Fraud strategies that increase revenue: Jenna Posner on growth, loyalty, and smarter fraud decisions
Guest: Jenna Posner
This episode is such a good reminder that the best fraud strategies are not just about stopping bad transactions.
They are also about protecting growth.
And that matters.
I sat down with Jenna Posner, Chief Digital Officer of Snipes USA, to talk about why someone responsible for sales, marketing, and the full P\&L of a major ecommerce business made fraud provider selection her first priority.
Not because it was flashy.
Not because it was some trendy initiative.
Because it was hurting revenue, customer experience, and loyalty in ways that were too important to ignore.
That is exactly why this conversation is so useful for fraud leaders and business leaders alike.
We talk about the unique pressures of sneaker ecommerce fraud, the cost of reducing false declines too slowly, and why approval rate optimization is often one of the clearest paths to both customer loyalty and fraud prevention ROI.
Here are a few themes we explore in this episode:
- why fraud strategies that increase revenue start with protecting good customers
- how customer loyalty and fraud are more connected than many teams realize
- why fraud provider selection can have a direct impact on growth and brand trust
- how fraud leadership alignment helps connect fraud strategy to broader business goals
What you’ll hear in this episode:
- why replacing a fraud provider became a top priority for Jenna despite overseeing the full ecommerce business
- how ecommerce fraud strategy affects revenue protection strategy, customer experience protection, and loyalty
- why reducing false declines and improving approval rate optimization can unlock measurable growth
- how fraud technology evaluation looks different when the goal is business growth and fraud prevention together
- what strong fraud prevention ROI looks like when leaders think beyond chargeback reduction strategy alone
You should listen to this episode if you:
- work in fraud, ecommerce, payments, or digital leadership and want fraud strategies that increase revenue
- are evaluating customer loyalty and fraud tradeoffs inside your business
- need better fraud provider selection criteria tied to growth and customer experience
- want stronger fraud leadership alignment between fraud teams and executive stakeholders
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Episode notes & key takeaways
This conversation is a great example of what happens when fraud is treated as a business lever, not just an operational function.
Because when the fraud strategy is wrong, the cost does not stop at chargebacks.
It shows up in lost sales, weaker loyalty, and missed growth opportunities.
Why fraud strategies that increase revenue start with protecting good customers
A lot of fraud conversations focus on blocking bad actors.
Of course they do.
But one of the most important points in this episode is that fraud strategies that increase revenue also have to be very good at recognizing legitimate customers quickly and accurately.
That is especially true in fast-moving retail environments like sneaker ecommerce fraud, where demand spikes, buying behavior looks unusual, and the margin for getting it wrong is very small.
Operational themes may include:
- reducing false declines is essential to protecting revenue and customer trust
- approval rate optimization supports both short-term sales and long-term growth
- customer experience protection depends on identifying good customers in real time
- brand trust and fraud become closely linked when legitimate buyers are repeatedly blocked
Why fraud provider selection can shape the entire business
One of the things I really liked about this conversation is how clearly Jenna explains why fraud provider selection was not some side issue.
It was foundational.
Because if your fraud technology is declining good customers, slowing down conversion, or missing the nuance of your business model, that affects far more than the fraud team. It affects sales. Marketing efficiency. Customer loyalty. Brand reliability. And ultimately the P\&L.
That is a much bigger picture.
And it is exactly why fraud technology evaluation needs to include revenue outcomes, not just fraud loss metrics.
Operational themes may include:
- fraud provider selection should be measured against business growth and fraud outcomes together
- fraud technology evaluation needs to account for customer behavior and business model nuance
- fraud prevention ROI is often highest when solutions improve conversion as well as protection
- revenue protection strategy should include both fraud loss prevention and saved legitimate sales
Customer loyalty and fraud are more connected than teams think
This is where a lot of companies still underestimate the impact.
When a loyal customer gets falsely declined, that does not just create a one-time failed order.
It can damage trust.
It can push that customer to a competitor.
And it can quietly undermine the brand in ways that are hard to measure if you are only looking at fraud caught.
That usually does not end well.
This episode does a great job of showing how customer loyalty and fraud are part of the same conversation, especially for ecommerce brands where repeat purchasing and community matter.
Operational themes may include:
- customer loyalty and fraud should be discussed together in executive conversations
- reducing false declines helps protect lifetime value, not just single transactions
- brand trust and fraud both influence whether customers come back
- customer experience protection is often one of the strongest arguments for smarter fraud strategy
Better fraud leadership alignment leads to better business outcomes
One of the strongest takeaways here is that fraud strategy gets much more effective when leaders across the business understand what is really at stake.
Not just chargebacks.
Not just policy.
The bigger picture.
When fraud leadership alignment is strong, teams are better able to evaluate technology, prioritize the right changes, and explain why improvements in real-time fraud detection, approval rate optimization, and customer experience protection are worth the investment.
That is how momentum gets built.
And in this case, it also created credibility for broader technology upgrades across the business.
Operational themes may include:
- fraud leadership alignment helps connect fraud decisions to broader company goals
- business growth and fraud should be framed as complementary, not competing priorities
- real-time fraud detection matters most when it supports smarter approvals, not just faster declines
- chargeback reduction strategy is important, but it should not be the only success metric
One of the things I really wanted to highlight in this episode is that strong fraud strategy can absolutely be a growth strategy. When teams choose the right technology, reduce false declines, and connect fraud outcomes to the broader business, they do a lot more than prevent losses. They protect revenue, strengthen loyalty, and create better customer experiences at the same time.
