Vol. 14 - Anna Vale, fCMO
We don't only lift the 'vale' on this convo we blow the lid off it. Anna is exceptional and I learn a ton every time i speak to her. You will too!
Meet Anna:
Anna has a CV anyone in the beauty space would be envious of.
Clinique, SpaceNK, Tom Ford Beauty, ELC, bareMinerals are just some of the brands that Anna has had an instrumental hand in developing through her dedication to the brand communications, social and marketing functions.
But in 2021, Anna embarked on her fractional journey, using her exceptional experience, encyclopaedic industry expertise and insatiable appetite for growth, to support scaling indie beauty brands to become international sensations.
From product launches to omnichannel strategy, storytelling to communications and brand marketing, there is very little Anna can’t do. To this day, through her strategic marketing leadership, she continues to help numerous brands to scale awareness, engagement and communities allowing them to reach next level growth.
Some of the brands lucky to have benefited from her support include Youth To The People, Fable & Mane, Crown Affair, amika, Youthforia, Rahua, and many more. Most recently she has joined forces with Barefaced as their fractional CMO to help the incredible brand (founded by the incredible Jordan Harper) on their next stage of growth.
So enough from me. Let’s dive in with a true legend in the game!
The Interview:
What do you wish you knew before entering the fashion industry?
I guess I entered the beauty industry so many years ago, it's impossible to say what I wish I knew back then because I really didn't know anything 20 years ago.
I wish someone told me:
"You've got a lot to learn. And you’ll never stop learning."
I still find it amazing how every day is a learning day. You never know enough. And that's something that is hard to explain unless you're in it every single day.
What I did 3 months ago is likely not relevant for what you need in three months time. The knowledge informs future decisions while everything changes. So I wish I knew the speed of the beauty industry.
Best piece of advice you have received?
The best piece of advice that I'd ever received was “only you are you”
You can't be someone you’re not and I think if you can really focus on who you are, the value you bring and the impact you can have, you will go far. Comparison is the start of the end.
So in my current position as fractional CMO, brands will speak to 3 people, we all do fractional marketing leadership, but they’re only going to choose one of us. And that is because you either have a good connection, they feel alignment, they like the background, or they simply like your vibe. That will only happen if you are yourself.
I remember when I was at La Mer, nearly 20 years ago - I was presenting at my first big conference in the South of France. I was standing up in front of 100 people and the MD came up to me and said, “Anna, are you ready for your big presentation”.
I was so nervous as it was a big deal. He simply said; "Remember, you're on that stage because you have information that other people don't have. And even if you make a mistake, they don't know you're making a mistake." and that changed how I presented forever more.
My advice to other people is 'just be kind’. Your many degrees and job titles do not impress me. But how you made others feel will be remembered.
Moment you are most proud of in your career to date?
I don't know if I'm going to be consulting forever, but it has shown me a whole new level of the type of resilience I've had to build. I have had both the absolute highest highs and the lowest moments I've ever had in my career.
I was coming off a layoff 4 years ago when I didn’t know where to turn. Somehow I have managed to take everything I knew and turn it into this amazing offering that has supported so many brands and built a platform for myself. So when I look back on what I've been able to achieve as a consultant in the last four years, I am grateful for the opportunity and for others inviting me into their brand to make a difference. I didn’t know it was possible.
A book you think all aspiring fashion leaders should read?
It’s about focus and tells you to get rid of anything that is not serving a true purpose. This is really hard for many of the brands I work with - focus is a huge challenge.
Marketing campaign you wish you had come up with?
I've said this before, I'm gonna say it again. There was one campaign that just resonated and it was the campaign by Ritual. The brand launched an anti-anxiety supplement and the campaign was just so genius.
It tapped into a message that resonated with people so well. With a series of OOH ads, there was such a clear message flow that we experience with anxiety: “Did I turn the curling irons off” then you would drive a mile down the road and another one would say "I did lock the door” and so on and so forth.
It was super thought-provoking while being emotionally tuned in. All of us are thinking “my god did I turn the oven off. Of course I did”.
What’s one skill, or area, you are actively working on to improve? And why is it important to you?
One thing that I do all the time but trying to refine is I always try to approach things through a consumer lens.
I know it is the billion dollar question but I'm trying to understand what the consumer is thinking right now, what's the impact of my decision going to be? As marketers we need to get closer to them, tap into the psyche and fully understand the changing attitudes in real time.
It’s all very well reading quarterly reports but things change so rapidly we need to be more on it. AI can only help so far.
1x resource (publication, event, individual etc) you use to stay ahead in this rapidly evolving industry?
So, I do read all the reports. But I think the one resource I rely on is talking to customers. Physically talking to them. Not just offering them a discount code for them to fill in a survey. Actually talking to them. What's making them buy? Where are they doing their research? Where are they actually buying? They may be spending tons of time on the website and then you lose them, but it might be because they've got their loyalty points at Sephora. But you won’t know this for sure unless you talk to them.
I spend an awful lot of time in beauty spaces. So, I will go and walk around Ulta or Sephora or Blue Mercury, the stores in my neighbourhood, and just spark a conversation. Maybe even sometimes give a recommendation without being too pushy hah!
I wish there was a tool that analysed all of this in real time.
Your one to watch? An individual in the space killing it?
There is an amazing women called Ana Andjelic who writes a Substack that I really enjoy, The Sociology of Business.
Brand / product you can't live without?
I can't live without the Crown Affair leave-in conditioner and Dry Shampoo without a doubt.
And I’m obsessed with Ultra Violette Queen Screen. The brand is Australian and rumoured to be launching here soon. I always bring Queen Screen back from the UK.
My dessert island product would be the Tower 28 undereye concealer.
Industry hot take?
There's going to be a huge shakeup in the industry that's going to have a massive ripple effect. Hopefully all the new CEO’s across the big corporates and retailers will impact the industry positively. New leadership brings in more new leadership.
We are going to see another huge increase in technology coming into beauty brands - from customer engagement, platforms, in-store experiences.
Follow Anna
Anna is truly a legend of the game and every time i sit down with her i just learn so much. She is full of useful insights over on her Linkedin so would recommend you drop her a follow there.
Also, if you are brand who could use some exceptional support on the integrated marketing and communications front, be sure to check her website out or schedule a time to pick her brain on MentorPass.
You won’t regret it!
Til next time x
I know Anna from THE BOARD, and she is — just as you say — exceptional!