E-commerce Expertise: "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."

Industry Growth Challenges: "Supply was a big limiter to scale for the industry had a national shortage, and that was one of the reasons."

Full Funnel Marketing Strategy: "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."

The Value of Organic Growth: "What happens if all of your advertising just shuts off? How many organic customers or how much organic revenue would you have coming in if you weren't relying on paid acquisition?"

Breaking Through Old Industry Norms: "And the company was founded by a lot of moms who went through that experience, so they were able to tell that story. When you bring storytelling into your brand."

Building a Legacy Brand: "Be the solution, and then you have to make the case to get everyone to believe in that hypothesis and be willing to test. You know, Ilya is owned by Clarence, which is a french brand, like an amazing legacy brand, and they're incredibly supportive, and they want Ilya to build a brand over the long haul. So it's like we're building a legacy."

Challenges of Media Measurement: "And sometimes having too much information is actually the worst thing you can have, because you're like, everything is pointing to a different direction."

Conversion Rate Optimization: "I'm so impressed by how much growth Ilya has had to date without doing any conversion rate optimization on site."

Customer Acquisition in Beauty Industry: "And so we're like, how can we really come up with the best new customer acquisition offer? And then how do we know that once customers try our products, they like it? We have a subscription, we know how our subscription performs."

Navigating Social Media Preferences: "Mind for us and maybe some other brands is TikTok. Like, users don't want to leave the app. They are kind of like, from what I found, like lower quality traffic than you would find on meta so in an instance like that, it's like, okay, do we create a bunch of meta landing pages and test them against each."