SVP of Global Brand Engagement & Communications at Kiehl's, Steven Waldberg, discusses Meta's Threads app, growing up bicultural, and the evolution of social media. He emphasizes the need for brands to embrace culture, creativity, and learning on emerging platforms to connect with consumers globally.
39:11
forum Ask episode
web_stories AI Snips
view_agenda Chapters
auto_awesome Transcript
info_circle Episode notes
volunteer_activism ADVICE
Test New Platforms Early
Get on new platforms early to test and learn rather than waiting for a playbook.
Use community managers to experiment organically and gather learnings before scaling paid efforts.
question_answer ANECDOTE
From France To New York Dream
Steven grew up in France, moved to New York after joining L'Oréal, and chased a long-standing New York dream.
He started at L'Oréal's luxury division and later led global comms for Maybelline in New York.
question_answer ANECDOTE
Leaving And Returning To L'Oréal
Steven left L'Oréal to prove he could work elsewhere and gained luxury experience at Bulgari and Calvin Klein.
After COVID upheaval he returned to L'Oréal to work on Kiehl's for familiarity, diversity, and innovation.
Get the Snipd Podcast app to discover more snips from this episode
In Ep. 92 of Earned, Conor sits down with Steven Waldberg, SVP of Global Brand Engagement & Communications at Top 10-certified skincare brand Kiehl's. Conor and Steven start by diving into Meta's latest app launch—Threads—and Steven shares his thoughts on the platform thus far, explaining why marketers should be there to test and learn. Next, we take a step back and discuss Steven's experience growing up in France with a French father and American mother, and hear how joining L'Oréal after college allowed him to live out his American dream of moving to New York. After many years spent at L'Oréal, Steven shares why he decided to venture into the luxury fashion industry and take on global communication roles at Bulgari and Calvin Klein, before eventually returning to his "home" at L'Oréal. The pair then unpack the evolution of social media and digital marketing, and Steven emphasizes why brands should "be where culture is," and lean into emerging platforms and creators in order to connect with their consumers. Steven also explains why the only way to be successful on new and existing platforms is to go in with curiosity and a willingness to fail. We then explore Kiehl's' approach to global marketing, and the keys to resonating with consumers across markets and cultures. To close the episode, Conor and Steven talk about overcoming their people-pleasing tendencies and the isolating nature of leadership.
In this episode, you will learn:
Why brands need to "be where culture is," and approach new channels and platforms with curiosity and a willingness to fail
Why global brands should establish a framework of "brand truths" that teams in local markets can then adapt to resonate with the local culture and consumers
How to overcome people-pleasing tendencies as a leader
Earned: Unlocking the Power of the Creator Economy