In an exclusive interview, Kim Zorn reveals her journey in expanding Princess Polly’s performance department and emphasizes the importance of diversity and collaboration in achieving success.
Kim Zorn, the driving force behind Princess Polly’s performance department, has significantly expanded the team’s capabilities over the past eight years, growing it from a sole effort to an operational team of 19 members across Australia and the United States. In an interview with Inside Retail, Zorn shared insights into her journey, emphasizing the importance of team building and the lessons learned along the way.
Zorn highlighted that establishing a robust team structure is crucial for success and scalability in business. She reflects on the guidance she received about the value of diversity in a team, stating, “Someone once told me that a diverse team with individual strengths will get the answer in the room and inclusiveness will get the answer on the table. And I live by that.” This philosophy has been pivotal in shaping the talented team she has assembled, each member contributing distinct strengths and knowledge.
Regarding performance marketing, Zorn discussed the evolving landscape of e-commerce, detailing her belief in a diversified channel mix and a proactive test-and-trial approach. When she first joined Princess Polly, the marketing efforts were focused on four major channels. However, the strategy has since expanded to include over 25 active channels, which Zorn believes is essential for agility in an ever-changing performance marketing environment. “Performance marketing moves so quickly, so this allows us to be agile and move with whatever platforms’ ups and downs get thrown at us,” she noted.
Zorn, recognized for her expertise in TikTok Shop, shared advice for Australian retailers looking forward to the potential launch of the platform in Australia. With TikTok Shop currently available only in the US, UK, and Southeast Asia, she emphasized the need for retailers to launch with their entire product range. “Best-selling TikTok Shop products are not necessarily your top business products,” she remarked, highlighting the platform’s ability to rapidly boost visibility for various items.
Collaboration with influencers and creators is also seen as a key opportunity within social commerce. Zorn advised retailers to be open to new audiences and collaborative opportunities, stressing that immediate execution might not yield perfect results, but the effort would be rewarding. “The number one tip for Australian retailers is: run with it! It won’t be perfect from the start, you won’t have it all figured out but it will 100 percent be worth it,” she said.
Looking to the future, Zorn outlined her primary business priorities, which include acquiring new customers, global expansion, app growth, and enhancing social commerce initiatives. Reflecting on the past year, she identified launching on TikTok Shop as the most impactful initiative, contributing significantly to customer growth and becoming a notable new revenue stream.
Transparency in leadership is a core value for Zorn, and she practices this daily by remaining open to feedback and encouraging collaboration within her team. She introduced “shadow days,” allowing team members to observe each other’s roles for deeper understanding and knowledge sharing. Zorn exemplified her commitment to transparency by permitting her team to shadow her throughout her workday, providing insight into her daily responsibilities.
As for her aspirations, Zorn humorously expressed that in five years, she will still be striving to perfect her attribution model while managing the everyday challenges of life, including finding dinner solutions. This candidness reflects her approachable leadership style and dedication to continuous improvement in both her professional and personal life.
Source: Noah Wire Services
