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Cherene Aubert is the SVP of Ecommerce and Digital at Ilia Beauty, a 9-figure omnichannel beauty brand. Follow Cherene on X at https://x.com/ChereneAubert and on LinkedIn at https://www.linkedin.com/in/chereneetemadi/.

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Cherene Aubert has helped scale some of the most impressive eCommerce brands—from Bobby’s 9-figure DTC ascent to leading omni-channel growth at Ilia Beauty. In this episode, we dive deep into what separates the next level operators from the rest: brand vs performance, measurement nuance, retail sell-through, and how AI might change everything (again). If you’re an 8 or 9-figure operator trying to think 3 steps ahead, this conversation is a masterclass.

Topics Covered:

-Brand vs. performance marketing at scale

-Attribution without over-measuring

-Scaling retail without cannibalizing DTC

-How top operators are integrating AI today

-Surviving the end of the old Facebook playbook

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CHAPTER TITLES:

3:16: Day to Day of an SVP

7:02 - Why The Attribution of Bank Account Never Lies

14:57: Allocation Your Marketing Budget

23:50 - Turning Influencer Strategy Into A Direct Sale

40:40 - Measuring Your Ad Dollars

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SUBSCRIBE TO MY PODCAST FOR 2X WEEKLY EPISODES!

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Get the best media buying training on the Internet + a free coaching call with Common Thread Collective's media buyers when you sign up for ADmission here: https://bit.ly/3x99lip

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FOLLOW UP WITH ANDREW

X: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://x.com/andrewjfaris

Email: podcast@ajfgrowth.com

Work with Andrew: https://ajfgrowth.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Powerful Thinking for Positive Results