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BRAVE COMMERCE
Disrupting Beauty: Oshiya Savur on Scaling Brands & Finding Consumer Gold
In this episode of BRAVE COMMERCE, Oshiya Savur, Chief Brand and Marketing Officer at Maesa, joins hosts Sarah Hofstetter and Rachel Tipograph for a deep dive into the evolving beauty industry. Oshiya shares Maesa’s unique approach as a beauty incubator, shedding light on how they disrupt declining categories by identifying unmet consumer needs and revitalizing them with scalable, beautifully designed brands.
Oshiya explains Maesa's dual focus on brand incubation and scaling, detailing their strategy of forging exclusive retail partnerships to drive growth while maintaining brand authenticity. By balancing organic marketing efforts with influencer-led content, Maesa navigates the fine line between mass distribution and direct-to-consumer models. This dynamic approach helps them consistently deliver innovative products to market while fostering deep relationships with retailers and consumers alike.
In a personal reflection, Oshiya discusses her professional journey from global corporations like Unilever to leading at Maesa. She emphasizes the importance of hands-on leadership, innovation, and embracing a nimble mindset in a fast-paced industry. Tune in to hear Oshiya’s insights on building brand heat, the future of D2C, and her advice for staying brave in a rapidly changing marketplace.
Key Takeaways:
- Disrupting Declining Categories: How Maesa targets overlooked markets to create innovative, scalable brands.
- Retail Partnerships & Exclusivity: The importance of strong retailer relationships in building successful beauty brands.
- The Role of Influencer Marketing: How Maesa leverages authentic influencer content to drive brand growth and visibility.
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Danone's Linda Bethea on Balancing Purpose and Performance in a Changing CPG World
25:41|In this episode of BRAVE COMMERCE, hosts Sarah Hofstetter, President of Profitero, and Rachel Tipograph, Founder & CEO of MikMak, sit down with Linda Bethea, the Chief Marketing Officer of Danone North America. Linda shares her insights into how Danone’s mission of delivering health through food to as many people as possible aligns with its business growth strategy and certified B Corp status. Drawing from her experience at PepsiCo and Danone, she discusses the importance of leadership development, culture, and her focus on blending performance with purpose.Linda also reveals how Danone stays ahead in a dynamic and competitive CPG landscape by constantly evolving its portfolio to meet consumer demands. From reducing sugar to expanding plant-based offerings, Danone remains committed to sustainability and health-conscious choices. Additionally, Linda touches on exciting brand initiatives like Oikos’ partnership with HBCUs to improve student nutrition and support athletes.As a marketing leader and professor, Linda reflects on how she stays relevant in a rapidly changing industry, engaging with younger generations and embracing digital commerce. She also shares her approach to career bravery, encouraging women to be direct and ask for what they want—whether in the boardroom or beyond.Key Takeaways:Danone's commitment to balancing performance with purpose through its B Corp certification and mission-driven leadership.How Linda’s leadership journey at PepsiCo shaped her holistic understanding of business, from sales to marketing and finance.The impact of Danone’s innovations and partnerships, like the Oikos nutrition program, on community health and brand growth.Sparking Opportunity in Commerce with Michael Kassan: The Power of People, Legacy, and the 3 C's
21:24|In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Michael Kassan, founder and CEO of 3C Ventures, to discuss his dynamic career in the commerce industry. Michael reveals the thought process behind launching 3C Ventures, a company focused on Consulting, Convening, and Co-investing. He explains how these three pillars serve as the foundation of his business, offering insights into where he sees the industry headed and how 3C Ventures will continue to be a driving force at the intersection of marketing, media, and technology.Michael also delves into the importance of human connections and making strategic bets on people. Sharing anecdotes from his career, he emphasizes the value of trusting instinct when identifying talent and why relationships built on trust and transparency are essential for long-term success. Whether it’s finding that "lightning in a jar" in potential hires or maintaining a network of trusted industry leaders, Kassan explains how people remain the core of his business philosophy.Finally, the conversation turns introspective as Michael reflects on his legacy and lessons learned from past leadership decisions. He openly discusses one of his greatest business regrets and how it has shaped his perspective moving forward. With a mix of wisdom and humility, Michael shares what he hopes the industry will say about him in the future and offers advice for the next generation of entrepreneurs navigating the ever-evolving world of commerce.Key Takeaways:The Power of the 3 C's: Michael discusses the creation of 3C Ventures, grounded in the pillars of Consulting, Convening, and Co-investing, and how these principles are shaping his new business ventures.Betting on People: Michael emphasizes the importance of spotting potential in people—what he calls "lightning in a jar"—and how trust, transparency, and talent fuel success.Legacy and Leadership: Reflecting on his career, Michael shares his thoughts on leaving a lasting impact, the lessons learned from past regrets, and how he's guiding the next generation of industry leaders.Collaborative Leadership: A Case Study of Campbell's Omnichannel Success
35:34|BRAVE COMMERCE Live which took place in NYC in May 2024 brought together hundreds of brand leaders to discuss the biggest challenges and opportunities facing the commerce industry and how they could work together to drive growth.Janda Lukin, Chief Marketing Officer at Campbell’s Snacks and Mike Pierson, Chief Customer Officer at Campbell’s Snacks joined BRAVE COMMERCE host Sarah Hofstetter on stage for a conversation about collaboration in the c-suite that drives omnichannel success. They look at this collaboration specifically in light of the recent launch of Campbell’s Snacks’ Goldfish Crisps product.Discover how the iconic Goldfish cracker brand expanded its appeal beyond kids to become a beloved all-family snack. From strategic pivots based on insights to cross-functional partnership between sales and marketing, this conversation delves into the keys to a successful launch. You'll hear about the importance of partnership, alignment on KPIs, and the creative solutions that brought this product to life, including how they overcame challenges in retail and leveraged consumer insights for explosive growth.Listen to this episode and/or find the video of this session here. Key Takeaways:Insight-Driven Innovation: Goldfish capitalized on the insight that nearly 50% of its consumption came from adults, leading to a strategic pivot to expand its audience beyond children.Cross-Functional Collaboration: The success of the Goldfish Crisps launch was fueled by seamless teamwork between sales and marketing, united by common goals and transparent communication.Retail Strategy & Execution: A well-coordinated approach with retail partners, combining in-store displays and digital shelf optimization, was crucial in making the launch one of the brand's most successful to date.Kerry Sullivan of Versed: Scaling Indie Beauty with Big Brand Expertise
24:48|On this episode of BRAVE COMMERCE, hosts Sarah Hofstetter, President of Profitero, and Rachel Tipograph, Founder & CEO of MikMak, sit down with Kerry Sullivan, CEO of Versed. Kerry shares her career journey from leading iconic beauty brands at Neutrogena and Dollar Shave Club to helming Versed, a rising skincare brand. She discusses the unique challenges and opportunities of transitioning from established corporations to a fast-moving indie brand and how her vast experience in beauty commerce gives her a competitive edge.Kerry dives into the differences between managing large, structured organizations and working alongside visionary founders like Katherine Power at Versed. She reflects on the importance of adopting a “scrappy” mindset, leveraging big brand best practices while embracing the agility required to scale emerging brands. Kerry also shares her approach to recruiting for growth-stage companies and the critical role of immersing herself in various aspects of the business, from marketing to warehouse operations.As Kerry discusses the evolving beauty landscape, she emphasizes the importance of authenticity, understanding consumer needs, and balancing new trends with proven business practices. Her insights into modern influencer marketing, the future of TikTok Shop, and global expansion make this a must-listen for anyone interested in the future of beauty brands.Key Takeaways:The power of merging big-brand expertise with indie brand agility to foster growth and innovation.Insights into navigating full-funnel marketing strategies for emerging beauty brands in today’s digital and retail environment.The importance of human touch, authenticity, and strategic risk-taking in building successful beauty brands.Diageo’s Shane O’Rourke on Navigating the Future of Commerce
18:58|In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Shane O’Rourke, Head of Performance Marketing at Diageo, to explore how the global beverage giant is adapting to the unique economic challenges and shifting consumer behaviors in the UK market. Shane shares insights into how Diageo is leveraging technology, personalization, and retail media to remain competitive amidst inflation and the rising trend of premiumization and moderation in the spirits industry.Shane also delves into Diageo’s innovative use of generative AI to drive cost efficiencies, enhance content creation, and gain critical consumer insights. He highlights the UK’s forward-thinking approach to retail media and how it's influencing Diageo's omnichannel strategy. Lastly, Shane reflects on Diageo’s commitment to fostering an inclusive workplace, especially in its efforts to recruit, engage, and retain Gen Z talent, ensuring the company remains vibrant and innovative.Key Takeaways:How Diageo is leveraging generative AI for cost efficiencies and personalized marketing at scale.The importance of retail media in Diageo’s UK strategy and its potential to rival traditional advertising channels.Diageo’s approach to creating a diverse and inclusive workforce, particularly in engaging Gen Z employees.Whirlpool’s Murat Genc on Digital Transformation and Cross-Functional Leadership
25:32|In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Murat Genc, Global Chief Technology and Digital Officer at Whirlpool Corporation. With a career spanning nearly two decades at Procter & Gamble before transitioning to Whirlpool, Genc reflects on the challenges and growth he experienced while shifting from the consumer packaged goods (CPG) sector to the world of durable appliances. He shares how his leadership approach evolved and how his reliance on team collaboration and reverse mentoring has helped him keep his finger on the pulse of the organization.Genc delves into the complexities of marketing products with extended lifecycles, like Whirlpool's iconic KitchenAid mixers, compared to the faster-paced, repeat-purchase models of CPG. He explains how Whirlpool navigates this difference by focusing on the lifetime value of their customers through digital services, subscriptions, and connected technology. Genc also highlights the importance of IoT integration in appliances, giving Whirlpool real-time insights into product usage and consumer behavior to continually refine their product development and marketing strategies.The conversation takes a deeper dive into breaking down silos between marketing, tech, and R&D functions at Whirlpool. Genc shares his thoughts on bridging these gaps, drawing from his experiences at P&G and his philosophy of cross-functional collaboration. As the conversation concludes, Genc opens up about the bravest moment of his life—overcoming a personal health challenge and how it shaped his professional and personal outlook.Key Takeaways:Leadership evolution: From reverse mentoring to navigating a new industry.How IoT and real-time consumer insights shape product innovation at Whirlpool.The importance of breaking down silos between marketing and technology for a holistic business approach.The Art of Brand Building with Tia Mowry and Karima McDaniel of 4U By Tia
27:56|In May, BRAVE COMMERCE brought its community together for an in-person event in NYC, featuring a keynote from celebrity entrepreneur Tia Mowry—best known for her roles in Sister, Sister and The Game—and Karima McDaniel, President of 4U by Tia, a hair care line designed for textured hair.On this special episode, host Rachel Tipograph sits down with Tia and Karima to discuss the inspiration behind 4U by Tia, their strategic partnership with Walmart, and their approach to building a profitable, values-driven brand.Tia’s vision for 4U by Tia stemmed from her personal frustration with the lack of accessible products for textured hair. Embracing the motto “If you don’t see it, be it,” she turned her passion into action. Karima, with her extensive experience in brand marketing, plays a pivotal role in channeling Tia’s passion into a thriving business.Central to their success is a strong sense of community. Tia’s deep connection with her audience, built over years, has been key to their organic social growth. Whether on Instagram, TikTok, or Facebook, the 4U by Tia brand consistently shows up where their fans are.Influencers also gravitate toward the brand, bringing fresh ideas for promotion. Tia and Karima take a thoughtful approach to nurturing long-term partnerships with these influencers, ensuring the relationships go beyond one-off transactions.Listen to this episode and/or find the video of this session here. Key Takeaways:When it comes to partnerships - it’s a relationship - there has to be trustAlign your community your product your messaging to achieve successThe old brand template will not meet the needs of today’s consumerUnpacking CVS Media Exchange's Unique Retail Media Approach with Parbinder Dhariwal
20:48|In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter are joined by Parbinder Dhariwal, VP and GM of CVS Media Exchange (CMX), to explore the distinctive approach CVS takes to the rapidly evolving retail media landscape. Parbinder discusses how CMX leverages CVS's extensive loyalty program to differentiate itself from other retail media networks. With 74 million active ExtraCare members and a vast network of digital and physical touchpoints, CVS is uniquely positioned to deliver personalized and seamless shopping experiences across channels.Parbinder shares insights into how CVS integrates its loyalty data with both on-site and off-site media, ensuring every interaction is measurable and attributing value back to the retailer and its partners. He also discusses the significance of CVS's omnichannel strategy, which is built to meet consumers where they are—whether online or in-store. This conversation delves into the crucial role that loyalty programs play in driving retail media success and how CVS is setting new standards for the industry.Tune in to hear about the future of retail media in a world where cookie deprecation is imminent and data-driven personalization is key. Parbinder offers a deep dive into how CVS is not only keeping up with industry trends but leading the charge in innovation and consumer connectivity.Key Takeaways:Loyalty as a Differentiator: Discover how CVS's ExtraCare program provides a foundation for personalized consumer experiences, driving both digital and physical growth.Omnichannel Engagement: Learn about CVS's approach to blending online and in-store interactions, ensuring that consumers can seamlessly transition between channels.Future of Retail Media: Understand how CVS is preparing for the cookie-less future, focusing on data-driven targeting and measurable attribution in both on-site and off-site media.