Building B2B Partnerships that Drive Sales - w/Sarah Badun, Casper Canada

In this episode, we sat down with Sarah Badun, the Vice President and General Manager at Casper Canada. With over 14 years of experience leading brand and strategy across retail, CPG, and financial services, Sarah brings a powerful perspective on how to grow brands through collaboration. Her background includes senior roles at Bain and BMO, and today she’s leading innovative partnerships at Casper Canada that blend creativity, operations, and brand alignment.

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We explored what it really takes to launch successful strategic partnerships—from setting clear KPIs to finding brand-aligned collaborators and managing fulfillment challenges. Sarah shared a behind-the-scenes look at Casper Canada’s partnerships, highlighting how even light-touch collaborations can deliver major impact. If you’re thinking about using partnerships to expand your reach, boost credibility, or create new customer experiences, this episode is packed with actionable insights.

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Connect with the Host:

https://www.linkedin.com/in/melissagallo/

https://www.mrgemarketing.com/

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Connect with the Guest:

LinkedIn: https://www.linkedin.com/in/sarahbadun/

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Timestamps:

  • 00:00 Intro: Strategic partnerships for growth
  • 00:42 Meet the guest: Sarah Badun’s background
  • 01:38 Why partnerships matter for brand visibility
  • 03:09 Benefits: Credibility, content, expertise, and sales
  • 05:11 First steps when exploring partnerships
  • 07:25 How to identify the right partner
  • 10:04 Green flags and red flags in collaboration
  • 13:43 Pivoting when visions don’t align
  • 16:02 Casper x De Mello Coffee partnership breakdown
  • 21:30 Casper x Dermalogica Canada: A lighter-touch collaboration
  • 23:07 Operational structure for smooth launches
  • 25:59 Fulfillment and distribution challenges
  • 30:08 Planning realistic timelines for partnerships
  • 33:44 Who leads the collaboration?
  • 35:25 How to track and evaluate success
  • 37:41 How partnerships originated with Demello and Dermalogica
  • 39:13 Final thoughts and what’s next for Casper collaborations

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Ready to grow your business with strategy that actually moves the needle?

Reach out to mrge Marketing—the agency behind this interview series. From fractional CMO services to SEO, content, and social media strategy, they help professional services firms break through stagnation and scale with clear, results-focused marketing.

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Want to start the conversation?

Visit: www.mrgemarketing.com

Email: info@mrgemarketing.com

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