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Social Native
Made by Marketing Podcast with afra’s Sophia Aladenoye

The diversification of the beauty industry and supplementing personalized content needs at scale

October 18, 2019

In this episode of Made by Marketing, Social Native’s Bhaji Illuminati is joined by Sophia Aladenoye, Head of Growth Marketing at arfa, to discuss her transition from law school into the marketing world, working through acquisitions by L’Oreal and Unilever, and the value of influencers for supplementing personalized content needs at scale.

Having previously led digital strategy and emerging tech at Unilever’s Sundial Brands, Sophia is now preparing to embark on a new adventure at an early stage beauty startup, arfa. In reflecting upon her various experiences in the brand marketing landscape, Sophia shares the best piece of career advice she’s ever received and her top tips for storytelling strategies. Tune in to learn more!

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Listen to "afra: The diversification of the beauty industry and supplementing personalized content needs at scale" on Spreaker.

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“A universal truth right now is that beauty is no longer a mandate.” 

The Evolving Beauty Industry
0:38 - 16:05 
Throughout time, brands have held the power to define beauty ideals, however, in recent years, the rise of social media has passed this power over to consumers. With the help of brands such as Fenty Beauty, diversification is now celebrated more than ever before in the beauty world. In this section, Sophia discusses her experience navigating beauty brands through acquisitions, the shift that is redefining the beauty industry, and how digital is lowering the barriers of entry for brands in this market.

“Activating influencers offers brands an opportunity to feature products in environments they aren't able to otherwise capture at scale.” 

Supplementing Content Needs At Scale
16:05 - 42:21
The rise of social media has undoubtedly redefined diversity in the beauty world, but how can brands efficiently scale their content needs to resonate with multiple communities simultaneously? By activating influencers, Sophia has unlocked new tools for storytelling by creating content that feels “human” at scale. In this section, Sophia discusses qualitative and quantitative ways of measuring creative performance, building hypotheses when AB testing, and the importance of selecting data thresholds when analyzing content performance.

Make your vocation your vacation.” 

Sophia’s Career Advice
42:21 - 47:57
Sophia is preparing to embark on a new adventure at arfa. Taking this time to reflect on all that she has achieved in her marketing career so far, Sophia shares her advice on how to make pinnacle career decisions in times where you feel a change is needed. In this section, Sophia offers her best piece of career advice and reveals why she has decided to transition from a multinational corporation to an early-stage startup.

Subscribe to the Made by Marketing Podcast on Apple Podcasts, Spotify and all other major podcast platforms.