Soul & Science: Fast Forward Your Marketing Mind
#25: Trinny London CMO Shira Feuer | How Authenticity Creates Fast Growth
November 7, 2022 · 28 min
Why listen
A CMO who left banking to start as an unpaid intern explains how she helped build a $72m beauty brand.
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In this episode
- Why good products sell themselves through word of mouth
- How to market to women by understanding what they actually want
- How to keep cross-platform content consistent without making it identical
- Why sustainability is no longer a differentiator but a baseline expectation
About this episode
Shira Feuer is the CMO of Trinny London, the social-media driven beauty brand founded by entrepreneur, CEO, and style icon Trinny Woodall that generated $72m by December 2021. For the last four years, Feuer has helped build the global brand and its passionate following, the Trinny Tribe, overseeing revenue growth, customer acquisition and retention, brand and product marketing and prolific, highly engaging digital content. After a career round 1 in banking, which served to establish the Canadian in London (Feuer could tell during the job interview finance wasn’t for her), she started over as an unpaid agency intern, graduating to social media and digital marketing positions at Burberry and Walt Disney.
In this episode you’ll learn:
- Decisions start in the heart but are rationalized in the brain
- To market to women, understand what they want, then meet those needs
- Sell products that are good and worth it because people will talk
- Cross-platform marketing spots don’t have to be twins, but need to be siblings
- Sustainability is quickly moving from hook to table stakes
About Soul & Science: Fast Forward Your Marketing Mind
Soul & Science is an award-winning podcast where marketing’s brightest minds reveal what it takes to build breakthrough brands. Hosted by Jason Harris, each episode explores the balance between brand building (Soul) and business performance (Science).
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