A Message from Conor
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As the Earned podcast takes a summer break (we'll be back on July 21st!), Conor reflects back on the learnings and milestones from the last 29 episodes.
Mais episódios de "Earned: Strategies and Success Stories From the Best in Beauty + Fashion"
39 - Susan Kim, Kopari Beauty
50:42
In Ep. 39 of Earned, Conor sits down with a true industry titan: Susan Kim. Now the CEO of fast-growing, coconut-powered skincare brand Kopari Beauty, Susan previously led the marketing divisions of influencer-favorite brands Huda Beauty and Benefit Cosmetics. We start by learning about Kopari’s focus for 2022, and Susan shares why she’s prioritizing top-of-funnel brand awareness and articulating the brand’s DNA. We then dive into Susan’s global marketing experience at Benefit, hearing how it helped shape her approach to the diverse U.S. market. Next, we discuss Susan’s time at Huda Beauty, and she emphasizes the importance of understanding your community. Circling back to Kopari, Susan reveals the key opportunities that have contributed to the brand’s impressive growth. We explore Kopari’s strategies for driving organic awareness, and Susan explains why brands must build a strong foundation prior to testing out different tactics, before sharing her thoughts on traditional advertising. Finally, we hear about Susan’s authentic leadership style, and close the show by unpacking Kopari’s sustainability-focused rebrand.38 - Angelic Vendette, Alo Yoga
40:41
In Ep. 38 of Earned, Conor sits down with Angelic Vendette, VP of Marketing at influencer-favorite activewear brand Alo Yoga. We begin by walking through Angelic’s impressive career journey, from her time at Holt Renfrew, to starting and selling her own digital marketing agency, to leading marketing teams at Sephora, Dolby, and Stitch Fix, before landing her dream role at Alo Yoga. We learn what drew Angelic to the brand, and how Alo Yoga’s “highly entrepreneurial” and “purpose-driven” business philosophy spells success on- and offline. Next, we dive into Alo Yoga’s influencer marketing strategies and organic approach to relationship-building—one that’s inspired partnerships with A-list celebrities like Kendall Jenner and Hailey Bieber. We also hear how Alo Yoga unites its community through global events (nearly 90 a month!), and discuss the importance of investing in brand-building—without expecting immediate ROI—to fuel sustainable growth.Não percas um episódio de “Earned: Strategies and Success Stories From the Best in Beauty + Fashion” e subscrevê-lo na aplicação GetPodcast.
37 - Steve Lesnard, The North Face & Nike
55:52
In Ep. 37 of Earned, Conor sits down with an expert on brand building and outdoor apparel: Steve Lesnard. Now the Chief Brand Officer at Sephora, Steve previously served as the CMO and Global VP of Product Creation at The North Face, and Global VP and GM of Nike's Running division. We first hear how The North Face adapted its practices and culture to prioritize employee well-being throughout the COVID-19 pandemic. Next, we dive into Steve’s 20-year career at Nike, learning what he believes contributes to the brand’s impressive staying power and how he helped grow the business by 10x. Steve details his experience leading Nike’s Olympic and Running divisions, and unpacks how launching the Nike+ app helped the brand better understand consumer behavior to drive product innovation. We then switch gears to brand collaborations, and Steve explains why the unexpected The North Face x Gucci team-up worked so well. Finally, we discuss influencer marketing via athletes, before closing the show with Steve’s approach to leadership.36 - Sandrine Crener de Schutter, Harvard Business School
1:07:59
In Ep. 36 of Earned, Conor sits down with Sandrine Crener de Schutter, program director at Harvard Business School and expert in all things luxury marketing. We start the episode by diving into the challenges and advantages of online teaching and remote learning, and hear why Sandrine believes virtual instruction can facilitate more individualized learning models for different types of students. Sandrine then shares where her passion for education came from, and describes how she helped rebuild and rebrand the International University of Monaco, which soon ranked among the top MBA programs in Europe. We switch gears to ask Sandrine, a luxury marketing professor at Harvard, what her definition of luxury is, before exploring how prominent cultural differences, and the rise of influencers and social media, have shaped global luxury marketing. Finally, Sandrine offers key insights from her case study on Supreme’s marketing strategy, and we close the show by discussing how brands can break into China—the world’s largest luxury market.35 - Soyoung Kang, EOS
51:50
In Episode 35 of Earned, Conor sits down with Soyoung Kang, CMO of TikTok’s favorite brand, EOS. We start the episode by diving into the origins of the brand’s unfiltered “Bless Your F-ing Cooch” shaving cream collaboration with TikTok creator Carly Joy (@killljoyy), which went viral and doubled EOS’ business practically overnight. We then take a step back to hear about Soyoung’s impressive background (she received her undergraduate degree from MIT, and MBA from Wharton), and she shares key takeaways from her leadership roles at L Brands, Victoria’s Secret, and Bath & Body Works. We discuss how mass brands like EOS are disrupting traditionally replenishment-driven product categories by creating desire and inspiration for consumers, before unpacking Soyoung’s own leadership philosophies. Finally, we explore EOS’ winning TikTok marketing strategies, including Soyoung’s diversified approach to working with content creators.34 - Igor Vaks, CreatorIQ
34:45
In today’s very special episode, Conor sits down with Igor Vaks, founder and CEO of influencer marketing platform CreatorIQ, to share some exciting news. We’re thrilled to announce the new global combination of CreatorIQ and Tribe Dynamics, bringing together the best in the business in influencer marketing, performance management, advanced analytics and benchmarking solutions, and creating the definitive platform leader for the creator economy. Listen to the episode to learn how this powerhouse partnership came to be, and where we’re heading next—together.33 - Adeline Leong, Kosas
52:32
In Ep. 33 of Earned, Conor sits down with Adeline Leong, CMO of fast-growing clean makeup brand Kosas. We start the episode by exploring Adeline’s own professional journey, and learn why she decided to pursue a career in the beauty industry. We then dive into the differences between working at large, established companies and smaller, up-and-coming brands, and Adeline shares advice for how young brands can best position themselves for sustainable growth. We learn why Adeline is a “huge believer” in product sampling, before she explains the origins (and results!) of Kosas’ innovative, new “Tryouts” sampling program. Next, we switch gears to recruiting, and discuss Adeline’s strategies for bringing in fresh talent, before she shouts out the beauty industry leaders from whom she’s learned the most. Finally, we close the show by unpacking Adeline’s organic and authentic approach to influencer marketing—a philosophy that spelled stand-out success first for Tatcha, and now for Kosas. Register for our virtual Earned Summit 3.0 here: https://www.accelevents.com/e/earned-summit?aff=podcast To learn more about how Tribe Dynamics' influencer marketing analytics platform can help you understand your influencer community and supercharge your influencer marketing program, visit our website: https://hubs.la/H0VRsrD032 - Robert Triefus, Gucci
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In Episode 32 of Earned, Conor sits down with Robert Triefus, CMO of iconic, top-ranking luxury fashion brand Gucci. We start the episode by learning how Gucci has embraced digital to expand and engage its community, and Robert shares a few ways the brand leverages technology to enhance and personalize the customer experience. We then dive into Gucci’s investment in the gaming industry, with Robert unpacking the “increasing intersection between gaming and fashion today.” We hear why Gucci creative director Alessandro Michele champions co-creativity and collaboration in his work, before switching gears to Robert’s impressive career trajectory, as he explains how he found his way into the luxury fashion world. Next, we discuss Gucci CEO Marco Bizzarri’s leadership style, and why he prioritizes inclusivity. Finally, we explore Gucci’s organic approach to working with content creators, and get a primer on influencer marketing in China—luxury fashion’s largest market. Register for our virtual Earned Summit 3.0 here: https://www.accelevents.com/e/earned-summit?aff=podcast To learn more about how Tribe Dynamics' influencer marketing analytics platform can help you understand your influencer community and supercharge your influencer marketing program, visit our website: https://hubs.la/H0VRsrD031 - Amy Martin, P.volve
39:50
In Episode 31 of Earned, Conor sits down with Amy Martin, head of marketing at the fast-growing functional fitness company P.volve. We start the episode by unpacking P.volve’s growth, and hear how the omnichannel brand was well-positioned to weather the COVID-19 pandemic with its at-home training equipment and virtual classes. We dive into P.volve’s functional movement methodology and “no injury” promise, and learn how the brand addresses a “massive gap” in the fitness market by accommodating people dealing with pain and prior injuries. Amy then walks us through her impressive career path—from PR and advertising agencies, to a billion-dollar pharmaceutical company, to non-profit organizations, to VC and startups—before eventually joining the P.volve team as the head of marketing in 2018. She outlines P.volve’s ambitious launch plan, and shares how the brand’s co-founder Rachel Katzman changed her “entire perception on fitness.” We end the show by discussing P.volve’s influencer marketing philosophies, including why the brand only works with influencers who believe in its functional movement methodology.30 - Julian Reis, SuperOrdinary
42:02
For Earned’s 30th episode, Conor sits down with Julian Reis, founder and CEO of SuperOrdinary: the beauty incubator and global growth partner helping popular U.S. brands break into the Chinese market. We start by discussing the challenges foreign brands encounter competing with domestic brands in China, and which Chinese brands to look out for. Julian then explains the recent changes in China’s animal testing regulations—and what they mean for brands looking to enter the market—before walking us through the cross-border process. Next, we take a step back to hear about Julian’s entrepreneurial career journey, and what inspired him to found SuperOrdinary, as well as some of the mistakes he made when building a business in a foreign market without local experience. We chat about the Chinese commerce and social platforms we need to be aware of, before diving into the phenomenon of livestreaming, and whether or not it will gain steam in the U.S. Finally, we learn how SuperOrdinary strategically works with over 40k Chinese KOLs (Key Opinion Leaders), and Julian reveals the most common misconceptions brands have about the KOL landscape and influencer marketing in China.
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