How to source consistent brand content

Julia Rubien is the Founder and CEO of Amie, a TikTok agency dedicated to helping beauty brands grow and thrive in one of the fastest-moving platforms today. Under Julia’s leadership, Amie has become both a TikTok Marketing Partner and a TikTok Shop Partner, making them one of the go-to agencies for brands that want to convert attention into real revenue. She and her team specialize in creating original and trending content, running highly effective TikTok ad campaigns, and building engaged communities that feel authentic and connected. Her work has helped beauty brands not only showcase their products but also turn TikTok into a true virtual storefront, driving measurable growth.

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> Here’s a glimpse of what you would learn…. 

• Strategies for success on TikTok Shop, particularly for beauty brands.
• Importance of optimizing shop operations and merchandising before driving traffic.
• The role of affiliate marketing in generating content and driving sales.
• Necessity of maintaining a steady flow of high-quality, engaging content.
• Effective use of promotional strategies, including bundles and gift-with-purchase (GWP) offers.
• The significance of participating in TikTok’s promotional events and flash sales.
• The need for a holistic approach that integrates shop operations, content creation, and advertising.
• Insights on pricing strategies and impulse buying behavior on TikTok Shop.
• The impact of sample volume on return on investment (ROI) and brand visibility.
• Recommendations for brands to focus their resources on one channel to maximize impact.

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Julia Rubien, founder and CEO of Amie, a TikTok agency for beauty brands. Julia shares expert strategies for succeeding on TikTok Shop, emphasizing the importance of optimized shop operations, high-volume affiliate marketing, original brand content, and robust ad campaigns. She highlights the need for significant investment, tailored promotions, and a holistic, coordinated approach. Julia also offers actionable tips for brands to build momentum and scale effectively on TikTok Shop, while sharing insights from her own experience and agency work.

Here are the 3 action items that Josh identified from this episode:

1. Invest in All Four Pillars Together – Don’t cherry-pick strategies. Success comes from aligning shop optimization, affiliate marketing, brand content, and paid ads into one powerful flywheel.
2. Scale Affiliate Content Early – Build momentum fast by sending 500–1,000 samples a month, offering hybrid compensation, and training creators for consistent, on-brand videos.
3. Treat Your TikTok Shop Like a Flagship Store – Curate best sellers, bundle products, and use GWPs or exclusives to boost conversions and trigger TikTok’s algorithmic favor.

Resources mentioned in this episode:

• Josh Hadley on LinkedIn
• eComm Breakthrough Consulting
• eComm Breakthrough Podcast
• Email Josh Hadley: Josh@eCommBreakthrough.com
• TikTok Shop
• Shopify
• Amazon
• Sephora
• Ulta
• Canva
• Notion
• GMV Max
• Time Finder
• LinkedIn
• Kate Youngman on LinkedIn

Special Mention(s):

• Adam “Heist” Runquist on LinkedIn
• Kevin King on LinkedIn
• Michael E. Gerber on LinkedIn

Related Episode(s):

• “Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast
• “Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast
• “Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough Podcast

Episode Sponsor

Sponsor for this episode...

This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. 

I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.

I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.

If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.

Transcript Area

Julia Rubien 00:00:00  These are the moving parts we need to work on, and we need to work on them all at the same time. So I would say that, you know, every client's shop strategy is going to be a little bit different depending on the product, the price point, the brand, the where they're at in their growth journey. But the advice that I could give every listener and every single brand is that.

Intro 00:00:27  Welcome to the Ecomm Breakthrough podcast. Are you ready to unlock the full potential and growth in your business? You've already crossed seven figures in sales, but the challenge is knowing how to take your business to the next level.

Josh Hadley 00:00:41  Do you want to know how to generate more sales on TikTok shop and increase the number of views that your videos get on TikTok? Well, today's guest has mastered turning TikTok into a community driven sales machine. Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley. I scaled my own brand from 0 to 8 figures in sales, and now my mission is to take it to over nine figures on my journey to nine figures.

Josh Hadley 00:01:07  I bring you the unfiltered conversations with the smartest minds in eCommerce. Past guests include Kevin King, Michael E Gerber, author of The Myth and Aaron Cordova's. Today. I am excited to welcome a guest who is truly shaping the future of e-commerce through the power of TikTok. Julia Rubien is the founder and CEO of Amie, a TikTok agency dedicated to helping beauty brands grow and thrive in one of the fastest moving platforms today. Under Julia's leadership, Amy has become both a TikTok marketing partne...