Above The Fold

In this episode, we chat with Lucy Samuel, a copywriter and brand voice expert who has lent her creative touch to some of your favorite brands, including The Bouqs, TomboyX, Hedley & Bennett and today Alle (your favorite aesthetics platform. iykyk ;)). With a background in stand-up comedy and CX, Lucy shares how her journey has shaped her ability to craft authentic, engaging content that resonates with customers.

We explore the power of humor in branding, the importance of cohesive messaging across all touchpoints, and how great copy can elevate the customer experience. Whether you’re building a brand voice from scratch or refining your messaging, Lucy’s insights will inspire you to think differently about how your brand connects with its audience.

[2:30 - 8:00] Transition from CX to Copywriting

[8:00 - 15:00] The Role of Humor in Copywriting

[15:00 - 20:00] Case Studies: Writing for The Bouqs, TomboyX, and Hedley & Bennett

[20:00 - 25:00] Building a Brand Voice

[25:00 - 30:00] How Good Copy Shapes Customer Experience

Tune in to hear how Lucy bridges creativity and strategy to help brands stand out and leave a lasting impression!

Want to learn more about Lucy and get in touch? Hit the link below!

Lucy Samuel Linkedin

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Enjoying Above the Fold? Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!

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Connect with Jess on:

LinkedIn: https://www.linkedin.com/in/jess-cervellon/

Twitter: https://twitter.com/justjessssss

Instagram: https://www.instagram.com/jess.cervellon/

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Interested in being a part of the show? Reach out at [email protected]

In this episode, we chat with Melissa Seligmann, COO of Thingtesting, as she dives into the importance of authenticity in consumer insights and brand engagement. Melissa shares how Thingtesting has grown from an Instagram account into a robust review platform, helping brands connect with consumers in genuine ways. With a background that includes building customer loyalty at BarkBox, Melissa also provides insights on creating memorable, mission-driven experiences.

Favorite Moments:

[00:02:00] Building Authentic Review Platforms: How Thingtesting transformed from a simple Instagram to a trusted product review hub.

[00:06:00] Bridging the DTC-Retail Gap: Strategies for brands to gain insights on customers as they shift from direct-to-consumer to retail.

[00:11:00] The Role of Design in Brand Experience: How creative design shapes customer perception and drives loyalty.

[00:19:00] Startup Life and Operations: Melissa’s day-to-day at Thingtesting and balancing remote work with team productivity.

[00:32:00] Lessons from BarkBox: Melissa’s time at BarkBox and how a thoughtful, mission-driven approach to customer experience can build a passionate community.

Join us for an episode filled with actionable insights on building trust, creating authentic consumer connections, and staying mission-focused!

Want to learn more about Melissa and Thingtesting? Hit the links below!

Melissa Seligmann Linkedin

Thingtesting

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Enjoying Above the Fold? Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!

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Connect with Jess on:

LinkedIn: https://www.linkedin.com/in/jess-cervellon/

Twitter: https://twitter.com/justjessssss

Instagram: https://www.instagram.com/jess.cervellon/

In this episode, we explore the fascinating journey of the Meat Mafia with co-founder Harry Gray. We talk transition from creating content to building their own wellness brand, Noble Origins. What started as a podcast and media platform—Meat Mafia—focused on wellness, nutrition, and disrupting the conventional food narrative, has now evolved into a full-fledged product line with Noble Origins, a brand committed to functional health and sustainable practices.

We dive into how the Meat Mafia podcast quickly gained traction, building a loyal following by sharing candid insights on health, mindset, and challenging industry norms. This strong community became the foundation for launching Noble Origins, allowing them to turn their wellness philosophy into a brand that offers products aligned with their mission.

In this episode, you’ll learn about the challenges and triumphs of taking a media brand and transforming it into a tangible product line. The founders share their approach to fostering authenticity, engaging with their audience, and creating a brand that speaks to a deeper purpose. Tune in to hear the story of Noble Origins, a brand born from content and built on community, and discover valuable lessons on entrepreneurship, resilience, and building a brand with impact.

Key Moments from the Episode:

[00:01:00] Starting the Meat Mafia Journey: Brett and Harry discuss the origins of The Meat Mafia and its rapid rise.

[00:03:00] Turning Viral Tweets into Community: How early engagement on Twitter sparked growth.

[00:12:00] Building a Loyal Community: Leveraging their audience to establish Noble Origins.

[00:20:00] Creating Noble Origins: Transitioning from content to product with an animal-based wellness line.

[00:30:00] Challenges in Brand Building: Overcoming obstacles in launching a CPG product.

[00:37:00] Leveraging the Podcast for Growth: Using The Meat Mafia to reach new audiences.

[00:42:00] Education and Wellness: Using educational content to bridge Meat Mafia listeners with Noble Origins.

[00:49:00] Building Customer Trust and Retention: Strategies for fostering loyalty.

[00:53:00] Lessons in Resilience: How entrepreneurship has shaped their mindset.

[01:00:00] Advice for Wellness Entrepreneurs: Key takeaways for others in the wellness space.

Want to learn more about The Meat Mafia and Noble Origins? Hit the links below!

Harry Gray's Instagram

Meat Mafia's Spotify

Noble Origins Website

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Enjoying Above the Fold? Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!

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Connect with Jess on:

LinkedIn: https://www.linkedin.com/in/jess-cervellon/

Twitter: https://twitter.com/justjessssss

Instagram: https://www.instagram.com/jess.cervellon/

Join us for a conversation with Maddie Vance, Customer Success Manager at LinkedIn, as she takes us through her career journey, from landing her first job without knowing anyone to thriving in customer success. We dive into the skills needed for customer success, LinkedIn’s approach to supporting creators, and how big tech companies adapt their strategies for user adoption. Maddie shares candid stories about career transitions, mental health, and finding your path. Tune in for valuable career insights and a look inside LinkedIn’s CX strategy.

Favorite Moments:

[00:02:00] - Landing the LinkedIn Job: Maddie shares her unconventional path to getting hired at LinkedIn, landing the role without any connections. It’s a great story for those navigating the job hunt and wondering how to break into competitive fields.

[00:07:00] - Behind the Scenes of LinkedIn’s Creator Program: Maddie dives into the program’s evolution, the challenges of content creation on LinkedIn, and how the platform is supporting creators.

[00:17:00] - What Customer Success Means at LinkedIn: Learn how Maddie and her team help companies optimize their use of LinkedIn products and support customer growth, providing a unique look at customer success in big tech.

[00:27:00] - Skills Over Pedigree: Maddie offers valuable career advice, emphasizing the importance of focusing on skills rather than where you went to school or your past employers.

[00:29:00] - Making the Most of LinkedIn’s Learning Potential: Maddie discusses why LinkedIn is not just a social platform but also a space for continuous learning and career growth.

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Enjoying Above the Fold? Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!

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Connect with Jess on:

LinkedIn: https://www.linkedin.com/in/jess-cervellon/

Twitter: https://twitter.com/justjessssss

Instagram: https://www.instagram.com/jess.cervellon/

Join me as I chat with Sean Ro, co-founder of Lunar Hard Seltzer, about his entrepreneurial journey from UX designer to co-founding a unique, Asian-inspired craft seltzer brand. We dive into the challenges of launching in the competitive New York beverage market, the importance of empathy and representation in brand building, and how Lunar Hard Seltzer is bringing something truly different to store shelves.

Episode Highlights:

• [02:00] The Transition to Entrepreneurship

• [06:00] Building Lunar Hard Seltzer

• [10:00] Breaking into the Beverage Market

• [16:00] Cultural Representation & Consumer Connection

• [20:00] Hustling on the Ground

• [30:00] Lessons Learned in Retail

• [45:00] Future Plans for Lunar

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Enjoying Above the Fold? Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!

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Connect with Jess on:

LinkedIn: https://www.linkedin.com/in/jess-cervellon/

Twitter: https://twitter.com/justjessssss

Instagram: https://www.instagram.com/jess.cervellon/

On this episode of Above The Fold, I’m chatting with Karolina Swietoniowska, founder and CEO of League of Originals, about the power of experiential marketing and how brands can create unforgettable in-person experiences.

⏰ Episode Highlights:

• 01:15 - Karolina’s journey from fashion design to experiential marketing

• 05:30 - How MeUndies pioneered pop-up shops and in-person brand experiences

• 12:45 - Turning digital brands into tangible experiences through pop-ups and retreats

• 18:20 - The importance of pre-event and post-event strategies to keep audiences engaged

• 23:10 - Creating impactful brand moments without breaking the bank

• 28:35 - Unique marketing tactics from Feastables, like delivering Teslas 🚗

If you’re a brand founder, marketer, or just curious about what it takes to create a lasting impression, this episode is packed with actionable insights you won’t want to miss. Hit that play button and let’s dive into the world of experiential marketing!

League of Originals LA Summit on November 7th, 2024 is bringing together the most influential brand leaders to help you supercharge your business. What to expect: All-day incredible panels with the most influential brand leaders, next-level activations, tasty food and drinks, music, and connecting with great humans in a genuine way. Our guest speakers include Skims, Bala, Beekeeper's Naturals, Ketone IQ, Who Gives a Crap, Fabletics, Sundays, Beyond Yoga, Ridge, and tons more.

https://www.leagueoforiginals.com/la-summit

Use code ABOVETHEFOLDGA for at checkout 50% tickets (essentially the price of Erewhon lunch)

🔗 Links Mentioned:

• League of Originals: https://www.leagueoforiginals.com/

• Follow Karolina Swietoniowska: https://www.linkedin.com/in/karolinaswietoniowska/

• Follow League of Originals Podcast: https://open.spotify.com/show/37I6h2vlrTDeukVaX5l9Qh

Don’t forget to like, comment, and subscribe for more insights on building better brands. 👍

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Enjoying Above the Fold? Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!

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Connect with Jess on:

LinkedIn: https://www.linkedin.com/in/jess-cervellon/

Twitter: https://twitter.com/justjessssss

Instagram: https://www.instagram.com/jess.cervellon/

Welcome to Above the Fold! I’m Jess Cervellon, and in this episode, I’m thrilled to have Amanda Kwasniewicz, former VP of Customer Experience at Love Wellness and now Director of CX at Yotpo, as our guest.

We dive deep into how Love Wellness transformed customer experience in the wellness industry, focusing on emotionally intelligent strategies and how customer feedback became the driving force behind product innovation. Amanda shares her experience on building a brand that prioritizes customer satisfaction through personalized CX and what it takes to scale that success across a growing company. She offers insights on how to integrate CX from day one, the importance of listening to your customers, and how these strategies helped Love Wellness stand out in a competitive market.

You’ll hear Amanda’s advice on building effective CX teams, developing customer-centric products, and why emotionally intelligent CX is the future of brand growth.

Key Moments:

00:00 - Introducing Amanda Kwasniewicz & Her CX Journey

02:45 - The Power of Building a Strong Feedback Loop

05:30 - How Customer Feedback Shaped Product Development

08:10 - Personalized CX in the Wellness Industry

12:25 - Crafting Emotionally Intelligent CX Strategies

16:50 - Scaling CX Teams and Processes for Growth

Connect with Amanda on Linkedin: https://www.linkedin.com/in/amanda-kwasniewicz/

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Enjoying Above the Fold? Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!

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Connect with Jess on:

LinkedIn: https://www.linkedin.com/in/jess-cervellon/ 

Twitter: https://twitter.com/justjessssss 

Instagram: https://www.instagram.com/jess.cervellon/

Welcome to Above the Fold! I am Jess Cervellon and this episode features a special guest: Lila Sullivan, Co-Founder of Flourish Plant—a revolutionary brand in the plant care industry.

We dive deep into Lila's entrepreneurial journey, the innovative features of Flourish Plant, and the extensive efforts they’ve invested in customer education. From community building and authentic retailer relationships to product development and overcoming industry challenges, Lila shares the secrets behind Flourish's remarkable growth. We also explore shifts in the market, younger demographics' interest in houseplants, and the importance of organic products for small spaces.

Discover more at: https://flourishplant.com/ 

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Enjoying Above the Fold? Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!

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Connect with Jess on:

LinkedIn: https://www.linkedin.com/in/jess-cervellon/ 

Twitter: https://twitter.com/justjessssss 

Instagram: https://www.instagram.com/jess.cervellon/

Welcome to Above the Fold! I am Jess Cervellon and this episode features a special guest: Megan Fitzgerald, Director of Brand Experience at Talea Beer—a female-founded brewery making waves in the craft beer scene.

We dive deep into Megan's career journey, the unique aspects of Talea Beer, and the multifaceted nature of working in a brewery. From community building and customer experience, to digital engagement and event programming, Megan shares how Talea creates a welcoming and inclusive space for all. We also touch on the growing trends in non-alcoholic beers and the careful balance in offering promotions to maximize brand integrity and customer loyalty.

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Enjoying Above the Fold? Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!

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Connect with Jess on:

LinkedIn: https://www.linkedin.com/in/jess-cervellon/ 

Twitter: https://twitter.com/justjessssss 

Instagram: https://www.instagram.com/jess.cervellon/

Welcome to Episode 2 of Above the Fold! This episode features a special guest: Mark Galvez, Head of Customer Experience at Taste Salud—a wellness brand that brings the vibrant flavors of traditional Mexican agua frescas to the modern wellness space.

From discussing confidence and emotional regulation in leadership to sharing career journeys, we explore the critical role of community in brand success, the challenges of integrating AI tools, and the value of premium ingredients. Mark also shares Salud’s unique customer care strategies, including free samples and no-questions-asked returns, which help build a loyal, engaged community.

Join me as we dive into Mark’s story, the magic behind Taste Salud, and the strategies that drive their success. Don’t forget to subscribe, sign up for my weekly newsletter, and follow along on Instagram and YouTube. This is Above the Fold, and I can’t wait to share these insights with you.

Books mentioned on the episode:

- The Making of a Manager by Julia Zhug

- The Effortless Experience: Conquering the New Battleground for Customer Loyalty by Matthew Dixon, Nicholas Toman and Rick DeLisi

- Radical Candor by Kim Scott

- The Imposter Syndrome: How to Stop Feeling Like a Fraud at Work, Build Your Confidence and Stop the Inner Critic" by Phil Roberts

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Join the Conversation: 

00:00 Wellness Meets Mexican Agua Frescas

06:59 Dream Job: Games, Kegs, Vibes

12:38 CX: Seamless Across Channels

16:13 From Defense to Offense with Jess

17:55 Tackling a Confidence-Boosting Book

21:24 Career-Changing Moment

26:53 Teaching Problem Solving & Mentorship

29:58 Networking & Community: Key to Growth

35:42 Word-of-Mouth through Customer Care

36:06 Team’s Content Creation Power

41:07 Core Team’s Brand Passion

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Enjoying Above the Fold? Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!

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Connect with Jess on:

LinkedIn: https://www.linkedin.com/in/jess-cervellon/ 

Twitter: https://twitter.com/justjessssss 

Instagram: https://www.instagram.com/jess.cervellon/