Building Loyalty For Your Brand By Making A Difference

Mar 13, 2022

10:00am – 11:00am CT

In the last decade, direct-to-consumer brands have innovated traditional ways of business and transformed what the relationship between consumers and brands can be. Katie Soo, CMO of KiwiCo, is a leader in marketing, having worked at Dollar Shave Club and most recently as senior VP, growth marketing at HBO Max. In this conversation with Vox Media’s SVP of Global Partnerships, Renee Appelle, hear how Soo, is growing KiwiCo to be a purpose-driven brand, building a loyal audience in a new phase of growth by leading with its values and bringing it to new audiences by leveraging more non-traditional channels like audio through partnerships with values-aligned companies like Vox Media. We’ll hear how Soo approaches leading a subscriber-based brand in a new category, how she is bridging the gap between storytelling and product, and what the future holds as she helps build a company that is making a difference for families.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Renee Appelle
Renee Appelle

Vox Media

photo of Katie Soo
Katie Soo


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