Lillie is an advisor, operator and strategist for best-in-class DTC brands and tech companies. She specializes in helping brands optimize their existing growth channels while simultaneously identifying new acquisition channels to test. Her goal is to make sure you can scale profitably and sustainably, all while keeping brand integrity at the center of everything.
As an expert in your space, can you share one small but actionable tip for brands?
SMS marketing is consistently one of the highest performing channels for all brands I work with. Even if you don't have the capacity to build out a full funnel strategy yet, start collecting phone numbers and growing your list. Send campaigns to your email list and get them to sign up for SMS that way when you're ready to launch, you already have a group of customers to send your first text message campaign to!
Who’s your current brand crush, and what do you love about them?
My current DTC brand crush is Bloom Supplements (@bloomsupps), a greens and protein brand by fitness influencer Mari Llewellyn. Three reasons why I love them: 1) The brand feels authentic. Influencer-owned brands can often come across as staged but Mari does an insanely great job at being relatable and approachable with her community by putting her personal journey at the forefront of her brand. 2) They're dominating TikTok through seamless placements in influencer videos. Every few videos I scroll through, I see Bloom —whether it's a morning routine, gym get ready with me or Sunday reset, and of course it would be on my feed, I'm their target customer. 3) They provide entertaining and engaging content. I have notifications turned on for Bloom on IG because of how much I love their content. They showcase recipes, health and wellness tips, and behind-the-scenes content.
How should someone approach you about working together?
Email is the best way to reach me! I'm currently open to email marketing, sms marketing, new product launch, and website CRO projects.
What’s your favorite data point to dive into? Why?
My favorite metric to dive into is repeat rate. I look for brands that have repeat customer rates around 45-60%. To me, seeing a healthy repeat rate means three things: 1) You have a good product, and people are seeing its value and using it for its intended purpose. 2) You have implemented retention marketing efforts, whether it be through email flows, cross-selling, building community—you're making it easy for them to come back. 3) You can afford to take a few risks in acquisition and run growth tests because you know that after you acquire customers, they won't all churn right away. Being able to run growth tests is the only way you can continue to scale top-line revenue