In Episode 119 of Earned, Conor sits down with Kyle Leahy, CEO of Glossier—the skin first, makeup second, multi-generational brand. To start, we dive into Kyle’s philosophy to “work hard and be nice to people,” which has guided her through not only her professional career, but her personal life as well. With Glossier closing in on $300M in retail sales, we learn about the strategy behind the rapid growth that has led to the brand’s massive comeback success. Next, we explore how Kyle works with Emily Weiss (Glossier’s founder) to propel the company forward, chasing their 100-year trajectory of becoming a “generation-defining” brand. Kyle speaks to Glossier’s entirely female executive team, and how proud she is to work with such accomplished and driven women with notable experiences at companies such as Conde Nast, L’Oreal, Stripe, Snapped, and Chanel. We discuss what makes Glossier uniquely Glossier, and Kyle shares that the idea of continuity for the brand is what excites her the most. By keeping strategy at the forefront of everything they do, Kyle describes the brand’s employees as a “mosaic of talent” who are empowered to “run in the same direction, to the same north star.” We learn about how Glossier has worked to genuinely meet their community where they’re at, generating immense success with creators. Between growing up on Instagram, their 2.7 billion mentions of “#glossier,” and viral moments on TikTok, Kyle walks us through how Glossier built the muscle to react and respond, organically. Kyle then lets us in on Glossier’s intentions behind the brand’s recent entrance to beauty retail giant Sephora. To close the show, Kyle shares how, as a mom, unique experiences fill her cup while she works to build a world that her little ones will enjoy. In this episode, you will learn: The art of balancing creativity with analytical thinking to foster brand authenticity and community-driven success. The pivotal role of intentional influencer partnerships in creating viral brand moments and genuine audience engagement on platforms like TikTok. The significance of customer-driven decisions in retail expansion and how it can lead to a halo effect on a brand's own channels. Resources: Glossier - https://life.glossier.com/ Connect with the Guest: Kyle’s LinkedIn - https://www.linkedin.com/in/kyle-leahy-7898844/ Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ
Released:
Mar 5, 2024
Format:
Podcast episode
Titles in the series (100)
Welcome to Earned, an influencer marketing podcast by CreatorIQ. In this series, Conor Begley, Chief Strategy Officer at CreatorIQ, sits down with esteemed industry leaders, exploring the minds—and marketing strategies—behind the most successful brands in creator-led marketing.In each episode, we dive into our guest’s background, as they walk us through the unique—and often unexpected—journey that led them to landing their dream role. We discuss their tried-and-true marketing philosophies, and of course, we talk about influencers, sharing best practices for maximizing the power of the Creator Economy and cultivating impactful influencer communities. Each guest also lends advice to young professionals starting out in the industry, and reveals a few of the key marketing strategies behind their brand’s coveted success, online and off—so be sure to tune in, and take notes!
