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The Omnichannel Marketer Show - hosted by Kait Stephens - is frank discussion about what it takes to build a consumer brand, create a seamless omnichannel experience, and drive revenue and customer lifetime value across DTC, Amazon, and Retail Channels. If you’re looking for the latest strategies, tips, and trends from seasoned omnichannel marketers, want no-B.S. answers to your biggest ecommerce questions, need a perspective on how your peers are addressing the same issues, or just simply want to stay informed and proactive, welcome to the show. Expect to hear from influential brand marketers, as well as operators and founders flying under the radar, who are doing amazing things in every vertical under the sun. Like food & beverage, cosmetics, health & wellness, appliances, and apparel, from high-volume purchases to high-end luxury items. Learn from their mistakes and big wins, and take your brand revenue and experience to the next level. Each episode will deep-dive on the latest omnichannel marketing strategies, including acquisition, brand building, retail, customer experience, retention, and loyalty. Send guest pitches to kait@brij.it.
24 Episodes
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In this episode of the Omnichannel Marketer, host Kait Stephens interviews Danielle Nicoll, SVP of Marketing at Cann. Danielle shares her journey from the entertainment industry to leading marketing for Cann, a pioneer in the THC microdose beverage category. She discusses the challenges and strategies of marketing a highly regulated product, the importance of building a strong community, and how Cann leverages creator partnerships and omnichannel distribution to drive trial and brand aw...
In this episode of the Omnichannel Marketer, host Kait Stephens interviews Aliett Buttelman, co-founder of Fazit Beauty. Aliett shares her unique journey from fashion modeling to entrepreneurship, detailing the creation of innovative makeup patches and the brand's rapid growth through strategic channel expansion and social media marketing. The conversation highlights the impact of viral moments, such as the Taylor Swift effect, and discusses the importance of supporting female founders in the...
In this episode, Christina Kao, founder of Le Mini Macaron, shares her journey from a marketing background to entrepreneurship in the beauty industry. She discusses the growth of her brand, the importance of customer education, and the impact of COVID-19 on nail care trends. Christina emphasizes the significance of community upliftment and the playful yet joyful nature of her brand, while also reflecting on the challenges and opportunities within the beauty industry. TAKEAWAYS: - Christina'...
In this episode of the Omnichannel Marketer, Amy Gordinier, founder of Skinfix, shares her extensive background in the beauty industry and the journey of creating Skinfix. Amy discusses the brand's origins, its unique formulation, and the strategic decisions made during its launch and growth, particularly with retail partners like Target and Sephora. She emphasizes the importance of product differentiation, quality formulation, and the evolving support from Sephora as a key factor in t...
In this episode of the Omnichannel Marketer, Alli Ball, founder of Food Biz Wiz, shares her journey in the food industry and how she helps emerging brands succeed in wholesale. She emphasizes the importance of understanding market fit, finding the right channels, and optimizing operations. Alli discusses the challenges of getting attention from wholesale buyers and the difficulties of the distributor-retail model. She also provides insights on driving velocity in retail and recommends tools ...
In this episode of the Omnichannel Marketer, Kait interviews Rick, a partner at Howler Brothers, who shares his journey from private equity to brand building. He discusses his early career at Yeti Coolers, where he developed innovative marketing strategies that helped establish the brand. Rick emphasizes the importance of brand identity and community in marketing, and how his experiences as an investor have shaped his approach to business. He also highlights the significance of e...
In this episode, Kait interviews Danny Taing, founder of Bokksu, who shares his journey from studying Japanese in Japan to creating a successful omnichannel brand that bridges cultures through Japanese snacks. Danny discusses the evolution of Bokksu, the importance of customer feedback, the challenges of the subscription model, and the acquisition of Japan Crate to enhance their retail presence. He emphasizes the significance of building strong brands and the need for a focus on retention in ...
In this episode, Rachel, founder of Rootine, shares her personal journey and the inspiration behind her brand. She discusses the lack of innovation in the holistic health industry and how Rootine aims to bring science-backed solutions to the market. Rachel explains the customer journey and the different products offered by Rootine. She also talks about the importance of her role as a mom in shaping the brand and connecting with her target audience. Rachel shares her strategy for launching in ...
In this episode, Shray Joshi, founder of Good Peeps, discusses the shift to retail media and the importance of digital retail marketing for CPG brands. He explains the concept of a retail media network and how it encompasses third-party marketplaces, retailer. coms, and underlying technology platforms. Shray shares strategies for driving retail traffic, such as sponsored search, paid ads, and influencer content. He emphasizes the significance of organic influencer partnerships and colla...
On the latest episode of the Omnichannel Marketer, I had the pleasure of speaking with Colin Flood, VP of Marketing at Unreal Snacks. Unreal Snacks is a better-for-you chocolate snack brand. Unreal Snacks started in convenience and drug stores (CVS, Walgreens) ten years ago and through trial and error made it to natural grocery, where it gained the traction required to get to successful in mainstream grocery and convenience.. True to this podcast, today Unreal Snacks has omnichannel ...
Retail & eCom, the one-two punch for evolving an entrenched category. On the latest episode of the Omnichannel Marketer, I spoke with Lisa Bubbers, Chief Marketing and Brand Officer at Studs. Studs is a new entrant in the ear piercing category – positioning itself as a piercing company instead of an earring brand. In contrast to Claire’s or the mall kiosk which is where children go to get their first piercing with a piercing gun (myself included), Studs focuses on needle piercings...
Without brand, growth and performance marketing are just flashes in the pan. In the wake of iOS 14 privacy changes & rising CACs, we’re no longer in an era where growth at all costs is a viable strategy anymore. I recently had the pleasure of speaking with Foujan Volk, the VP of Brand & Marketing at Parachute Home. She was the first marketing hire at Parachute Home and built the brand from the ground up. Parachute Home is an emerging brand in the home goods category with a range...
Meet your customer where they want to shop. On the latest episode of the Omnichannel Marketer, I had the pleasure of talking with Sarah McNamara, Executive Vice President & General Manager at Peter Thomas Roth Clinical Skin Care and Naturally Serious Skin. Sarah is a beauty industry veteran, having worked at Unilever, L’Oreal, and grew her own beauty brand, Miracle Skin Transformer to $35M in revenue before selling it. Now she oversees Peter Thomas Roth. Peter Thomas Roth started ...
In this episode, we meet Preston Rutherford, Co-Founder of Chubbies. Chubbies was born in 2011 in San Francisco, they create men's shorts that aim to make every day feel like Friday at 5pm, bringing that chill vibe and good times to their audience. In this episode, we discussed omnichannel business, key lessons learned, and strategies for supporting omnichannel growth. Topics covered Chubbies' unique and fun approach to men's shorts and activewearChallenges and misconceptions when transiti...
In this episode, we meet Chad Wilson, Head of Marketing at Olipop. Olipop is a better-for-you soda brand on a mission to make the world healthier and happier. In this episode, we discussed growth into retail, structuring marketing teams, understanding the customer journey, and staying close to consumers. Topics covered Brand awareness and brand storytellingEquity metrics to measure campaigns performanceUnderstanding and connecting with consumers emotionally.Structuring and organizin...
In this episode, we meet Chris Hobson, President and CEO of Rare Beauty Brands. Rare Beauty scales challenger brands with expertise in innovation, marketing, and infrastructure across various channels. In this episode, we discussed retail, e-commerce, direct-to-consumer channels, and how to build and scale an omnichannel brand in the beauty industry. Topics covered Omnichannel distribution strategyStarting in luxury retailersThe rise of Korean beautyUsing retail for profitabl...
In this episode, we meet Hasan Hasmani, founder and CEO at Underdog Games. Underdog Games creates family board games, most notably the “Trekking” game series, including Trekking the National Parks, Trekking Through History, and HerStory. Hasan shares the founding story of the business and the road to $5M in annual sales. Topics covered in this episode The nuance of marketing board gamesThe role of Amazon in board game marketingPivoting acquisition channels where ROAS is hi...
In this episode, we meet Matt Mullenax, the founder, and CEO at Huron. Huron is a men’s skincare brand. Matt shares how his own personal experience with experience with skincare led him to found Huron and fuels his passion and drive as a founder. Topics covered in this episode The value of being human and telling relatable storiesImmediate feedback loops on DTC and AmazonPrice control on AmazonValue of playbooksKey Takeaways Strive to make your brand humanKnow your infrastructur...
In this episode, we meet Cedar Carter, CEO of the Good Patch and Lauren Farraye, head of Ecommerce & Digital at The Good Patch. The Good Patch is a plant and hemp-based wellness patch experiencing triple-digit growth and available in 10,000 retail locations. Topics covered in this episode Organic retail first expansionWhat an Omnichannel strategy looks likeThe value of a brand compassLearnings from launching in TargetWhat is middle funnel in CPGSpeaking in resultsKey Takeaways A b...
In this episode, we meet Ronak Shah, the founder, and CEO at Obvi. Obvi is a flavored collagen supplement brand doing ~$15M in annual revenue. We will hear how Ronak went from being an accountant to a marketing agency owner and CEO of a hot CPG brand. As well as how he is gearing up for a big launch in Walmart this summer. Other topics covered in this episode Cold outreach tactics for big retail How to pitch WalmartPackaging changes for big retailRebate programs to drive in...
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