Cherene Aubert @ChereneAubert Twitter profile | Pikagi

Pikagi

Cherene Aubert

@ChereneAubert

4,483

Followers

987

Following

356

Media

6,190

Statuses

vp of ecommerce @ILIAbeauty | prev: growth @bobbiebabyco & strategy @commnthreadco | @taylorholiday ’s #2 troll | Book

California

https://t.co/ChdSimaJt2

Joined October 2011

Don't wanna be here? Send us removal request.

Pinned Tweet

@ChereneAubert

Cherene Aubert

2 years

I spent the last 7 months of my career slowing growth during an industry supply crisis. I peeled back every growth lever and learned secrets untold. My assumptions about what was driving growth were shattered. With confidence, these are the 3 most impactful drivers of growth:

16

24

151

Last Seen Profiles

@stw_pdg

@jpturner16

@Avoric

@stwmaniax

@Bamm_boo200x

@ENJBeamClub

@natsuovz

@wolfieraps

@BinorRaja

@Brevinjordan

@adlans__

@bokeplokalmalam

@Mb30092

@TWHEIDBRIER

@stwmaniax

@leejongsuk226

@KonkordiyaGrey

@RaquelHang

@stwmaniax

@Hielochibumi

@shinyvinylpromo

@bokeplokalmalam

@augment

@Jordan_hill19

@BHSDevilFB

@bokeplokalmalam

@ilusimati

@bokeplokalmalam

@StefanBielanski

@Dachzwiebel

@stwmaniax

@iamjaysingpawar

@yesicagarcia__

@AnilDubeyRLD

@swev_r_tk

@stw_pdg

@ChereneAubert

Cherene Aubert

2 years

PMax much, Warby Parker?

Tweet media one

45

9

324

@ChereneAubert

Cherene Aubert

1 year

There’s this new app called Grass. you go outside and you touch it

51

38

271

@ChereneAubert

Cherene Aubert

2 months

If I were to start a dtc business today, my first marketing hire would be in organic social media

53

8

243

@ChereneAubert

Cherene Aubert

1 year

Big news to share with you guys. I’ve accepted a role as ILIA’s new VP of Digital & Ecommerce. @iliabeauty ILIA’s a beloved clean beauty innovator that sits at the intersection of clean skincare and high-performance cosmetics.

ILIA Beauty - Clean Beauty & Cosmetics | ILIA

Shop clean makeup from ILIA Beauty—featuring mascara, foundation, and more. Try ILIA’s clean beauty to make your skin look and feel alive.

58

5

225

@ChereneAubert

Cherene Aubert

3 months

The era of the growth marketer is phasing out, and the era of the brand marketer is phasing in

51

12

220

@ChereneAubert

Cherene Aubert

2 years

Who’s interested in joining a class action against all these politicians who aren’t following SMS opt in laws?

20

1

126

@ChereneAubert

Cherene Aubert

10 months

161% YoY growth. Our best Black Friday by a large margin.

Tweet media one

16

0

123

@ChereneAubert

Cherene Aubert

2 years

Spoke to my FB rep. He said "return on ad spend is subjective". Love this guy.

22

4

119

@ChereneAubert

Cherene Aubert

1 year

99% of DTC loyalty programs don’t create loyalty. They just increase the discount rate on your existing loyalists. Change my mind with examples. Don’t say Sephora

24

6

117

@ChereneAubert

Cherene Aubert

2 years

Bringing a new title to the industry: Head of Slowth

Tweet media one

9

1

102

@ChereneAubert

Cherene Aubert

1 year

Massive day for @bobbiebabyco . We just acquired the most innovative infant formula manufacturer in the U.S.

@bobbiebabyco

bobbiebabyco

1 year

We bought a lil’ something in Ohio 🇺🇸 💚

3

4

34

32

3

102

@ChereneAubert

Cherene Aubert

3 years

Ecom peeps: you’re creating browse abandons by asking customers to navigate away from your site and go to their inbox for that 10% coupon. Stop it. Auto apply coupon after form completion.

5

4

92

@ChereneAubert

Cherene Aubert

1 year

@awwstn I mean there is a number of donuts where you would have to call them. it’s just not 12

2

0

88

@ChereneAubert

Cherene Aubert

8 months

Spoke to my meta client partners today and they said cost caps are for weak non-chads who hate to scale. And I was like I know

19

4

79

@ChereneAubert

Cherene Aubert

2 years

A lot of tweets about LTV:CAC but not a lot of businesses using CAC & retention curve to forecast revenue

5

7

80

@ChereneAubert

Cherene Aubert

2 years

Ahhh tis the season to buy ads for 3X the cost and sell product for 3/4th the price only to acquire customers who will never purchase again… Meanwhile Amazon sold your product to your customers 2 weeks ago But sales next month will stop a catastrophic Q1, right? Right?!?!?

7

5

77

@ChereneAubert

Cherene Aubert

4 months

I still see so many tweets about asc vs cbo, lowest cost vs cost cap. It’s WILD how little yall talk about creative and the effort and creative strategy that goes into making great ads. The creative drives 90% of paid media success, not your tinkering in the account.

27

5

78

@ChereneAubert

Cherene Aubert

1 year

This more time I have in the biz, the less this becomes and joke and the more it becomes real life

@tidemid

Vanilla Gorilla

5 years

Tweet media one

16

60

456

10

4

74

@ChereneAubert

Cherene Aubert

2 years

Steps to turning around your ad account: 1. Open twitter 2. Spend 6-8 hours tweeting 3. Make a few threads 🧵 4. Hide the ROAS metric from your dash 5. Log off for eternity 6. Change careers 7. Emigrate to new country 8. Change your last name 9. Attribution

11

2

72

@ChereneAubert

Cherene Aubert

2 years

It’s not that Facebook ads are less effective…it’s that efficient scale on Facebook requires a higher upfront investment You can get efficient scale fast if you invest heavily in testing volume of creative But the cost of creative production and testing is high

9

5

72

@ChereneAubert

Cherene Aubert

2 years

Let’s all stop stay “moving you to BCC to save your inbox” And instead start saying “kicking you off the thread because you’re now irrelevant”

10

3

68

@ChereneAubert

Cherene Aubert

2 years

Best landing page builder app for Shopify?

48

4

66

@ChereneAubert

Cherene Aubert

4 months

✅ Marked safe from the meta performance marketing summit

13

2

66

@ChereneAubert

Cherene Aubert

2 years

Any growth marketer worth their weight in salt has a retargeting ad set with gorgeous branded content titled “investors and execs”

12

0

64

@ChereneAubert

Cherene Aubert

4 months

If your video ads can’t beat your statics, it’s you🧵 I believed the fallacy that statics “do better” than videos. I was wrong. My video ads just sucked. After months of trying to figure out video performance, we nailed it. Performance has never been better. Videos are winning.

10

4

63

@ChereneAubert

Cherene Aubert

1 year

@graceclarke A hug from my kids is worth more than billions of dollars, my career, my free time, my independence. It’s hard and terrifying AF. Your needs become secondary. At times you are the shell of your former self, as you barely survive to make others thrive. But your perspective…

2

1

60

@ChereneAubert

Cherene Aubert

7 months

I want to host the FIRST EVER dtc dinner that’s put on by dtc operators FOR SaaS brands. SaaS sales reps esp are the unsung heroes of this community. They engage with our content, they invite us to podcasts, they send us stuff in exchange for demos. WE ARE NOTHING WITHOUT THEM

19

0

61

@ChereneAubert

Cherene Aubert

2 years

Dtc Twitter: how we feeling? Are we pumped? Are we psyched? Are we living our Chad media buyer best lives??? Are we even alive rn??? Who else is barely alive?! Hit that MF like!!!!

11

1

61

@ChereneAubert

Cherene Aubert

9 months

I’ve had 2 exits (from my house this week)

14

0

59

@ChereneAubert

Cherene Aubert

1 month

I won’t stop saying it: SaaS people are the backbone of the dtc community. If I ever put out a trash take (hasn’t happened), I know my SaaS squad will still smash like that

13

1

59

@ChereneAubert

Cherene Aubert

4 months

Hard pill for dtc twitter to swallow: Meta’s not to blame for your poor performance

19

0

59

@ChereneAubert

Cherene Aubert

2 years

Do you or someone you love have too many tabs open? Close them. All. At once. If you love something you let it go and if it’s meant to be it’ll come back to you

20

3

56

@ChereneAubert

Cherene Aubert

1 year

Bobbie crossed $100M in 2 years. Listen to the Andrew Faris Podcast where we dig into the supply crisis, cohort forecasting, and how we're going to enlist Elon Musk and Nick Cannon to grow the US population.

Tweet media one

6

3

54

@ChereneAubert

Cherene Aubert

3 years

They laugh at my ROAS…but my MER leaves them speechless

5

1

52

@ChereneAubert

Cherene Aubert

1 month

The worst use case for a/b testing is minor aesthetic tweaks that stem from internal debates. Don’t optimize for who’s right or wrong. Maximize for incremental growth with bigger, high-impact swings.

9

2

53

@ChereneAubert

Cherene Aubert

7 months

I’m considering publishing an Amazon wishlist and allowing SaaS companies to buy wishlist items in exchange for a demo. Thoughts?

20

2

53

@ChereneAubert

Cherene Aubert

29 days

this is actual so insane that i love it

Tweet media one

17

2

51

@ChereneAubert

Cherene Aubert

2 years

I made this for you guys

Tweet media one

7

1

51

@ChereneAubert

Cherene Aubert

2 years

Unfollow me for this take: I like last click attribution

23

1

49

@ChereneAubert

Cherene Aubert

1 year

Today, Bobbie announces its acquisition of Nature's One. This time last year, the nation was experiencing an infant formula supply crisis. The industry was too reliant on 2 brands. And when one of those brands had a recall, there wasn't enough supply to feed our babies.

Tweet media one

Tweet media two

7

3

50

@ChereneAubert

Cherene Aubert

2 years

Have you or someone you love been personally injured by someone saying "PDP page"? You may qualify for monetary damages. Please join this class action by replying below

14

0

44

@ChereneAubert

Cherene Aubert

2 years

FB reps better watch their backs...TikTok reps are coming to steal their bad reputation

8

3

43

@ChereneAubert

Cherene Aubert

2 years

Are we still on post-purchase surveys or did we move onto attribution again? Trying to plan my next meme

8

0

44

@ChereneAubert

Cherene Aubert

5 months

Mothers deserve more than discounts. We send them back to work 6 weeks after delivery, when their baby is helpless & they’re getting no sleep. They give most of their income to a stranger to raise their kids. They’ll hardly make ends meet & likely not retire. We’re a sick society

12

1

44

@ChereneAubert

Cherene Aubert

2 months

DTC Twitter: where people pay to get publicly roasted by other people in their industry

12

0

45

@ChereneAubert

Cherene Aubert

2 years

What’s the least painful way to drive down CAC? A. New ad creative B. New channels C. Different offers D. Funnel optimization

6

7

45

@ChereneAubert

Cherene Aubert

5 months

Got this pop up after taking a call with my Meta Marketing Pro

Tweet media one

6

0

44

@ChereneAubert

Cherene Aubert

3 months

Since joining ILIA 9 months ago, I’ve taken on the side quest of building our company-wide data architecture, strategy, governance, and insights practice. We’ve just hit a major milestone. We’re opening a role for our first data & analytics lead. Please share or refer!

6

4

43

@ChereneAubert

Cherene Aubert

1 month

ILIA’s coming to Ulta…

Tweet media one

8

1

43

@ChereneAubert

Cherene Aubert

11 months

One of the best pieces of media buying advice was drilled into my head by @TaylorHoliday : never turn off an ad. One of my ads that I had high hopes for was getting no spend and poor performance for a few weeks. In the last 2 weeks, that ad took off & is the best performer.

11

0

43

@ChereneAubert

Cherene Aubert

2 years

18 months after launching DTC, we are now on shelf and online in Target…while our country continues to face a national formula shortage. Bonkers!!! Send me a shelfie if you see us 👀

@bobbiebabyco

bobbiebabyco

2 years

We hit the bullseye, baby 🎯. Proud to be the first US infant formula company to expand on shelf since the formula crisis began. @Target

1

3

27

7

1

43

@ChereneAubert

Cherene Aubert

10 months

Surpassed our bfcm targets on lowest cost. AMA

12

0

42

@ChereneAubert

Cherene Aubert

10 months

“We never do this” - brands during bfcm. Yes you do. You literally are!!!!

7

1

41

@ChereneAubert

Cherene Aubert

1 month

I’m hiring a unicorn paid media buyer who can do both search and social.

Tweet card media

ILIA, Inc. - Paid Media Specialist (Paid Search)

ILIA is looking for a dynamic and results-driven Paid Media Specialist (Paid Search) with a strong analytical mindset and a creative eye for performance ads. As an expert in Paid Social and Paid Searc

iliabeauty.recruitee.com

9

6

42

@ChereneAubert

Cherene Aubert

2 years

Luckily for brands, I’ve postponed all of my shopping for the past 11 months and have saved it all for the next 2 weeks. You’re welcome

6

0

41

@ChereneAubert

Cherene Aubert

3 years

Who the heck sent me this 🤣🤣🤣 the note reads “With ❤️ from your CTC fam”. I’m dead

7

0

40

@ChereneAubert

Cherene Aubert

5 months

I cannot believe this man is real

@AaronOrendorff

Aaron Orendorff

@AaronOrendorff

5 months

Tomorrow. 1pm ET. The Biggest Reveal of the (Ecommerce) Year! @TheDTCShoooooow x @HireFireTeam x @RabahRahil x This Guy 🤓 It’s a bop.

48

7

102

6

1

41

@ChereneAubert

Cherene Aubert

10 months

Compliments from your media buyer: Priceless. (Not shown, years and years of trauma)

Tweet media one

5

0

39

@ChereneAubert

Cherene Aubert

2 years

when life hits you with challenges, when ROAS is shit, when your fb rep stops calling you, when no one else is there for you…dtc Twitter will be there for you

5

2

39

@ChereneAubert

Cherene Aubert

5 months

DTC: degenerates to consultants

6

3

40

@ChereneAubert

Cherene Aubert

4 months

My preferred methodology for creative testing in meta: put creatives belonging to related concepts in one evergreen campaign. Miss me with that testing campaign mess. What happens will shock you. As winning creatives fatigue, sleeper creatives take off. Bad ads won’t spend.

15

0

39

@ChereneAubert

Cherene Aubert

6 months

Career advice from a seasoned professional (me): 1. End every work day by closing all tabs 2. Type “ecom” instead of “ecomm” to save time & look cool 3. Mark all emails as read 1x a month to start fresh 4. Reply to someone sending you their calendly by sending them your calendly

12

0

39

@ChereneAubert

Cherene Aubert

1 month

The basic principles of UX and CRO haven’t changed over the last 10 years: 1. Design for mobile 2. Reduce friction 3. Build trust 4. Show, not tell I continue to be shocked at how many brands (big and small) struggle with these.

5

1

39

@ChereneAubert

Cherene Aubert

2 years

99% of my daily brain power is spent on resisting the urge to say “did you convert though” whenever someone shares an ad

13

0

37

@ChereneAubert

Cherene Aubert

3 months

has anyone ever in-housed a media buyer who can do paid search + paid social buying?

46

0

37

@ChereneAubert

Cherene Aubert

8 months

Here’s what I got to say to the cost cap bros: A “50% off everything” ad will win and scale in a cost cap ad account… but will that ad grow your business? Don’t let the cost cap bros shrink your funnel. Ads that drive awareness drive high CPA and are NECESSARY for growth.

16

2

38

@ChereneAubert

Cherene Aubert

4 months

ILIA reached 1 million Instagram followers this month. All of us pay to show people our social content and hope they convert. But it's VERY rare for a brand today to get 1 million people to OPT IN to seeing their Instagram content. I dare you to make consumers care about you.

Tweet media one

6

1

36

@ChereneAubert

Cherene Aubert

2 years

DTC November vibes

Tweet media one

5

1

36

@ChereneAubert

Cherene Aubert

8 months

DTC Twitter is so focused on Solo Stove that they completely missed Josh wine

Tweet media one

Tweet media two

Tweet media three

Tweet media four

7

1

37

@ChereneAubert

Cherene Aubert

8 months

This man @TaylorHoliday gave me a street MBA & turned me into a beast Ad account tear downs, statlas jams, ad philosophy classes, growth guide training. He’s an expert educator who poured learnings into his team & can give a masterclass on decentralizing organizational knowledge

@TaylorHoliday

Taylor Holiday

8 months

I knew she was a legend from the day that I met her… During our interview process we used to ask these really open ended brain teasers to see how people think. Most of the time people would get incredibly nervous and start to panic or get really quiet while trying to think

Tweet media one

10

3

50

4

1

34

@ChereneAubert

Cherene Aubert

9 months

Having been on the inside, I can say that not everyone in the category has naturally occurring demand. Bobbie is a beast of a business that has unlocked product-market-fit and has built a brand that touches hearts. Done it so well that they had to acquire manufacturing to scale.

@connorrolain

Connor Rolain

9 months

why spend millions of dollars per year generating demand when you can simply select a category that have naturally occurring demand generation?! well done, bobbie.

Tweet media one

9

1

66

3

1

36

@ChereneAubert

Cherene Aubert

8 months

My favorite part of telling people they’re wrong is having @AaronOrendorff reacting in the corner.

@AaronOrendorff

Aaron Orendorff

@AaronOrendorff

8 months

Tell ‘em @ChereneAubert “And wrong. That is so wrong. Everyone’s doing it wrong.” What’s she torching? Planning, marketing, and measuring channels separately. “Businesses view themselves as different sales channels, but that’s not how consumers view businesses. “We have our

10

4

51

9

4

36

@ChereneAubert

Cherene Aubert

2 years

YOU GUYS!!! I made it as a finalist for The Consumer Packaged Awards growth marketer of the year!!! Help me win so I can finally help my parents understand what I do for a living! Vote for Cherene Aubert as Growth Marketer of the Year:

4

2

37

@ChereneAubert

Cherene Aubert

4 months

You can ignore 99% of what guru Twitter tells you to do and just do what your customer wants you to do and get infinitely better results

6

2

37

@ChereneAubert

Cherene Aubert

12 days

Got my toddler a twin mattress and the sms welcome flow is all discounts for another mattress. Classic case of running the dtc playbook and not even considering the customer. Sell me some mattress protectors, some seasonal sheets, something anything other than another mattress!

8

1

36

@ChereneAubert

Cherene Aubert

4 months

It’s a little known fact but im the 9th operator

@SeanEcom

Sean Frank

4 months

Next guest is @ChereneAubert recording this Friday. If you have questions for here, comment that too

4

1

12

4

0

36

@ChereneAubert

Cherene Aubert

2 years

Twitters been feeling stale. Can we bring up attribution again? Convinced there’s no hotter topic

15

0

36

@ChereneAubert

Cherene Aubert

2 years

Email test idea: Send an out of stock notification to past purchasers of the product complimenting their good taste and celebrating how ahead of the curve they are. then suggest other products that are ahead of trend that they might like

6

0

35

@ChereneAubert

Cherene Aubert

3 months

Every growth marketers dream is to work at Temu make ads that have big giant “$0” in red with a countdown timer and spinner wheel and a “LAST CHANCE” ticker scrolling across the top.

8

0

35

@ChereneAubert

Cherene Aubert

2 years

Learnings from the last couple of days on Twitter: -lot of ppl don’t when to stop tweeting -lot of ppl who don’t know when to stop tweeting don’t realize how bad it makes their company look -lot of ppl who like those tweets don’t realize the same is happening to them

1

3

35

@ChereneAubert

Cherene Aubert

11 months

I come to dtc Twitter for the drama, and I stay in dtc Twitter for the drama

7

0

33

@ChereneAubert

Cherene Aubert

7 months

Unpopular opinion: I’m personally over short form video. I find myself watching more and more long-form social video content. Anyone else?

18

0

35

@ChereneAubert

Cherene Aubert

2 years

Marketers: hypothetically, if I invited you to a gathering with likeminded professionals to argue over hot takes and arm wrestle, would you attend?

14

0

35

@ChereneAubert

Cherene Aubert

5 months

I love my career and I love being a mother but I hate that the two rob from each other

6

0

35

@ChereneAubert

Cherene Aubert

2 years

1. Your Offer The single most impactful growth lever in your tool belt. When polled, growth marketers may name channels like “paid” or “email” as their biggest growth drivers. But those are just vehicles to the offer. The right offer can 2X CR and reduce CAC by 4X. (Validated)

2

2

34

@ChereneAubert

Cherene Aubert

10 months

If you use cost caps, mark zuckerberg himself unlocks a secret special audience vault (it’s not retargeting) that finds you conversions at the cost cap you set. I heard this from a meta algorithm scientist

6

0

34

@ChereneAubert

Cherene Aubert

2 years

Wow great news everyone. I’ve (obviously) been nominated for @get_repeat CPAs for Growth Marketer of the Year and I didn’t even nominate myself! I’d like to thank my friends, family, fans, colleagues, Twitter followers. Have a nice night

Tweet media one

6

4

34

@ChereneAubert

Cherene Aubert

4 months

Zuckboi: Sigma male Media buying degen Pays for twitter 100% of account is cost cap Talks about touching grass but doesn’t What else?

18

0

33

@ChereneAubert

Cherene Aubert

9 months

Insane how it’s only Jan 3 and your agency already cut CPMs in half

4

0

32

@ChereneAubert

Cherene Aubert

2 months

@mattlady That’s my take after seeing brands invest only into paid and expect to see the results that we were seeing 10 years ago. AND ad creative is the hardest thing to crack for paid success. If you can nail a steady stream of organic content, way easier to put paid behind it

2

0

33

@ChereneAubert

Cherene Aubert

3 months

Looked at @seempaq header too many times and finally caved

Tweet media one

Tweet media two

Tweet media three

11

0

33

@ChereneAubert

Cherene Aubert

4 months

🚨Hot take alert🚨 IMO the widespread issue is that the majority of people responsible for advertising don’t know how to advertise to consumers in a way that drives attention, interest, desire, and action. See: 99% of statics all look the same. eventually shrinks awareness

@nachovanzini

Nacho Vanzini | DTC Growth

4 months

@ChereneAubert Would you pin the blame on ads just being bad across the board or what do you think is the reason for widespread downturn in performance ?

0

0

1

10

1

31

@ChereneAubert

Cherene Aubert

2 months

joining a startup is fun. you get to build teams, structure systems, and drive growth for the first time. this is my first time coming into a company post-acquisition. a lot more rebuilding, restructuring, and reaching new growth plateaus. way more challenging, & way more fun.

8

2

32

@ChereneAubert

Cherene Aubert

2 months

Funnels are out. Tornadoes are in. 🌪️

5

5

32

@ChereneAubert

Cherene Aubert

4 months

20 likes and I’ll drop my EXACT pricing strategies for scaling from 7-9 figures

5

1

29

@ChereneAubert

Cherene Aubert

10 months

I LIVE FOR THIS WEEK!!!!!!

3

0

31

@ChereneAubert

Cherene Aubert

4 months

i came to dtc twitter for the community, but i stayed in dtc twitter for the degenerates

9

0

32

@ChereneAubert

Cherene Aubert

2 years

$1M/mo spend on FB $73k/mo spend on branded search

@SchmelebeckPPC

Collin Schmelebeck

@SchmelebeckPPC

2 years

2 Comma Club Alert 6 months $73,000 ad spend $1,000,300 conversion value (of course brand is in here but damn)

Tweet media one

14

1

112

1

0

31