Description:
In this episode, Matt sits down with Nikita Vakhrushev, founder and CEO of Aspekt, an eCommerce retention agency helping brands grow smarter through email and SMS marketing. Nikita’s journey from high school side hustles to leading a specialized agency is a story of experimentation, focus, and persistence. What started as a love for design and selling custom t-shirts evolved into a deep understanding of how to engage and retain customers in a crowded digital landscape.
Nikita shares how his early experiences tinkering with Shopify stores, print-on-demand, and Facebook ads gave him the foundation for building his own business. But the real turning point came when he realized the power of focus—niching down to retention marketing and cutting out distractions from running multiple services. That clarity allowed Aspekt to scale, grow a team, and refine a process that delivers real value to over 100 eCommerce brands.
From hiring and leadership lessons to tactical insights on email flows, segmentation, and customer lifetime value, this conversation highlights the first principles of building a modern digital agency. It’s not about doing everything—it’s about doing the right things really well.
Key Takeaways:
- Focus Wins: Scaling came when Nikita narrowed services to email and SMS, cutting noise and complexity.
- Start by Building Something: His first business—selling custom merch—was the foundation for every skill he uses today.
- Retention – Acquisition: Sustainable eCommerce growth depends on nurturing relationships, not just chasing new customers.
- Hiring by Instinct: After hundreds of interviews, Nikita learned how to spot genuine talent versus rehearsed answers.
- Systems Over Chaos: Documented processes, automation, and client clarity drive better results and happier teams.
- Keep Learning by Doing: Every stage of his journey—from solo freelancer to agency leader—came through hands-on experimentation.
Nikita Vakhrushev
Nikita Vakhrushev has spent the last 7 years immersed in the digital marketing world. After starting his own ecom brand and quickly pivoting into the agency model, he found his place in ecommerce advertising services.
After amassing all the marketing skills needed to scale brands, he found great success in email and SMS marketing, which is what he specializes in today!
Now after working with over 100+ DTC brands, having the knowledge behind all marketing channels, but sticking with email as his bread and butter, Nikita has a unique perspective on how to get the most out of a brand's retention channels.
THE MEAT OF IT!
1. Origins of a Builder
- How Nikita’s entrepreneurial streak started in high school
- Turning a design hobby into real sales with custom merch
- Early lessons in selling, experimenting, and self-teaching
2. From Freelance to Founder
- Transitioning from side gigs to a full-time freelancing career
- Learning by doing—setting up Shopify, email campaigns, and ads
- The turning point: discovering the power of retention over acquisition
3. Finding Focus in a Noisy Industry
- The moment Nikita decided to specialize in email and SMS marketing
- Why narrowing focus helped Aspekt scale faster and deliver better results
- How the 2020 digital boom accelerated growth and demand
4. Building and Leading a Team
- Hiring lessons learned through trial, error, and instinct
- How to identify genuine talent vs. “talkers”
- Developing a gut feel through hundreds of interviews
5. Retention as a Growth Engine
- Why retention is smarter (and often cheaper) than acquisition
- How Aspekt helps eCommerce brands increase customer lifetime value
- The systems, tools, and data that power effective retention campaigns
6. The Builder Mindset
- Nikita’s philosophy of “brute-forcing” learning until it clicks
- Navigating challenges and staying adaptable through change
- What building really means: experimenting, failing, refining, and scaling
Check out these related Episodes:
- Episode 246: Ed Oyama -The Power of Simple Videos: Building Trust and Clarity in Business
- Episode 182: Umar Rana – Experimentation to Building a Successful Tech Business Focused on eCommerce
- Episode 158: AJ Saunders – Easing Into It: How to Successfully Transition Your Business to Ecommerce
