1
00:00:01,050 –> 00:00:03,870
Speaker 1: On a small brand, you don’t have a big media

2
00:00:03,910 –> 00:00:06,470
Speaker 1: study to tell you exactly what to do. So really

3
00:00:06,510 –> 00:00:09,930
Speaker 1: understanding the different levers that will reach or have reached

4
00:00:10,070 –> 00:00:12,959
Speaker 1: our target audience. They capture their whole heart. They see

5
00:00:12,970 –> 00:00:16,140
Speaker 1: it then multiple times. And you’re really following through a

6
00:00:16,200 –> 00:00:19,420
Speaker 1: much more complex journey now. People aren’t just clicking because

7
00:00:19,440 –> 00:00:21,580
Speaker 1: you served them an ad. To your point, the D2C brands,

8
00:00:21,620 –> 00:00:24,720
Speaker 1: I think, have learned that quickly and over time. You

9
00:00:24,739 –> 00:00:26,419
Speaker 1: need to be able to hear it from a friend,

10
00:00:26,560 –> 00:00:29,120
Speaker 1: see it in a store, catch a glance of an ad,

11
00:00:29,420 –> 00:00:31,820
Speaker 1: hear a creator you trust and care about talk about it,

12
00:00:32,100 –> 00:00:34,059
Speaker 1: and then be in the store or online at the

13
00:00:34,080 –> 00:00:36,340
Speaker 1: right time that it’s time to replenish. And that’s a

14
00:00:36,460 –> 00:00:39,320
Speaker 1: multifaceted journey that you have to build a marketing funnel for.

15
00:00:41,280 –> 00:00:43,370
Speaker 2: Welcome to today’s episode of Brave Commerce.

16
00:00:43,700 –> 00:00:46,510
Speaker 3: I’m Rachel Tippegraph, the founder and CEO of Micmac.

17
00:00:46,850 –> 00:00:49,690
Speaker 2: I’m Sarah Hofstetter, president of Profitero, and.

18
00:00:49,670 –> 00:00:51,790
Speaker 3: This is a show that talks about what’s relevant in

19
00:00:51,850 –> 00:01:03,340
Speaker 3: e-commerce for the world’s biggest brands. Sarah, if you could

20
00:01:03,350 –> 00:01:08,560
Speaker 3: spend your work hours doing any particular task or role,

21
00:01:09,000 –> 00:01:10,080
Speaker 3: where do you naturally go?

22
00:01:10,360 –> 00:01:11,199
Speaker 2: Executive assistant.

23
00:01:11,690 –> 00:01:13,430
Speaker 3: Meaning just like getting tasks done or?

24
00:01:14,110 –> 00:01:16,110
Speaker 2: I love the Tetris of scheduling.

25
00:01:16,459 –> 00:01:17,380
Speaker 4: It’s terrible.

26
00:01:17,580 –> 00:01:19,780
Speaker 2: Oh, it’s like me loving to organize my fridge. I

27
00:01:19,800 –> 00:01:23,000
Speaker 2: just like things, you know, being very neat and stuff.

28
00:01:23,520 –> 00:01:26,720
Speaker 2: I have rarely done well with assistants in the past

29
00:01:26,819 –> 00:01:30,260
Speaker 2: because I think I just enjoy it. I enjoy doing

30
00:01:30,280 –> 00:01:32,480
Speaker 2: that work. I think if I’m like done working, but

31
00:01:32,520 –> 00:01:34,920
Speaker 2: I don’t want my brain to just deteriorate, I might

32
00:01:34,980 –> 00:01:36,699
Speaker 2: just be somebody’s executive assistant.

33
00:01:36,880 –> 00:01:38,160
Speaker 4: Okay, that’s good to know.

34
00:01:38,180 –> 00:01:38,830
Speaker 3: All right.

35
00:01:39,110 –> 00:01:40,200
Speaker 5: Yeah, yeah. How about you?

36
00:01:40,410 –> 00:01:45,970
Speaker 3: Me, it’s marketing. I just naturally lean there. I love

37
00:01:46,090 –> 00:01:49,350
Speaker 3: to pontificate every which way for us to dominate the

38
00:01:49,390 –> 00:01:52,580
Speaker 3: market and steal share from competitors. And if I could

39
00:01:52,620 –> 00:01:54,380
Speaker 3: just do that all day long, I would be happy

40
00:01:54,420 –> 00:01:54,790
Speaker 3: to do it.

41
00:01:54,900 –> 00:01:57,750
Speaker 2: That’s fair. That’s probably a better answer. And actually one

42
00:01:57,810 –> 00:02:00,750
Speaker 2: I wouldn’t even realize that I’m naturally gravitating into. And

43
00:02:00,810 –> 00:02:03,470
Speaker 2: it’s very hard. It’s very, very hard because I come

44
00:02:03,630 –> 00:02:06,770
Speaker 2: from the world of PR and then marketing. And so

45
00:02:06,790 –> 00:02:11,220
Speaker 2: I remember when I got to Profitero, my immediate instinct was,

46
00:02:11,410 –> 00:02:13,320
Speaker 2: let me dive into the marketing and see what’s going

47
00:02:13,400 –> 00:02:17,260
Speaker 2: on there. And I immediately drove Mike Black crazy because

48
00:02:17,760 –> 00:02:20,320
Speaker 2: he was, I got this. You go run the company.

49
00:02:20,860 –> 00:02:22,960
Speaker 2: We lean into a muscle that is not just familiar,

50
00:02:23,000 –> 00:02:26,460
Speaker 2: but where you feel you can be super helpful and

51
00:02:26,500 –> 00:02:28,000
Speaker 2: you feel like you can have immediate impact.

52
00:02:28,060 –> 00:02:28,320
Speaker 1: Yeah.

53
00:02:28,460 –> 00:02:30,860
Speaker 3: And I mean, there is the saying, strengthen your strengths.

54
00:02:31,040 –> 00:02:34,320
Speaker 3: But I do think as a full P & L owner,

55
00:02:34,700 –> 00:02:36,940
Speaker 3: you got to be able to operate the entire thing

56
00:02:36,960 –> 00:02:39,800
Speaker 3: and not just where you gravitate towards. On that note,

57
00:02:40,080 –> 00:02:43,079
Speaker 3: there’s an amazing marketer who’s been a part of my

58
00:02:43,100 –> 00:02:46,560
Speaker 3: and Micmac’s life through a few of her roles, where

59
00:02:46,580 –> 00:02:50,420
Speaker 3: she led marketing for Neutrogena, then Dollar Shave Club, But

60
00:02:50,480 –> 00:02:53,900
Speaker 3: she now finds herself in the seat as the CEO

61
00:02:54,060 –> 00:02:57,739
Speaker 3: of Versed Skincare, which is a disruptive skincare brand. And

62
00:02:57,960 –> 00:03:01,280
Speaker 3: we learned from Keri on kind of her first year,

63
00:03:01,310 –> 00:03:05,169
Speaker 3: the lessons that she learned in terms of moving from

64
00:03:05,210 –> 00:03:08,590
Speaker 3: the CMO role to the CEO role. So on that note,

65
00:03:08,669 –> 00:03:12,940
Speaker 3: let’s bring Keri onto the show and learn from her. Today,

66
00:03:13,020 –> 00:03:16,079
Speaker 3: we are very excited to have Keri Sullivan, the CEO

67
00:03:16,100 –> 00:03:19,639
Speaker 3: of Versed, onto the show, who you might not know

68
00:03:19,660 –> 00:03:23,700
Speaker 3: of this brand yet, but you soon will. And so, Keri,

69
00:03:23,740 –> 00:03:24,700
Speaker 3: thanks for joining us.

70
00:03:24,919 –> 00:03:26,700
Speaker 4: Thank you. Thank you for having me. Happy to talk

71
00:03:27,160 –> 00:03:28,320
Speaker 4: all things beauty commerce.

72
00:03:28,520 –> 00:03:31,090
Speaker 3: Well, I was so excited when you said yes, because

73
00:03:31,560 –> 00:03:35,870
Speaker 3: many of our listeners have a similar resume to you,

74
00:03:35,990 –> 00:03:39,060
Speaker 3: but have not taken the leap of faith to go

75
00:03:39,080 –> 00:03:42,550
Speaker 3: to small or challenger brand. And you and I met

76
00:03:42,770 –> 00:03:45,810
Speaker 3: when you were at J & J, now known as Kenview,

77
00:03:45,870 –> 00:03:49,930
Speaker 3: and you were running the Neutrogena business. And then we

78
00:03:49,970 –> 00:03:52,730
Speaker 3: met again when you went to Dollar Shave Pub, which

79
00:03:52,750 –> 00:03:55,890
Speaker 3: at this point was owned by Unilever. And now you’re

80
00:03:55,910 –> 00:03:59,570
Speaker 3: at Versed, which is a brand that’s rising, but might

81
00:03:59,610 –> 00:04:03,120
Speaker 3: not be known to all. And so based on your

82
00:04:03,540 –> 00:04:06,970
Speaker 3: bigger company experience, How do you feel like that’s given

83
00:04:07,010 –> 00:04:10,310
Speaker 3: you a competitive advantage in your current role? And where

84
00:04:10,330 –> 00:04:11,470
Speaker 3: do you have to get upskilled?

85
00:04:11,770 –> 00:04:14,110
Speaker 4: I’m really enjoying this next chapter of my career in

86
00:04:14,190 –> 00:04:16,089
Speaker 4: smaller brands.

87
00:04:16,290 –> 00:04:19,010
Speaker 1: I would argue faster moving brands, which has been really,

88
00:04:19,050 –> 00:04:22,529
Speaker 1: really fun. The two entities that you mentioned, I think

89
00:04:22,570 –> 00:04:26,670
Speaker 1: an important note, great big brands that I learned a

90
00:04:26,870 –> 00:04:29,789
Speaker 1: lot from. Obviously, many, many years working on the J &

91
00:04:29,370 –> 00:04:33,370
Speaker 1: J beauty portfolio, Neutrogena specifically. where I can bring a

92
00:04:33,410 –> 00:04:36,590
Speaker 1: lot of best practices, retail relationships, all the things that

93
00:04:36,630 –> 00:04:39,240
Speaker 1: I learned to smaller brands. And I’m so excited to

94
00:04:39,250 –> 00:04:41,640
Speaker 1: be doing that in this next kind of era.

95
00:04:41,420 –> 00:04:42,020
Speaker 4: Of my career.

96
00:04:42,620 –> 00:04:44,779
Speaker 1: And obviously Dollar Shave Club, which is such a privilege

97
00:04:44,820 –> 00:04:47,460
Speaker 1: to do some of the same with Unilever, but on

98
00:04:47,480 –> 00:04:48,979
Speaker 1: a really digitally native brand.

99
00:04:49,020 –> 00:04:51,680
Speaker 4: Which is just a whole other skillset that now I have.

100
00:04:51,420 –> 00:04:54,210
Speaker 1: That I can bring to again, these newer beauty brands.

101
00:04:54,410 –> 00:04:56,170
Speaker 1: The first one I’m really excited to work with a

102
00:04:56,190 –> 00:04:58,980
Speaker 1: founder directly on. The part of my resume that you

103
00:04:59,060 –> 00:05:00,820
Speaker 1: don’t see as much on LinkedIn is that I actually

104
00:05:00,860 –> 00:05:04,380
Speaker 1: spent many, many years on merger and acquisition committees, meeting

105
00:05:04,420 –> 00:05:07,200
Speaker 1: with founders, looking at brands that bigger companies might be

106
00:05:07,240 –> 00:05:09,140
Speaker 1: able to help scale to the next level.

107
00:05:09,700 –> 00:05:11,580
Speaker 4: And I just fell in love with talking to founders.

108
00:05:12,220 –> 00:05:14,640
Speaker 1: And I loved that part of my job so much

109
00:05:14,760 –> 00:05:17,169
Speaker 1: because I could think about how these brands could be

110
00:05:17,200 –> 00:05:20,620
Speaker 1: the next Neutrogena or the next Aveeno or… do something

111
00:05:20,640 –> 00:05:22,860
Speaker 1: really different in the market than some of the legacy

112
00:05:22,880 –> 00:05:23,880
Speaker 1: brands have done.

113
00:05:24,640 –> 00:05:27,050
Speaker 4: And I just loved founders. They thought differently.

114
00:05:27,089 –> 00:05:30,510
Speaker 1: They moved fast. They were demanding in a really unique way.

115
00:05:30,529 –> 00:05:33,849
Speaker 1: And I just had this moment where I wanted to

116
00:05:34,070 –> 00:05:36,570
Speaker 1: go actually work side by side with a founder, not

117
00:05:37,210 –> 00:05:38,620
Speaker 1: be on the other side of the table, but be

118
00:05:38,660 –> 00:05:42,120
Speaker 1: with them to bring the expertise, but also learn the

119
00:05:42,200 –> 00:05:45,340
Speaker 1: unique way these smaller, more indie, more upstart brands were

120
00:05:46,160 –> 00:05:48,440
Speaker 1: building a brand new playbook and being able to bring

121
00:05:48,480 –> 00:05:51,279
Speaker 1: both together, I think is my secret sauce because I’ve

122
00:05:51,320 –> 00:05:53,060
Speaker 1: spent so much time with founders that I can walk

123
00:05:53,100 –> 00:05:56,010
Speaker 1: the talk. I can kind of go founder mode, scrappy,

124
00:05:56,490 –> 00:05:59,110
Speaker 1: always have even on bigger brands. But then when I

125
00:05:59,170 –> 00:06:02,190
Speaker 1: need to go more like manager mode and big company

126
00:06:02,230 –> 00:06:04,580
Speaker 1: process and get a big deck together for target, I

127
00:06:04,600 –> 00:06:07,039
Speaker 1: can do that too. And so I love flexing both.

128
00:06:07,120 –> 00:06:09,850
Speaker 1: And I actually have realized upon reflection that I’ve been

129
00:06:09,870 –> 00:06:10,790
Speaker 1: doing both for a long time.

130
00:06:10,810 –> 00:06:13,089
Speaker 2: I love pulling on all of the muscles because you

131
00:06:13,110 –> 00:06:15,170
Speaker 2: kind of don’t know from a career perspective where your

132
00:06:15,190 –> 00:06:17,800
Speaker 2: story is going to end up leading to. So the

133
00:06:17,820 –> 00:06:21,560
Speaker 2: things that become part of your unique arsenal is what

134
00:06:21,600 –> 00:06:23,940
Speaker 2: makes you where you are. But nobody would have written

135
00:06:23,960 –> 00:06:27,679
Speaker 2: that job description until you’ve had all of those different

136
00:06:27,760 –> 00:06:31,790
Speaker 2: kinds of experiences. So I’m sure that when this opportunity

137
00:06:31,850 –> 00:06:33,650
Speaker 2: presented itself, you’re like, oh my gosh, I was totally

138
00:06:33,690 –> 00:06:34,210
Speaker 2: born for this.

139
00:06:34,670 –> 00:06:35,710
Speaker 4: Yeah. I wanted to find.

140
00:06:36,110 –> 00:06:38,830
Speaker 1: The right founders to work with, Catherine Power, who founded

141
00:06:38,870 –> 00:06:43,150
Speaker 1: Versed Skin, is certainly one of those prolific visionary founders,

142
00:06:43,190 –> 00:06:46,950
Speaker 1: but very business-minded founders. And finding that right founder where

143
00:06:46,970 –> 00:06:49,750
Speaker 1: you could see eye to eye, or if and when

144
00:06:49,830 –> 00:06:52,350
Speaker 1: you disagree, you do so on the basis of really

145
00:06:52,450 –> 00:06:55,270
Speaker 1: great dialogue is exactly the name of the game to

146
00:06:55,410 –> 00:06:57,669
Speaker 1: find kind of your right match. The one thing that

147
00:06:57,690 –> 00:07:00,690
Speaker 1: I’ve really learned a lot about in this kind of

148
00:07:00,970 –> 00:07:05,409
Speaker 1: earlier stage growth company is actually staffing and recruiting. When

149
00:07:05,450 –> 00:07:08,250
Speaker 1: I was at bigger brands, people always would say, and

150
00:07:08,270 –> 00:07:10,890
Speaker 1: I think it was right, hire kind of a complimentary

151
00:07:10,940 –> 00:07:13,960
Speaker 1: team around you. You grow up as a marketer, make

152
00:07:13,980 –> 00:07:15,660
Speaker 1: sure you have a good salesperson. And I think that

153
00:07:15,720 –> 00:07:18,660
Speaker 1: that can be true depending on the situation. I’ve actually

154
00:07:18,700 –> 00:07:21,680
Speaker 1: found in this earlier growth stage, hiring people that already

155
00:07:21,740 –> 00:07:25,060
Speaker 1: have your skill set so you don’t gravitate there and

156
00:07:25,560 –> 00:07:27,420
Speaker 1: actually digging in in the beginning and learning the things

157
00:07:27,440 –> 00:07:29,340
Speaker 1: you’re not as good at so that you then, when

158
00:07:29,360 –> 00:07:32,900
Speaker 1: you go hire for it permanently, you know exactly what

159
00:07:32,920 –> 00:07:35,320
Speaker 1: you’re looking for because you’ve done the work. So it’d

160
00:07:35,350 –> 00:07:38,550
Speaker 1: be so easy for me as a brand manager, marketer,

161
00:07:38,870 –> 00:07:43,270
Speaker 1: retail marketer, to want to gravitate toward those activities disproportionately.

162
00:07:43,790 –> 00:07:45,050
Speaker 1: But one thing I had to learn as a smaller

163
00:07:45,110 –> 00:07:49,400
Speaker 1: company was go to the warehouse first, understand what consumer

164
00:07:49,440 –> 00:07:52,820
Speaker 1: comments were coming in through CX, get into the balance sheet,

165
00:07:52,880 –> 00:07:55,900
Speaker 1: understand the cash position, not outsource that to a big

166
00:07:55,940 –> 00:07:58,120
Speaker 1: finance team just because you’re marked as a marketer in

167
00:07:58,160 –> 00:08:01,380
Speaker 1: a big company. So actually I’ve done the opposite so far.

168
00:08:01,490 –> 00:08:04,860
Speaker 1: And eventually you hire complimentary skills, but If you hire

169
00:08:04,880 –> 00:08:06,320
Speaker 1: people who have the skill set you do, then you

170
00:08:06,360 –> 00:08:08,680
Speaker 1: don’t have to worry about gravitating toward the things you’re

171
00:08:08,700 –> 00:08:10,960
Speaker 1: just going to naturally spend time on. You’re going to

172
00:08:10,980 –> 00:08:12,880
Speaker 1: learn new things and get sharper at the other parts

173
00:08:12,900 –> 00:08:15,270
Speaker 1: of your business, which being part of an end-to-end P &

174
00:08:14,790 –> 00:08:17,850
Speaker 1: L leader, you have to understand everything and you have

175
00:08:17,870 –> 00:08:19,730
Speaker 1: to know exactly how to recruit, even if you didn’t

176
00:08:19,750 –> 00:08:21,130
Speaker 1: grow up with exactly that skill set.

177
00:08:21,330 –> 00:08:23,350
Speaker 3: At what point in your journey with Burst did you

178
00:08:23,410 –> 00:08:24,050
Speaker 3: realize that?

179
00:08:24,250 –> 00:08:27,400
Speaker 1: I think six months in, knowing I wanted to move

180
00:08:27,440 –> 00:08:31,420
Speaker 1: fast and we had a lot of growth opportunity ahead.

181
00:08:32,020 –> 00:08:35,319
Speaker 1: And as a fast-moving brand, a lot we wanted to

182
00:08:35,360 –> 00:08:38,199
Speaker 1: go chase in short order and lots of market opportunities.

183
00:08:39,040 –> 00:08:41,900
Speaker 1: And my reflection was, I’ll spend all my time doing

184
00:08:41,920 –> 00:08:45,410
Speaker 1: marketing and retail meetings if I’m not careful. And I

185
00:08:45,450 –> 00:08:47,650
Speaker 1: need to know that the warehouse is prepared for this expansion.

186
00:08:47,730 –> 00:08:50,530
Speaker 1: I need to find contract manufacturers that are really interesting

187
00:08:50,570 –> 00:08:52,740
Speaker 1: to work with. I don’t have a big R &

188
00:08:52,460 –> 00:08:54,420
Speaker 1: D team that can tell me where we’re going to

189
00:08:54,460 –> 00:08:57,070
Speaker 1: go source this from and As soon as I saw

190
00:08:57,210 –> 00:08:59,790
Speaker 1: a plethora of market opportunities and the pace we were

191
00:08:59,809 –> 00:09:02,630
Speaker 1: meant to move at, I started to think really differently

192
00:09:02,770 –> 00:09:04,250
Speaker 1: about how I could approach this challenge.

193
00:09:04,530 –> 00:09:09,750
Speaker 2: Really interesting, especially in the context of your experience and

194
00:09:09,790 –> 00:09:12,840
Speaker 2: almost like not leaning into the muscle you’re used to.

195
00:09:13,250 –> 00:09:15,760
Speaker 2: When I think about, you know, Dollar Shave Club, there’s

196
00:09:15,780 –> 00:09:18,060
Speaker 2: so many immediate things that you say, oh yeah, I’ve

197
00:09:18,160 –> 00:09:22,540
Speaker 2: used that trick before. Or, you know, I know this works,

198
00:09:22,820 –> 00:09:27,520
Speaker 2: although the market’s always changing. Influencer marketing is changing. Direct-to-consumer

199
00:09:27,540 –> 00:09:32,230
Speaker 2: has become challenged in different ways. So now you’ve got

200
00:09:32,330 –> 00:09:36,030
Speaker 2: both of these different experiences. You’ve got the bigger company experience.

201
00:09:36,050 –> 00:09:38,510
Speaker 2: You’ve got what it’s looking like at first. You’ve advised

202
00:09:39,130 –> 00:09:42,770
Speaker 2: founders before. You talked about upskilling in different ways. What

203
00:09:42,809 –> 00:09:45,719
Speaker 2: was the biggest unlock as you’ve thought through that? You’ve

204
00:09:45,750 –> 00:09:48,260
Speaker 2: talked about finance teams going to the warehouse. What’s the

205
00:09:48,280 –> 00:09:49,340
Speaker 2: thing that surprised you the most?

206
00:09:49,760 –> 00:09:52,560
Speaker 1: What surprised me the most was how quickly you can

207
00:09:52,580 –> 00:09:56,479
Speaker 1: kind of assess what you what you need, the clearer you,

208
00:09:56,780 –> 00:09:58,400
Speaker 1: not that you’re going to do the job perfectly as

209
00:09:58,440 –> 00:10:00,780
Speaker 1: well as an expert or a specialist, but getting in

210
00:10:00,820 –> 00:10:03,700
Speaker 1: there and getting a little bit, getting pretty dirty and

211
00:10:03,860 –> 00:10:07,900
Speaker 1: understanding the space and the skill sets that’s needed, the

212
00:10:07,960 –> 00:10:12,470
Speaker 1: success factors and benchmarking to different people in the space

213
00:10:12,520 –> 00:10:15,450
Speaker 1: that have those experiences. It also really pushed me to

214
00:10:15,490 –> 00:10:18,580
Speaker 1: network in a really different more disruptive way because I

215
00:10:18,620 –> 00:10:20,840
Speaker 1: wanted to compare notes. I wanted best practices. I wanted

216
00:10:20,860 –> 00:10:23,810
Speaker 1: to be at industry events. Is that even the right

217
00:10:24,290 –> 00:10:26,470
Speaker 1: vendor to partner with? What are other brands that are

218
00:10:26,510 –> 00:10:29,710
Speaker 1: non-competitive learning and seeing? In a big company, you also

219
00:10:29,770 –> 00:10:32,709
Speaker 1: network a lot within your own company because there’s a

220
00:10:32,730 –> 00:10:35,380
Speaker 1: lot of resources to do so. There’s a big, bad

221
00:10:35,410 –> 00:10:37,760
Speaker 1: world out there of people who are doing really cool,

222
00:10:37,800 –> 00:10:41,320
Speaker 1: smart things that don’t have your company letterhead that are

223
00:10:41,400 –> 00:10:43,900
Speaker 1: really fun to compare notes with. The second that that

224
00:10:43,920 –> 00:10:46,469
Speaker 1: started to happen, I started to get a lot of

225
00:10:46,510 –> 00:10:50,270
Speaker 1: connections going and learning a ton from different business operators,

226
00:10:50,490 –> 00:10:53,410
Speaker 1: other heads of marketing, general managers, what they were seeing,

227
00:10:53,429 –> 00:10:55,850
Speaker 1: what they were doing. I was able to really compare

228
00:10:55,890 –> 00:10:58,140
Speaker 1: notes a lot faster and it’s thrilling to be able

229
00:10:58,160 –> 00:10:59,179
Speaker 1: to network in that way.

230
00:11:00,220 –> 00:11:03,740
Speaker 3: So your founder of Burst, Catherine, she was kind of

231
00:11:03,800 –> 00:11:09,610
Speaker 3: one of the first millennial influencers. Now she’s turned that

232
00:11:09,660 –> 00:11:12,710
Speaker 3: into a lot of different businesses, one being Burst Skin.

233
00:11:13,250 –> 00:11:17,970
Speaker 3: The playbook in terms of influencer marketing, creator marketing, whatever

234
00:11:18,010 –> 00:11:22,920
Speaker 3: word you choose to use, has evolved. And direct-to-consumer brands

235
00:11:22,960 –> 00:11:25,340
Speaker 3: that used to be built in the backbone of Instagram

236
00:11:25,380 –> 00:11:29,640
Speaker 3: and Shopify have also been challenged in recent years. Now

237
00:11:29,679 –> 00:11:32,819
Speaker 3: that you’ve been in this seat, leading verse, what do

238
00:11:32,900 –> 00:11:36,660
Speaker 3: you feel is the playbook to build modern-day consumer brands?

239
00:11:36,860 –> 00:11:40,010
Speaker 4: Yeah, the playbook first is know where the sweet spot is.

240
00:11:40,260 –> 00:11:43,170
Speaker 1: Consumer is, and I don’t mean demographically, but just really

241
00:11:43,730 –> 00:11:46,730
Speaker 1: get in her head, his head, their head of who

242
00:11:46,770 –> 00:11:49,490
Speaker 1: they are, what their day-to-day world is, and what their

243
00:11:49,510 –> 00:11:52,410
Speaker 1: pain points are. Make sure your brand and your top

244
00:11:52,450 –> 00:11:57,980
Speaker 1: products have a market fit to address that and are

245
00:11:58,000 –> 00:12:00,600
Speaker 1: going to solve a real problem and not just add

246
00:12:00,620 –> 00:12:02,980
Speaker 1: more problems or complications, but really you’re going to go

247
00:12:03,100 –> 00:12:06,739
Speaker 1: after the bigger insights or pain points or difficulties in

248
00:12:06,760 –> 00:12:08,100
Speaker 1: their day-to-day or routine and.

249
00:12:09,740 –> 00:12:13,260
Speaker 4: From there, figure out how they’re going to see a

250
00:12:13,300 –> 00:12:13,800
Speaker 4: lot of you.

251
00:12:14,140 –> 00:12:17,439
Speaker 1: You can’t just do lower funnel meta retargeting if you

252
00:12:17,480 –> 00:12:20,020
Speaker 1: want to talk to new people. And so a full

253
00:12:20,080 –> 00:12:24,260
Speaker 1: funnel approach, being willing to do creator work that’s much

254
00:12:24,300 –> 00:12:26,939
Speaker 1: more top of funnel, much more awareness driving, which is

255
00:12:27,080 –> 00:12:30,780
Speaker 1: harder to measure. And so as a business operator, as

256
00:12:30,840 –> 00:12:33,420
Speaker 1: a former CMO, you always have a finance team wanting

257
00:12:33,440 –> 00:12:37,620
Speaker 1: to understand the ROI of everything, a real robust approach.

258
00:12:38,760 –> 00:12:42,490
Speaker 1: full marketing plan that’s really going to make a brand

259
00:12:42,540 –> 00:12:45,770
Speaker 1: sing is going to have very, very strong top and

260
00:12:45,790 –> 00:12:49,470
Speaker 1: bottom funnel bets, even within creators and influencers. So sometimes

261
00:12:49,490 –> 00:12:51,730
Speaker 1: you’ll want to measure them based on ROI, but sometimes

262
00:12:52,250 –> 00:12:55,110
Speaker 1: you’re doing them for a longer vision on the brand

263
00:12:55,170 –> 00:12:56,870
Speaker 1: and who you want to be working with and showing

264
00:12:56,950 –> 00:13:00,189
Speaker 1: up with. And being willing to take risks and have

265
00:13:00,230 –> 00:13:03,850
Speaker 1: that full funnel approach has been a huge unlock, I think,

266
00:13:04,050 –> 00:13:06,470
Speaker 1: just in the industry in general, where everyone was looking

267
00:13:06,510 –> 00:13:09,840
Speaker 1: at last click and talking about attribution. On a small brand,

268
00:13:09,860 –> 00:13:12,960
Speaker 1: you don’t have a big media study to tell you

269
00:13:13,000 –> 00:13:16,480
Speaker 1: exactly what to do. So really understanding the different levers

270
00:13:16,520 –> 00:13:19,370
Speaker 1: that will reach or have reached our target audience. They

271
00:13:19,400 –> 00:13:22,270
Speaker 1: capture their whole heart. They see it then multiple times.

272
00:13:22,790 –> 00:13:25,690
Speaker 1: And you’re really following through a much more complex journey

273
00:13:25,730 –> 00:13:28,270
Speaker 1: now of people aren’t just clicking because you served them

274
00:13:28,309 –> 00:13:30,250
Speaker 1: an ad. To your point, the D2C brands, I think,

275
00:13:30,290 –> 00:13:33,250
Speaker 1: have learned that quickly and over time. You need to

276
00:13:33,270 –> 00:13:35,130
Speaker 1: be able to hear it from a friend, see it

277
00:13:35,150 –> 00:13:37,960
Speaker 1: in a store, catch a glance of an ad, hear

278
00:13:38,000 –> 00:13:40,150
Speaker 1: a creator you trust and care about talk about it,

279
00:13:40,429 –> 00:13:42,400
Speaker 1: and then be in the store or online at the

280
00:13:42,420 –> 00:13:44,699
Speaker 1: right time that it’s time to replenish. And that’s a

281
00:13:44,800 –> 00:13:47,700
Speaker 1: multifaceted journey that you have to build a marketing funnel for.

282
00:13:48,360 –> 00:13:52,219
Speaker 3: In all of that, given how loud the media can be,

283
00:13:53,040 –> 00:13:56,780
Speaker 3: what’s the role of TikTok in building an emerging brand?

284
00:13:57,200 –> 00:13:59,640
Speaker 1: We have to be everywhere our consumer is. We don’t

285
00:13:59,660 –> 00:14:01,640
Speaker 1: get to decide everything. that we’d rather be in one

286
00:14:01,679 –> 00:14:05,660
Speaker 1: place or another. TikTok is my belief, not just Gen Alpha,

287
00:14:05,700 –> 00:14:08,719
Speaker 1: Gen Z. We’re very squarely and a lot of Catherine

288
00:14:08,760 –> 00:14:12,980
Speaker 1: Power’s brands are very much multi-generational, but definitely sweet spot.

289
00:14:13,360 –> 00:14:16,839
Speaker 4: Upper Millennial, Gen X, they’re on TikTok. I look at

290
00:14:16,900 –> 00:14:17,940
Speaker 4: all of our own behavior.

291
00:14:17,960 –> 00:14:22,880
Speaker 1: It’s not just a viral trend-driven platform. It’s a platform

292
00:14:22,940 –> 00:14:26,760
Speaker 1: for authentic creators to share their stories, share their endorsements.

293
00:14:27,600 –> 00:14:30,280
Speaker 1: TikTok shop is incredibly exciting because of that. I think

294
00:14:30,380 –> 00:14:33,240
Speaker 1: that will be very interesting to watch over the next year,

295
00:14:33,260 –> 00:14:36,060
Speaker 1: year and a half and where that goes. But that

296
00:14:36,100 –> 00:14:38,960
Speaker 1: is not just a Gen Alpha, Gen Z playground at all.

297
00:14:39,020 –> 00:14:43,020
Speaker 1: There are real authentic creators that are connecting with their audiences.

298
00:14:43,720 –> 00:14:45,560
Speaker 1: And as a brand, if that’s where your audience is,

299
00:14:45,580 –> 00:14:48,320
Speaker 1: ours is Upper Millennial Gen X, that’s where we’ll be.

300
00:14:48,380 –> 00:14:50,960
Speaker 1: And those are the creators we’ll build relationships with across

301
00:14:51,120 –> 00:14:54,500
Speaker 1: whether it’s YouTube, TikTok, Meta, Pinterest, you name it. We

302
00:14:54,520 –> 00:14:56,350
Speaker 1: want to be with the creators that matter most to

303
00:14:56,400 –> 00:14:56,880
Speaker 1: our consumer.

304
00:14:57,840 –> 00:15:00,640
Speaker 2: Because it’s always so changing, what do you think are

305
00:15:00,660 –> 00:15:03,990
Speaker 2: the big headwinds and tailwinds? I mean, TikTok is a

306
00:15:04,030 –> 00:15:10,070
Speaker 2: very good point, but whatever the marketing darling du jour is,

307
00:15:10,510 –> 00:15:12,390
Speaker 2: it’s more than just marketing to your point. So what

308
00:15:12,410 –> 00:15:14,910
Speaker 2: do you see as the bigger headwinds and tailwinds? Even

309
00:15:14,950 –> 00:15:16,609
Speaker 2: if we look back the past five years in the

310
00:15:16,630 –> 00:15:21,660
Speaker 2: world of beauty, skincare was up during COVID, then cosmetics

311
00:15:21,700 –> 00:15:24,560
Speaker 2: came back in when we started coming out again. are

312
00:15:24,600 –> 00:15:28,560
Speaker 2: supply issues, pricing issues, there’s always a thing. What do

313
00:15:28,600 –> 00:15:30,360
Speaker 2: you think of the future things that are going to

314
00:15:30,380 –> 00:15:31,120
Speaker 2: be big swings?

315
00:15:31,400 –> 00:15:33,750
Speaker 1: Yeah, well, I think we all know that lipstick will

316
00:15:34,450 –> 00:15:37,930
Speaker 1: keep enduring. That’s not going anywhere. All joking aside, I

317
00:15:38,110 –> 00:15:40,270
Speaker 1: think as we think about the next year or two,

318
00:15:40,830 –> 00:15:43,770
Speaker 1: there’s been a real frenzy around beauty in the US

319
00:15:43,810 –> 00:15:47,210
Speaker 1: in particular, that’s been exciting for brands. And it’s brought

320
00:15:47,250 –> 00:15:50,030
Speaker 1: in the next generation of consumers, it’s made consumers who

321
00:15:50,050 –> 00:15:54,330
Speaker 1: maybe had Legacy routines, really reconsider them and reevaluate and

322
00:15:54,410 –> 00:15:56,729
Speaker 1: change up their routine. Try some new products because they’ve

323
00:15:56,770 –> 00:16:01,570
Speaker 1: heard about the rampant enthusiasm in skincare, body, hair, color,

324
00:16:01,610 –> 00:16:04,840
Speaker 1: you name it. And I always say that beauty is

325
00:16:05,440 –> 00:16:09,000
Speaker 1: largely economy and recession proof. It’s just that different habits

326
00:16:09,040 –> 00:16:12,480
Speaker 1: and practices change in the context of different stages. So

327
00:16:12,500 –> 00:16:14,800
Speaker 1: beauty is not going anywhere. The question is just what

328
00:16:14,820 –> 00:16:16,920
Speaker 1: do people need in the next year, year and a half?

329
00:16:17,760 –> 00:16:21,500
Speaker 1: For us, it’s really about a human touch. authenticity, a

330
00:16:22,160 –> 00:16:24,660
Speaker 1: bit of reality. You don’t need the next viral thing

331
00:16:24,680 –> 00:16:26,460
Speaker 1: that your 10 friends said if it doesn’t work for

332
00:16:26,480 –> 00:16:29,540
Speaker 1: your skin. We want to be talking authentically. And I

333
00:16:29,620 –> 00:16:33,020
Speaker 1: really believe brands will win the day if they really

334
00:16:33,060 –> 00:16:36,840
Speaker 1: understand what you need, right? Sarah, what you need versus Rachel,

335
00:16:36,880 –> 00:16:39,479
Speaker 1: what you need is different. You can trade notes, but

336
00:16:40,080 –> 00:16:42,110
Speaker 1: your skin is very different. Your lives are different. The

337
00:16:42,140 –> 00:16:45,130
Speaker 1: conditions you exist in are different. The beauty look you

338
00:16:45,150 –> 00:16:48,510
Speaker 1: want is different. And so really understanding people at a

339
00:16:48,550 –> 00:16:50,950
Speaker 1: much more human level and And while I love data

340
00:16:50,990 –> 00:16:52,880
Speaker 1: and I love tech and I love all of the

341
00:16:53,040 –> 00:16:55,360
Speaker 1: things we have to enable our plans and brands now,

342
00:16:55,720 –> 00:16:58,280
Speaker 1: talking to consumers is going to win the day right

343
00:16:58,320 –> 00:17:02,260
Speaker 1: now when people want a much more humble, authentic take

344
00:17:02,300 –> 00:17:04,359
Speaker 1: on a brand. They want to see the people on

345
00:17:04,380 –> 00:17:06,580
Speaker 1: the brand and know that they’re real. They want to

346
00:17:06,619 –> 00:17:09,100
Speaker 1: hear directly from somebody that doesn’t sound like a consumer

347
00:17:09,140 –> 00:17:12,650
Speaker 1: service rep. They want real advice. And then be able

348
00:17:12,670 –> 00:17:15,450
Speaker 1: to show off and talk about the results that they’re

349
00:17:15,590 –> 00:17:19,570
Speaker 1: actually getting in their skin. And to me, that’s a big…

350
00:17:20,000 –> 00:17:23,220
Speaker 1: important one on the horizon to recognize, the authenticity piece.

351
00:17:23,840 –> 00:17:27,510
Speaker 1: I think a headwind to that is obviously AI is.

352
00:17:27,480 –> 00:17:28,830
Speaker 4: Super tempting and exciting.

353
00:17:28,960 –> 00:17:30,369
Speaker 1: And I think when used in the right way, it

354
00:17:30,770 –> 00:17:33,389
Speaker 1: will bring a lot of good to brands and what

355
00:17:33,430 –> 00:17:35,950
Speaker 1: we can do in terms of the future of marketing,

356
00:17:36,050 –> 00:17:39,490
Speaker 1: how it can help you crowdsource ideas, write some early taglines.

357
00:17:39,550 –> 00:17:40,590
Speaker 4: But if we’re solely.

358
00:17:40,369 –> 00:17:43,450
Speaker 1: Relying on AI, we lose that human touch as brands.

359
00:17:43,670 –> 00:17:47,520
Speaker 1: And so balancing the new and shiny tech with what

360
00:17:47,600 –> 00:17:49,280
Speaker 1: is the tried and true, which is people just want

361
00:17:49,320 –> 00:17:50,899
Speaker 1: to hear from you and know that you’re going to

362
00:17:50,920 –> 00:17:53,880
Speaker 1: make a difference in their lives and not forgetting that

363
00:17:53,940 –> 00:17:57,160
Speaker 1: in a world that’s becoming ever more advanced. The other

364
00:17:57,240 –> 00:18:01,070
Speaker 1: headwind is there’s a prolific number of innovations and molecules

365
00:18:01,170 –> 00:18:04,310
Speaker 1: and new vendors coming out to bring new skincare to

366
00:18:04,330 –> 00:18:07,270
Speaker 1: the market. I think a headwind is we could all

367
00:18:07,350 –> 00:18:09,970
Speaker 1: add way too much into the category and confuse the

368
00:18:10,010 –> 00:18:13,310
Speaker 1: consumer even further. So being really judicious about why are

369
00:18:13,330 –> 00:18:16,310
Speaker 1: you launching a new product and Is it really different

370
00:18:16,350 –> 00:18:18,450
Speaker 1: than what’s on the market or what you offer today?

371
00:18:18,510 –> 00:18:21,030
Speaker 4: And is it going to make a meaningful difference? And

372
00:18:21,070 –> 00:18:22,740
Speaker 4: are people going to love using it?

373
00:18:22,859 –> 00:18:24,560
Speaker 1: Like not just to launch it, to launch it because

374
00:18:24,600 –> 00:18:28,140
Speaker 1: it has the next trending ingredient, but there are many,

375
00:18:28,180 –> 00:18:31,040
Speaker 1: many more options for us as product developers and really

376
00:18:31,080 –> 00:18:34,220
Speaker 1: being thoughtful about which ones so that we don’t contribute

377
00:18:34,240 –> 00:18:37,240
Speaker 1: to continued category proliferation is a big one. And then

378
00:18:37,420 –> 00:18:40,139
Speaker 1: my last one is just global marketplace. We started in

379
00:18:40,160 –> 00:18:42,659
Speaker 1: the US in a really big way. But even a

380
00:18:42,680 –> 00:18:45,260
Speaker 1: brand that is largely US-based, we’re in Canada, we’re in

381
00:18:45,280 –> 00:18:48,880
Speaker 1: the UK, continuing to be globally aware is so, so important.

382
00:18:49,070 –> 00:18:52,630
Speaker 1: The trends that are influencing the US beauty consumer, how

383
00:18:52,650 –> 00:18:56,929
Speaker 1: the US dermatology practice is now influencing the global marketplace,

384
00:18:57,090 –> 00:18:59,530
Speaker 1: and then even just supply chain. I mean, there are

385
00:18:59,930 –> 00:19:03,389
Speaker 1: container ships backed up in every port right now in

386
00:19:03,430 –> 00:19:06,350
Speaker 1: the country. And that’s because you have to understand that

387
00:19:06,390 –> 00:19:08,889
Speaker 1: to run a business because the world is changing and

388
00:19:08,910 –> 00:19:11,270
Speaker 1: the global marketplace changes. means that you have to really

389
00:19:11,290 –> 00:19:13,609
Speaker 1: understand what’s happening outside of the boundaries of the countries

390
00:19:13,630 –> 00:19:14,570
Speaker 1: you choose to compete in.

391
00:19:14,970 –> 00:19:19,540
Speaker 3: Perfectly well articulated. When you think about headwinds and tailwinds

392
00:19:19,560 –> 00:19:24,480
Speaker 3: as it applies to channel distribution, especially maybe not having

393
00:19:24,500 –> 00:19:28,260
Speaker 3: the leverage of Neutrogena or Unilever behind you, how have

394
00:19:28,400 –> 00:19:32,030
Speaker 3: those conversations evolved with your retail partners?

395
00:19:32,150 –> 00:19:33,129
Speaker 4: Going from big to small?

396
00:19:33,350 –> 00:19:33,590
Speaker 3: Yeah.

397
00:19:34,070 –> 00:19:35,750
Speaker 1: It’s been exciting for me to be able to bring

398
00:19:36,460 –> 00:19:39,899
Speaker 1: A lifetime of relationships to some of the smaller brands,

399
00:19:40,050 –> 00:19:43,290
Speaker 1: you know, some of the buyer merchant partners I’ve called

400
00:19:43,350 –> 00:19:45,470
Speaker 1: on for many, many years and have great friendships and

401
00:19:45,490 –> 00:19:49,850
Speaker 1: relationships and know what they’re looking for at the same time.

402
00:19:50,220 –> 00:19:53,260
Speaker 1: on a smaller brand, what’s been just a breath of

403
00:19:53,300 –> 00:19:56,639
Speaker 1: fresh air is they just want to know what’s happening

404
00:19:56,680 –> 00:19:59,300
Speaker 1: out there in the world. They want interesting new perspectives

405
00:19:59,359 –> 00:20:02,360
Speaker 1: on trends. They want to ideate with you. We talk

406
00:20:02,400 –> 00:20:04,640
Speaker 1: about being in the kitchen and bringing some early formulas,

407
00:20:04,700 –> 00:20:06,990
Speaker 1: even if we don’t think they’re perfect, we want their input.

408
00:20:07,470 –> 00:20:09,570
Speaker 1: There’s both being buttoned up when it’s time for the

409
00:20:09,630 –> 00:20:13,470
Speaker 1: final sell and pitch, but also just being real in

410
00:20:13,490 –> 00:20:18,280
Speaker 1: the day-to-day and bringing them things that bigger companies aren’t

411
00:20:18,340 –> 00:20:21,480
Speaker 1: necessarily wanting or able to bring, which is a real

412
00:20:21,560 –> 00:20:24,419
Speaker 1: pulse on culture, interesting new trends, a vision into where

413
00:20:24,440 –> 00:20:26,780
Speaker 1: the category might be headed. I think they’re just having

414
00:20:26,800 –> 00:20:29,010
Speaker 1: a lot of fun in the meeting and being creative

415
00:20:29,050 –> 00:20:31,670
Speaker 1: together to build the business. You can get the formal

416
00:20:31,690 –> 00:20:33,909
Speaker 1: pitch together when it’s time for the big line review,

417
00:20:33,970 –> 00:20:36,650
Speaker 1: et cetera, but just being really close with them and

418
00:20:37,450 –> 00:20:39,639
Speaker 1: make your merchant or your buyer famous. What’s it going

419
00:20:39,660 –> 00:20:42,920
Speaker 1: to take to make them super, super famous within their

420
00:20:42,960 –> 00:20:46,320
Speaker 1: own walls? Because you made them smarter, more inspired, brought

421
00:20:46,359 –> 00:20:49,800
Speaker 1: them the best trends. It’s less about the PowerPoint deck

422
00:20:49,840 –> 00:20:52,430
Speaker 1: and the final sell-in and the pitch. It’s about being

423
00:20:52,450 –> 00:20:54,409
Speaker 1: in the mix and in the day-to-day so you can

424
00:20:54,430 –> 00:20:57,750
Speaker 1: keep bringing them what can be really disruptive to their categories.

425
00:20:58,430 –> 00:21:01,520
Speaker 3: Love that. We have to ask you our famous last question,

426
00:21:01,600 –> 00:21:03,710
Speaker 3: which is what’s the bravest thing you’ve ever done?

427
00:21:03,730 –> 00:21:06,610
Speaker 4: I love that. And you said personal or professional, right?

428
00:21:06,650 –> 00:21:09,310
Speaker 4: So I have a range of options, which is very exciting.

429
00:21:09,630 –> 00:21:09,950
Speaker 5: Yeah.

430
00:21:10,369 –> 00:21:14,409
Speaker 1: I think the biggest risk I ever took, scariest thing

431
00:21:14,470 –> 00:21:17,840
Speaker 1: I ever did was both personal and professional. I had

432
00:21:17,880 –> 00:21:22,379
Speaker 1: a great Neutrogena career, family nearby in the US personally,

433
00:21:22,400 –> 00:21:27,020
Speaker 1: two very little kids, very busy career, two career household.

434
00:21:27,800 –> 00:21:29,399
Speaker 1: And I woke up one day and was like, I

435
00:21:29,440 –> 00:21:31,639
Speaker 1: want to go work in Asia. And I didn’t know

436
00:21:31,680 –> 00:21:33,040
Speaker 1: how I was going to do it. I didn’t know

437
00:21:33,060 –> 00:21:35,629
Speaker 1: if it was possible. I just knew I was ready.

438
00:21:35,930 –> 00:21:38,070
Speaker 1: I had learned every US retailer. I had worked in

439
00:21:38,210 –> 00:21:41,910
Speaker 1: every category in beauty. I still loved Neutrogena and wanted

440
00:21:41,950 –> 00:21:45,169
Speaker 1: to do more for Neutrogena, but knew that something was

441
00:21:45,210 –> 00:21:47,669
Speaker 1: happening in beauty in Asia that was really important and

442
00:21:47,710 –> 00:21:49,909
Speaker 1: in commerce. And I wanted to be part of that future.

443
00:21:50,150 –> 00:21:52,800
Speaker 1: And I also wanted the personal challenge of being able

444
00:21:52,859 –> 00:21:55,480
Speaker 1: to work in different cultures in a more immersive way.

445
00:21:56,100 –> 00:21:57,939
Speaker 1: And I raised my hand to be moved to Asia.

446
00:21:57,960 –> 00:22:00,940
Speaker 1: And the company said, yes, we were on a plane

447
00:22:00,980 –> 00:22:04,170
Speaker 1: two months later, moving two little kids and two careers

448
00:22:04,369 –> 00:22:06,889
Speaker 1: and a life before I even had a chance to

449
00:22:06,950 –> 00:22:09,590
Speaker 1: think about that. To be honest, I’d never been to Singapore.

450
00:22:09,950 –> 00:22:12,240
Speaker 1: I’d never been to Asia. I’d never worked in these

451
00:22:12,300 –> 00:22:15,540
Speaker 1: cultures and suddenly I’m repping this brand in a really

452
00:22:15,600 –> 00:22:16,480
Speaker 1: new area.

453
00:22:16,660 –> 00:22:18,399
Speaker 4: I did have doubts of what the heck have I

454
00:22:18,440 –> 00:22:18,810
Speaker 4: just done?

455
00:22:18,830 –> 00:22:21,310
Speaker 1: And this is the best thing I’ve ever done in

456
00:22:21,350 –> 00:22:23,670
Speaker 1: my life and my career was taking a big risk

457
00:22:23,710 –> 00:22:27,610
Speaker 1: and a big chance at a much more disruptive, immersive experience.

458
00:22:28,010 –> 00:22:28,910
Speaker 3: How long did you stay?

459
00:22:29,109 –> 00:22:32,080
Speaker 1: I told my father we’d stay 18 months pro grandpa

460
00:22:32,150 –> 00:22:34,680
Speaker 1: and we stayed for four years and we resisted even

461
00:22:34,700 –> 00:22:35,780
Speaker 1: leaving as early as we did.

462
00:22:35,800 –> 00:22:39,320
Speaker 4: Wow. Because it was so additive to my perspective.

463
00:22:39,940 –> 00:22:43,690
Speaker 1: It’s permanently formed my view on how you build businesses,

464
00:22:43,850 –> 00:22:47,030
Speaker 1: how consumer trends travel, how you should push your comfort

465
00:22:47,050 –> 00:22:49,189
Speaker 1: zone personally to travel in places that you feel you

466
00:22:49,210 –> 00:22:52,210
Speaker 1: have no business being. And also really taught me to

467
00:22:52,290 –> 00:22:56,210
Speaker 1: listen in new, unique situations, like really listen to different

468
00:22:56,810 –> 00:23:00,630
Speaker 1: cultures and understand the context and perspective in a much

469
00:23:00,670 –> 00:23:01,150
Speaker 1: richer way.

470
00:23:01,710 –> 00:23:04,369
Speaker 3: Well, Carrie, it’s clear that you’re listening in your new

471
00:23:04,450 –> 00:23:07,020
Speaker 3: role at Verse. You talked about listening in the warehouse,

472
00:23:07,080 –> 00:23:10,440
Speaker 3: to your consumers, to your retail partner. So it’s really

473
00:23:10,480 –> 00:23:13,020
Speaker 3: amazing to see how that experience has shaped you.

474
00:23:13,340 –> 00:23:14,560
Speaker 4: Thank you. Thank you for having me.

475
00:23:14,720 –> 00:23:17,020
Speaker 1: A lot of things to come on Verse ahead. And

476
00:23:17,119 –> 00:23:19,400
Speaker 1: so just so, so excited to see both of you

477
00:23:19,480 –> 00:23:22,940
Speaker 1: and connect again. And Rachel, it’s been fun to have

478
00:23:22,980 –> 00:23:24,830
Speaker 1: you in the mix on every brand I’ve been on

479
00:23:24,869 –> 00:23:26,200
Speaker 1: in the recent history.

480
00:23:26,400 –> 00:23:28,710
Speaker 3: Carrie, if people want to check out Verse, where should

481
00:23:28,730 –> 00:23:31,330
Speaker 3: they go? They go to Target. They go where.

482
00:23:31,609 –> 00:23:34,669
Speaker 4: Yeah. Run, don’t walk to Target. It’s all there.

483
00:23:35,010 –> 00:23:38,150
Speaker 1: And if you’re sitting on your couch, verskin.com is there

484
00:23:38,190 –> 00:23:41,180
Speaker 1: for you too. So is target.com, which is a really

485
00:23:41,200 –> 00:23:42,340
Speaker 1: big piece of business for us.

486
00:23:42,420 –> 00:23:43,760
Speaker 4: So absolutely.

487
00:23:44,020 –> 00:23:47,340
Speaker 1: We’re where you need to shop for a great under

488
00:23:47,340 –> 00:23:49,740
Speaker 1: $ 25 Mastige high efficacy product line.

489
00:23:50,100 –> 00:23:52,920
Speaker 3: Sarah’s on it. So am I. And thanks for your time.

490
00:23:53,380 –> 00:23:53,879
Speaker 4: Thank you.

491
00:23:57,540 –> 00:24:02,119
Speaker 3: If you enjoyed hearing about a disruptive skincare brand and

492
00:24:02,140 –> 00:24:05,080
Speaker 3: you want to hear from other recent disruptors that we’ve

493
00:24:05,100 –> 00:24:08,570
Speaker 3: had on the show, you can go check out Tia Mowry,

494
00:24:08,690 –> 00:24:12,889
Speaker 3: who has the haircare line for you at Walmart, or

495
00:24:12,970 –> 00:24:16,590
Speaker 3: go listen to our friend Osh, who’s at Mesa in

496
00:24:16,710 –> 00:24:21,550
Speaker 3: a PE roll-up and innovation portfolio. If you like what

497
00:24:21,570 –> 00:24:25,310
Speaker 3: you hear, tell a friend, write a review. Thanks for listening.

498
00:24:35,180 –> 00:24:53,470
Speaker 5: Thank you. Hi, I’m Jackie Cooper, Global Chief Brand Officer

499
00:24:53,710 –> 00:24:56,330
Speaker 5: at Edelman and the host of Touch of Truth, a

500
00:24:56,369 –> 00:25:00,290
Speaker 5: new podcast launching on the Adweek Podcast Network. My dad

501
00:25:00,369 –> 00:25:03,950
Speaker 5: gave me this incredibly smart piece of advice. Meet everyone once.

502
00:25:04,250 –> 00:25:06,630
Speaker 5: As a result, I’ve met some of the most fascinating

503
00:25:06,650 –> 00:25:09,889
Speaker 5: and inspiring people on the planet. Now on Touch of Truth,

504
00:25:10,109 –> 00:25:13,379
Speaker 5: we’re coming centre stage and sharing the mic to experience

505
00:25:13,420 –> 00:25:16,280
Speaker 5: stories of truth, insights and visions for the future that

506
00:25:16,300 –> 00:25:18,760
Speaker 5: will challenge your way of thinking. Touch of Truth is

507
00:25:18,820 –> 00:25:22,350
Speaker 5: available wherever you listen to podcasts. New episodes come out

508
00:25:22,550 –> 00:25:24,610
Speaker 5: every Tuesday. I do hope to see you there.