Will sits down with Dima Zelikman, CMO of Unbound Merino, to unpack how the brand has grown into one of the leading names in premium travel apparel. Dima breaks down why they run only one sale each year, how they maintain a strong premium perception and the shift from broad creative testing to deep, interest-based content. He also shares how AI-driven email triggers, customer lifecycle personalization and tight control of fulfilment shape their approach to retention. A smart, tactical conversation on brand discipline, performance marketing and building products people genuinely want to pack and wear.