Ep 149: Wildstorming the Beauty Space -- Glamnetic's Head of Growth Margaret Fortner Returns!

DTC Podcast · with Margaret Fortner · November 2, 2021 · 47 min

Summary

Glamnetic's Head of Growth, Margaret Fortner, shares her first-year strategies for scaling a beauty brand that disrupted the false lash market. Learn how Glamnetic leverages unique product technology, refines marketing channels like influencers and new ad platforms, and optimizes bundling strategies with a focus on strong gross margins to achieve rapid growth.

Key takeaways

• Implement smart naming conventions for creative testing to formalize the process and enable better analysis of ad performance.
• Understand the critical role of gross margins in the beauty space compared to CPG, and build strategies that capitalize on higher-margin products.
• Diversify sales channels by strategically launching on Amazon and into traditional retail to expand reach and customer touchpoints.
• Optimize influencer marketing programs by refining platform management and identifying what truly drives conversions.
• Experiment with non-traditional ad channels like TV and podcasts, using a structured testing approach to determine effectiveness.

Themes

Topics covered

Episode description

Subscribe to DTC Newsletter - https://dtcnews.link/signup Today we’re magnetically drawn to past guest Margaret Fortner, head of growth at Glamnetic. You might remember Margaret from our previous Hydrant episode where we laid out her best insights for building a small but mighty growth team in the CPG world. When Glamnetic recruited Margaret she was naturally attracted to the beauty space, the unique product that offered juicy margins and a highly motivated customer base. Glamnetic revolutionized the beauty game and has made quite a splash in the $1.8B False lash market by adding a magnetic eyeliner that allows for superior function, and durability. In this podcast Margaret describes exactly what she’s focused on in her first year as head of growth for Glamnetic including: Formalizing the creative testing process by using smart naming conventions CPG vs Beautry and why gross margins are everything Launching retail and Amazon Refining Glamnetic’s Influencer Platform Testing successfully into TV and Podcast Ads Glamnetic’s Best Bundling strategies and the mechanics of a mystery offer Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Related episodes

• Upsells & Cross-Sells: Increase Revenue Through AOV Optimisation By Nick Trueman— Winning With Shopify Podcast: Ecommerce Growth for Shopify Store Owners
• 329: 3 Things You Must Know Before You Take a Business Loan— The Ecommerce Roadmap
• Get Found in ChatGPT and Claude, Not Just Google: The Content-Led Growth Playbook— eCommerce Fastlane
• #757 -Inside A 9-Figure K-Beauty Brand— Serious Sellers Podcast
• #1085: The five biggest developments in Amazon reselling right now— Silent Sales Machine Radio
• Hint's Refreshed Positioning Taps Into Hydration as a Cultural Movement— Total Retail Talks

Frequently asked about this episode

What does this episode say about dtc strategy?

Implement smart naming conventions for creative testing to formalize the process and enable better analysis of ad performance.

What does this episode say about paid acquisition?

Understand the critical role of gross margins in the beauty space compared to CPG, and build strategies that capitalize on higher-margin products.

What does this episode say about retail & omnichannel?

Diversify sales channels by strategically launching on Amazon and into traditional retail to expand reach and customer touchpoints.

What does this episode say about brand & content?

Optimize influencer marketing programs by refining platform management and identifying what truly drives conversions.

What does this episode say about dtc strategy?

Experiment with non-traditional ad channels like TV and podcasts, using a structured testing approach to determine effectiveness.

Listen

Listen on Apple PodcastsShow website