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ratings:
Length:
35 minutes
Released:
Sep 12, 2023
Format:
Podcast episode

Description

In Ep. 96 of Earned, Conor sits down with Amy Liu, founder and CEO of fast-growing clean beauty brand Tower 28. We dive into Tower 28’s success both online and off, and Amy shares the past investments she’s made that are now paying off. We hear why she believes you have to earn your reputation, and how investing in people and products have fueled much of the beauty brand’s success. Next, we take a step back and learn why Amy was grateful to get laid off from Accenture in her early 20s, because it forced her to evaluate what she wanted to do. Her path led her to USC business school, and then into the beauty industry. After running marketing teams at Smashbox, Kate Somerville, and Josie Maran (where she grew sales 5x in three years), we learn why Amy decided to take time away from her career to focus on family, before going all in on her own brand, Tower 28 Beauty. Amy reveals why she’s happy she waited to found her brand, before explaining why she created the Clean Beauty Summer School, a professional development program designed to accelerate small, BIPOC-owned clean beauty businesses. As we wrap up the show, we discuss Tower 28’s thoughtful, personalized approach to building relationships with relevant creators, and Amy gives her take on where the influencer marketing landscape is headed next. In this episode, you will learn:Why investing in people and high-quality products fueled much of Tower 28 Beauty's successHow Amy's unexpected career trajectory inspired her to launch her own brandTower 28's thoughtful, personalized approach to building relationships with creatorsResources:Tower 28 BeautyConnect with the Guest(s):Amy Liu’s LinkedInConnect with Conor Begley & CreatorIQ:Conor’s LinkedIn - @conormbegleyCreatorIQ LinkedIn - @creatoriqFollow us on social:CreatorIQ YouTube - @TribeDynamicsCreatorIQ Instagram - @creatoriqCreatorIQ TikTok - @creator.iqCreatorIQ Twitter - @CreatorIQ
Released:
Sep 12, 2023
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!