Tell us about where you work and what you do there.
I’m the Head of Brand Marketing at Petal & Pup. I started my journey with the brand almost three years ago, and was so thrilled to be a foundational member to the leadership team. I’ve had my hand in each department either as a mentor or cheerleader, but Marketing and eCommerce have been my babies. I currently develop strategy and oversee all things creative, brand, and social, really dedicating myself to expanding our global footprint.
How would you describe yourself?
I’m overly enthusiastic about every part of my life. I’m thrilled to spend my days building a brand that I’m super passionate about, and outside of that, (cue Kourtney Kardashian) “just living life.” I’m actually American, and grew up in California, but have decided to make Australia my home. I’m a foodie and have a standing dinner date with my best friends, where I’m on my search for the best dirty martini.
Although world events have stopped me, I’m so passionate about travel and grew up in a Japanese-Italian American household, having a huge love for both cultures. I love being involved in the industry and mentoring those around me. I have the most amazing family, and friends who have become family. I’m an eternal optimist, and I truly think that I do it all and have it all.
What qualities do you think a great marketer needs to have?
I think a marketer needs to be able to manage three constants: data, passion, and change. The last few years have really taught us to be agile but to stay true to your core and your customer!
What do you think has been your biggest professional success so far?
My biggest professional success has been building the team at Petal & Pup. In less than three years, I’ve built our marketing department and was responsible for scoping roles, recruiting, onboarding and mentoring a team of 19, with more to come this year. This roadmap has been a huge part of the brand’s success, as we’ve scaled every single portion of the team, even growing our US brand with people that I talk to daily but haven’t ever been able to meet in real life!
I’m also incredibly proud to be their leader, as I think that I have 19 unique, talented, and business-minded individuals who continue to work together to take the brand to the next level. I find my team one of the most fulfilling aspects of my role, because I want to be THAT manager that helped them continue to level up.
In saying that, the last year has been filled with some of the coolest projects with success that has exceeded every expectation. Planning global events, launching a collection with Georgie Stevenson, onboarding emerging technology — challenges excite me and I’m always ready for the next.
What goals do you have for 2022?
My goals this year really include driving efficiency without sacrificing quality or employee wellness. Our teams within the department are thriving, and we’re all excited to see how we can amplify the voice of the brand through better customer engagement. We want to make sure that the personality and relatability of the brand begins to be shared more regularly. We are our girls’ BIGGEST hype woman, and I want to see more of that translated digitally.
What do you think is the next big trend in eCommerce?
I think that knowing your niche and your customer to the core is going to be the biggest trend. If TikTok has taught us anything, it’s that people want to see what THEY want to see. It’s not just about creative copy or optimized site functionality, it’s really thinking about her with every point of strategy. The most difficult thing is that this isn’t a quantifiable trend, but social commerce has changed the way that we relate to brands and find them.
Name an eCommerce brand you admire and why.
This probably hits really close to home, but I LOVE Rebdolls. Their social presence is vibrant and full of life. They are also setting the tone for fashion with diversity being their cornerstone. They are another brand within the AKA Portfolio, and when I think of IWD — these women are so intelligent, powerful, and supportive. Grisel, Sha, and Ale have all been SUCH great partners, and I really admire them.
Other brands that just really impress me are LSKD and AYR — All Year Round. Both are SO different (activewear vs amazing wardrobe essentials) but they are able to capture such a diverse customer by being authentic and having such a clear brand.
What do you geek out over?
Anything foodie related (Emily Mariko is my girl!) and branding — I love all the little details, a brands tone, and DNA.