In this episode, Christina Kao, founder of Le Mini Macaron, shares her journey from a marketing background to entrepreneurship in the beauty industry. She discusses the growth of her brand, the importance of customer education, and the impact of COVID-19 on nail care trends. Christina emphasizes the significance of community upliftment and the playful yet joyful nature of her brand, while also reflecting on the challenges and opportunities within the beauty industry.TAKEAWAYS: ...

In this episode of the Omnichannel Marketer, Amy Gordinier, founder of Skinfix, shares her extensive background in the beauty industry and the journey of creating Skinfix. Amy discusses the brand's origins, its unique formulation, and the strategic decisions made during its launch and growth, particularly with retail partners like Target and Sephora. She emphasizes the importance of product differentiation, quality formulation, and the evolving support from Sephora as a key fa...

In this episode of the Omnichannel Marketer, Alli Ball, founder of Food Biz Wiz, shares her journey in the food industry and how she helps emerging brands succeed in wholesale. She emphasizes the importance of understanding market fit, finding the right channels, and optimizing operations. Alli discusses the challenges of getting attention from wholesale buyers and the difficulties of the distributor-retail model. She also provides insights on driving velocity in retail and recommends tools a...

In this episode of the Omnichannel Marketer, Kait interviews Rick, a partner at Howler Brothers, who shares his journey from private equity to brand building. He discusses his early career at Yeti Coolers, where he developed innovative marketing strategies that helped establish the brand. Rick emphasizes the importance of brand identity and community in marketing, and how his experiences as an investor have shaped his approach to business. He also highlights the significance of envi...

In this episode, Kait interviews Danny Taing, founder of Bokksu, who shares his journey from studying Japanese in Japan to creating a successful omnichannel brand that bridges cultures through Japanese snacks. Danny discusses the evolution of Bokksu, the importance of customer feedback, the challenges of the subscription model, and the acquisition of Japan Crate to enhance their retail presence. He emphasizes the significance of building strong brands and the need for a focus on ret...

In this episode, Rachel, founder of Rootine, shares her personal journey and the inspiration behind her brand. She discusses the lack of innovation in the holistic health industry and how Rootine aims to bring science-backed solutions to the market. Rachel explains the customer journey and the different products offered by Rootine. She also talks about the importance of her role as a mom in shaping the brand and connecting with her target audience. Rachel shares her strategy for lau...

In this episode, Shray Joshi, founder of Good Peeps, discusses the shift to retail media and the importance of digital retail marketing for CPG brands. He explains the concept of a retail media network and how it encompasses third-party marketplaces, retailer. coms, and underlying technology platforms. Shray shares strategies for driving retail traffic, such as sponsored search, paid ads, and influencer content. He emphasizes the significance of organic influencer partnerships and c...

In this detailed episode, Sydney Hamroff, the strategy and insights manager at Tony's Chocolonely, shares invaluable insights into the brand's journey from a mission-driven startup to a major player in the retail space. From starting in niche natural channels to scaling up to national distribution with giants like Walmart, Sydney unpacks the strategic decisions that have driven Tony's success. Highlights include:- The transition from natural to conventional retail channels.- Key met...

How this former Spotify exec uses data & consumer behavior to scale this subscription business.On the latest episode of the Omnichannel Marketer, I spoke with David Cutler, VP of Product & Design at Cook Unity.David started his career consulting with major CPG brands, helping them interpret big data sets to create better segmentation and advertising.He went on to become a product manager for data products, with roles at Bloomberg and Spotify before landing at CookUnity. CookUnity...

Retail & eCom, the one-two punch for evolving an entrenched category.On the latest episode of the Omnichannel Marketer, I spoke with Lisa Bubbers, Chief Marketing and Brand Officer at Studs.Studs is a new entrant in the ear piercing category – positioning itself as a piercing company instead of an earring brand. In contrast to Claire’s or the mall kiosk which is where children go to get their first piercing with a piercing gun (myself included), Studs focuses on needle piercings for ...

Without brand, growth and performance marketing are just flashes in the pan.In the wake of iOS 14 privacy changes & rising CACs, we’re no longer in an era where growth at all costs is a viable strategy anymore.I recently had the pleasure of speaking with Foujan Volk, the VP of Brand & Marketing at Parachute Home. She was the first marketing hire at Parachute Home and built the brand from the ground up.Parachute Home is an emerging brand in the home goods category with a range of ...

Meet your customer where they want to shop. On the latest episode of the Omnichannel Marketer, I had the pleasure of talking with Sarah McNamara, Executive Vice President & General Manager at Peter Thomas Roth Clinical Skin Care and Naturally Serious Skin.Sarah is a beauty industry veteran, having worked at Unilever, L’Oreal, and grew her own beauty brand, Miracle Skin Transformer to $35M in revenue before selling it.Now she oversees Peter Thomas Roth.Peter Thomas Roth started in a d...

In this episode, we meet Preston Rutherford, Co-Founder of Chubbies.Chubbies was born in 2011 in San Francisco, they create men's shorts that aim to make every day feel like Friday at 5pm, bringing that chill vibe and good times to their audience.In this episode, we discussed omnichannel business, key lessons learned, and strategies for supporting omnichannel growth.‍Topics coveredChubbies' unique and fun approach to men's shorts and activewearChallenges and misconceptions when transiti...

In this episode, we meet Chad Wilson, Head of Marketing at Olipop.‍Olipop is a better-for-you soda brand on a mission to make the world healthier and happier. In this episode, we discussed growth into retail, structuring marketing teams, understanding the customer journey, and staying close to consumers.‍Topics coveredBrand awareness and brand storytellingEquity metrics to measure campaigns performanceUnderstanding and connecting with consumers emotionally.Structuring and organizin...

In this episode, we meet Chris Hobson, President and CEO of Rare Beauty Brands.Rare Beauty scales challenger brands with expertise in innovation, marketing, and infrastructure across various channels. In this episode, we discussed retail, e-commerce, direct-to-consumer channels, and how to build and scale an omnichannel brand in the beauty industry.‍Topics coveredOmnichannel distribution strategyStarting in luxury retailersThe rise of Korean beautyUsing retail for profitable trialI...

In this episode, we meet Nadya Okamoto, Co-Founder of August.August is a brand revolutionizing period care with their sustainable, transparent, bold and inclusive approach on period products.In this episode, we discussed category disruption, influencer marketing, and evolving from DTC to omnichannel.‍Topics coveredConsumer experienceProduct distributionB2B approach in a DTC businessInitial launchCustomizable subscriptionsOmnichannel distributionRetail launchGen z consumerSocial media purchase...

In this episode, we meet Benjamin Witte from Recess. Recess is a relaxation drink. Recess is spearheading the category, like how RedBull started the energy drink category.Category creation, evolving from digitally native to retail, the DTC & omnichannel flywheel, and the trade-offs with DTC and retail.Topics coveredCategory creationBrand building DistributionAmazonMerchandisingTakeawaysAdaptogens and CBD are functional ingredients not to be confused with the relaxation category....

In this episode, we meet Gabi Lewis, founder and CEO of Magic Spoon Magic Spoon is a better-for-you cereal brand that is designed to taste like your favorite childhood cereals but low in sugar and high in protein.In this episode, we discussed category disruption, influencer marketing, and evolving from DTC to omnichannel. Topics coveredCategory DisruptionConsumer health trendsInfluencer and affiliate marketingOmnichannel distributionRetail velocityConsistency Measurement & ...

In this episode, we meet Steven Borrelli, the CEO and founder CUTS Clothing. CUTS is a clothing brand built for the sport of business. It started with t-shirts designed for the work setting and has since expanded to polos, pants, and jackets, and recently started a women's line. In this episode, Steven shares the lessons he learned from launching a brand store. ‍Topics coveredChannel distributionOmnichannel purchase behaviorBrand store strategyOmnichannel experienceMerchandisin...

In this episode, we meet Colm Mackin, from Act+Acre Act+Acre is a women’s scalp care brand. In this episode, Colm shares a deep dive into how to have a successful launch in Sephora. Topics coveredScalp healthCustomer educationProduct EffectivenessRetail distributionInfluencer marketingFocusTakeawaysScalp care (and other medical) products really need to work. Customers needs to see success in a few uses. Finding influencers was tricky because you need to find people with sc...