About this episode

Rachel Hanretty discusses her £500/month tool for fact-checking her marketing agency and shares insights on ecommerce challenges.

Rachel Hanretty pays £500 a month for a tool that fact-checks her marketing agency — and she has opinions about why every seasonal ecommerce founder should do the same. In this episode, Matt Edmundson sits down with Rachel Hanretty, founder of Mademoiselle Macaron, the Scottish brand shipping up to 25,000 macarons a week UK-wide. Rachel built the business from a St Andrews student flat in 2013 after training in Paris, and thirteen years on she has strong views on attribution, agency accountability, the seasonality trap, and the gulf between what Instagram wants and what authenticity actually looks like. The conversation covers Triple Whale, Klaviyo's tendency to overstate its own impact, a Pinterest wedding ads experiment that burned thousands, a Charlotte Tilbury collaboration that produced lipstick-matched macarons at H Beauty, and why Rachel feels "gaslit by her own business" every April to September. It is half ecommerce masterclass, half therapy session — and Rachel is refreshingly honest about both. In This Episode (01:30) From a Paris kitchen to 25,000 macarons a week (07:15) The seasonality trap: "gaslit by my own business" (14:00) Attribution wars — why Klaviyo and…

People in this episode

Host: Matt Edmundson

Guest: Rachel Hanretty

Topics covered

• ecommerce
• marketing agency
• attribution
• seasonality
• business growth
• authenticity
• CFOs

Keywords

• fact-checking
• marketing agency
• seasonality trap
• attribution
• ecommerce
• macarons
• Instagram
• business accountability

Mentioned in this episode

Organizations: Mademoiselle Macaron, Triple Whale, Klaviyo, Charlotte Tilbury

Places: St Andrews, UK

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