Above The Fold

This week on After Hours x Above the Fold, I sat down with CX specialist and Midwest dad extraordinaire, Larry Thoma.We got into what great CX looks like after the checkout page, how brands can use returns to build trust (not just process refunds), and why “dishwasher safe” is not a real instruction. Larry’s worked with brands like Yeti, Caraway, and See’s Candy, so he’s got receipts (and hot takes!).We talked about email touchpoints, refund timing, customer segmentation, and the wild world of return policies (Marine Layer, we’re looking at you). Plus, Larry’s take on what actually makes someone a loyal customer is one you’ll want to steal.If you’re in retention, CX, or just trying to stop losing customers in the post-purchase void, you’ll want to catch this one.🎧 Listen in for insights on retention, returns, and how to stop leaving money (and trust) on the table.📲 Follow Larry:Instagram: @lthoma1LinkedIn: linkedin.com/in/larrythoma/📲 Check out parcelLab:: Website: parcellab.com/ Instagram: @parcellab👋 Enjoying Above the Fold?Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!Connect with Jess on:LinkedIn: linkedin.com/in/jess-cervellonTwitter: x.com/jesscervellonInstagram: instagram.com/jess.cervellon

✨ In this episode of Above the Fold, I sat down with Keri McGee, CMO of Attentive and a cx-to-marketing powerhouse, to talk about why good customer experience isn’t enough anymore—and what today’s best brands are doing to actually stand out. 📱💡📊 The real reason 97% of brand messaging still looks like 2013📦 How brands like UGG and OLLY are making omnichannel work—for real🤖 Why AI isn’t the enemy (and how it’s already outwriting your content calendar)📈 What orchestration looks like beyond just SMS and email🧠 How to use data smarter—even if you’re just getting started🛍️ What customer experience looks like in a mobile-first, AI-powered, “I want it now” world👉 Hit play for insights on personalization, retention, and what modern lifecycle marketing requires in 2025.📲 Follow Keri: LinkedIn: linkedin.com/in/keri-mcghee/📲 Check out Attentive: Website: attentive.com Instagram: @attentivehq✨ Want More Like This?Subscribe for more founder stories, marketing insights, and behind-the-scenes action in the world of CPG, brand strategy, and customer experience!About Sunday PostcardsEnjoying the show? Keep the insights flowing by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies to help you unlock brand success. Subscribe at www.sundaypostcards.co and join the community.👋 Connect with Jess: • LinkedIn: linkedin.com/in/jess-cervellon  • Twitter: x.com/jesscervellon  • Instagram: instagram.com/jess.cervellon 👍 Like, comment, and subscribe for more insights on brand-building, customer experience, and business growth!#AboveTheFoldPodcast #CXStrategy #LifecycleMarketing #CustomerExperience #MarketingAI #BrandGrowth #RetentionMarketing #Attentive #SMSMarketing #MarketingPodcast #AICustomerExperience

This week, I sat down with the brilliant (and brilliantly humble) Jim Lee—President of Crunch Labs—to talk about what it really takes to build a brand that doesn’t just go viral, but sticks.We cover creator-led growth, product design that drives retention, the future of STEM education, and why customer experience starts way before someone hits “buy.”Plus, Jim shares how Crunch Labs turns YouTube magic into meaningful learning for kids (think: flywheels, diplomas, and a robot that teaches you to code), what it’s like working with Mark Rober, and why they’re building a free science curriculum that could change classrooms across the country.If you’re building a subscription brand, running CX, or just trying to connect your content to your customer—this episode is full of takeaways you can actually run with.🎧 Listen now for tips on retention, product storytelling, and why real brand magic happens after the unboxing📲 Follow Jim:LinkedIn: linkedin.com/in/jimelee/Instagram: @jim.e.lee📲 Follow CrunchLabs:Website: crunchlabs.com Instagram: @crunchlabs👋 Enjoying Above the Fold?Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!Connect with Jess on:LinkedIn: linkedin.com/in/jess-cervellonTwitter: x.com/jesscervellonInstagram: instagram.com/jess.cervellon

This week, I sat down with two of the sharpest minds in the retention and CX space to talk about what really drives long-term loyalty—especially in the skincare and wellness world.We get into subscriptions, lifecycle marketing, cancelation logic, and why the prettiest packaging in the world won’t save you from bad UX. AJ shares how U Beauty builds obsession-worthy routines (with zero fluff) and Nikki breaks down why your “other” cancel reason is a goldmine of insight.If you’re building a brand with high repeat potential, scaling retention ops, or just tired of running in circles with your post-purchase strategy—this one’s a must-listen.🎧 Listen now on flexible CX, smarter subs, and retention that actually hits.📲 Follow Nikki:LinkedIn: linkedin.com/in/nikkitooman/Instagram: @nikkdoll📲 Follow AJ:LinkedIn: linkedin.com/in/aj-patel-ecommerce/📲 Follow U Beauty:Website: ubeauty.comInstagram: @ubeauty 📲 Follow Sticky Digital:Website: stickydigital.ioInstagram: @stickydigital📢 Big shoutout to Recharge for letting us run wild at ChargeX for this episode!👋 Enjoying Above the Fold?Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!Connect with Jess on:LinkedIn: linkedin.com/in/jess-cervellonTwitter: x.com/jesscervellonInstagram: instagram.com/jess.cervellon

This week on After Hours, I caught up with Nate Rosen—founder of Express Checkout and snack industry insider—to talk about what’s really going on in CPG right now.We get into what’s changing with funding, why retail isn’t a guaranteed win, and what makes or breaks a brand in today’s market. Nate shares honest takes on hydration hype, TikTok Shop chaos, and the difference between creators who build legit brands vs. those just slapping their name on a label.Plus, we unpack what makes a good modern retail brand (hint: it’s not just pretty packaging) and why knowing your margins is still the most underrated skill in CPG.If you’re building a product, running a brand, or trying to stay ahead of the trends in food, wellness, and consumer behavior, this convo is packed with insight you can actually use.🎧 Listen now for takes on product-market fit, retail strategy, and why not everyone needs to start a brand.📲 Follow Nate:Instagram: @nate__rosenLinkedIn: linkedin.com/in/nathaniel-rosen/📲 Follow Express Checkout:Instagram: @expresscheckoutLinkedIn: linkedin.com/company/express-checkout-news/Website: expresscheckout.substack.com👋 Enjoying Above the Fold?Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!Connect with Jess on:LinkedIn: linkedin.com/in/jess-cervellonTwitter: x.com/jesscervellonInstagram: instagram.com/jess.cervellon

This week, I sat down with two of my favorite entrepreneurial baddies, Sara and Chloe of Tippy Type—a product built for nail girlies and typers everywhere.We talked about how they turned a scrappy prototype into a viral business, why they skipped paid ads entirely, and how listening to their community (and yes, even the trolls) shaped every product decision they’ve made. We also get into the unglamorous side of brand building: burnout, spreadsheet marathons, and what it really takes to run a company with your bestie and not lose your mind.If you’re building a product, dreaming up your own brand, or just love hearing how chaos can turn into a cult hit, this episode’s for you.🎧 Listen now to learn how Tippy Type became the keyboard cover for long nails—and why slow growth might actually be your secret weapon.📲 Follow Sara:Instagram: @sarayoungwangLinkedIn: linkedin.com/in/youngsara/📲 Follow Chloe:Instagram: @wheretocloLinkedIn: linkedin.com/in/chloe-mae/📲 Follow Tippy Type:Instagram: @tippytype.coTikTok: @tippytypeWebsite: https://tippytype.co/👋 Enjoying Above the Fold?Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!Connect with Jess on:LinkedIn: linkedin.com/in/jess-cervellonTwitter: x.com/jesscervellonInstagram: instagram.com/jess.cervellon

This week, I sat down with Nichelle Mesa, CX Manager at Girlfriend Collective, to talk about what it really looks like to build a small but powerful customer experience team that’s got more heart than headcount.We cover what makes Girlfriend’s CX team so effective (spoiler: it’s not macros or AI), why empathy still matters, and how being in the queue isn’t a sign of bad leadership — it’s a flex. Nichelle shares how she approaches feedback loops, retention strategy, and yes, the iconic customer who once wrote, “I love you. I’m drunk. Bye.” CX gold.If you’re leading a team, trying to level-up your retention, or figuring out how actually to make customer support feel human again, this episode’s got plenty to pull from.🎧 Listen now to learn why small teams slay, how to build loyalty that sticks, and why your CX squad might be the secret sauce to your brand’s longevity.📲 Follow Nichelle:Instagram: @butwithan.nLinkedIn: linkedin.com/in/nnmesa/📲 Follow Girlfriend CollectiveInstagram: @girlfriendWebsite: girlfriend.com👋 Enjoying Above the Fold?Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!Connect with Jess on:LinkedIn: linkedin.com/in/jess-cervellonTwitter: x.com/jesscervellonInstagram: instagram.com/jess.cervellon

This week, I sat down with my friend Reid Litman, Global Consulting Director at Ogilvy, to talk about what it actually means to build trust with Gen Z—and why most brands are doing it wrong.We cover creator-led brands, the evolution of retail strategy, loyalty programs that don’t suck, and why “authenticity” has officially lost all meaning. Reid shares what he’s seeing on the agency side, from legacy brands trying to stay relevant to new ones trying not to embarrass themselves.Plus, we get into why A24’s membership model works, what Feastables learned moving from DTC to retail, and how YouTube is quietly becoming the new cable box. If you’re working in brand, marketing, or just trying to keep up with the next generation of buyers, this episode is full of insights you’ll actually use.🎧 Listen now for takes on Gen Z, trust, and why the best brands don’t just talk the talk—they build a community that lasts.📲 Follow Reid:Instagram: @reidjlitmanLinkedIn: linkedin.com/in/reidlitman/📲 Follow OgilvyInstagram: @ogilvyWebsite: ogilvy.com👋 Enjoying Above the Fold?Keep the insights coming by subscribing to my newsletter, Sunday Postcards. Each week, I share tips, stories, and strategies that help you unlock the secrets to brand success. Written from my experience in the marketing world, it’s your go-to source for staying ahead of the curve. Subscribe at www.sundaypostcards.co and join the community!Connect with Jess on:LinkedIn: linkedin.com/in/jess-cervellonTwitter: x.com/jesscervellonInstagram: instagram.com/jess.cervellon

Patrick Johnson, an engineer and brand builder, shares his unfiltered insights into the evolving landscape of e-commerce. He critiques the oversaturation and sameness plaguing DTC brands, emphasizing the need for true personalization and authentic engagement. Patrick discusses how AI is reshaping creativity in marketing, often to the detriment of originality. He also highlights the importance of genuine community building and understanding customer motivations, while reminding brands that bundling without strategy is merely 'vibes'.

Lauren Schorr, director of CX at Nestig, shares insights on embedding customer experience within a brand's DNA. She discusses why Nestig prioritized a CX role from the onset, revealing their journey in evolving from cribs to children's furniture. Topics include the importance of personalized customer feedback, the innovative use of digital tools to enhance engagement, and strategies for fostering long-term customer loyalty in a competitive market. Whether you're building a CX team or seeking growth in this field, Lauren's actionable tips are invaluable!