30 - More Creators And Less Control On Paid Social with Alvaro De La Rocha, CMO at Bespoke Post

Alvaro De La Rocha, CMO at Bespoke Post, joined me on the Modern Startup Marketing podcast. 

Another Kellogg connection on the show! Plus the co-founders are also from Kellogg. What a team! 

Alvaro has held previous roles at Ogilvy and Microsoft, on both the product and marketing side. 

Bespoke Post was founded in 2011, has 73 people, and is based out of NYC. They've raised $8.9M in funding. 

Bespoke Post is goods and guidance, delivered monthly. Themed boxes full of enviable gear – shaving sets, shoe shine kits, home bar essentials. They partner with under-the-radar brands so you can discover the coolest selection of goods and gear. And to help out during the Covid-19 crisis, they've purchased over $38,412,000 of products just from small businesses. 

Esquire magazine says "You can't put a price on the fun you'll have opening the boxes." 

Here's what we hit on: 

What does that mean, goods AND guidance; 

Quick pitch about your company, who you’re for, what problem you solve (if there’s anything I missed); 

Who's on the (marketing) team? Anything unique in the way that you’re structured; 

You've been at Bespoke Post for 8+ years, started as the Director of Marketing. What were you doing in those early days to stand out? (HINT: getting featured on podcasts back in 2012?!); 

Promoted to VP of Marketing, then to CMO. What did you have to take on for each role? What do you need to do to be successful? (HINT: good hiring + knowledge sharing to speed up your learning curve); 

Marketing: what’s working well for you right now? what channels? (HINT: FB/Insta, podcasting, and TikTok); 

How are you making FB/Insta/TikTok work for you, specifically? (HINT: more creators for social ads + less control); 

What’s the brand personality; 

How are you specifically leveraging podcasts? (HINT: more testing and not so worried about CAC); 

How do you differentiate from other players, other subscription boxes; 

Top items purchased from Bespoke Post in the past year; 

What are the last 2-3 really good (marketing) ideas you've come up with; 

What’s your “favorite failure”? 

You can find Alvaro on LinkedIn: www.linkedin.com/in/alvaro-de-la-rocha-2549b3/ 

Find out more about Bespoke Post: www.bespokepost.com 

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You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov

on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg

or visit this website: www.furmanovmarketing.com

Thanks for listening!