The Digital Marketing Campfire

Melinda Livsey who is the founder of Brand Strategy Bootcamp, where her and her team coach designers and creatives who are looking to have more success in their marketing careers. This episode contains helpful tips for creative marketing professionals looking to become more valuable to the clients and brands they serve. 

Myla Hayes is an experienced marketing expert with a passion for helping brands resonate with their audience in an authentic way. Myla believes that brands need to talk less about themselves, and instead speak to the culture of their audience. In this episode, we discuss how brands can elevate their messaging to go beyond themselves, contribute to the cultural conversation, and connect with their customers on a deeper level.

Karen Raghaven has done marketing and brand development work for brands such as Estee Lauder and Bare Essentials. Today, she does brand development for Purissima, a biotech company that creates novel and rare compounds for health and wellness. She also advises many beauty startups on branding, sales, marketing, and international expansion, especially to China. In this episode, we talked about what has changed in the era of digital marketing, and just as importantly, what has NOT changed. Karen has some great perspectives that can help us all navigate the digital marketing landscape today, and I’m excited to share our conversation today.

As the Chief Marketing Officer at Veyl Ventures (www.veyl.com, Megan Brown brings over 15 years of experience growing and reviving CPG brands in the beauty, health and wellness industries. She has worked with countless household brands such as Korres, Wolfgang Puck, Cellucor, Johnson & Johnson, Liquid IV, Scivation, SKINN, Dr. Kellyann, and the list goes on. Megan is passionate about scaling and future proofing brands. By prioritizing an ideal tech stack and team structure prior to investing in paid channels she’s been able to efficiently leverage working media to acquire and maintain customers, transitioning brands into stable LTV models. In this episode, Megan shares practical tips and tactics to set your paid influencer efforts up for success. Discover how to best monetize traffic, capture consumer data for remarketing efforts,  and ultimately how to acquire sales with clear attribution.

Shai Eisenman is the Founder and CEO of Bubble (https://hellobubble.com), a fast-growing skincare company targeted at the Gen Z market. Launched less than a year ago, Bubble products are already on the shelves of over 3800 Walmart stores nationwide.Shai believes in leveraging the power of influencer marketing to build brand awareness and drive sales. Using a combination of brand ambassadors, TikTokers and celebrity influencers, Bubble continues to gain market share and grow its follower base online.In this episode, we dive deep into Shai’s insight into influencer marketing and how to truly  listen and learn from your customers.

Michelle Yeh is an experienced entrepreneur and marketer with an impressive history of working with multiple organic and cruelty free product lines. Most recently, she is the Founder and CEO of Hygiene Hero (https://hygiene-hero.com), a wellness lifestyle brand that offers a premium line of products including soaps, facial masks, and sanitizers. During the COVID-19 pandemic, Hygiene Hero drove sales of their premium triple-layer masks through Facebook ads. Throughout this process, Michelle encountered some unexpected and unique challenges that caused their ad campaign to be disrupted. Through the process she learned valuable lessons that continue to set her business up for future success.In this episode, Michelle shares with us her first-hand experience through this process, and valuable advice that can help your brand avoid campaign setbacks in the ever-changing landscape of paid internet advertising.

Over the last several decades, Don Lupo has done marketing and advertising work with countless household name brands including Honda, Sony, Wells Fargo, and Nestle. Today, Don is the Executive Director for ThinkLA (www.thinkla.org), a media, marketing, and advertising collective with a mission to connect, educate, and inspire the Los Angeles marketing community. Don is passionate about helping brands find their voice and convey it effectively on the right channels to the right audience. While today’s marketing landscape has more powerful tools than ever for reaching and targeting your audience, there are also more distractions. This means that marketers need to be intentional and selective with where they spend their marketing resources, lest they fall prey to “shiny object syndrome”. In this episode, Dan shares valuable advice for how marketers can make their businesses more profitable by shaping their brand voice, being selective with their marketing efforts, and thinking like a customer.

Brionna Simons is an expert in Experiential and Multicultural marketing. She is currently the Senior Account Manager of Experiential marketing at On Board Experiential (https://www.obexp.com) She is passionate about delivering powerful brand experiences that are culturally relevant to their audience.Today, many brands are out of touch with their own audience. They market to them using brand strategies that don’t take their audience’s “lived experience” into account. This results in brand’s feeling tone-deaf to their audiences, rather than resonating with them on a deep level.More than ever, it is important for brands to invest in a truly multicultural perspective with their marketing efforts. This can include a brand’s hiring practices, focus grouping, social media algorithms, and more. In this episode, Brionna takes us on a deep dive of multicultural marketing and how brands can be authentic and empathetic with their audience.

Ryan Kerzner has had a long career in marketing in the luxury car rental industry. Today, he is the Director of Operations and Business Development at Black and White Car Rentals in Beverly Hills, CA (https://bwrentacar.com) His experience includes marketing strategy, customer services, business development, and sales. Ryan is passionate about the customer’s experience and developing the holy grail of marketing for his brands: word of mouth.With so many targeted and direct response tactics available to marketers today, many brands forget that word-of-mouth marketing can be the most powerful way to earn new customers.  Ryan believes that it’s essential that businesses create absolute fanatics about their products and services so that they tell others about their experience. This isn’t done by accident. It takes strategy and intentionality on the part of businesses to get your customer to repeat your brand messaging FOR you!In this episode, we dive deep into the various tried and true tactics that Ryan has utilized throughout his career to get your customers talking, both online and off.

Danielle Kidney is the founder of The Creative Pack (www.thecreativepack.com), an award-winning digital packaging agency in Los Angeles. In this episode, Danielle shares about her journey and discusses the importance of taking risks and choosing growth over comfort.Though every risk was difficult to take, each one brought Danielle closer to her vision for her life. Today Danielle is running a successful, award-winning branding & packaging agency called The Creative Pack. Her and her team are creating gorgeous designs and packaging for world-class CPG brands, and it’s all because of the risks she’s carefully taken at every stage.Why is risk taking important? How should you evaluate a risk? When do you know a risk is the right one to take? We’ll explore these questions and more, as well as hear Danielle’s for what makes excellent brand packaging, on this episode of the Digital Marketing Campfire!