In this episode, Brittany Lo sits down with Amy Kapolnek, Founder and Fractional CMO of FWRD Group, to break down the marketing strategies that drive success for indie beauty and wellness brands. Amy shares what it means to be a Fractional CMO, why so many startups need one, and how brands can navigate customer acquisition in an oversaturated market. From avoiding the pitfalls of rushing into retail to leveraging gifting, partnerships, and SMS marketing, she lays out a roadmap for scrappy yet effective growth. Plus, she opens up about founder life—her daily routine, imposter syndrome, and the skincare treatments keeping her looking ten years younger. If you’re building a brand and want to market smarter, this episode is packed with must-know insights.