Erin Murray is the Chief Brand Officer at Mad Rabbit, a fast-growing tattoo skincare brand reshaping the way consumers and professional artists approach post-ink care. With deep expertise in brand storytelling, product development, and digital strategy, Erin has helped propel Mad Rabbit to quadruple sales year-over-year and expand from a direct-to-consumer model into major retail partnerships.

Driven by the belief that brand growth stems from authentic community engagement, Erin has steered Mad Rabbit's shift from a purely consumer-first brand to one that deeply integrates pro artist voices. Under her leadership, the brand has launched ambassador programs, refined its identity, and executed a digital-first yet retail-savvy strategy that connects across multiple touchpoints.

In This Conversation We Discuss:

• [00:40] Intro
• [00:56] Recognizing emerging consumer needs
• [01:26] Scaling brands before the market exists
• [03:15] Growing communities that drive revenue
• [04:13] Bringing in fractional experts early
• [05:44] Pivoting strategy with real consumer data
• [08:56] Episode Sponsors: Electric Eye, Snowball, and Portless
• [12:58] Testing channels before doubling down
• [16:08] Driving foot traffic after landing retail
• [18:16] Thinking beyond direct response marketing
• [18:59] Scaling brands with a holistic mindset
• [20:36] Expanding products to fit customer journeys
• [22:05] Building brands without losing core buyers
• [22:53] Refining brand identity for new markets

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Mad Rabbit is your easy tattoo care solution from soothing new ink to reviving & protecting current ones madrabbit.com/
• Follow Erin Murray linkedin.com/in/airynn00
• Schedule an intro call with one of our experts electriceye.io/connect
• Drive revenue through affiliates & referrals socialsnowball.io/honest
• Revolutionize your inventory and fulfillment process portless.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!