What is up DTC pod? Today we have the pleasure of having Shereen Albert back on DTC pod. Last time we chatted with Shereen, she was heading up VP of, or she was the VP of growth and data at Bobby, which was the really fast growing baby food brand. But since then, she has moved on and is now the VP of digital and e commerce at Ilya Beauty, one of the major beauty brands in the space. So we have a whole lot that we're going to unpack on today's conversation. Specifically, we want to kind of go into talking about what are the differences in e commerce when you're selling different types of products, as well as what are the strategies that Ilya and Shereen are kind of implementing and using today to continue to grow the brand. So anyway, without getting too far into that and spoiling too much of the convo, Shereen, I'll let you kick us off. Why don't you just give us an update, tell us a little bit about your background, how you wrapped up things at Bobby, and tell us about the transition into your new role. We're super excited to hear about it.

Yeah, thank you so much for having me, first off. And yeah, I've probably spent almost 15 years now in B to C Ecom. I spent a lot of time agency side, and I think that was like a really great way to get exposure to hundreds of businesses. Different sizes, categories, understand exactly what makes a winning business. And that's what really helped me pinpoint Bobby as my career move into the brand side world. They're a baby formula brand disrupting the industry. We grew to nine figures within two from I joined from Series A, we went through series C, we acquired a competitor brand and our own manufacturing facility. And I was driving the growth strategy and data for Bobby and the brand that we acquired.

So it was amazing. Rocket ship. The industry was interesting. Supply was a big limiter to scale for the industry had a national shortage, and that was one of the reasons that they acquired their own manufacturing so that they can continue to grow. And of course, me, I'm like, I want to grow faster. I want to do more. And so I saw an opportunity open up at Ilya, a brand that I've loved for a long time and had been a customer of. And it was like a perfect stars aligning moment.

And I think the core differences between the role that I had at Bobby and the role that I have now at Ilia is as the way that we were structured at Bobby. The growth team was really responsible for growth marketing like full funnel marketing, so paid acquisition, conversion rate optimization strategy and retention. We had like growth creative, which was essentially like the performance marketing creative team, and then we had the data team. So we built the whole data architecture for the business and delivered insights to the rest of the business to kind of support the strategy. So we were supporting marketing strategy, we were supporting brand strategy, retail strategy, and then we had a digital product team that was really owning the site and we were working together, providing insights for them to implement. In my role as VP of e commerce and digital at Ilya, it's a bit more of a consolidated role. So I'm responsible for the site itself, the product management. So not only building the strategy but implementing it.

We have customer experience on our team and the rest of it is kind of the same, working on building our data infrastructure and then also supporting retail.com and the Amazon business. So those pieces were similar in both of those roles. As we try, and I try, when I approach digital or growth, it's not about a lot of growth. Marketers think growth is just paid media. No, it's like the business has to grow. How does the business grow? The business grows through sales channels. It grows through different marketing channels. So we like to think of like channel by channel.