POV: You’re at Ulta, arms full of skincare products you definitely don’t need but absolutely want, and then you catch a glimpse of the total at checkout. 😬 Sometimes you power through and buy it all anyway (bc that new Drunk Elephant serum isn’t going to buy itself). Other times, you quietly set everything down […]

The other day, I took a brain break the way I always do: losing myself in the beauty aisle. I was strolling down the aisle when I found theee perfect highlighter. It caught my eye because it gave that effortless glow without looking like you dipped your face in glitter (IYKYK 😅). It was sooo […]

You know that sinking feeling when you spend an hour crafting the perfect email, hit send to your entire list, and then watch it get the digital equivalent of crickets? Meanwhile, your friend casually mentions that her “random Tuesday email” got a 65% open rate, and you’re over here celebrating when yours hits 18%. (It’s […]

My client (we can call her Em) was staring at her Klaviyo dashboard with that look I know all too well. You know the one: equal parts confusion and mild panic. Something similar to 🥴. “People are subscribing,” she said during our call, “but then… nothing. They just disappear.” I pulled up her account to […]

I was scrolling through my DMs last week when I saw the most telling back-to-back conversations. First DM: A founder excitedly telling me she just hit 10K followers on Instagram (the milestone we’re all told matters). But when I congratulated her and asked how sales were going… it was another story. Like, extremely low numbers […]

You know that feeling when your skincare routine is finally perfected? Your face feels fresh, balanced, and hydrated without needing to layer on 10 products.  That’s what a good email platform should feel like. Clean. Effective. And easy to stick with. But so many brands are out here using email platforms that feel like cheap […]

You know that friend who’s always “just five minutes away” but never actually shows up on time? At first, it’s no big deal. But after a while, you stop taking them seriously. That’s exactly what happens when brands overuse discount codes. At first, a sale feels exciting. A 15% off coupon gets customers to place […]

Running a CPG brand isn’t for the faint of heart. One minute you’re celebrating a new retail partnership, the next you’re elbow-deep in supply chain issues.  You’re juggling marketing, product development, inventory management, and customer service. Sometimes all before lunch. And then there’s email marketing. You know it’s important. You know it could help strengthen […]

Tell me if this sounds familiar: you fall in love with someone’s personality on Instagram. You see how much they’re giving, giving, giving. You’re vibing, maybe had a conversation or three in the DMs. Then one day, you see them promoting a FREE resource, and you’re beyond excited! You know them. You like them. You […]

An Embarrassing Encounter (And the Personalization Lesson It Taught Me) When I’m at the gym, my routine is simple: headphones on, brain off, no distractions. One day, I followed my sister around the gym, doing each exercise she did, barely noticing my surroundings.  But I couldn’t ignore the guy who kept staring. I figured he […]