In episode 448 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Libby Strachan, director of brand marketing at Free People, an Urban Outfitters, Inc. global lifestyle brand with offerings in unique apparel, intimate wear, shoes and accessories; and Kristen Dolan, senior vice president of growth at Influential, an AI social data and conversion technology. Strachan discusses the Free People brand (0:50), Dolan provides an overview of Influential (1:15), influencer marketing efforts at the lifestyle brand (2:05), and finding the right fit for influencer partners (3:05). They discuss the partnership between Free People and Influential (3:55), influencer marketing strategy across channels (4:55), and how Influential is helping the retail brand track the effectiveness of its marketing strategy (7:10).
In addition, Strachan and Dolan discuss new customer acquisition (8:20), live shopping (9:05), testing different marketing strategies (10:50), and how Free People tracks cross-channel shopping behaviors (12:10). Lastly, they touch on the use of artificial intelligence in influencer marketing (13:10).
As director of brand marketing at Free People (part of Urban Outfitters, Inc.), Libby Strachan leads cross-channel campaign strategy with strong oversight of influencer partnerships and social media. She has excelled in bringing innovation to Free People through the launch of its live shopping channel, expansion of influencer programming, and execution of Free People’s Clio Award-winning partnership with Prime Video for Daisy Jones & The Six. Prior to her role at Free People, Libby led marketing for direct-to-consumer brand The Nue Co and helped build 360 brand partnerships and advertising for digital publisher Who What Wear.
Kristen Dolan is the senior vice president of growth at Influential, the largest influencer marketing company leading the industry in revenue. As the driving force behind innovation at Influential, Kristen is a catalyst for transformative ideas that redefine the influencer landscape. She collaborates closely with clients to craft groundbreaking solutions that not only resonate but also deliver measurable business outcomes. Prior to Influential, Kristen led programmatic digital and social practices across client portfolios for Publicis and Ogilvy & Mather.
