Cherene Aubert’s Post

Ever had a speaker bail on you last minute? One of our mentors did... and I'm really happy about it. Here’s why: Cherene Aubert, the brilliant growth strategist behind brands like ILIA, Bobbie, and dozens of other consumer startups, agreed to do a workshop with us on May 10. Then, she got a last-minute invite from her son's school for a "Bring Your Mom to School" day, just before Mother's Day. She wisely prioritized her family, and we canceled the workshop that week. This is a reminder: Your work will always be there. Business opportunities will come and go. But being there for the special moments with your kids, siblings, parents, and grandparents? Those moments you can't get back. 🙌🏼 The HAPPY conclusion: Cherene is back on the calendar! We're hosting a workshop with her this Friday at 1pm EST (link in comments). If you work in digital marketing, you don’t want to miss this. She'll be discussing what’s in and what’s out for Customer Acquisition and Retention in 2024. ❤��� TikTok shop affiliates: In.  ☠️ Easy viral vids on TikTok: Out. I hope Cherene’s story taught you a valuable lesson. And I promise, if you join us on Friday, you'll learn a lot more.

"Get people to care, and all the other metrics and KPIs follow." - Cherene Aubert Aside from leading Ecom and Digital at one of the fastest-growing beauty brands in the world, Cherene is also just a good person. LOVE to see her featured in this week's IS TYPING. (link in comments) TY for making this happen, Liz Stack. Cherene, thank you for your friendship and kindness over the years. Ecom needs more like you. 💛

We are back for another How We Buy with Oddit & Heatmap.com 🔥 Join us with Special Guest Cherene Aubert 🐐 -websites will be destroyed and rebuilt! cc: Dylan, Taylor, Shaun! https://lu.ma/pgs6rlmp

If you're trying to find the balance of "Brand" and "Performance" in your business, this post is for you. That's exactly what Cherene, VP of Digital & Ecommerce at ILIA Beauty teaches us today from the latest episode of the operators podcast. Obviously a stronger Brand leads to consistent increases in profit dollar generation year after year after year, but what can you do about it today to take that pie-in-the-sky goal, and turn it into things you can tactically implement today? It comes down to 3 things. Once you’ve defined them, you can start the process of tactically executing on improving them. Here are: 1) The key takeaways and quotes from the video 2) The Summary of the 3 definitions of a strengthening Brand  3) How you can execute on this today ** The Key Takeaways and Quotes ** On measuring the financial strength of your Brand “The thing any business can start measuring today is your organic acquisition engine.” “What is the revenue that you're getting without having to pay for it? While perfect attribution is impossible, resilient revenue is inarguable ”Attribution is such a hard puzzle to solve, it's so difficult. But we literally turned off all of our advertising, and we're still getting customers.” “We very religiously track organic versus paid acquisition. Even though there's all these attribution questions, we at least set a baseline.” On building the ability to grow without having to pay for it “That’s an indicator that you have a Brand that people care about, or that you've built, an organic acquisition engine that can sustain the growth of the business without you having to pay for it.” “You can grow your gross sales by discounting. But sometimes not discounting actually drives a higher net sales at a lower gross sales.” “So it's like, how do you focus on getting full price sales? And what does it mean to actually be a Brand that can convince consumers to pay full price and still grow?” ** In summary: 3 things you can measure today ** 1) The organic acquisition you have 2) How resilient that revenue is 3) Full price revenue as a % of total revenue Don't worry about the ‘right’ number. What’s most actionable is to do 3 things: 1) See how these stats have been trending over the history of your business 2) Allocate as much time, energy, focus and resources on increasing them as you do to your "Performance" activities 3) Hack away at improving those 3 measures