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.
Eddie founded Penang Media, where the team manages between $3 million and $5 million in monthly ad spend, sometimes more. He also co-owns VIBAe, a global footwear brand with multi-8-figure annual revenue. Every idea in Notes has to hold up in an ad account and against stock, margins, cash flow and actual customers.
What does Notes publish?
Notes publishes evergreen answers to specific ecommerce questions. Its desks cover profit-first growth, paid acquisition systems, brand operations, ecommerce measurement and practical AI operations.
Each article starts with a source-backed brief and develops a useful explanation or analysis. Claims about Eddie's own experience need specific approval. Articles pass factual, attribution, writing and technical checks before publication, through automated or human review.
Why does Notes exist?
Growth advice is easy to flatten into a checklist. Notes keeps the trade-offs visible: the decision, the evidence and the parts that remain uncertain.