From Omni-channel Strategy to Entrepreneurial Fulfillment

Every founder hits a crossroads: Do you double down on the grind, or pause long enough to rethink the bigger picture? This week’s Beyond Fulfillment episodes tackle both sides of that question. One guest shows how omnichannel strategy keeps e-commerce brands competitive in a shifting landscape. The other reveals why success without meaning isn’t enough and how to pivot toward work that truly fulfills you.

Andrew Maffettone on Omnichannel Marketing

In this episode, Dave Gulas talks with Andrew Maffettone, CEO of BlueTuskr, a digital marketing agency for e-commerce brands. Andrew discusses his background in e-commerce marketing and the story behind founding BlueTuskr after exiting a previous Amazon-focused agency. He explains why he structured BlueTuskr as a full-service agency staffed by specialists who collaborate across channels like Amazon, Google, Meta, and D2C to help clients run effective omni-channel campaigns.

Andrew also addresses the impact of rising Amazon fees, increased competition, and broader industry challenges such as channel diversification, building high-converting D2C sites, and adapting to AI-driven changes in digital marketing.

3 Key Takeaways:

• Holistic, Omnichannel Marketing Is Essential: E-commerce brands benefit most when they view their marketing across all channels, rather than relying on isolated metrics or platforms.

• Specialization with Collaboration Is Critical: BlueTuskr’s model employs channel specialists who work together closely, allowing for unified strategies and better results across platforms like Amazon and D2C.

• Brands Must Adapt to a Shifting Landscape: Increasing costs on Amazon, changing consumer behaviors, and shifts in technology (like AI and zero-click search) require brands to diversify and build more robust, D2C-focused marketing strategies.

Andrew's insights offer practical advice for building sustainable marketing systems that can weather industry changes.

Jonathan Domsky on Pivots and Fulfillment

In this episode of the Beyond Fulfillment Podcast, host Dave Gulas talks with Jonathan Domsky, founder of Untangled Coaching. Jonathan shares the story of his transition from a long-time entrepreneur in the children’s accessories business to becoming a coach for other entrepreneurs. He explains the moment he realized he wanted to do more meaningful work and the practical steps he took to build his coaching business.

Jonathan discusses common challenges entrepreneurs face, especially around fulfillment, mindset, and self-sabotage and gives an inside look at how he helps clients move forward.

3 Key Takeaways:

• Entrepreneurial Pivots Often Come After Reflection: Jonathan’s shift to coaching started with a defining moment, but was built on 20 years of experience and self-assessment.

• Success Relies on Genuine Relationships: Starting his new business came from reaching out personally to people in his network, rather than relying solely on online marketing or generic outreach.

• Lasting Change Starts Within: Many business challenges have internal roots, such as competing commitments or limiting beliefs. Recognizing and addressing these can open new possibilities for growth and fulfillment.

Jonathan’s story is a reminder that professional success doesn’t always equal fulfillment. Real progress often comes from looking inward, being willing to change, and taking focused action.

Both episodes circle back to the same lesson: business growth isn’t just about external wins. It’s about building systems, whether in marketing or in life, that align with your values and allow you to grow with intention.

Catch both conversations on Beyond Fulfillment, and share them with a founder who’s at their own crossroads.

Listen here: Beyond Fulfillment Podcast