Weathering tariff risks: Richie Mashiko’s framework for lean, resilient CPG brands

Host Erik Zhou, CAO at Brex, sits down with Richie Mashiko, Fractional CFO, to unpack the financial complexities of running high-growth e-commerce and CPG brands. From measuring the right things to navigating ad spend, pricing strategies, and fragile supply chains amidst tariffs, Richie offers a unique operator’s perspective on what it takes to drive sustainable growth in today’s market.

Key quotes

• “There are 4 things I look at in an e-commerce business: cost of goods, operating expenses, advertising spend, and profit” 
• “A lot of e-commerce businesses are dependent on the performance and efficiency of ads on Meta, Google, or Tik Tok”
• “It's cheaper to have a website than it is to have a physical retail location. But what ends up happening is over time, it can end up costing way more to run a website because you have 50 different software providers. Most people don't even touch all the software that they're using.”
• “I see a lot of brands in business for a long time who don’t increase their prices. Don’t be afraid to do price testing.” 

Time Stamps

• (00:51) Richie's background and early ventures
• (05:04) Basic e-commerce business strategies
• (08:18) Impact of tariffs on e-commerce
• (19:23) Managing margins and operational costs
• (25:55) Capital structure and financing challenges
• (31:11) Future outlook for e-commerce brands
• (34:55) Finance leaders are fun too! 

Links

• Connect with Richie
• Visit She’s Birdie
• Connect with Erik
• Visit Brex