In many ways, Qurate is at the leading edge of innovative retail marketing. By pushing the bounds of where and how customers interact with products and the people that represent them, Naomi Jacobs, Qurate’s Director of Social Strategy for QVC & HSN, along with her team, are carrying the torch for what consumer engagement looks like in modern retail.
Welcome to the Conversations with CommerceNext podcast, I’m your host Michael LeBlanc, and this podcast is brought to you in conjunction with CommerceNext and presented by Wunderkind.
In many ways, Qurate is at the leading edge of innovative retail marketing. By pushing the bounds of where and how customers interact with products and the people that represent them, Naomi Jacobs, Qurate’s Director of Social Strategy for QVC & HSN, along with her team, are carrying the torch for what consumer engagement looks like in modern retail.
Together with Scott Silverman I leverage my own retail and marketing experience in the interactive retail space in this in-depth interview with Naomi. We shine a light on the depth and breadth of Qurate and Naomi talks about the different models and formats that Qurate leans towards, sharing her insights on everything from paid vs. earned content, livestreaming and TikTok.
Plus, stay tuned for Naomi’s top tips for building a career in digital retail marketing.
Thanks for tuning into this episode of Conversations with CommerceNext. Please follow us on Apple, Spotify, Amazon Music or your favorite podcast platform where we’ll be sharing career advice and marketing strategies from eCommerce and digital marketing leaders at retailers and direct-to-consumer brands each and every episode. CommerceNext is a community, event series and conference for marketers at retail and direct-to-consumer brands. Through our online forums, interviews, webinars, summits and other in-person events, we harness the collective wisdom of our community to help marketers grow their businesses and advance their careers. Join CommerceNext events to meet other industry leaders and learn the latest ecommerce and marketing strategies. You can find upcoming events at CommerceNext dot com
Have a fantastic week everyone!
ABOUT US:
Scott Silverman
An ecommerce veteran, Scott Silverman has been active in the industry since 1999 and is passionate about digital retail and the innovation driving the industry. Scott Silverman is the Co-Founder of CommerceNext. Previously, he spent 10 years as Executive Director of Shop.org where he launched the Shop.org Annual Summit. Scott co-invented “Cyber Monday” in 2005 and was the founder of Cybermonday.com in 2006, a shopping site that has generated more than $2.5 million for Shop.org’s scholarship fund.
Veronika Sonsev
Veronika Sonsev is the Co-Founder of CommerceNext. She also leads the retail practice for Chameleon Collective and is a contributor for Forbes on how to grow retail and ecommerce in the age of Amazon. Having spent the last 10+ years working with some of the largest retailers and direct-to-consumer brands, Veronika has intimate knowledge of the challenges facing retail and ecommerce today. She is also an advocate for women in business and founded the global non-profit mBolden, which is now part of SheRunsit.
Michael LeBlanc is the Founder & President of M.E. LeBlanc & Company Inc and a Senior Advisor to Retail Council of Canada as part of his advisory and consulting practice. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience, and has been on the front lines of retail industry change for his entire career. Michael is the producer and host of a network of leading podcasts including Canada’s top retail industry podcast, The Voice of Retail, plus Global E-Commerce Tech Talks and The Food Professor with Dr. Sylvain Charlebois. You can learn more about Michael here or on LinkedIn.
About CommerceNext
CommerceNext is a community, event series and conference for marketers at retail and direct-to-consumer brands. Through our online forums, interviews, webinars, summits and other in-person events, we harness the collective wisdom of our community to help marketers grow their businesses and advance their careers. Join CommerceNext events to meet other industry leaders and learn the latest ecommerce and marketing strategies. You can find upcoming events at https://commercenext.com/commercenext-webinars/.
SUMMARY KEYWORDS
qvc, customer, host, hsn, people, retail, social, platform, brands, feel, amazing, social media, naomi, opportunity, career, commerce, marketing, business model, shopping, role
SPEAKERS
Naomi Jacobs, Michael LeBlanc, Scott Silverman
Michael LeBlanc 00:05
Welcome to the Conversations with CommerceNext podcast. I'm your host Michael LeBlanc and this podcast is brought to you in conjunction with CommerceNext, and presented by Wunderkind.
Michael LeBlanc 00:13
In many ways Qurate is at the leading edge of innovative retail marketing. By pushing the bounds of where and how customers interact with products and the people that represent them. Naomi Jacobs, Qurate's Director of Social Strategy for QVC and HSN, along with our team are carrying the torch for what consumer engagement looks like in modern retail.
Michael LeBlanc 00:31
Together Scott Silverman, I leverage my own retail marketing background in the interactive retail spaces in this in-depth interview with Naomi. We shine a light on the depth and breadth of Qurate and Naomi talks about the different models and formats that Qurate leans towards sharing her insights and everything from paid versus earned content, live streaming and TikTok.
Michael LeBlanc 00:51
Plus, stay tuned for Nairobi's top tips for building a career in digital retail marketing.
Naomi Jacobs 00:56
We are super focused on finding new emerging innovative opportunities that will help to grow our business but all that are powered by social media and influencer marketing. So, things like launching Facebook Messenger bots, we few years ago created the QVC crew, crew, Q crew and the HSN, share squad, customer-driven advocacy programs where our customers can actually promote product on their social platforms and get paid for it.
Michael LeBlanc 01:28
Let's listen in now. Well, Naomi, thank you for joining us on the Conversations with CommerceNext podcast, I'm very excited to have the opportunity to talk to you I spent seven years at the Shopping Channel in Canada, which is a very, very similar, very familiar format. I think I had QVC and HSN on my office TV's 24/7. And listen, it's so exciting, and thanks so much for joining us.
Naomi Jacobs 01:52
Thank you for having me. Happy to be here.
Michael LeBlanc 01:55
And of course, I'm joined with CommerceNext Co-founder, my co-host Scott Silverman. Scott, so, how's the weather settling out in your parts these days?
Scott Silverman 02:03
Well, the hurricane came through and we all got very wet. And now, it's hot and sunny, just the way it should be.
Michael LeBlanc 02:12
Oh, it's kind of like running a conference. Right? You know, you got a hurricane of events happening, and that's happening really soon. And now it settles down and the great content follows, so, fantastic.
Michael LeBlanc 02:22
Well, Naomi, let's just jump right in. You know, I, I know a lot about Qurate a lot about your channels. But I think many people would know the name, they'd certainly know QVC, HSN. But they might not know the whole scope and scale and the different banners of the business. Let's start there. Tell us a little bit about first of all yourself, and then a little bit about the business.
Naomi Jacobs 02:44
Happy to. So yes, so nice to see pleased to be here. Naomi Jacobs, I lead what's called social strategy for QVC, we can get into what that means in a little bit. But I've been with a company for 10 years. Qurate retail is an amazing portfolio of brands, seven leading retail brands, actually, which may not be as known. They include QVC and HSN. As you've shared Zulily, Ballard Designs, Front Gate, Grandin Road, and Garnet Hill in the US. But we also operate globally. So, we have live networks, also in Japan, Germany, Italy, and the UK, reaching over 200 million homes worldwide, which is an amazing reach.
Michael LeBlanc 02:22
Phenominal.
Naomi Jacobs 03:26
14 television networks. And then of course, obviously reaching millions and millions more through the power of streaming and social and our mobile apps and websites. And then of course some of the brands with their in-store experiences as well. So, you know, we often say that Qurate retail is, you know, brands for people who love to shop and crave really engaging shopping experiences. So, they want something beyond transactional e-commerce or traditional brick-and-mortar experiences. And that's where we come in. So, our businesses provide customers with these, you know, incredible Quarted collections of products. But the, you know, the, the, the special add-on there is that we do it through the power of personal personalized, relevant storytelling, bringing humanity the shopping, we like to say.
Michael LeBlanc 04:19
Well, it's fair you know, it's, I think it's somewhat perhaps under-appreciated the, the amount of live television for example, that that that is produced. I mean, you were experiential retail before experiential retail is a thing you're live streaming, retail before live streaming retail was the thing, really a pioneer, and, you know, it shows in the rankings. you're I also digital powerhouse, right, an e-commerce powerhouse. It's really a, an interesting business. So, dynamic. You know, one of the things as I said, I've had some experiences that dynamism on stage that a lot of retailers would just be envious of, hey, that that phrase isn't working. Let's change a different phrase like it must be so interesting for you to sit and, and watch and consume and then reflect back on your channels and your portfolio, yeah?
Naomi Jacobs 05:03
Absolutely. And it's been, you know, really incredible to see kind of the business model that was already at play through that very kind of, in the moment live, you know, urgent connective business model. And then with the, kind of, added on addition of what's happening in digital and social over the past 10 plus years.
Michael LeBlanc 05:24
Yeah.
Naomi Jacobs 05:24
and being able to connect those two powers, I really think has been a big differentiator for us.
Scott Silverman 05:30
Yeah, I've had an opportunity to do a tour of QVC, a number of years ago, and it's so impressive when you're there, and you see the studio and the data that's being analyzed, you know, second by second. And then to hear the digital story and this virtuous cycle, that, you know, I guess, in internet-speak, a flywheel, that just takes people between digital and TV, and email. And it's, it's really powerful. And, like Michael said, I think a lot of people aren't fully aware of how powerful that is. So, it's, I'm, so, I'm excited that we have a chance to talk to you and get into a little bit and, and not just because you're with QVC, but you've been a great contributor to CommerceNext, you're on our advisory board. So, thank you very much for all of that, I think you were a speaker at the very first CommerceNext and you've been on our real and our virtual stages, and offering your insights. And it's amazing that you've been at QVC for 10 years, which is fairly uncommon in this industry, when there's so much turnover. But, yeah, I'd like to hear a little bit more about, you know, what does it mean to be the director of social strategy, and what can you tell us about your journey over those 10 years at QVC, that led to where you are right now?
Naomi Jacobs 07:05
I'm happy to, one of my favorite topics, I truly cannot believe how fast 10 years has flown by, blink of an eye, I guess, when you combine the business model of QVC. And the fast-paced nature of social, 10 minutes is, or 10 years, excuse me, feels like 10 minutes. But I joined. Gosh, I joined QVC in early 2011, a few former teammates of mine and marketing and started getting social media up and running for the company. And you know, at the time, it was basically non-existent. It was you know, brands just getting kind of up and running. No, really trying to figure out the role that social media at the time, like really just like the platform's would play for an organization, I was the first person hired at QVC, to support what, you know, that team had started. And it was really at the time when it was beginning to scale both for our organization as well as the industry as a whole.
Naomi Jacobs 08:02
But, you know, in the beginning, it was, you know, there were no rules or playbooks or guidelines. And truly, it was one of the best times of my career because we, you know, we're learning constantly and so many times we've talked about, and referenced Sheryl Sandberg. And she has a famous quote, of course of, you know, if you're given a seat on a rocket ship, just like get on, don't ask which seat just hang on and go and I think many of us kind of in the early days of social for QVC, you know, often touched on that because it felt so real for us, like we were just grabbing on holding on. But it truly let me up. And after graduating, I feel like it took, took me a minute to kind of figure out where I, where I wanted to end up and what I wanted to do, and I'm dating myself completely here, but social media was not you know, in its current form, of course, when I was in, in school, but um, you know, I was always super passionate about marketing, I was a collector of milk ads and my dorm room walls were covered with Ralph Lauren perfume ads, like I very much thought I would take this traditional marketing, get my marketing degree and just go in, you know, do it the way that had been done years and years before. But then, you know, the dawn of social media really gave me something that truly like I said, let me up inside.
Naomi Jacobs 09:22
And I feel super proud to have been kind of part of the early days of where we were for the organization as it relates to social but today we have, gosh, dozens of team members across the business focused on social media strategists and amazing customer care organization, developers, designers, paid team, you know, just so many, so many people kind of like leaning into this, you know, this massive element of the organization that we've built. So, it feels like something that was really special to be a part of at the beginning and, you know, knowing that we have that direct link to our customer, but also QVC and HSN have always really understood social at their core.
Michael LeBlanc 10:08
Yeah.
Naomi Jacobs 10:08
And we were this, you know, tiny little organism, a tiny little team inside this massive organization. And we were quite literally building this program from the ground up and from scratch. And it's been awesome. But fast forward today, where we are. So, I have this, what I think is basically the coolest job ever, I sort of sit in between all of those teams I just referenced, leading what we call social strategy for QVC and HSN. We are super focused on finding new emerging innovative opportunities that will help to grow our business, but all that are powered by social media and influencer marketing. So things like launching Facebook Messenger bots, we few years ago created the QVC, crew, crew, Q crew and the HSN, share squad, customer-driven advocacy programs where our customers can actually promote product on their social platforms and get paid for it. Right now, we're leaning a ton into our organic and paid TikTok strategies, you know, finding new places for us to show up, and spending a lot of time evolving our social live streaming strategy. So it, it sort of runs the gamut of all the things that are really powered by that magical connection that we can create with a customer, and the stories that we can tell on social media.
Scott Silverman 11:29
And just to be clear, I think a lot of people when they think of social media, within marketing and retail, they think there's kind of the earned, you know, opportunity in the paid opportunity. But it sounds like you're almost exclusively on the "earned" part of it, along with other things like, you know, using the social media channels for customer service and things like that, do I have that right?
Naomi Jacobs 11:55
For the most part, I mean, we have a an amazing paid team as well that I work super closely with, you know, we have a lot of work ahead of us in regards to and I should say a lot of opportunity ahead of us in terms of how we connect the dots there, but certainly look at social from a 360 perspective in regards to earned and paid, you know, how we're pulling our customer voices into that user-generated content, what customer service means on social, the way that we show up from a video perspective, it's all very, you know, very intertwined across QVC, and HSN. And I think my team's role really helps to connect those dots there and make sure that we're thinking holistically about the customer experience and all the opportunities that these platforms present, and always sort of connect those two together to bring that, you know, social experience to life.
Scott Silverman 12:52
So, yeah, I mean, we kind of touched on, you know, the, the QVC, the Qurate business model around being on live television, and it's funny how this big buzzword right now is live streaming. And you're seeing a lot of startups in this space and retailers experimenting in this, but I mean, QVC and HSN. You guys are the OGs of live streaming. Tell me a little bit more about, like, what do people overlook about the power of live streaming or TV commerce, what do you think most people don't really understand?
Naomi Jacobs 13:27
I love this question. I feel like, you know, it does feel like, right, it's, it's what's going on, it's been incredible to see this wave of live stream shopping. And I think, internally, we all agree that it's an amazing endorsement of our business model, and the one that we've been innovating on for 40 years. And we know the, you know, we know the magic behind it. And know, we've obviously added new formats and new platforms as our customers’ needs have evolved. Then we see what's happening in China and the amazing live stream shopping culture that's there. That's obviously driving, you know, some of this interest. Of course, we're seeing everything that's happening here in the US, as you mentioned, with, you know, startups emerging, other retailers getting into the space like we're obviously familiar with Amazon live and you know, the things in, in that realm, but even, you know, the social platforms and media platforms, getting into live streaming as well.
Naomi Jacobs 14:21
And then here we are sort of sitting in the middle of it Qurate retail group QVC. In HSN, we have this incredible model that brings that experience to life, their video, the power of storytelling, but, you know, I say this, you know, everyone is obviously very well aware of this, but there's clearly been a massive shift in not just consumer behavior over the past 18 months, but how fast that shift is happening and, you know, people wanting to create, wanting to create and crave that, you know, connection. The fundamentals of shopping haven't really changed. It's still about, you know, the joy of discovery and, you know, wandering into your favorite shop and, you know, today's virtual world, you know, how, how do we inspire someone, how do we, how do we bring that, that feeling to them that they would get when they find something in a store that they wandered in. And I think that's what we've always done and what we'll continue to do in the future, regardless of how things evolve. But to me, that is the differentiator. And I think what is very often overlooked about our model, or in some ways how people feel it can be replicated easily or quickly. And I think the message for me is that it's not always about being live. But the relationship that's developed between our hosts and our vendors and guests and the customer.
Naomi Jacobs 15:48
I, it's funny, I actually referenced this story all the time. So, I get asked this question quite often by lots of different people. And I think about this story from years and years ago, and gosh, it might be 10 years ago, but I came across a Facebook post on I think it was on QVC Facebook page years and years ago, and a customer had made a comment on our page, he had purchased something, watching a live presentation on air, and he started asking questions on our page, directed to that show host to the hosts that had presented that item to him. He was trying to get ahold of him. He very much felt like that host was the most knowledgeable person about that item. And he wanted to be sure that those questions made their way to him. And I remember thinking, oh my gosh, this is how our, this is how our customer feels when they connect with our hosts and our guests. They, they truly felt that that host had shared his knowledge of that item, enough so that that customer made the decision to purchase it. And when he received it in his home. He had questions about it and he wanted to ask the host.
Michael LeBlanc 17:03
We'll be right back with our interview with Naomi Jacobs, right after this message.
Michael LeBlanc 17:07
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Naomi Jacobs 17:45
It's the same way in which, you know, if you bought something, you know, years and years ago, at a small shop in town, you might walk back in and ask the shop owner, those same questions. It was that magic. And I think that's one of the earliest lessons that I had in our model and the power of it and it's the relationship. That is our business model. And it's through that power of people that we build and retain a customer's trust. So, it's been exciting to see the expansion of new tools and platforms, particularly in social and digital that, you know, they're allowing us to expand that model and that magic into new places and channels and reach customers, anywhere that they want to be and where they're accessing video and shopping content.
Scott Silverman 18:30
So, so all the retailers listening into this, and they're thinking about experimenting with this, like, don't get, you know, too carried away in the shiny objects in life, just focused on a relationship and that connections.
Naomi Jacobs 18:44
Absolutely.
Michael LeBlanc 18:45
Yeah, yeah, it's, it's great advice. And, you know, let's talk about the storytellers for a bit. And the intersection of the storytellers themselves, the hosts, you know, my time at the Shopping Channel, I took host on a glo-, on a Canada-wide tour, because it's a unique format, right, where there's this bond built, but yet they don't really get to meet the people. And it was like a celebrity tour, like people were lined up. And it was funny because sometimes the host didn't even recognize at that time, how powerful they were, and how important they were. How do you think about this intersection of the hosts and the relationship, you know, you mentioned the first example where people are reaching out in social media, they want to talk to the host versus the merchant for example, or even the guest, so, you know, it's not unusual, I, department stores are enabling their associates to kind of get onto social. Are you, are you heading in that path for the hosts, the hosts of such a magic relationship with their customers, I imagine that there's something there to be, to be had, some magic there to be, to be struck.
Naomi Jacobs 19:46
Absolutely. Gosh, are our hosts are, of course, an amazing I don't even want to say an extension of our brand. They, they are, you know, the life of our brand and obviously have a huge, huge role in our overall social presence, we're very fortunate they are built-in influencers.
Michael LeBlanc 20:04
Yeah.
Naomi Jacobs 20:04
And it's amazing to see, you know, the evolution of, you know, the early days of their involvement in social media into the way that they're so integrated into so much of our social and our video content strategy. And, you know, through our site and our apps, every host at QVC, NHSN, is active on social media in some way. You know, they, I, think they all have Facebook, some have Instagram, some are getting started on TikTok.
Michael LeBlanc 20:31
Right.
Naomi Jacobs 20:31
And, you know, of course, we want them to be on the platforms where they feel that they can bring their personality to life in a, in a bigger way than they can do on air. But the platforms, it's the most amazing natural extension of the trust, you know, that they do build on air, because then they can take it into social and get even closer and have direct connections, they share the good days, the bad days, their weddings, their vacations, their pets. And it really does allow the customer to get even closer to them. It's super authentic, it's them. And it brings a level of captivity, I think that is super profound, and one that we were successful in creating through the television format. But now with all these new ways to connect, it's, it's really amazing the way that we've been able to build the presence of our hosts.
Michael LeBlanc 21:24
Just a quick follow-up question on that, do you sign people in the team to help them to be their, kind of, coach and guide at the coast level? Because, you know, being on social being a host is a big job, like people don't appreciate how big a job and how hard that job is, so, it's a lot of work and, you know, picking up and figuring out social and interactions with real people. How do you, how do you manage through that?
Naomi Jacobs 21:49
Great question. It's definitely something that's evolved over time. We've, you know, flexed into it in, you know, certain times and pulled away from it at others. But I think the understanding of the magic and the power that the hosts have on social is undeniable. And we do have, you know, many groups of people within the organization that are supporting their efforts, be it scheduling their time and ensuring that they have, you know, time blocked off on their calendar so that they can create that TikTok moment or start a YouTube video that we're producing, you know, really kind of giving them ample time.
Michael LeBlanc 22:31
If you're enjoying this interview, you may want to join us for CommerceNext IRL on September 28th, 29th. At the New York Hilton Midtown. Some of the speakers you'll be seeing including: Noam Paransky, Chief Digital Officer at Tapestry, Ekta Chopra, Chief Digital Officer at ELF Beauty, Matt Gehring, GM of eCommerce at Everlane, Alex Waldman, Co-Founder and Creative Director at Universal Standard, Jennifer Patrick, Global Branding and Packaging Director at Patagonia, and many more. CommerceNext IRL will cover themes such as the resurgence of brick-and-mortar retail and its impact on eCommerce, and how to prepare for a cookieless future. We can't wait to get the CommerceNext community together in person. And hope you'll join us. Learn more and register now at CommerceNext.com.
Naomi Jacobs 23:10
We also you know, you know this, of course, but Gosh, just keeping up with social media and keeping up with the volume of comments that they get or questions that they get this again, going back to the story I just shared, that our customer truly believes that they are the path to you know, their, their issues, their questions, their concerns, their passions. So, managing that from a customer care perspective and how that gets pulled in as well. Also keeping up with the changes of the platform, so you know, a new format rolls out or a new opportunity or something, you know, we're seeing really working in social, we want to make sure they have that information. So, we're working on, you know, bringing in solutions and technical partners to be able to connect that pipeline more, they have this, this amazing tool in their hand, which is their phone, they are in these incredible moments where they can, you know, record quick content and know everyone can watch what's happening when they're on air,
Michael LeBlanc 24:10
Yeah.
Naomi Jacobs 24:10
by bringing the rest of that to life is you know, it really does a lot of it does sit with them because they are the ones that are truly experiencing
Michael LeBlanc 24:19
Right
Naomi Jacobs 24:19
On the front line, but we do everything that we can on our side to make sure that they are educated, empowered, and encouraged to continue to build that, that presence on the platforms.
Michael LeBlanc 24:31
You know, there's a lot that happens in a host life that doesn't get seen. So, I guess it's that figuring out what continues to build that that bond, you know, behind the scenes in the green room with the vendors of the other, the other guests. And let's talk about what kind of last question around tactical stuff, TikTok, you know, very hot platform, started young aging, pretty quickly, I think it's aging got accelerated thanks to the COVID era. What's your perspectives on TikTok? I mean, in some ways, that sharp, short, fast hit of information feels pretty good for curators, as a medium. But it's tricky, right, it's not, it's, it's it's one to be figured out, right?
Naomi Jacobs 25:10
Yeah, absolutely. Um, gosh, I'm, I'm an old millennial, but I am the hugest fan of TikTok. Oh, my gosh, what a time suck. I have been.
Michael LeBlanc 25:22
Do you ever get, ever get that warning where they say you should take a break? Have you got that lately? I get that sometimes like,
Naomi Jacobs 25:27
No, I have-.
Michael LeBlanc 25:27
No, you should stop. Yeah, if you do it long enough. They eventually, they say, you know, you should probably stop and take a break.
Naomi Jacobs 25:33
I'm shocked. Well, Taylor Swift joined TikTok yesterday. So, I feel like it's all downhill for me from this point out, because I'm just a huge fan of everything she does. I think she's an amazing marketer. So, I'm excited to see what she does with this platform, but I have been a big advocate for it internally, I really think that there is a place for brands on TikTok, I mean, the very essence of the platform is about discovery. And I think like the diversity of talent that we see, and how creative, so, many people are, it's, you know, it's forcing brands to think differently about how we show up, which is obviously, I think, a welcome challenge for marketers that want to think differently. And, you know, we're excited, I think about the opportunity to show up to a new audience.
Naomi Jacobs 26:22
However, at the same time, we can also grow our brand on a video-first platform that is driven by creators, and, you know, they're all doing things that are bringing humor and joy and education to their viewers. So, for me, I feel like it's a perfect match. And you're right, it is aging up, which is great news. And, you know, the, the, the vastness of the platform, you know, lends itself to a great testing ground for marketers, and we're doing a lot right now around a variety of different strategies. I think for the most part, we are learning, figuring it out and having a lot of fun and, you know, playing around with it as we go trying to create, you know, what, what would QVC and HSN, how would we show up on TikTok, one of the things that I'm excited about right now is how we're actually, bringing our on air content into TikTok. So, identifying, yeah, identifying what I think we're calling internally, like, TikTok-able moments. So, these funny little happenings are even like a blooper or an emotional moment, we quickly edit them into a TikTok in a format, that's right for the platform. And I you know, is that our path forward, I think we still have a lot to figure out. But, you know, it's, it's an opportunity for us to really lean into who we are as a brand at our core, but also share content that is relevant for that audience and show up in a different way. So exciting. A challenge for sure, forcing us to think different about content creation. But you know, really our goal is how do we show up here in a way that feels right to our brand, our customers that know and love QVC would feel connected to that experience, but also we show up to a totally new generation, who either doesn't shop here doesn't engage with us doesn't know about us, and they go, Wow, that's cool. So, lots of inspiration there. It's, it's an amazing, amazing place, and so much to learn from and be inspired by, so, I think we're up for the challenge, for sure.
Scott Silverman 28:30
Well, it's gonna be exciting to watch what you're doing. And it seems like TikTok is really being positioned to, in retail, with some of the announcements that, that we've in the news that we've seen. So, this podcast, in addition to getting all these great insights from you about QVC, and marketing and social media, we also like to provide career advice, and you've had this amazing 10 years, where you were starting with a small team, and now you're managing a big team. You know, what kind of advice do you have to be, you know, if you were talking to yourself in 2011, you know, that person what, you know, what would you say, and, and what advice do you wish you would have received that you never did?
Naomi Jacobs 29:22
Well, I think, you know, one of the real-life situations that I see often among my peers, and that I talk about a lot to either, you know, people that are mentoring or, you know, we're seeking career advice, and it will sound so cliche because yes, everyone says this, but to really, truly commit to the fact that your marriage or your career is a marathon and not a sprint, excuse me. And again, everyone says that but really embracing it. I think that's the difference and truly understanding and living it. I think many of my peers that have been the most successful have often jumped around to what would be considered maybe a lateral move. But, you know, allow them to gain experience in so many different areas of the business. And I think the thing I always often say is that things are moving so fast, and particularly if you're in retail and digital marketing, you know, a single step that you take is going to be your last one, unless it's the retirement stuff.
Naomi Jacobs 30:21
So, just to take those steps with confidence and know that you're gaining, you know, incomparable experience as you take roles that, you know, might not be exactly the step you want to take or that you feel might be in the wrong direction. So, I speak to that a lot. And I think the, the, the advice that I wish I had received, I think that was what you said, but did not, you know, really, I think, in the early days of my career, and Gosh, sometimes even still, today, I think, I often felt like I had to have all of the answers all of the time and, right now, a bunch of us on the leadership team are reading dare to lead by Bernie Brown, and gosh, talk about, like, bringing out all the vulnerable moments in yourself. But she talks a lot about what she calls armored leadership, and, you know, the defenses that you, you can put up. And I very quickly learned that my armor is knowing and not always feeling like I had to be the one to raise my hand and I have the answer. And, I am the expert. And I No, no, not an "I know it all" way, but in, I want to be a part of the conversation and I want to contribute, and I want to, you know, be the, be the subject matter expert. But working in social for 10 years, well, that has trained me completely away from that, because no one can possibly have all the answers here.
Michael LeBlanc 20:04
Right.
Naomi Jacobs 31:41
And I've really, you know, embraced that, you know, we're figuring this out as we go mentality. The pace of change alone, as I said, is enough to prove that point. So, you know, so many amazing teams across the organization that, you know, we can listen to and learn from and you know, just that realization that you don't always have to have the answer. And even if you think you have the answer, sometimes it's better to let your team share their perspective. So, something I've had to learn over time that I wish I learned a long time ago.
Scott Silverman 32:14
Alright, well, hopefully, someone will hear this and heed this advice, so. So, I'm going to channel, in the spirit of video, I'm going to channel Sean Evans, from Hot Ones, and say, all right, we are at the end of this interview, and now is your chance to plug something. So, tell us about some of the opportunities at Qurate, and why someone should consider a career there. You should be the perfect spokesperson for this given your career there so far.
Naomi Jacobs 32:45
Oh, thank you. I also am obsessed with Hot Ones. What an amazing series. I'm biased. But my favorite one is Joel Embiid, 76er center, huge NBA fan. He also gives amazing social media. So, if you're not following him on Twitter, even if you're not a Sixers fan, that's another tip I can toss out there, he's great, but I love promoting our new roles. If you are connected with me on LinkedIn, you'll see I share a ton of the digital and social roles open up QVC and HSN. It's an amazing culture. And we're at this, you know, incredible fast-moving intersection of this experiential retail explosion and live stream shopping and what a powerful business model with, you know, 40 years in our back pocket and still so much opportunity ahead. And I think that's why I've been here for 10 years. And you'll often find people that have been at QVC for 10, and HSN for 10, 20, 30 plus years. So, hopefully, that is a ringing endorsement. But I think roles that jump out at me right now we're hiring QVC and HSN, Paid Social Media Manager. So, this is someone that will lead our paid campaigns with our established partners like Facebook and YouTube, but also get to think creatively about how we come to life on TikTok and, and other emerging platforms to come.
Naomi Jacobs 34:10
The other role that I would toss out is we're looking for new QVC E-Commerce Director. And there's just so much innovative work happening in our digital experience right now that is so exciting. And I think this would be a perfect role for someone that has that sort of foundational e-commerce experience that can help us bring our storytelling into our site, but also someone that really sees the, you know, the way to the future for bringing that storytelling to life in a totally new way. So, you know, with everything happening in live streaming and social and, you know, just retail in general, there's so many opportunities to grow with our brands. And you will definitely be challenged, have fun, and learn all about the power of relationships, for sure.
Scott Silverman 34:56
And, you didn't even have to have hot wings in order to say that. So, All right, everybody follow Naomi on LinkedIn to keep up with all of the, the openings at Qurate. And thank you so much for spending some time with us and talking about what QVC is and your career path. And I couldn't be more fortunate to have an interview partner and Michael, who has lived in your shoes in the past. So, thank you, Michael, for being a part of this as well. And
Michael LeBlanc 35:31
Well, you know, listen, listen, it was a real treat for me, it makes me very nostalgic for my time and in the format. So, it's just it was just a real treat. And it was great to getting to know you better and listen to what you were doing.
Naomi Jacobs 35:44
Anytime. Thank you guys.
Scott Silverman 35:46
Have a good rest of your day.
Michael LeBlanc 35:48
Thanks for tuning in to this episode of Conversations with CommerceNext.Please follow us on Apple, Spotify, Amazon Music, or your favorite podcast platform where we’ll be sharing career advice and marketing strategies from eCommerce and digital marketing leaders at retailers and direct-to-consumer brands each and every episode. CommerceNext is a community, event series, and conference for marketers at retail and direct-to-consumer brands. Through our online forums, interviews, webinars, summits, and other in-person events, we harness the collective wisdom of our community to help marketers grow their businesses and advance their careers. Join CommerceNext events to meet other industry leaders and learn the latest e-commerce and marketing strategies. You can find upcoming events at CommerceNext.com
Michael LeBlanc 36:29
Have a fantastic week, everyone