Who is behind it?
Eddie Cheng writes about profit-first ecommerce growth from both sides of the work: Penang Media, the performance agency he founded, and VIBAe, the footwear brand he co-owns.
I founded Penang Media, where we manage between $3 million and $5 million in monthly ad spend, sometimes more. I also co-own VIBAe, a global footwear brand with multi-8-figure annual revenue. Every idea here has to hold up in an ad account and against stock, margins, cash flow and actual customers.
What do we publish?
I publish evergreen answers to specific ecommerce questions. The working desks cover profit-first growth, paid acquisition systems, brand operations, ecommerce measurement and practical AI operations.
Each article starts with a source-backed brief, then adds first-party experience from the agency or brand side. A person reviews every word before the article can publish.
Why build a publication?
Growth advice is easy to flatten into a checklist. I want to keep the trade-offs visible: the decision, the evidence and the parts that remain uncertain.