Welcome to Showday’s E-commerce Wisdom, a series where we dig into the minds of industry experts to bring you invaluable insights on trending topics. If you're keen on navigating the ever-changing landscape of e-commerce marketing, particularly in the Direct-to-Consumer (D2C) beauty sector, you won’t want to miss today’s conversation.
We had the pleasure of chatting with Katherine-Margaux Longest, the Sr. Director of Growth at OSEA Malibu. Katherine is a seasoned marketing leader who has transitioned from corporate finance to become a cornerstone in the beauty industry. From strategic growth plans to the role of video content and a look into the future, this quick interview will equip you with a new perspective about e-commerce marketing. Dive in!
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Showday: Thank you for joining us today. Before we dive deep into the specifics of D2C growth and marketing, could you share a bit more about your personal journey and the experiences that have shaped your career in e-commerce and the beauty industry?
KML: My career actually began in corporate finance before I attended business school, so I could pivot into marketing. Since then, I’ve worked at a myriad of companies, primarily e-commerce start-ups, each role a stepping stone to help me understand what type of businesses and roles motivate me. It wasn’t until my role at goop, where I received firsthand experience in the beauty industry, that I awakened both a personal and professional passion for clean skincare.
Showday: Over the years, you've gained a wealth of experience in the e-commerce and D2C spaces. Can you share which growth strategies you've found particularly effective, and perhaps a brief anecdote about when one of these strategies proved especially impactful?
KML: For me, it always comes back to creative and analytics. You can’t have one without the other if you want to grow rapidly. A strong creative team that understands DTC marketing is so important, so you can easily test and adapt creative for your various channels. But you also need a curious analytics resource that will not only dig into the data to determine the success drivers, but also shed light into the more nuanced “why”. I’ve seen this work best in practice when your creative & media buying teams work closely together and have autonomy to test “wild ideas” without having to adhere too strictly to stringent brand guidelines.
"A strong creative team that understands DTC marketing is so important, so you can easily test and adapt creative for your various channels."
Showday: The D2C beauty space is constantly evolving. Based on your observations and insights, where do you see the industry heading in the next 3-5 years? Are there any marketing tactics that you believe will play a pivotal role in the future of D2C beauty marketing?
KML: I recently was having this discussion with some peers and it just feels like DTC as a channel is having a bit of an identity crisis. The big DTC winners from the past 5 years are suffering and everyone is rushing back to the drawing board. DTC marketing was built on chasing that lowest CPA and forgot some fundamental marketing tenets along the way. So when I look 3-5 years in the future, I think the biggest winners will go back to the basics and embrace traditional brand marketing pillars, but figure out how to marry them with the rapid results from digital marketing. We’re already seeing this concept with QVC-style videos reemerging in the digital world through live selling.
—-
A big thank you to Katherine for sharing her e-commerce marketing insights and predictions with us. In a digital landscape where old is becoming new again, merging traditional brand marketing with contemporary digital strategies is showing to be the winning formula for the coming years.
If you're aiming to level up your e-commerce marketing game, follow us on Linkedin to be the first to hear about new "E-commerce Wisdom Interviews." If you'd like to take advantage of "QVC-style videos" that are shoppable and can be added to your website, don't hesitate to download Showday on the Shopify App store or book a demo with the team.
Welcome to Showday’s E-commerce Wisdom, a series where we dig into the minds of industry experts to bring you invaluable insights on trending topics. If you're keen on navigating the ever-changing landscape of e-commerce marketing, particularly in the Direct-to-Consumer (D2C) beauty sector, you won’t want to miss today’s conversation.
We had the pleasure of chatting with Katherine-Margaux Longest, the Sr. Director of Growth at OSEA Malibu. Katherine is a seasoned marketing leader who has transitioned from corporate finance to become a cornerstone in the beauty industry. From strategic growth plans to the role of video content and a look into the future, this quick interview will equip you with a new perspective about e-commerce marketing. Dive in!
—
Showday: Thank you for joining us today. Before we dive deep into the specifics of D2C growth and marketing, could you share a bit more about your personal journey and the experiences that have shaped your career in e-commerce and the beauty industry?
KML: My career actually began in corporate finance before I attended business school, so I could pivot into marketing. Since then, I’ve worked at a myriad of companies, primarily e-commerce start-ups, each role a stepping stone to help me understand what type of businesses and roles motivate me. It wasn’t until my role at goop, where I received firsthand experience in the beauty industry, that I awakened both a personal and professional passion for clean skincare.
Showday: Over the years, you've gained a wealth of experience in the e-commerce and D2C spaces. Can you share which growth strategies you've found particularly effective, and perhaps a brief anecdote about when one of these strategies proved especially impactful?
KML: For me, it always comes back to creative and analytics. You can’t have one without the other if you want to grow rapidly. A strong creative team that understands DTC marketing is so important, so you can easily test and adapt creative for your various channels. But you also need a curious analytics resource that will not only dig into the data to determine the success drivers, but also shed light into the more nuanced “why”. I’ve seen this work best in practice when your creative & media buying teams work closely together and have autonomy to test “wild ideas” without having to adhere too strictly to stringent brand guidelines.
"A strong creative team that understands DTC marketing is so important, so you can easily test and adapt creative for your various channels."
Showday: The D2C beauty space is constantly evolving. Based on your observations and insights, where do you see the industry heading in the next 3-5 years? Are there any marketing tactics that you believe will play a pivotal role in the future of D2C beauty marketing?
KML: I recently was having this discussion with some peers and it just feels like DTC as a channel is having a bit of an identity crisis. The big DTC winners from the past 5 years are suffering and everyone is rushing back to the drawing board. DTC marketing was built on chasing that lowest CPA and forgot some fundamental marketing tenets along the way. So when I look 3-5 years in the future, I think the biggest winners will go back to the basics and embrace traditional brand marketing pillars, but figure out how to marry them with the rapid results from digital marketing. We’re already seeing this concept with QVC-style videos reemerging in the digital world through live selling.
—-
A big thank you to Katherine for sharing her e-commerce marketing insights and predictions with us. In a digital landscape where old is becoming new again, merging traditional brand marketing with contemporary digital strategies is showing to be the winning formula for the coming years.
If you're aiming to level up your e-commerce marketing game, follow us on Linkedin to be the first to hear about new "E-commerce Wisdom Interviews." If you'd like to take advantage of "QVC-style videos" that are shoppable and can be added to your website, don't hesitate to download Showday on the Shopify App store or book a demo with the team.
Welcome to Showday’s E-commerce Wisdom, a series where we dig into the minds of industry experts to bring you invaluable insights on trending topics. If you're keen on navigating the ever-changing landscape of e-commerce marketing, particularly in the Direct-to-Consumer (D2C) beauty sector, you won’t want to miss today’s conversation.
We had the pleasure of chatting with Katherine-Margaux Longest, the Sr. Director of Growth at OSEA Malibu. Katherine is a seasoned marketing leader who has transitioned from corporate finance to become a cornerstone in the beauty industry. From strategic growth plans to the role of video content and a look into the future, this quick interview will equip you with a new perspective about e-commerce marketing. Dive in!
—
Showday: Thank you for joining us today. Before we dive deep into the specifics of D2C growth and marketing, could you share a bit more about your personal journey and the experiences that have shaped your career in e-commerce and the beauty industry?
KML: My career actually began in corporate finance before I attended business school, so I could pivot into marketing. Since then, I’ve worked at a myriad of companies, primarily e-commerce start-ups, each role a stepping stone to help me understand what type of businesses and roles motivate me. It wasn’t until my role at goop, where I received firsthand experience in the beauty industry, that I awakened both a personal and professional passion for clean skincare.
Showday: Over the years, you've gained a wealth of experience in the e-commerce and D2C spaces. Can you share which growth strategies you've found particularly effective, and perhaps a brief anecdote about when one of these strategies proved especially impactful?
KML: For me, it always comes back to creative and analytics. You can’t have one without the other if you want to grow rapidly. A strong creative team that understands DTC marketing is so important, so you can easily test and adapt creative for your various channels. But you also need a curious analytics resource that will not only dig into the data to determine the success drivers, but also shed light into the more nuanced “why”. I’ve seen this work best in practice when your creative & media buying teams work closely together and have autonomy to test “wild ideas” without having to adhere too strictly to stringent brand guidelines.
"A strong creative team that understands DTC marketing is so important, so you can easily test and adapt creative for your various channels."
Showday: The D2C beauty space is constantly evolving. Based on your observations and insights, where do you see the industry heading in the next 3-5 years? Are there any marketing tactics that you believe will play a pivotal role in the future of D2C beauty marketing?
KML: I recently was having this discussion with some peers and it just feels like DTC as a channel is having a bit of an identity crisis. The big DTC winners from the past 5 years are suffering and everyone is rushing back to the drawing board. DTC marketing was built on chasing that lowest CPA and forgot some fundamental marketing tenets along the way. So when I look 3-5 years in the future, I think the biggest winners will go back to the basics and embrace traditional brand marketing pillars, but figure out how to marry them with the rapid results from digital marketing. We’re already seeing this concept with QVC-style videos reemerging in the digital world through live selling.
—-
A big thank you to Katherine for sharing her e-commerce marketing insights and predictions with us. In a digital landscape where old is becoming new again, merging traditional brand marketing with contemporary digital strategies is showing to be the winning formula for the coming years.
If you're aiming to level up your e-commerce marketing game, follow us on Linkedin to be the first to hear about new "E-commerce Wisdom Interviews." If you'd like to take advantage of "QVC-style videos" that are shoppable and can be added to your website, don't hesitate to download Showday on the Shopify App store or book a demo with the team.