Beyond Yoga’s Katie Babineau on the power of community

Beyond Yoga Chief Marketing Officer Katie Babineau joins The Current Podcast on the ground at SXSW in honor of International Women’s Day and Women’s History Month. 

 

Episode Transcript

Please note, this transcript  may contain minor inconsistencies compared to the episode audio.

Ilyse Liffreing (00:00):

I'm Kat Vesce. And I'm Ilyse Liffreing and welcome to this edition of The Current Podcast. In honor of International Women's Day and Women's Month, we're highlighting exceptional women of advertising at this year's South by Southwest.

Kat Vesce (00:18):

For this episode, we're thrilled to be joined by Katie Bau, the chief marketing Officer of Beyond Yoga, a brand that's redefining activewear with inclusivity, comfort, and community at its core.

Ilyse Liffreing (00:28):

That's right, Beyond yoga has been making waves in the industry, not just as a female founded brand, but as one that's rapidly expanding with a devoted customer base and a strong sense of purpose.

Kat Vesce (00:39):

Katie is approaching her one year anniversary as CMO and she's already led some game changing campaigns like Club Beyond a Full Funnel experiential activation in New York City that brought the brand to life in a whole new way.

Ilyse Liffreing (00:51):

We'll dive into that campaign and what's next for Beyond Yoga, including its approach to retail, men's expansion and content strategy, as well as Katie's journey as a woman in marketing.

Kat Vesce (01:03):

Katie, great to have you here. Thanks for joining us.

Katie Babineau (01:06):

Thanks for having me. I'm very excited to be here in Austin and great day to be here with you.

Kat Vesce (01:12):

Yeah. So I know we're approaching your one year anniversary as a CMO. Coming from a background largely in consumer tech, what drew you to this opportunity at Beyond Yoga?

Katie Babineau (01:22):

Well, I would say first and foremost, I was already a Beyond Yoga fan and customer and just fan of the brand. So when I had an opportunity to sit down with Nancy Green, our CEO I was very eager to learn more and I had come from a background in consumer tech, so I was very open at the time to making a pivot in my career and learning and growing about a new industry and apparel active wear to me was very interesting. I grew up as an athlete. Movement is so important to me as an individual and just love working in, I love the thought of working in an industry where I could pair both my professional and personal passion. And so Nancy and I met about a year ago. We hit it off, we talked a little bit about our philosophies and brand building where the business was going and it was just such a fit and so was really happy to move very quickly to make it happen.

Ka