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Season 4 Episode 8 – Erin Dwyer, CMO of Matter of Fact, on the challenges of customer acquisition and building a beauty brand in a saturated space

Erin Dwyer is the CMO of Matter of Fact, a skincare brand started by former K-Pop star Paul Baek, and a former professional dancer herself. Erin draws on her experience as VP of Digital at Drunk Elephant and OUAI, to build a brand in today’s competitive, noisy landscape. She tells Dave that being consistent with your messaging, no matter where a consumer is hearing about you, is crucial. She also emphasizes the importance of partnerships to acquire new customers in the beauty space, because the modern beauty consumer is savvy and does their research. Dave and Erin dive into her journey so far, and why Erin believes there is no ‘sales funnel’ but rather a ‘sales pinball machine.’