Grace runs a digital marketing consultancy specializing in omnichannel strategies for consumer brands from large-scale corporate to very early-stage. She founded and run The Gen Z Board of Directors, a monthly insights session, now in 4th year. She believes in three main philosophies: (1) All marketing is connected, and should be. Marketing always needs a seat at the table. (2) Overlooked ideas and arbitrage is a growth mindset, and (3) Everything starts with your consumer’s identity.
As an expert in your space, can you share one small but actionable tip for brands?
(1) Build the habit of study by scheduling consistent time to read and learn. (2) Set OKRs.
Who's your current brand crush, and what do you love about them?
Hoka because they actively seek out their customers' opinions (not passive social listening). They do a great job of somehow being everywhere, and they have infiltrated so many niches professionally and aesthetically. They have a calm sense of staying power.
How should someone approach you about working together?
Email me at email@example.com.
What's your favorite data point to dive into? Why?
Oh wow. aMER for now, but I reserve the right to change that. Full list of my must-haves: Revenue, spend, aMER, revenue from new customers, revenue from repeat customers. (I of course care about CAC and CVR, but that's a KPI within a channel that I let someone else manage. It ladders UP to the set I look at.)