EPISODE SUMMARY

Cherene Aubert is the VP of Digital and E-commerce at ILIA Beauty, a skincare-powered makeup brand which has taken the beauty industry by storm as it's quickly scaled past 100M in revenue. In this episode, we sit down with Cherene Aubert, the mastermind behind some of the most successful strategies in the beauty industry, to dissect the art of brand differentiation. She shares her experience from operating behind the wheel of a 100M+ revenue beauty behemoth.

EPISODE NOTES

Cherene Aubert is the VP of Digital and E-commerce at ILIA Beauty, a skincare-powered makeup brand which has taken the beauty industry by storm as it's quickly scaled past 100M in revenue.

In this episode, we sit down with Cherene to discuss some of the most successful strategies that the most successful brands use to grow.

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On this episode of DTC pod we cover:
1. Brand Differentiation in the Beauty Industry
2. Embracing Organic Revenue Growth
3. Strategic Marketing Shifts
4. Cherene Aubert's Professional Background and Role at Ilia Beauty
5. Understanding the Beauty Market Landscape
6. Analyzing and Measuring Sales Performance
7. Brand Awareness and Advertising Effectiveness
8. Utilizing the OKR Framework in Marketing Strategies
9. Optimization of Landing Pages and Offers
10. Media and Content Strategy
11. Trends and Team Collaboration in Social Media Marketing

Timestamps
00:00 Transition to Ilia for faster growth.
04:52 Overseeing marketing, brand, and retail strategies.
10:07 Beauty market segmentation: fickle vs. loyal consumers.
12:59 Storytelling unlocks human connection in brand marketing.
14:52 Early start, focus on financial planning.
18:59 Building a legacy brand with team support.
23:04 SEO, link building, PR, affiliate, non-paid channels.
27:45 Influencer marketing expands reach and audience diversity.
30:31 Teams collaborate to create and promote content.
33:48 Obsession with capturing attention in social feed.
36:35 Beauty, profitability, growth, customer acquisition, conversion optimization.
41:45 Prioritizing landing page creation for brand impact.
43:18 Maximize user retention with native landing pages.

Shownotes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.

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• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

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DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content

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Cherene Aubert - VP of Digital and E-commerce at Ilia Beauty
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

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