What do you get when you combine razor-sharp humour, social-first instincts, and a refusal to play by the rules?

An equal-parts entertaining, and practical, deep dive into brand building on social today.

This week, Verity sits down with Gabriel Gomez (Head of Social & Community @ MCoBeauty (US), Creator & Speaker) to explore how one of Australia’s most-followed beauty brands is winning the US market. Spoiler alert: it’s by moving fast, listening closely, and making the right kind of noise online.

Turn this episode on and up to learn how to:

• Spot and Scale the Right Cultural Moments, Without 10 Approvals & a Deck: Gabe shares how MCoBeauty gets from idea to action in minutes, thanks to lean teams, shared instincts, and a refusal to overthink the feed.
  

• Build Campaigns with Cross-Functional Input (Without Slowing Things Down): Gabe’s approach flips the usual script: involve people early, keep ideas fluid, and trust that great strategy can come from any level of the org.
  

• Choose Creators Based on Connection, Not Clout: Whether it's scouting emerging talent or inviting creators into the concepting process, Gabe breaks down how MCoBeauty treats creators like consultants, not content machines.
  

• Balance Viral Chaos with Brand Clarity (and Still Forget the Playbook): Social’s a sprint, but that doesn’t mean strategy gets lost. Learn how MCo blends brand consistency with bold, off-script moves that actually land.
  

• Build a Fast-Moving, Emoji-Powered Social Culture that Thrives Under Pressure: From skipping the decks to celebrating team wins with emphasis, Gabe shows how to lead a social team that runs on energy and impact.
  

• Decide What’s a Green Flag (and What’s a Giant Red One): In a rapid-fire game, Gabe shares exactly how he filters pitches, rates brand behaviour, and why he’s definitely deleting your “$50 and a lipstick” offer.
  

Plus: you’ll hear why TikTok is their #1 Advocacy driver, how Gabe spots red-flag creators, and the surprising platform he opens first every day.

His advice is fast, fresh, and unapologetically honest – just like the brands that win on social now.

Chapters

00:00 – Gabe Gomez & the MCoBeauty Mindset

03:00 – Why Dupes, Not Decks, Drive Beauty Culture Now

07:00 – Crashing Trends & Creating Chaos: Moving at the Speed of Social

12:00 – F*** the Playbook: Balancing Strategy with Spontaneity

17:00 – Creators as Consultants: Rethinking Influence & Partnerships

22:00 – The Green Flag / Red Flag Game: What Brands Get Wrong (and Right)

32:00 – Why TikTok’s Driving Advocacy, And Instagram Isn’t

36:00 – The Platform Breakdown: What’s Working, What’s Next

41:00 – How to Really Build Brand Advocacy (It’s Not a Coupon Code)

Rate & review Building Brand Advocacy:

Apple Podcasts

Spotify

Connect with Gabe:

On LinkedIn

On MCoBeauty’s Instagram (US)