Life with Marianna REVOLVE'S Chief Brand Officer Raissa Gerona Shares advice on Influencer Strategies and Brand Marketing
Dec 15, 2020
Raissa Gerona, Chief Brand Officer of Revolve, discusses influencer marketing, brand marketing, and social media. They talk about Revolve's role in working with content creators, their evolution as a brand, daily routines during quarantine, new product launches, job opportunities in brand marketing, building genuine relationships with influencers, and the launch of Revolve's 'Revolve You' podcast campaign.
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Origin Story: Meeting Mariana Hewitt
- Raissa Gerona met Mariana Hewitt at a bar and immediately connected through Instagram admiration.
- This organic encounter reflects Revolve's natural approach to influencer relationships before influencer marketing was mainstream.
From Founder to Revolve Partner
- Raissa started her own brand which Revolve supported as a customer before needing to close it during the recession.
- She later collaborated with Revolve to launch the "Lovers and Friends" brand, marking her entry into Revolve's internal brands.
Value of In-House Brands
- Owning and designing in-house brands gives Revolve differentiation and better margins versus other large retailers.
- Revolve manages about 25 internal brands plus sister sites, making the brand marketing team very dynamic.