In this episode of the Omnichannel Marketer, host Kait Stephens interviews Jared Grawrock, Head of Lifecycle & Retention Marketing at goodr.

Jared shares his journey from dabbling in early social media and email marketing to leading retention strategy at one of the most beloved sunglass brands in the country. He discusses what it truly means to be "customer obsessed," how goodr balances DTC and omnichannel growth, and why building deep brand loyalty from day one is the single most powerful growth lever a brand can have.

The conversation dives into how goodr uses data, AI, and a relentless focus on the "why" behind customer behavior to build lifecycle programs that actually resonate, and why word-of-mouth still reigns as their number one acquisition channel after a decade in business.

TAKEAWAYS:

• Good lifecycle and retention marketing starts with asking "why" – why did they buy, why did they come back, and why does one cohort outperform another.
• Retention and acquisition are not competing priorities; they are complementary levers that must be balanced together.
• goodr actively embraces omnichannel growth, building strategies to serve customers wherever they want to shop, whether DTC, Amazon, or retail partners like REI.
• Using Brij inserts in Amazon orders has been a key tactic for identifying anonymous customers and bringing them into goodr's owned ecosystem.
• The brand's highest-retention cohort traces back to its earliest days, when the CEO handed out sunglasses from the trunk of his car.
• Word-of-mouth remains goodr's number one acquisition channel, even after ten years of growth across paid and owned channels.
• AI is accelerating Jared's ability to analyze data and surface insights, including parsing nearly 10,000 open-ended loyalty survey responses in a fraction of the time.
• AI will improve product recommendations and shorten the consideration phase, but it cannot replicate the emotional experience of a purchase that just feels right.
• SMS is one of the most underrated lifecycle channels: powerful when done right, but easy to get wrong.
• The biggest mistake brands make in retention is treating customers as generic segments.

Where to find Jared Grawrock:

LinkedIn: https://www.linkedin.com/in/jared-grawrock-57124a7/

Website: https://goodr.com/

Where to find Kait Stephens:

LinkedIn: https://www.linkedin.com/in/kait-margraf-stephens/

Website: www.brij.it

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In this episode of the Omnichannel Marketer, host Kait Stephens interviews Danielle Nicoll, SVP of Marketing at Cann.

Danielle shares her journey from the entertainment industry to leading marketing for Cann, a pioneer in the THC microdose beverage category. She discusses the challenges and strategies of marketing a highly regulated product, the importance of building a strong community, and how Cann leverages creator partnerships and omnichannel distribution to drive trial and brand awareness.

The conversation highlights the power of word-of-mouth marketing, the role of AI in understanding customer demographics, and the value of trusting your instincts when making bold marketing bets.

TAKEAWAYS:

- Cann is a THC microdose beverage positioned as an alcohol alternative for social drinking.

- Marketing, regardless of the product, is fundamentally about capturing attention and creating FOMO.

- Driving trial is crucial for new categories; sampling and word-of-mouth are strong growth levers for Cann.

- Cann utilizes a strategic omnichannel approach, pushing D2C customers to retail locations to boost velocity.

- Navigating a highly regulated industry requires creative marketing, heavily relying on creators, influencers, and local events.

- Building a brand that feels like a friend fosters strong community engagement and loyalty.

- AI tools are valuable for analyzing customer demographics and tailoring creative content to specific audiences.

- Trusting your instincts over over-analyzing data can lead to successful, bold marketing moments, like Cann's viral collaboration with Bethany Frankel.

- The future of the THC beverage category points toward mainstream availability, pending legislation.

- Affiliate marketing platforms, like ShopMy, are powerful tools for driving growth and monetizing creator content.

Where to find Danielle Nicoll:

LinkedIn: https://www.linkedin.com/in/danielleanicoll/

​Website: https://drinkcann.com/

Where to find Kait Stephens:

LinkedIn: https://www.linkedin.com/in/kait-margraf-stephens/

Website: www.brij.it

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www.theomnichannelmarketer.com

In this episode of the Omnichannel Marketer, host Kait Stephens interviews Aliett Buttelman, co-founder of Fazit Beauty.

Aliett shares her unique journey from fashion modeling to entrepreneurship, detailing the creation of innovative makeup patches and the brand's rapid growth through strategic channel expansion and social media marketing.

The conversation highlights the impact of viral moments, such as the Taylor Swift effect, and discusses the importance of supporting female founders in the beauty industry.

TAKEAWAYS:

‍
- Aliett’s background in modeling provided her with insights into the beauty industry.

- The launch of makeup patches disrupted traditional beauty application methods.

- Social media, particularly TikTok, played a crucial role in brand awareness.

- Diversifying marketing strategies is essential in response to platform changes.

- The Taylor Swift effect significantly boosted brand visibility and sales.

- Retail partnerships are tailored to meet different customer demographics.

- Community engagement is vital for brand loyalty and growth.

- Female founders face unique challenges in securing investment.

- Innovative product development is key to staying relevant in the beauty market.

- Maintaining a startup mentality helps in adapting to market changes.

Where to find Aliett Buttelman:
Linkedin: https://www.linkedin.com/in/aliett-buttelman-9a662312b/
​Website: https://letsfazit.com/

Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it

SUBSCRIBE TO THE OMNICHANNEL MARKETER
www.theomnichannelmarketer.com