Growth, Interrupted Podcast is a conversation series for senior leaders in DTC and paid media, exploring what drives real business impact today in the new era of AI and human judgment. Host Amy Tran is our Senior Director of Growth, bringing 9+ years of paid media expertise across North America, EMEA, and APAC.

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Why Your Loyal Customers Are Your Best Business Insurance

Tariffs. A down season. A global pandemic. Every few years, something comes along to interrupt growth. And every time it does, the brands that survive, and recover fastest, are the ones with a strong, loyal customer base underneath them.

That's not a theory. That's what happened at EILEEN FISHER during COVID. Stores closed. Traffic stopped. But retained customers kept shopping. Senior Director of Performance Marketing and CRM Harika Sukhwinder joins Amy Tran on Growth, Interrupted to explain what it takes to build that kind of foundation, and what lifecycle marketing actually looks like when a brand is serious about it.

CRM, Paid Search, First-party Data, and Why They Need to Talk to Each Other

Harika has spent over a decade in email, CRM, and performance marketing across some of retail's biggest names, and six and a half years building EILEEN FISHER's lifecycle program from the ground up. In this episode she gets specific: how she structures lifecycle stages beyond the standard new/retained/lapsed model, why win-back messaging needs to go deeper than an offer, and how CRM data activates across paid search, lookalike audiences, and channels beyond email.

They also get into attribution. Last touch, multi-touch, incrementality testing, media mix modeling, Harika walks through the full spectrum, what each one is actually useful for, and why the gold standard is harder to implement than anyone admits. And she makes the case for CLV as the language that finally gets leadership to invest in long-term programs.

What EILEEN FISHER's Growth Model Teaches the Rest of Retail

At EILEEN FISHER, growth means something different. It means authenticity over scale, depth over frequency, and products built to last a decade, not a season. Harika explains how that brand DNA shapes every lifecycle decision: the segmentation, the cadence, the channel mix, and the measurement framework that makes it all hold together.

And she answers the big one: if lifecycle marketing is working the way it should, does growth even get interrupted?

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This episode is also available here on Apple Podcasts and Spotify.

About Growth, Interrupted and Crealytics

Growth, Interrupted  Podcast is brought to you by Crealytics, available on  Spotify,  Apple Podcasts, and  YouTube.

Crealytics is an award-winning full-funnel digital marketing agency fueling the profitable growth of over 100 well-known B2C and B2B businesses, including ASOS, The Hut Group, Staples and Urban Outfitters. A global company with an inclusive team of 100+ international employees, we operate from our hubs in Berlin, New York, Chicago, London, and Mumbai.