REPLAY - In Ep. 71 of Earned, Conor sits down with Marc Hustvedt, president of the largest YouTube channel in America (137 MILLION subscribers at time of recording, now 312 MILLION): MrBeast. Marc’s impressive resume also includes founding ventures like Tubefilter, Supergravity Pictures, and the Streamy Awards. We start the episode by learning why Marc enjoys building new companies, and hear why he’s particularly interested in YouTubers. We ask Marc about the core elements that make a piece of content successful, and the reasons behind MrBeast’s most recent explosion in (billions of) views. Marc shares how the MrBeast team has leaned into TikTok, before explaining the importance of viewer acquisition with captivating video titles and thumbnails, and a few of the ways MrBeast optimizes its content for performance. We hear Marc’s take on the current monetization models of social platforms like YouTube and TikTok, and how MrBeast’s side ventures like Feastables and MrBeast Burger are now contributing a larger slice of the revenue pie. To close the show, we discuss the impact that MrBeast, aka Jimmy Donaldson, has had on his hometown of Greenville, North Carolina, and hear what’s in store for the company over the next 20 years.

In this episode, you will learn:
 1. The keys to creating a successful piece of content
 2. The importance of catchy video titles and thumbnails for viewer acquisition
 3. How MrBeast grew a following of 213 million subscribers (and counting!)

Resources:

• MrBeast Youtube: @mrbeast

• MrBeast Twitter: @mrbeast

• MrBeast Instagram: @mrbeast

• Shop MrBeast Merch: https://shopmrbeast.com/

Connect with the Guest:

• Marc’s LinkedIn

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. 141 of Earned, Conor Begley sits down with Anastasia Soare, founder and CEO of iconic beauty powerhouse, Anastasia Beverly Hills. To start, we discuss Anastasia’s  journey from arriving in the U.S. in 1989 without knowing English, to transforming her passion for beauty into a billion-dollar empire. Anastasia shares the remarkable story behind building ABH from scratch, highlighting the importance of resilience, hard work, and family bonds. An influencer marketing pioneer in the early days of social media,  Anastasia reveals how ABH’s authenticity and digital savvy fostered a loyal community of fans that took the brand—and consumers’ brows—to new heights. Switching gears, we dive into Anastasia’s artistic background, and she pulls back the curtain on how principles of light, shadow, and proportion from her art school days have influenced her makeup techniques, before emphasizing the brand’s commitment to solving customer problems with innovative products. To close the show, Anastasia shares her tips for managing a global enterprise while staying true to your brand’s core values. 

In this episode, you will learn: 
1. How Anastasia Soare’s resilience, passion, and visionary strategies propelled her journey from immigrant to beauty mogul
2. Why organic community building played a crucial role in Anastasia Beverly Hills' runaway success
3. How artistic principles and innovative problem-solving have kept ABH at the forefront of the beauty industry

Resources:

• Anastasia Beverly Hills - https://www.anastasiabeverlyhills.com/

Connect with the Guest:

• Anastasia’s LinkedIn - https://www.linkedin.com/in/anastasia-soare-337806125/

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. 132 of Earned, Conor sits down with Kim Larson, Global Managing Director & Head of YouTube Creators. To start, we dive into Kim’s career at Jamba Juice and Google, which helped shape her interest in diverse global markets and growing niche communities. We pivot to YouTube, and Kim explains how the platform’s monetization strategies empower creators to earn an income outside of brand deals. We also discuss YouTube’s dedicated support systems for gaming content, and the rise of watching YouTube content on TV. Next, Kim reveals how generative AI is revolutionizing content creation, with tools like thumbnail A-B testing and Project Lantern, before offering a sneak peek into YouTube's innovative features like Dream Screen and Dream Track. We then hear how YouTube’s community and partner managers provide personalized support to creators at every stage of their journey. To close the show, Kim talks about motherhood, and shares the joys and challenges of raising multilingual children.

In this episode you will learn:

• The different support models that YouTube offers to its creators across verticals. 
• How YouTube is investing in AI tools for content creation and why the platform is prioritizing longer, high-quality videos.
• The monetization strategies that empower creators to earn money outside of typical brand deals.

Resources:

• YouTube - https://www.youtube.com/

Connect with the Guest:

• Kim’s LinkedIn - https://www.linkedin.com/in/kim-larson-304486/

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 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. 131 of Earned, Conor sits down with Bridget Dolan, Managing Director of the YouTube Shopping division. To start, we explore how the creator economy has evolved on YouTube and unpack its significant influence on e-commerce. Bridget explains how creators, viewers, and brands are entwined in a symbiotic relationship that's reshaping retail through authentic content and seamless shopping experiences. We then dive into YouTube's innovative shopping features, including an affiliate program that fosters partnerships between over 50,000 creators and leading brands. Next, we discuss distinct consumer behaviors and trends—like Korea's live shopping craze and Brazil's unique market—and Bridget shares how cultural differences impact consumers’ shopping habits. Switching gears, Bridget reflects on her time at Sephora and reveals why she decided to join YouTube. To close the show, Bridget emphasizes the importance of authentic creator partnerships and their impact in building an audience and driving sales.

Tune in to learn how:

1. Trust & Authenticity Drive Success: YouTube's affiliate program connects 50,000+ creators with top brands, fostering genuine relationships that encourage viewers to shop with confidence.
2. Cultural Nuances Shape Shopping: From Korea's live shopping craze to Brazil's unique consumer habits, understanding regional differences is crucial for global e-commerce growth.
3. The Future is Shoppable Content: With strategies like QR codes for TV shopping and data on creators driving sales, YouTube is at the forefront of merging entertainment with online shopping.

Resources:

• YouTube - https://www.youtube.com/

Connect with the Guest:

• Bridget’s LinkedIn - https://www.linkedin.com/in/bridgetdolan/

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. 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 Ep. 130 of Earned, Conor sits down with Peter Thomas Roth—founder and CEO of his beloved, namesake skincare brand, Peter Thomas Roth. To start, we dive into how Peter’s problem-solving formulas for acne and anti-aging have propelled his products to top-shelf status. Peter then walks us through his brand's evolution and shares how he leverages social media to fuel growth. Next, Peter pulls back the curtain and reveals how he manages production costs and inventory, as well as why he chooses to remain an independent company.  To close the show, we discuss the challenges of navigating the retail landscape, and Peter shares his strategies for marrying the art of skincare with the science of business.

In this episode, you’ll learn: 

1. How PTR’s commitment to high-quality product development has been key to the brand's success

2. Why a strategic approach to brand placement, inventory management, and production costs is essential in navigating the luxury skincare market.

3. How viral social media moments can significantly impact sales, and why brands must have the operational agility to handle sudden surges in demand.

Resources:

• Peter Thomas Ross - https://www.peterthomasroth.com/

Connect with the Guest:

• Peter’s LinkedIn - https://www.linkedin.com/company/peter-thomas-roth-clinical-skin-care/

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 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 Ep. 129 of Earned, Conor sits down with Brad Schultz, co-founder and CMO of BeatBox. To start, we dive into how Brad and his high school buddy Justin Fenchel (fellow co-founder and CEO of BeatBox) evolved from teenage business enthusiasts to the masterminds behind a beverage revolution. Brad pulls back the curtain around the pair’s experience on Shark Tank, and we hear how the critical mentorship of Mark Cuban fueled the brand’s trajectory towards innovation and market success. We then discuss the strategic shifts that propelled BeatBox to new heights, like transitioning to eco-conscious Tetra Pak packaging. We explore the complex challenges of the alcohol industry's regulatory landscape and how Beatbox has navigated them with grace. Switching gears, Brad touches on Beatbox’s influencer marketing program and the community-building strategies that have kept the brand top of mind for consumers. To close the show, Brad reveals his favorite BeatBox flavors.

In this episode, you’ll learn: 

1. How leveraging word-of-mouth marketing, real-life experiences, and influencer partnerships can expand your brand.
2. How strategic product shifts, like transitioning to eco-friendly single-serve packaging, and a strong brand identity centered on community have propelled BeatBox to the top of the alcohol industry. 
3. How BeatBox’s Shark Tank appearance, mentorship from Mark Cuban, and subsequent strategic decisions played pivotal roles in navigating financial hardships and regulatory challenges in the alcohol industry.

Resources:

• Beatbox - https://beatboxbeverages.com/

Connect with the Guest:

• Brad’s LinkedIn - https://www.linkedin.com/in/bradorbradley/

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 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.

In Episode 13 of Earned, Conor sits down with Michael McNeil, VP of Integrated Marketing at Huda Beauty. We learn how Michael, who majored in political science and pre-med at LMU, took a hard left turn after college to get his “PhD in beauty” by joining a then-small cosmetics brand known as Anastasia Beverly Hills. Michael, who eventually became Director of Marketing at ABH, shares insight into the early days at the brand, and divulges the key to its explosive growth: building and nurturing a digital community. We dive into how Michael and ABH “invented what beauty marketing looks like today,” and learn Michael’s philosophy behind fostering a community of genuine, long-term brand fans. Michael emphasizes the power of embracing your competitors and communicating to consumers in “the language they already speak.” We also hear about Michael’s experience transitioning to (and powering growth for) Huda Beauty, working with brand founder and mega-influencer Huda Kattan, and creating a global brand—with influencers at the forefront. Finally, Michael lends his advice on how brands can productively address negativity and controversy, and put their communities first.

In Episode 12 of Earned, Conor sits down with Riccardo Pozzoli, esteemed entrepreneur, investor, and influencer himself, as well as co-founder of the mega-popular fashion blog The Blonde Salad. We learn why Riccardo decided to create The Blonde Salad with Chiara Ferragni at a time before the blogosphere and social media—and of course, influencers—were in style. We hear how the pair grew the site into the powerhouse platform and their learnings from the experience, and Riccardo shares why he eventually left the company in 2017 to pursue his own entrepreneurial endeavors. Riccardo dives into his business philosophies and why he favors the “long-term” strategy, and also divulges his approach to working with brands as an influencer himself. Riccardo then lends advice to brands on how to maximize their influencer strategy, and reveals the key characteristics he looks for in leaders when deciding whether to invest in a company. 

In Episode 11 of Earned, Conor chats with David Benayoun and Adam Bohbot, co-founders of fast-growing, carbon neutral jewelry brand Ana Luisa. In the episode, Adam and David reveal their fateful meeting sharing a cab to a nightclub in Shanghai while both attending business school at EMLYON. After pursuing different career paths post-graduation (Adam entered the VC  world before joining an influencer marketing software company, while David dove into e-commerce and jewelry design and manufacturing), we learn why the two decided to leverage their complementary skill sets and create Ana Luisa in 2018. Adam and David discuss the challenges of entering a market they did not grow up in, and share their experience taking outside investments. They then give insight into Ana Luisa’s unique weekly product drop strategy, and divulge their product co-creation process with influencers—a pillar of the brand’s DNA. We learn more about how the brand’s YouTube strategy powered hyper growth, the inventory planning challenges that resulted, and why Adam and David prioritize influencer partners’ “value fit” over follower count.

 In Earned’s 10th episode, Conor sits down with Joe Cloyes, co-founder and CEO of sustainable superfood skincare brand Youth To The People. Inspired by his grandmother, who started her own skincare line as a mother of seven in 1963, Joe and his cousin Greg Gonzalez founded Youth To The People in 2015, and the brand has seen explosive growth since. We dive into YTTP’s impressive growth trajectory and explore the roles that social media, and later a Sephora partnership, played in accelerating the brand’s expansion. We also learn about the challenges of rapid growth, and hear why the brand decided to take on multiple rounds on investments. Joe shares how COVID-19 has shifted the brand’s focus to be “completely digital,” and talks about how YTTP uses its growing social platform to share its voice on all things from skincare to social justice. Finally, we learn how the brand builds long-term relationships with content creators.

In this Earned x CreatorIQ Connect Europe session, Conor introduces Kory Marchisotto, CMO of e.l.f. Beauty and President of Keys Soulcare. To start, we dive into what e.l.f. achieved during 2023, and how the brand has managed to lock down the title of No. 1 stock on the NYSE out of over 1.6k companies. Kory shares how e.l.f. has climbed the ranks and caught up with long-tenured beauty brands. We then learn about the ‘e.l.f. Ethos’ of being bold disruptors with kind hearts, which is what guides the team from the C-suite outward. Kory discusses the art of attracting kindred spirits to work with e.l.f., and how these new team members enter the orbit of inspiration. Kory shares how to avoid the “logo slap” when it comes to working with other brands, as well as how to get your whole to be greater than the sum of each brand’s separate parts. To close the keynote, Kory discusses e.l.f.’s efforts to listen while people are speaking, bring diversity into the boardrooms, and equip its team to be agile enough to move at the speed of culture.

In this episode, you will learn:

1. How e.l.f. has managed to lock down the title of No. 1 stock on the NYSE out of over 1.6k companies
2. How the ‘e.l.f. Ethos’ empowers the entire team to be bold disruptors with kind hearts in an industry that can be ruthless 
3. The five-step formula that Kory calls the “blueprint to success,” which has propelled e.l.f. into the leading spot in EMV for the beauty category

Resources:

• E.L.F Beauty - https://www.elfbeauty.com/

Connect with the Guest:

• Kory’s LinkedIn - https://www.linkedin.com/in/kory-marchisotto-0b8aa87/

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 Episode 9 of Earned, Conor chats with Aurelian Lis, CEO of influencer-favorite skincare brand Dermalogica. Aurelian shares the post-COVID pivots that Dermalogica has made, including the brand’s new Clean Touch Certification program. We also learn more about Aurelian’s early days as COO of Commerce at dELiA*s Corp, before he walks us through his journey of building and selling his own customized skincare brand, PRESCRIBEDsolutions. Aurelian then shares his learnings from his time as General Manager of Benefit Cosmetics Americas, and emphasizes the importance of finding and maintaining your “edge” as a brand— especially in the social media era. We then dive into Aurelian’s experience at Dermalogica, and he explains his “iterate relentlessly” philosophy. Aurelian talks about why he believes product along with service leads to consumer loyalty, and finally, we discuss the brand’s education-focused approach to influencer marketing.

Savannah Sachs, CEO of rapidly growing, probiotic-powered skincare line Tula, joins Conor for our eighth episode of Earned. After earning her MBA from Harvard Business School, Savannah stumbled into the beauty industry by joining—and fueling explosive growth for—subscription box Birchbox. She shares some of her learnings from her time at the brand, before explaining how Tula’s differentiated brand positioning (“at the intersection of beauty and wellness”) eventually attracted her to the CEO role. We dive into Savannah’s leadership philosophy, and she reveals why cultivating a “happy, high-performing team” is the key to business success—and her first priority at Tula. We also learn how Tula adapted its marketing and retail strategies in response to COVID-19 to power record sales in April and May. Savannah gives generous insight into Tula’s influencer program, and emphasizes the importance of “high-touch” relationships between brand teams and their influencer partners.

For Episode 7 of Earned, Conor sits down with Jamie Starr, Global Director of Sports Marketing at The North Face. Jamie starts off by sharing where his love of the outdoors originated, growing up in Crested Butte, a small, close-knit community in Colorado’s Rocky Mountains. Though he seemed destined to become a professional skier, Jamie wanted to pursue higher education at the University of Colorado—where he eventually earned his J.D. Jamie then reveals why he transitioned from attorney to digital brand consultant, back when the media landscape was changing rapidly and the blogosphere and social networks were starting to take off. We learn more about Jamie’s role at The North Face, and how the brand is staying connected with, and supportive of, its team of athlete ambassadors in the face of a pandemic and cultural revolution. To end the episode, Jamie emphasizes how The North Face is using its platform to fight for racial justice and promote more diversity in mountain sports.