In this episode, Kathryn Turnoff talks with Corinne Crockett, CMO at Hiya, about how the brand uses post-purchase surveys, customer DMs, and iterative launches to build a data-driven yet deeply human kids' health and wellness brand.

Guest Quote:

“ A consumer doesn't live in this split world where they only experience organic channels or only experience paid channels, they're living in the real world. There really is no way to delineate very specifically pure paid traffic, pure organic traffic. It's really about the blended experience that you create. Of course, we're always looking at individual channel performance and in-platform in understanding that, but the bigger picture is that how does it work together? What is your customer journey path? How many channels are people interacting with? How many touch points are there? And it's not paid and organic. They're a full person just in the world experiencing your brand.” – Corinne Crockett

[04:59] Alchemy Unveiled
From symphony to signal: Corinne breaks down how Hiya treats KPIs as an interconnected system, why she goes 10 layers deeper with post-purchase surveys, and how staying in the Instagram DMs gives her team real-time customer insight that no dashboard can replicate.

[14:44] From Nuggets to Campaign Gold
From data to creative breakthrough: Corinne shares how upper-funnel thinking led Hiya to a comedy influencer campaign that drove massive engagement, why a Mattel partnership doubled user acquisition overnight, and how measuring packaging impact turned a qualitative brand moment into hard revenue.

[28:35] Gold Rush Round
Trust your gut, not the split: Corinne calls out the paid vs. organic myth, champions the conceptual leaps data will never deliver, and reveals why hearing a customer say a product changed their kid's life is what keeps her in the consumer business.

Connect with Kathryn
Connect with Corinne
Learn more about Hiya

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