118 - Cassandra Thurswell, Kitsch

In Ep. 127 of Earned, Conor sits down with Larissa Jensen, SVP and Global Beauty Industry Advisor at Circana. With more than two decades of experience in the beauty industry, Larissa shares how beauty standards have evolved in that time, and the pivotal role social media has played. We explore how the landscape is shifting from traditional department store dominance to a personalized digital marketplace for each consumer, before Larissa reveals the rise of “prejuvenation” trends among the youth. We then discuss the challenges brands face in today’s ever-changing market, and how social media analytics play a crucial role in brand performance. Switching gears, Larissa unpacks how Circana, born from NPD and IRI, provides insight into the connection between online buzz and sales. Larissa then lends her career advice, emphasizing the importance of curiosity and perseverance. To close the show, Larissa emphasizes the importance of finding joy in work—even the hard work!  In this episode, you’ll learn:  How focusing on value-driven purchases and understanding the shift in consumer behavior can redefine your brand's path to success. Why staying agile and keeping an ear to the ground for the next social media innovation is key to capturing emergent markets and demographics. How patience and authentic communication propelled Larissa's career, and how these skills can be transformative in the fast-paced beauty market. How patience and authentic communication propelled Larissa's career, and how these skills can be transformative in the fast-paced beauty market.   Resources: Circana - https://www.circana.com/   Connect with the Guest: Larissa’s LinkedIn - https://www.linkedin.com/in/larissajensen/   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In Ep. 126 of Earned, Conor sits down (again!) with Ashton Wall, co-founder of GateMaker Community and expert in all things creator economy. To start, we dive into how Ashton achieved her dream of owning her own B2B company, GateMaker Community—a brand-focused, performance-driven earned media agency built around the power of community. Ashton shares GateMaker’s greatest strength as a marketing agency, and how they’ve bridged the gap between the agency and brand teams. We then learn about Ashton’s partnership with her co-founder and “operational genius” Amelia Soohoo. Ashton reveals the biggest mistakes that brands make in their creator marketing programs,  as well as the strategies she’s seen lead to success. We explore how brands are shifting their product development processes, and Ashton shares why she believes creator marketing should be everybody’s job—from finance to engineering. Switching gears, Ashton shares what it was like to build a business from the ground up, and why she recruits younger professionals to her team. To close the show, Ashton lends us some career advice, before revealing why she decided to move to Paris.  In this episode, you’ll learn:  Why you should invest in long-term influencer partnerships over one-off content bursts to power sustainable brand growth. How to build a strategic budget for influencer marketing that balances gifting, events, and paid partnerships to maximize impact. Why a "human-first" philosophy in business translates to powerful influencer engagements and authentic brand narratives. Resources: GateMaker Community - https://gatemakercommunity.com/   Connect with the Guest: Ashton’s LinkedIn - https://www.linkedin.com/in/ashton-wall-marketing/   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In Ep. 125 of Earned, Conor sits down with Jackie Pimentel, Senior Director of Creators and Threads at trillion-dollar social networking conglomerate Meta. To start, we dive into the origin story of Facebook, and learn how our previously fragmented world has become increasingly more connected. Jackie shares why Meta keeps  users at the center of everything they do, and how that contributes to a constantly evolving platform. We then pivot to Reels, and Jackie reveals that they’ve grown to over two billion views per day. We dive into Meta’s newest platform—Threads—and hear how the team incorporated “FOMO” into the launch strategy. Jackie reveals the secrets to a successful product launch, and we discuss the diverse and vibrant communities that have grown within each of Meta’s platforms. We then explore Jackie’s own publishing journey, and hear how she found her authentic voice, before she praises creators for everything they do. To close the show, Jackie shares how she strives to live a balanced life as a leader and a mother. In this episode, you’ll learn:  How strategically balancing technology and human insight propelled the growth and evolution of Meta's product suite. How Meta leverages community feedback to drive successful product launches and increase user engagement. Why Meta encourages its users to embrace their humanness and share their authentic selves on social platforms.   Resources: Meta - https://about.meta.com/   Connect with the Guest: Jackie’s LinkedIn - https://www.linkedin.com/in/jackie-pim/   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 124 of Earned, Conor sits down with Courtney Shields, social media icon (with over 1M Instagram followers) and Co-founder of fast-growing beauty brand DIBS. To start, we dive into the ups and the downs of product creation, and learn the story behind two of DIBS Beauty’s most successful product launches. Courtney shares why she needs to feel 100% confident in a product before putting it out in the world, and how that only enhances the excitement of seeing DIBS “in the wild.” With over 10 years of experience in social media and a passion for beauty, Courtney explains how the idea for DIBS Beauty came out of understanding her community’s needs and wanting to create a solution for them. We unpack how Courtney built a loyal fanbase for DIBS Beauty in its early stages by finding people who truly love and use the brand organically, before hearing why the DIBS Beauty team focuses on the entire experience of the product to take the guesswork out of beauty. Next, Courtney reveals the secret to her success co-founding a brand as a creator, and how her personal experiences as a creator have helped inform DIBS Beauty’s influencer marketing strategy. We then dive into Courtney’s life as a creator and hear where her “line” is when it comes to sharing her personal life online. Courtney reveals her “evolve or die” mindset when it comes to ever-changing social media platforms, and how she approaches Instagram versus TikTok. To close the show, Courtney reminds us that what you see on social media is a packaged polished version of people, and that if you don’t like following someone—unfollow them!  In this episode, you’ll learn:  How balancing transparency and privacy in personal branding can foster an authentic connection with audiences without compromising personal boundaries. The importance of evolving content strategies across platforms, like shifting from Instagram to TikTok, to stay relevant and engaged with your community. The critical role of personal experiences in shaping a brand's narrative and product development, as seen through the creation of DIBS Beauty. Resources: Dibs - https://dibsbeauty.com/collections/all   Connect with the Guest: Courtney’s Website - https://courtneyshields.com/   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

Today not only marks Earned’s 123rd episode, but also its fourth birthday! To celebrate this milestone, Conor sits down with an esteemed guest: Michelle Crossan-Matos, Chief Marketing Officer of retail powerhouse Ulta Beauty. We kick off the episode by diving into what Michelle calls a “fabulous year of results and people.” While Michelle only joined the Ulta Beauty team one year ago, we learn that she’s had over a decade’s worth of experience in the beauty industry. We hear why Michelle believes Ulta has “a responsibility to change consumer’s lives,” before learning how the retailer is shaping beauty as a force for good, for all. Beyond her role as Chief Marketing Officer, Michelle shares that her other job—being a mother of two—is what gives her a bigger sense of purpose, before reflecting on the importance of finding happiness and joy in life—which also happens to be Ulta Beauty’s inherent mission. Switching gears, we discover that not only is Ulta the largest beauty chain in all 50 states with over 1,400 doors, it also boasts the largest loyalty program—with over 42 MILLION members in the U.S. alone. We unpack the challenges of being a multi-brand retailer with over 600 brands, and Michelle shares the advice she gives to brands hoping to earn a spot in Ulta’s doors. To close the show, Michelle talks about her own publishing journey before ending on the concept of energy—which clearly isn’t lacking from anyone in this episode! In this episode, you’ll learn:  The power of community engagement in loyalty programs and how community building is essential for driving brand success. The value of our core fundamental goals as humans to find happiness and joy, which leads into Ulta Beauty’s inherent mission to help people enjoy their lives. The importance of authentic leadership and how Michelle Crossan-Matos curates her energy to inspire, build confidence, and have fun, contributing to her success as a natural leader. Resources: Ulta Beauty - https://www.ulta.com/   Connect with the Guest: Michelle’s LinkedIn - https://www.linkedin.com/in/michellecrossantheweeklycmo   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ   Timestamps: [2:53] How Michelle and Ulta Beauty are planning on positively impacting the world [10:57] Challenges Michelle faces while managing Ulta Beauty [14:58] What encouraged Michelle and Ulta Beauty to start sending out newsletters [18:47] How Michelle effectively manages and uplifts her team at Ulta Beauty  

In Episode 122 of Earned, Conor sits down with Taylor Frankel, Co-Founder and Chief Brand Officer of Nudestix. To start, we dive into the founding story of Nudestix. Back in 2014, at the young age of 17, Taylor launched the brand in collaboration with her mother (Jenny Frankel) and sister (Ally Frankel) back in 2014. With a desire to create a product for those wanting “just enough” to feel more put together, the mother-daughter trio was armed with Jenny’s experience at beauty brand CoverFX. With Nudestix’s EMV surging 99% over the last four months, we learn about the data-driven strategy behind the brand’s growth—and Nudestix has utilized CreatorIQ to achieve this momentum. Next, we explore how Nudestix views relationship-building with creators, and how being community-driven has gotten the brand to where it is today. Taylor speaks to her personal goals as a founder, and how even as a public face of the company, she still finds balance when it comes to sharing her content. By enforcing boundaries, Taylor has built and maintained her own following, sharing some of the day-to-day tasks she performs as a founder and what it takes to build a business. We then learn about how Nudestix formed partnerships with high-profile celebrities such as Hillary Duff and Sophia Ritchie Grange, and how these partners truly immersed themselves in the success of the business. Between the virality of Sophia’s wedding and the collaboration that Hillary inspired, Taylor praises both partners for their investment in the brand from the start. Taylor then lets us in on Nudestix’s entry strategy for the skincare and bodycare categories, which includes making sure that each line has its individualized moment. To close the show, Taylor and Conor chat about their email inbox numbers, and the goal to have it at zero each day—which reminds me…. In this episode, you’ll learn:  1. How embracing viral moments can catalyze long-term brand growth and deeper community engagement. 2. How Nudestix leverages their social media community to drive product innovation and maintain a dialogue with consumers, reinforcing trust and loyalty. 3. The balance of personal branding and privacy with Taylor's candid discussion on the intersection of the founders' identity with the brand narrative in the digital age.   Resources: NUDESTIX - https://www.nudestix.com/   Connect with the Guest: Taylor’s LinkedIn - https://www.linkedin.com/in/taylor-frankel-0ab0b5102/?originalSubdomain=ca   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ   Timestamps: [5:31] Challenges Taylor faced in the initial stages of NUDESTIX [15:02] The viral wedding look and revenue growth [20:00] What led NUDESTIX into skincare [25:03] How Taylor balances her personal and professional lives [30:01] Strategies NUDESTIX employs to build and maintain trust within their community  

In Ep. 121 of Earned, Conor sits down with Chris Ruder, CEO of Spikeball—the world’s largest supplier of roundnet equipment. To start, we dive into the background of Spikeball, which originally launched in 1989, before learning how Chris revived the name in 2004. With his original job being a sales position at Microsoft, Chris shares that he had no idea what steps to take, but that inspiration struck after seeing the game on a family vacation. Next, we explore the journey of building up to the re-launch, and how Chris was able to use his resources to create the product we know as Spikeball. Chris speaks to how he balanced running the Spikeball brand while simultaneously working his corporate job, and claims that the energizing work he did on Spikeball was what kept him going. We discuss what Chris loved about having the autonomy to build a consumer-forward brand, and how it led to feeling fulfilled in his career. By following the community of Spikeball players and monitoring what they’re asking for, Chris empowered a group of avid-roundnet players into a loyal fanbase itching to participate in tournaments. We then learn how Spikeball has maintained its focus on its competitive community while also maintaining the balance of making “at-home players” feel valued. Between the way Spikeball motivates its customer service to treat players as friends, the ‘Spikeballer of the week newsletter,’ and its social media strategy, Spikeball is always chasing the idea of being fully human. To close the show, Chris shares his own level of skill at the game, and how much he admires those who dedicate themselves to the craft.    In this episode, you will learn:  The importance of balancing engagement between niche communities and broader markets.  The power of humanizing your brand by blending humor and relatability to foster strong customer connections. The value of community investment and how Chris's distribution of free Spikeball sets led to both grassroots growth and brand loyalty. Resources: Spikeball - https://spikeball.com/   Connect with the Guest: Chris’s LinkedIn - https://www.linkedin.com/in/chrisruder/   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ   Timestamps: [4:01] How Chris initially approached marketing and distribution for Spikeball [14:46] How Chris balanced the needs of competitive players with those who play Spikeball casually [25:01] How Spikeball infiltrated niche groups, like Christian youth organizations [35:31] The importance of brand protection and becoming a proprietary eponym  

For Ep. 120 of Earned, we decided to spice things up. Conor sits down with Alex Rawitz, CreatorIQ’s own Director of Research & Insights, and author of the renowned newsletter, “How to Build Brands and Influence People.” Conor puts Alex in the hot seat by tackling the famed Hot Ones challenge, wherein they both eat progressively spicier chicken wings throughout the interview. To start the show, we dive into Alex’s background, and learn why the New York native turned Stanford graduate decided to join a little-known influencer marketing tech company called Tribe Dynamics back in 2016. The pair reminisce about what it was like to be in the center of a then-nascent industry, and how it’s since turned into a thriving creator economy. We take a step back and explore Alex’s passion for reading, and learn more about how he uses writing as a way of processing the world around him. Next, we talk HBBIP: what it is, why it started, and why it’s been so successful since its launch. Alex berates Conor for not finishing his chicken wings, then shares the tried-and-true strategies and patterns he’s observed among successful brands over his last eight years researching the industry. We hear about the latest brands that are doing influencer marketing right—from Raising Cane’s to Balenciaga—before unpacking the evolution of the influencer marketing space since Alex first joined in 2016. To close the show, Alex shares his predictions for the future of the creator economy, then tries the hottest wing in the lineup—The Last Dab—as he unveils a special announcement. In this episode, you will learn:  How the influencer marketing space has evolved since Alex joined the industry in 2016, and where he thinks its headed next. Alex's process for researching and writing his "How to Build Brands and Influence People" newsletter (and why we're turning it into his own podcast!). Who has the higher spice tolerance: Conor or Alex. If you'd prefer to watch this interview, check out the interview on YouTube: https://youtu.be/6kdo_Je90nM  Resources: "How to Build Brands and Influence People" Newsletter - https://www.creatoriq.com/newsletter-sign-up   Connect with the Guest: Alex’s LinkedIn - https://www.linkedin.com/in/alex-rawitz-1a8353b2/  Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 119 of Earned, Conor sits down with Kyle Leahy, CEO of Glossier—the skin first, makeup second, multi-generational brand that generated nearly $300M in retail sales last year. To start, we dive into Kyle’s philosophy to “work hard and be nice to people,” which has guided her through not only her professional career, but her personal life as well. With Glossier's impressive revenue in 2023, we learn about the strategy behind the rapid growth that has led to the brand’s massive comeback success. Next, we explore how Kyle works with Emily Weiss (Glossier’s founder) to propel the company forward, chasing their 100-year trajectory of becoming a “generation-defining” brand. Kyle speaks to Glossier’s entirely female executive team, and how proud she is to work with such accomplished and driven women with notable experiences at companies such as Conde Nast, L’Oreal, Stripe, Snapped, and Chanel. We discuss what makes Glossier uniquely Glossier, and Kyle shares that the idea of continuity for the brand is what excites her the most. By keeping strategy at the forefront of everything they do, Kyle describes the brand’s employees as a “mosaic of talent” who are empowered to “run in the same direction, to the same north star.” We learn about how Glossier has worked to genuinely meet their community where they’re at, generating immense success with creators. Between growing up on Instagram, their 2.7 billion mentions of “#glossier,” and viral moments on TikTok, Kyle walks us through how Glossier built the muscle to react and respond, organically. Kyle then lets us in on Glossier’s intentions behind the brand’s recent entrance to beauty retail giant Sephora. To close the show, Kyle shares how, as a mom, unique experiences fill her cup while she works to build a world that her little ones will enjoy.  In this episode, you will learn:  The art of balancing creativity with analytical thinking to foster brand authenticity and community-driven success. The pivotal role of intentional influencer partnerships in creating viral brand moments and genuine audience engagement on platforms like TikTok. The significance of customer-driven decisions in retail expansion and how it can lead to a halo effect on a brand's own channels.   Resources: Glossier - https://life.glossier.com/   Connect with the Guest: Kyle’s LinkedIn - https://www.linkedin.com/in/kyle-leahy-7898844/   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In Ep. 118 of Earned, Conor sits down with Cassandra Thurswell, founder and CEO of Instagram’s favorite haircare brand, Kitsch. (Use code “EARNED20” at checkout for 20% off Kitsch products!) We start by hearing Cassandra’s journey to launching Kitsch, including the sacrifices she had to make to fund the business. Cassandra explains how building the brand was like “building the plane in the air,” and why she listened to her customers’ feedback to continue to improve her products. Next, we learn Kitsch’s strategies for entering the retail space, starting with specialty stores before launching in Ulta. Cassandra emphasizes how the product should be able to sell itself on the shelf with educational, tactile, and aesthetic packaging. We then hear how the pandemic forced Kitsch to build up its digital channels and communities, before unpacking the factors behind the brand’s 2023 surge in EMV. Cassandra shares the success of Kitsch’s expansive product line, which helps consumers throughout their entire day, and how the brand’s licensing collaborations have helped Kitsch reach a new audience through common interests, like Harry Potter. We dig into Kitsch’s thriving Facebook community of over 40k members, and hear why the platform has been so valuable in connecting with the brand’s passionate fans. To close the show, Cassandra reveals why she was born to be an entrepreneur, and how she deals with the pressures of having to have great hair. In this episode, you will learn:  The importance of listening to customer feedback when building out your brand. Kitsch's strategies for successfully entering the retail space. How thoughtful licensing collaborations have helped Kitsch reach a new audience through common interests. Resources: Kitsch - https://www.mykitsch.com/  (Use code "EARNED20" at checkout for 20% off Kitsch products!) Connect with the Guest: Cassandra’s LinkedIn - https://www.linkedin.com/in/cassandra-thurswell/ Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ