. 

Next, layer in paid amplification (boosting) of 3 types of content:

-high performance organic content 
-strategic (campaign, launch content)
-evergreen content that tells a brand story

Here’s what will happen:

-you’ll be more dialled into your customer, you’ll learn what makes them tick (good and bad)
-you’ll drive better growth, engagement, and flow through to your website 
-you’ll build a steady flow of top to mid funnel that is now primed and ready for ads 
-you’ll have a proven bank of content that landed organically, allowing you to scale creative for ads when you launch
-all of this will lead to lower CAC when you activate ads 

You can’t skip organic, no matter what your ads budget is. Organic builds brands, paid scales them. 

What do you think? Am I wrong?

What if you could identify your highest social engagers, auto-DM them a thank you, send them a special offer, and invite them into a VIP micro-community?


Well my friends, you can, and you should.

Yesterday I posted about micro-communities on social and how they're crushing compared to mass reach. Today on our #StayCurious call at Marr Media Group we talked about some of the tools we can use to identify those engagers and build deeper connections with our client's audiences.

Manychat still stands out as a great choice to create DM campaigns. This allows you to set up a variety of flows and automations like sending a quick note to every new follower, or having the ability to reward high engagers with exclusive offers and invitations to join your IG broadcast channel, or private discord.

Given that over 70% of brands STILL do not bother responding to their comments and messages, your brand can easily stand out by implementing a proper community management and outbound engagement strategy.

This all tracks to the larger theme of quality connections on social over mass reach and how significant this shift has been. 

Ask yourself:

-are we investing in our community?
-how can we creatively engage those we've built great affinity with?
-are we treating social as a monologue, or a conversation?
-what tools should be invest into in 2026 to help us manage and nurture these social relationships?

Vanity metrics don't make you more sales, highly engaged audiences who you build affinity and loyalty with do!

Join me on Wednesday where I'll be talking about micro communities on social and how powerful they can be in moving the needle and taking social from something you 'have to do' to a channel that consistently drives qualified sales traffic.

Link to register is in the comments below. 👇

View company: SocialNext Marketing Alliance

Big reach is out. Real connection is in.

The brands winning in 2025 aren’t chasing virality, they’re building micro-communities that care.

This Wednesday, Natasha Chilcott of Marr Media Group leads a SocialNext Marketing Alliance community webinar on how to:
✔️ Create content that connects
✔️ Leverage niche spaces and micro-influencers
✔️ Turn small communities into your brand’s growth engine

This 30-minute session will inspire marketers and business owners to rethink their social media strategy, from broadcasting to belonging.

Register now to save your spot! Link is in the comments.

Show of hands, how many of you are still investing into creator partnerships without knowing whether it's driving any sales? ✋ 


Time to switch things up for 2026. I wrote a quick summary of some of the ways you can swap reach for revenue with creators in the latest issue of Beyond the Feed. 

Check it out below 👇 and let me know what questions you have!

View newsletter: Beyond the Feed | DTC Social 

As a DTC brand leader, investing in influencer marketing can be a great growth tactic, but it can also be an epic waste of time and money. Unfortunate

Open article: How to Optimize Creator Partnerships for Sales by Natasha Chilcott • 4 min read

How to Optimize Creator Partnerships for Sales

This is SO COOL. 


It's been such a pleasure working with the Zak Designs team over the last 2 years. This brand was traditionally retail for decades and looking to better leverage social media to connect with their end consumer. 

Over the time working together, there have been so many highlights, but reading this article was insanely cool. Zak Designs is officially a top brand that over-indexes with millennials and DAMN they are in good company in this category. 👀 

Building your brand organically has an impact. Pairing organic with the great work Johnni Grenaa and team have been doing has been a winning formula. 

Can't wait to see what 2026 brings for this amazing brand and team we're so fortunate to collaborate with.

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The Battle

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