Empowering Retailers: TwistedX's Alternative to Direct-to-Consumer Sales
by Tricia Mahoney
What you'll discover
when watching Tricia's story
- Diversifying experiences across different industries and roles (agency vs client-side) can significantly enhance a marketer's career growth and versatility.
- In B2B marketing, supporting retailers and providing them with necessary content and materials can be a strategic alternative to direct-to-consumer approaches.
- Artificial Intelligence can be a valuable tool for enhancing creativity and efficiency in marketing, but should be used judiciously and monitored for effectiveness.
- Rapid product cycles (e.g., 200+ new styles per year) require efficient processes for creating on-brand marketing materials within tight timeframes.
- Engagement metrics can be more valuable than click-through rates, especially for brands focused on awareness and education rather than direct sales.
- Empowering team members, hiring for diverse skill sets, and fostering a culture of creativity and innovation can lead to better marketing outcomes.
- Brand consistency across multiple touchpoints is crucial, but can be challenging when working with numerous external partners or retailers.
Meet Tricia Mahoney - CMO @ TwistedX Global Brands
Tricia Mahoney is the Chief Marketing Officer at Twisted X Global Brands, a company specializing in footwear brands. She discovered her passion for marketing during her junior year of college.
Tricia’s career spans both agency and client-side roles across various industries, including high-tech and now footwear. She joined Twisted X Global Brands more than x5 years ago, helping build the brand from the ground up.
Under Tricia’s leadership, the company focuses on B2B strategies, supporting retailers rather than competing through direct-to-consumer sales. Her team manages four line releases annually, introducing 200-260 new styles across all brands.
Tricia believes in empowering her team, fostering creativity, and embracing a “what if, why not” approach to marketing. She advocates for diversifying experiences and trying new things to grow in one’s marketing career.
Check out Tricia Mahoney's thoughts on authentic impactful marketing
When it comes to her approach to content creation, Tricia shares:
"Content is king, and good content stands out. We live within the western industry—cowboy boots and casuals, that lifestyle. For us, it's actually a blessing because there's not a lot of standout content."
She also shares what metric matters most in marketing:
"For me, the metric that matters the most is engagement. I don't necessarily care how many clicks drive to my destination. I want to know that when I get them there, I hold them there."
And some advice for young marketers:
"The biggest piece of advice I would give to anyone who is either starting their career or in the midst of building their career is to diversify. Do things that you're uncomfortable doing."
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