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 brainTo market to women, understand what they want, then meet those needsSell products that are good and worth it because people will talkCross-platform marketing spots don’t have to be twins, but need to be siblingsSustainability is quickly moving from hook to table stakesBrought to you by Mekanism.