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Up ArrowUp Arrow Podcast | The Dirty Secret of eCommerce Growth: Everyone Is Copying Everyone With Cherene AubertCherene Aubert is the CEO of Growth Capital, a growth marketing firm that scales consumer brands. As a seasoned e-commerce and digital growth leader, she has nearly two decades of experience scaling DTC brands and managing media investments across multiple high-growth companies. Before Growth Capital, Cherene was the Fractional SVP of Digital & eCommerce at ILIA Beauty, where she drove omnichannel digital strategy for a rapidly growing clean beauty brand.
In this episode…
Marketing has become automated and identical across companies. Brands chase the same ads, channels, and short-term wins, only to discover that growth stalls an...
2026-02-171h 17
Up Arrow PodcastThe Dirty Secret of eCommerce Growth: Everyone Is Copying Everyone With Cherene AubertCherene Aubert is the CEO of Growth Capital, a growth marketing firm that scales consumer brands. As a seasoned e-commerce and digital growth leader, she has nearly two decades of experience scaling DTC brands and managing media investments across multiple high-growth companies. Before Growth Capital, Cherene was the Fractional SVP of Digital & eCommerce at ILIA Beauty, where she drove omnichannel digital strategy for a rapidly growing clean beauty brand. In this episode… Marketing has become automated and identical across companies. Brands chase the same ads, channels, and short-term wins, only to discover that growth stalls and...
2026-02-171h 17
Subscription Prescription | Weekly Doses to Boost Ecommerce RevenueStop Blaming Churn: Fix Your Subscription by Understanding the Buyer FirstMost brands are trying to solve churn by tweaking their cancellation flows. But the truth is, if your customer doesn’t know what they need - or how often - they’re going to cancel no matter what you offer on the way out.In this episode of Subscription Prescription, we sit down with Cherene Aubert to unpack three universal truths of subscriptions:Why churn is often a symptom of a buyer education problemHow helpful beats clever when it comes to building trustAnd why your loyalty program should revolve around your most committed customers—your s...
2025-09-2337 min
Specks of Light#204 - Talking about Ecommerce with Cherene Aubert, SVP Ecommerce & Digital at ILIA BeautyI spoke with Cherene about:- Her early years in the industry on the Agency side, doing marketing.- Her transition to the Brand side, working at Bobbie to grow the infant formula, while dealing with major supply shortages.- Her decision to move on to ILIA Beauty and grow them to a 9 figure business, and exactly what she does every day to make that happen- What types of marketing strategies and tactics work best today and which do not anymore?- How she works with other teams...
2025-08-0754 min
The Andrew Faris PodcastWhat 9-Figure Omnichannel Brands Know That Startups Don’t (With Cherene Aubert From Ilia Beauty)WORKSPACE6Workspace6 is a private community for 7, 8 & 9 figure+ eCommerce operators and executives. Join for just $1 for your first month and no annual commitments at https://workspace6.io. RICHPANELCut your support costs by 30% and reduce tickets by 30%—guaranteed—with Richpanel's AI-first Customer Service Platform that will reduce costs, improve agent productivity & delight customers at https://www.richpanel.com/.//Cherene Aubert is the SVP of Ecommerce and Digital at Ilia Beauty, a 9-figure omnichannel beauty brand. Follow Cherene on X at https://x.com/Cher...
2025-05-1354 min
Marketing Girly by Sky Society#146 Build Your Career Like a Business with Cherene Aubert, VP of Digital & Ecommerce at ILIA✨ Cherene Aubert, VP of Digital & Ecommerce at ILIA ☁️ How to evaluate job opportunities the way an investor evaluates companies ☁️ Tips for mastering self-advocacy in one-on-ones & negotiations to better position yourself for raises, promotions, and expanded responsibilities ☁️ Building influence across your organization and the power of networking upward ☁️ How to go beyond your job description to make yourself indispensable☁️ Leveraging AI and digital skills to future-proof your career Join the Sky Society Women in Marketing private LinkedIn group.Follow Sky Society on Instagram @skysociety.co and TikTok @skysociety.co
2025-02-181h 00
DTC PodcastEp 432: The Funnel is Dead – Introducing the TORNADO 🌪️ with Cherene Aubert from ILIA BeautySubscribe to DTC Newsletter - https://dtcnews.link/signup
Welcome to the DTC Podcast, where we dive into the strategies behind some of the most successful direct-to-consumer brands. Today, we’re joined by Cherene Aubert, a seasoned marketing expert with a storied career in beauty and e-commerce. Currently driving growth at ILIA Beauty, Cherene shares insights into scaling a beloved brand post-acquisition, transitioning from a DTC powerhouse to an omnichannel giant.
https://iliabeauty.com
In this episode, Cherene introduces us to the "Tornado Method," wh...
2024-08-1931 min
Minds of EcommerceFrom Series A to Nine Figures: Leveraging Offer Testing for Ecommerce GrowthCherene Aubert is the VP of Digital and Ecommerce at ILIA Beauty, an LA-based cosmetics brand, where she leads the charge in digital innovation and sales transformation. With a history of driving growth for over 100 DTC brands and managing nearly $300 million in media spend, Cherene's expertise spans from Series A startups to established companies post-acquisition. Her strategic mind was pivotal at Bobby, a DTC brand that soared to nine figures in revenue in just two years. Specializing in offer testing, Cherene's approach to marketing is data-driven, customer-focused, and geared toward maximizing ROI. In this episode… Ar...
2024-07-2424 min
Commerce ExperienceThe Secrets Behind ILIA Beauty’s 55K-Waitlist ProductCrafting a buzzworthy launch is truly an art form, especially in a crowded market — like beauty — where it can be tough to stand out.Today, we’re joined by Cherene Aubert, VP of Digital & Commerce at ILIA Beauty, who has a proven track record of disrupting industries with her innovative ideas around product launches. She and Elena delve into the realities of omnichannel marketing, how creativity can be empowered by AI, and the evolution of personalization and brand in the age of data privacy. TL;DR:Discover how to create a big splash with your product...
2024-07-1126 min
OPERATORSE057: Operators in Session with Cherene Aubert00:00 Introduction
03:41 Chaurene's Career Journey and Leaving Bobby
08:06 Growth and Challenges at ILIA Beauty
14:17 Lessons from Bobby and the Importance of Customer Obsession
22:07 Skills and Insights from the Agency World
27:25 Remote Work and Managing High-Performing Teams
34:22 Generating Sustainable Growth
36:38 Building an Organic Customer Acquisition Baseline
37:38 Alternative Growth Strategies: New Products and Distribution Channels
38:04 Clever Discounting Techniques: Gift with Purchase and Free Customization
39:00 Avoiding Brand Dilution: Thoughtful Discounting and Pricing Strategies
39:29 Hiring the Right Talent and Creating a Holistic...
2024-05-221h 13
DTC POD: How The Best Brands Are Built#314 - Scaling Growth In Beauty with ILIA Beauty VP of Digital & Ecommerce, Cherene AubertCherene Aubert is the VP of Digital and E-commerce at ILIA Beauty, a skincare-powered makeup brand which has taken the beauty industry by storm as it's quickly scaled past 100M in revenue.In this episode, we sit down with Cherene to discuss some of the most successful strategies that the most successful brands use to grow.Episode brought to you by More StaffingJoin 15k founders and marketers & get our pod highlights delivered directly to your inbox with the DTC Pod Newsletter!On this episode of DTC pod we cover:1. Brand...
2024-03-1446 min
Don't VLOOKUP#11 - Cherene Aubert, VP Digital & eComm @ ILIA BeautyWill and Teddy sat down with Cherene to discuss how her past career stops have informed her current leadership approach at ILIA Beauty, as well as the skills and traits she looks for in great eComm operators.
2024-02-2929 min
Ecommerce Playbook: Numbers, Struggles & GrowthGrowing Profitability ft. Cherene Aubert of ILIA BeautyWelcome back to another insightful episode of the Ecommerce Playbook Podcast! In this interview episode, we sit down with Cherene Aubert, the VP of Digital and Ecommerce at ILIA Beauty, a powerhouse beauty brand with a GQ score of 221.
Cherene shares her expertise in decoding growth strategies, dissecting the DNA of successful ecommerce giants, and navigating the nuanced world of cosmetics and skincare.
Join us as Cherene delves into ILIA Beauty's journey, from its roots in skincare to its focus on clean and performance-driven cosmetics. Learn how Cherene applies her extensive experience in growth strategy t...
2024-02-0130 min
Down To ChatS3 E8: How Bobbie Achieved Tremendous Growth by Focusing on Retention and Customer Education with Cherene AubertIn the eighth episode of Season Three, Eli is joined by Cherene Aubert, VP of Growth at Bobbie. They discuss the importance of education in customer acquisition, redefining retention strategies, the importance of memorable experiences, focusing on CX and existing customers during a supply chain crisis, and end off with hot takes on attribution tools and cost caps.
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This season of the podcast is sponsored by Postscript and Tapcart. You can try Postscript for...
2023-06-0933 minThe Andrew Faris PodcastBobbie Baby Co Passed $100m In 2 Years. It Could Have Been 2x That. (With Cherene Aubert)Everything was going great for Bobbie Baby Co: the venture-backed startup disrupted a duopoly in the super-highly regulated category of baby formula and exploded to over $100m in revenue in two years, due in part to the leadership of this episode's super talented guest, Bobbie's VP of Growth (and former Director of Strategy at Common Thread Collective), Cherene Aubert.
But then the baby formula shortage happened, and as she likes to joke, Cherene's job pivoted to being the VP of "Slowth." Customer acquisition had to cease. Existing subscribers were taken care of first. And everyone waited for...
2023-06-0651 min
Data UnlockedWhy Bobbie Turned off All Marketing in 2022 and What They Learned About Attribution w/ Cherene Aubert, Head of Growth at BobbieIn this week’s episode of Data Unlocked, Jason sits down with Cherene Aubert, Head of Growth at Bobbie.With over a decade of marketing experience, Cherene is an award-winning ecommerce leader who’s grown over a hundred direct-to-consumer businesses.Today, Cherene is using her expertise to help grow Bobbie.Bobbie is the first and only mom-founded and women-led infant formula company in the U.S. Their European-style recipe is the only infant formula to receive both the Clean Label Project’s Purity Award and Pesticide Free Certification.In this episode, Cheren...
2023-04-1121 min
Add CreativeEpisode 28 - Master Mind - You don't know growth 🚨This episode features, Cherene Aubert (Head of Growth @ Bobbie) and he shares a massive amount of value on this episode. We discuss all things Ads and how it relates to holiday and beyond. We break down: - Why profitability is such a massive boon to your business (duh but really)- How you can cultivate magic moments for your business to own the "holiday" outside of black Friday- why most brand will fail without getting their businesses togetherAnd there's so much more...Cherene is a master, enjoy th...
2022-11-2135 minThe Andrew Faris PodcastBFCM 5: Cherene Aubert From Bobbie BabyDay 4 of my weeklong BFCM special! This week I've got 5 very short episodes with super ecom experts giving you ONE (and only one!) tip to maximize Black Friday/Cyber Monday. The best part? They're ALL still actionable for your teams, even this late in the game.
Today's episode might be the silliest Andrew has ever gotten on this show while still being loaded with ecom insight, both of which are thanks to the guest, Cherene Aubert. Cherene is currently the Head of Growth at Bobbie Baby and formerly the Director of Strategy at Common Thread Collective, where...
2022-11-1009 min
DTC POD: How The Best Brands Are Built#212 - Cherene Aubert: A Look Inside Bobbie’s Rocketship GrowthCherene Aubert is the Director of Growth at Bobbie, the first European style organic infant formula that meets FDA standards. Bobbie has raised over $50M to take the soon to be 100B+ formula market by storm. Cherene honed her craft and expertise in growth & ecommerce while working for agencies like Human Marketing and Common Thread Collective. In 2021 Cherene joined Bobbie as their key growth director and built Bobbie's growth playbook from the ground up. 13:49 - 14:41The Reason Customer Personas are KEYIt's the least impulsive purchase you can make is infant formula. Y...
2022-08-0448 min