Christelle Flahaux, Chief Marketing Officer of fabric, discusses the art of positioning a startup in a saturated market, emphasizing the importance of storytelling and content to drive brand differentiation. Christelle explains how a focus on communication, testing messaging strategies, and optimizing digital and event efforts has resulted in higher-quality leads and increased market pull. She shares her strategy of leveraging intent data to target the right customers.

Key Takeaways:

01:25) Developing essential communication skills.

(05:51) Motivating stakeholders to buy into new ideas.

(08:16) Storytelling can help you stand out in a crowded market.

(09:02) Content and storytelling drive brand positioning and fuel demand generation.

(11:47) Connecting front-end demand with back-end fulfillment enhances retail operations.

(17:10) Reducing Google Ad spending by 60% improved the quality of leads.

(18:32) ABM strategies effectively target high-growth enterprise and retail brands.

(24:45) Leadership changes within companies create opportunities to establish new commercial relationships.

(31:56) Events, analyst relationships and referrals are pivotal in marketing.

Resources Mentioned:

Christelle Flahaux -

https://www.linkedin.com/in/cflahaux/

fabric | LinkedIn -

https://www.linkedin.com/company/teamfabric/

fabric | Website -

https://fabric.inc/

6Sense -

https://www.6sense.com/

Salesforce CRM -

https://www.salesforce.com/

HubSpot -

https://www.hubspot.com/

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Ankur Uttam, VP, Data Science and Analytics at Poshmark, discusses how the company uses data to innovate new e-commerce experiences. He explains how live shopping features like “Posh Party LIVE” and “Share Shows” create interactive, community-centered experiences, allowing users to buy and sell through real-time auctions and shared closets. Poshmark also integrates AI to personalize experiences, tailoring notifications and communications to user habits to enhance satisfaction and streamline engagement.

Key Takeaways:

(02:24) Poshmark’s strategic focus is on live shopping.

(03:22) “Posh Party LIVE” fosters community-driven selling.

(04:09) Poshmark’s "Share Shows" enable collaborative selling.

(10:09) Poshmark’s “prioritized last touch” approach to channel attribution.

(12:00) Successful attribution models are validated by results that align with predicted outcomes.

(16:30) Cohort analysis shapes geo-specific marketing insights.

(24:33) AI supports user engagement through personalized recommendations.

(25:33) AI customizes the timing of notifications, tailoring communication to user habits.

(27:15) Strategic thinking and curiosity are vital skills that AI tools can’t replace.

Resources Mentioned:

Ankur Uttam -

https://www.linkedin.com/in/ankuruttam/

Poshmark -

https://www.linkedin.com/company/poshmark/

Posh Party LIVE -

https://blog.poshmark.com/your-guide-to-posh-party-live/

Share Shows -

https://blog.poshmark.com/posh-party-live-how-do-i-shop-and-share/

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#influencermarketing #DTCmarketing #ecommerce #growth #advertising

In this episode, Marcelo Kertesz, Chief Marketing Officer of MANSCAPED, reveals how navigating the high-stakes world of political campaigns shaped his creative and marketing strategies. His strategic approach, which won six presidential campaigns, is now being used to transition MANSCAPED from a D2C-first company to an omnichannel powerhouse.

Marcelo discusses the key lessons he took from direct-to-consumer (D2C) marketing, particularly how it fast-tracks challenger brands like MANSCAPED to market. He shares the benefits and challenges of D2C, noting how it allows brands to scale quickly while exposing inefficiencies at higher growth levels. Marcelo explains how balancing performance marketing with long-term brand building is crucial to MANSCAPED’s continued success in digital and retail environments.

Key Takeaways:

(02:20) Marcelo’s background in Brazilian advertising and political campaigns.

(02:52) Transitioning to life in the U.S. and launching new brands.

(03:50) Joining MANSCAPED and Marcelo’s vision for the brand.

(06:03) The evolution from a D2C-first model to an omnichannel approach.

(09:30) The strengths of D2C.

(11:39) D2C and performance marketing vs. mass scale.

(16:22) Fast ROI with D2C vs. longer retail cycles.

(18:53) Advice on transitioning from D2C to omnichannel strategies.

(20:23) Leadership skills: clear, constant communication and openness to challenges.

(36:17) Black Friday and holiday season campaign planning.

Resources Mentioned:

Marcelo Kertesz - https://www.linkedin.com/in/marcelo-kertesz-9a1b4a/

MANSCAPED | LinkedIn - https://www.linkedin.com/company/manscaped/

MANSCAPED | Website - https://www.manscaped.com/?srsltid=AfmBOoodzvuocYujbUgMsANa7d7yM5Cw8MhT8qidkCIJRaIOVzrTF_1X

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#influencermarketing #DTCmarketing #ecommerce #growth #advertising

In this episode, Jane Stecyk, VP of Lifecycle Marketing at Mighty Networks, reveals why communities are the ultimate business game-changer. Jane explains how the right community not only connects people but also drives unstoppable growth. She shares her insights into the mechanics of building successful communities, highlighting their power to generate recurring revenue and foster deep member engagement. 

Key Takeaways:

(02:01) Communities provide stability and connection during chaotic times.

(02:51) Word-of-mouth drives community success.

(04:26) Nurture a community, and it becomes your most loyal customer base.

(07:53) Move from hero to host: facilitate, don’t dictate, in a thriving community.

(12:55) Communities give customers a reason to engage before they buy.

(16:40) Focus on transitions. People join communities to navigate change.

(20:22) Paid communities thrive because people value what they invest in.

(40:14) Don’t just build a community; promise members their best year ever.

(41:09) Leverage your community to drive customer acquisition and retention.

Resources Mentioned:

Jane Stecyk - https://www.linkedin.com/in/janestecyk/

People Magic Profit - https://www.mightynetworks.com/peoplemagic

Mighty Networks - https://www.mightynetworks.com

ConvertKit - https://convertkit.com/

Facebook Ads Library - https://www.facebook.com/ads/library/

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On today’s episode, we welcome Brian Crandall, Director of Marketing of Hurom America.

Brian highlights the cultural and marketing contrasts between Korea and North America, drawing from his extensive experience living in Korea. He sheds light on the unique consumer behaviors, media consumption patterns and the evolution of digital services that set Korea apart.

Key Takeaways:

(01:35) Koreans excel at reading social cues, unlike the more expressive Americans.

(04:10) Offline shopping thrives in Korea, with department stores offering exceptional service.

(06:34) Live shopping is popular in Asia but hasn’t caught on in North America.

(07:51) Exposure to diverse cultures shifts perspectives on marketing and consumer behavior.

(12:04) Korean media consumption includes traditional TV and advanced mobile usage.

(15:05) Korea’s unique digital landscape features platforms like Naver and Kakao.

(18:12) Korean brands, especially in the beauty and automotive sectors, are gaining global recognition.

Resources Mentioned:

Brian Crandall LinkedIn: https://www.linkedin.com/in/brianacrandall/

Hurom America | LinkedIn: https://www.linkedin.com/company/huromamerica/

Hurom America | Website: https://www.hurom.com/

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#influencermarketing #DTCmarketing #ecommerce #growth #advertising