OOTB #29 | What it really takes to Scale D2C with Emily Kelly from Zenni Optical
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OOTB #29 | What it really takes to Scale D2C with Emily Kelly from Zenni Optical
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What does it take to scale a direct-to-consumer brand from startup scrappiness to operational excellence?
In this episode, we sit down with Emily Kelly, Senior Director of Operations at Zenni Optical, to explore the building blocks behind D2C success. With a career spanning brands like Birchbox, Helix, Hubble, and now Zenni, Emily has lived every stage of the operational lifecycle — from sourcing to fulfillment to loyalty programs.
We discuss:
• Why personalization at scale isn’t just a tech challenge — it’s a logistics one
• How to choose the right time to automate (and what not to automate yet)
• When it makes sense to outsource to a 3PL and when it really doesn’t
• Why retention starts after checkout and how to make it count
• What Zenni’s vertically integrated model enables (that most brands can’t replicate)
Plus, Emily breaks down the cost-speed-experience triangle and shares why most brands should only try to win on two of the three.
If you care about making D2C work – without losing your edge or your customers – this episode is for you.