What does it take to build a long-lasting consumer brand in a noisy, trend-driven world, especially one selling $2,000+ customizable sleep systems?In this episode, Priyaa sits down with Lisa Tan, CMO of Reverie, to unpack her decade-long playbook for building a DTC and retail hybrid brand that prioritizes long-term value over short-term hype.If you’re building or scaling a DTC or consumer brand and wrestling with how to balance storytelling, performance, and brand integrity, this one’s for you.—⏱️ Timestamps00:00 – Intro: Sleep is having a moment

01:14 – What it’s like to be CMO of Reverie

02:22 – The evolution of DTC marketing since 2010

03:59 – How Reverie’s buyer journey differs across channels

06:34 – What really hooks customers in a $2,000+ category

07:47 – Why storytelling must be personalized

08:48 – The limitations of influencer marketing for Reverie

10:27 – Competing in an era of social commerce

12:10 – How to keep teams learning while staying on brand

13:16 – Bridging aspirational mission and practical content

16:01 – Can Reverie expand beyond the 55+ market?

17:28 – Why quizzes are the content hook that works

18:49 – Content priorities: retail partners vs storytelling

20:32 – Challenges with retailer brand control

21:28 – What excites and scares Lisa about the competition

22:46 – How to keep teams motivated in a fast-changing world

24:27 – The metric Lisa Tan ignores

25:11 – Why organic content still matters

26:04 – Will avatars replace humans in content?

27:29 – CMO job surprises: it’s not all glamor

30:10 – Performance vs beauty: the marketing tradeoff

31:29 – How Lisa’s team tracks full-funnel success

33:06 – Personalized agentic commerce and AI journeys

34:39 – Visual vs conversational content: why Reverie needs both

36:01 – Is streaming a viable ad channel?

37:06 – How Lisa spies on competitors

38:33 – Meta, TikTok, YouTube: what works and what’s next

39:56 – In-house vs agency: how Lisa’s approach evolved

42:11 – Biggest early career lesson

44:07 – Lisa’s vision for consumer marketing in 2030

45:19 – What tween cosmetics can teach DTC marketers

46:56 – What Lisa’s reading (and longevity routines)

49:54 – Final thoughts🎧 Subscribe for more conversations like these#DTCmarketing #retailstrategy #ecommerce #consumerbrands #sleeptech #marketingleadership #brandbuilding #aiinmarketing #reverie