In this episode of Mastering eCommerce Marketing, host Eitan Koter welcomes Breanna Greenberg, the VP of Marketing at Stratia Skincare. Breanna has been in the beauty industry for over a decade, working with both big brands and startups, and she shares her journey from starting as one of the first social media managers to leading marketing at a fast-growing skincare company.
Throughout the episode, Eitan and Breanna talk about the changing world of digital marketing, especially in the beauty and skincare space. Breanna explains how Stratia Skincare focuses on educating customers about their skin and staying transparent with their product formulations, instead of just following trends. She also highlights how video content, especially on platforms like TikTok, plays a big role in building customer trust and engagement.
One of the key takeaways is how Breanna’s team at Stratia uses employee-driven content and live TikTok events to connect with their audience in a real and authentic way. Breanna also shares how testing new digital tools and platforms early on has helped them stay ahead in a rapidly changing market.
The conversation touches on the balance between new customer acquisition and retention, and how Breanna views marketing as ultimately about driving sales. Plus, listeners will get a peek into her work-life balance and some of the unique hobbies she enjoys outside of work. It’s a laid-back, insightful chat with a lot of useful lessons for anyone in marketing or eCommerce.
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LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/
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Guest: Breanna Greenberg, Head of Marketing, Social Media and E-commerce for Stratia Skincare
LinkedIn: https://www.linkedin.com/in/breannagreenberg/
Stratia Skincare: https://www.linkedin.com/company/stratia-skincare/
Watch the full Youtube video here:
Takeaways:
- Video is incredibly important in the beauty industry, especially for color cosmetics and skincare, as it allows customers to see immediate transformations and experience the product.
- Authenticity and transparency are key in messaging, focusing on educating customers and providing them with the facts rather than using gimmicks.
- Working in startups offers opportunities for high growth and expertise in a specific niche, while corporates provide specialized training and resources.
- Finding a work-life balance is essential for personal fulfillment and can actually make you more efficient and productive in your work.
- Being open to innovation and experimentation is crucial in marketing, as it allows you to stay ahead of trends and discover new opportunities for growth.
Chapters:
00:00 Introduction and Background
08:37 The Evolution of Digital Media
14:48 Messaging: Features vs. Values
19:38 Innovation and Experimentation in Marketing
26:33 Startups vs. Corporates
30:23 Work-Life Balance
35:52 Conclusion and Final Thoughts
