Scaling a 50-Person Marketing Team — Patrick Buchanan [Lulus]

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Patrick Buchanan, Senior Vice President of Marketing at Lulus. Patrick shares how he's building a brand focused on empowering women through authentic storytelling and community-driven marketing. From his early days in product placement working with celebrities like Zac Efron and Kobe Bryant, to scaling marketing teams of nearly 50 people, Patrick reveals the strategic approach behind Lulus' recent momentum - including their current Globetrotter campaign that's driving all-time high brand equity scores across billboards in New York, Nashville, and Miami. Topics Discussed: Scaling from product placement to brand marketing leadership across multiple celebrity-backed brands Building and managing marketing teams of nearly 50 people across brand, creative, and go-to-market functions Creating campaigns that drive measurable brand equity while maintaining authentic community connection Balancing performance marketing with creative brand work to maximize efficiency and results Developing clear KPIs and post-campaign scorecards to measure success and extract learnings Leveraging storytelling backgrounds from journalism to create marketing that transports audiences Managing celebrity partnerships and product placement in an evolving influencer landscape