Combining passions and profession doesn’t have to be a pipe dream, and Abigail Cruz is proof that it’s possible. Following a successful stint at UK lifestyle brand Ted Baker, the fashion and beauty lover recently landed herself an exciting new role at e-commerce giant, The Hut Group.

As the Global Head of Social for the beauty sector of the business, Abigail is responsible for driving strategy for no less than nine brands, including big names such as ESPA, Illamasqua and Perricone MD.

Shaheen Samavati sits down with Abigail to discuss why creating strong narratives across social media platforms is a key to brand strategy, plus the potential repercussions of blindly following the crowd and the importance of not taking things too seriously. 

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple or Spotify.

Rapid-fire recs  

  • Source of inspiration: Ruth Bader Ginsburg. “The way that she spoke, the way that she described her experiences…She was so elegant, so poised, but so humble considering everything she achieved in her lifetime.”
  • Favorite app: The beauty app Agora. “I think it’s great because it’s pretty much based on old-school, word-of-mouth marketing.”

“I think people take marketing media a bit too seriously sometimes. As a person and as a brand, it’s okay to just have fun and enjoy what you’re doing.”

Connect with Abigail and Shaheen on LinkedIn.

This post was edited by Helen Hadley.

For more insights into creating a strong narrative for your brand:

Effectively utilize storytelling in B2B marketing

Storytelling sells – Michael Lonnon, UK-based master of marketing

Tell the story of your brand – Alexandra Hinz, social media team lead at Victorinox

To see the full transcript, click on page number 2 below.