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Bonjour Millionaire, 

Daniel keeps asking me to watch Moana. I have been niceish all day so I'm not sure what I did to deserve this. 

And, before you stand up for him, I should remind you that I've already seen it. With him. Recently. 

Was this email forwarded to you?

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ON THIS EPISODE OF GO-TO-MILLIONS 

Have you ever seen VOGUE's 73 Questions?

This is our version of it. But 29 questions and featuring some of my most favorite people in DTC. Today's guest is my friend, Stefani O’Sullivan. I COULD NOT LOOK UP TO SOMEONE MORE THAN I DO HER. SMART AS THEY COME!!! STYLISH!!!! NICE!!!!!!!!! 

I'll quit the caps but you'll echo my enthusiasm in just a minute. !!!!!!!!!

1️⃣. What's your name?
Stefani O'Sullivan

2️⃣. Job title?

Head of Growth & Marketing @ STAUD

3️⃣. Most-used slack emoji? 

texting: 😭 (have heard this is very Millennial) 

and slack:❗️or ✅

4️⃣. How many unread emails do you have right now?

0, I am a capricorn.

5️⃣. Which brand’s marketing makes you jealous?

Jacquemus or Loewe

6️⃣. What’s your coffee order?

Cold brew with coconut milk or coconut cold foam

7️⃣. Exclamation marks in emails - yay or nay?

Yay but only one per email

8️⃣. Instagram or TikTok? 

TikTok

9️⃣. Who wins? Growth or brand? 

Brand, it's 2025

🔟. What trend do you wish would disappear forever? (professional or otherwise)

Saying “let’s just hop on a quick Zoom.” It’s never quick. And I’ve been hopping since 2020. I’m tired.

1️⃣1️⃣. What do you WISH was trending? (ex: cottage cheese)

Making your calendar private. I already do this and I highly recommend the air of mystery. No one needs to know where I am between 2 and 4 — maybe I’m in a meeting, maybe I’m manifesting, but I'm most likely in acupuncture or reading my emails.

1️⃣2️⃣. Preferred launch day? 

Thursday

1️⃣3️⃣. Where do you look for creative inspiration?

Pinterest, my wife’s interior design and architecture books, instagrams like @becauseofmarketing

[Footnote from Ari: I can confirm that Stef's background was unbelievably cool. I was sitting in front of a cream colored wall in my house with no art on it when we last chatted over google meet. I cannot keep up and her background was on another planet.]

1️⃣4️⃣. Latest addition to your tech stack?

Motion

[Footnote from Ari: I also use!] 

1️⃣5️⃣. How do you measure success?

In life? Reflection from where I started to where I am now, and whenever my wife is happy. At work? When my team anticipates what I say before I say it. 

1️⃣6️⃣. OLIPOP or Poppi? Or, dare we say, Spindrift? 

Olipop, who do you think I am!

1️⃣7️⃣. What’s the most undervalued marketing skill?

Integrated marketing critical thinking skills

1️⃣8️⃣. Do you have a work uniform? 

Never

1️⃣9️⃣. What’s the most misunderstood thing about your job?

That I am a fashion designer (this is still, after 15 years, what they think I do)

2️⃣0️⃣. Most recent DTC purchase?

Luggage (honeymoon in 2 weeks)

2️⃣1️⃣. Most overused buzzword? 

Authenticity. If I hear one more AI-generated brand say they’re being ‘authentic’ while selling me lip gloss, I might short-circuit.

2️⃣2️⃣. What would you be doing if you weren’t in your current line of work?

Working with female athletes or retired in Spain

2️⃣3️⃣. What was your first marketing job?

CRM @ Chanel (iconic, I know)

[Footnote from Ari: This is why I can't keep up with her. SICKENING.] 

2️⃣4️⃣. Favorite social follow?

I am not loyal like that. 

2️⃣5️⃣. Last thing you A/B tested?

CTV

2️⃣6️⃣. What's your work soundtrack?

Depends on the day, but the other day it was Perfume Genius Radio

2️⃣7️⃣. What’s your personal hero SKU? Link us. 

Probably anything Christopher Esber for dresses, anything Staud for bags or boots, and don't sleep on Uniqlo denim. 

[Footnote from Ari: I added the hyperlink to Staud. Stef didn't but I have to support and love my Tommy more than life.]

2️⃣8️⃣. What’s the best career advice you’ve received?

Keep boundaries with work emotions vs personal emotions so you don't become over-invested and take everything home with you. It's harmful, I've done it!

2️⃣9️⃣. Do you have any career advice for us?

Just because you wanted / dreamed / worked hard for a goal at 25, doesn't mean that at 35 your entire perspective on what's important and what drives you should take a back seat. You can change and move in a different direction now that you have more life experience. Just do it! 

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Back to Staud. This sweater is my single most complimented item in my closet. I have in 2 colors but this 1 gets the compliments.

The version I have isn't cropped because it's old but I'm telling you, COMPLIMENTS. 

Yours,

Ari 

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