Startup Life: Unscripted is a TNG Media newsletter, as part of The Nudge Group, where we feature candid conversations with startup operators about their career journeys and experiences. If you received this email as a forward, you can read all our past interviews and subscribe right here.

From L'Oréal to Disrupting Healthcare: Kathleen To's Startup Marketing Journey

Welcome to Startup Life: Unscripted! Today, we're catching up with Kathleen To, the Head of Marketing at Nectar Brands, a company building a future for healthcare that is tech-driven with a patient focus. Kathleen's journey has taken her from L'Oréal to Telstra, and across the globe to New York City, before landing her in current role at Nectar.

Key interview takeaways:

🔄 Career Switch: Kathleen shares how her marketing journey evolved from beauty brands to telecom, and then to health tech, each step shaping her marketing acumen.

🏙️ NYC Influence: Reflecting on her New York experience, Kathleen talks about how the city's pace and culture refined her professional skills and approach.

📊 A Marketer's Day: Get a peek into Kathleen's daily routine at Nectar Brands, where she juggles creative strategies and practical executions in a startup environment.

🔍 Brand Strategy: Kathleen delves into how she maintains the unique identities of multiple brands and keeps them connected to their target audiences.

🚀 Startups vs. Corporates: From working in large corporations to co-founding Hazel, Kathleen contrasts her experiences and offers insights into the startup world.

💡 Startup Marketing Tips: For those eyeing a career in marketing within startups, Kathleen provides practical advice on adaptability, resilience, and relationship-building.

Hey Kathleen, it's great to have you here! Your career path is pretty impressive, weaving through marketing and branding across different sectors. I'd love to hear your story - how did you navigate through these diverse experiences and what brought you to Nectar Brands?

Sure can. Let’s go back to the very beginning, I landed my first real marketing job as a Marketing Intern for L’Oreal. This year-long, full-time position gave me my first glimpse into what a marketing career could look like.

At the end of that year, I was faced with a pretty big decision: whether to remain in the comfortable familiarity of L’Oréal or embark on a new chapter by joining the Telstra Graduate Program in Sydney. Now, at this point I was 22, living at home, so the thought of relocating to Sydney solo was a very big deal (my parents thought so too).

So, like every careful decision-maker, I flipped a coin. The fateful flip favoured Telstra, prompting me to promptly uproot my life and embrace the move. And it was one of the best decisions I’ve ever made. Not only did I join a program that was able to expose me to all facets of marketing and business, I also gained invaluable life experience that would set my trajectory for the future.

The brand marketing team at Telstra were absolute guns and I felt privileged to learn from them and while I developed a profound appreciation for marketing (particularly brand strategy and campaign development) and had the opportunity to work on some very high value campaigns, the telecommunications sector wasn't my true passion.   

From here, I moved back into beauty knowing that having a passion for what I was marketing really mattered to me. I joined Jurlique as their Assistant Global Brand Manager. The prospect of making a more tangible impact in a smaller team proved compelling, allowing me to delve into product development, new launch strategies, and global campaigns. This role marked my first exposure to international markets, as I spearheaded initiatives for China, Hong Kong, the US, and the UK. 

Through the years, I always had an itch to live and work overseas. In 2019, I eventually took a leap of faith and relocated to New York City. No job, just a sense of adventure and blind faith that everything would turn out just fine. After 60+ job applications, I landed a dream role as Global Brand Manager for Dr Dennis Gross Skincare.

Over 3.5 years in the chaotic beauty industry of NYC, I honed skills essential for thriving in a fast-paced environment, even amidst the challenges posed by the pandemic. I also discovered a love for working in smaller teams, one where my efforts had a direct impact on the end consumer and the business’ success.  

Fast forward to 2022 and after being away from Melbourne for 7+ years, it was finally time to return home. I didn’t know exactly what I wanted to do when I came home and I considered everything from consulting to going back into beauty to teaching myself how to code (maybe in the future!).

During this mini quarter-life crisis, I stumbled upon Nectar Brands on LinkedIn. Though unfamiliar with the company, meeting the founders, Chris and Grace, sparked genuine interest in the business. The company’s mission, combined with the exciting health tech and emerging therapies industry, and the opportunity to help build something new and innovative lit a fire inside me. And now, here we are today.  

Your time in NYC sounds like it was both exhilarating and challenging. Can you tell us more about how that hustle and grind of the city influenced the way you work and tackle challenges?

Working in that city taught me to be resilient, to roll with the punches (‘It is what it is’), and to turn setbacks into setups for something even better. The hustle culture there is contagious (maybe somewhat to a fault), and you can't help but adopt that 'go-getter' attitude.

I worked in a business where the path was not always clear so I found myself entering uncharted territory on a daily basis. It wasn’t always easy but I quickly learned how much I loved being able to take ownership and build things from scratch - whether it be a new product, a new marketing initiative or a new operational process.

In an environment like this, one that was more competitive and more fast-paced than I’d ever imagined, I was pushed to tackle problems head on, navigate challenges with a strategic mindset and understand that there was a lesson in every hiccup. 

The city is also a very humbling place. In a city where everyone's doing something big, you quickly learn that success isn't a solo gig. I stepped into a people leader role for the first time and quickly learned the importance of learning from others, and recognising that there's always room to grow.  

Those years in NYC have taught me so much and I’m forever grateful for those experiences that have shaped who I am today. 

As the head of marketing and creative at Nectar Brands, you're spearheading efforts for multiple brands simultaneously. Can you give us a snapshot of a day in your life? What does managing marketing and creative look like in a startup? 

 I’d like to start off by saying that every day is different, but I’ll do my best! The day typically kicks off with me sitting down with a coffee and looking at my priorities for the day. Then I check on any key metrics to see how we’re tracking.

From here, it’s a whirlwind of diving into reviewing creative work, strategising new ways to reach our audience, developing launch strategies for new brands and products, meetings with the team to ensure they’re supported, diving into analytics, reviewing new tech features, setting up new processes and so much more.

High level, some of the projects I’ve been working on recently are refreshing the Polln brand and website (it’s live!), hiring new multi-disciplinary practitioners for Hazel, building educational resources for our doctors and developing new packaging. 

There's no set playbook, so every day brings its own unique set of joys and challenges. It’s about doing what needs to be done - from big-picture strategy sessions (like building completely new brands from scratch) to rolling your sleeves up and getting into the nitty-gritty execution (like building an email in HubSpot).

Each day, it’s a juggling act between left-brain analytics and right-brain creativity in order to translate the brand vision into campaigns that not only resonate with the audience but also drive results.

🎗️ A quick word from Sleek 🎗️

Sleek’s mission is to life easier for entrepreneurs.

We're your one-stop shop for everything back office related, from setting up your company to handling day-to-day operations like accounting, tax, ASIC compliance, and more – all on a single platform.

Get $300 off your first accounting package today - use the code STARTUPLIFE300 at checkout or simply mention this offer when you speak with one of our team.

Nectar Brands is making its mark in the industry with its unique brands. How do you, as part of the team, work towards establishing and maintaining the reputation of each brand while ensuring they cater to their respective target audiences? 

Each of our brands has a distinct identity. From the very beginning, we make this very clear by defining the brand’s target audience and identity.  

It's crucial to really understand each brand's DNA and what sets it apart, not only from our other brands, but from every other brand in the market. This deep dive helps us establish a solid foundation, ensuring that every move we make aligns with the brand's essence. 

Then, it's a matter of staying true to that essence while keeping an ear to the ground for what resonates with our target audience. It's a dynamic equilibrium between authenticity and adaptability. Trends come and go, but the core of a brand should remain.

Ensuring that our brands stay true to their DNA is a core part of my role from building the original brand strategy and direction to developing the marketing campaigns that our patients see in the market - but also being the brand’s guardian, collaborating with other teams to ensure everything we put out is on brand.  

To ensure that we’re being heard by our respective target audiences, communication is key. We're not just throwing messages out into the void; we're having a conversation with our audience.

Regular feedback loops keep us plugged into what our audience loves, and, sometimes more importantly, what they're not loving. It also helps that we’re a small team so I can actually hear our Care Team talking to patients every day which helps me better understand our target audience. 

You’ve navigated your career from larger corporations to startups, from marketing roles to a co-founder position. What key insights or lessons have you picked up along this fascinating journey?  

Just take the first step: At times, I found myself paralysed by the unknown and what-ifs. What if this isn’t the right decision? What if other team members won’t agree with me? What if it’s a silly idea? Waiting for the perfect plan or ideal conditions could lead to missed opportunities. Over the years, I’ve learned to "just take the first step", no matter how small. Learn by doing and adapting strategies as you learn more about what works. You have to start somewhere. 

There’s another person at the end of that email: In high-stress situations, it’s easy to forget that you’re working with people. Each person you work with is an individual with emotions, just like you. I’ve made it a habit to refrain from sending emails or messages when emotions are high. People aren’t going to remember you for how quickly you delivered that project, but they will remember you for how they felt when you sent that passive-aggressive email. It’s a simple one, treat others how you wish to be treated. 

We’re not saving lives: This is something I would always say to myself and my team when it felt like everything was going wrong. I’m not here to discount the importance of the work we do, but rather, to put things into perspective. It emphasises the need to approach our work with passion and dedication but without unnecessary stress. A perspective that I believe fosters a healthy work environment, encouraging creativity and collaboration. 

Alongside your role at Nectar Brands, you've co-founded Hazel, which focuses on female pain. That's quite an undertaking! Could you share the story behind starting company and what it's been like building this brand from scratch, especially in the fast-paced world of startups?

Hazel first came about when one of Nectar Brand’s Founders, Grace, identified a glaring gap in the healthcare system for females, and specifically those living with pain stemming from gynaecological conditions. When she shared this idea with me, I was beyond excited.

As a female patient who has felt the frustration of having her health concerns dismissed and has experienced the absolute pitfalls of the healthcare system, creating something that could help people like me was a no brainer. So when Grace proposed the idea of joining Hazel as Co-Founder, it was an easy yes.  

It’s been a wild ride so far - from building unique patient, practitioner and pharmacy technology from scratch to finding the best possible multi-disciplinary team of experts in female pain, it has certainly been a challenge.

But, at the end of the day, it’s really exciting to be able to work on something you’re so passionate about and fundamentally build something that will change the way people experience healthcare.

Witnessing Hazel come to life and hearing the resounding impact it has had on both patients and practitioners is one of the most rewarding experiences in my career to date. Our mission to bridge the gender pain gap is a big one, but we have big plans for 2024 and I can’t wait to share Hazel with more patients in need  

Last question before we wrap up, for those who are inspired by your journey and are keen on diving into marketing within the startup scene, what advice would you offer? Are there specific skills or experiences they should really focus on developing?

OK, this one was hard to narrow down - there’s so much you could say here! I guess these would my top 4 bits of advice: 

• Be OK to live in the grey: Every day is a bit of a wild ride. Embrace the uncertainty and do your best to view it as an opportunity for growth. Learning to be flexible and adaptable will get you far.

• Versatility is a superpower: Yes. You will wear many hats. Learn a bit of everything - from analytics to creative, and from strategy to execution. I think being well-rounded is key for success in a startup environment. 

• Fail Fast, Learn Faster: Know that you will fail and learn to be OK with that. There’s always something to learn from each setback so learn from it, iterate, and move forward.  

• Build Strong Relationships: Whether it's with your team, stakeholders, or customers – relationships really do matter. Foster a collaborative environment, seek feedback, and be open to diverse perspectives. It's amazing what a well-connected network can bring to the table.

From the Startup Life team

And that's a wrap! We hope you've enjoyed this edition as much as we loved putting it together. Stay curious, keep learning, and above all, enjoy the rollercoaster ride that is Startup Life. Catch you in the next one! 👋 Not subscribed yet? Do it here and don't miss out! Subscribe Now.

🎙️ Check out Give It A Nudge, our video podcast that explores the world of start-ups, founders, venture capital, and private equity. Follow us on YouTube, Spotify, Apple Podcasts (or your preferred platform) to hear new episodes every fortnight.

📩 Want to get your brand in front of 14,000+ startup enthusiasts, operators, and potential candidates? For details on our sponsorship opportunities, simply hit reply and let’s chat!