About Us
Who We Are
The Other Group is an AI-first commerce consultancy made up of a collective of seasoned commerce professionals with deep expertise across brands, technologies, and agencies. Our team has successfully built and scaled companies from inception to nine-figure revenues, bringing a wealth of experience to our clients.
Our Philosophy
We believe sustainable growth happens when the right stakeholders come together. That’s why we work across the commerce ecosystem, collaborating with brands, technologies, and agencies to create strategies that scale, partnerships that compound, and value that lasts. By sitting at the center of these relationships, we help accelerate what’s next in commerce.
The Problem We Solve Uniquely
In today’s commerce landscape, growth doesn’t come from working in silos.
Most agencies only serve brands. Most fractional leaders support tech or service providers. What’s missing is a connector, a company that understands all sides of the ecosystem and can translate between them to drive meaningful growth outcomes.
We help brands grow smarter, tech platforms go to market faster, and agencies unlock new opportunities by aligning the right people, strategies, and partnerships around a shared vision of growth.
How We Solve Our Client Challenges
We bring cross-functional expertise across the commerce ecosystem spanning marketing, sales, partnerships, engineering, and data to solve complex, high-stakes challenges.
We’re AI-first in how we work. Leveraging the latest tools to move faster, uncover insights sooner, and create more with less. Whether it’s accelerating research, powering content workflows, or improving decision-making, we integrate AI to enhance human creativity, not replace it.
Our work is never off-the-shelf. Every engagement is rooted in a tailored strategy, backed by senior operators with deep experience, and powered by a curated network of specialists. We assemble the right team for each challenge, move quickly, and stay focused on driving measurable, outsized outcomes.
Clients come to us not just for what we do, but because they trust how we think, how we operate, and how we deliver.
The Other Group Advantage
TAILORED SOLUTIONS
Each client receives a customized playbook aligned with their unique goals
PROVEN FRAMEWORKS
Our methodologies are rooted in data, proven experiences, ensuring predictable outcomes
INDUSTRY EXPERTISE
We bring 50+ years of combined experience across B2B SaaS, e-commerce & marketplaces
ECOSYSTEM NETWORK
Access to a strong network of Shopify Plus marketing and development agencies, technology providers, and seasoned industry talent
Our Comprehensive Services for Brands
We help modern brands scale with clarity, speed, and creative precision, acting as embedded leaders and strategic partners to unlock growth at every stage.
Fractional Head of eCommerce / CMO
We step in as senior operators to lead and execute your commerce strategy, without the overhead of a full-time hire.
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Ownership of the digital growth strategy and channel planning
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Cross-functional leadership across marketing, product, CX, and ops
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Shopify and platform optimization, from conversion to retention
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Holistic view across performance, brand, and merchandising
Content Strategy & Execution
From positioning to production, we create content that moves the needle, fueling both brand storytelling and performance outcomes.
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Content audits and strategic planning rooted in growth goals
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Strategy and execution for both brand marketing and performance ads
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Full-funnel content production: UGC, branded campaigns, editorial, video
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Channel-specific playbooks and scalable systems for internal teams
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Distribution strategy and performance tracking are baked in
Retention Marketing
We design and manage lifecycle strategies that keep your customers coming back—transforming transactions into long-term relationships.
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Email and SMS strategy development and execution
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Lifecycle flows tailored to customer behavior and segmentation
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CRM platform implementation and optimization (Klaviyo, Attentive, etc.)
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Ongoing testing and reporting to drive LTV and reduce churn
Conversion Rate Optimization (CRO)
We turn traffic into revenue by identifying friction points, testing hypotheses, and refining on-site experiences that lead to higher conversion and stronger customer intent.
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In-depth audits of user journey, analytics, and on-site behavior
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A/B and multivariate testing strategies across PDPs, collection pages, and cart flows
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Optimization of navigation, merchandising, and page speed
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Landing page strategy and rapid iteration frameworks
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Collaboration with design, dev, and performance teams to implement quickly
Our Comprehensive Technologies and Agency Services
We partner with commerce technologies and agencies to accelerate growth through focused GTM strategy, scalable demand generation, high-converting sales programs, and ecosystem-led partnerships. Whether you're building from zero or scaling fast, we operate as embedded operators who drive clarity and traction.
Go-To-Market Strategy
We help you define your value, identify your buyers, and enter the market with conviction and clarity.
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Market, customer, and competitive insight
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ICP and persona development
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Product positioning and narrative design
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Launch playbooks and sequencing
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Pricing, packaging, and rollout planning
Sales Strategy & Execution
We build and optimize sales motions that convert, from early traction to repeatable pipeline.
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Sales playbook design and team enablement
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Funnel optimization and CRM best practices
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Cold outbound frameworks and SDR coaching
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Demo and narrative development
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Hiring and org structure advisory
Demand Generation & Marketing
We craft scalable marketing strategies that fuel inbound interest and a qualified pipeline.
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Content and editorial strategy for thought leadership
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Email, lifecycle, and CRM marketing (e.g., HubSpot)
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Event, community, and influencer activation
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Website and landing page conversion strategies
Partnership Strategy & Activation
We unlock high-leverage partnerships across platforms, agencies, and the tech ecosystem.
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Strategic partner mapping and prioritization
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Co-selling and co-marketing playbooks
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Program design and commission structure development
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Tech platform and agency integration
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Attribution modeling for partner-sourced revenue
Meet the Team
Dennis Yao Yu
CEO
Ex - Shopify, Art.com, Firework, Leaf Group
Go-To-Market executive with 20 years of experience accelerating growth in retail, e-commerce, and marketplaces. A strategic leader with a track record of scaling businesses through sales, business development, and high-impact partnerships, driving revenue and market expansion in SaaS, e-commerce, and marketplace ecosystems. 3X growth at Society6, played a pivotal role in Walmart’s acquisition of Art.com, spearheaded Shopify's customer success initiatives in growth, adoption, and retention, and led key partnership programs at Firework. Blending analytical rigor with a customer-centric approach to unlock new revenue opportunities, drive operational efficiencies, and position businesses for success.
Queenie Kung
Chief Strategy Officer
Ex - Samsung, Disney, StackCommerce
Growth-focused Marketing Executive with over 15 years of experience scaling businesses from startups to global corporations. Proven success in driving growth, optimizing customer journeys through strategic multi-channel marketing efforts. Led and built high performing teams across Paid, SEO, Social, Email, Content Marketing, and PR, while leveraging data-driven insights to inform strategy and execution.
Franz Bautista
Chief Growth Officer
Ex - Experian, McCann, RealSelf
Senior Marketing professional with 15 years of integrated communications experience. Possesses a comprehensive background in digital and print media, including client and agency side Direct Marketing management. Excellent Advertising skills - effective at communicating complex concepts to diverse audiences while working collaboratively across functional teams and with clients; highly analytical thinker and results-oriented.
Ryan Melamed
Chief eCommerce Officer
Ex - Goorin Bros, Easton Sports, L’Oreal
Ryan is a result driven, marketing leader that brings nearly two decades of digital strategy, ecommerce and content experience, where he has helped build or scale lifestyle and passion brands in fashion, beauty, sporting goods and more. He is passionate about the balance between storytelling and performance marketing in the customer journey. He has had the great fortune of working on with incredible brands such L'Oreal, Goorin Bros. Disney, Easton Sports, as well as agency side driving digital strategy for small to enterprise level businesses across industry verticals. He is a champion for the end consumer and driven by data to deliver profitable growth strategies.
Yi Jin Ph.D.
Chief Data Officer/Data Advisor
Ex - EverString (Acquired by ZoomInfo, NYSE: GTM), NASA, GE Global Research
Ph.D. Data Scientist and innovative data leader with over 15 years of experience transforming complex B2B data into strategic enterprise assets and AI-driven revenue growth. An expert with a track record of architecting robust B2B data platforms and intelligence solutions that unlock market opportunities and optimize GTM strategies. Co-founded EverString (Inc. 5000, acquired by ZoomInfo, NYSE: GTM), where his patented innovations in predictive analytics, web crawling, and automated industry classification fueled the growth of industry leaders like MongoDB, Elastic, and Snowflake. His foundational experience includes Ph.D. research applying machine learning for NASA and GE Research, and he continues to guide companies like Landbase, Firework, and Alpha Vision as an advisor. Yi combines deep technical acumen in AI, B2B data ecosystems, and cloud infrastructure with a proven ability to build and lead high-performing data teams, turning proprietary and third-party B2B data into a distinct competitive advantage.
Eric Richmond
Technical Advisor
Ex - Shopify, Slickdeals, Splice
Eric Richmond is Chief Architect at Basil Systems in New York City, with over 25 years of experience in technology leadership. Eric has served as CTO at three companies that achieved successful exits: Splice, Slickdeals, and Shopify. At Shopify, he initially led B2B efforts before transitioning to the merchandising division, where he scaled his team from 10 to 80 engineers over three years. Currently, Eric focuses on developing AI solutions at Basil Systems. He holds a Bachelor's degree in Computer Science and Music from Tufts University.
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