Gooder Podcast featuring April Siler
“The pandemic was everybody’s chief digital officer accelerant.”– April Siler
This week on the Gooder Podcast I had the pleasure of talking with April Siler, the CEO at 8Greens. We discuss the history of 8Greens and how their product first entered into consumer’s visibility. We also learn about the trends that have come up in the supplements industry, accelerated due to the pandemic. Along the way, we learn the story of an experienced brand builder who incorporates the lessons that she learned as a professional athlete into the corporate world and running a business.
In this episode we learn:
- The legacy of 8Greens and the taste innovation of their first product.
- How the supplements industry has shifted and been impacted by the pandemic.
- How, as a supplement brand, 8Greens leveraged an alt-channel strategy on the front end of the beauty supplement trend to become a dominant player in this growing consumer category.
- About April’s emphasis on diversity, inclusion, and the importance of creating a collaborative culture.
- How marketing and creative experience in a CEO role produces a different organizational growth mindset than that of a traditional MBA approach.
- The advice she finds herself consistently giving Gen Z mentees.
About April Siler:
April Siler, the CEO of 8Greens, is a globally experienced brand builder specializing in driving health and wellness innovation. 8Greens, a digitally native brand, is experiencing triple digit growth by delivering exactly what consumers are seeking in this moment, an easy and convenient way to build immunity and boost overall health.
Prior to joining 8Greens April was the Senior Vice President of Marketing and Global Development for Califia Farms. During Califia’s most intensive 3-year growth period April spearheaded all USA marketing in addition to executing all operational aspects of the brand’s internationalization. April previously led marketing and sales at The Chia Co. From the brand’s creative inception through to development of a world first innovation – Chia Pod, where April partnered with world champion surfer Kelly Slater for brand communications.
April also led marketing initiatives for Australia’s largest food and beverage packaging manufacturer, Visy, a $6.7bn privately held company. At Visy, she developed packaging innovation for the top ten accounts — including Coca-Cola, PepsiCo, Fosters, Diageo — and developed the company’s consumer insights platform.
April has a Bachelor of Commerce, majoring in Marketing and Economics, from Monash University in Melbourne. April played professional basketball in Australia and Europe, rowed for Melbourne University Boat Club and has a passion for nutritious foods.
Guests Social Media Links:
At Califia Farms, we’re all about creating delicious, plant-powered foods with natural ingredients. Because we believe the world needs a healthier food system.
8Greens is an effervescent dietary supplement tablet, packed with enough superfoods to give your healthy diet a green boost.
The Chia Co are the largest producers of Chia seed in the world. Founder and CEO John Foss, discovered the benefits of Chia while researching natural solutions to modern diet related diseases such as obesity, diabetes and high cholesterol.
Amazon.com, Inc. is an American multinational technology company based in Seattle, Washington, which focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence.
A dot-com company, or simply a dot-com, is a company that does most of its business on the Internet, usually through a website on the World Wide Web that uses the popular top-level domain “.com”.
Nordstrom, Inc. is an American luxury department store chain. Founded in 1901 by John W. Nordstrom and Carl F. Wallin, it originated as a shoe store and evolved into a full-line retailer with departments for clothing, footwear, handbags, jewelry, accessories, cosmetics, and fragrances.
Bluemercury.com is a leading luxury beauty retailer offering the best cosmetics, skincare, makeup, perfume, hair, and bath and body.
Goop is a wellness and lifestyle brand and company founded by actress Gwyneth Paltrow. Launched in September 2008, Goop started out as a weekly e-mail newsletter providing new-age advice, such as “police your thoughts” and “eliminate white foods”, and the slogan “Nourish the Inner Aspect.”
Target Corporation is an American retail corporation. The eighth-largest retailer in the United States, it is a component of the S&P 500 Index. Its largest competitors, Walmart and Amazon.com, are the first and second-largest retailers, respectively.
Slack is a proprietary business communication platform developed by American software company Slack Technologies. Slack offers many IRC-style features, including persistent chat rooms organized by topic, private groups, and direct messaging
Bluestone Lane is an Australian cafe lifestyle in New York, Los Angeles, San Francisco, D.C., Pennsylvania, New Jersey, Massachusetts and Toronto.
Rosé Water is a refreshing combination of pure, sparkling water blended with dry rosé wine, produced in the heart of Bordeaux, France. Based in Wilmington, North Carolina. Produced by Boutique Beverage Company, LLC.
SodaStream International Ltd. is an Israel-based manufacturing company best known as the maker of the consumer home carbonation product of the same name. The soda machine, like a soda syphon, carbonates water by adding carbon dioxide from a pressurized cylinder to create soda water to drink.