Irem Isik

Irem Işık is a senior marketing leader with 13+ years of experience spanning global CPG powerhouses and high-growth MarTech SaaS. She has built and scaled brands across vastly different worlds; from Wall’s, Lipton, and Nescafé to Storyly, with a consistent focus on one thing: turning audience insight into commercial impact. As Head of Marketing at Storyly, Irem leads brand strategy, positioning, and go-to-market for an enterprise SaaS platform used by global brands including Sephora, Stradivarius, Coca Cola, McDonald’s, and Domino’s. Her work sits at the intersection of brand, content, and commerce, with deep expertise in brand storytelling, eCommerce marketing, social commerce, video commerce, and content-led growth. Known for translating complex technology into clear, human stories, Irem advocates for marketing that is both strategically rigorous and emotionally resonant. She was named one of SaaS Alliance’s Ones to Watch and regularly shares practical insights on modern marketing leadership, storytelling, and the future of content-driven commerce.

In the competitive landscape of prestige beauty retail, attracting users to an app is only half the battle; keeping them engaged and driving them to purchase is the real challenge. As mobile becomes the centerpiece of the customer journey, traditional static content components and passive browsing experiences are no longer sufficient to capture the attention of modern consumers, particularly Gen Z. In this session, we will explore how Sephora revolutionized its mobile app strategy by integrating a social-media-inspired engagement layer. They replaced static assets with video-driven experiences and built a dedicated "Beauty Feed" using various smart widgets (such as stories and video feed) across multiple placements. As a result, Sephora transformed its app into a dynamic destination for discovery. We will dive into the specific content strategies used, from educational tutorials to interactive polls, and examine the A/B test results from the Australian market that proved the business impact of "shoppertainment." Attendees will leave with actionable insights on how to shorten the path from inspiration to purchase, turning mobile apps into high-performing revenue channels while building deeper community connections. Key Takeaways - The Power of Interactive, Video-Driven Experiences: Learn how Sephora moved beyond static imagery to utilize polls, quizzes, and swipe-ups, resulting in a 139% increase in engagement rates. - Connecting Content to Commerce: Discover how shoppable video feeds influenced a 133% increase in retail orders, bridging the gap between digital engagement and commercial performance. - Winning with Gen Z: Understand the mobile-first video strategies that resonated with younger demographics, with Gen Z making up 40% of the engaged user base. - Proven Business Impact: Review the data behind the strategy, including an 8.5% boost in conversion rates and a 12% uplift in session frequency, demonstrating clear ROI for content-led mobile experiences.