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326 | Creating Experiences That Ads Can’t Buy | with Erin Murray

Honest Ecommerce
Honest Ecommerce
Episode • Apr 21, • 24m

Erin Murray is the Chief Brand Officer at Mad Rabbit, a fast-growing tattoo skincare brand reshaping the way consumers and professional artists approach post-ink care. With deep expertise in brand storytelling, product development, and digital strategy, Erin has helped propel Mad Rabbit to quadruple sales year-over-year and expand from a direct-to-consumer model into major retail partnerships.

Driven by the belief that brand growth stems from authentic community engagement, Erin has steered Mad Rabbit's shift from a purely consumer-first brand to one that deeply integrates pro artist voices. Under her leadership, the brand has launched ambassador programs, refined its identity, and executed a digital-first yet retail-savvy strategy that connects across multiple touchpoints.

In This Conversation We Discuss:

  • [00:40] Intro
  • [00:56] Recognizing emerging consumer needs
  • [01:26] Scaling brands before the market exists
  • [03:15] Growing communities that drive revenue
  • [04:13] Bringing in fractional experts early
  • [05:44] Pivoting strategy with real consumer data
  • [08:56] Episode Sponsors: Electric Eye, Snowball, and Portless
  • [12:58] Testing channels before doubling down
  • [16:08] Driving foot traffic after landing retail
  • [18:16] Thinking beyond direct response marketing
  • [18:59] Scaling brands with a holistic mindset
  • [20:36] Expanding products to fit customer journeys
  • [22:05] Building brands without losing core buyers
  • [22:53] Refining brand identity for new markets

Resources:

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