Multi-Channel Mastery: Mad Rabbit's DTC to Retail Evolution

In this episode of The Future of Consumer Marketing, Brett Stapper interviews Erin Murray, Chief Brand Officer of Mad Rabbit. Mad Rabbit is an integrated tattoo care brand providing solutions from pre-chair artist supplies to daily care essentials for tattooed consumers. The brand began in 2019 as a dorm room side hustle and has since grown to double-digit millions in revenue, with expanded distribution across direct-to-consumer, Amazon, retail partnerships, and a growing wholesale business targeting tattoo studios. With tattoos now adorning 46% of Americans (up from 20% in 2012), Mad Rabbit is capitalizing on a rapidly expanding category by focusing on authentic brand identity, targeted customer insights, and strategic multi-channel expansion. Topics Discussed: Transitioning from corporate retail to beauty marketing to tattoo care Building an authentic, lifestyle-oriented brand in an emerging category Balancing retail, DTC, Amazon, and wholesale/professional channels Developing tailored marketing approaches for different customer cohorts Creating an ambassador program that leverages customer advocacy Using AI to enhance marketing efficiency in a lean team environment Implementing strategic growth rather than pursuing numerous initiatives simultaneously