TikTok x Amazon: Converting Trend Traffic Into Sales

John Cafarelli is the Co-Founder and President at BeautyMatter. Growing up in New York as the son of a builder, he learned at an early age the value of having the right tools in one’s toolbox to be successful. John’s carried this mindset through to his work at BeautyMatter by working with the team to create content and experiences that inform, analyze and educate to give our audience an “unfair advantage” as they grow their businesses and navigate the ever-changing beauty and wellness landscape.

John’s beauty and wellness industry expertise is centered around identifying market opportunities, strategic planning, developing strategies for growth, cash and financial strategy, and building operational excellence. He’s an entrepreneurial thinker with diverse work experience and a bias for creativity and innovation that’s actionable and realistic.

John is also the founder and CEO of his own skin health brand, Ernest Supplies. He also spent six years as the COO / CFO of Paper Magazine, a multi-platform media company and content creation agency. In 2014, he was part of the team that “Broke the Internet.” Before that, John spent 10 years investing in and helping to grow well-known consumer brands, including Intermix, Skullcandy, All Saints, Morgenthal Frederics, and others.

At Market Defense, Dave Karlsven is the Senior Vice President with a focus on Client Marketing and Data Science, where his data driven traffic and conversion strategies profitably grow brands on Amazon. Dave's strength and passion is helping businesses grow with aggressive marketing campaigns, working closely with over a hundred businesses from Startups to Fortune 500 companies across a variety of industries to help them achieve their sales and marketing goals. Dave has helped several startup product companies go from no revenue to over $40 Million in online revenue within 3 years. He has also helped many clients with his innovative off-Amazon marketing strategies that help drive better organic rankings and sales on Amazon.

Vanessa Kuykendall is the Chief Engagement Officer at Market Defense, where she spearheads enterprise engagement and marketing strategies, driving success for beauty brands in the Amazon ecosystem. With a remarkable 29-year career in the beauty industry, Vanessa has honed her expertise in sales, training, and merchandising leadership, holding pivotal roles at renowned companies such as The Body Shop, MAC Cosmetics, Estee Lauder, and Tiffany & Co. Before co-founding Market Defense in 2017, Vanessa led the Beauty.com business for Walgreens. Her deep understanding of the beauty landscape and consumer behavior has been instrumental in crafting impactful brand experiences that resonate with customers.

Yarden Horwitz is Co-Founder of Spate, the artificial intelligence platform for identifying top trends in beauty and food/bev. Over 200 brands rely on the Spate platform to make critical business decisions in marketing and product development, including L'Oréal, Estée Lauder, P&G, Sol de Janeiro, Amika, and more. Prior to founding Spate in 2018, Yarden worked at Google where she specialized in data analysis, storytelling, and brand strategy for advertising clients. In 2015, Yarden launched the first Google Trends Report, and later co-founded the Google trendspotting division which identified trends such as turmeric, cold brew, and face masks before they took off. In 2016, she was named the Future Voice of Fashion by the Business of Fashion. Yarden sits on the boards of Cosmetic Executive Women (CEW) and NewBeauty Brain Trust, which are both exclusive to highly regarded experts in the beauty industry. She was named one of the most influential female leaders of 2022 by Entrepreneur Magazine.Yarden regularly covers top industry trends at high profile beauty events, including CEW's State of the Beauty Industry, Cosmoprof North America, and NYSCC Supplier's Day. She has been interviewed and quoted by top beauty industry publications including WWD, Vogue Business, Glossy, CEW, Global Cosmetics Industry, and BeautyMatter. Her work has been featured in the New York Times, Techcrunch, CNBC, Forbes, ELLE, Byrdie, Vogue, Washington Post, Wallstreet Journal, Business Insider, Cosmopolitan, Beauty Independent, AdAge, Glamour, Popsugar, Refinery29, Good Housekeeping, Food & Wine, The Guardian and more.