Ep 432: The Funnel is Dead – Introducing the TORNADO 🌪️ with Cherene Aubert from ILIA Beauty

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Welcome to the DTC Podcast, where we dive into the strategies behind some of the most successful direct-to-consumer brands. Today, we’re joined by Cherene Aubert, a seasoned marketing expert with a storied career in beauty and e-commerce. Currently driving growth at ILIA Beauty, Cherene shares insights into scaling a beloved brand post-acquisition, transitioning from a DTC powerhouse to an omnichannel giant.

https://iliabeauty.com

In this episode, Cherene introduces us to the "Tornado Method," which more accurately describers her approach to pulling customers into the brand at various stages rather than simply pushing them through a funnel. She also discusses how ILIA leverages organic growth, innovative offers, and strategic partnerships to maintain a competitive edge in the beauty industry.

Key takeaways:
The importance of organic growth as a foundation for scaling.
Why moving beyond discounts to value-added offers like samples can drive long-term brand loyalty.
The role of creative, customer-centric content in today’s marketing landscape.
Listen in to learn how ILIA Beauty is redefining growth in the ever-evolving world of e-commerce.

Timestamps:
0:00 - Introduction & Cherene's Journey
5:00 - The Tornado Method
11:00 - Scaling with Offer Testing
18:00 - Creativity in Digital Advertising
26:00 - Navigating Headless Commerce

Hashtags:
#DTC #MarketingStrategies #BeautyBrands #EcommerceGrowth #ChereneAubert #ILIABeauty #DigitalAdvertising #OfferTesting #HeadlessCommerce #TornadoMethod

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