In this episode of the E-commerce Toolbox: Expert Perspectives podcast, Kailin Noivo welcomes Robin Helfer, an accomplished CFO and COO with a diverse background in retail. Robin, who has previously worked with brands such as Ashley Stewart, Casper, and Swell, shares her journey from public accounting to executive roles in consumer products. She discusses the intersection of finance and operations, highlighting how a strong financial foundation can enhance operational effectiveness. Robin also explores the evolving landscape of e-commerce, the growing importance of direct-to-consumer relationships, and the critical role of technology and strategy in optimizing retail performance. Tune in to gain insights into balancing financial prudence with innovative operational strategies in today's competitive market.