Activation to Acquisition: The $600 Million blueprint that helped Mielle become a Cultural Force

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What does it take to turn a beauty brand into a cultural phenomenon? In our season finale, host Aja Bradley Kemp sits down with Selina Davis- experiential marketing maven and the force behind Mielle’s unforgettable brand activations and the coveted pink bag.

Selina shares her journey from talent manager to leading Mielle’s experiential strategy during its explosive growth and eventual acquisition by Procter & Gamble (P&G). We unpack how in-person experiences can drive exponential brand love and how global brands can stay consistent and culturally relevant.

This episode is packed with insights you won’t want to miss, including:

• What top retailers and potential acquirers are really thinking when they see your brand activation
• How a community-first mindset helped Mielle build unshakable brand loyalty
• What unique challenges and growth opportunities come with being a Black-owned brand navigating acquisition
• How to create experiential campaigns that resonate across global markets without compromising brand identity
• How a pink swag bag became a cult favorite and why moments like that drive emotional brand connection
• Why strong professional relationships open unforeseen doors, How to find harmony in motherhood, creativity, and corporate leadership with purpose and boundaries.

Whether you're scaling a brand, navigating acquisition, or rethinking the power of live experiences, this conversation is rich with strategic insights straight from the culture.

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• Host: Aja Bradley Kemp

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🎙️ Making the Moment is produced by Conversate Collective.