Online to Offline: Translating Brand Messaging Across All Channels
This week, Cassie and Erica chat with Kewanna (Kiki) Donaldson, Senior Manager of Brand and Product Marketing at cult-favorite beauty brand Glossier. In this episode, Kiki shares how the brand is positioning itself in the beauty space 10 years after their launch, how they consistently incorporate a spirit of play into their marketing strategy, their product launch process from ideation to execution, and how Glossier translates its messaging across all channels.
Here's a peek at what we cover in this episode:
[00:02:20] - Kiki walks us through her nonlinear career journey starting in the hospitality space at Marriott, Crunch Fitness, and Loews Hotels, then pivoting into the beauty space at Glossier, and gives her best career advice for someone looking to grow into brand marketing. She then shares how Glossier is positioning their brand in the beauty space 10 years after their launch, how the team at Glossier incorporates a spirit of play into their marketing strategy, and why community is the "magic" of the brand.
[00:09:06] - Kiki shares a behind the scenes look at some of her favorite brand moments like the re-launch of balm dot com, retail store openings, Glossier's You Look Good tour, and their inspiring grant program (currently on year 4!). She also explains how the brand stays consistent across digital, retail, and other IRL touch points.
[00:13:28] - Kiki gives us a peek into Glossier's product marketing strategy, including the product launch process, and shares what's coming up for Glossier (hello, Australia!).
Grab a drink and listen in to this week's Marketing Happy Hour conversation!
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Other episodes you'll enjoy if you enjoyed Kewanna's episode:
A "Friends-First" Approach to Building Brand Community | Payge Taylor of amika
Brand Communications 101 | Kate Haldy of Anthropologie
Product Marketing 101: Your Go-To-Market Toolkit | Jaylen Adams of Rare Beauty
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