Welcome to another episode of eCommerce Fastlane. Today, we’re delighted to chat with Breanna Greenberg, Vice President of Marketing of Stratia.
Breanna is an expert in digital marketing with an inspiring career journey, starting from her roots as a social media manager in Los Angeles to leading marketing for Stratia, an innovative, science-based skincare brand.
In this episode, we dive into how technology has simplified content creation and business operations, making it feasible even for lean teams. Stratia’s unique transparency and science-forward approach to skincare have enabled them to thrive organically, gaining traction through word-of-mouth and platforms like Reddit, without relying on formal marketing for the first five years.
Breanna shares insights on leveraging TikTok to acquire new customers, particularly millennials, and discusses the impact of copycat products on the beauty industry. We also explore the importance of building strong marketing teams characterized by resilience, passion, and optimism, and leading with kindness and transparency.
She reflects on valuable lessons from her tenure at Henkel, including setting effective team guidelines and the critical importance of product quality. She also offers practical tips on customer retention, discusses overcoming low TikTok follower counts, and provides strategies for preparing for the holiday shopping season.
Stay tuned to learn about emerging trends like personalization and AI in e-commerce, and discover how these tools can benefit your business.
Don’t miss this episode if you’re looking to elevate your e-commerce strategies and learn from a forward-thinking leader in the beauty industry!
Breanna Greenberg is the Vice President of Marketing at Stratia, a science-driven skincare company revolutionizing the beauty industry. Her career trajectory exemplifies the power of adaptability and continuous learning in the digital age.
Breanna’s professional journey began in Los Angeles, where she honed her digital marketing skills as a social media manager for comedy clubs and website management. This experience laid the foundation for her expertise in digital marketing strategies and team leadership.
At Stratia, Breanna has been instrumental in driving the company’s growth through innovative marketing strategies. The brand distinguishes itself by:
Under Breanna’s leadership, Stratia has achieved remarkable growth:
Breanna’s forward-thinking approach includes:
Breanna Greenberg’s story at Stratia demonstrates how combining scientific integrity with innovative marketing can lead to success in the competitive skincare and e-commerce landscape. Her commitment to transparency and customer education has positioned Stratia as a trusted brand in the beauty industry, paving the way for continued growth and innovation.
1️⃣ Lean Marketing Strategies: Breanna underscores the advantages of managing marketing efforts in-house to enhance brand cohesion and optimize costs. She explains how advancements in technology have empowered small teams to generate impactful content and successfully operate e-commerce businesses without heavily depending on external agencies. Stratia revisits their tech stack annually to stay ahead of industry trends and ensure efficient use of digital tools.
2️⃣ TikTok as a Customer Acquisition Tool: Stratia leveraged the power of TikTok to drive customer engagement and acquisition, particularly targeting millennials. Breanna shares their journey from having only 4,000 followers to amassing over 60,000 through strategic engagement ads, highlighting how this growth has significantly boosted new customer acquisition and total sales. The brand’s use of TikTok lives and collaboration with TikTok talents also played key roles in amplifying their reach.
3️⃣ Science-Based Approach and Transparency: Stratia’s dedication to science-based skincare, transparency in their marketing, and a strong emphasis on educational content have been crucial in fostering organic growth and customer loyalty. Breanna highlights the importance of providing honest and easily understandable information about skincare ingredients and formulations to build trust with an increasingly knowledgeable consumer base. Stratia’s commitment to research-based formulation over instant results differentiates them in a crowded market.
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