The Andrew Faris Podcast What 9-Figure Omnichannel Brands Know That Startups Don’t (With Cherene Aubert From Ilia Beauty)
May 13, 2025
Cherene Aubert, SVP of Ecommerce and Digital at Ilia Beauty, shares her expertise in scaling 9-figure brands. She discusses the critical balance between brand and performance marketing, emphasizing deep customer connections. The conversation dives into the innovative use of AI to enhance customer experiences while navigating the ever-evolving retail landscape. Cherene highlights strategies for successful omnichannel growth and the importance of long-term brand investments, offering valuable insights for aspiring e-commerce leaders.
AI Snips
Chapters
Transcript
Episode notes
Early Ilia Brand Growth Story
- Ilia Beauty initially focused mostly on performance marketing without much brand marketing investment.
- They observed sales growth and traffic gains before adding measurement tools for incrementality testing.
TikTok Powers Early Brand Marketing
- TikTok’s affiliate and influencer systems automate content scaling in ways others don't.
- Early-stage DTC brands can leverage these tools to reach customers with influencer-driven brand marketing.
Value of E-commerce Executive Community
- Workspace 6 offers a curated e-commerce community for serious brand operators.
- Sharing challenges and solutions accelerates strategic learning and decision making.