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Cherene Aubert is the SVP of Ecommerce and Digital at Ilia Beauty, a 9-figure omnichannel beauty brand. Follow Cherene on X at https://x.com/ChereneAubert and on LinkedIn at https://www.linkedin.com/in/chereneetemadi/.
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Cherene Aubert has helped scale some of the most impressive eCommerce brands—from Bobby’s 9-figure DTC ascent to leading omni-channel growth at Ilia Beauty. In this episode, we dive deep into what separates the next level operators from the rest: brand vs performance, measurement nuance, retail sell-through, and how AI might change everything (again). If you’re an 8 or 9-figure operator trying to think 3 steps ahead, this conversation is a masterclass.
Topics Covered:
-Brand vs. performance marketing at scale
-Attribution without over-measuring
-Scaling retail without cannibalizing DTC
-How top operators are integrating AI today
-Surviving the end of the old Facebook playbook
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CHAPTER TITLES:
3:16: Day to Day of an SVP
7:02 – Why The Attribution of Bank Account Never Lies
14:57: Allocation Your Marketing Budget
23:50 – Turning Influencer Strategy Into A Direct Sale
40:40 – Measuring Your Ad Dollars
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FOLLOW UP WITH ANDREW
X: https://x.com/andrewjfaris
Email: podcast@ajfgrowth.com
Work with Andrew: https://ajfgrowth.com