Season 3
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Episode
4
Managing a diverse set of commerce channels
In this episode, Pierre-Loic sits down with Tomei Thomas, CEO at Beekman 1802, to discuss the secret sauce to the skincare brand’s omnichannel strategy. Tomei will break down how Beekman 1802 navigates its various commerce channels (including the Home Shopping Network, Ulta Beauty, and its own DTC site!) and how prioritizing a diverse commerce set created a winning strategy for the brand.
“Having the option to buy something on your mobile phone, in a store, or on your TV is absolutely critical in maintaining that brand experience throughout those channels.” - Tomei Thomas, CEO of Beekman 1802
During the conversation, Tomei shares
- How word-of-mouth marketing is at the core of the business
- The value of using core values in every aspect of the business
- How to effectively use TikTok to drive business goals
- The future of selling beauty products
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Guest info
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Tomei Thomas
CEO, Beekman 1802
Tomei Thomas is CEO of Beekman 1802 and, over the last six years, has been instrumental in building the Beekman 1802 brand to its current national scale. Prior to Beekman 1802, Thomas was the Vice President of Beauty at STA, a private label and licensee distributor of beauty products based in Orlando, Florida. Thomas was principal to STA licensing the Beekman 1802 brand for beauty products in 2014 and grew the Beekman 1802 licensed business via TV Shopping and brick & mortar wholesale channels. Thomas subsequently lead STA to merge with Beekman 1802 in 2018, aligning STA’s distribution operations with the brand, and brought Beekman 1802 to HSN, where it achieved the single largest beauty launch in the history of QVC & HSN.
Keep listening
Breaking away from the funnel
In this episode, Pierre-Loic sits down with Tiffani Carter, VP of Integrated Marketing at Thrive Causemetics, to discuss Tiffani’s transition to her new role (from Shiseido to Thrive Causemetics), the collapse of the marketing funnel, and the essential role influencers now play in driving conversion.
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