Samantha McGregor's Linkedin Analytics

Reporting, campaigns, trends, content... but sure, tell me again how “marketing isn’t real work.”

Gen Alpha isn’t settling for Millennial Pink—they want the entire Pantone palette. What began as a fascination with Drunk Elephant shelfies has evolved into full-blown colour maximalism. Think brights, pastels, neons—if it’s bold and eye-catching, they’re here for it. Brands are taking notice, rolling out candy-coloured packaging, playful toy collaborations, and fragrance names that sound straight out of a tween group chat （looking at you, “Main Character”）. But this obsession with aesthetics isn’t just about looks—it’s a calculated move. Today’s 8-year-olds are already brand-savvy, fluent in social media, and heavily influenced by the online world. They wield serious purchasing power, driving $4.7 billion in beauty spending—and they’re just getting started. Brands are no longer just marketing to their parents; they’re crafting multigenerational strategies. The trick? Packaging that screams Gen Alpha while delivering ingredients and messaging that win over moms and dads. The challenge isn’t reaching these young consumers—it’s keeping them. By the time these kids hit their teens, “rainbow-core” might be replaced by the allure of quiet luxury. And today’s must-have brand could become tomorrow’s babyish afterthought. Just ask any tween who’s suddenly “too cool” for Drunk Elephant. The brands that win won’t just chase fleeting trends—they’ll anticipate what’s next. The key to long-term loyalty is to build adaptable identity systems that evolve alongside their audience. So, the question remains: How do you future-proof your brand when your customer’s tastes can change as fast as their TikTok feed?

Let's face it—campaigns often steal the spotlight. But when it comes to driving consistent revenue and engagement, flows are the true unsung heroes of email marketing. Flows aren't just about automation—they're about delivering the right message to the right person at the right time, all while keeping your team's workload manageable. And the data doesn't lie. According to Klaviyo, these are the top revenue-generating flows for eCommerce, ranked by revenue-per-recipient （RPR）: 💰 Abandoned Cart Flow – $3.07 RPR （because reminding customers of what they almost bought often seals the deal） 📩 Welcome Flow – $2.35 RPR （a strong first impression sets the foundation for customer loyalty） 👀 Abandoned Browsing Flow – $0.95 RPR （a gentle nudge can turn curious window shoppers into paying customers） 🎉 Post-Purchase Flow – $0.38 RPR （building retention starts after the sale） Here's the best part—flows work on autopilot, maintaining engagement across the entire funnel. They don't just boost conversions; they cultivate lasting relationships with your audience. If you're only focusing on campaigns and overlooking flows, you'releaving revenue （and customer loyalty） on the table. So, what's your highest-performing flow? Let's compare notes. ⬇️

Coming soon to a theater near you: 80-hour workweeks, 12 rounds of “quick edits,” and a lone marketer surviving by a Slack thread. Happy April Fools!

The Power of IRL: Why Events Are Still Essential for Brand Building In a world dominated by digital engagement, real-life experiences are making a remarkable comeback—and it’s easy to see why. Events aren’t just glitzy gatherings or photo opportunities. When executed strategically, they become powerful brand-building tools that drive cultural relevance, spark meaningful conversations, and create unforgettable moments. Need proof? Look no further than CNC Agency—the creative force behind some of the biggest events in fashion. You might not recognize their name, but you’ve definitely seen their work. From Jacquemus’ iconic large-scale shows to Mugler’s theatrical runways, CNC is the mastermind behind some of the industry’s most talked-about events. Their secret? A seamless blend of creativity and business strategy. Every detail—guest lists, set designs, performances—is meticulously crafted to elevate brand equity, not just generate Instagram buzz. The results speak for themselves. In 2023 alone, CNC produced over 1,000 events, generating global media coverage and delivering measurable ROI for their clients. What sets events apart in today’s oversaturated digital landscape? They provide something digital content can’t: an experience that consumers can feel. That emotional connection creates lasting memories, which in turn build brand loyalty and influence. For brands focused on long-term impact, memorable experiences translate into meaning. And meaning drives relationships. But here’s the question: As competition for attention grows, how can your industry leverage events to cut through the noise? Is IRL the next big opportunity for digital-first brands? Let’s dive in.

As a devoted fan of Pat McGrath Labs （and a proud owner of far too many sleek black tubes adorned with those iconic 3D gold lips）, watching the brand’s evolution over the years has been nothing short of a rollercoaster ride. At its height, Pat McGrath Labs was untouchable—a beauty brand as audacious and visionary as the artist herself. The pigments? Peerless. The packaging? A masterpiece. The cultural impact? Monumental. Yet, despite its dominance, the brand hit some turbulence. After securing a $60M minority investment from Eurazeo in 2018—valuing the company at $1B—momentum began to falter. Products were out of stock for months, and new launches became sporadic. And while the luxury beauty market boomed, Pat McGrath Labs seemed to fade, retreating from the spotlight it had once commanded. In a move as dramatic as a couture runway finale, Pat McGrath has been named Creative Director of Beauty for Louis Vuitton. Her debut collection, La Beauté Louis Vuitton, is set to launch this fall, signalling a bold entry into luxury beauty for the iconic fashion house—and offering McGrath an expansive new canvas for her artistry. This announcement raises compelling questions: Could this high-fashion partnership breathe fresh energy into her namesake brand? Or will Louis Vuitton become the primary stage for her creative genius? And what does this mean for indie beauty brands that have built their legacy around founder-driven vision? As a beauty enthusiast, I’m curious: Do collaborations like this reinvigorate founder-led brands—or overshadow them? And how might luxury fashion’s growing foray into beauty reshape the industry? Let’s discuss.

You thought you saved the campaign. Your ESP thought otherwise. Relatable? You must work in marketing.

Women Are Powering Canada’s Small Business Boom—And This Is Just the Beginning 🚀 With International Women’s Day just a few days ago, here’s a number that demands attention: 43% of small businesses in Canada are led by women. Even more impressive? Nearly half of those businesses were launched within the last five years. Despite economic uncertainty, female founders are thriving, not just surviving. 70% are optimistic about their business prospects in the next six months, and 29% plan to hire within the next year. That’s not just resilience—that’s leadership in action. And the impact? Women-led businesses are far more than side hustles or passion projects （though passion is undeniably part of the equation!）. 🔹 26% of women entrepreneurs are the primary income earners in their households. 🔹 33% generate over $5,000 in monthly revenue from their ventures. 🔹 59% report that entrepreneurship has improved their quality of life, offering fulfillment, independence, and opportunities to create jobs for others. Here’s another standout fact: women entrepreneurs are at the forefront of AI adoption, using cutting-edge technology to compete with larger companies and focus on scaling their businesses. The message is clear: women aren’t waiting for permission to lead. They’re building businesses, driving innovation, and reshaping the economy—despite the barriers they continue to face. To every woman out there creating something extraordinary: keep going. Your success isn’t just your own—it’s inspiring the next generation of leaders and change-makers. What’s one piece of advice you’d share with a fellow female entrepreneur? Let’s celebrate, support, and uplift one another in the comments. 👇💪 #IWD2025 #WomenInBusiness #Entrepreneurship

indē wild Proves You Don’t Need 50 Products to Build a Cult Brand In a world where more is more, indie beauty brand indē wild proves that less can truly be more—and it’s paying off. With just six products, this Ayurvedic-inspired brand is achieving remarkable growth. The secret? Unwavering focus. Instead of flooding the market with endless launches, indē wild, co-founded by influencer Diipa Büller-Khosla, has built its success on a curated, high-performance lineup. The result? A loyal community and products that people actually finish and repurchase—a rare achievement in today’s crowded beauty space. After raising $5 million and securing a spot in Sephora Middle East, the brand is now gearing up for a U.S. Sephora launch later this year. What sets indē wild apart is its ability to scale while staying intentionally small, doubling down on quality and customer connection rather than chasing quantity. Much of this success can be attributed to their community-first approach. Büller-Khosla’s 1.8 million followers aren’t just customers—they’re advocates. By deeply understanding their audience and delivering exactly what they want, indē wild has shown that you don’t need a sprawling product catalogue or legacy brand status to make waves. You need clarity, purpose, and a commitment to delivering value. This is a brand that’s doing more with less—and thriving. Here’s a question to consider: Should more indie brands embrace a lean SKU and deep loyalty strategy instead of chasing endless launches? What’s the sweet spot for growth without overwhelming customers? Let’s discuss.

Under Armour's promotional strategy is entering a new phase of calculated transformation, as highlighted by recent data from Particl. The return of CEO Kevin Plank has coincided with notable revenue declines—direct-to-consumer sales dropped 9%, and e-commerce fell 20%. Yet, targeted promotions like the Holiday Gift Sale and NBA All-Star Sweepstakes have delivered key victories. December saw a remarkable 50% revenue surge, peaking at $10.5 million, while January's 50% off New Year promotion drove a 30% sales increase. These results demonstrate that strategic promotions remain a powerful tool, even as Under Armour scales back discounts to reposition itself as a premium brand. Plank is steering the company toward high-end product offerings and boutique wholesale partnerships, bolstered by a loyalty program with 17 million members and fresh creative leadership under designer John Varvatos. While full-year revenue is projected to decline by 10%, this shift away from constant discounting appears to be a deliberate move to enhance long-term brand equity rather than a reaction to short-term pressures. The challenge for Under Armour is striking a balance: leveraging promotional campaigns to drive short-term sales spikes while elevating its brand to compete with heavyweights like Nike and Adidas. It will be critical to manage shelf space, rebuild customer trust, and prove that a brand can transition from volume-driven sales to value-driven growth without losing its identity. This raises an important question: Can a legacy brand successfully reposition itself without alienating its loyal customer base? For marketers, the debate continues: Does strategic discounting remain the ultimate driver of success, or is it time to prioritize brand perception over immediate revenue gains?

Douyin: The E-Commerce Powerhouse Every Marketer Must Understand If you’ve heard of “Douyin” and assumed it’s just the Chinese version of TikTok, think again. While ByteDance owns both, Douyin operates independently within China—and what it’s achieving in beauty and retail is transformative. Unlike TikTok, which focuses on viral trends, Douyin seamlessly fuses entertainment and e-commerce. Imagine Instagram, Amazon, and QVC rolled into one, powered by cutting-edge AI, to deliver a personalized shopping experience like no other. Here’s why Douyin is reshaping retail: 🔹A $300 Billion Ecosystem: In 2023 alone, Douyin’s e-commerce transactions reached a staggering $300 billion, with beauty brands leading the charge. 🔹 Short Videos That Sell: Content is tailored to viewers in real time, turning engagement into direct sales. 🔹 The Livestreaming Revolution: Charismatic hosts demo products live, while viewers shop instantly—blurring the line between entertainment and purchase. 🔹 In-App Shopping Integration: No redirections, no third-party links—users discover, browse, and buy without leaving the app. 🔹 AI-Driven Personalization: Think of TikTok’s “For You” page, but supercharged for shopping. Every recommendation feels tailor-made. Douyin’s success lies in its flawless integration of content and commerce. For Western brands entering the Chinese market, Douyin isn’t just an opportunity—it’s a necessity. However, succeeding on the platform requires a new strategy: entertainment-first content, fast-paced production cycles, and a deep understanding of Chinese consumer behaviour. The bigger question is: As Douyin continues to redefine shopping, how long before Western platforms adopt similar models? And more importantly, are brands prepared for the shift?

Big changes are underway at Ruggable. The brand has appointed Nicole Otto, a 16-year Nike veteran and former Global Brand President of The North Face, as its new CEO, a bold move signalling reinvention. Otto’s expertise in scaling Nike’s direct-to-consumer （DTC） business and driving omnichannel growth could be precisely what Ruggable needs after facing layoffs and slowing demand. The washable rug category is no longer a niche market—competition is heating up, and balancing customer loyalty with product line expansions and international growth is a formidable challenge. Ruggable’s founder, Jeneva Bell, emphasized that the company is about more than selling rugs; it’s redefining home textiles. With Otto at the helm, we can expect a focus on premium offerings, curated partnerships, and a sharper approach to customer acquisition—all critical moves in a challenging economic climate. But here’s the question: Can a playbook rooted in Nike’s legacy translate seamlessly to reinvigorate a DTC brand like Ruggable without alienating its loyal customer base? And will the omnichannel expansion be enough to counter slowing sales?

Your Emails Should Work Like Landing Pages Every email you send isn’t just a casual “Hey, we exist.” It’s a mini landing page—a thoughtfully designed experience meant to guide your customers further down the funnel. Here’s how to think about it: ✅ Subject lines are your ad copy. They determine whether anyone even opens your email. Make them count. ✅ Your headline sets the tone. Is it clear and compelling, or does it sound like lifeless corporate jargon? ✅ Product placement matters. Are you packing in five different CTAs, hoping for the best? Or are you guiding readers toward one clear, logical action? ✅ Design is everything. Would you trust a landing page with clunky visuals, poor formatting, and walls of text? No? Then why send emails that look like that? Every email is a chance to move your customer closer to a purchase—or at least spark meaningful engagement. If you’re blasting out generic content, you’re wasting that opportunity. So, ask yourself—are your emails designed to convert? Or are they just adding to the inbox clutter? Share your thoughts below! ⬇️

Canadian Tire is making bold moves—$2 billion worth of them—to future-proof its business. At the heart of its True North strategy? Data-driven customer relationships. The retail giant is shifting from a holding company model to an agile, customer-focused operation. To deepen engagement, it is leveraging first-party data, AI, and a revamped Triangle Rewards loyalty program. Here’s what other brands can learn from this transformation: ✅ Data is your competitive advantage. Canadian Tire is harnessing customer insights by aggregating data across its banners to deliver personalized experiences and drive sales. The takeaway? Data isn’t just numbers—it’s the key to building meaningful customer connections. ✅ Loyalty isn’t just a program—it’s a growth engine. Expanding Triangle Rewards means more personalized offers, more reasons for customers to engage, and more opportunities to turn occasional buyers into long-term loyalists. Are you treating loyalty as a retention strategy or just a points system? ✅ Omnichannel isn’t optional. Canadian Tire is investing in an integrated digital experience—centralizing operations and streamlining analytics. If your channels aren’t working together, you’re losing opportunities to engage customers where they are. ✅ Strategic focus fuels innovation. Selling Helly Hansen for $1.3 billion allowed Canadian Tire to reinvest in its core Canadian retail operations. The takeaway? Sometimes, scaling isn’t about adding more but refining focus. The future of retail belongs to brands that know their customers better than anyone else. Canadian Tire is proving that data isn’t just an asset—it’s a growth driver. How is your brand leveraging data to build stronger customer relationships?

The face of someone who’s learned the hard way.

The calm before the ‘Can you just take a quick look at this before the weekend?’ storm. ⛈️

80 drafts, 3 existential crises, 1 deep breath. Marketing isn’t for the weak.

“Quick fix” energy. Eternal suffering vibes.

Marketers: 100% effort, 0% credit. Math is hard.

some things are better left unsaid