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Meet Jessica Totillo Coster of eCommerce Badassery in West Hollywood

Today we’d like to introduce you to Jessica Totillo Coster.

Jessica, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I’ve been working in retail and eCommerce for 20+ years. I studied Fashion Merchandising in college, owned my own six-figure boutique in New York and since moving to Los Angeles have focused on Retail & eCommerce Marketing.

I started my business by accident when a popular email marketing platform and eCommerce platform broke up. As a member of some business Facebook groups, I saw so many entrepreneurs struggling to figure out what to do next. I started talking to them about Klaviyo, the platform I had moved the company I work for to the year before. I had fallen in love with the platform and had seen such a dramatic increase in performance. As I started sharing that information, women started messaging me asking me if I could help them get set up.

Because I love email marketing so much and supporting female entrepreneurs, I said yes! I had two initial clients and in a matter of a few weeks, I fell in love with working with them. I was hooked! I learned quickly that there was a huge gap in the market for eCommerce entrepreneurs at this mid-level. They weren’t beginners, they were doing six-figures in business, but they didn’t know exactly how to get to that next level.

So much of the education and support out there for eCommerce and product-based businesses is either for the beginner who is just learning how to set up their store or for the super-advanced that works with big agencies as my company did.

Once I realized I could support these women and open their eyes to the possibilities, I knew I had to keep serving them. It all started with those two OG clients who referred their business friends to me and it just took off from there.

At this point, I’ve only scratched the surface and am excited about what I have in store for the future.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely was not a smooth road! I’ve worked with product my entire career, so starting a service-based business is a completely different animal. Plus because I started this business by accident, I had to get things set up on the fly as I went. I didn’t have my systems in place, I was doing this all on the side of my day job, and because my clients were really starting from scratch on a new platform, time was of the essence for them.

I didn’t even have a website until a few months in and up until this feature I even had the same photo of me posted on my site in multiple places; it was the only one I had!

I really went into it with the mentality that done is better than perfect and to just take messy action. It’s served me pretty well so far.

Now that I’ve been at it for a few months and I’ve completed a few really large projects; I’m finally able to take a step back and work on the back-end of my business and create new ways of supporting the community I want to serve, like launching my Facebook Group and starting a Podcast soon!

Please tell us about eCommerce Badassery.
eCommerce Badassery is a consulting company for six-figure eCommerce entrepreneurs. In short, I help them make more money and profit in their eCommerce businesses.

I work with clients one-on-one in either a 6-month consulting relationship or through one-off strategy calls.

When I started, my main focus was email marketing for eCommerce, specifically on the Klaviyo platform. Email marketing is one of my favorite ways to make money in eCommerce, yet it’s widely misunderstood and underutilized.

But, email marketing is only one piece of the 5000 piece puzzle that is eCommerce. So I support my clients with the high-level strategy for running their business. I dig into every nook & cranny of their company and strategize with them where to focus their time to get the best return and more importantly help them figure out what isn’t serving them and that they can stop doing.

What’s most important to me when working with clients is that they feel empowered to run their business after our time together like an eCommerce Badass. After working with so many consultants as an eCommerce and Digital Marketing Manager of a 7-figure business, I didn’t always feel like I could maintain things after our time together.

I focus BIG TIME on teaching my clients how to analyze their business and the why behind everything we do together. I want them to continue to work with me because they want to, not because they feel like they have to. This is definitely what I’m most proud of and what sets me apart from the rest.

Do you look back particularly fondly on any memories from childhood?
I’m not sure if I actually remember this or if I’ve just heard the story so many times, but when I was a little girl I always wanted to sleep in my new shoes. Literally, sleep in them. I wouldn’t let my mother take them off. And of course, I ALWAYS wore them out of the store.

It was really no surprise when I ended up going into the fashion and retail industry as an adult… and I still have a pretty wide shoe collection. My husband thinks it’s too many, but in my opinion, there’s no such thing!

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