I’m still buzzing from our incredible morning at the Pendry’s Merois rooftop in West Hollywood, sponsored by Visually and Sticky Digital! There’s something magical about bringing brilliant women together over coffee and LA views, and this group of ecomm leaders definitely delivered.
Our panel included the amazing:
- Gefen Skolnick of Couplet Coffee, who’s turning specialty coffee into something fun and accessible (and opening a brick-and-mortar in Echo Park!)
- Amanda Mitzman, who’s steering Paul Mitchell through their first major rebrand in 45 years
- Nikki Tooman of Sticky Digital, whose 25-woman agency is revolutionizing retention marketing (Nikki is also a 2024 AWIE Honoree!)
Knowing Your Audience
One of my favorite moments was when Amanda shared how Paul Mitchell’s salon presence gives them this incredible window into their customers’ world. “We’re able to be in the salon day to day and see more of our customers in person,” she explained. This direct connection is proving invaluable as they tackle their upcoming rebrand – the first in 45 years (!!).
Gefen had me nodding along when she opened up about how Couplet Coffee’s audience has surprised her. While their playful, holographic packaging and relaxed language initially seemed targeted at a specific demographic, some of their most loyal subscribers are way outside that expected range. It was such a powerful reminder that sometimes you need to let your brand evolve beyond your initial vision.
Nikki dropped some serious wisdom about spotting audience shifts: “When you start seeing that some of your best performing journeys start becoming some of your worst performing journeys… it’s because your audience is shifting.” She shared a great example of a brand whose educational content suddenly stopped performing after years of success – a clear signal that their audience had evolved and needed something different.
Getting Real About Identity and Marketing
The energy in the room shifted when we started talking about how personal identity shapes marketing strategy. Nikki shared how being a mom influences her work with children’s brands and skincare companies: “I’m literally your demo,” she said, explaining how this perspective helps her challenge brands’ assumptions about their target audience.
Amanda brought a different angle, speaking about how her own online shopping habits as a busy mom inform Paul Mitchell’s digital approach. “I really don’t have time to shop in store,” she shared, “so I’m buying everything online.” This consumer perspective is especially valuable as Paul Mitchell expands beyond their professional roots.
I particularly loved Gefen’s honesty about learning to step back and let her brand grow beyond her initial vision. “The original statement was ‘specialty coffee made fun and approachable for all’ and I need to stick by that instead of just pigeonholing into what I thought would work,” she reflected. Gefen is conscious of letting the brand evolve while staying true to its core mission.
The Future Looks Bright (and Interactive!)
Our panelists shared some exciting plans that had me ready to fast-forward to 2025:
– Paul Mitchell is rolling out smart hair quizzes for personalized recommendations
– Couplet Coffee is spicing up their subscription experience (including a quiz that might make you confess your true daily coffee intake!)
– Sticky Digital is pushing brands toward interactive emails that boost engagement in authentic ways
We wrapped up talking about finding balance in this wild industry of ours. Nikki said something that really stuck with me: if you’re proud of what you’re giving and doing in the moment, that’s enough. That’s your balance. And looking around that rooftop at these incredible leaders – all juggling pregnancies, families, store openings, and major rebrands – I couldn’t help but feel inspired by how they’re redefining what it means to “do it all.”
Thank you again to our incredible sponsors, Visually and Sticky Digital!
Want to be part of our next conversation? Nominations are open for our 2025 honorees at womeninecom.com/nominate. I can’t wait to meet more amazing women changing the face of ecomm!
