Earned: Unlocking the Power of the Creator Economy

In Ep. 61 of Earned, we sit down with beauty industry veteran Catherine Gore, Global Brand President of sustainable skin and hair brands Biossance and JVN Hair (yes, as in Jonathan Van Ness, professional hairstylist and star of Queer Eye). We start the episode by unpacking the key areas of focus that help Catherine scale a brand, before learning why she prioritizes building a positive, supportive team culture. We then explore the interplay between a brand's DTC and retail footprints, and Catherine reveals why there's "no replacement" for either. Next, we take a step back and hear why Catherine decided to pivot away from the LVMH corporation and enter the indie beauty world, before discussing best practices for launching celebrity-founded brands. Finally, Catherine emphasizes why "connection is key" when it comes to successful influencer marketing, and closes the show with advice to young professionals looking to achieve a similar path to success.

For our 60th episode of Earned, we're bringing you a titan of the retail industry: Craig Brommers. Craig is currently the CMO of Gen Z-favorite apparel brand American Eagle Outfitters, but his previous work experience spans across iconic brands like Calvin Klein, Gap, Abercrombie & Fitch, and Speedo. We start the interview by learning how American Eagle has navigated shifting momentum around legacy social platforms following the rise of TikTok. Craig also shares why the brand is investing in another Gen Z-favorite platform: Snapchat. We then hear Craig's take on augmented reality, and why he thinks it will become a key way to provide unique retail experiences. Next, we ask Craig what qualities he's consistently observed about iconic brands that help them stand the test of time, before switching gears to the future of retail in today's digital world. We then dive back into TikTok, and Craig emphasizes that brands looking to make a splash on the creator-led platform need a "creator-first" approach. To close the show, Craig gives sage advice to those looking to grow their career.

In Ep. 59 of Earned, Conor sits down with Megan Streeter, CMO of customizable haircare brand Prose, which achieved $100 million in revenue in its first five years. To start the episode, Megan unpacks her long career in the beauty industry, which spans from corporate giants L'Oréal and Estée Lauder to independent, direct-to-consumer haircare brands like DevaCurl and now Prose. We learn why Megan was interested in working in the haircare space, and what Prose has taught her about not only haircare, but also DTC strategy and distribution, product personalization, and digital tech. Megan then explains how Prose's mission to deliver personalized products that addressed people's unique needs attracted her to the brand, and how its product customization helps Prose build one-on-one, sustainable relationships with its consumers. Next, Megan shares why it was important to her to start investing in influencers early on, and how her influencer marketing philosophies have evolved over time, before ending the show by revealing the characteristics that she thinks make for a good CMO.

Today's episode of Earned might sound a bit different…that's because it is! This week, we wanted to share Conor's conversation with BeautyMatter founder and CEO Kelly Kovack from her own podcast, "It's a Matter of…" This time, it's a matter of "Earned." To start the show, Conor shares the origin story for Tribe Dynamics, which he co-founded nearly a decade ago at the forefront of the influencer marketing boom. Kelly and Conor reflect on how the space has accelerated since then to become a $100 billion industry, and Conor unpacks a few of the "new rules" governing the relationships between brands, creators, and social media platforms. Conor also offers advice to small brand startups around building successful, sustainable influencer marketing programs. Kelly and Conor then explore how influencer marketing has shifted from a side task for interns to a sophisticated area of focus for many brands, and Conor reveals the most important influencer KPIs brands should be measuring. The pair also discuss TikTok's takeover, and how other social platforms are attempting to compete. To end the show, Conor shares the influencer marketing trends currently on his radar, and gives his thoughts on the metaverse.

In Episode 58 of Earned, Conor sits down with beauty investor Rich Gersten, co-founder and Managing Partner of beauty-focused growth fund (and newly announced Tribe Dynamics partner) True Beauty Ventures. To start the episode, Rich walks us through his career trajectory, unpacking his transition from private equity to venture capital, before explaining how he wound up investing exclusively in beauty brands. We then learn why he founded True Beauty Ventures at the end of 2019 to provide capital and guidance to smaller beauty businesses. Next, Rich shines a light on the qualities that distinguish a successful investor, emphasizing that the investment business is all about pattern recognition, so specialization is key. We also hear which characteristics of effective brand founders make Rich keen to invest, before learning about the metrics and KPIs that he values most. To close the show, Rich shares the knowledge he gained from investments that didn't turn out as expected, and how those takeaways have informed True Beauty Ventures' brand mentorship program.

In Episode 57 of Earned, we sit down with Jake Danehy, co-founder and CEO of sustainable beachwear brand Fair Harbor. To start the episode, we dive into how Jake and his sister/co-founder Caroline conceived the idea for Fair Harbor—named after their hometown on Fire Island—while in college, after learning about how plastic bottles can be converted into yarn. We learn how the brand generated the majority of its early revenue from trunk shows, and how consumer insights from these events inspired Fair Harbor's anti-chafe, meshless lining for its hero boardshorts (made almost entirely of upcycled plastic). Jake reveals how the clothing brand has seen unexpected advertising success from radio,TV, and even beachfront plane banners, before explaining why it was important for Fair Harbor to become a B Corp. We hear why Jake's sister Caroline was the perfect co-founder, and Jake shares why he believes the two are the right pair to move the brand closer to their ultimate goal: becoming the next iconic American heritage brand.

In Ep. 56 of Earned, we sit down with Jeff Lee, co-founder and CEO of DIBS ("Desert Island Beauty Status"), the beauty brand created in partnership with star influencer Courtney Shields. We start by unpacking Jeff's many noteworthy accomplishments, including earning his MBA at Stanford and his law degree at Yale, coaching several successful Miss Universe pageant contestants, visiting every Equinox gym across the world, and serving as COO for former MLB shortstop Alex Rodriguez's A-Rod Corp investment firm—all before launching DIBS Beauty. Jeff reveals how he manages and prioritizes his time to allow him to invest in his varied pursuits, before explaining why he decided to transition from attorney to brand operator. We dive into his time at A-Rod Corp, and hear how he got the job (despite not knowing who A-Rod was), as well as the team-building learnings he took away with him. Jeff then shares why he thinks following your passion is the "worst career advice," and why you should instead pursue your "superpower." Next, we discuss how DIBS Beauty came to be, and the key factors contributing to the brand's rapid growth, before closing the show by learning Jeff's guiding principles that help him navigate challenging times.

In Ep. 55 of Earned, we sit down with Dan Reich—entrepreneur, investor, and co-founder of top-ranking, probiotic-powered skincare brand TULA. We start the episode by diving into Dan's entrepreneurial trajectory, beginning with his first company in high school, to co-founding software companies Spinback and Troops, both of which were acquired by Salesforce, to launching TULA with Ken Landis and Dr. Roshini Raj. We learn why Dan decided to hire an outside CEO for TULA, and what made both Julia Straus (now the CEO of Sweaty Betty) and current leader Savannah Sachs the best fits for the role. Dan then shares the rationale behind TULA's influencer marketing philosophies and approach, explaining why the brand looked beyond the traditional beauty influencer to drive momentum. We unpack the differences between the influencer relationships that worked well for TULA versus those that didn't, and Dan emphasizes the importance of building long-lasting, mutually beneficial partnerships. To close the show, we discuss the evolution of the social media landscape, and Dan reiterates why word-of-mouth marketing, a tactic as old as time, is only going to continue to accelerate.

On Ep. 54 of Earned, we spoke to Doug Jensen, SVP of Go-to-Market Analytics & Activation for the Estée Lauder Companies (ELC). We start the episode by unpacking what Doug's analytics-focused role entails, and learn more about his path from statistical analyst to business consultant to beauty analytics expert. We then explore how Doug leverages an industry technique called "marketing mix modeling" to understand the impact that various marketing tactics have on ELC's sales, search, and traffic. Doug explains how measuring all parts of the marketing funnel can help prove a strong relationship between influencer marketing and sales. From there, we dive deeper into the effect that content creators and social media have on consumer sales, before discussing ELC's viral TikTok campaigns and learnings from the platform. To close the show, Doug emphasizes how his job is not measurement for the sake of measurement, but rather measurement in service of an outcome: brands and marketers making better decisions.

In Episode 53 of Earned, Conor sits down with skincare veteran Susan Yara, powerhouse YouTuber and co-founder of ingredient-focused skincare line NATURIUM. We start the episode by diving into Susan's career path, from her stint as a broadcast news reporter to her time as an online beauty editor. After recapping these experiences, Susan shares why she decided to transition to launching her own beauty-focused YouTube channel, Mixed Makeup. Susan reveals how the name represents her unique perspective as a half Latina, half Korean woman, and explains why she wanted to focus her channel on skincare concerns for women aged 25-40. Susan also gives advice for building and growing a community by creating valuable content that people can learn from and connect with. Additionally, we discuss the importance of mastering one social media platform rather than spreading your efforts too thin across them all, and why building a passionate community spurs longevity for your career. We then switch gears to NATURIUM, and Susan emphasizes how having a team of industry veterans has helped the brand navigate the pandemic and recent supply chain issues. Finally, Susan shares why she believes it's a mistake to focus on creating viral products, before explaining why NATURIUM prioritizes relationships with micro-influencers.

In Ep. 52 of Earned, Conor sits down with fellow B2B social media marketing software leader Thomas Rankin, co-founder and CEO of Dash Hudson. To start the episode, Thomas explains how Dash Hudson puts creative at the center of everything they do, as well as how the brand helps its clients understand which creative will perform well and deepen consumer relationships. Thomas reveals that Dash Hudson was originally created to be a consumer shopping app, then shares why the company ultimately pivoted its focus, along with the key learnings that contributed to its success today. We learn how Thomas determined Dash Hudson's ICP, and hear how he "hustled" to cut through the noise and acquire the company's first set of customers. Switching gears, Thomas details the winning creative strategies that today's top brands are using to produce impactful owned media across their channels. To close the show, we talk about TikTok, and Thomas previews the innovative features that Dash Hudson is rolling out to help brands optimize their performance on the platform.

In Ep. 51 of Earned, we sit down with Wall Street wizard Stephanie Wissink, Managing Director at global investment bank Jefferies. Stephanie answers all of our burning questions about the state of the market right now, including: are we entering a recession? And if so, how will that impact consumer behavior, and what will that mean for brands? From there, we explore how companies have responded to market volatility in the past, and Stephanie walks us through the changing state of the economy from pre-pandemic to today. Next, we unpack the three biggest impacts the pandemic had on consumers and the markets, before diving into one of today's top concerns: inflation. Stephanie shares how COVID-19, supply chain issues, and the war in Ukraine have disrupted the global economy and impacted consumer spending, leaving brands and businesses in an unexpected state of recalibration. Finally, we switch gears to the proliferation of social media platforms, and close the show by discussing the industries and verticals where influencer marketing has had the greatest impact.

It's our 50th episode of Earned! Today we're sitting down with David Chung, founder of Farmacy Beauty and CEO of innovation and manufacturing company iLABS. To start the episode, David walks us through his impressive entrepreneurial journey, and we hear how his frustrations with third-party contract manufacturers led him to launch OEM and ODM manufacturing company Englewood LAB. David then shares why he wanted to shift his focus to brand building with the launch of Farmacy Beauty, before revealing the challenges that led him to launch innovation-focused, full-service manufacturing company iLABS. We then discuss the importance of building strong relationships both personally and professionally, and David explains why he values a company's reputation over revenue. Next, we talk about the factors that contributed to the success of Farmacy Beauty, a brand at the forefront of the clean beauty movement which was recently acquired by P&G. We then dive into iLABS, with David sharing how it's different from Englewood LAB, and why the focus is on R&D and innovation and helping small businesses grow. To close the show, we talk about the brands David has in incubation right now, and where he's seeing pockets of demand and opportunity in the space. To show our thanks for your support over the last 50 episodes, we're giving away $100 to 50 listeners! Click here to enter the raffle: https://www.tribedynamics.com/earned-influencer-marketing-podcast-50th-episode-celebration

In Episode 49 of Earned, Conor sits down with Shai Eisenman, founder and CEO of the affordable, Gen Z-tailored skincare brand Bubble. We start by discussing the challenges of launching and scaling a business during the pandemic, and hear why Shai was inspired to disrupt the outdated mass skincare market and create a brand catering to today's teens. Shai then explains how every decision the brand makes is rooted in research, and how Bubble invited over 10,000 teens and Gen Zers to provide insight and feedback about their product and shopping preferences. We explore how the brand's mission to educate Gen Z consumers—without pushing products—inspired the creation of Bubble's "Skin School," and helped foster more genuine connection among its community. We then take a step back to discuss Shai's background, learning why she decided to attend university at 15 and graduate at 18, and how playing chess professionally was a hugely formative experience that contributed to her business savvy. Next, Shai reveals how she learned that every assumption she had about Gen Z was wrong, and why it became her top priority to listen to these young consumers and understand their unique needs in order to create the best possible brand for them. To close the show, we hear why Bubble entered a retail partnership with Walmart while still nurturing its community through DTC.

In Episode 48 of Earned, Conor sits down with Daniel Landver, CEO of influencer-brand incubator Digital Brand Products (DBP). To start the episode, Daniel shares which creator brand launches he's most excited about, and reveals that DBP's 50 brands at market are expected to achieve $250 million in retail sales this year. Daniel then breaks down what separates a $50 million brand from a $1 million brand, and provides a closer look into how DBP works with creators on brand operations, licensing, and partnerships. Next, we learn why the growing (yet largely unrecognized) power of the creator economy inspired Daniel to start DBP in 2015 as a division of influencer management company Digital Brand Architects. From there, we discuss how COVID-19 impacted the future of brand-retailer partnerships, and Daniel emphasizes the importance of an omnichannel approach. To close the show, Daniel shares the advice he gives creators who are considering launching their own brands, and reveals whether he thinks we've hit a saturation point with creator and celebrity brands.

In Ep. 47 of Earned, Conor sits down with Ju Rhyu, co-founder and CEO of Hero Cosmetics, an acne-focused skincare brand that achieved $100 million in revenue last year. We start the episode by learning how running Hero Cosmetics today differs from when Ju launched the brand four years ago, and Ju shares why she says no to a lot more opportunities that come her way. We then hear why Hero Cosmetics launched on Amazon with only one SKU, and how Ju went on to build a successful business on the platform. Next, we take a step back to explore Ju's career journey: from earning her MBA at Columbia, to her time working at Kraft, Samsung, and American Express, to starting Hero Cosmetics. We discuss how Hero Cosmetics focuses heavily on earned media, including building relationships with publications and influencers to drive brand awareness. To close the show, Ju shares the "game-changing" advice she received that fueled her extremely intentional product development and distribution strategies.

In Episode 46 of Earned, we sit down with a true industry leader: JuE Wong, CEO of Olaplex, a top-ranking haircare brand valued at $15 billion. We start the episode with JuE sharing her general leadership philosophies, as well as how her leadership style has evolved since her first executive role. We then explore the investments that JuE made when she joined Olaplex in January of 2020 that helped accelerate the brand's growth, before hearing how the company maintained its culture after quadrupling in size over the following two years. Next, JuE emphasizes the importance of omnichannel synergy between retail, professional, and DTC, and we learn how Olaplex supported its professional hairstylist community during the COVID shutdowns. Switching gears, we hear why JuE, who grew up in Singapore, wanted to move to the US, before JuE opens up about how the passing of her husband made her a more empathetic leader. To close the show, JuE shares how she wants to use her professional influence in the industry for good.

In Episode 45 of Earned, Conor sits down with April Gargiulo, founder and CEO of nutrient-powered luxury skincare brand Vintner's Daughter. We start the episode by learning why April, whose family owns the renowned Gargiulo Vineyards in Napa Valley, California, applies the same principles of quality and craftsmanship principles at the heart of winemaking to Vintner's Daughter, as evidenced by the brand's limited product range. April reveals how her disappointment in product quality from "luxury" skincare brands led her to create Vintner's Daughter, and explains why she follows her own skincare playbook. We also discuss how April creates a healthy work-life balance, as she shares how her goals are not to build a "scale-and-sale" company, but a brand that positively impacts consumers' skin and lives. Next, we learn about Vintner's Daughter's years-long proprietary product development process, then close the show with April's philosophies for driving organic word-of-mouth brand awareness.

In Episode 44 of Earned, Conor sits down with Somer Tejwani, VP of Global Marketing at powerhouse beauty brand Too Faced. We start by discussing Somer's long tenure at Too Faced, and hear how the brand's great products—and savvy influencer strategy—played major roles in Too Faced's $1.4B acquisition by Estée Lauder in 2016. We then dive into Too Faced's influencer marketing playbook, as Somer shares the brand's authentic approach to influencer collaborations. Switching gears to leadership philosophies, Somer explains why she prioritizes being tuned-in and involved with her team. We also explore Too Faced's approach to TikTok, and hear how the platform has sparked renewed interest in the brand's legacy products. Finally, we close the show with Too Faced's top three influencer marketing strategies, and learn how the brand's tactics for engaging influencers have evolved over time.

In Episode 43 of Earned, Conor sits down with industry legend Janet Gurwitch—founder and former CEO of Laura Mercier Cosmetics, and operating partner at Advent International. Additionally, Janet has invested in many popular brands, and currently serves on the board of directors for Olaplex, Drybar, and the Houston Astros. We start the episode by discussing Advent's acquisition of Laura Mercier (along with BareMinerals and Buxom), as Janet shares the unique experience of reacquiring her own brand. We then take a step back to explore Janet's extensive career in retail, learning how she worked her way up to Executive Vice President of Neiman Marcus, as well as how the then-unprecedented success of indie beauty brand Bobbi Brown inspired her to create Laura Mercier Cosmetics. Next, Janet reveals the qualities she looks for when investing in a brand, and the approach she takes when serving on a brand's board of directors. We then unpack the factors that contributed to Olaplex's success, and learn how Janet got involved with the Houston Astros. To close the show, Janet gives advice to aspiring entrepreneurs.

In Episode 42 of Earned, Conor sits down with Robert Zajac, the SVP of Global Brand Marketing & Experience for Hollister, Gilly Hicks, and Social Tourist, with previous experience leading marketing teams at ESPN and Nike. We start the episode by discussing how Robert joined Hollister at the start of the pandemic, and learn how the brand pivoted to digital practically overnight. Robert explains how Hollister's Gen Z focus lent itself well to the shift, sharing how his obsession with consumer insights helps the brand stay up-to-date with the generation's rapidly evolving interests. We then switch gears and dive into the power of storytelling, and Robert reveals key techniques for crafting a compelling story from his time at ESPN. Next, we jump into Robert's career at Nike, and explore the factors contributing to the brand's longevity, before Robert unpacks the unique challenges and opportunities that come with marketing a celebrity-focused brand. We close the show by hearing about the story behind Social Tourist, the Gen Z brand created with TikTok hall-of-famers Charli and Dixie D'Amelio.

In our first episode of 2022, Conor sits down with Liah Yoo. A powerhouse YouTuber, Liah is the founder and CEO of KraveBeauty, the sustainable beauty brand dedicated to demystifying skincare. We start the episode by hearing where Liah's interest in beauty came from, and learn why she decided to launch her own YouTube channel in 2011. Liah shares her "trial and error" strategies for expanding her YouTube audience to over one million subscribers, before discussing how she built KraveBeauty's community by prioritizing stakeholders over shareholders. We then dive into why Liah initially set out to create KraveBeauty, and explore the brand's mission-driven ethos. To close the show, Liah opens up about some difficult lessons she learned personally and professionally in 2021, and outlines her goals for the new year.

In our 40th episode of Earned, Conor sits down with Aïda Moudachirou-Rébois, SVP, Global CMO of MAC Cosmetics. We start by discussing the current "makeup rebound," and Aïda shares why she believes the vertical is picking up steam. We then dive into MAC's community of 13,000 professional makeup artists, and learn how the brand leverages their field insight to inform product development. Aïda speaks to her personal connection to MAC, and emphasizes how inclusivity has been at the forefront of the brand since its inception. We also hear why Aïda prioritized listening and observation when first joining MAC, and explore the brand's dedication to innovation and building out its digital framework. Finally, Aïda offers a few takeaways from her impressive career journey, and we close the show by diving into MAC's focus on earned media and commitment to "harnessing the power of community to transform society."

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.

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.

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.

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.

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.

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.

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/H0VRsrD0

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/H0VRsrD0

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.

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.

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.

In Episode 29 of Earned, Conor sits down with Chandra Coleman Harris, General Manager of beauty giant Revlon. We dive into Revlon's digital transformation during the pandemic, and learn how the brand leveraged lighthearted "edutainment" content, along with its #ButItHelps campaign, to stay connected with audiences. We also explore how Revlon amped up product categories like nails and hair color as consumers turned to at-home self-care. Chandra discusses the advantages and challenges of existing in multiple product categories, before sharing the tools Revlon uses to observe and anticipate shifts in consumer behavior. We then chat through Chandra's own career journey, and she and Conor dissect the "night and day" differences between digital marketing back in 2008 and today. Finally, we hear how Chandra's marketing approach changed following the birth of her daughters, including why she feels a greater responsibility to "shape and mold what beauty stands for and how beauty is brought to life."

For Ep. 28 of Earned, we're joined by Katie Welch, CMO of Selena Gomez's smash-hit makeup brand Rare Beauty! We kick off the episode by hearing about how Katie uses her own TikTok platform (with over 16,000 fans!) to mentor young professionals interested in the beauty industry, and how Katie herself broke into the space. We then walk through Katie's enviable marketing career, as she shares how the lessons she learned at communications firm Weber Shandwick—particularly, the power of storytelling—have been invaluable to her work with brands including Bliss, Hourglass, Honest Beauty, and of course, Rare Beauty. Next, we dive into Rare Beauty, and Katie recalls how Selena Gomez's mission to create a space where everyone feels welcome drew her to the brand. We discuss the challenges that come with building a brand from scratch—in the middle of a pandemic no less—and the innovative ways Rare Beauty kept its community connected and prioritized mental health in the time of COVID-19. Finally, Katie reveals her top three influencer marketing philosophies.

In Ep. 27 of Earned, Conor talks to former supermodel and clean beauty pioneer Josie Maran. We unpack why Josie decided to expand her eponymous brand's distribution by launching in Ulta, and learn about the 14-year-old company's upcoming rebrand. Josie reveals why she set out to "help the beauty industry become healthier to the planet and to the people," discussing the early challenges that came with launching her own brand. We then take a step back as Josie recounts her modeling career, which began at age 12, and describes how she "manifested" becoming a Maybelline model, before chronicling her transition from model to businesswoman. Next, we chat about Josie Maran's successful partnership with QVC, hearing how Josie built a passionate community of "Arganauts" and started a "rev-oil-ution" by telling the story of the brand's hero Argan Oil. Finally, we explore how Josie Maran pivoted its strategies during the pandemic, and where Josie is setting her sights moving forward: social media.

In Episode 26 of Earned, we chat with Marianna Hewitt, powerhouse influencer, podcaster, and co-founder of sustainable, fast-growing, and oh-so-Instagrammable skincare line Summer Fridays. We explore how being an influencer equipped Marianna to be a brand founder, and conversely, how being a brand founder has made her a more effective influencer. But first, we learn why Marianna, who now boasts over one million followers on Instagram, started her blog in 2014, and how she built her passionate fanbase before working as an influencer was an established career path. Marianna shares how the influencer landscape has since evolved, and we dive into Summer Fridays, which Marianna launched with fellow content creator Lauren Ireland in 2018. We hear how the pair's lessons as influencers (and inadvertent consumer research) informed the brand's development—including why Summer Fridays debuted with a single product, the hero Jet Lag Mask—and discuss the brand's hypergrowth and continued success. Finally, we talk about Summer Fridays' influencer marketing strategy, as Marianna emphasizes the importance of brand alignment and giving influencer partners creative freedom over their content.

In our 25th episode of Earned, Conor sits down with Melanie Bender, president of Versed, the "cleanest drugstore skincare brand out there" and one of the fastest-growing, too. We hear about Melanie's non-linear path to the beauty world—from earning a degree in aerospace engineering, to sustainability consulting, to co-founding her own marketing agency—before diving into how she became the founding GM of Versed in 2018. We learn about Versed's wild success since its launch, and Melanie shares how the brand's community-first approach, along with its commitment to transparency and accountability, resonates with consumers and helps foster connections that are otherwise missing in drugstore skincare. Conor asks about the challenges that come with hypergrowth, and Melanie emphasizes the importance of growing "in the right way"—with purpose and longevity in mind. We then switch gears to marketing, as Melanie explains why Versed prioritizes its DTC channel despite its significant retail footprint, and reveals a few of the brand's innovative marketing strategies. Finally, we explore Versed's organic approach to influencer marketing, and the rise of its affiliate program.

In Episode 24 of Earned, Conor sits down with beauty industry titan Kory Marchisotto, CMO of E.L.F. Beauty and president of Alicia Keys' skincare and wellness brand Keys Soulcare. We start the episode by discussing how various social media platforms like TikTok, Twitch, and Instagram are trending, before diving into Kory's background. Kory shares her most important learnings from her nearly two decades of experience at Shiseido, as well as her time at French luxury houses like Jean Paul Gaultier and Hermès, before revealing that a lesson she learned from Issey Miyake—"only be interested in what you do not know"—motivated her to explore a new space and bring her luxury experience to a drugstore beauty brand like E.L.F. Beauty. We learn how Kory's bias for action propelled E.L.F.'s early success on emerging digital platforms, and hear about E.L.F.'s influencer marketing philosophies. We close out the episode by discussing Keys Soulcare, and learn how the brand is redefining beauty and building a community of "lightworkers" to uplift others.

In Episode 23 of Earned, Conor sits down with Shelley Haus, CMO of consumer- (and brand-) favorite retailer Ulta Beauty. We start with Shelley's journey from breakfast to beauty, and hear a bit about her time as marketing director for the Quaker breakfast portfolio before learning why she was drawn into the world of beauty. We then dive into Ulta Beauty's evolution over the last few years, and Shelley shares how she and the team rethought the brand's identity and value proposition to help bring Ulta Beauty to life and forge meaningful connections with consumers. We discuss how Ulta Beauty navigated the pandemic internally and externally, including the retailer's transition to a full e-commerce business, and chat through the day-to-day of Shelley's role as CMO. Additionally, we explore Ulta Beauty's relationships with its brand partners, and how the retailer nurtures brand growth through beauty spend data and campaign exposure. Finally, we learn where Shelley sees Ulta Beauty going in the next five years (and of course, we talk about influencer marketing), before closing the episode with a sneak preview of the brand's exciting new partnership with Target.

In Episode 22 of Earned, Conor chats with Calum Watson, Global Partnerships Director at cult-favorite (and rapidly growing) fitness apparel brand Gymshark. We start by discussing the innovative initiatives Gymshark launched to connect its community amid the pandemic, and how the brand leveraged the home workout trend to drive growth. We then dive into Calum's background, and hear a little bit about his time running the influencer program at Myprotein, before jumping into his role at Gymshark. Calum shares some of the challenges and growing pains that he experienced in the face of the brand's rapid growth, and reveals the humble qualities that allowed Gymshark founder Ben Francis to scale the business. We then learn more about Gymshark's athlete ambassador program and hear Calum's human-centric philosophies around nurturing genuine, long-term relationships and mutually beneficial partnerships with influencers. We also touch on Gymshark's international community building strategies, and hear about the brand's breakdown of organic and paid relationships, before Calum closes the episode by emphasizing Gymshark's purpose and how "everything has to tie back to that purpose."

In Episode 21 of Earned, Conor chats with Sasha Plavsic, founder of clean beauty brand ILIA Beauty, which achieved a jaw-dropping 400% year-over-year growth in sales in 2020. We start the episode by discussing the "major breakout year" for the brand, and learn about the "risks that led to great results," including the launch of its popular Super Serum Skin Tint SPF 40, pivoting to a DTC model amid the pandemic, and reappropriating its field team. We hear about the challenges that come with such rapid growth, and learn why Sasha decided to bring on Lynda Berkowitz as CEO. We talk about the importance of cultivating a great internal team and culture, before Conor and Sasha dive into ILIA Beauty's mutually beneficial partnership with Sephora. Sasha explains why transparency is a core value for the brand, and reveals a few pages from the marketing playbook that launched ILIA Beauty to soaring success. Finally, Sasha discusses her influencer philosophy and the brand's plans for a vaccinated future, before lending sage advice to aspiring entrepreneurs and brand builders.

It's our 20th episode of Earned! In this special episode, Conor chats with the man behind some of the recent years' biggest beauty deals: Shaun Westfall, Managing Director of the Consumer & Retail Group at Jefferies. We start the episode by discussing how COVID-19 has changed the market and affected how investors evaluate majority-offline versus DTC brands, before taking a step back and learning why Shaun, who graduated with a degree in engineering, pivoted to the finance world. We then dive back into business, and Shaun pulls back the curtain on the brand-selling process. He also gives advice to founders who may just be starting their businesses or are looking to sell, and reveals the major brand KPIs that investors and acquirers pay attention to. We discuss the importance of being a clean brand, as well as the rise of the professional "derm" brand and of estheticians as influencers. Conor and Shaun close out the episode by discussing the viability of the digitally native consolidator (like FORMA Brands) as a competitor to traditional strategics. According to Shaun, "the ability to disintermediate legacy shelf space has never been more apparent than today."

In Episode 19 of Earned, Conor sits down with Scott Sassa, entertainment titan turned makeup mogul. Scott's previous roles include President of Turner Entertainment, CEO of Marvel, and President of NBC Entertainment—to name a few—but he currently serves as chairman of influencer-favorite beauty brand Milk Makeup. Conor and Scott start the episode by discussing the future of the consumer landscape in a vaccinated world, before diving into Scott's background and learning what initially drew him to the entertainment industry—where he worked his way up to running his own cable network at just 25 years old. We then discuss Scott's first pivot away from entertainment into tech, and hear about his time as CEO of Friendster. Scott then shares why he decided to enter the beauty industry and lead the Milk Makeup team, and reveals the key factors he believes have guided the brand to success. Of course, we end the episode by talking about the role of influencers, and hear why Milk Makeup chooses to take the organic path when it comes to building influencer relationships.

New year, new Earned! In our first episode of 2021, Conor sits down with entrepreneur and brand builder Kevin Gould, founder of talent management firm and digital consulting agency Kombo Ventures, as well as the co-founder of three digitally native powerhouse brands that pulled in a combined $75 million in revenue last year: Insert Name Here, Glamnetic, and Wakeheart. First, we learn about Kevin's background at talent agency WME (William Morris Endeavor), before hearing why he decided to start Kombo Ventures in 2012. Kevin then reveals how and why he began building consumer brands of his own. We learn how Kevin, who currently heads four different companies, stays focused, and he shares key strategies for building and scaling digital-first brands profitably. Conor and Kevin also discuss the importance of community building, and we learn Kevin's philosophy on working with creators, and common mistakes he sees brands make in the influencer space. To close the show, Kevin describes the pivots his teams have made in response to COVID-19, and discusses how he is already planning for a future of live commerce.

In Episode 17 of Earned, Conor talks with Julia Straus, CEO of popular British activewear brand Sweaty Betty. Conor and Julia begin their conversation with a discussion of COVID-19's impact on retail (which they firmly believe is "not dead"), and the pivots Sweaty Betty has made to adapt to the changing landscape. We then take a few steps back and learn more about why Julia first decided to pursue an MBA, and hear about her experience at popular jewelry brand BaubleBar. Conor and Julia then dive into why Julia sought to join the Tula team at the skincare brand's conception and how she helped "build everything from scratch." Julia shares Tula's early approach to influencer marketing, and reveals the strategies that powered the brand's success. They then switch gears to Sweaty Betty: Julia discusses what makes the brand different from the competition in the activewear space and why its female-empowerment focus first drew Julia to the role. As the head of a 700+ person company, Julia shares her leadership philosophies and her lessons learned from leading in a newly remote working culture. Finally, we learn how influencer marketing strategies differ between beauty and apparel, and Julia explains why Sweaty Betty prioritizes consistent, long-term partnerships with creators.

In Episode 16 of Earned, Conor chats with Reuben Carranza, CEO of influencer-beloved skincare brand Kate Somerville, and former president of cult-favorite haircare brands R+Co and Olaplex. We dive into Reuben's learnings from his 24-year corporate career at P&G, and hear how and why he transitioned to leading a small, independent brand like R+Co—and the challenges he faced. We gain more insight into the success behind R+Co and the rest of parent company Luxury Brand Partners' portfolio, before learning why Reuben joined Olaplex's team and how he helped double the brand's business in just one year. Reuben then reveals his leadership and marketing philosophies, and shares the four most important questions for DTC brands to keep in mind. Conor and Reuben close the episode by discussing influencer marketing at Kate Somerville, which Reuben deems the "biggest key to [the brand's] success so far." We learn about founder Kate Somerville's active role in fostering relationships with influencers through her clinic, and hear how the brand's genuine "heart-to-heart connection" with its influencer family has become even more important in the COVID era.

In our fifteenth episode of Earned, Conor sits down with Toto Haba, SVP of global marketing & communications at Benefit Cosmetics. We learn how Benefit's unconventional marketing approach and "laughter is the best cosmetic" mantra attracted Toto, who previously worked in the technology and consulting and digital advertising industries, to the brand. The two discuss why Benefit is well-positioned in the new, face mask-donning world, and learn more about the brand's global marketing strategy, including the importance of local teams bringing the brand to life in local markets. Toto explains why he works to cultivate a failure-friendly company culture, and unpacks his 75/25 goal of company failures to successes. We also learn what a typical day in Toto's role looks like, why he's fascinated with the Chinese market, and how he believes the influencer space has evolved in recent years. Toto divulges why Benefit is focusing on the rising class of Gen Z content creators, and reveals the brand's philosophy behind building organic influencer relationships.

In Episode 14 of Earned, Conor chats with Amanda Baldwin, president of influencer-favorite sunscreen brand Supergoop! We learn how Amanda, who won "most likely to become a Fortune 500 CEO" at Wharton, went from being an investor on Wall Street to falling in love with the beauty world—an industry she admires for being driven by evolution and innovation. Amanda emphasizes the importance of an "always be learning" mindset, and reveals what drew her to working at a smaller brand. We dive into mission-driven organizations and how Supergoop!'s mission to educate people about the importance of SPF is powerfully changing consumer behavior. Conor and Amanda also discuss Supergoop!'s marketing strategies and Amanda divulges why she prioritizes the brand's internal culture as much as external brand operations. We learn a few of Supergoop!'s leading values, and Amanda shares how she aligns building a 100-year brand with short-term investment horizons. Finally, the pair talk influencer marketing, and Amanda shares how Supergoop!'s team values human-to-human relationship building, while also compensating influencers for their work.