The Omnichannel Marketer
Kait Stephens
The Omnichannel Marketer Show - hosted by Kait Stephens - is frank discussion about what it takes to build a consumer brand, create a seamless omnichannel experience, and drive revenue and customer lifetime value across DTC, Amazon, and Retail Channels. If you’re looking for the latest strategies, tips, and trends from seasoned omnichannel marketers, want no-B.S. answers to your biggest ecommerce questions, need a perspective on how your peers are addressing the same issues, or just simply want to stay informed and proactive, welcome to the show. Expect to hear from influential brand marketers, as well as operators and founders flying under the radar, who are doing amazing things in every vertical under the sun. Like food & beverage, cosmetics, health & wellness, appliances, and apparel, from high-volume purchases to high-end luxury items. Learn from their mistakes and big wins, and take your brand revenue and experience to the next level. Each episode will deep-dive on the latest omnichannel marketing strategies, including acquisition, brand building, retail, customer experience, retention, and loyalty. Send guest pitches to kait@brij.it.
The Omnichannel Marketer Show - hosted by Kait Stephens - is frank discussion about what it takes to build a consumer brand, create a seamless omnichannel experience, and drive revenue and customer lifetime value across DTC, Amazon, and Retail Channels. If you’re looking for the latest strategies, tips, and trends from seasoned omnichannel marketers, want no-B.S. answers to your biggest ecommerce questions, need a perspective on how your peers are addressing the same issues, or just simply want to stay informed and proactive, welcome to the show. Expect to hear from influential brand marketers, as well as operators and founders flying under the radar, who are doing amazing things in every vertical under the sun. Like food & beverage, cosmetics, health & wellness, appliances, and apparel, from high-volume purchases to high-end luxury items. Learn from their mistakes and big wins, and take your brand revenue and experience to the next level. Each episode will deep-dive on the latest omnichannel marketing strategies, including acquisition, brand building, retail, customer experience, retention, and loyalty. Send guest pitches to kait@brij.it.
Alexandra Tanner @ e.l.f. Beauty
Epizodes
In this episode of the Omnichannel Marketer, host Kait Stephens interviews Alexandra Tanner, VP of Connected Commerce, Naturium at e.l.f. Beauty. Alexandra shares her career journey from digital marketing and e-commerce at L'Oréal to leading social commerce strategy across its portfolio of brands, and now building connected commerce at Naturium. She discusses the rapid evolution of TikTok Shop from an emerging marketplace into a major commerce channel, why brands need to rethink their approach to creators and affiliates, and what it takes to build a successful TikTok Shop strategy. The conversation explores how TikTok is fundamentally changing the consumer shopping journey, the growing importance of creator relationships and performance-based affiliate marketing, and why brands need to measure TikTok's impact beyond sales that happen directly on the platform. Alexandra also shares her playbook for driving viral product moments, the challenges of measuring TikTok's halo effect across Amazon, retail, and DTC, and why she believes livestream shopping is the next major opportunity in social commerce. TAKEAWAYS: TikTok Shop has evolved from an experimental marketplace in 2023 into a major social commerce channel, with brands and retailers like Ulta, Sephora, and Best Buy recognizing its growing importance. Unlike traditional e-commerce channels like Amazon, TikTok Shop is primarily a demand creation engine, helping consumers discover products they didn't know they needed rather than simply capturing existing purchase intent. Successful TikTok Shop strategies require a combination of internal expertise and specialized agency support, particularly across store management, creator relationships, affiliate outreach, and operations. Creator affiliates are the driving force behind TikTok Shop's growth. In beauty alone, Alexandra estimates there are roughly 500,000 affiliates, but just 1,500–2,000 drive the majority of sales. Follower count doesn't necessarily determine sales performance. TikTok's algorithm allows smaller creators to generate significant sales, shifting influencer marketing toward performance-based partnerships. Product selection is critical to TikTok Shop success. Brands need to prioritize products that are visually compelling, easy to demonstrate, and capable of capturing attention within the first few seconds, rather than simply following their existing marketing calendars. As competition increases, brands are investing more in GMV Max to amplify creator content, increase visibility, and improve their chances of generating viral sales moments. TikTok's halo effect extends far beyond purchases made directly on TikTok Shop, influencing sales across Amazon, retail, and DTC, and how brands are trying to understand this cross-channel impact. Livestream shopping represents a major growth opportunity for social commerce. Building a successful TikTok Shop presence requires meaningful upfront investment in creators, product seeding, commissions, paid media, and internal capabilities, but can unlock significant incremental demand for brands willing to commit. Where to find Alexandra Tanner: LinkedIn: https://www.linkedin.com/in/alexandratanner/ Website: www.naturium.com Where to find Kait Stephens: LinkedIn: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode of the Omnichannel Marketer, host Kait Stephens sits down with Whitney Hudson, Head of Enterprise Sales at Brij, live from Groceryshop. Whitney shares her journey from journalism and the wedding industry to building a career in marketing technology, including roles at Bronto Software and Simon Data before joining Brij. She discusses what drew her to the challenge of connecting brands with their retail and marketplace customers, how Brij has evolved from capturing first-party data to activating it across advertising platforms, and why verified offline purchase signals are changing the way omnichannel brands measure and optimize their marketing. The conversation explores how Brij Signal is helping brands close the gap between digital advertising and offline purchases, why stronger first-party data is becoming increasingly important for ad platform algorithms, and how brands like Skullcandy are using that data to improve attribution, audience targeting, and media efficiency. Kait and Whitney also discuss their experiences balancing motherhood with ambitious careers, the importance of building a strong support system, and why authenticity, curiosity, and human connection remain essential to success in an increasingly AI-driven world. TAKEAWAYS: - For most omnichannel brands, the majority of purchases happen through retail and marketplaces, leaving a major gap in customer visibility and first-party data. - Brij has evolved from helping brands capture first-party data for CRM and retention marketing to activating that data across Meta, Google, and TikTok through Brij Signal. - As ad platforms increasingly rely on algorithms to optimize campaigns, the quality and quantity of first-party purchase signals are becoming critical to advertising performance. - Brij Signal helps brands connect digital advertising to offline purchases, providing campaign-level attribution that reveals the impact of media spend on retail and marketplace sales. - Better signal goes beyond attribution, helping brands build stronger audiences, improve targeting and suppression, and make smarter decisions about where to invest their next advertising dollar. - Brij Signal complements existing measurement tools like MMM and MTA by providing an additional source of high-quality, verified first-party purchase data. - Skullcandy saw a 30–50% increase in attributed conversions across ad platforms and tripled its known audience size in less than a month using Brij Signal, creating new opportunities for audience targeting and optimization. - Balancing motherhood and an ambitious career requires a strong support system, flexibility, and an understanding that professional and personal priorities will shift over time. - Motherhood can make you a stronger professional by encouraging greater efficiency, intentional time management, and a clearer understanding of how to prioritize what matters. - Building a high-performing team requires trust and flexibility, recognizing that employees may work different hours or have different routines while still delivering great work. - Authentic human connection remains one of the most valuable career and sales skills. Don't be intimidated by titles, make outreach personal, and remember that everyone on the other end of the conversation is human. Where to find Whitney Hudson: LinkedIn: www.linkedin.com/in/whitneyhudson/ Email: whitney@brij.it Where to find Kait Stephens: LinkedIn: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.ai SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode of the Omnichannel Marketer, host Kait Stephens sits down with Andrew Pearson, Head of Content for North America at Diageo, live from Groceryshop. Andrew shares his journey from copywriting and advertising strategy to leading content across Diageo’s portfolio of iconic brands. He discusses how the definition of “content” has expanded far beyond traditional advertising, why internal collaboration is critical to creating a consistent omnichannel brand, and how Diageo adapts its approach across everything from retail displays and activations to Meta, TikTok, and creators. The conversation explores the challenges of measuring marketing impact when the majority of purchases happen through distributed retail channels, why TikTok requires a fundamentally different creative approach, and how Diageo decides when a brand should -- and shouldn’t -- participate in cultural moments. Andrew also shares his perspective on AI as an amplifier for marketers, why its biggest creative opportunity may be scale rather than replacing people, and why great ideas and strong consumer insights still matter more than the tools used to produce them. TAKEAWAYS: Content is no longer a distinct marketing bucket. Everything from a TikTok video to a retail display is part of how a brand shows up in the market. Omnichannel consistency doesn’t mean every touchpoint needs to look identical, but each should feel like it comes from the same brand and point of view. Strong internal communication is essential to omnichannel marketing. Content, media, commercial, field, PR, and brand teams need to work together to prevent a fragmented consumer experience. TikTok requires a more human approach than channels like Meta, making creators and influencers increasingly important to Diageo’s content strategy. Measuring marketing impact for brands sold primarily through distributed retail remains difficult. Diageo looks across metrics including salience, sentiment, ROAS, sales, impressions, engagement, and followership depending on the objective and channel. Brands shouldn’t participate in every cultural trend. Before jumping into a conversation, marketers should ask whether the brand actually has something relevant or valuable to add. Physical retail creates unique omnichannel challenges because assets like end caps and displays may need to be finalized months before digital content, making early alignment across teams critical. AI’s biggest creative opportunity is scale, automating repetitive production tasks like resizing assets so creative teams can spend more time improving the idea, craft, and strategy. AI is an amplifier: it can help great marketers become more effective, but using it without strong ideas and intentions can simply create more average work. The fundamentals of great marketing haven’t changed. Regardless of how something is produced, strong insight, a strong idea, and great execution remain essential. Curiosity and range are valuable career advantages. Andrew encourages marketers to build a “layer cake” of skills across writing, design, strategy, business, and other disciplines rather than becoming a one-trick pony. Where to find Andrew Pearson: Linkedin: linkedin.com/in/andrewjamespearson Website: www.diageo.com Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode of the Omnichannel Marketer, host Kait Stephens interviews Heather Wood, SVP of Marketing at GOODLES. Heather shares her journey from the organic produce and craft coffee industries to leading marketing at GOODLES, a better-for-you mac and cheese brand taking on the biggest incumbents in the category. She discusses what it takes to build a brand people genuinely love, how GOODLES made the bold leap from D2C into nationwide retail with Target before they even officially launched, and why packaging is still their number one point of discovery. The conversation explores how GOODLES uses community — not scale — as their north star for engagement, the bold decision to turn off all paid media when transitioning to retail, and why keeping creative entirely in-house has been central to the brand's authentic voice. TAKEAWAYS: GOODLES is a better-for-you mac and cheese and pasta brand built on the principle of maximizing nutrition without compromising on taste. Going up against major incumbents requires being nimble, creative, and authentic — and getting the product and brand right before launch, not after. GOODLES launched into Target nationwide before their official launch, making a bold go-or-no-go decision that set the trajectory for the brand. D2C is used primarily as a community and education channel, not a primary revenue driver, with the GOODLES Clubhouse serving as a hub for their most passionate brand promoters. Word of mouth is the second-biggest point of discovery for GOODLES, right behind on-shelf packaging, and investing in quality community engagement is what drives it. Packaging is the brand's biggest billboard; GOODLES built it with a timeless strategy to outlast fleeting dietary trends. GOODLES keeps all creative in-house and uses AI very sparingly, believing that authentic, passion-driven creative cannot be outsourced or replicated. Turning off all paid media when transitioning to retail was a scary but ultimately successful bet that forced full commitment to the retail channel. Celebrating wins and expressing gratitude to your team is one of the most underrated and important things a startup leader can do. Where to find Heather Wood: LinkedIn: https://www.linkedin.com/in/heatherwoodsc/ Website: https://www.goodles.com/ Where to find Kait Stephens: LinkedIn: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode of the Omnichannel Marketer, host Kait Stephens interviews Jared Grawrock, Head of Lifecycle & Retention Marketing at goodr. Jared shares his journey from dabbling in early social media and email marketing to leading retention strategy at one of the most beloved sunglass brands in the country. He discusses what it truly means to be "customer obsessed," how goodr balances DTC and omnichannel growth, and why building deep brand loyalty from day one is the single most powerful growth lever a brand can have. The conversation dives into how goodr uses data, AI, and a relentless focus on the "why" behind customer behavior to build lifecycle programs that actually resonate, and why word-of-mouth still reigns as their number one acquisition channel after a decade in business. TAKEAWAYS: Good lifecycle and retention marketing starts with asking "why" – why did they buy, why did they come back, and why does one cohort outperform another. Retention and acquisition are not competing priorities; they are complementary levers that must be balanced together. goodr actively embraces omnichannel growth, building strategies to serve customers wherever they want to shop, whether DTC, Amazon, or retail partners like REI. Using Brij inserts in Amazon orders has been a key tactic for identifying anonymous customers and bringing them into goodr's owned ecosystem. The brand's highest-retention cohort traces back to its earliest days, when the CEO handed out sunglasses from the trunk of his car. Word-of-mouth remains goodr's number one acquisition channel, even after ten years of growth across paid and owned channels. AI is accelerating Jared's ability to analyze data and surface insights, including parsing nearly 10,000 open-ended loyalty survey responses in a fraction of the time. AI will improve product recommendations and shorten the consideration phase, but it cannot replicate the emotional experience of a purchase that just feels right. SMS is one of the most underrated lifecycle channels: powerful when done right, but easy to get wrong. The biggest mistake brands make in retention is treating customers as generic segments. Where to find Jared Grawrock: LinkedIn: https://www.linkedin.com/in/jared-grawrock-57124a7/ Website: https://goodr.com/ Where to find Kait Stephens: LinkedIn: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode of the Omnichannel Marketer, host Kait Stephens interviews Danielle Nicoll, SVP of Marketing at Cann. Danielle shares her journey from the entertainment industry to leading marketing for Cann, a pioneer in the THC microdose beverage category. She discusses the challenges and strategies of marketing a highly regulated product, the importance of building a strong community, and how Cann leverages creator partnerships and omnichannel distribution to drive trial and brand awareness. The conversation highlights the power of word-of-mouth marketing, the role of AI in understanding customer demographics, and the value of trusting your instincts when making bold marketing bets. TAKEAWAYS: - Cann is a THC microdose beverage positioned as an alcohol alternative for social drinking. - Marketing, regardless of the product, is fundamentally about capturing attention and creating FOMO. - Driving trial is crucial for new categories; sampling and word-of-mouth are strong growth levers for Cann. - Cann utilizes a strategic omnichannel approach, pushing D2C customers to retail locations to boost velocity. - Navigating a highly regulated industry requires creative marketing, heavily relying on creators, influencers, and local events. - Building a brand that feels like a friend fosters strong community engagement and loyalty. - AI tools are valuable for analyzing customer demographics and tailoring creative content to specific audiences. - Trusting your instincts over over-analyzing data can lead to successful, bold marketing moments, like Cann's viral collaboration with Bethany Frankel. - The future of the THC beverage category points toward mainstream availability, pending legislation. - Affiliate marketing platforms, like ShopMy, are powerful tools for driving growth and monetizing creator content. Where to find Danielle Nicoll: LinkedIn: https://www.linkedin.com/in/danielleanicoll/ Website: https://drinkcann.com/ Where to find Kait Stephens: LinkedIn: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode of the Omnichannel Marketer, host Kait Stephens interviews Aliett Buttelman, co-founder of Fazit Beauty. Aliett shares her unique journey from fashion modeling to entrepreneurship, detailing the creation of innovative makeup patches and the brand's rapid growth through strategic channel expansion and social media marketing. The conversation highlights the impact of viral moments, such as the Taylor Swift effect, and discusses the importance of supporting female founders in the beauty industry. TAKEAWAYS: - Aliett’s background in modeling provided her with insights into the beauty industry. - The launch of makeup patches disrupted traditional beauty application methods. - Social media, particularly TikTok, played a crucial role in brand awareness. - Diversifying marketing strategies is essential in response to platform changes. - The Taylor Swift effect significantly boosted brand visibility and sales. - Retail partnerships are tailored to meet different customer demographics. - Community engagement is vital for brand loyalty and growth. - Female founders face unique challenges in securing investment. - Innovative product development is key to staying relevant in the beauty market. - Maintaining a startup mentality helps in adapting to market changes. Where to find Aliett Buttelman: Linkedin: https://www.linkedin.com/in/aliett-buttelman-9a662312b/ Website: https://letsfazit.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode, Christina Kao, founder of Le Mini Macaron, shares her journey from a marketing background to entrepreneurship in the beauty industry. She discusses the growth of her brand, the importance of customer education, and the impact of COVID-19 on nail care trends. Christina emphasizes the significance of community upliftment and the playful yet joyful nature of her brand, while also reflecting on the challenges and opportunities within the beauty industry. TAKEAWAYS: - Christina's background in marketing and advertising laid the foundation for her entrepreneurial journey. - Le Mini Macaron specializes in gel manicure products, making at-home nail care accessible. - The brand's target customers include both experienced gel users and newcomers to DIY manicures. - Kickstarter was a crucial platform for launching the brand and gaining initial traction. - COVID-19 significantly boosted the demand for at-home beauty solutions, including nail care. - Education is vital for customer experience, especially for first-time gel users. - The brand employs various marketing strategies to enhance customer acquisition and retention. - Creating a consistent brand experience across multiple channels is essential for success. - The brand aims to uplift its community, focusing on both consumers and team members. - Christina advocates for more programs to help newcomers enter the beauty industry. Where to find Christina Kao: Linkedin: https://www.linkedin.com/in/christinasheenkao/ Website: http://www.leminimacaron.com Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode of the Omnichannel Marketer, Amy Gordinier, founder of Skinfix, shares her extensive background in the beauty industry and the journey of creating Skinfix. Amy discusses the brand's origins, its unique formulation, and the strategic decisions made during its launch and growth, particularly with retail partners like Target and Sephora. She emphasizes the importance of product differentiation, quality formulation, and the evolving support from Sephora as a key factor in the brand's success. TAKEAWAYS: - Amy's lifelong passion for beauty began with her family's history in the industry. - Skinfix originated from a healing ointment formula created in the 1870s. - The brand's initial retail strategy focused on mass distribution for eczema treatments. - Target provided significant support for Skinfix's launch, but the brand later transitioned to Sephora for better scaling opportunities. - Sephora's in-store support and marketing strategies greatly benefited Skinfix's growth. - Skinfix prioritizes high-quality formulations with active ingredients at functional levels. - The brand's differentiation lies in its clean, clinical approach to skincare. - Skinfix has built a loyal customer base due to its effective products and strong brand identity. - The evolution of Sephora's support tools has positively impacted Skinfix's marketing efforts. - Amy is passionate about educating consumers on the importance of product formulation. Where to find Amy Gordinier: Linkedin: https://www.linkedin.com/in/amy-gordinier-b6178156/ Website: http://www.skinfixinc.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode of the Omnichannel Marketer, Alli Ball, founder of Food Biz Wiz, shares her journey in the food industry and how she helps emerging brands succeed in wholesale. She emphasizes the importance of understanding market fit, finding the right channels, and optimizing operations. Alli discusses the challenges of getting attention from wholesale buyers and the difficulties of the distributor-retail model. She also provides insights on driving velocity in retail and recommends tools and strategies for success. TAKEAWAYS: - Understanding market fit and pricing is crucial before entering wholesale. - Finding the right channels, such as brick-and-mortar retail, food service, hospitality, and e-commerce, is essential for success. - Optimizing operations and production is necessary to meet demand and deliver on promises. - Getting attention from wholesale buyers can be challenging, requiring old-fashioned methods like phone calls and networking. - The distributor-retail model can be difficult and cash-intensive, with challenges in finding co-packers, brokers, and managing chargebacks. - Free tools and strategies, such as connecting with store staff, demos, and social media marketing, can help drive velocity in retail. Where to find Alli Ball: Linkedin: https://www.linkedin.com/in/aball/ Website: http://www.foodbizwiz.com Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode of the Omnichannel Marketer, Kait interviews Rick, a partner at Howler Brothers, who shares his journey from private equity to brand building. He discusses his early career at Yeti Coolers, where he developed innovative marketing strategies that helped establish the brand. Rick emphasizes the importance of brand identity and community in marketing, and how his experiences as an investor have shaped his approach to business. He also highlights the significance of environmental sustainability and the role of personal connections in both investing and brand development. TAKEAWAYS: - Rick transitioned from private equity to brand development. - He played a key role in marketing strategies at Yeti Coolers. - Building a brand is about establishing a personality. - Good people can iterate on imperfect ideas. - Community and shared experiences are vital for brands. - Investing in early-stage companies can enhance operational skills. - Rick emphasizes the importance of environmental sustainability. - Connecting with people is a core strength for Rick. - The evolution of marketing strategies is crucial for brand success. - Understanding customer journeys across channels is essential. Where to find Rick Wittenbraker: Linkedin: https://www.linkedin.com/in/wittrick/ Website: http://howlerbros.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode, Kait interviews Danny Taing, founder of Bokksu, who shares his journey from studying Japanese in Japan to creating a successful omnichannel brand that bridges cultures through Japanese snacks. Danny discusses the evolution of Bokksu, the importance of customer feedback, the challenges of the subscription model, and the acquisition of Japan Crate to enhance their retail presence. He emphasizes the significance of building strong brands and the need for a focus on retention in the current market landscape. TAKEAWAYS: Danny's journey began with a love for Japanese culture and snacks. Bokksu started as a subscription box and evolved into an omnichannel brand. Customer feedback is crucial for product curation and brand messaging. The subscription model offers built-in retention but has its challenges. Acquiring Japan Crate accelerated Bokksu's retail expansion. Retail requires different strategies compared to DTC. Danny is passionate about bridging cultural gaps through food. Sharing food experiences can help promote brands. The industry needs to focus more on sustainable growth and unit economics. Danny believes strong brands will thrive in the evolving market. Where to find Danny Taing: Linkedin: https://www.linkedin.com/in/dannytaing/ Website: https://www.bokksu.com Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com
In this episode, Rachel, founder of Rootine, shares her personal journey and the inspiration behind her brand. She discusses the lack of innovation in the holistic health industry and how Rootine aims to bring science-backed solutions to the market. Rachel explains the customer journey and the different products offered by Rootine. She also talks about the importance of her role as a mom in shaping the brand and connecting with her target audience. Rachel shares her strategy for launching in different channels, including Amazon and TikTok, and the impact of her personal brand on the success of Rootine. She emphasizes the power of content creation and thought leadership in building a strong online presence. Rachel also discusses the challenges and opportunities of expanding into retail and the importance of community building and education in the wellness industry. TAKEAWAYS: - Rootine aims to bring science-backed solutions to the holistic health industry, which is lacking in innovation. - Rachel's personal journey as a mom and her own health issues have shaped the brand and connected with the target audience. - Content creation and thought leadership have been instrumental in building Rootine's online presence and driving organic growth. - Expanding into different channels, such as Amazon and TikTok, has allowed Rootine to reach a wider audience and drive sales. - The challenges and opportunities of retail expansion in the wellness industry require strategic thinking and understanding of the target customer. Don't miss our next episode for more insights into the world of omnichannel marketing! Where to find Rachel Soper Sanders: Linkedin: https://www.linkedin.com/in/rachel-soper-sanders/ Website: https://rootine.co/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode, Shray Joshi, founder of Good Peeps, discusses the shift to retail media and the importance of digital retail marketing for CPG brands. He explains the concept of a retail media network and how it encompasses third-party marketplaces, retailer. coms, and underlying technology platforms. Shray shares strategies for driving retail traffic, such as sponsored search, paid ads, and influencer content. He emphasizes the significance of organic influencer partnerships and collaborations in building brand awareness. Shray also highlights the challenges of media attribution and the need for better integration across different retail channels. TAKEAWAYS Digital retail marketing is a crucial aspect of CPG brands' marketing strategies, with retail media networks playing a significant role. Retail media networks include third-party marketplaces, retailer.coms, and underlying technology platforms that offer advertising opportunities. Strategies for driving traffic to retail include sponsored search, paid ads, and influencer content. Organic influencer partnerships and collaborations are effective in building brand awareness and driving traffic to retail. Media attribution remains a challenge in the retail industry, and better integration across different retail channels is needed. Where to find Shray Joshi: Linkedin: https://www.linkedin.com/in/shrayjoshi Website: https://www.thepeeps.co/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
On the latest episode of the Omnichannel Marketer, I had the pleasure of speaking with Colin Flood, VP of Marketing at Unreal Snacks. Unreal Snacks is a better-for-you chocolate snack brand. Unreal Snacks started in convenience and drug stores (CVS, Walgreens) ten years ago and through trial and error made it to natural grocery, where it gained the traction required to get to successful in mainstream grocery and convenience.. True to this podcast, today Unreal Snacks has omnichannel distribution. Colin defines Omnichannel as the strategy of getting in front of your customers (advertising, purchase, and consumption) where they are and being presented as a solution for hunger in a way that drives growth and scale. For Unreal Snacks, that is the DTC website, Amazon, and 25,000 doors across natural, traditional grocery, and club stores. You can find Unreal Snack products Whole Foods, Wegmans, Sprouts, Publix, and Costco. The keys to success on retail growth have been: 1️⃣ The right retailer (natural) 2️⃣ Closer to or at cash registers (not the candy aisle, which people avoid) 3️⃣ Part of seasonal campaign promotions (Valentine's Day, Halloween etc). 4️⃣ Better for you messaging calling people back to category Brian describes this placement as “lower funnel,” the offline equivalent of being closer to the add to cart button. Brian is excited about the new trends in digital for the grocery category. It’s worth pointing out that Unreal chocolate can melt, so shipping is a challenge and requires ice packs in certain regions at certain times of the year. But he sees local delivery / in-store pickup and retail marketing platform spend as new digital levers that grocery marketers can pull to stimulate growth. Thanks Colin for sharing your story and perspective.
Retail & eCom, the one-two punch for evolving an entrenched category. On the latest episode of the Omnichannel Marketer, I spoke with Lisa Bubbers, Chief Marketing and Brand Officer at Studs. Studs is a new entrant in the ear piercing category – positioning itself as a piercing company instead of an earring brand. In contrast to Claire’s or the mall kiosk which is where children go to get their first piercing with a piercing gun (myself included), Studs focuses on needle piercings for return piercers. The idea came from getting a second ear piercing at a tattoo parlor, which was a sub-optimal experience. Part of this less ideal experience was a disconnect between the act of piercing and picking an earring that you li Most people get their ears pierced with an earring they don’t care for, and have to wait until the piercing heals to replace it with something more fashionable that they purchased elsewhere. Studs fuses the retail piercing experience with fashionable lines of earrings that can be worn out of the store, and purchased online. Lisa created the term “earscaping” to create conversation around the art and science of getting ear piercings that work with your anatomy and personal style. The brand started with a single studio in NoLita in 2019 and now has 25 locations across the country. A brand with fused retail and e-commerce presence, Lisa defines omnichannel as: 🔀 Offline to Online 🔀 Online to Offline 🔀 Moving customers between channels to drive the best LTV The first couple of years was all about opening new stores and getting scale in retail. In the last couple of years, the team reoriented to understanding omnichannel data and customer behavior. For Studs, their in-store piercing service creates the highest LTV customers, 2-3x ecom first customers. Those buyers have a very high repeat rate to online purchases, instore purchases, and another instore piercing. Studs uses two mechanisms to get people to return to the store or online. 1️⃣ Education - nurturing on ear piercing health with ability to come back for questions, help etc. 2️⃣ Earing size changes - as the piercing heals, Studs will help downsize to smaller jewelry. Consequently, retail expansion is still a primary focus because it is the best vehicle for profitable customer acquisition and creating word of mouth. A store in the right location returns its investment quickly and is profitable. Studs does not spend a lot of money on digital marketing. Half the battle is won by strong store co-location; near a Lululemon, Warby Parker, and Van Llewyn, where their Gen Z and millennial customers spend time. The stores are designed to be “Instagrammable,” so customers share their new piercing UGC, creating network effects on social media. The other major source of customers is from people searching for “needle piercings near me” on Google and Studs is doing a great job with local SEO to capture that intent. This results in great foot traffic, word of mouth, and impulse purchases. Studs does spend some on influencers and SEM, but most customers come through the organic channels described above.
Without brand, growth and performance marketing are just flashes in the pan. In the wake of iOS 14 privacy changes & rising CACs, we’re no longer in an era where growth at all costs is a viable strategy anymore. I recently had the pleasure of speaking with Foujan Volk, the VP of Brand & Marketing at Parachute Home. She was the first marketing hire at Parachute Home and built the brand from the ground up. Parachute Home is an emerging brand in the home goods category with a range of products. The brand started out of a home office/showroom in Los Angeles with a DTC presence. Foujan and her team realized people love touching the bedding fabrics, which was a different experience from the typical plastic-wrapped sheets. From that experience, she saw immense value in having customers touch and feel products. It’s a differentiator and a brand experience. That home showroom expanded to 26 brand stores. These stores are in major markets where DTC buyers or the customer demographic is concentrated. Parachute invests a lot of energy in making that experience feel like being in someone’s home. In the last year, they have invested heavily in experiential marketing, hosting over 200 events, which have generated sales and strong brand affinity. Foujan defines omnichannel: “Be wherever the customer wants to shop”. To that end, Parachute has wholesale distribution with Crate & Barrel, Nordstrom, and Bloomingdales. In addition to their DTC presence and owned retail locations. Foujan shares that wholesale is a double-edged sword. She has very little insight into who their customers are, but wholesale brings a big uplift in brand awareness. Foujan suggests entering retail with small tests with a limited selection of SKUs. And monitoring sell-through, DTC cross-over, and brand lift to determine the next steps. Brand awareness is the leading indicator, whereas the DTC cross-over as measured through the post-purchase survey is the lagging indicator. Keeping a consistent brand experience across channels is of paramount importance. Foujan and her creative team run brand training during onboarding and invoke the brand regularly. Foujan is excited that brand marketing is back in the forefront in the wake of iOS 14 privacy changes and the sunset of the growth at all costs era. Without a brand, growth and performance marketing are just flashes in the pan. That sentiment is stronger than ever. Thanks, Foujan for sharing your story and perspective!
Meet your customer where they want to shop. On the latest episode of the Omnichannel Marketer, I had the pleasure of talking with Sarah McNamara, Executive Vice President & General Manager at Peter Thomas Roth Clinical Skin Care and Naturally Serious Skin. Sarah is a beauty industry veteran, having worked at Unilever, L’Oreal, and grew her own beauty brand, Miracle Skin Transformer to $35M in revenue before selling it. Now she oversees Peter Thomas Roth. Peter Thomas Roth started in a doctor’s office, but is now a retail powerhouse. It was one of the first brands to launch with Sephora when it came to the US market, and also is present in Sephora locations around the world. Other key channels for Peter Thomas Roth are Ulta Beauty, Amazon, and QVC. Sarah’s philosophy is that you need to be where the customer is. That is highly dependent on demographics. PTR is a legacy brand that historically skews to an older demographic. So retail and QVC are big channels for them. Each channel has a unique offering for the demographic that frequents it. And the spread in Ulta is very different from Sephora. She loves department stores herself, but sees it as a shrinking business. Beauty is constantly evolving and experiencing unprecedented digital change. As Sarah says, “You snooze, you lose.” To that end, PTR also has a DTC presence and is active on social media to cater to some Gen X, Z, and even Alpha customers. Her team is actively tinkering with Tiktok shops. She was also relatively early to Amazon, compared to Clinique, another legacy brand that only launched on Amazon a few weeks ago. Sarah views the DTC site as a window into the brand and is in midst of an exciting website revamp going live in August. The PTR website serves loyalists, but she also realizes that every channel has its loyalists. “Some people really just want to buy on Amazon. Others only at Sephora.” At the end of the day, Sarah shares that good marketing is about “understanding where your customers are and making it easy for them to buy in those channels.” Thanks Sarah for sharing your experience and insights.
In this episode, we meet Preston Rutherford, Co-Founder of Chubbies. Chubbies was born in 2011 in San Francisco, they create men's shorts that aim to make every day feel like Friday at 5pm, bringing that chill vibe and good times to their audience. In this episode, we discussed omnichannel business, key lessons learned, and strategies for supporting omnichannel growth. Topics covered Chubbies' unique and fun approach to men's shorts and activewear Challenges and misconceptions when transitioning to omnichannel Competition in the e-commerce marketing landscape Bridge the gap between online and offline experiences In-store setup Product features Brand advertising Multichannel retail strategy Sizing, inventory management, and product dimensions Takeaways Chubbies journey started with selling shorts out of their backpacks in San Francisco. Chubbies started as a direct-to-consumer brand selling out of backpacks and evolved into an omnichannel brand with the help of Shopify Plus. They struggle to gain visibility and market share in a landscape dominated by major players like Amazon and Walmart. Chubbies experienced significant growth leading up to their acquisition in 2021 by focusing on omnichannel expansion. When selling across channels, Chubbies use in-store setup, product features, and advertising to bridge online-offline gaps, boosting awareness, and loyalty. The strategies for selling on Amazon and other channels have evolved over time and companies like Chubbies had experimented with different tactics. When considering an omnichannel approach for an apparel brand, it is important to acknowledge the expertise of channel partners and align goals. Please let us know your thoughts about the episode! Where to find Preston Rutherford: Linkedin: https://www.linkedin.com/in/prestonr/ Website: https://www.chubbiesshorts.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode, we meet Chad Wilson, Head of Marketing at Olipop. Olipop is a better-for-you soda brand on a mission to make the world healthier and happier. In this episode, we discussed growth into retail, structuring marketing teams, understanding the customer journey, and staying close to consumers. Topics covered Brand awareness and brand storytelling Equity metrics to measure campaigns performance Understanding and connecting with consumers emotionally. Structuring and organizing marketing teams Shift from D2C to retail post-Covid Omnichannel and consistency Testing TV and out of home channels The rise of Tiktok as a marketing platform Takeaways Olipop's mission is centered around an emotional connection with consumers. Since the COVID-19 pandemic, there has been a significant increase in retail sales, now constituting approximately 85% of total sales. Chad mentions that TikTok can be a viable channel for reaching a wide audience, especially Gen Z. The company is actively looking at calculating the lifetime value of its customers and has upcoming initiatives to increase customer numbers and long-term value. Staying close to consumers is crucial, Chad emphasizes the need to prioritize them in decision-making. Olipop introduced TV and out-of-home advertising channels in 2023 to focus on more upper-funnel messaging and reach a larger audience. Olipop's Chicago campaign surpassed industry benchmarks with 80% brand affinity, exceeding the 50% benchmark. Olipop faced a challenge bridging the consumer experience and customer across different channels, including digital and in-person touchpoints. Please let us know your thoughts about the episode! Where to find Chad Wilson: Linkedin: https://www.linkedin.com/in/chdwlsn/ Website: https://drinkolipop.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode, we meet Chris Hobson, President and CEO of Rare Beauty Brands. Rare Beauty scales challenger brands with expertise in innovation, marketing, and infrastructure across various channels. In this episode, we discussed retail, e-commerce, direct-to-consumer channels, and how to build and scale an omnichannel brand in the beauty industry. Topics covered Omnichannel distribution strategy Starting in luxury retailers The rise of Korean beauty Using retail for profitable trial Impulse purchase price points Importance of social media content Collaborations with influencers Tips for sell-through across channels Focus on product Retail associates Takeaways The company has since expanded internationally, partnering with distributors in different countries to reach a global audience. The channel strategy has evolved over time, with a focus on expanding into new markets and reaching a wider customer base. The brand decided to initially focus on the assisted sale channel to gain credibility and educate consumers about their product category. Amazon is viewed as a place where consumers can learn about the brand and check ratings and reviews. DTC (Direct-to-Consumer) channel is used strategically to engage with consumers and gain insights. The different channels work together to reinforce each other and provide a seamless brand experience for customers. While retailers may share high-level consumer information with the brand, there is a limitation to the depth of data they can access. Building a successful business requires both online and offline presence Please let us know your thoughts about the episode! Where to find Chris Hobson: Linkedin: https://www.linkedin.com/in/christopherhobson/ Website: https://rarebeautybrands.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode, we meet Hasan Hasmani, founder and CEO at Underdog Games. Underdog Games creates family board games, most notably the “Trekking” game series, including Trekking the National Parks, Trekking Through History, and HerStory. Hasan shares the founding story of the business and the road to $5M in annual sales. Topics covered in this episode The nuance of marketing board games The role of Amazon in board game marketing Pivoting acquisition channels where ROAS is highest throughout the year Value of customer email addresses Changing Amazon FBA costs Key Takeaways Board games are a publishing business Discovery is the biggest challenge in board games Games business growth is via line extension (i.e. new book, game etc) It’s also a hit-driven business Amazon is a cost-effective fulfillment and storage partner for heavier products Providing free value-added offers post-sale can help collect email addresses from Amazon buyers Please let us know your thoughts about the episode! Where to find Hasan Hasmani: Linkedin: https://www.linkedin.com/in/hasanhasmani/ Website: https://www.underdoggames.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode, we meet Matt Mullenax, the founder, and CEO at Huron. Huron is a men’s skincare brand. Matt shares how his own personal experience with experience with skincare led him to found Huron and fuels his passion and drive as a founder. Topics covered in this episode The value of being human and telling relatable stories Immediate feedback loops on DTC and Amazon Price control on Amazon Value of playbooks Key Takeaways Strive to make your brand human Know your infrastructure pillars Beware of “tried and true” playbooks Being your own consumer is a superpower Play to your strengths Please let us know your thoughts about the episode! Where to find Sandra Velazquez: Linkedin: https://www.linkedin.com/in/matt-mullenax-4b4b086/ Twitter: https://twitter.com/MattMullenax Website: https://usehuron.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode, we meet Cedar Carter, CEO of the Good Patch and Lauren Farraye, head of Ecommerce & Digital at The Good Patch. The Good Patch is a plant and hemp-based wellness patch experiencing triple-digit growth and available in 10,000 retail locations. Topics covered in this episode Organic retail first expansion What an Omnichannel strategy looks like The value of a brand compass Learnings from launching in Target What is middle funnel in CPG Speaking in results Key Takeaways A brand should be present at every touch point in the consumer journey There’s no such thing as a silver bullet in marketing Always be testing something Measure with a full-funnel view Customers may not be different across channels but behaviors are Please let us know your thoughts about the episode! Where to find Cedar and Lauren: Cedar: https://www.linkedin.com/in/cedar-carter-43319611/ Lauren: https://www.linkedin.com/in/laurenkanick/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode, we meet Ronak Shah, the founder, and CEO at Obvi. Obvi is a flavored collagen supplement brand doing ~$15M in annual revenue. We will hear how Ronak went from being an accountant to a marketing agency owner and CEO of a hot CPG brand. As well as how he is gearing up for a big launch in Walmart this summer. Other topics covered in this episode Cold outreach tactics for big retail How to pitch Walmart Packaging changes for big retail Rebate programs to drive in-store sales and protect online sales Cannibalization of sales from retail partners Key Takeaways Differentiation is critical to find an entry point in a crowded category Facebook is now a discovery channel Going into retail can help you bring down blended CAC Licensing deals can bring much-needed credibility to startup brands Please let us know your thoughts about the episode! Where to find Ronak Shah: Linkedin: https://www.linkedin.com/in/ronak06/ Twitter: https://twitter.com/obviceo Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
In this episode, we meet Sandra Velasquez, the founder, and CEO at Nopalera. Nopalera is a Mexican botanical for bath and body that celebrates Latina culture. We will hear how Sandra went from being a CPG sales manager and singer in the Latin rock band to founding a sought-after luxury bath and beauty brand that turned down a Shark Tank deal. Other topics covered in this episode How to build a strong foundation Why bath & body products How to share a POV The launch of Nopalera Strategy and purpose of different sales channels What is it really like to be on Shark Tank Key Takeaways No matter what you do, build with the end in mind A strong POV and brand values are a magnet for talent and sales Know the purpose of each of your sales channels Always invest in yourself Be clear about your value Please let us know your thoughts about the episode! Where to find Sandra Velazquez: Linkedin: https://www.linkedin.com/in/sandraliliavelasquez Website: https://nopalera.co/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
Meet Mike De Santis, the founding marketer at Canopy, and Director of Business Operations. Canopy is the first beauty-focused humidifier and a byproduct of Doris Dev, a full-suite product development agency. . We will learn the backstory of Canopy and how it’s sold over 100k units in 3 years, and how it manages to get a 80% subscription rate on its filters. Other topics covered in this episode Creating a new consumer product category Moving beyond one-and-done purchases Brand cross-overs Providing a consistent experience across digital and physical Key Takeaways You build your brand online but you build your business in retail You can get started in DTC, but to build a business these days you need to go omnichannel quickly Retention is a massive growth lever for product businesses QR codes are a great way to drive subscription Please let us know your thoughts about the episode! Where to find Mike De Santis: Linkedin: https://www.linkedin.com/in/michael-de-santis-37227136/ Websites: https://getcanopy.co/ https://www.doris.dev/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it
In this episode, Kait is at the National Hardware Show in Las Vegas, where she met four hardware experts: Alyssa DeSio from Paragon Scott Collins from YAT Brian Nooner from Twist & Seal Curtis Newman from DK2 Topics covered in this episode Representing a portfolio of brands Brand licensing and partnerships Going from OEM to a consumer brand The nuance of selling in online retail marketplaces Role of distributors in hardware and durable good distribution Role of customer service in hardware and durable goods Key takeaways: The hardware industry facings the same exact challenges as CPG The hardware category is huge and you can grow a massive business With a single successful product, you can launch new product lines With growth, comes growing pains To win big you need to be customer obsessed. Where to find our guests: Alyssa: https://www.linkedin.com/in/alyssadesio/ Scott: https://www.linkedin.com/in/scottcollinsjr/ Curtis: https://www.linkedin.com/in/curtis-neuman/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it
In this episode, we meet Kevin Wong, co-founder of Lunar, the first Asian-American craft hard seltzer. Kevin is a hands-on founder and demo machine, doing 100s of events in the last couple of years, including trade shows, food and beverage fairs, and in-store demonstrations. In this interview, we cover how Lunar had a highly unusual launch direct-to-consumer online during the pandemic. And the brand cut its teeth going door-to-door in New York City. Also covered in the episode: Bringing minority representation to an industry that is 93% white Creating an end-to-end brand experience across restaurants, retail, and at-home The unique challenges of building an alcohol brand Thinking about your business as a backable asset Key takeaways: If you can make it in New York City as a brand, you can make it anywhere The best way to improve your marketing is by talking to customers It’s important to show the human element of your brand. You need to repeat where your customers can buy over and over on social media You make money in retail, but you build a brand in restaurants Where to find Kevin Wong: Linkedin: https://www.linkedin.com/in/kevinhwong/ Twitter: https://twitter.com/wovenking Instagram: https://www.instagram.com/drinklunar/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it
In this episode, we meet Jake Karls, the co-founder and "rainmaker" at Mid-Day Squares and resident Social-Personality. He builds relationships and makes noise. Mid-Day Squares manufactures Functional Chocolate Bars: Everything a chocolate bar isn't, everything a protein bar wishes it was. We will learn how Jake makes it rain via making friends online and get deep insight into how this hot health snack bar went from modest door-to-door beginnings to a nationwide launch in Target on track to doing $20M in sales. Other topics covered in this episode A day in the life of a social seller The marriage of Keeping up with the Kardashians and Shark Tank The power of placement on the planogram Partnership with your brokerage, retailer, and distributor Why do people struggle from being authentic? Key Takeaways Make friends before attempting to do business with someone To be successful in retail, hang out with your retailers (lots of traveling) You’d be surprised how interested your audience is in getting a peak behind the scenes Close partnership with brokerage, distributors, and retailers makes for a great chain launch Don’t be afraid to build unapologetically in public Be your authentic self Please let us know your thoughts about the episode! Where to find Jake Karls: Linkedin: https://www.linkedin.com/in/jake-karls-653106ba/ Website: https://www.middaysquares.com/ Instagram: https://www.instagram.com/middaysquares/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
