Earned: Unlocking the Power of the Creator Economy

In Episode 45 of Earned, Conor sits down with April Gargiulo, founder and CEO of nutrient-powered luxury skincare brand Vintner’s Daughter. We start the episode by learning why April, whose family owns the renowned Gargiulo Vineyards in Napa Valley, California, applies the same principles of quality and craftsmanship principles at the heart of winemaking to Vintner’s Daughter, as evidenced by the brand’s limited product range. April reveals how her disappointment in product quality from “luxury” skincare brands led her to create Vintner’s Daughter, and explains why she follows her own skincare playbook. We also discuss how April creates a healthy work-life balance, as she shares how her goals are not to build a “scale-and-sale” company, but a brand that positively impacts consumers’ skin and lives. Next, we learn about Vintner’s Daughter’s years-long proprietary product development process, then close the show with April’s philosophies for driving organic word-of-mouth brand awareness.

In Episode 44 of Earned, Conor sits down with Somer Tejwani, VP of Global Marketing at powerhouse beauty brand Too Faced. We start by discussing Somer’s long tenure at Too Faced, and hear how the brand’s great products—and savvy influencer strategy—played major roles in Too Faced’s $1.4B acquisition by Estée Lauder in 2016. We then dive into Too Faced’s influencer marketing playbook, as Somer shares the brand’s authentic approach to influencer collaborations. Switching gears to leadership philosophies, Somer explains why she prioritizes being tuned-in and involved with her team. We also explore Too Faced’s approach to TikTok, and hear how the platform has sparked renewed interest in the brand’s legacy products. Finally, we close the show with Too Faced’s top three influencer marketing strategies, and learn how the brand’s tactics for engaging influencers have evolved over time.

In Episode 43 of Earned, Conor sits down with industry legend Janet Gurwitch—founder and former CEO of Laura Mercier Cosmetics, and operating partner at Advent International. Additionally, Janet has invested in many popular brands, and currently serves on the board of directors for Olaplex, Drybar, and the Houston Astros. We start the episode by discussing Advent’s acquisition of Laura Mercier (along with BareMinerals and Buxom), as Janet shares the unique experience of reacquiring her own brand. We then take a step back to explore Janet’s extensive career in retail, learning how she worked her way up to Executive Vice President of Neiman Marcus, as well as how the then-unprecedented success of indie beauty brand Bobbi Brown inspired her to create Laura Mercier Cosmetics. Next, Janet reveals the qualities she looks for when investing in a brand, and the approach she takes when serving on a brand’s board of directors. We then unpack the factors that contributed to Olaplex’s success, and learn how Janet got involved with the Houston Astros. To close the show, Janet gives advice to aspiring entrepreneurs.

In Episode 42 of Earned, Conor sits down with Robert Zajac, the SVP of Global Brand Marketing & Experience for Hollister, Gilly Hicks, and Social Tourist, with previous experience leading marketing teams at ESPN and Nike. We start the episode by discussing how Robert joined Hollister at the start of the pandemic, and learn how the brand pivoted to digital practically overnight. Robert explains how Hollister’s Gen Z focus lent itself well to the shift, sharing how his obsession with consumer insights helps the brand stay up-to-date with the generation’s rapidly evolving interests. We then switch gears and dive into the power of storytelling, and Robert reveals key techniques for crafting a compelling story from his time at ESPN. Next, we jump into Robert’s career at Nike, and explore the factors contributing to the brand’s longevity, before Robert unpacks the unique challenges and opportunities that come with marketing a celebrity-focused brand. We close the show by hearing about the story behind Social Tourist, the Gen Z brand created with TikTok hall-of-famers Charli and Dixie D’Amelio.

In our first episode of 2022, Conor sits down with Liah Yoo. A powerhouse YouTuber, Liah is the founder and CEO of KraveBeauty, the sustainable beauty brand dedicated to demystifying skincare. We start the episode by hearing where Liah’s interest in beauty came from, and learn why she decided to launch her own YouTube channel in 2011. Liah shares her “trial and error” strategies for expanding her YouTube audience to over one million subscribers, before discussing how she built KraveBeauty’s community by prioritizing stakeholders over shareholders. We then dive into why Liah initially set out to create KraveBeauty, and explore the brand’s mission-driven ethos. To close the show, Liah opens up about some difficult lessons she learned personally and professionally in 2021, and outlines her goals for the new year.

In our 40th episode of Earned, Conor sits down with Aïda Moudachirou-Rébois, SVP, Global CMO of MAC Cosmetics. We start by discussing the current “makeup rebound,” and Aïda shares why she believes the vertical is picking up steam. We then dive into MAC’s community of 13,000 professional makeup artists, and learn how the brand leverages their field insight to inform product development. Aïda speaks to her personal connection to MAC, and emphasizes how inclusivity has been at the forefront of the brand since its inception. We also hear why Aïda prioritized listening and observation when first joining MAC, and explore the brand’s dedication to innovation and building out its digital framework. Finally, Aïda offers a few takeaways from her impressive career journey, and we close the show by diving into MAC’s focus on earned media and commitment to “harnessing the power of community to transform society.”

In Ep. 39 of Earned, Conor sits down with a true industry titan: Susan Kim. Now the CEO of fast-growing, coconut-powered skincare brand Kopari Beauty, Susan previously led the marketing divisions of influencer-favorite brands Huda Beauty and Benefit Cosmetics. We start by learning about Kopari’s focus for 2022, and Susan shares why she’s prioritizing top-of-funnel brand awareness and articulating the brand’s DNA. We then dive into Susan’s global marketing experience at Benefit, hearing how it helped shape her approach to the diverse U.S. market. Next, we discuss Susan’s time at Huda Beauty, and she emphasizes the importance of understanding your community. Circling back to Kopari, Susan reveals the key opportunities that have contributed to the brand’s impressive growth. We explore Kopari’s strategies for driving organic awareness, and Susan explains why brands must build a strong foundation prior to testing out different tactics, before sharing her thoughts on traditional advertising. Finally, we hear about Susan’s authentic leadership style, and close the show by unpacking Kopari’s sustainability-focused rebrand.

In Ep. 38 of Earned, Conor sits down with Angelic Vendette, VP of Marketing at influencer-favorite activewear brand Alo Yoga. We begin by walking through Angelic’s impressive career journey, from her time at Holt Renfrew, to starting and selling her own digital marketing agency, to leading marketing teams at Sephora, Dolby, and Stitch Fix, before landing her dream role at Alo Yoga. We learn what drew Angelic to the brand, and how Alo Yoga’s “highly entrepreneurial” and “purpose-driven” business philosophy spells success on- and offline. Next, we dive into Alo Yoga’s influencer marketing strategies and organic approach to relationship-building—one that’s inspired partnerships with A-list celebrities like Kendall Jenner and Hailey Bieber. We also hear how Alo Yoga unites its community through global events (nearly 90 a month!), and discuss the importance of investing in brand-building—without expecting immediate ROI—to fuel sustainable growth.

In Ep. 37 of Earned, Conor sits down with an expert on brand building and outdoor apparel: Steve Lesnard. Now the Chief Brand Officer at Sephora, Steve previously served as the CMO and Global VP of Product Creation at The North Face, and Global VP and GM of Nike's Running division. We first hear how The North Face adapted its practices and culture to prioritize employee well-being throughout the COVID-19 pandemic. Next, we dive into Steve’s 20-year career at Nike, learning what he believes contributes to the brand’s impressive staying power and how he helped grow the business by 10x. Steve details his experience leading Nike’s Olympic and Running divisions, and unpacks how launching the Nike+ app helped the brand better understand consumer behavior to drive product innovation. We then switch gears to brand collaborations, and Steve explains why the unexpected The North Face x Gucci team-up worked so well. Finally, we discuss influencer marketing via athletes, before closing the show with Steve’s approach to leadership.

In Ep. 36 of Earned, Conor sits down with Sandrine Crener de Schutter, program director at Harvard Business School and expert in all things luxury marketing. We start the episode by diving into the challenges and advantages of online teaching and remote learning, and hear why Sandrine believes virtual instruction can facilitate more individualized learning models for different types of students. Sandrine then shares where her passion for education came from, and describes how she helped rebuild and rebrand the International University of Monaco, which soon ranked among the top MBA programs in Europe. We switch gears to ask Sandrine, a luxury marketing professor at Harvard, what her definition of luxury is, before exploring how prominent cultural differences, and the rise of influencers and social media, have shaped global luxury marketing. Finally, Sandrine offers key insights from her case study on Supreme’s marketing strategy, and we close the show by discussing how brands can break into China—the world’s largest luxury market.