Earned: Unlocking the Power of the Creator Economy · Episode 99 · October 3, 2023 · 34 min

99 - Oshiya Savur, Maesa

In Ep. 99 of Earned, we sit down with Oshiya Savur, Chief Brand Officer at No. 1 mass beauty incubator Maesa. To start, we discuss how Maesa began as a private label for fragrances before transforming into the successful incubator behind brands like Kristin Ess, Flower Beauty (Drew Barrymore), and Being Frenshe (Ashley Tisdale). We then switch gears and dive into Oshiya's unexpected career journey, from getting her MBA at India's No. 1 business school to spending nearly a decade at powerhouse conglomerate Unilever, before continuing on to Revlon, Charlotte Tilbury, and now Maesa. Oshiya explains the pros and cons of working at established corporations compared to nimble startups, and emphasizes the importance of having a company-aligned "rallying cry," as well as failing fast—but learning faster. To close the show, Oshiya reveals how influencer marketing drove hypergrowth at Charlotte Tilbury, before revealing Maesa's future plans to disrupt the beauty industry with creativity and innovation. In this episode, you will learn: How Oshiya strategically incorporated influencer marketing into Charlotte Tilbury's strategy, which helped create viral products and increased "talkability." How Maesa stays ahead of the market by making investments in talent and technology, and redefining innovation to drive continued success. The importance of having a company-aligned "rallying cry," and failing fast—but learning faster. Resources: Maesa Connect with the Guest(s): Oshiya Savur's LinkedIn - @OshiyaSavur Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ