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Earned by Tribe Dynamics, Podcast + Video Series

Influencer marketing strategies and success stories from the beauty and fashion brands that do earned media best, providing a roadmap for fellow industry professionals.

Earned Podcast

Strategies and Success Stories From the Best in Beauty + Fashion

Welcome to Earned, an influencer marketing podcast by Tribe Dynamics. In this series, Tribe Dynamics co-founder Conor Begley sits down with esteemed industry leaders, exploring the minds—and marketing strategies—behind the most successful beauty and fashion brands in earned media.

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In each episode, we dive into our guest’s background, as they walk us through the unique—and often unexpected—journey that led them to landing their dream role. We discuss their tried-and-true marketing philosophies and unpack the evolution of brand-consumer relationships in the social media era—and of course, we talk about influencers, sharing insights into the most authentic and effective ways for brands to cultivate impactful influencer communities. Each guest also lends advice to young professionals starting out in the industry, and reveals a few of the key marketing strategies behind their brand’s coveted success, online and off—so be sure to tune in, and take notes!

Earned Podcast

Episode 16: Reuben Carranza, CEO of Kate Somerville

In Episode 16 of Earned, Conor chats with a man who knows the ins and outs of the beauty industry: Reuben Carranza, CEO of Kate Somerville—the influencer-beloved skincare brand that garnered $17M in Earned Media Value (EMV) from January to October 2020, an impressive 77% year-over-year surge. 

Full Episode

Quote_Graphic_Ep16_Reuben_Carranza

Earned Podcast

Episode 15: Toto Haba, SVP of Global Marketing & Communication at Benefit

In our fifteenth episode of Earned, Conor sits down with Toto Haba, SVP of global marketing & communications at Benefit Cosmetics. Check it out to learn what a typical day in Toto's role looks like, how he thinks the influencer space has evolved, and why Benefit Cosmetics is focusing on rising Gen Z content creators!

Full Episode

QuoteGraphic_Ep15_TotoHaba

Earned Podcast

Episode 14: Amanda Baldwin, President of Supergoop!

In Episode 14 of Earned, Conor chats with Amanda Baldwin, president of influencer-favorite sunscreen brand Supergoop! We learn how Amanda, who won “most likely to become a Fortune 500 CEO” at Wharton, went from being an investor on Wall Street to falling in love with the beauty world—an industry she admires for being driven by evolution and innovation. Conor and Amanda also discuss Supergoop!’s marketing strategies and Amanda divulges why she prioritizes the brand’s internal culture as much as external brand operations.Finally, the pair talk influencer marketing, and Amanda shares how Supergoop!’s team values human-to-human relationship building, while also compensating influencers for their work.

Full Episode

Amanda Baldwin Supergoop Influencer Marketing Podcast

Earned Podcast

Episode 13: Michael McNeil, VP of Integrated Marketing at Huda Beauty

In Episode 13 of Earned, Conor sits down with Michael McNeil, VP of Integrated Marketing at Huda Beauty. We learn how Michael, who majored in political science and pre-med at LMU, took a hard left turn after college to get his “PhD in beauty” by joining a then-small cosmetics brand known as Anastasia Beverly Hills. We dive into how Michael and ABH “invented what beauty marketing looks like today,” and learn Michael’s philosophy behind fostering a community of genuine, long-term brand fans. Michael emphasizes the power of embracing your competitors and communicating to consumers in “the language they already speak.” We also hear about Michael’s experience transitioning to (and powering growth for) Huda Beauty, working with brand founder and mega-influencer Huda Kattan, and creating a global brand—with influencers at the forefront. 

Full Episode

Michael McNeil of Huda Beauty talks about his influencer marketing philosophies

Earned Podcast

Episode 12: Riccardo Pozzoli, Entrepreneur, Co-Founder of The Blonde Salad

In Episode 12 of Earned, Conor sits down with the esteemed Riccardo Pozzoli. Once deemed “the man who monetized blogging,” Riccardo co-founded the mega-popular fashion blog The Blonde Salad with fashion icon Chiara Ferragni back in 2009, and has since become an established entrepreneur, investor, marketing adviser, and influencer in his own right.

Full Episode

Riccardo Pozzoli of The Blonde Salad talks about the influencer space

Earned Podcast

Episode 11: David Benayoun and Adam Bohbot, Co-founders of Ana Luisa

In Episode 11 of Earned, Conor chats with David Benayoun and Adam Bohbot, co-founders of fast-growing, carbon neutral jewelry brand Ana Luisa. In the episode, Adam and David reveal their fateful meeting sharing a cab to a nightclub in Shanghai while both attending business school at EMLYON. After pursuing different career paths post-graduation, we learn why the two decided to leverage their complementary skill sets and create Ana Luisa in 2018. They then give insight into Ana Luisa’s unique weekly product drop strategy, and divulge their product co-creation process with influencers—a pillar of the brand’s DNA. We learn more about how the brand’s YouTube strategy powered hyper growth, the inventory planning challenges that resulted, and why Adam and David prioritize influencer partners’ “value fit” over follower count. 

Full Episode

Ana Luisa cofounders David Benayoun and Adam Bohbot, influencer marketing strategies

Earned Podcast

Episode 10: Joe Cloyes, Co-founder and CEO of Youth To The People

In Earned’s 10th episode, Conor sits down with Joe Cloyes, co-founder and CEO of sustainable superfood skincare brand Youth To The People. Inspired by his grandmother, who started her own skincare line as a mother of seven in 1963, Joe and his cousin Greg Gonzalez founded Youth To The People in 2015, and the brand has seen explosive growth since. Joe shares how COVID-19 has shifted the brand’s focus to be “completely digital,” and talks about how YTTP uses its growing social platform to share its voice on all things from skincare to social justice. 

Full Episode

Joe Cloyes, Youth to the People Skincare influencer marketing strategies

Earned Podcast

Episode 9: Aurelian Lis, CEO of Dermalogica

In Episode 9 of Earned, Conor chats with Aurelian Lis, CEO of influencer-favorite skincare brand Dermalogica. Aurelian shares the post-COVID pivots that Dermalogica has made, including the brand’s new Clean Touch Certification program. Aurelian talks about why he believes product along with service leads to consumer loyalty, and finally, we discuss the brand’s education-focused approach to influencer marketing.

Full Episode

Aurelian Lis' influencer marketing strategy at Dermalogica

Earned Podcast

Episode 8: Savannah Sachs, CEO of Tula

Savannah Sachs, CEO of rapidly growing, probiotic-powered skincare line Tula, joins Conor for our eighth episode of Earned. We dive into Savannah’s leadership philosophy, and she reveals why cultivating a “happy, high-performing team” is the key to business success—and her first priority at Tula. We also learn how Tula adapted its marketing and retail strategies in response to COVID-19 to power record sales in April and May. Savannah gives generous insight into Tula’s influencer program, and emphasizes the importance of “high-touch” relationships between brand teams and their influencer partners.

Full Episode

Savannah Sachs, Tula influencer marketing strategy

Earned Podcast

Episode 7: Jamie Starr, Director of Sports Marketing at The North Face

For Episode 7 of Earned, Conor sits down with Jamie Starr, Global Director of Sports Marketing at The North Face. Jamie starts off by sharing where his love of the outdoors originated, growing up in Crested Butte, a small, close-knit community in Colorado’s Rocky Mountains. We learn more about Jamie’s role at The North Face, and how the brand is staying connected with, and supportive of, its team of athlete ambassadors in the face of a pandemic and cultural revolution. To end the episode, Jamie emphasizes how The North Face is using its platform to fight for racial justice and promote more diversity in mountain sports.

Full Episode

Jamie Starr North Face influencer marketing strategy

Earned Podcast

Episode 6: Divya Gugnani, Co-founder and CEO of Wander Beauty

In our sixth Earned episode and second virtual interview, Conor chats with Divya Gugnani, co-founder and CEO of Wander Beauty, a digitally native beauty brand launched in 2015. Divya earned a B.S. at Cornell and an M.B.A. at Harvard, but claims her “hardest degree” was from the French Culinary Institute—though these reflect just a few of the serial entrepreneur’s many impressive endeavors. We dive into Divya’s “accidental” journey to entrepreneurship and the valuable lessons she’s learned along the way, before hearing how a chance encounter with Lindsay Ellingson (Wander Beauty’s co-founder and creative director) at a party led to the brand’s conception. Divya reveals how COVID-19 has forced a shake-up in the Wander Beauty’s “on-the-go” messaging and marketing strategies, and emphasizes the importance of listening to your community in difficult times. And of course, we also get to hear Wander Beauty’s approach to building long-lasting influencer relationships.

Full Episode

Divya Gugnani Wander Beauty Influencer Marketing Strategy

Earned Podcast

Episode 5: Christine Chang & Sarah Lee, Co-founders of Glow Recipe

In Earned’s first remote episode, Conor (virtually) sits down with Sarah Lee and Christine Chang, co-founders of cult-favorite skincare brand Glow Recipe. We dive into Sarah and Christine’s unique backgrounds, as they unpack what they learned growing up across different countries and cultures. Christine and Sarah detail their close-knit co-founder dynamic, and share their 360-degree approach to brand marketing, their personalized and authentic influencer outreach strategy, and their journey to building the Real Glow Gang, a passionate and highly engaged community of skincare—and Glow Recipe—enthusiasts.

Full Episode

Christine Chang and Sarah Lee talk about Glow Recipe's influencer secrets

Earned Podcast

Episode 4: Mehdi Mehdi, Chief Digital Officer at Rare Beauty

In Earned Episode 4, Conor interviews Mehdi Mehdi, chief digital officer at Selena Gomez’s highly anticipated beauty line Rare Beauty, and former VP of Digital at NYX Professional Makeup. Mehdi talks about the importance of understanding your consumer’s perspective and leveraging your influencer community, and shares his most-used marketing strategies, including a thoughtful approach to building long-term influencer relationships.

Full Episode

Mehdi Mehdi of Wander Beauty talks about his influencer marketing philosophies

Earned Podcast

Episode 3: Evelyn Wang, CMO of Milani Cosmetics

In episode 3 of Earned, Conor sits down with Evelyn Wang, CMO of cult-favorite masstige cosmetics brand Milani. We dive into Evelyn’s unexpected path to the beauty industry, beginning with a degree in Psychoanalytic Thought from a Toronto university, to a business degree at USC (with her sights set on the entertainment industry), before an internship at L'Oréal Paris eventually led her to senior leadership positions at major beauty corporations like Estée Lauder and Johnson & Johnson. Evelyn unpacks the transition from working at these large, publicly traded companies, to leading the marketing departments of smaller, independent brands like Wet n Wild, and, since 2018, Milani. We find out her core marketing philosophies, including the importance of a compelling brand story and the necessity of details, plus her thoughts on the influencer marketing space and Milani’s personalized approach to working with content creators. 

Full Episode

Evelyn Wang of Milani Cosmetics talks about her marketing strategies

Earned Podcast

Episode 2: Jordynn Wynn, Co-founder of Insert Name Here

In Episode 2 of Earned, Tribe Dynamics co-founder Conor Begley chats with Jordynn Wynn, co-founder of rising hair extensions brand Insert Name Here (yes, that’s the name!) and marketing director at ColourPop. Raised in a small Montana town, Jordynn reveals how she wound up becoming the first official hire at ColourPop at age 21, and pulls back the curtain on the brand’s humble beginnings. Jordynn also shares why she, alongside former Pepperdine classmate and ColourPop colleague Sharon Pak and entrepreneur Kevin Gould, decided to enter the hair space and found wig, ponytail, and extensions brand Insert Name Here. We unpack how Jordynn’s learnings from ColourPop inform INH’s marketing strategy, and discuss the active role social media influencers have played in the hair brand’s initial success.

Full Episode

Jordynn Wynn of Insert Name Here Hair talks about her brand and influencer strategies

Earned Podcast

Episode 1: Ashton Wall, Director of Performance Marketing at ColourPop

In Episode 1 of Earned, Tribe Dynamics co-founder Conor Begley sits down with Ashton Wall, director of performance marketing at ColourPop, one of today’s hottest beauty brands in earned media. Ashton shares how she landed her “dream job” at ColourPop, revealing her career role models and ride-or-die marketing philosophies. Conor and Ashton also dive into the evolution of brand-consumer relationships in the social media era and the importance of social listening, before Ashton divulges a few of the strategies that rocketed ColourPop to stardom.

Full Episode

Ashton Wall of ColourPop talks about her influencer marketing strategies

Ready to unlock your brand’s influencer marketing potential?

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