The Omnichannel Marketer

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 of products. The brand started out of a home office/showroom in Los Angeles with a DTC presence. Foujan and her team realized people love touching the bedding fabrics, which was a different experience from the typical plastic-wrapped sheets. From that experience, she saw immense value in having customers touch and feel products. It’s a differentiator and a brand experience. That home showroom expanded to 26 brand stores. These stores are in major markets where DTC buyers or the customer demographic is concentrated. Parachute invests a lot of energy in making that experience feel like being in someone’s home. In the last year, they have invested heavily in experiential marketing, hosting over 200 events, which have generated sales and strong brand affinity. Foujan defines omnichannel: “Be wherever the customer wants to shop”. To that end, Parachute has wholesale distribution with Crate & Barrel, Nordstrom, and Bloomingdales. In addition to their DTC presence and owned retail locations. Foujan shares that wholesale is a double-edged sword. She has very little insight into who their customers are, but wholesale brings a big uplift in brand awareness. Foujan suggests entering retail with small tests with a limited selection of SKUs. And monitoring sell-through, DTC cross-over, and brand lift to determine the next steps. Brand awareness is the leading indicator, whereas the DTC cross-over as measured through the post-purchase survey is the lagging indicator. Keeping a consistent brand experience across channels is of paramount importance. Foujan and her creative team run brand training during onboarding and invoke the brand regularly. Foujan is excited that brand marketing is back in the forefront in the wake of iOS 14 privacy changes and the sunset of the growth at all costs era. Without a brand, growth and performance marketing are just flashes in the pan. That sentiment is stronger than ever. Thanks, Foujan for sharing your story and perspective! #omnichannelmarketer #retail #brandmarketing

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 a doctor’s office, but is now a retail powerhouse. It was one of the first brands to launch with Sephora when it came to the US market, and also is present in Sephora locations around the world. Other key channels for Peter Thomas Roth are Ulta Beauty, Amazon, and QVC. Sarah’s philosophy is that you need to be where the customer is. That is highly dependent on demographics. PTR is a legacy brand that historically skews to an older demographic. So retail and QVC are big channels for them. Each channel has a unique offering for the demographic that frequents it. And the spread in Ulta is very different from Sephora. She loves department stores herself, but sees it as a shrinking business. Beauty is constantly evolving and experiencing unprecedented digital change. As Sarah says, “You snooze, you lose.” To that end, PTR also has a DTC presence and is active on social media to cater to some Gen X, Z, and even Alpha customers. Her team is actively tinkering with Tiktok shops. She was also relatively early to Amazon, compared to Clinique, another legacy brand that only launched on Amazon a few weeks ago. Sarah views the DTC site as a window into the brand and is in midst of an exciting website revamp going live in August. The PTR website serves loyalists, but she also realizes that every channel has its loyalists. “Some people really just want to buy on Amazon. Others only at Sephora.” At the end of the day, Sarah shares that good marketing is about “understanding where your customers are and making it easy for them to buy in those channels.” Thanks Sarah for sharing your experience and insights. #omnichannelmarketer #omnichannel

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 ‍ Takeaways Please let us know your thoughts about the episode! ‍ Where to find Preston Rutherford: Linkedin: https://www.linkedin.com/in/prestonr/ ​Website: https://www.chubbiesshorts.com/ ‍ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it ‍ SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

In this episode, 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 ‍ Takeaways Please let us know your thoughts about the episode! ‍ Where to find Chad Wilson: Linkedin: https://www.linkedin.com/in/chdwlsn/ ​Website: https://drinkolipop.com/ ‍ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it ‍ SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

In this episode, 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 Takeaways Please let us know your thoughts about the episode! ‍ Where to find Chris Hobson: Linkedin: https://www.linkedin.com/in/christopherhobson/ ​Website: https://rarebeautybrands.com/ ‍ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it ‍ SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

In this episode, we meet Nadya Okamoto, Co-Founder of August. August is a brand revolutionizing period care with their sustainable, transparent, bold and inclusive approach on period products. In this episode, we discussed category disruption, influencer marketing, and evolving from DTC to omnichannel. ‍ Topics covered ‍ Takeaways Please let us know your thoughts about the episode! ‍ Where to find Nadya Okamoto: Linkedin: https://www.linkedin.com/in/nadyaokamoto/ ​Website: https://www.itsaugust.co/ ‍ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it ‍ SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

In this episode, we meet Benjamin Witte from Recess. Recess is a relaxation drink. Recess is spearheading the category, like how RedBull started the energy drink category. Category creation, evolving from digitally native to retail, the DTC & omnichannel flywheel, and the trade-offs with DTC and retail. Topics covered Takeaways Please let us know your thoughts about the episode! Where to find Benjamin Witte: Linkedin: https://www.linkedin.com/in/benjaminwitte/ ​Website: https://takearecess.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

In this episode, we meet Gabi Lewis, founder and CEO of Magic Spoon Magic Spoon is a better-for-you cereal brand that is designed to taste like your favorite childhood cereals but low in sugar and high in protein. In this episode, we discussed category disruption, influencer marketing, and evolving from DTC to omnichannel. Topics covered Takeaways Please let us know your thoughts about the episode! Where to find Gabi Lewis: Linkedin: https://www.linkedin.com/in/gabi-lewis-88483447/ ​Website: www.magicspoon.com Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com 9:30 - 14:00

In this episode, we meet Steven Borrelli, the CEO and founder CUTS Clothing. CUTS is a clothing brand built for the sport of business. It started with t-shirts designed for the work setting and has since expanded to polos, pants, and jackets, and recently started a women's line. In this episode, Steven shares the lessons he learned from launching a brand store. ‍ Topics covered ‍ Takeaways ‍ Please let us know your thoughts about the episode! ‍ Where to find Steven: Linkedin: https://www.linkedin.com/in/borrellisteven/ ​Website: https://www.cutsclothing.com/ ‍ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it ‍ SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

In this episode, we meet Colm Mackin, from Act+Acre Act+Acre is a women’s scalp care brand. In this episode, Colm shares a deep dive into how to have a successful launch in Sephora. Topics covered Takeaways Please let us know your thoughts about the episode! Where to find Colm: Linkedin: https://www.linkedin.com/in/colm-mackin-7b1ab627/ ​Website: https://actandacre.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

In this episode, we meet Eli Weiss. Eli ran Customer Experience at Olipop and Jones Road and recently joined Yoto, as VP of Retention and Advocacy. In this episode, we shares his perspective on how to deliver an amazing customer experience in an omnichannel setting. Topics covered Takeaways Please let us know your thoughts about the episode! Where to find Eli: Linkedin: https://www.linkedin.com/in/eliweisss/ ​Website: https://www.eliweisss.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

In this episode, we meet Jacob Zuppke, CEO of Whisper. Whisker is the maker of high-end pet products that replace house chores. Its flagship product is the Litter Robot, the #1 self-cleaning litter box for cats. In this episode, we discussed transitioning from DTC to a genuine omnichannel brand and the power of TV commercials. Topics covered Takeaways Please let us know your thoughts about the episode! Where to find Jacob: Linkedin: https://www.linkedin.com/in/jacobzuppke ​Website: https://www.whisker.com Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

Meet Leslie Danford, the founder of Vitaminis. ‍ Vitaminis are nutritious, portable drink shots created to support healthy lifestyles. ‍ In this episode, Leslie talks about scaling from DTC to Omnichannel and how to bridge the gap btw offline and online. Topics Takeaways Please let us know your thoughts about the episode! Where to find Leslie Danford: Linkedin: https://www.linkedin.com/in/leslie-danford/ ​Website: https://vitaminisbrand.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

Meet Minesh Patel, CEO of Eczema Honey and Nigel Thomas, CEO of Alpha Inbound Eczema Honey is a skincare solution brand for people suffering eczema and sensitive skin. Alpha inbound is a digital marketing agency that specializes in health & wellness brands. In this episode, we dive into the relationship between brands and agencies, pitching to Walmart, and navigating the transition from DTC to Omnichannel. Topics Takeaways Please let us know your thoughts about the episode! Where to find Minesh Patel: Linkedin: https://www.linkedin.com/in/mineshdpatel/​ Website: https://eczemahoneyco.com/ Where to find Nigel Thomas: LinkedIn: https://www.linkedin.com/in/nigelthomas-ai/ Website: https://www.alphainbound.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

Meet Arjan Singh, the co-founder of Jolie. Jolie is a beauty and wellness brand dedicated to enhancing skin, hair, and overall well-being by ensuring the purity of shower water. In this episode, Arjan talks about Jolie’s brand story, the idea behind it & ways Jolie has conquered in its industry in less than 2 years. Topics Takeaways Please let us know your thoughts about the episode! Where to find Kai Lim: Linkedin: https://www.linkedin.com/in/arjanhsingh/ ​Website: https://jolieskinco.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

Meet Kai Lim the co-founder of Reprise Health. Reprise Health is taking Traditional Chinese Medicine and bringing it to the masses in a gummy form. In this episode, Kai dishes on DTC website quizzes, consumer psychology, Amazon, and growing wholesale with acupuncturists. Topics Takeaways Please let us know your thoughts about the episode! Where to find Kai Lim: Linkedin: https://www.linkedin.com/in/kai-lim-946021ba/ ​Website: https://reprisehealth.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

In this episode, we meet Christopher Jane, the CEO and Co-founder of Proper Good. Proper Good is a better-for-you meal brand that provides better quality low cost ready meals from soups to curries. Chris provides a masterclass in how to create an omnichannel brand experience across DTC & retail and much more. Topics covered Takeaways Please let us know your thoughts about the episode! Where to find Christopher Jane: Linkedin: https://www.linkedin.com/in/chrisofthejane/ ​Website: https://eatpropergood.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

In this episode, we meet Liz Gordon, Vice President at L Catterton. L Catterton is a the worlds largest consumer investment fund with $35B assets under management. Liz dives deep into growth investment, as well as the themes and metrics that drive investment evaluation and valuation, and much more. Topics covered Takeaways Please let us know your thoughts about the episode! Where to findLiz Gordon: Linkedin: https://www.linkedin.com/in/liz-gordon-32438235/ ​Website: https://www.lcatterton.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

In this episode, we meet Melanie Travis, CEO of Andie. Andie is a women’s swimwear brand that has the right suit for any occasion. Melanie goes deep on pop-ups, discussing strategy, tactics, and execution. Topics covered Takeaways Please let us know your thoughts about the episode! Where to find Melanie Travis: Linkedin: https://www.linkedin.com/in/melanieytravis/ ​Website: https://andieswim.com/ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com

In this episode, we meet Lisa Guerrera, CEO and Co-Founder of EXPERIMENT. ‍ EXPERIMENT is a Gen Z focused and sustainable skincare brand that is for the chemistry-curious consumer. ‍ Lisa discusses the importance of making products people can connect with and not only making it look good (or postable!), but making sure it delivers results. Topics covered ‍ Takeaways ‍ Please let us know your thoughts about the episode! ‍ Where to find Lisa Guerrera: Linkedin: https://www.linkedin.com/in/lisa-guerrera/ ​Website: https://experimentbeauty.com/ ‍ Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it ‍ SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com