274 | Building Authentic Connections in Celebrity Partnerships | with Karina Kogan

Karina Kogan is an award winning marketing and technology executive with a track record of feuling transformational growth and digital innovation for disruptor brands.

Karina currently serves as Chief Commercial and Marketing Officer at Pvolve, an omnichannel fitness company that in 2023 announced a strategic partnership with Jennifer Aniston.

Karina has spent two decades working at the intersections of innovation and marketing with prior roles as CMO of Oura, SVP & Global Head of Product Marketing at Peloton, and SVP of Digital Media and Products at WarnerMedia.

Karina also holds board and advisory posts at Jackpot.com, FightCamp, among others.

In This Conversation We Discuss:

• [00:46] Intro
• [02:19] Growing an omnichannel fitness brand
• [03:02] Reflecting on career journey to Pvolve
• [04:25] Jennifer Aniston's organic connection to Pvolve
• [06:28] Authenticity in brand-talent partnerships
• [07:21] Trend: celebrity collaborations in consumer brands
• [10:22] Electric Eye: your true Shopify experts
• [11:20] How functional fitness became the solution
• [12:59] Building strength and flexibility using Pvolve
• [13:49] Bringing on key team members to drive growth
• [14:54] Collaborating with agencies and vendors
• [15:42] Combining home workouts and in-person studios
• [16:43] The diverse responsibilities of a CMO
• [18:15] Stay relevant: the value of continuous learning
• [19:36] Strategic resource allocation for maximum ROI
• [20:41] Leveraging networking & relationships as startups
• [22:02] Tap into functional fitness with Pvolve

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Functional and omnichannel fitness with resistance equipment pvolve.com/
• Follow Karina Kogan linkedin.com/in/kogankarina/
• Schedule an intro call with one of our experts electriceye.io/connect

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