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Paige Brown is co-founder and chief brand officer at nutrition brand Groove.
How would you describe your job to someone who doesn’t work in retail? I am responsible for demanding a perspective from our consumers for our brand. Love it, hate it—doesn’t matter, but you better be feeling something about it, otherwise I’m not doing my job. Branding is all about establishing emotional connections.
One thing we can’t guess about your job from your LinkedIn profile? I experience failure on the daily. Marketing, especially for an e-commerce brand, is always evolving and you’re in a constant state of testing and learning. Most tests fail. It’s exhausting, but it makes the wins that much sweeter.
What’s your favorite project you’ve worked on? Groove has been in the market for less time than it took us to develop it. Building this brand has been the most enjoyable and rewarding project so far in my career. I was able to work hand in hand with likable, seasoned creatives that I admire immensely and learned so much from. Now that it’s finally out in the world, I take a step back and think, “Whoa, I genuinely love every freaking thing about this,” and can feel my confidence rise.
Which emerging retail trend are you most excited about right now, and why? I’m loving the emergence of recommerce. More and more of us are reusing, recycling, upcycling, and selling previously owned products, which is not only great for our environment, but our wallets too! I love buying my clothes secondhand and perusing Facebook Marketplace for household items. Too bad it’s not applicable to consumables, but I’d love to figure out a way for Groove to tap into this somehow. *Puts thinking cap on*
What’s your go-to coffee order? I’m boring when it comes to coffee. I’ll just have a mediocre cup at home. I’m more of an iced tea kinda gal. You’ll catch me in the Dunkin’ drive-thru ordering one nearly every day.
Worst piece of advice you’ve received? “Company before family.” Ask me how well that worked out for me…
What was your favorite retail product when you were 15? As a teenager in the early 2000s who went through an “emo” stage, my favorite product back in the day had to be my slip-on Vans. I needed to have a minimum of four pairs at all times. Today, it’s definitely my Spotify Premium subscription and my Groove Hydration!