ALDO Group's Amanda Amar on the Brand's Success With UGC, Social Influencers
This episode of Women in Retail Talks features an interview originally conducted by Women in Retail Leadership Circle’s sister brand, Total Retail, for the Total Retail Talks podcast. In the episode, Total Retail’s Executive Editor Joe Keenan interviews Amanda Amar, senior manager of global social media and influencer relations at ALDO Group, a fashion footwear and accessories retailer. Listen in as Amar discusses how ALDO is leveraging user-generated content (UGC) and social influencers to help market its brand and products, driving customer acquisition and customer engagement in the process.
Amar shares the different types of UGC that ALDO collects, including paid programs, gifting programs, and events, as well as the internal process for content selection and production. ALDO focuses heavily on aligning content creators with its brand and showcasing diversity to represent all of its markets globally. Amar discusses the brand’s influencers, called #AldoCrew, how ALDO evaluates and selects its brand ambassadors, and the types of campaigns that influencers are involved with. Furthermore, she also offers her advice to other retailers and brands that might want to test influencer marketing, stressing the importance of authenticity when working with brand ambassadors on social media.
Amanda Amar, Senior Manager, Global Social Media & Influencer Relations, ALDO Group
Amanda Amar is an experienced global social media marketer with a demonstrated history of working in the retail industry. She’s skilled in trend analysis, strategy, corporate and crisis communications management, apparel, influencer marketing, and social media. As senior manager of global social media and influencer relations at ALDO Group, Amar works to build overall social media direction and strategy across global social channels; manages global social media budget; and builds strong, strategic and direct relationships with influencers, partners and agencies. Prior to working at ALDO Group, she was an online marketing coordinator at Parasuco Jeans Inc.
Date: September 10, 2019
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