The Omnichannel Marketer

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: [email protected]


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.

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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

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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.

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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.

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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