Earned: Unlocking the Power of the Creator Economy (CreatorIQ)
Explorez tous les épisodes de Earned: Unlocking the Power of the Creator Economy
| Date | Titre | Durée | |
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| 01 Dec 2020 | 16 - Reuben Carranza, Kate Somerville | 01:06:00 | |
In Episode 16 of Earned, Conor chats with Reuben Carranza, CEO of influencer-beloved skincare brand Kate Somerville, and former president of cult-favorite haircare brands R+Co and Olaplex. We dive into Reuben’s learnings from his 24-year corporate career at P&G, and hear how and why he transitioned to leading a small, independent brand like R+Co—and the challenges he faced. We gain more insight into the success behind R+Co and the rest of parent company Luxury Brand Partners’ portfolio, before learning why Reuben joined Olaplex’s team and how he helped double the brand’s business in just one year. Reuben then reveals his leadership and marketing philosophies, and shares the four most important questions for DTC brands to keep in mind. Conor and Reuben close the episode by discussing influencer marketing at Kate Somerville, which Reuben deems the “biggest key to [the brand’s] success so far.” We learn about founder Kate Somerville’s active role in fostering relationships with influencers through her clinic, and hear how the brand’s genuine “heart-to-heart connection” with its influencer family has become even more important in the COVID era. | |||
| 09 Mar 2021 | 22 - Calum Watson, Gymshark | 00:55:01 | |
In Episode 22 of Earned, Conor chats with Calum Watson, Global Partnerships Director at cult-favorite (and rapidly growing) fitness apparel brand Gymshark. We start by discussing the innovative initiatives Gymshark launched to connect its community amid the pandemic, and how the brand leveraged the home workout trend to drive growth. We then dive into Calum’s background, and hear a little bit about his time running the influencer program at Myprotein, before jumping into his role at Gymshark. Calum shares some of the challenges and growing pains that he experienced in the face of the brand’s rapid growth, and reveals the humble qualities that allowed Gymshark founder Ben Francis to scale the business. We then learn more about Gymshark’s athlete ambassador program and hear Calum’s human-centric philosophies around nurturing genuine, long-term relationships and mutually beneficial partnerships with influencers. We also touch on Gymshark’s international community building strategies, and hear about the brand’s breakdown of organic and paid relationships, before Calum closes the episode by emphasizing Gymshark’s purpose and how “everything has to tie back to that purpose.” | |||
| 04 Aug 2020 | 9 - Aurelian Lis, Dermalogica | 01:14:35 | |
In Episode 9 of Earned, Conor chats with Aurelian Lis, CEO of influencer-favorite skincare brand Dermalogica. Aurelian shares the post-COVID pivots that Dermalogica has made, including the brand’s new Clean Touch Certification program. We also learn more about Aurelian’s early days as COO of Commerce at dELiA*s Corp, before he walks us through his journey of building and selling his own customized skincare brand, PRESCRIBEDsolutions. Aurelian then shares his learnings from his time as General Manager of Benefit Cosmetics Americas, and emphasizes the importance of finding and maintaining your “edge” as a brand— especially in the social media era. We then dive into Aurelian’s experience at Dermalogica, and he explains his “iterate relentlessly” philosophy. Aurelian talks about why he believes product along with service leads to consumer loyalty, and finally, we discuss the brand’s education-focused approach to influencer marketing. | |||
| 11 Oct 2023 | 100th Episode Compilation Celebration! | 00:49:43 | |
It’s our 100th episode of Earned! What an incredible ride it’s been. We truly couldn’t have done it without you, our loyal listeners. Thank you! To celebrate this milestone, we’ve compiled all of the best moments, learnings, and takeaways from our amazing guests over the last 100 episodes, highlighting their tried-and-true approaches and philosophies around influencer marketing, the creator economy, brand building, marketing strategies, leadership, entrepreneurship, and more. To help you follow along, we’ve listed timestamps for the different themes and speakers below. But if you’d prefer to watch this compilation instead, head over to our YouTube channel (linked below) to see our guests in all their glory. We can’t wait to make Earned even bigger and better. On to 200! Topic and Speaker Timestamps: 1:33 - Influencer Marketing Best Practices
15:09 - Social Media Platforms & The Creator Economy
20:13 - Brand Building
28:05 - Marketing Strategies
37:18 - Leadership Philosophies
44:29 - Industry Trailblazers
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| 09 Jun 2020 | 5 - Sarah Lee & Christine Chang, Glow Recipe | 01:09:49 | |
In Earned’s first remote episode, Conor (virtually) sits down with Sarah Lee and Christine Chang, co-founders of cult-favorite skincare brand Glow Recipe. We dive into Sarah and Christine’s unique backgrounds, as they unpack what they learned growing up across different countries and cultures. We then learn about their time working together at L'Oréal Korea, and what it was like to transition from the big corporation “bubble” into a two-man band at Glow Recipe. Christine and Sarah detail their close-knit co-founder dynamic, and reveal why they decided to pivot Glow Recipe from a curation business to an in-house skincare line of fruit-powered products in 2017. The founders also share their 360-degree approach to brand marketing, their personalized and authentic influencer outreach strategy, and their journey to building the Real Glow Gang, a passionate and highly engaged community of skincare—and Glow Recipe—enthusiasts. | |||
| 10 Dec 2024 | 153 - Ukonwa Ojo, Zaia Ventures | 00:45:12 | |
In Ep. 153 of Earned, Conor Begley sits down with Ukonwa Ojo, CEO of Zaia Ventures—a company that builds and scales businesses for underrepresented and marginalized communities. To start, we dive into Ukonwa’s career as former Global Chief Marketing Officer for major brands like Cody Consumer Beauty, MAC Cosmetics, and Amazon Prime Video. Ukonwa shares how she shifted from the executive suite to establishing her own ventures, fueled by a family legacy of innovation. She introduces us to Zaia Ventures, a holding company that encompasses her unique platform, Zaia, and then Ada & Edith, a fashion brand dedicated to empowering modern women. Ukonwa reveals key themes in authentic creator partnerships, like thinking of creators like friends of your brand rather than an advertising channel. We learn about Ukonwa’s mission to create meaningful connections and bridge fragmented communities, demonstrating how fulfilling work can harmonize with personal priorities. To close the show, Ukonwa shares about her love of travel and her goals to continue seeing the world. In this episode, you’ll learn:
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| 19 Oct 2021 | 36 - Sandrine Crener de Schutter, Harvard Business School | 01:07:59 | |
In Ep. 36 of Earned, Conor sits down with Sandrine Crener de Schutter, program director at Harvard Business School and expert in all things luxury marketing. We start the episode by diving into the challenges and advantages of online teaching and remote learning, and hear why Sandrine believes virtual instruction can facilitate more individualized learning models for different types of students. Sandrine then shares where her passion for education came from, and describes how she helped rebuild and rebrand the International University of Monaco, which soon ranked among the top MBA programs in Europe. We switch gears to ask Sandrine, a luxury marketing professor at Harvard, what her definition of luxury is, before exploring how prominent cultural differences, and the rise of influencers and social media, have shaped global luxury marketing. Finally, Sandrine offers key insights from her case study on Supreme’s marketing strategy, and we close the show by discussing how brands can break into China—the world’s largest luxury market. | |||
| 07 Jul 2020 | 7 - Jamie Starr, The North Face | 01:20:07 | |
For Episode 7 of Earned, Conor sits down with Jamie Starr, Global Director of Sports Marketing at The North Face. Jamie starts off by sharing where his love of the outdoors originated, growing up in Crested Butte, a small, close-knit community in Colorado’s Rocky Mountains. Though he seemed destined to become a professional skier, Jamie wanted to pursue higher education at the University of Colorado—where he eventually earned his J.D. Jamie then reveals why he transitioned from attorney to digital brand consultant, back when the media landscape was changing rapidly and the blogosphere and social networks were starting to take off. We learn more about Jamie’s role at The North Face, and how the brand is staying connected with, and supportive of, its team of athlete ambassadors in the face of a pandemic and cultural revolution. To end the episode, Jamie emphasizes how The North Face is using its platform to fight for racial justice and promote more diversity in mountain sports. | |||
| 27 Dec 2023 | 109 - David Neyman, Logitech | 00:34:50 | |
In Ep. 109 of Earned, we sit down with David Neyman, Global Lead of Talent and Content at Logitech. We dive into Logitech’s innovative approach to marketing, and David explains how the brand builds “cultural cachet” with consumers by partnering with talent (like Lizzo) on creative campaigns. David emphasizes the importance of aligning internally and externally on the purpose and goals of a creator partnership, and striving for the right balance of art and science when determining brand partners and initiatives. Conor and David discuss how Logitech actually sits at the center of technology and lifestyle by connecting consumers to their favorite digital experiences with best-in-class tech. We also hear how Logitech tailors its product marketing to resonate with its diverse, target demographics, from software engineers to social media creators. David shares why Logitech is looking to expand its creator strategy from brand awareness to conversion, and unpacks the challenge of identifying the “holy grail” creators that can actually influence purchase intent. Next, we explore Logitech’s participation in the metaverse, and David reveals the origins of the brand’s Song Breaker Awards activation with Roblox, which aimed to shine a light on impactful yet underrecognized creators, before learning how Logitech co-created the “Own The 8 Count” short film about choreographer JaQuel Knight. To close the show, Conor asks David about his predictions for the future of VR. In this episode, you will learn:
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| 05 Oct 2021 | 35 - Soyoung Kang, EOS | 00:51:50 | |
In Episode 35 of Earned, Conor sits down with Soyoung Kang, CMO of TikTok’s favorite brand, EOS. We start the episode by diving into the origins of the brand’s unfiltered “Bless Your F-ing Cooch” shaving cream collaboration with TikTok creator Carly Joy (@killljoyy), which went viral and doubled EOS’ business practically overnight. We then take a step back to hear about Soyoung’s impressive background (she received her undergraduate degree from MIT, and MBA from Wharton), and she shares key takeaways from her leadership roles at L Brands, Victoria’s Secret, and Bath & Body Works. We discuss how mass brands like EOS are disrupting traditionally replenishment-driven product categories by creating desire and inspiration for consumers, before unpacking Soyoung’s own leadership philosophies. Finally, we explore EOS’ winning TikTok marketing strategies, including Soyoung’s diversified approach to working with content creators. | |||
| 06 Apr 2021 | 24 - Kory Marchisotto, E.L.F. Beauty & Keys Soulcare | 00:58:59 | |
In Episode 24 of Earned, Conor sits down with beauty industry titan Kory Marchisotto, CMO of E.L.F. Beauty and president of Alicia Keys’ skincare and wellness brand Keys Soulcare. We start the episode by discussing how various social media platforms like TikTok, Twitch, and Instagram are trending, before diving into Kory’s background. Kory shares her most important learnings from her nearly two decades of experience at Shiseido, as well as her time at French luxury houses like Jean Paul Gaultier and Hermès, before revealing that a lesson she learned from Issey Miyake—“only be interested in what you do not know”—motivated her to explore a new space and bring her luxury experience to a drugstore beauty brand like E.L.F. Beauty. We learn how Kory’s bias for action propelled E.L.F.'s early success on emerging digital platforms, and hear about E.L.F.’s influencer marketing philosophies. We close out the episode by discussing Keys Soulcare, and learn how the brand is redefining beauty and building a community of “lightworkers” to uplift others. | |||
| 26 Jan 2021 | 19 - Scott Sassa, Milk Makeup | 01:03:28 | |
In Episode 19 of Earned, Conor sits down with Scott Sassa, entertainment titan turned makeup mogul. Scott’s previous roles include President of Turner Entertainment, CEO of Marvel, and President of NBC Entertainment—to name a few—but he currently serves as chairman of influencer-favorite beauty brand Milk Makeup. Conor and Scott start the episode by discussing the future of the consumer landscape in a vaccinated world, before diving into Scott’s background and learning what initially drew him to the entertainment industry—where he worked his way up to running his own cable network at just 25 years old. We then discuss Scott’s first pivot away from entertainment into tech, and hear about his time as CEO of Friendster. Scott then shares why he decided to enter the beauty industry and lead the Milk Makeup team, and reveals the key factors he believes have guided the brand to success. Of course, we end the episode by talking about the role of influencers, and hear why Milk Makeup chooses to take the organic path when it comes to building influencer relationships. | |||
| 06 Aug 2024 | 139 - Jenna Habayeb, Ruggable | 00:33:03 | |
In Ep. 139 of Earned, Conor sits down with Jenna Habayeb, CMO of trendy, washable rug brand Ruggable. To start, Jenna unpacks how she transitioned from a career in the beauty industry with Ipsy to the innovative world of home decor at Ruggable. We discuss the complexities and differences when it comes to marketing home decor compared to beauty products, including the role of creators and the logistical challenges of photo shoots. Jenna then emphasizes the importance of blending performance marketing with brand building, and shares her favorite strategies for driving community engagement and growth through PR, social media, influencers, and experiential marketing Next, we explore Ruggable's strategic collaborations with popular brands like Bridgerton and Pantone, and hear how the company swiftly responds to cultural trends (like launching products inspired by Beyonce's album release). To close the show, Jenna shares her take on the evolving role of a CMO, highlighting the importance of a full-funnel marketing approach, diversification of channels, and potential retail expansions. In this episode, you will learn:
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| 08 Apr 2024 | 124 - Courtney Shields, DIBS Beauty | 00:35:16 | |
In Ep. 124 of Earned, Conor sits down with Courtney Shields, social media icon (with over 1M Instagram followers) and Co-founder of fast-growing beauty brand DIBS. To start, we dive into the ups and the downs of product creation, and learn the story behind two of DIBS Beauty’s most successful product launches. Courtney shares why she needs to feel 100% confident in a product before putting it out in the world, and how that only enhances the excitement of seeing DIBS “in the wild.” With over 10 years of experience in social media and a passion for beauty, Courtney explains how the idea for DIBS Beauty came out of understanding her community’s needs and wanting to create a solution for them. We unpack how Courtney built a loyal fanbase for DIBS Beauty in its early stages by finding people who truly love and use the brand organically, before hearing why the DIBS Beauty team focuses on the entire experience of the product to take the guesswork out of beauty. Next, Courtney reveals the secret to her success co-founding a brand as a creator, and how her personal experiences as a creator have helped inform DIBS Beauty’s influencer marketing strategy. We then dive into Courtney’s life as a creator and hear where her “line” is when it comes to sharing her personal life online. Courtney reveals her “evolve or die” mindset when it comes to ever-changing social media platforms, and how she approaches Instagram versus TikTok. To close the show, Courtney reminds us that what you see on social media is a packaged polished version of people, and that if you don’t like following someone—unfollow them! In this episode, you’ll learn:
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| 07 Nov 2023 | 103 - Natasha Vaquer, VICE Media | 00:37:16 | |
In Ep. 103 of Earned, we sit down with Natasha Vaquer, SVP of Talent Partnerships and Influencer Strategy at VICE Media—the largest independent youth media company in the world. To start, we dive into the ever-evolving relationship between publishers and creators, and Natasha reveals where she thinks it’s heading next. With a decade of experience in the industry, Natasha sheds light on how editors have now become the talent in their own right, and why she believes these subject-matter experts may become the new focal point in companies’ creator strategies. Switching gears, Natasha, who previously ran the talent partnerships division at Refinery29, recounts being acquired by VICE, and adapting to the publication’s different audience. We discuss VICE’s relationship to different social platforms, and Natasha emphasizes how the “key” is to be nimble with finding what works for your audience. Next, Natasha reveals the mistakes brands often make with talent partnerships, and reiterates the importance of giving creators the autonomy to make content that’s suited to their audience. To close the show, we touch on the current state of affairs with the SAG-AFTRA strike, and unpack how social media creators are being affected. In this episode, you’ll learn: 1. How the relationship between publishers, brands, and creators is evolving. 2. Why subject-matter experts may become the new focal point in companies’ creator strategies. 3. Why brands need to give creators the autonomy to create content that works for their audience. Resources:
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| 01 Jun 2021 | 28 - Katie Welch, Rare Beauty | 01:05:23 | |
For Ep. 28 of Earned, we’re joined by Katie Welch, CMO of Selena Gomez’s smash-hit makeup brand Rare Beauty! We kick off the episode by hearing about how Katie uses her own TikTok platform (with over 16,000 fans!) to mentor young professionals interested in the beauty industry, and how Katie herself broke into the space. We then walk through Katie’s enviable marketing career, as she shares how the lessons she learned at communications firm Weber Shandwick—particularly, the power of storytelling—have been invaluable to her work with brands including Bliss, Hourglass, Honest Beauty, and of course, Rare Beauty. Next, we dive into Rare Beauty, and Katie recalls how Selena Gomez’s mission to create a space where everyone feels welcome drew her to the brand. We discuss the challenges that come with building a brand from scratch—in the middle of a pandemic no less—and the innovative ways Rare Beauty kept its community connected and prioritized mental health in the time of COVID-19. Finally, Katie reveals her top three influencer marketing philosophies. | |||
| 21 Jul 2020 | 8 - Savannah Sachs, TULA | 00:52:18 | |
Savannah Sachs, CEO of rapidly growing, probiotic-powered skincare line Tula, joins Conor for our eighth episode of Earned. After earning her MBA from Harvard Business School, Savannah stumbled into the beauty industry by joining—and fueling explosive growth for—subscription box Birchbox. She shares some of her learnings from her time at the brand, before explaining how Tula’s differentiated brand positioning (“at the intersection of beauty and wellness”) eventually attracted her to the CEO role. We dive into Savannah’s leadership philosophy, and she reveals why cultivating a “happy, high-performing team” is the key to business success—and her first priority at Tula. We also learn how Tula adapted its marketing and retail strategies in response to COVID-19 to power record sales in April and May. Savannah gives generous insight into Tula’s influencer program, and emphasizes the importance of “high-touch” relationships between brand teams and their influencer partners. | |||
| 06 Sep 2022 | 58 - Rich Gersten, True Beauty Ventures | 00:45:25 | |
In Episode 58 of Earned, Conor sits down with beauty investor Rich Gersten, co-founder and Managing Partner of beauty-focused growth fund (and newly announced Tribe Dynamics partner) True Beauty Ventures. To start the episode, Rich walks us through his career trajectory, unpacking his transition from private equity to venture capital, before explaining how he wound up investing exclusively in beauty brands. We then learn why he founded True Beauty Ventures at the end of 2019 to provide capital and guidance to smaller beauty businesses. Next, Rich shines a light on the qualities that distinguish a successful investor, emphasizing that the investment business is all about pattern recognition, so specialization is key. We also hear which characteristics of effective brand founders make Rich keen to invest, before learning about the metrics and KPIs that he values most. To close the show, Rich shares the knowledge he gained from investments that didn’t turn out as expected, and how those takeaways have informed True Beauty Ventures’ brand mentorship program. | |||
| 30 Apr 2024 | 127 - Larissa Jensen, Circana | 00:33:33 | |
In Ep. 127 of Earned, Conor sits down with Larissa Jensen, SVP and Global Beauty Industry Advisor at Circana. With more than two decades of experience in the beauty industry, Larissa shares how beauty standards have evolved in that time, and the pivotal role social media has played. We explore how the landscape is shifting from traditional department store dominance to a personalized digital marketplace for each consumer, before Larissa reveals the rise of “prejuvenation” trends among the youth. We then discuss the challenges brands face in today’s ever-changing market, and how social media analytics play a crucial role in brand performance. Switching gears, Larissa unpacks how Circana, born from NPD and IRI, provides insight into the connection between online buzz and sales. Larissa then lends her career advice, emphasizing the importance of curiosity and perseverance. To close the show, Larissa emphasizes the importance of finding joy in work—even the hard work! In this episode, you’ll learn:
How patience and authentic communication propelled Larissa's career, and how these skills can be transformative in the fast-paced beauty market.
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| 20 Jul 2021 | 30 - Julian Reis, SuperOrdinary | 00:42:02 | |
For Earned’s 30th episode, Conor sits down with Julian Reis, founder and CEO of SuperOrdinary: the beauty incubator and global growth partner helping popular U.S. brands break into the Chinese market. We start by discussing the challenges foreign brands encounter competing with domestic brands in China, and which Chinese brands to look out for. Julian then explains the recent changes in China’s animal testing regulations—and what they mean for brands looking to enter the market—before walking us through the cross-border process. Next, we take a step back to hear about Julian’s entrepreneurial career journey, and what inspired him to found SuperOrdinary, as well as some of the mistakes he made when building a business in a foreign market without local experience. We chat about the Chinese commerce and social platforms we need to be aware of, before diving into the phenomenon of livestreaming, and whether or not it will gain steam in the U.S. Finally, we learn how SuperOrdinary strategically works with over 40k Chinese KOLs (Key Opinion Leaders), and Julian reveals the most common misconceptions brands have about the KOL landscape and influencer marketing in China. | |||
| 19 Apr 2023 | 76 - Akash Mehta, Fable & Mane | 00:46:20 | |
In Ep. 76 of Earned, Conor sits down with Akash Mehta, co-founder and CEO of fast-growing, Ayurvedic-inspired haircare brand Fable & Mane. To start the episode, we discuss the resurgence of brick-and-mortar retail, and Akash explains the importance of continuing to invest in both online and in-store experiences. He shares some takeaways from the recent Sephora Brand Summit, including the importance of influencer marketing and the strong correlation between brands winning in Earned Media Value (EMV) and revenue. We discuss why Sephora is not only a retailer, but also a key brand building partner for up-and-coming brands, and Akash emphasizes the importance of a focused distribution strategy. Next, we discuss how Fable & Mane creates demand in non-English speaking markets, and the large and relatively still untapped market opportunity in India. And of course, we talk about Akash’s bread and butter—influencer marketing—and learn his philosophies, learnings, and predictions for the future of the space. To close the show, we talk about what inspired Akash’s own podcast, Founded Beauty, and hear how his dad’s experience in manufacturing and distribution have impacted Akash’s approach to building and growing Fable & Mane. In this episode, you will learn:
Key Takeaways [5:32 - 8:24]: Taking a look at Sephora as a brand builder [14:24 - 17:50]: The growing beauty industry in India [22:18 - 24:09]: How to approach content creation as a personal brand [29:54 - 34:43]: Akash’s work efficiency and how he manages his time Resources: Connect with the Guest(s): Connect with Conor Begley & CreatorIQ:
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| 28 Nov 2023 | 106 - Rose-Marie Swift & Elaine Sack, RMS Beauty | 00:40:48 | |
In today’s episode of Earned, Conor has the pleasure of sitting down with two incredible guests: Rose-Marie Swift, veteran celebrity makeup artist and founder of RMS Beauty, and her partner in crime for 15+ years, Chief Strategic Officer Elaine Sack. To start, we hear why Rose-Marie was inspired to disrupt the industry and create her own clean beauty line after years of being a professional makeup artist to the stars, while Elaine shares why she decided to join the brand 15 years ago. Next, we discuss the recent explosion of expert-founded brands, and the reasons why Rose-Marie and Elaine believe these brands will stand the test of time. We unpack RMS Beauty’s impressive EMV growth over the last year and hear about the brand’s approach to working with creators, then learn why Rose-Marie herself decided to get on—and take over—TikTok. (#RoseMarieSwift has over 20M views!) Rose-Marie then shares why she believes her unfiltered content resonates across generations on the platform. We switch gears to discuss Rose-Marie and Elaine’s “husband and wife” working relationship, and how it has evolved over the last decade. The pair shares their rationale for bringing on financial partners, and why Highlander Partners and current CEO David Olsen were the perfect fit for them. To close the show, Rose-Marie, Elaine, and Conor discuss their craziest “middle-of-the-night” ideas for their companies. In this episode, you will learn:
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| 04 Jun 2024 | 131 - Bridget Dolan, YouTube Shopping | 00:29:44 | |
In Ep. 131 of Earned, Conor sits down with Bridget Dolan, Managing Director of the YouTube Shopping division. To start, we explore how the creator economy has evolved on YouTube and unpack its significant influence on e-commerce. Bridget explains how creators, viewers, and brands are entwined in a symbiotic relationship that's reshaping retail through authentic content and seamless shopping experiences. We then dive into YouTube's innovative shopping features, including an affiliate program that fosters partnerships between over 50,000 creators and leading brands. Next, we discuss distinct consumer behaviors and trends—like Korea's live shopping craze and Brazil's unique market—and Bridget shares how cultural differences impact consumers’ shopping habits. Switching gears, Bridget reflects on her time at Sephora and reveals why she decided to join YouTube. To close the show, Bridget emphasizes the importance of authentic creator partnerships and their impact in building an audience and driving sales.
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| 01 Feb 2022 | 43 - Janet Gurwitch, Laura Mercier, Advent International | 00:52:40 | |
In Episode 43 of Earned, Conor sits down with industry legend Janet Gurwitch—founder and former CEO of Laura Mercier Cosmetics, and operating partner at Advent International. Additionally, Janet has invested in many popular brands, and currently serves on the board of directors for Olaplex, Drybar, and the Houston Astros. We start the episode by discussing Advent’s acquisition of Laura Mercier (along with BareMinerals and Buxom), as Janet shares the unique experience of reacquiring her own brand. We then take a step back to explore Janet’s extensive career in retail, learning how she worked her way up to Executive Vice President of Neiman Marcus, as well as how the then-unprecedented success of indie beauty brand Bobbi Brown inspired her to create Laura Mercier Cosmetics. Next, Janet reveals the qualities she looks for when investing in a brand, and the approach she takes when serving on a brand’s board of directors. We then unpack the factors that contributed to Olaplex’s success, and learn how Janet got involved with the Houston Astros. To close the show, Janet gives advice to aspiring entrepreneurs. | |||
| 05 Sep 2023 | 95 - Samantha Sichel, Live Nation Entertainment | 00:27:52 | |
For our 95th episode of Earned, Conor sits down with Samantha Sichel, the Head of Social Product and Digital Innovation at leading live entertainment company Live Nation. To start the show, we dive into Samantha’s nearly two-decade career at Live Nation, and she shares how the company and industry have evolved during the rise of digital media. We unpack Live Nation’s rapid growth via vertical integration, and hear how CEO Michael Rapino is a “visionary” in discovering successful artists and investing in their growth, while still allowing them to remain autonomous. We learn why live entertainment attracts a highly influential audience, and Samantha explains how Live Nation leverages this engaged community of “fanfluencers” to help market shows and events. Next, we dive into the success of Live Nation’s Last2Leave creator house, and Samantha shares why the company’s secret sauce lies in its unique ability to give creators “the best night of your life every single week.” Conor and Samantha then reflect back on the pandemic, and we hear how Live Nation creatively connected fans to artists in a time without in-person events. To close the show, Samantha, a mother of three, shares her advice for excelling in your career as a working mom. In this episode, you will learn:
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| 14 Apr 2020 | 2 - Jordynn Wynn, Insert Name Here & ColourPop | 00:55:05 | |
In Episode 2 of Earned, Tribe Dynamics co-founder Conor Begley chats with Jordynn Wynn, co-founder of rising hair extensions brand Insert Name Here (yes, that’s the name!) and marketing director at ColourPop. Raised in a small Montana town, Jordynn reveals how she wound up becoming the first official hire at ColourPop at age 21, and pulls back the curtain on the brand’s humble beginnings. Jordynn also shares why she, alongside former Pepperdine classmate and ColourPop colleague Sharon Pak and entrepreneur Kevin Gould, decided to enter the hair space and found wig, ponytail, and extensions brand Insert Name Here. We unpack how Jordynn’s learnings from ColourPop inform INH’s marketing strategy, and discuss the active role social media influencers have played in the hair brand’s initial success. | |||
| 15 Mar 2024 | 121 - Chris Ruder, Spikeball | 00:36:49 | |
In Ep. 121 of Earned, Conor sits down with Chris Ruder, CEO of Spikeball—the world’s largest supplier of roundnet equipment. To start, we dive into the background of Spikeball, which originally launched in 1989, before learning how Chris revived the name in 2004. With his original job being a sales position at Microsoft, Chris shares that he had no idea what steps to take, but that inspiration struck after seeing the game on a family vacation. Next, we explore the journey of building up to the re-launch, and how Chris was able to use his resources to create the product we know as Spikeball. Chris speaks to how he balanced running the Spikeball brand while simultaneously working his corporate job, and claims that the energizing work he did on Spikeball was what kept him going. We discuss what Chris loved about having the autonomy to build a consumer-forward brand, and how it led to feeling fulfilled in his career. By following the community of Spikeball players and monitoring what they’re asking for, Chris empowered a group of avid-roundnet players into a loyal fanbase itching to participate in tournaments. We then learn how Spikeball has maintained its focus on its competitive community while also maintaining the balance of making “at-home players” feel valued. Between the way Spikeball motivates its customer service to treat players as friends, the ‘Spikeballer of the week newsletter,’ and its social media strategy, Spikeball is always chasing the idea of being fully human. To close the show, Chris shares his own level of skill at the game, and how much he admires those who dedicate themselves to the craft.
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| 27 Aug 2024 | REPLAY - Marc Hustvedt, MrBeast | 00:46:46 | |
REPLAY - In Ep. 71 of Earned, Conor sits down with Marc Hustvedt, president of the largest YouTube channel in America (137 MILLION subscribers at time of recording, now 312 MILLION): MrBeast. Marc’s impressive resume also includes founding ventures like Tubefilter, Supergravity Pictures, and the Streamy Awards. We start the episode by learning why Marc enjoys building new companies, and hear why he’s particularly interested in YouTubers. We ask Marc about the core elements that make a piece of content successful, and the reasons behind MrBeast’s most recent explosion in (billions of) views. Marc shares how the MrBeast team has leaned into TikTok, before explaining the importance of viewer acquisition with captivating video titles and thumbnails, and a few of the ways MrBeast optimizes its content for performance. We hear Marc’s take on the current monetization models of social platforms like YouTube and TikTok, and how MrBeast’s side ventures like Feastables and MrBeast Burger are now contributing a larger slice of the revenue pie. To close the show, we discuss the impact that MrBeast, aka Jimmy Donaldson, has had on his hometown of Greenville, North Carolina, and hear what’s in store for the company over the next 20 years.
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| 11 Jul 2023 | 87 - Ana Maria Henao, Microsoft | 00:38:28 | |
In Ep. 87 of Earned, Conor sits down with Ana Maria Henao, the CMO and general manager of US Consumer Channel and Partnership Marketing at Microsoft. We start the show by diving into Ana Maria’s recent transition from 25 years in the CPG sector—with much of her career spent at Procter & Gamble and PepsiCo—into the tech industry, and how the recent AI boom has shaped her experience thus far. We then discuss Ana Maria’s leadership style, and break down the “Three C’s” that she applies every single day. Next, we explore how Microsoft works to cultivate brand love and community, balancing functional efficacy and emotional connection to its products. We then dive into Microsoft’s approach to influencer marketing, and Ana Maria emphasizes the importance of embracing creator content. To close the show, Ana Maria shares her process for self-reflection and active meditation. In this episode, you will learn:
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| 28 Feb 2023 | 69 - Jason Wagenheim, Bustle Digital Group | 00:38:54 | |
In our latest episode of Earned, we sit down with Jason Wagenheim, President and Chief Revenue Officer at global media company Bustle Digital Group. To start, we dive into Jason’s long-spanning career in publishing at Condé Nast, including his time at Vanity Fair, Glamour, and Teen Vogue. Jason reveals how accurate “The Devil Wears Prada” was, then unpacks how digital publishing took the print world by storm. We learn about the triumphs and challenges of acquiring and integrating a portfolio of independent media companies under one roof, including Elite Daily, The Zoe Report, and Inverse, before Jason emphasizes the importance of being comfortable with change. We discuss how publishers were the original influencers, and why advertisers should continue to see their value. Next, Jason shares the learnings he’s applied from his background in sales, and explains why empathy is key to being a successful leader. We close the show with the origin story of Jason’s current side hustle and passion project: East End Cowboy barbecue sauce. In this episode, you will learn: + How the evolution of digital publishing took the print world by storm + Why publishers are the original influencers + The qualities you need to be a successful leader Key Takeaways: [04:27] The rise of digital publishing and its impact on print media [07:33] Why publishers are the original influencers [15:58] The benefits and challenges of acquiring independent media companies [26:54] Jason’s biggest learnings from his background in sales [30:16] The key qualities of a successful leader [35:32] Jason’s BBQ sauce side hustle Resources: Connect with the Guest: Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ | |||
| 07 Sep 2021 | 33 - Adeline Leong, Kosas | 00:52:32 | |
In Ep. 33 of Earned, Conor sits down with Adeline Leong, CMO of fast-growing clean makeup brand Kosas. We start the episode by exploring Adeline’s own professional journey, and learn why she decided to pursue a career in the beauty industry. We then dive into the differences between working at large, established companies and smaller, up-and-coming brands, and Adeline shares advice for how young brands can best position themselves for sustainable growth. We learn why Adeline is a “huge believer” in product sampling, before she explains the origins (and results!) of Kosas’ innovative, new “Tryouts” sampling program. Next, we switch gears to recruiting, and discuss Adeline’s strategies for bringing in fresh talent, before she shouts out the beauty industry leaders from whom she’s learned the most. Finally, we close the show by unpacking Adeline’s organic and authentic approach to influencer marketing—a philosophy that spelled stand-out success first for Tatcha, and now for Kosas. Register for our virtual Earned Summit 3.0 here: https://www.accelevents.com/e/earned-summit?aff=podcast To learn more about how Tribe Dynamics' influencer marketing analytics platform can help you understand your influencer community and supercharge your influencer marketing program, visit our website: https://hubs.la/H0VRsrD0 | |||
| 31 May 2022 | 51 - Stephanie Wissink, Jefferies | 00:32:32 | |
In Ep. 51 of Earned, we sit down with Wall Street wizard Stephanie Wissink, Managing Director at global investment bank Jefferies. Stephanie answers all of our burning questions about the state of the market right now, including: are we entering a recession? And if so, how will that impact consumer behavior, and what will that mean for brands? From there, we explore how companies have responded to market volatility in the past, and Stephanie walks us through the changing state of the economy from pre-pandemic to today. Next, we unpack the three biggest impacts the pandemic had on consumers and the markets, before diving into one of today’s top concerns: inflation. Stephanie shares how COVID-19, supply chain issues, and the war in Ukraine have disrupted the global economy and impacted consumer spending, leaving brands and businesses in an unexpected state of recalibration. Finally, we switch gears to the proliferation of social media platforms, and close the show by discussing the industries and verticals where influencer marketing has had the greatest impact. | |||
| 25 Aug 2021 | 32 - Robert Triefus, Gucci | 00:35:15 | |
In Episode 32 of Earned, Conor sits down with Robert Triefus, CMO of iconic, top-ranking luxury fashion brand Gucci. We start the episode by learning how Gucci has embraced digital to expand and engage its community, and Robert shares a few ways the brand leverages technology to enhance and personalize the customer experience. We then dive into Gucci’s investment in the gaming industry, with Robert unpacking the “increasing intersection between gaming and fashion today.” We hear why Gucci creative director Alessandro Michele champions co-creativity and collaboration in his work, before switching gears to Robert’s impressive career trajectory, as he explains how he found his way into the luxury fashion world. Next, we discuss Gucci CEO Marco Bizzarri’s leadership style, and why he prioritizes inclusivity. Finally, we explore Gucci’s organic approach to working with content creators, and get a primer on influencer marketing in China—luxury fashion’s largest market. Register for our virtual Earned Summit 3.0 here: https://www.accelevents.com/e/earned-summit?aff=podcast To learn more about how Tribe Dynamics' influencer marketing analytics platform can help you understand your influencer community and supercharge your influencer marketing program, visit our website: https://hubs.la/H0VRsrD0 | |||
| 16 Apr 2024 | 125 - Jackie Pimentel, Meta | 00:35:54 | |
In Ep. 125 of Earned, Conor sits down with Jackie Pimentel, Senior Director of Creators and Threads at trillion-dollar social networking conglomerate Meta. To start, we dive into the origin story of Facebook, and learn how our previously fragmented world has become increasingly more connected. Jackie shares why Meta keeps users at the center of everything they do, and how that contributes to a constantly evolving platform. We then pivot to Reels, and Jackie reveals that they’ve grown to over two billion views per day. We dive into Meta’s newest platform—Threads—and hear how the team incorporated “FOMO” into the launch strategy. Jackie reveals the secrets to a successful product launch, and we discuss the diverse and vibrant communities that have grown within each of Meta’s platforms. We then explore Jackie’s own publishing journey, and hear how she found her authentic voice, before she praises creators for everything they do. To close the show, Jackie shares how she strives to live a balanced life as a leader and a mother. In this episode, you’ll learn:
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| 25 Jun 2024 | 134 - Gregory Galant, Muck Rack and The Shorty Awards | 00:35:24 | |
In Ep. 134 of Earned, Conor sits down with Gregory Galant, co-founder and CEO of innovative PR-software company Muck Rack and The Shorty Awards—the first award show to honor digital and social media content. To start, we dive into Greg’s early adventures in podcasting before unpacking his role in reshaping the public relations landscape. Greg shares how his experience interviewing social media pioneers influenced his engagement with emerging platforms, leading to the viral success of the Shorty Awards and the inception of Muck Rack. Next, Greg explains how Muck Rack evolved from a free service for journalists into a comprehensive SaaS platform that revolutionized PR as the first-ever CRM for PR teams. We then discuss the intricacies of PR measurement, the importance of customer feedback, and the transformative potential of AI in the industry. To close the show, Greg shares what motivates him and how he finds fulfillment in creating tools that help professionals excel.
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| 05 Oct 2020 | 13 - Michael McNeil, Huda Beauty | 01:13:25 | |
In Episode 13 of Earned, Conor sits down with Michael McNeil, VP of Integrated Marketing at Huda Beauty. We learn how Michael, who majored in political science and pre-med at LMU, took a hard left turn after college to get his “PhD in beauty” by joining a then-small cosmetics brand known as Anastasia Beverly Hills. Michael, who eventually became Director of Marketing at ABH, shares insight into the early days at the brand, and divulges the key to its explosive growth: building and nurturing a digital community. We dive into how Michael and ABH “invented what beauty marketing looks like today,” and learn Michael’s philosophy behind fostering a community of genuine, long-term brand fans. Michael emphasizes the power of embracing your competitors and communicating to consumers in “the language they already speak.” We also hear about Michael’s experience transitioning to (and powering growth for) Huda Beauty, working with brand founder and mega-influencer Huda Kattan, and creating a global brand—with influencers at the forefront. Finally, Michael lends his advice on how brands can productively address negativity and controversy, and put their communities first. | |||
| 25 Jan 2023 | 66 - Chelsea Riggs, Amika | 00:51:54 | |
In Ep. 66 of Earned, Conor sits down with Chelsea Riggs, Global President of top-ranking professional haircare brand Amika. To start the episode, we learn what attracted Chelsea, who joined the founding team of Amika out of college, to the then-small startup, and how she worked her way up in six years from being a business development manager to Global Brand President. We then dive into Amika’s standout success on social in recent years, and hear how building a more sophisticated influencer marketing engine—and a dedicated “A-team” creator community—helped propel this growth. Next, Chelsea explains why the sales team is so important to a beauty brand, as they are the “eyes and ears to the customer,” before sharing how Amika leverages its community of professional hair stylists for product feedback. Finally, we learn why Amika, which earned Sephora’s “Clean at Sephora” seal last year, has evolved its product line to include clean, responsibly sourced ingredients—plus, Chelsea reveals that the brand is on its way to receiving a B Corp certification. | |||
| 18 Jan 2022 | 42 - Robert Zajac, Hollister, Gilly Hicks, & Social Tourist | 00:54:19 | |
In Episode 42 of Earned, Conor sits down with Robert Zajac, the SVP of Global Brand Marketing & Experience for Hollister, Gilly Hicks, and Social Tourist, with previous experience leading marketing teams at ESPN and Nike. We start the episode by discussing how Robert joined Hollister at the start of the pandemic, and learn how the brand pivoted to digital practically overnight. Robert explains how Hollister’s Gen Z focus lent itself well to the shift, sharing how his obsession with consumer insights helps the brand stay up-to-date with the generation’s rapidly evolving interests. We then switch gears and dive into the power of storytelling, and Robert reveals key techniques for crafting a compelling story from his time at ESPN. Next, we jump into Robert’s career at Nike, and explore the factors contributing to the brand’s longevity, before Robert unpacks the unique challenges and opportunities that come with marketing a celebrity-focused brand. We close the show by hearing about the story behind Social Tourist, the Gen Z brand created with TikTok hall-of-famers Charli and Dixie D’Amelio. | |||
| 16 Jul 2024 | 137 - Chris Harrington, CreatorIQ | 00:27:48 | |
In Ep. 137 of Earned, Conor sits down with Chris Harrington, the newly appointed CEO of CreatorIQ, for an in-depth conversation about his remarkable journey and strategic vision for the influencer marketing industry. Chris opens up about his rigorous evaluation process, CreatorIQ’s growth potential and alignment with his strategic vision. Drawing on personal experiences, including his wife Angie's successful influencer career and his daughter Jessa’s creation of a $15M clothing brand through social media, Chris underscores the critical role of authenticity in creator marketing. He shares valuable insights on personal branding, emphasizing the importance of a unique voice and trustworthy engagement for influencers. We also explore his professional background, including pivotal strategic decisions made during his tenure at Omniture, where real-time analytics and creative competitive strategies were key to success. Chris further delves into the complexities and triumphs of unifying corporate data at Domo, shedding light on the challenges of raising funds and engaging industry giants. Read our Q&A with Chris here! In this episode, you’ll learn:
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| 15 Feb 2022 | 44 - Somer Tejwani, Too Faced | 00:47:50 | |
In Episode 44 of Earned, Conor sits down with Somer Tejwani, VP of Global Marketing at powerhouse beauty brand Too Faced. We start by discussing Somer’s long tenure at Too Faced, and hear how the brand’s great products—and savvy influencer strategy—played major roles in Too Faced’s $1.4B acquisition by Estée Lauder in 2016. We then dive into Too Faced’s influencer marketing playbook, as Somer shares the brand’s authentic approach to influencer collaborations. Switching gears to leadership philosophies, Somer explains why she prioritizes being tuned-in and involved with her team. We also explore Too Faced’s approach to TikTok, and hear how the platform has sparked renewed interest in the brand’s legacy products. Finally, we close the show with Too Faced’s top three influencer marketing strategies, and learn how the brand’s tactics for engaging influencers have evolved over time. | |||
| 12 Apr 2022 | 48 - Daniel Landver, Digital Brand Products | 00:41:19 | |
In Episode 48 of Earned, Conor sits down with Daniel Landver, CEO of influencer-brand incubator Digital Brand Products (DBP). To start the episode, Daniel shares which creator brand launches he’s most excited about, and reveals that DBP’s 50 brands at market are expected to achieve $250 million in retail sales this year. Daniel then breaks down what separates a $50 million brand from a $1 million brand, and provides a closer look into how DBP works with creators on brand operations, licensing, and partnerships. Next, we learn why the growing (yet largely unrecognized) power of the creator economy inspired Daniel to start DBP in 2015 as a division of influencer management company Digital Brand Architects. From there, we discuss how COVID-19 impacted the future of brand-retailer partnerships, and Daniel emphasizes the importance of an omnichannel approach. To close the show, Daniel shares the advice he gives creators who are considering launching their own brands, and reveals whether he thinks we’ve hit a saturation point with creator and celebrity brands. | |||
| 16 Nov 2022 | 62 - Doug Weiss, Instagram (Meta) | 00:40:39 | |
In Ep. 62 of Earned, CreatorIQ’s own Tim Sovay sits down with Meta’s Doug Weiss, head of creator commerce at Instagram. We start the episode by learning how Meta has grown and changed over the years, with Doug unpacking the evolution of creators, shoppable content, and content format on Facebook and Instagram. We learn what attracts creators to Instagram, and Doug emphasizes how the platform allows creators to reach an audience and build a community in a way that was previously impossible. We then discuss Instagram’s pivot to short-form video content in the form of Reels, before hearing why the platform expanded its model from connecting people to people, to connecting people to content. Next, we explore how the pandemic expedited the rise of e-commerce, and how Meta supported brands in growing their online businesses through shoppable content and ads. Finally, Doug tells us why Meta prioritizes its partnership program with other companies—including CreatorIQ—before closing the show with his predictions for the future of the creator economy, and the role Meta will play in it. | |||
| 27 Oct 2020 | 14 - Amanda Baldwin, Supergoop! | 00:52:29 | |
In Episode 14 of Earned, Conor chats with Amanda Baldwin, president of influencer-favorite sunscreen brand Supergoop! We learn how Amanda, who won “most likely to become a Fortune 500 CEO” at Wharton, went from being an investor on Wall Street to falling in love with the beauty world—an industry she admires for being driven by evolution and innovation. Amanda emphasizes the importance of an “always be learning” mindset, and reveals what drew her to working at a smaller brand. We dive into mission-driven organizations and how Supergoop!’s mission to educate people about the importance of SPF is powerfully changing consumer behavior. Conor and Amanda also discuss Supergoop!’s marketing strategies and Amanda divulges why she prioritizes the brand’s internal culture as much as external brand operations. We learn a few of Supergoop!’s leading values, and Amanda shares how she aligns building a 100-year brand with short-term investment horizons. Finally, the pair talk influencer marketing, and Amanda shares how Supergoop!’s team values human-to-human relationship building, while also compensating influencers for their work. | |||
| 14 Dec 2021 | 40 - Aïda Moudachirou-Rébois, MAC Cosmetics | 00:46:09 | |
In our 40th episode of Earned, Conor sits down with Aïda Moudachirou-Rébois, SVP, Global CMO of MAC Cosmetics. We start by discussing the current “makeup rebound,” and Aïda shares why she believes the vertical is picking up steam. We then dive into MAC’s community of 13,000 professional makeup artists, and learn how the brand leverages their field insight to inform product development. Aïda speaks to her personal connection to MAC, and emphasizes how inclusivity has been at the forefront of the brand since its inception. We also hear why Aïda prioritized listening and observation when first joining MAC, and explore the brand’s dedication to innovation and building out its digital framework. Finally, Aïda offers a few takeaways from her impressive career journey, and we close the show by diving into MAC’s focus on earned media and commitment to “harnessing the power of community to transform society.” | |||
| 06 Feb 2024 | 115 - Rea Ann Silva, Beautyblender | 00:32:51 | |
In our 115th episode of Earned, Conor sits down with Rea Ann Silva, Founder and CEO of Beautyblender—the egg-shaped sponge that took the makeup industry by storm. To start, we dive into the creation of Beautyblender, and Rea Ann’s journey along the way. Rea Ann explains that by cultivating her love of dreaming big, she was introduced to new things, people, and experiences that shaped her life into what it is today. Rea Ann’s time in Hollywood production honed her desire to be a makeup artist, and with the assistance of superstars early on in their careers, Rea Ann’s celebrity makeup artist career took off with no end in sight. Rea Ann reveals that the majority of her lessons have been learned through catastrophes—like the one she experienced when trying to recreate airbrushed makeup without the airbrushing machine. We explore how Rea Ann’s fellow celebrity makeup artist, Kelsey Frye, gave her insights into “on set” procedures, which led to the creation of the iconic sponge. Rea Ann explains that even though the Beautyblender is well known and well loved, there were still growing pains as she evolved from being a “creative at her core” to becoming a business owner. While unpacking Rea Ann’s journey to becoming the successful business woman she is today, we learn that managing people was the trickiest part for her to master. Rea Ann explains the double-edged sword that is owning the business all on her own, as well as her thoughts on celebrity-founded beauty brands. Rea Ann emphasizes that in the beginning of the founding journey, every decision matters, and that a lack of passion can be a roadmap to failure. To close the show, Rea Ann speaks about her goal of Beautyblender eventually becoming a heritage business—with someone in her family taking the reins!
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| 19 May 2020 | 4 - Mehdi Mehdi, Rare Beauty | 00:47:54 | |
In Earned Episode 4, Conor interviews Mehdi Mehdi, chief digital officer at Selena Gomez’s highly anticipated beauty line Rare Beauty, and former VP of Digital at NYX Professional Makeup. We learn that Mehdi, who spent most of his childhood in Beirut, attributes much of who he is—and where he is—today to what he learned growing up in Lebanon. After moving back to the States to study political science, Mehdi explains how he eventually found his way into the beauty world, and walks us through the early days of NYX—revealing how he helped turn a small name brand (at the time) into a social media powerhouse and influencer marketing trailblazer. Mehdi talks about the importance of understanding your consumer’s perspective and leveraging your influencer community, and shares his most-used marketing strategies, including a thoughtful approach to building long-term influencer relationships. | |||
| 10 Jan 2023 | 65 - Raissa Gerona, Revolve | 00:50:17 | |
In our first episode of the new year, we sit down with Raissa Gerona, Chief Brand Officer of fashion retailer and influencer marketing powerhouse Revolve. We start by learning how Raissa was a pioneer in the influencer marketing space, leveraging the then-new blogosphere in 2008 to promote her own Lovers and Friends clothing brand. Raissa shares her advice to marketers who question whether influencer marketing is “worth it,” emphasizing that it should be viewed as top-of-funnel marketing (like a billboard), and that marketers shouldn’t try to equate every single influencer post to a sale. We then take a step back to explore Raissa’s unique career journey. Raissa reveals how she was originally on track to become an attorney, but a trip to Italy led her to pursue the entrepreneurial path and start her own clothing brand, which later connected her to Revolve founders Michael Mente & Mike Karanikolas. To close the show, we learn about the successes and challenges involved with scaling Revolve 10x in 10 years to achieve $1B in revenue, before hearing what’s in store for Raissa and Revolve over the next decade. | |||
| 24 Aug 2022 | 57 - Jake Danehy, Fair Harbor | 00:35:33 | |
In Episode 57 of Earned, we sit down with Jake Danehy, co-founder and CEO of sustainable beachwear brand Fair Harbor. To start the episode, we dive into how Jake and his sister/co-founder Caroline conceived the idea for Fair Harbor—named after their hometown on Fire Island—while in college, after learning about how plastic bottles can be converted into yarn. We learn how the brand generated the majority of its early revenue from trunk shows, and how consumer insights from these events inspired Fair Harbor’s anti-chafe, meshless lining for its hero boardshorts (made almost entirely of upcycled plastic). Jake reveals how the clothing brand has seen unexpected advertising success from radio,TV, and even beachfront plane banners, before explaining why it was important for Fair Harbor to become a B Corp. We hear why Jake’s sister Caroline was the perfect co-founder, and Jake shares why he believes the two are the right pair to move the brand closer to their ultimate goal: becoming the next iconic American heritage brand. | |||
| 19 Jul 2023 | 88 - Dulma Altan, TikTok Creator (@iamdulma) | 00:42:27 | |
In Ep. 88 of Earned, Conor sits down with TikTok star and podcast host Dulma Altan (@iamdulma). We start by learning how Dulma went from a career in tech at Google to launching her own clean fragrance business, all before becoming an “accidental creator” during the pandemic, when she began spotlighting noteworthy women-led brands in the DTC space on TikTok. We discuss how TikTok’s unpredictable algorithm leads to variance in content performance, and Dulma emphasizes why creators should prioritize building engaged communities rather than chasing views and virality. We ask Dulma how she cultivated her community, and she shares her tips for creating content that resonates with your target audience, before explaining why creators should test out different content ideas and formats to help prevent burnout. Next, we learn why Dulma has invested more heavily in her Twitter presence, and hear how she uses her social channels to support her podcast growth. We then dive into Dulma’s podcast experience, and she recounts her learnings from her 100 Day Challenge, during which she published 100 podcast episodes in 100 days. To close the show, Dulma reveals which 100 Days Challenge she’d tackle next. In this episode, you will learn:
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| 26 Mar 2024 | 122 - Taylor Frankel, Nudestix | 00:34:48 | |
In Episode 122 of Earned, Conor sits down with Taylor Frankel, Co-Founder and Chief Brand Officer of Nudestix. To start, we dive into the founding story of Nudestix. Back in 2014, at the young age of 17, Taylor launched the brand in collaboration with her mother (Jenny Frankel) and sister (Ally Frankel) back in 2014. With a desire to create a product for those wanting “just enough” to feel more put together, the mother-daughter trio was armed with Jenny’s experience at beauty brand CoverFX. With Nudestix’s EMV surging 99% over the last four months, we learn about the data-driven strategy behind the brand’s growth—and Nudestix has utilized CreatorIQ to achieve this momentum. Next, we explore how Nudestix views relationship-building with creators, and how being community-driven has gotten the brand to where it is today. Taylor speaks to her personal goals as a founder, and how even as a public face of the company, she still finds balance when it comes to sharing her content. By enforcing boundaries, Taylor has built and maintained her own following, sharing some of the day-to-day tasks she performs as a founder and what it takes to build a business. We then learn about how Nudestix formed partnerships with high-profile celebrities such as Hillary Duff and Sophia Ritchie Grange, and how these partners truly immersed themselves in the success of the business. Between the virality of Sophia’s wedding and the collaboration that Hillary inspired, Taylor praises both partners for their investment in the brand from the start. Taylor then lets us in on Nudestix’s entry strategy for the skincare and bodycare categories, which includes making sure that each line has its individualized moment. To close the show, Taylor and Conor chat about their email inbox numbers, and the goal to have it at zero each day—which reminds me…. In this episode, you’ll learn: 1. How embracing viral moments can catalyze long-term brand growth and deeper community engagement.
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| 26 Jul 2023 | 89 - Danessa Myricks, Danessa Myricks Beauty | 00:35:05 | |
In Ep. 89 of Earned, Conor sits down with the legendary Danessa Myricks, founder of the inclusive, “boundary-breaking” beauty brand Danessa Myricks Beauty. We jump in by discussing how Danessa became an “accidental makeup artist,” and broke into the beauty industry by creating educational makeup DVDs. We learn how the success of those DVDs led Danessa to consult for other beauty brands, and even become Director of Product Innovation at Benefit Cosmetics. We then hear why she became more passionate about teaching makeup artists around the world at a time when education around beauty was not easily accessible. Danessa shares how her observations around the lack of representation for marginalized communities in the then-homogenous beauty landscape inspired her to “be the change she wanted to see,” and led her to create her inclusive, eponymous beauty brand. We then discuss how Danessa built her community of over one million fans, and she explains how she cultivates connection through adding value wherever possible. Danessa shares why there is “so much power in our conversations about beauty” in bringing people together around the world. Finally, we discuss Danessa’s ambitions for the future of the brand, and close the show by learning how “showing up consistently” and recognizing organic brand fans has skyrocketed the brand’s success on social. In this episode, you will learn:
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| 09 Jul 2024 | 136 - Noella Gabriel, ELEMIS | 00:30:25 | |
In Ep. 136 of Earned, Conor sits down with Noella Gabriel, co-founder and global president of ELEMIS—the UK-based skincare line with beloved, collagen-powered products that helped the brand achieve an 87% YoY EMV growth. To start, we dive into Noella’s early years which were marked by an intense focus on voice training, and learn how this period of her life instilled a profound understanding of the connection between breath, body, and skin health—a philosophy that would later become a cornerstone of ELEMIS’ ethos. Noella recounts the pivotal moments, including a life-changing call from Linda Steiner, that sparked the birth of ELEMIS, and her enduring passion for essential oils and skin wellness. Next, Noella shares an insider's view of the innovative strategies that propelled ELEMIS to global success. We then discuss the brand’s digital innovation and global expansion, highlighting the strategic merger with L'Occitane. To close the show, Noella shares how she finds balance in everyday life through her love of music and being a mother. In this episode, you'll learn: 1. How Noella’s passion for essential oils and holistic wellness formed the foundation of ELEMIS’ philosophy, emphasizing that today's choices impact tomorrow's skin 2. Why long-term thinking and community-driven development are important in navigating challenges and sustaining brand growth 3. How strategic decisions facilitated ELEMIS’ global expansion
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| 01 Oct 2024 | 146 - Jim Louderback, Inside the Creator Economy | 00:30:41 | |
In Ep. 146 of Earned, Conor Begley sits down with Jim Louderback—editor and CEO of “Inside The Creator Economy” Newsletter. To start, we dive into Jim's remarkable career spanning from management consulting to leading iconic media entities like PCMag, VidCon, and Revision3, and Jim shares invaluable insights for anyone navigating the media landscape. Jim then reveals his secret sauce to maintaining authenticity, creating compelling content, and leveraging AI tools such as ChatGPT to enhance the creative process. Next, we hear Jim’s innovative approach to event planning, emphasizing the importance of the attendee journey and creating lasting impressions. Switching gears, Jim highlights the increasing significance of digital creators and the transformative potential of AI tools like DALL-E and Midjourney. Jim explains how these technologies can democratize content creation, allowing a broader, global audience to share their stories online. We discuss how platforms like CreatorIQ are incredibly helpful for managing and scaling influencer marketing programs and underscore the importance of community and engagement in today's media environment. To close the show, Jim shares his passions outside of writing, which include technology reviews, as well as helping older generations travel as smoothly as they did in their younger years. In this episode, you will learn:
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| 28 Jun 2023 | 86 - Ziad Ahmed, JUV Consulting | 00:53:00 | |
In Ep. 86 of Earned, Conor sits down with 24 year-old wunderkind, public speaker, and entrepreneur Ziad Ahmed, the founder and CEO of Gen Z agency JUV Consulting. We start the episode by learning how Ziad, who was featured in Forbes’ 30 Under 30 at just 19 years old, unintentionally became an entrepreneur while launching JUV Consulting seven years ago, before hearing his aspirations for the next decade. We dive into the story behind JUV, and Ziad explains that he started the company because he was tired of people talking about Gen Z but not to Gen Z, and how JUV’s mission is to give diverse young people a seat at the table. We then hear the challenges of being taken seriously as a young entrepreneur, and how the company has more than proved itself through its impressive campaign results and word-of-mouth praise. Next, we get Ziad’s thoughts on Gen Alpha, and why he’s sensitive to not speak for them, but is looking forward to welcoming members of the younger generation to his team in order to serve that demographic. Conor and Ziad share their experiences scaling up younger companies, and Ziad emphasizes the importance of “emotional labor.” To close the show, we explore the pandemic’s impact on different generations, particularly Gen Z, and Ziad shares his best advice for effective public speaking. Resources: Connect with the Guest(s): Connect with Conor Begley & CreatorIQ:
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| 09 May 2023 | 79 - Adam Ross, Awin | 00:38:49 | |
In Ep. 79 of Earned, we sit down with Adam Ross, CEO of leading affiliate marketing platform Awin. To start, Adam explains what affiliate marketing is, and how Awin helps connect companies to affiliate partners with engaged consumer audiences. We discuss why affiliate marketing is relevant to any industry, and Adam reveals how Awin is working to unite the influencer and affiliate marketing industries for a more seamless experience. We hear how Awin competes with social platforms’ native affiliate marketing programs, as well as giants like Amazon and Shopify, by providing superb opportunities and customer service to their affiliate partners. Next, we switch gears and talk through the growing pains involved in building a company with over a thousand employees, and hear how Awin successfully brought several acquisitions into the fold. We discuss the challenge of balancing company growth with profitability, before Adam shares his experience transitioning from COO to CEO. To close the show, we learn how Awin has cultivated such a positive company culture, and why Adam supports a four-day work week. In this episode, you will learn:
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| 12 Sep 2024 | 143 - Monica Khan, Creator & Community Executive | 00:32:36 | |
In Ep. 143 of Earned, Conor Begley sits down with Monica Khan—former Executive Vice President of Creator Experience at Spotter, whose mission is to empower YouTube creators to accelerate their business and achieve creative freedom with transformative capital, innovative AI productivity software, expert knowledge, and a supportive community.To start, Monica takes us through her fascinating journey from the financial corridors of Wall Street to becoming a pivotal force in the digital media landscape, particularly at renowned companies like IGN Entertainment, YouTube, Facebook, and Spotter. Monica shares insights on how branded content partnerships can elevate creators' careers beyond traditional AdSense earnings. We hear about the monetization strategies across YouTube and Meta, and learn how each platform supports creators' revenue streams differently. Monica shares her expert views on the transition from transactional to relationship-based interactions, the crucial role of data and AI in content creation, and the emergence of new companies tackling the industry's evolving challenges. To close the show, we explore the rise of creator-led brands, using success stories like MrBeast and Preston Arsement to illustrate how creators are expanding their businesses while staying true to their creative roots. In this episode, you’ll learn: 1. How Monica Khan's transition from Wall Street to YouTube illustrates the evolution of the creator economy.
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| 30 Jan 2024 | 114 - Ahmet Mercan, AlphaTauri (Red Bull) | 00:27:17 | |
In Ep. 114 of Earned, Conor sits down with Ahmet Mercan, the CEO of Red Bull’s premium fashion line AlphaTauri. First, we dive into why the beverage brand decided to foray into fashion, and hear how innovation is the throughline across the Red Bull family of brands. Ahmet details his experience building the AlphaTauri brand from the ground up, and shares why he believes the brand has been successful amid a challenging market. Ahmet explains why, despite AlphaTauri’s impressive accomplishments over the last few years, he never lets his team get complacent, and constantly encourages them to push the boundaries of innovation. We then switch gears to the world of F1 racing, and discuss how AlphaTauri’s involvement in F1 helped fast-track the brand’s growth, as well as how AlphaTauri overcame the challenge of being known as a racing brand rather than a fashion brand by hosting memorable brand activations. Next, explore the differences of marketing a luxury brand, before learning how technology plays a major role in AlphaTauri’s product development. To close the show, Ahmet shares the challenges and opportunities that have come with expanding the European brand’s footprint into the U.S. market. In this episode, you will learn:
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| 26 Apr 2022 | 49 - Shai Eisenman, Bubble | 00:58:32 | |
In Episode 49 of Earned, Conor sits down with Shai Eisenman, founder and CEO of the affordable, Gen Z-tailored skincare brand Bubble. We start by discussing the challenges of launching and scaling a business during the pandemic, and hear why Shai was inspired to disrupt the outdated mass skincare market and create a brand catering to today’s teens. Shai then explains how every decision the brand makes is rooted in research, and how Bubble invited over 10,000 teens and Gen Zers to provide insight and feedback about their product and shopping preferences. We explore how the brand’s mission to educate Gen Z consumers—without pushing products—inspired the creation of Bubble’s “Skin School,” and helped foster more genuine connection among its community. We then take a step back to discuss Shai’s background, learning why she decided to attend university at 15 and graduate at 18, and how playing chess professionally was a hugely formative experience that contributed to her business savvy. Next, Shai reveals how she learned that every assumption she had about Gen Z was wrong, and why it became her top priority to listen to these young consumers and understand their unique needs in order to create the best possible brand for them. To close the show, we hear why Bubble entered a retail partnership with Walmart while still nurturing its community through DTC. | |||
| 12 Dec 2023 | What Does Good Creator Marketing Look Like? | CreatorIQ Connect | 00:21:53 | |
It's clear that creators have become an integral component in successful marketing strategies. But what does good creator marketing really look like? Who's doing it well? And how do you measure success? For today's episode of Earned, we're sharing one of the most popular sessions from our blowout CreatorIQ Connect event in October titled "What Does Good Creator Marketing Look Like?", hosted by Conor Begley himself. Conor shares why it's important to foster growing creator communities, invest early in creators' careers, and prioritize long-term relationships to see long-term gains. He also dives into the impressive performance of successful brands including Fashion Nova, SKIMS, MLB, Celsius, Rare Beauty, and Amazon, and reveals how your brand can see similar results with the right strategies and support. Resources:
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| 19 Oct 2022 | 60 - Craig Brommers, American Eagle Outfitters | 00:47:00 | |
For our 60th episode of Earned, we’re bringing you a titan of the retail industry: Craig Brommers. Craig is currently the CMO of Gen Z-favorite apparel brand American Eagle Outfitters, but his previous work experience spans across iconic brands like Calvin Klein, Gap, Abercrombie & Fitch, and Speedo. We start the interview by learning how American Eagle has navigated shifting momentum around legacy social platforms following the rise of TikTok. Craig also shares why the brand is investing in another Gen Z-favorite platform: Snapchat. We then hear Craig’s take on augmented reality, and why he thinks it will become a key way to provide unique retail experiences. Next, we ask Craig what qualities he’s consistently observed about iconic brands that help them stand the test of time, before switching gears to the future of retail in today’s digital world. We then dive back into TikTok, and Craig emphasizes that brands looking to make a splash on the creator-led platform need a “creator-first” approach. To close the show, Craig gives sage advice to those looking to grow their career. | |||
| 13 Mar 2024 | 120 - Alex Rawitz, CreatorIQ | 00:44:12 | |
For Ep. 120 of Earned, we decided to spice things up. Conor sits down with Alex Rawitz, CreatorIQ’s own Director of Research & Insights, and author of the renowned newsletter, “How to Build Brands and Influence People.” Conor puts Alex in the hot seat by tackling the famed Hot Ones challenge, wherein they both eat progressively spicier chicken wings throughout the interview. To start the show, we dive into Alex’s background, and learn why the New York native turned Stanford graduate decided to join a little-known influencer marketing tech company called Tribe Dynamics back in 2016. The pair reminisce about what it was like to be in the center of a then-nascent industry, and how it’s since turned into a thriving creator economy. We take a step back and explore Alex’s passion for reading, and learn more about how he uses writing as a way of processing the world around him. Next, we talk HBBIP: what it is, why it started, and why it’s been so successful since its launch. Alex berates Conor for not finishing his chicken wings, then shares the tried-and-true strategies and patterns he’s observed among successful brands over his last eight years researching the industry. We hear about the latest brands that are doing influencer marketing right—from Raising Cane’s to Balenciaga—before unpacking the evolution of the influencer marketing space since Alex first joined in 2016. To close the show, Alex shares his predictions for the future of the creator economy, then tries the hottest wing in the lineup—The Last Dab—as he unveils a special announcement. In this episode, you will learn:
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| 07 May 2024 | 128 - Deepica Mutyala, Live Tinted | 00:35:09 | |
In Ep. 128 of Earned, Conor sits down with Deepica Mutyala, founder and CEO of inclusive beauty brand Live Tinted. To start, we dive into how Deepica harnessed her online influence to establish the beauty empire that is Live Tinted. Deepica shares why she created the viral Hue Stick, a product that has won three Allure Best of Beauty Awards since launch, and has helped fill a void in the beauty industry for underrepresented audiences. We then hear about the early days of the influencer landscape, and Deepica reveals the shift from big-name collaborations to partnerships built around genuine affinity. We discuss Deepica’s content creation journey, from being on the Today Show as a beauty expert, to founding her own brand. Deepica recounts pitching Live Tinted to industry titans like Sephora and Ulta, and emphasizes the importance of aligning with partners that share your vision. To close the show, Deepica discusses her quest for fulfillment beyond financial success, and shares how she is still searching for the balance between business achievements and personal life. In this episode, you will learn:
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| 29 Nov 2022 | 63 - Zeena Koda, 2K | 00:53:00 | |
In today’s episode of Earned, we’re joined by our first gaming industry guest: Zeena Koda, head of global digital community marketing at gaming powerhouse 2K. With previous experience at renowned companies like Sirius XM Radio, Capitol Records, Atlantic Records, and The North Face, Zeena’s expertise spans far beyond the gaming industry. We learn how this broad career experience has influenced Zeena’s approach to her current role at 2K, and how she familiarizes herself with different online and offline cultures. We then dive into Zeena’s time in the music industry, before unpacking the large-scale impact that TikTok has had on the space. Zeena also discusses the intersection of music and gaming, and shares what attracted her to gaming. Next, we hear which social platforms are most influential in gaming right now, and how 2K chooses which influencers to partner with. To close the show, we learn more about 2K’s NextMakers community, and how Zeena balances her multitude of interests. | |||
| 28 Apr 2020 | 3 - Evelyn Wang, Milani | 00:49:00 | |
In episode 3 of Earned, by Tribe Dynamics, Conor sits down with Evelyn Wang, CMO of cult-favorite masstige cosmetics brand Milani. We dive into Evelyn’s unexpected path to the beauty industry, beginning with a degree in Psychoanalytic Thought from a Toronto university, to a business degree at USC (with her sights set on the entertainment industry), before an internship at L'Oréal Paris eventually led her to senior leadership positions at major beauty corporations like Estée Lauder and Johnson & Johnson. Evelyn unpacks the transition from working at these large, publicly traded companies, to leading the marketing departments of smaller, independent brands like Wet n Wild, and, since 2018, Milani. We find out her core marketing philosophies, including the importance of a compelling brand story and the necessity of details, plus her thoughts on the influencer marketing space and Milani’s personalized approach to working with content creators. | |||
| 16 Sep 2020 | 12 - Riccardo Pozzoli, Investor & Advisor | 01:20:11 | |
In Episode 12 of Earned, Conor sits down with Riccardo Pozzoli, esteemed entrepreneur, investor, and influencer himself, as well as co-founder of the mega-popular fashion blog The Blonde Salad. We learn why Riccardo decided to create The Blonde Salad with Chiara Ferragni at a time before the blogosphere and social media—and of course, influencers—were in style. We hear how the pair grew the site into the powerhouse platform and their learnings from the experience, and Riccardo shares why he eventually left the company in 2017 to pursue his own entrepreneurial endeavors. Riccardo dives into his business philosophies and why he favors the “long-term” strategy, and also divulges his approach to working with brands as an influencer himself. Riccardo then lends advice to brands on how to maximize their influencer strategy, and reveals the key characteristics he looks for in leaders when deciding whether to invest in a company. | |||
| 21 Nov 2023 | 105 - Dan Elton, ASOS | 00:32:26 | |
In Ep. 105 of Earned, we sit down with Dan Elton, Senior Director of Customer and Marketing at trendy, fashion-forward online boutique, ASOS. To start, we dive into Dan’s thought process behind “starting at the ground floor” by focusing on stabilizing the brand, rebuilding the balance sheet, and refreshing the leadership team. We learn about ASOS’ goal to be in a position of growth, as well as its unique perspective on styling, which sets the brand apart from fellow industry leaders. Unpacking Dan’s experience in vastly different industries and companies, from Deloitte to Google, we hear what lessons he took from each stop on his journey, and how they shaped him into the executive he is today. Emphasizing his tenure working at Tesco and Sainsbury’s, Dan reveals how the grocery industry’s prioritization of quick execution drew him in, but the quality of leadership he was learning from kept him there. Dan underscores the importance of building internal muscle for branded content, and how a focus on selling a vision is vital. Additionally, Dan shares what he took away from his time working with MADE, an online furniture retailer that revolutionized the way London residents furnish their homes. To close the show, we switch gears and hear about Dan’s post-pandemic and self-proclaimed cliché hobby. In this episode, you will learn:
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| 14 Nov 2023 | 104 - Carolyn Dawkins, David Yurman | 00:25:18 | |
In Ep. 104 of Earned, we sit down with Carolyn Dawkins, CMO of luxury jewelry company David Yurman. We start the episode by diving into Carolyn’s career trajectory and unpacking her learnings from “finishing school” brands like P&G, L'Oréal, Google, and The Estée Lauder Companies. We explore how Carolyn uses data and analytics to understand consumer behavior and build better pattern recognition, and Carolyn discusses her approach to executing fewer, higher impact brand campaigns (like David Yurman’s Sculpted Cable campaign with Sofia Richie Grainge). Carolyn reveals her mission to balance “heritage and heresy” at David Yurman—honoring the brand’s legacy while also surprising and delighting the modern consumer on platforms like TikTok. Next, Carolyn shares her process for getting to the core essence of a brand, and explains how the key elements of David Yurman are its creativity, innovation, commitment to craft, and family-run roots. To close the show, we discuss David Yurman’s approach to working with creators, before Carolyn shares her advice to others looking to achieve a similar career path. In this episode, you will learn: 1. How David Yurman successfully intertwines heritage with heresy to create a compelling brand experience for their modern consumer 2. How Carolyn uses data and analytics to understand consumer behavior and build better pattern recognition 3. David Yurman's approach to working with creators to bring luxury into the real world Resources:
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| 30 Aug 2023 | 94 - Eurie Kim, Forerunner Ventures | 00:53:45 | |
In Ep. 94 of Earned, we sit down with Eurie Kim, managing partner at Forerunner Ventures, the wildly successful early-stage venture capital firm that has helped skyrocket consumer-favorite brands like Glossier, Dollar Shave Club, Outdoor Voices, and more. We start the episode by looking back on the past few years in the venture capital market, and Conor asks Eurie whether Forerunner has reconsidered its brands’ exit paths. Eurie then shares how she and the Forerunner team continue to be involved with their portfolio brands after an initial investment, and how Forerunner leverages learnings from each investment to guide its approach with younger brands. Next, we learn what kind of companies Forerunner wants to focus its investments on over the next decade, and Eurie explains why the firm proactively anticipates consumers’ future behaviors and priorities to guide its investment strategy. Switching gears, Conor and Eurie discuss the shift back toward in-person retail, and how DTC-native brands can successfully adapt to that environment, before Eurie shares her thoughts on how the rise of AI will impact the market. To close the show, Eurie unpacks the key business philosophies she believes contributed to Forerunner's massive (25x) success since its launch, before revealing the hard lessons she’s learned along the way. Resources: Connect with the Guest: Connect with Conor Begley & CreatorIQ:
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| 21 Jun 2023 | 85 - Alicia Yoon, Peach & Lily | 00:43:45 | |
In our 85th episode of Earned, we’re joined by Alicia Yoon, founder and CEO of fast-growing Korean skincare brand Peach & Lily. With her second child on the way, Alicia shares her approach to balancing entrepreneurship and motherhood, emphasizing the importance of prioritization. We then dive into Peach & Lily’s origin story, and Alicia reveals why she was inspired to pivot her career away from the corporate world—with previous experience at Boston Consulting Group and Goldman Sachs—and focus on her passion: bringing Korean skincare products and practices to the U.S. We learn why Peach & Lily, which started as a K-beauty retailer, decided to launch its own line of skin products in 2018, as well as how its second brand, Peach Slices, complements without cannibalizing. Next, we discuss what it's like to work with your spouse, while Alicia explains why 2020 was the right time to raise funding and bring Sandbridge Capital aboard as a partner to the brand. We then explore Peach & Lily’s rapid climb up the EMV rankings, and Alicia breaks down Peach Slices’ successful Spot Dot campaign to illustrate how influencer marketing fits into the brand’s broader marketing strategies, and how creators are the key to driving sustained growth. In this episode, you will learn:
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| 18 May 2021 | 27 - Josie Maran, Josie Maran | 00:57:14 | |
In Ep. 27 of Earned, Conor talks to former supermodel and clean beauty pioneer Josie Maran. We unpack why Josie decided to expand her eponymous brand’s distribution by launching in Ulta, and learn about the 14-year-old company’s upcoming rebrand. Josie reveals why she set out to “help the beauty industry become healthier to the planet and to the people,” discussing the early challenges that came with launching her own brand. We then take a step back as Josie recounts her modeling career, which began at age 12, and describes how she “manifested” becoming a Maybelline model, before chronicling her transition from model to businesswoman. Next, we chat about Josie Maran’s successful partnership with QVC, hearing how Josie built a passionate community of “Arganauts” and started a “rev-oil-ution” by telling the story of the brand’s hero Argan Oil. Finally, we explore how Josie Maran pivoted its strategies during the pandemic, and where Josie is setting her sights moving forward: social media. | |||
| 20 Apr 2021 | 25 - Melanie Bender, Versed | 00:50:26 | |
In our 25th episode of Earned, Conor sits down with Melanie Bender, president of Versed, the “cleanest drugstore skincare brand out there” and one of the fastest-growing, too. We hear about Melanie’s non-linear path to the beauty world—from earning a degree in aerospace engineering, to sustainability consulting, to co-founding her own marketing agency—before diving into how she became the founding GM of Versed in 2018. We learn about Versed’s wild success since its launch, and Melanie shares how the brand’s community-first approach, along with its commitment to transparency and accountability, resonates with consumers and helps foster connections that are otherwise missing in drugstore skincare. Conor asks about the challenges that come with hypergrowth, and Melanie emphasizes the importance of growing “in the right way”—with purpose and longevity in mind. We then switch gears to marketing, as Melanie explains why Versed prioritizes its DTC channel despite its significant retail footprint, and reveals a few of the brand’s innovative marketing strategies. Finally, we explore Versed’s organic approach to influencer marketing, and the rise of its affiliate program. | |||
| 23 May 2023 | 81 - Dr. Jason Wersland, Therabody | 00:39:02 | |
In Ep. 81 of Earned, Conor chats with Dr. Jason Wersland, founder and Chief Wellness Officer of tech wellness brand Therabody. We start by unpacking Jason’s background, and hear how he transitioned from construction worker to chiropractor. Next, Jason shares how his painful recovery from a motorcycle accident inspired the invention of the cult-favorite Theragun, the hand-held, percussive massage therapy device beloved by athletes and regular folks alike. We learn how the Theragun struggled at first to gain traction among fellow chiropractors and physical therapists, until the “Kyrie moment” from the 2016 NBA finals skyrocketed the product’s sales overnight, cementing Theragun as a mainstay in the professional sporting world and beyond. We then take a step back, and Jason tells us the interesting story of how he first met Ben Nazarian, Therabody’s co-founder and former CEO, before explaining why the Theragun is “not just for athletes,” having earned endorsements (and investments) from celebrities like Karlie Kloss and Kevin Hart. To close the show, Jason emphasizes how fostering relationships built on trust and support has inspired word-of-mouth hype, “the best kind of advertising we have,” and reveals the core principles that guide his business and way of life. In this episode, you will learn:
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| 24 Sep 2024 | 145 - Vandana Tandon, L'Occitane Group | 00:37:45 | |
In Ep. 145 of Earned, Conor Begley sits down with Vandana Tandon—Chief Brand Marketing Officer of global retail conglomerate L'Occitane Group. To start, Vandana pulls back the curtain on L'Occitane's social transformation—from having a minimal social media presence to becoming a power player in the beauty industry. We dive into L'Occitane's strategic adoption of Instagram and TikTok, and hear how fostering relationships with influencers and content creators has helped the company build word-of-mouth and authentically resonate with new generations of consumers. Next, Vandana discusses how large-scale marketing events and the synergy between organic social and paid ads have significantly boosted product interest and ad performance. She also emphasizes the importance of cultivating a cohesive team culture built on respect and understanding, and shares her strategies for managing teams across the globe. To close the show, Vandana reflects on her personal career journey, and highlights the importance of patience, continuous learning, and building a complementary leadership team. In this episode you will learn:
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| 28 May 2024 | 130 - Peter Thomas Roth, PTR | 00:23:46 | |
In Ep. 130 of Earned, Conor sits down with Peter Thomas Roth—founder and CEO of his beloved, namesake skincare brand, Peter Thomas Roth. To start, we dive into how Peter’s problem-solving formulas for acne and anti-aging have propelled his products to top-shelf status. Peter then walks us through his brand's evolution and shares how he leverages social media to fuel growth. Next, Peter pulls back the curtain and reveals how he manages production costs and inventory, as well as why he chooses to remain an independent company. To close the show, we discuss the challenges of navigating the retail landscape, and Peter shares his strategies for marrying the art of skincare with the science of business. In this episode, you’ll learn:
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| 17 Sep 2024 | 144 - RJ Larese, Paramount+ | 00:42:48 | |
In Ep. 144 of Earned, Conor Begley sits down with RJ Larese—VP of Talent & Influencer Marketing at entertainment powerhouse, Paramount, overseeing strategy for Paramount+, Nickelodeon, and Awesomeness. With over 14k followers on LinkedIn, RJ is also a thought leader in the creator economy. To start, RJ reveals his tried-and-true strategies for integrating creators into the brand ecosystem, redefining how traditional media competes with social media and gaming platforms for the attention of Gen Z and Gen Alpha. RJ explains how creators have become the heartbeat of modern media, from voicing animated characters to creating bespoke experiences at the Kids' Choice Awards. Next, we dive into RJ’s career journey, from getting his start in reality TV casting to climbing up to corporate leadership. RJ emphasizes the importance of a positive workplace culture and balancing hard work with leisure. To close the show, RJ shares his most transformative life lessons, including how his near-death experience reinforced the importance of a harmonious work-life balance. In this episode, you will learn: Resources:
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| 12 Jan 2021 | 18 - Kevin Gould, Insert Name Here, Glamnetic, Wakeheart | 00:58:23 | |
New year, new Earned! In our first episode of 2021, Conor sits down with entrepreneur and brand builder Kevin Gould, founder of talent management firm and digital consulting agency Kombo Ventures, as well as the co-founder of three digitally native powerhouse brands that pulled in a combined $75 million in revenue last year: Insert Name Here, Glamnetic, and Wakeheart. First, we learn about Kevin’s background at talent agency WME (William Morris Endeavor), before hearing why he decided to start Kombo Ventures in 2012. Kevin then reveals how and why he began building consumer brands of his own. We learn how Kevin, who currently heads four different companies, stays focused, and he shares key strategies for building and scaling digital-first brands profitably. Conor and Kevin also discuss the importance of community building, and we learn Kevin’s philosophy on working with creators, and common mistakes he sees brands make in the influencer space. To close the show, Kevin describes the pivots his teams have made in response to COVID-19, and discusses how he is already planning for a future of live commerce. | |||
| 23 Jun 2020 | 6 - Divya Gugnani, Wander Beauty | 01:05:49 | |
In our sixth Earned episode and second virtual interview, Conor chats with Divya Gugnani, co-founder and CEO of Wander Beauty, a digitally native beauty brand launched in 2015. Divya earned a B.S. at Cornell and an M.B.A. at Harvard, but claims her “hardest degree” was from the French Culinary Institute—though these reflect just a few of the serial entrepreneur’s many impressive endeavors. We dive into Divya’s “accidental” journey to entrepreneurship and the valuable lessons she’s learned along the way, before hearing how a chance encounter with Lindsay Ellingson (Wander Beauty’s co-founder and creative director) at a party led to the brand’s conception. Divya reveals how COVID-19 has forced a shake-up in the Wander Beauty’s “on-the-go” messaging and marketing strategies, and emphasizes the importance of listening to your community in difficult times. And of course, we also get to hear Wander Beauty’s approach to building long-lasting influencer relationships. | |||
| 02 Jul 2024 | 135 - Julie Haleluk, Amazon Shopping Videos | 00:29:50 | |
Recorded live from the Cannes Lions International Festival of Creativity, this week’s guest host Chris Curtis, Global Head of Strategic Accounts at CreatorIQ, sits down with Julie Haleluk, Global Head of Growth for Amazon Shopping Videos. To start, we dive into the transformative world of shoppable video content and its impact on digital marketing. Julie shares her professional journey from agency work to influential roles at DirectTV and AT&T, which eventually led her to Amazon. Next, Julie offers insight into how her diverse career background fuels her innovative approach to content development, marketing, and product management. We then discuss how Amazon has been a pioneer in shoppable video, with the rapid growth of Amazon Live, the introduction of the Amazon Live Fast channel, and its revolutionary Shop the Show technology. We explore the critical role of measurement in this evolving field, and unpack compelling case studies that highlight the potential for future growth within the Amazon ecosystem. To close the show, Julie shares her passion for future planning and being on the cutting edge of what's coming next. In this episode, you’ll learn: 1. How empathy fosters effective collaboration and innovation in digital marketing.
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| 20 Sep 2021 | 34 - Igor Vaks, CreatorIQ | 00:34:45 | |
In today’s very special episode, Conor sits down with Igor Vaks, founder and CEO of influencer marketing platform CreatorIQ, to share some exciting news. We’re thrilled to announce the new global combination of CreatorIQ and Tribe Dynamics, bringing together the best in the business in influencer marketing, performance management, advanced analytics and benchmarking solutions, and creating the definitive platform leader for the creator economy. Listen to the episode to learn how this powerhouse partnership came to be, and where we’re heading next—together. | |||
| 03 Aug 2021 | 31 - Amy Martin, P.volve | 00:39:50 | |
In Episode 31 of Earned, Conor sits down with Amy Martin, head of marketing at the fast-growing functional fitness company P.volve. We start the episode by unpacking P.volve’s growth, and hear how the omnichannel brand was well-positioned to weather the COVID-19 pandemic with its at-home training equipment and virtual classes. We dive into P.volve’s functional movement methodology and “no injury” promise, and learn how the brand addresses a “massive gap” in the fitness market by accommodating people dealing with pain and prior injuries. Amy then walks us through her impressive career path—from PR and advertising agencies, to a billion-dollar pharmaceutical company, to non-profit organizations, to VC and startups—before eventually joining the P.volve team as the head of marketing in 2018. She outlines P.volve’s ambitious launch plan, and shares how the brand’s co-founder Rachel Katzman changed her “entire perception on fitness.” We end the show by discussing P.volve’s influencer marketing philosophies, including why the brand only works with influencers who believe in its functional movement methodology. | |||
| 14 Jun 2022 | 52 - Thomas Rankin, Dash Hudson | 00:49:47 | |
In Ep. 52 of Earned, Conor sits down with fellow B2B social media marketing software leader Thomas Rankin, co-founder and CEO of Dash Hudson. To start the episode, Thomas explains how Dash Hudson puts creative at the center of everything they do, as well as how the brand helps its clients understand which creative will perform well and deepen consumer relationships. Thomas reveals that Dash Hudson was originally created to be a consumer shopping app, then shares why the company ultimately pivoted its focus, along with the key learnings that contributed to its success today. We learn how Thomas determined Dash Hudson’s ICP, and hear how he “hustled” to cut through the noise and acquire the company’s first set of customers. Switching gears, Thomas details the winning creative strategies that today’s top brands are using to produce impactful owned media across their channels. To close the show, we talk about TikTok, and Thomas previews the innovative features that Dash Hudson is rolling out to help brands optimize their performance on the platform. | |||
| 19 Sep 2023 | 97 - Jesse Draper, Halogen Ventures | 00:37:38 | |
In Ep. 97 of Earned, Conor sits down with Jesse Draper: actor, fourth-generation venture capitalist, and founding partner of early-stage, female-focused VC firm Halogen Ventures. To start the show, we learn why Jesse pursued Hollywood stardom, with notable acting credits including Nickelodeon’s hit TV show “The Naked Brothers Band,” before jumping into the investing business. Jesse shares the inspiration behind her Emmy-nominated tech talk show “The Valley Girl Show,” and how her success empowered her to effect change in the male-dominated tech industry by finding—and funding—successful female-founded businesses. We dive into Jesse’s now-viral (and bad-ass) 2020 Medium article, “Investing In Women Isn’t A Fucking Charity,” and she unpacks the data around why female investors and entrepreneurs tend to outperform their male counterparts. Next, we hear Jesse’s investment philosophies, and the characteristics she looks for in her founders, before getting her take on the creator economy—how she and her portfolio participate in it, and where she sees it going next. To wrap the episode, Jesse reveals the investments she’s most excited about, and the businesses we should look out for. In this episode, you will learn:
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| 14 Jun 2023 | 84 - James Nord, Fohr | 00:37:35 | |
In Ep. 84 of Earned, we chat with James Nord, former Tumblr star, podcast host, and founder and CEO of ambassador marketing company Fohr. We start by learning the origin story behind Fohr’s most well-known program, developed in partnership with Sephora: the Sephora Squad. James explains why the program was built on creators’ genuine passion for beauty over follower size, and shares the company’s motto: “don’t spend good money on fake love.” Next, we dive into the evolution of the influencer marketing industry over the last decade, and James reveals why he believes that creator content will be the future of brand communications. Conor and James discuss the thrill of pioneering a new industry, before talking about their leadership philosophies during times of growth and uncertainty. We then pivot to discuss James’ past as a successful Tumblr influencer, and hear how the challenge of connecting with brands inspired the concept behind Fohr. In this episode, you will learn:
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| 05 Mar 2024 | 119 - Kyle Leahy, Glossier | 00:36:21 | |
In Ep. 119 of Earned, Conor sits down with Kyle Leahy, CEO of Glossier—the skin first, makeup second, multi-generational brand that generated nearly $300M in retail sales last year. To start, we dive into Kyle’s philosophy to “work hard and be nice to people,” which has guided her through not only her professional career, but her personal life as well. With Glossier's impressive revenue in 2023, we learn about the strategy behind the rapid growth that has led to the brand’s massive comeback success. Next, we explore how Kyle works with Emily Weiss (Glossier’s founder) to propel the company forward, chasing their 100-year trajectory of becoming a “generation-defining” brand. Kyle speaks to Glossier’s entirely female executive team, and how proud she is to work with such accomplished and driven women with notable experiences at companies such as Conde Nast, L’Oreal, Stripe, Snapped, and Chanel. We discuss what makes Glossier uniquely Glossier, and Kyle shares that the idea of continuity for the brand is what excites her the most. By keeping strategy at the forefront of everything they do, Kyle describes the brand’s employees as a “mosaic of talent” who are empowered to “run in the same direction, to the same north star.” We learn about how Glossier has worked to genuinely meet their community where they’re at, generating immense success with creators. Between growing up on Instagram, their 2.7 billion mentions of “#glossier,” and viral moments on TikTok, Kyle walks us through how Glossier built the muscle to react and respond, organically. Kyle then lets us in on Glossier’s intentions behind the brand’s recent entrance to beauty retail giant Sephora. To close the show, Kyle shares how, as a mom, unique experiences fill her cup while she works to build a world that her little ones will enjoy. In this episode, you will learn:
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| 19 Nov 2024 | 151 - Shane Heath, MUD\WTR | 00:32:14 | |
In Ep. 151 of Earned, Conor Begley sits down with Shane Heath, Co-Founder & CEO of MUD/WTR—a powerful coffee alternative rooted in wellness. Tackling the cultural norms around caffeine consumption, MUD/WTR has transformed the lives of many with their unique blend of functional mushrooms, cacao, and chai. To start, Shane dives into his career path, beginning as a tech designer and then pivoting to being a brand founder on a quest to redefine wellness on an unconventional path. Shane delves into his story of lifestyle experimentation and business innovation, highlighting how MUD/WTR stands out with its bold branding and human-centered marketing approach. We learn about the brand's mission to challenge societal norms, its strategic expansion into retail, and how authentic collaborations with influencers who resonate with its holistic philosophy are truly beneficial. Switching gears, Shane explains how he envisions MUD/WTR as more than just a product—but a movement aimed at addressing broader societal challenges like caffeine dependency and mental health. To close the show, Shane gives his “hall of fame” book recommendations for the readers out there. In this episode, you’ll learn:
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| 30 Jun 2021 | A Message from Conor | 00:03:29 | |
As the Earned podcast takes a summer break (we'll be back on July 21st!), Conor reflects back on the learnings and milestones from the last 29 episodes. | |||
| 24 Jul 2024 | 138 - David Jones, The Brandtech Group, and Heather Kehrberg, Amazon | 00:33:55 | |
In this week’s special double episode of Earned, we hear from both David Jones, founder and CEO of the Brandtech Group, and Heather Kehrberg, Director of Amazon Ads Creative Studios. To start, David Jones discusses the transformative impact of generative AI on the marketing and advertising industries. From founding the BrandTech Group in 2015 to achieving monumental growth, David shares how strategic investments, including in AI, drove the company's success. We unpack David’s experience pioneering AI chatbots, digital twins, and acquiring generative AI platform Pencil. We then dive into the shift from traditional advertising to AI-driven content creation, offering insights and career advice for aspiring professionals in a rapidly evolving landscape. We then pivot to our own Chris Curtis’ conversation with Amazon's Heather Kehrberg, which explores the power of creator marketing and brand storytelling. Heather reveals the strategic integration of video content and creator partnerships into Amazon's ad campaigns, and emphasizes the importance of authenticity to drive success. We close the show by unpacking CreatorIQ’s robust relationship with Amazon, and offer a forward-looking perspective on the evolving landscape of advertising and community building. In David's episode you will learn: In Heather's episode you will learn: Resources:
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| 05 Dec 2023 | 107 - Stephanie Fried, Fandom | 00:47:41 | |
In Ep. 107 of Earned, we sit down with Stephanie Fried, CMO of the world’s largest fan wiki platform, Fandom. To start, we dive into Stephanie’s personal favorite fandoms and hear about the content that’s shaped who she is. We learn about Fandom’s mission and vision, and discover what makes it the world’s best resource for fans. Next, Stephanie shares what went into Fandom’s branding process, and explains Fandom’s goal of being the fan’s first choice for community and experience. Switching gears, we unpack how Fandom uses a multitude of social media platforms to maximize the value consumers are receiving. Stephanie emphasizes the importance her team places on creating new features and functionality that can “bring life” to new fans. Additionally, we explore how Fandom celebrates the idea of fan identity via in-person events that create meaningful connections for individual fandoms. Stephanie also reveals how Fandom works with entertainment companies on both data and content to meet users where they’re at. To close the show, Stephanie leaves us with some insightful advice on how to engage and retain audiences in cost-effective ways. In this episode, you will learn:
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| 15 Jun 2021 | 29 - Chandra Coleman Harris, Revlon | 00:55:06 | |
In Episode 29 of Earned, Conor sits down with Chandra Coleman Harris, General Manager of beauty giant Revlon. We dive into Revlon’s digital transformation during the pandemic, and learn how the brand leveraged lighthearted “edutainment” content, along with its #ButItHelps campaign, to stay connected with audiences. We also explore how Revlon amped up product categories like nails and hair color as consumers turned to at-home self-care. Chandra discusses the advantages and challenges of existing in multiple product categories, before sharing the tools Revlon uses to observe and anticipate shifts in consumer behavior. We then chat through Chandra’s own career journey, and she and Conor dissect the “night and day” differences between digital marketing back in 2008 and today. Finally, we hear how Chandra’s marketing approach changed following the birth of her daughters, including why she feels a greater responsibility to “shape and mold what beauty stands for and how beauty is brought to life.” | |||
| 21 May 2024 | 129 - Brad Schultz, Beatbox | 00:27:38 | |
In Ep. 129 of Earned, Conor sits down with Brad Schultz, co-founder and CMO of BeatBox. To start, we dive into how Brad and his high school buddy Justin Fenchel (fellow co-founder and CEO of BeatBox) evolved from teenage business enthusiasts to the masterminds behind a beverage revolution. Brad pulls back the curtain around the pair’s experience on Shark Tank, and we hear how the critical mentorship of Mark Cuban fueled the brand’s trajectory towards innovation and market success. We then discuss the strategic shifts that propelled BeatBox to new heights, like transitioning to eco-conscious Tetra Pak packaging. We explore the complex challenges of the alcohol industry's regulatory landscape and how Beatbox has navigated them with grace. Switching gears, Brad touches on Beatbox’s influencer marketing program and the community-building strategies that have kept the brand top of mind for consumers. To close the show, Brad reveals his favorite BeatBox flavors. In this episode, you’ll learn:
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| 25 Apr 2023 | 77 - Roxy Young, Reddit | 00:40:49 | |
In Ep. 77 of Earned, we’re joined by Roxy Young, Chief Marketing Officer at Reddit, the mega-popular discussion forum that’s home to thousands of digital communities, aka Subreddits. We start the episode by hearing what’s on the horizon for Reddit, including its goal to expand beyond English-speaking geographies, before learning what drew Roxy to join Reddit back in 2017. Next, Roxy breaks down Reddit’s main revenue stream—advertising—and explains why Reddit’s varied, vibrant communities drive so much value for advertisers looking for their target audience. We then discuss examples of how brands have successfully activated communities on Reddit, as well as the challenges associated with managing open discussion forums. Roxy shares how Reddit continues to strengthen its relationship with creators—in this case, community moderators—via roadshows and feedback sessions, and we explore how Reddit has maintained its “brilliantly absurd” personality amid rapid growth. To close the show, we ask Roxy about her secret sauce for joining mega-successful companies early on (including Netflix, Sephora, and Hipmunk), and she reveals her personal favorite Subreddits. In this episode, you will learn:
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| 11 May 2022 | 50 - David Chung, Farmacy Beauty & iLABS | 00:39:07 | |
It’s our 50th episode of Earned! Today we’re sitting down with David Chung, founder of Farmacy Beauty and CEO of innovation and manufacturing company iLABS. To start the episode, David walks us through his impressive entrepreneurial journey, and we hear how his frustrations with third-party contract manufacturers led him to launch OEM and ODM manufacturing company Englewood LAB. David then shares why he wanted to shift his focus to brand building with the launch of Farmacy Beauty, before revealing the challenges that led him to launch innovation-focused, full-service manufacturing company iLABS. We then discuss the importance of building strong relationships both personally and professionally, and David explains why he values a company’s reputation over revenue. Next, we talk about the factors that contributed to the success of Farmacy Beauty, a brand at the forefront of the clean beauty movement which was recently acquired by P&G. We then dive into iLABS, with David sharing how it’s different from Englewood LAB, and why the focus is on R&D and innovation and helping small businesses grow. To close the show, we talk about the brands David has in incubation right now, and where he’s seeing pockets of demand and opportunity in the space. To show our thanks for your support over the last 50 episodes, we’re giving away $100 to 50 listeners! Click here to enter the raffle: https://www.tribedynamics.com/earned-influencer-marketing-podcast-50th-episode-celebration | |||
| 08 Aug 2023 | 91 - Peter Hollens, YouTuber & Founder of Inhouse Creators | 00:34:12 | |
In Ep. 91 of Earned, Conor sits down with Peter Hollens, a powerhouse a cappella singer who has amassed a following of over 3M subscribers on YouTube, and over a billion views across his various social channels. To start the show, Peter explains why he has pursued other business ventures outside of being a creator, including investing, consulting, and recently founding his own business (Inhouse Creators), and shares how these interests help him avoid burnout. We then learn how Peter leverages AI like ChatGPT to help him create his content, before unpacking Peter’s journey as a creator over the last decade—and why signing with a major record label was one of his biggest regrets. We discuss the challenges of finding balance as both a content creator and a father, and Peter shares the story of losing his voice for 18 months due to a stubborn granuloma. We also learn how during that time, Peter was able to discover his passion and business acumen for consulting companies about the creator economy, an experience that later inspired his new business: Inhouse Creators. To close the show, Peter explains how Inhouse Creators works to connect businesses to experienced, savvy creators to produce their content, and why companies that don’t invest in the creator economy will get left behind. In this episode, you will learn:
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| 05 Oct 2022 | 59 - Megan Streeter, Prose | 00:41:04 | |
In Ep. 59 of Earned, Conor sits down with Megan Streeter, CMO of customizable haircare brand Prose, which achieved $100 million in revenue in its first five years. To start the episode, Megan unpacks her long career in the beauty industry, which spans from corporate giants L'Oréal and Estée Lauder to independent, direct-to-consumer haircare brands like DevaCurl and now Prose. We learn why Megan was interested in working in the haircare space, and what Prose has taught her about not only haircare, but also DTC strategy and distribution, product personalization, and digital tech. Megan then explains how Prose’s mission to deliver personalized products that addressed people’s unique needs attracted her to the brand, and how its product customization helps Prose build one-on-one, sustainable relationships with its consumers. Next, Megan shares why it was important to her to start investing in influencers early on, and how her influencer marketing philosophies have evolved over time, before ending the show by revealing the characteristics that she thinks make for a good CMO. | |||
| 16 Jan 2024 | 112 - Christiane Pendarvis, PATTERN Beauty & Savage X Fenty | 00:42:32 | |
In the 112th episode of Earned, we sit down with Christiane Pendarvis, Co-CEO of Pattern Beauty and former Co-President of Savage X Fenty. To start, we dive into what it was like for Christiane as she came into the top role at Pattern: CEO. After years of working in the fashion industry, the jump to beauty was daunting, but Christiane explains how she took a humble approach and understood that listening would help to build a solid foundation. Next, Christiane shares her advice to not lose sight of the clarity you once had on the outside of an organization, as it can quickly dissipate once you’re immersed in the day-to-day. We explore Christiane’s strategy of urgency awareness, which she uses to decide if the situation is mission-critical and requires a clean slate, or whether it requires smaller levels of change. Unpacking the success factors behind Rihanna’s brand Savage X Fenty, Christiane explains that the market was “ripe” for this brand, which promotes confidence, inclusivity, and fearlessness for women. We then learn about how a brand’s foundation, product assortment, and perfect-storm opportunities can lead to massive success. Christiane emphasizes the importance of a founder being ingrained in the brand’s story, which she has seen firsthand with both Tracee Ellis Ross (Pattern Beauty) and Rihanna (Savage X Fenty). When people are genuine and authentic in their product and brand creation, it translates into opportunities that consumers can relate to, and products they want to buy. Christiane then reveals her own pivot to passion- and purpose-driven brands, and shares that as she’s progressed in her career, the quality of an idea has become increasingly important. To close the show, Christiane speaks to the growth of the gaming industry, and where she (and her children) think it's headed next. In this episode, you will learn:
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| 13 Feb 2024 | 116 - Lucia Ruehlemann, SAIE | 00:34:20 | |
In our 116th episode of Earned, Conor sits down with Lucia Ruehlemann, President of Saie—a clean makeup brand that prioritizes superhero ingredients and high-performance outcomes, all while maintaining sustainable packaging and products. To start, we dive into Lucia’s decade of experience building successful indie brands such as Fresh and Drunk Elephant. Unlocking what makes Lucia who she is, we learn how she balances her family of six, and finds joy through the evolving situation that she calls “controlled chaos.” Lucia credits her children with reverse mentoring her, and shares insights on what’s culturally relevant to younger generations. Next, we explore how Lucia brings the same idea—creating love beyond reason—from her family to the brand she’s working on. Lucia shares with us how her family has processed the tragic loss of her eldest son, Jeremy, and turned it into core lessons that can be applied to everyone’s lives. While unpacking Lucia’s personal relationships, she shares that you’re “in it together” with the people you work with, and that having deep respect and admiration can help people through tough times and conversations. We learn about how the beauty industry is relationship-based, and how mission-critical it can be to chase core business, rather than viral moments. By tapping into creators who have a genuine love and affinity for your brand, Lucia emphasizes that these are the individuals who can truly share your brand story. Lucia then describes her experience working at powerhouse beauty conglomerates LVMH and Estée Lauder, which she characterizes as best in class, and shares how they equipped her with an edge that allowed her to be more effective at indie brands. To close the show, Lucia shares her goals of learning to live well, re-focusing on gratitude and mindfulness, and staying playful. In this episode, you will learn:
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| 19 Aug 2020 | 10 - Joe Cloyes, Youth To The People | 00:57:06 | |
In Earned’s 10th episode, Conor sits down with Joe Cloyes, co-founder and CEO of sustainable superfood skincare brand Youth To The People. Inspired by his grandmother, who started her own skincare line as a mother of seven in 1963, Joe and his cousin Greg Gonzalez founded Youth To The People in 2015, and the brand has seen explosive growth since. We dive into YTTP’s impressive growth trajectory and explore the roles that social media, and later a Sephora partnership, played in accelerating the brand’s expansion. We also learn about the challenges of rapid growth, and hear why the brand decided to take on multiple rounds on investments. Joe shares how COVID-19 has shifted the brand’s focus to be “completely digital,” and talks about how YTTP uses its growing social platform to share its voice on all things from skincare to social justice. Finally, we learn how the brand builds long-term relationships with content creators. | |||
| 22 Oct 2024 | 149 - Doug Jensen, SVP & Experienced Data and Analytics Leader | 00:27:30 | |
In Ep. 149 of Earned, Conor Begley sits down with an experienced data and analytics leader with over 35 years in the marketing analytics field: Doug Jensen. To start, Doug delves into the strategic intricacies of marketing mix models (MMM) and how they address modern challenges like iOS privacy changes. Doug shares his strategies for measuring influencer marketing impact beyond sales, and enhancing brand desirability and consumer engagement. He then emphasizes the importance of nurturing authentic creator relationships and the growing significance of Earned Media Value (EMV) as a key performance metric. Switching gears, we explore the potential of platforms like TikTok Shop and tools like CreatorIQ and Dash Hudson in transforming brand-creator partnerships. To close the show, Doug shares some tips for planning an unforgettable African safari that will have you packing your bag as you listen. In this episode you will learn:
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| 09 Feb 2021 | 20 - Shaun Westfall, Jefferies | 00:54:44 | |
It’s our 20th episode of Earned! In this special episode, Conor chats with the man behind some of the recent years’ biggest beauty deals: Shaun Westfall, Managing Director of the Consumer & Retail Group at Jefferies. We start the episode by discussing how COVID-19 has changed the market and affected how investors evaluate majority-offline versus DTC brands, before taking a step back and learning why Shaun, who graduated with a degree in engineering, pivoted to the finance world. We then dive back into business, and Shaun pulls back the curtain on the brand-selling process. He also gives advice to founders who may just be starting their businesses or are looking to sell, and reveals the major brand KPIs that investors and acquirers pay attention to. We discuss the importance of being a clean brand, as well as the rise of the professional “derm” brand and of estheticians as influencers. Conor and Shaun close out the episode by discussing the viability of the digitally native consolidator (like FORMA Brands) as a competitor to traditional strategics. According to Shaun, “the ability to disintermediate legacy shelf space has never been more apparent than today.” | |||
| 20 Sep 2022 | It's a Matter of...Earned: Unleashing the Power of Influence | 00:40:21 | |
Today’s episode of Earned might sound a bit different…that’s because it is! This week, we wanted to share Conor’s conversation with BeautyMatter founder and CEO Kelly Kovack from her own podcast, “It’s a Matter of…” This time, it’s a matter of “Earned.” To start the show, Conor shares the origin story for Tribe Dynamics, which he co-founded nearly a decade ago at the forefront of the influencer marketing boom. Kelly and Conor reflect on how the space has accelerated since then to become a $100 billion industry, and Conor unpacks a few of the “new rules” governing the relationships between brands, creators, and social media platforms. Conor also offers advice to small brand startups around building successful, sustainable influencer marketing programs. Kelly and Conor then explore how influencer marketing has shifted from a side task for interns to a sophisticated area of focus for many brands, and Conor reveals the most important influencer KPIs brands should be measuring. The pair also discuss TikTok’s takeover, and how other social platforms are attempting to compete. To end the show, Conor shares the influencer marketing trends currently on his radar, and gives his thoughts on the metaverse. | |||