In episode 451 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Toral Patel, vice president of marketing and e-commerce at Kopari Beauty, a skin and body care brand focused on clean beauty products. Listen in as Patel provides an overview of the company and her role within the organization (1:00), the factors that have contributed to the brand's rapid growth (3:15), and how new product innovation is key to its growth strategy (5:15). She discusses the role influencers play in Kopari Beauty's overall marketing strategy (8:10) and how her team ensures the brand's values are represented authentically by its influencer partners (10:05).
In addition, Patel discusses how Kopari Beauty tracks influencer content performance across channels (11:35), its content strategy for each social platform (12:50), the ways it measures how consumers are engaging with content (14:15), and the benefits of producing and hosting content on Kopari's website (15:00). Lastly, she touches on the consumer behaviors and trends Kopari Beauty is tapping into (15:45), as well as the agile, fast-paced collaboration needed between internal teams to deliver new product innovation (17:00).
Toral Patel has over 14 years of experience in the marketing and e-commerce industry. She began her career in 2009 as an assistant brand manager, marketing for L'Oréal. Patel then held the roles of senior brand marketing manager and brand marketing manager for the same company from 2010 to 2012. In 2012, Patel became a senior manager, corporate Centurion and Platinum Card Product Management for American Express. She then moved to senior manager, segmented content marketing for American Express from 2014 to 2016. In 2016, Patel became a director of consumer engagement marketing, RODIN olio lusso for The Estée Lauder Companies Inc. Most recently, in 2021, she became vice president, marketing and e-commerce and director of digital and e-commerce for Kopari Beauty.
Toral Patel has earned a Masters of Business Administration from NYU Stern School of Business and a B.S. in Biology from the University of Connecticut.
