#314 - Scaling Growth In Beauty with ILIA Beauty VP of Digital & Ecommerce, Cherene Aubert

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.Episode brought to you by More StaffingJoin 15k founders and marketers & get our pod highlights delivered directly to your inbox with the DTC Pod Newsletter!On this episode of DTC pod we cover:1. Brand Differentiation in the Beauty Industry2. Embracing Organic Revenue Growth3. Strategic Marketing Shifts4. Cherene Aubert's Professional Background and Role at Ilia Beauty5. Understanding the Beauty Market Landscape6. Analyzing and Measuring Sales Performance7. Brand Awareness and Advertising Effectiveness8. Utilizing the OKR Framework in Marketing Strategies9. Optimization of Landing Pages and Offers10. Media and Content Strategy11. Trends and Team Collaboration in Social Media MarketingTimestamps00:00 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 CastmagicPast 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. Additional episodes you might like:• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views• #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-----Have any questions about the show or topics you'd like us to explore further?Shoot us a DM; we'd love to hear from you.Want the weekly TL;DR of tips delivered to your mailbox?Check out our newsletter here and our Projects the DTC Pod team is working on:DTCetc - all our favorite brands on the internetOlivea - the extra virgin olive oil & hydroxytyrosol supplementCastmagic - AI Workspace for ContentFollow us for content, clips, giveaways, & updates!DTCPod InstagramDTCPod TwitterDTCPod TikTok ---Cherene Aubert - VP of Digital and E-commerce at Ilia BeautyBlaine Bolus - Co-Founder of CastmagicRamon Berrios - Co-Founder of Castmagic

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