SHOW NOTES

318. Inside Hello Sunshine: How Data and Purpose Drive Brand Growth with EVP Crystal Surrency

THIS WEEK’S TOPIC: Ever wondered how a company like Hello Sunshine decides which brands and personalities to bring under its umbrella? Or how they ensure sustained growth while fostering creativity and managing lean teams?

This week’s episode marks the beginning of our 2025 collaboration series with The Southern C. Laura Cox Kaplan dives deep with Crystal Surrency, the Executive Vice President of Marketing Strategy and Insights at Hello Sunshine, the media company founded by Reese Witherspoon. This episode is packed with valuable insights on how Hello Sunshine strategizes its growth, supports female entrepreneurs, and leverages data to drive its mission. We also get an inside look at how communities like The Southern C contribute to the success of brands and individual voices.

ABOUT THIS WEEK’S GUEST: Crystal Surrency brings a wealth of expertise to Hello Sunshine with a strong strategy, data analytics, and marketing background. Her career journey from working in digital transformation at Razorfish to the fast-paced startup world at Fullscreen and WarnerMedia has equipped her with the skills to lead high-impact growth initiatives at Hello Sunshine. 

KEY TOPICS AND WHAT YOU’LL LEARN IN THIS EPISODE:

1. THE EVOLUTION OF HELLO SUNSHINE: Crystal talks about the transition from a straightforward entertainment production company to a multifaceted organization that puts women at the center of every story, with a portfolio that includes community, content, and commerce.


2. IDENTIFYING INNOVATIVE PARTNERSHIPS: How Hello Sunshine selects partners and potential acquisitions like the Home Edit. Crystal explains the criteria and data-driven approach they use to find and elevate unique voices and brands.


3. THE IMPORTANCE OF AUTHENTICITY AND COMMUNITY: Crystal dives into how the authenticity of the narrative and community engagement play a critical role in the success of Hello Sunshine’s brands, using the Home Edit as a prime example.


4. MANAGING GROWTH AND INNOVATION: Crystal shares how she leads rapid growth initiatives, handles multiple launches, and ensures her team stays creative and motivated amidst significant workloads.


5. CELEBRATING WINS AND INNOVATIVE THINKING: Insights on managing burnout and maintaining a joyous, creative work environment. Crystal discusses the value of celebrating successes and being flexible to pivot when needed.


6. HELLO SUNSHINE COLLECTIVE: Details about the Hello Sunshine Collective, an exclusive group of online voices and entrepreneurs, and how they support members in building their brands and growing strategically.

There’s an incredible amount of wisdom in this conversation for anyone interested in understanding how to build and scale purpose-driven brands while staying true to a mission. You’re going to love this episode!

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LINKS: 

The Southern C

she said/she said podcast Episode 285 with The Southern C Founders Whitney Long and Cheri Leavy

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