BRIEFING UPDATE

Every Thursday, THE BOARD BRIEFING brings you curated industry insights directly from our experts to your inbox. 

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Karen Hayes

Follow for: Commercial Leadership, International Expansion, Global Marketing Strategy

🎙️“Priority #1 is to make your buyers re-fall in love with the brand each season. Start with a show of momentum, highlighting YoY brand growth and gains in key categories, market share, EMV, etc. For international retailers, demonstrating momentum in your home market is key." Link to full post

Rachel Roberts Mattox

Follow For: Brand Development, Go To Market Strategy, Campaign Development 

🎙️"Consultants are literally cheat codes. Need to make the world's largest slice of cake? Start off by calling the person who made the previous world’s largest slice of cake lol. He’s already done countless tests and can save you weeks worth of work. I really want to drill this point home because I’m a massive believer consultants...Consults are a gift from god, please take advantage of them. In every single freakin task assigned to you, always always always ask yourself first if you can find a consultant to help you." Link to full post

Anna Vale

Follow For: Indie Beauty Brands, Brand Marketing

🎙️“OOH now has so many formats and impacts the social commerce cycle. We now have strong attribution data that supports strategies that was once missing in this category. Some of my proudest moments in recent years has been blending online to offline/Look Up, Look Down and it's so exciting to see how this evolves as the consumer journey gets more and more splintered. ⬇️LOOK DOWN: We are constantly looking down on our phones reading, following the latest social trends, reading reviews, screenshotting a product to later purchase, Whatsapping, texting, filming, seeing ads, being targeted over and over again. ⬆️LOOK UP: What better way to capture their attention than when they are walking through the city, hopping in a taxi, driving down the highway, chilling on a beach..” Link to post

🔦MEMBER SPOTLIGHT: Peter Dick

"Discoverability is the superpower of TikTok Shop, which is key for the cold starters. For bigger players, it’s a new channel that offers scale for incremental business and acquisition they would struggle to achieve elsewhere. When done effectively, you can find your people and productively interact with them, no matter the size of business." - Pete Dick

👉Pete is a seasoned beauty and e-commerce professional with over 10 years of experience working with top brands like Estée Lauder, Tom Ford Beauty, and Burberry Beauty. He played a pivotal role in launching TikTok Shop in the UK, collaborating with prominent brands such as Cult Beauty, Benefit, and Paula's Choice to build communities and create compelling content. In 2024, Pete founded Grant Digital, a consultancy specializing in social commerce and digital scaling for brands worldwide.    

Based: UK Past Lives: Tiktok, Estee Lauder, Apotheca Beauty

  What Pete D. Brings to THE BOARD & can bring to your business:

• TikTok Growth Strategies: Expert insights into leveraging TikTok for brand expansion and community engagement.
• Debunking TikTok Myths: Clarifying misconceptions to help brands effectively navigate TikTok's unique platform.
• Global E-commerce and Digital Growth: Strategies for scaling e-commerce presence and driving digital innovation on a global scale.

Contact THE BOARD to be connected with Pete (and 220 other amazing experts!)

BOARD ROUNDTABLE: BTS of our Member's Discussion of All Things Fashion Week

• Fashion Weeks are shifting focus due to the rise of the creator economy.
• Shows are now leveraging social commerce, using creators who link products directly to consumers.
• This approach drives immediate business rather than just building anticipation for future collections.
• There's a resource limitation affecting brands' ability to continue mass production.
• Sustainability concerns necessitate a new business model focused on community building.
• Brands should facilitate relationships among consumers, not just between the consumer and the company.
• Oscar de la Renta's intimate shows for top customers exemplify adding value through exclusive experiences.

"Oscar de la Renta has actually pulled all press, influencers, celebrities out of their show, and they're just going to the consumer, which I thought was a really interesting thing." - Evan Fox

TRENDING ON TIKTOK: 

The Diddy “Domino Effect” on Brands

“The second you become aware of something that the media or social community might pick up on, prepare a “desk drawer” statement. Before any external stakeholder asks about. Then, (although every situation is different), you might take a reactive posture and only provide a statement in case you are asked for comment by a reporter. That’s what Costco did to push back on allegations that they were Diddy’s go-to for buying baby oil in bulk.”

 Watch this Tiktok from Crisis Communication Expert Jeanne Meyer

Is Skincare for #Ozempic Users the Next Big Thing? 

“This year the GLP-1 market is projected to reach close to $50 Billion…As ‘Ozempic face’ has been linked to a hollowed out appearance, increased lines and wrinkles, and loss of fat leading skin to become loose and sag, it might seem like an ideal product solution for the $50 Billion anti-aging industry that already makes similar claims.”

Watch christine morrison discuss the opportunity and brand pitfalls on TikTok.

Q: WHAT IS A BLUE SKY BRAINSTORM?

A: A one day “BLUE SKY” ideation BRAND STRATEGY SESSION is where our Experts get to the WHY of your company unpack opportunities, or help tackle a specific challenge.

We curate a DREAM TEAM to dig deep, listen to your vision, goals, obstacles, and concerns and collectively WHITE BOARD IDEAS. We come out with a white paper of what your brand requires to move the needle, increase market share, or shift course, and DEVELOP AN ACTION PLAN for our consultants or for your in-house team’s to execute.

Past BLUESKY clients include : FARFETCH , Moda Operandi, Inc , Senté , & Caldera + Lab

Ready to get started? THE BOARD is a vetted community of C-Suite talent from worlds of Fashion, Beauty, Tech and more. Whether your brand needs a 'Dream Team' to create a data-driven roadmap for what's next or an on-call advisor to provide objective feedback on your strategy, THE BOARD has you covered. Subscribe for fresh insights each week!