Shira Feuer is the CMO of Trinny London, the social-media driven beauty brand founded by style icon Trinny Woodall, star of the British version of the makeover show, What Not to Wear. For the last four years, Feuer has helped build the global brand and its passionate following, the Trinny Tribe, overseeing revenue growth, customer acquisition and retention, brand and product marketing and prolific, highly engaging digital content. After a career round 1 in banking, which served to establish the Canadian in London (Feuer could tell during the job interview finance wasn’t for her), she started over as an unpaid agency intern, graduating to social media and digital marketing positions at Burberry and Walt Disney. In this episode you’ll learn: Decisions start in the heart but are rationalized in the brain To market to women, understand what they want, then meet those needs Sell products that are good and worth it because people will talk Cross-platform marketing spots don’t have to be twins, but need to be siblings Sustainability is quickly moving from hook to table stakes Brought to you by Mekanism