Welcome Moira! What are your responsibilities on the team at Kudos?
I'm Head of Marketing for Kudos. I'm also one of the founding team members. I joined as the 3rd full-time employee, before the company even had a name or a final product. So my responsibilities have really spanned across the board and beyond the traditional definitions of marketing.
When I first started, I focused a lot on building the brand, identifying our customer persona. That later shifted to identifying the messaging that would resonate with our audience, building the website etc. And today, I’m all focused on growth; building up awareness and credibility for Kudos.
It’s been really fun and the growth has picked up a lot recently, which presents an even newer set of challenges.
What are you doing to generate that momentum?
When we launched, we spent a lot of time testing different channels - but what’s changed is that we now have a firm grasp on how to communicate with our audience.
What’s also helped is gaining external validation with an Industry Innovation Award as well as great press coverage which laid the foundation for us to highlight how special the Kudos diapers actually are. All those pieces come together across our media mix. For example, our instagram influencer strategy with “Non-Toxic Mom Influencers” has been a real success.
So once we found our tone in articulating the beauty and effectiveness of our natural materials, and how clean and eco-friendly our products are vs. the competition, we’ve been able to push that message in many different ways, from landing pages to blogposts, social media posts, retargeting ads etc.
Tell me about Storetasker. How did you stumble upon us and what’s your experience been like so far?
Amrita, the founder of Kudos, heard about Storetasker through a fellow D2C founder who had had success with the platform.
We found Logan based off of a ton of positive reviews; we were looking for someone to help us customize our Recharge portal. It was a pretty complex project and a fast timeline. And Logan delivered beautifully, he was amazing.
I come from a tech background where I'm used to having a fully fledged product and engineering team to support business efforts - but on Shopify, that’s not needed and we don’t have an in-house team. However, there are of course many customizations and technical changes that require dev oversight - and we’ve been going back to Logan for that, he’s essentially our engineering team.
Having someone we can go to who has that level of experience with Shopify has been crucial.
That's amazing to hear! So glad you’re enjoying the experience. Let’s chat tech roadmap: What’s on the horizon? How do you approach your roadmap?
So right now we're really focused on existing optimizations to maximize growth.
The next big agenda item after that is to get ready for a new product launch with baby wipes. Once we have that live, we’ll have a lot of extra changes to implement on-site to make sure our messaging is landing properly across the entire experience.
After all that, there’s a long list of things we want to make progress on, including app integrations around retention and referrals. We’ll get there!
Last question: What’s been the key to success at Kudos so far?
First is being able to test things and iterate quickly. For that, you need to have the right partners in place like Storetasker. You can’t afford to wait months to implement updates.
Second is tapping into the right consumer set and making sure that you are providing the product that meets what their gaps are. I’ve alluded to it a few times in the interview, but understanding your audience’s needs and being able to articulate your benefits to them clearly is critical.
Moira, thank you so much for sharing all your insights. Super proud to have you on our side and am excited to continue watching you grow.