Our expert has some hot takes this week.
Here’s one: “Any marketer who says they’ve never felt the idiot of marketing isn’t a real marketer. They feel the idiot.”
That doesn’t sound like it preferably Lesson on opening a marketing newsletter, stay with me. I swear, this isn’t an “I’m-quitting-my-job-to-work-on-a-goat-farm” kind of thing. Hail Mary.
It actually has more to do with basic marketing than you think.
Meet the Master
Cristina Jerome
Creative strategist and founder, Off Worque
- Claim to Fame: Leading social media network for Topical’s infamous faded eye mask campaign.
- Interesting fact: She was the voice-over for Topical’s brand campaign video.
Lesson one: Feel the ick. And use it to create better marketing.
Cristina Jerome has had a number of jobs that most marketers would kill for.
She worked on content and social strategy for Jada Pinkett Smith’s show Conversation at the Red Tableplus Issa Raes Rap Sh!t on HBO Max. She led social content at Topicals, Sephora’s fastest-growing Black-owned skincare brand.
She has also dabbled in marketing for Adidas and Lobos 1707, a luxury tequila brand.
And she recently founded her own nonprofit. From Worquewhere mental health and work-life balance are paramount.
Phew. I’m exhausted just writing this down.
So my first question to Jerome was simple: How has building your own brand changed your approach to marketing?
“It obviously hasn’t changed,” she told me. “It’s changed spiritually. When you work for someone, you’re under so much pressure to hit KPIs… with Off Worque it’s more organic, more nourishing and more emotional.”
She still has KPIs, but they are based on storytelling and community, not just conversions.
“The strategy is not to do this to get these people.” I share my personal story and pass the microphone to other people so they can share (theirs).”
Jeromes Proudest snack? The work doesn’t feel as “icky” because it focuses on wellness and not just sales.
Even if you’re in the SaaS or skincare space, the lesson applies: If your marketing feels meaningless (or icky), it might be time to get back to the story behind the numbers.
If you feel inspired by what you say, other people will too.
Lesson two: Treat real customers like influencers.
“I don’t need to see another influencer on a boat,“Jerome told me.
Which, you know. Amen, sister.
Who does she want to see instead? Someone like Kathy, who hasn’t had a break in three years and wants to FaceTime her kids to show them the lip gloss she’s bringing home for them.
Jerome predicts that the next level of community and brand building will revolve around brands that take something away real Customers while traveling.
“Influence…becomes disjointed.” Jerome told me, adding that she would much rather see brands reward real customers because “it shows you that the brand is actually listening to you and you’re not just order number 564 to them.”
Sure, we may not all have the marketing budget to take our loyal customers on yacht trips. But it’s worth evaluating your current budget and asking yourself if you can spend a little more of it on loyal customers instead of sinking thousands into another sponsored LinkedIn post.
Maybe that means sending surprise gifts or thoughtful gifts. It’s not a luxury cruise – but the recognition goes a long way.
Lesson three: If you want to do culture-driven marketing, anchor it in real backstory.
Jerome defines culture-first marketing as marketing based on authenticity and real cultural connection… rather than superficial inclusivity.
In fact, she thinks integrative marketing is more of a myth.
“I don’t think inclusive marketing is a thing,” Jerome told me, pointing to brands like Skims that seem inclusive but really cater to a particular aesthetic and lifestyle. Many brands confuse broad targeting with inclusivity when they are actually targeting a specific consumer without realizing it.
In contrast, truly culture-focused brands like Nike or Topicals are based on stories and experiences that resonate with a specific cultural group – be it athletes or people with real skin conditions.
“Without a founder or brand story that fits the culture you want to appeal to, there is no culture-focused marketing,” explains Jerome. “Without this focus, marketing feels performative.”
If you don’t have a founder who aligns with the culture, Jerome recommends building relationships with ambassadors from that community—and incorporating those partnerships into your strategy and storytelling.
