Process The Podcast

“The audience comes last, so that they can come first.” - Erin Starkweather

How does a beauty brand that only launched in November 2019 end up selling one Glowy Super Gel every 10 seconds at Sephora? Erin Starkweather, Creative Director of Saie Beauty, has been there even before day one. She started out packing boxes in her apartment on Sunday nights, and today she shapes every visual touchpoint of the brand. Before Saie, Erin worked at Cap Beauty in New York and as a beauty consultant, until founder Laney Crowell brought her in. In this episode, she takes us inside the creative world of one of beauty’s most-loved brands: “easy, effortless and elevated” makeup for skin that looks like yours, only better.

Erin breaks down how a beauty campaign comes together, from the product brief and mood board to the Super Suede Eyeshadow launch starring Helena Christensen, inspired by 90s Steven Meisel imagery. She explains why Saie shoots its baked powders in Italy, how she plans Sephora fixtures and visual merchandising a year in advance while staying nimble, and how often the team shoots to keep content fresh. She also shares how Saie built a diehard community through events, its Clean Beauty Crew, an arts and culture program, and its livestreamed Makeup Class, plus advice for small beauty brands growing a fandom on a low budget. Rounding it out: what it’s like to choose in-house over consulting, what she learned from Laney about not taking no for an answer, and what’s next as Saie launches in Sephora UK. If you work in beauty marketing, brand building or creative direction, or you just love Saie, this one’s for you.

INSIDE THE EPISODE:

00:00 — Intro: Meet Saie’s Creative Director

02:55 — How Saie’s Creative Process Works

08:18 — Why “The Audience Comes Last”

09:43 — Why Saie Shoots in Italy

11:13 — From Packing Boxes to Planning a Year Ahead

15:54 — Super Suede Eyeshadow & the One-Shade Look

18:47 — Behind the Helena Christensen Campaign

25:15 — Let’s Build a Beauty Campaign

28:55 — How Saie Built a Diehard Community

34:13 — What Moved the Needle: From Launch to Sephora

38:01 — In-House vs Consulting & Not Taking No

41:58 — Launching Saie in the UK

44:43 — Saie’s Makeup Class & Where to Shop

Connect with our Guest:

Erin Starkweather on Instagram: @erinstarkweather

Saie on Instagram: @saiebeauty

Shop Saie: saiehello.com

Enjoyed this Episode?Join our Community!

Your host, Arielle Thomas, on Instagram, @arielle.thomas

Us, on Instagram, @processthepodcast

Whatsapp Community @processthepodcast

Follow us to get notified every time a new episode drops every Tuesday.

See you at the next one!

This episode includes references to third-party brands, retailers, publications, campaigns, and photographic works (including Sephora and the work of Steven Meisel) discussed for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
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“Likes are a beautiful vanity metric... but if your wallet’s not killing it, why are we doing it?” — Sally Obermeder

This episode was a part of a juicy panel at the Social Summit Manly 2026. We can’t wait to take you behind the curtain with Sally Obermeder, founder of Ziish (formerly Swiish)!

Can you actually get paid for likes on Instagram, TikTok or Facebook? Does 100k likes mean you’re making money? Sally Obermeder, former Channel 7 entertainment reporter turned co-founder of wellness brand Ziish (formerly Swiish), says the answer is no, not on their own. After a stage three cancer diagnosis the day before giving birth, Sally and her sister turned a green smoothie blog into one of Australia’s best-known wellness brands. It now has around 20 products, stocks in all 500 Priceline stores, and launched into Boots in the UK. Recorded live at Social Summit, this fireside chat with Arielle closes the gap between likes, engagement and real sales.

Sally breaks down exactly how to monetize your social media following and turn engagement into revenue. She covers why the algorithm is “pot luck” and why your email list is the land you actually own. She also shares how she builds lead magnets that cost $0 (including the dopamine menu that landed her on Sunrise), how ManyChat comment automations grow your audience, and why “the best way to sell is to not sell.” Other topics include how to collab with bigger brands, how she tests content organically with trial reels before spending on Meta ads, what makes a video ad a “banger,” and how to run IRL events on a small budget. It finishes with live audience Q&A, where Sally gives on-the-spot marketing advice to a small business florist and a B2B consultant. If you’ve ever wondered how creators and small businesses really make money online, this one is for you.

This episode features a big shout out to our friends at Many Chat! If you loved the sound of Many Chat in this episode, use our link to get your first month FREE with Many Chat Pro!

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Get the free Beyond the Likes checklist: 6 steps to turn social media attention into revenue

INSIDE THE EPISODE:

00:00 — Intro: Meet Sally Obermeder

02:57 — Likes vs. Money & Owning Your Audience

07:45 — Lead Gen That Costs $0: The Dopamine Menu

10:30 — Reaching “Sally”: Wellness-Adjacent Content

13:19 — ManyChat, Collabs & Dating Up in Business

17:39 — Giveaways, Email & the Art of Not Selling

22:21 — Ads: Test Organically, Then Back Winners

26:04 — What Makes a Video a Banger

28:50 — IRL Events: Spend Where It Matters

33:19 — Live Q&A: Sales Advice for Small Businesses

Connect with our Guest:

Sally Obermeder on Instagram: @sallyobermeder

Ziish on Instagram: @ziishofficial

Enjoyed this Episode? Join our Community!

Your host, Arielle Thomas, on Instagram, @arielle.thomas

Us, on Instagram, @processthepodcast

Whatsapp Community @processthepodcast

Follow us to get notified every time a new episode drops every Tuesday.

See you at the next one!

This episode includes references to third-party brands, platforms and retailers (including Instagram, TikTok, Facebook/Meta, ManyChat, Priceline and Boots) discussed for educational commentary. Nothing in this episode is financial advice. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
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"It's all relationships... learn the camera, definitely. But then invest your time in relationships." — Jamie Green

Jamie Green didn't pick up a camera until 2017. Before that, he was building a social enterprise sleepwear label in Melbourne. A move to Byron Bay, photos of his wife for Instagram, and one brand asking "can you do that for us?" turned into a whirlwind career. He has shot campaigns across Europe, a GQ cover with Cody Simpson, Oprah for People, and celebrity work for Netflix, all while being based in a small surf town in Byron Bay.

In this episode, Jamie and Arielle get into the side of photography that has nothing to do with settings. They cover why building trust with talent matters more than a technically perfect shot, how he burnt out shooting five days a week through Covid and stepped back from his career, and the beach swim that led to shooting Oprah. He also explains how meeting Greg Williams changed his whole approach, and what "rolling the dice" on a Paris trip actually looks like. It's an honest look at building a global photography career on relationships, the long game, and the myth of overnight success.

INSIDE THE EPISODE:

0:00 — Intro: Meet Jamie Green

01:10 — From a Sleepwear Label to Shooting for Spell

04:50 — The Covid Boom, Paris & the GQ Cover Call

08:09 — How Jamie Builds Trust with Celebrities

12:39 — Tethering, Burnout & Building the Byron Barn

17:30 — Hitting Pause, Then Shooting Oprah

21:27 — Greg Williams & Going Documentary-Style

24:44 — Rolling the Dice in Paris

29:12 — The Long Game: Seeds, Euros & Family Travel

35:26 — Fluid Style, Big Goals & Proving Doubters Wrong

41:39 — Artists, Brands & Reading the Room

45:07 — Shooting for the Archive with Sam

48:56 — NYC Time & the Overnight Success Myth

53:45 — The Netflix Airport Dash

56:54 — Where to Find Jamie, Film Plans & "Stills Only"

Connect with our Guest:

Jamie Green on Instagram: @jamie_.green

Jamie's website: jamiegreen.com.au

Enjoyed this Episode?Join our Community!

Your host, Arielle Thomas, on Instagram, @arielle.thomas

Us, on Instagram, @processthepodcast

Whatsapp Community @processthepodcast

Follow us to get notified every time a new episode drops every Tuesday. See you at the next one!

This episode includes references to third-party publications, brands, celebrities and photographic works (including the work of other photographers) discussed for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
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Jess Pecoraro didn't know what a stylist was until she walked into the Cosmopolitan fashion cupboard. By 23, she had worked her way through some of Australia's biggest magazines. Then she walked away from her dream job with no clients, no title and no safety net, betting she could build something bigger on her own. Today she's one of Sydney's most in-demand celebrity stylists and fashion brand consultants. Her work spans Fashion Week runways, GQ Men of the Year, NGV x Cartier Gala, luxury trunk shows, brand consulting and private clients on retainer.

In this episode, Jess breaks down the many hats a stylist wears beyond the clothes themselves. On a runway she's across the fittings, castings, hair and makeup briefs, music and lighting. Brands bring her in before a collection is even designed ("700 tops for one pair of pants"), and she tells her favourite clients to "just tell me the budget." She's honest about cash flow, the Covid-era business she launched and closed, learning to be on camera, and why she kept her second pregnancy quiet to protect her client base. It's a rare, candid look at building a service business in a small market, and what "effortless" style really takes behind the scenes.

INSIDE THE EPISODE:

00:00 — Intro: From Cosmo Intern to Stylist

04:11 — Quitting at 23 to Go Freelance0

9:04 — The Money Side Nobody Teaches

11:34 — A Covid Business & Camera Fear

16:16 — How Stylists Really Get Paid

19:10 — Why Brands Need a Stylist

23:13 — Big Projects & Private Clients

28:18 — Inside Fashion Week & GQ

39:09 — Motherhood Without Losing Clients

44:58 — The Effort Behind "Effortless"

48:49 — Can a Styling Business Scale?

54:08 — Fave Aussie Brands + Where to Find Jess

Connect with our Guest:

Jess Pecoraro on Instagram: @jess_pecoraro

Jess on Substack: @bluejeansanddiamonds

Brand & business enquiries: jess@jesspecoraro.com

Enjoyed this Episode?Join our Community!

Your host, Arielle Thomas, on Instagram, @arielle.thomas

Us, on Instagram, @processthepodcast

Whatsapp Community @processthepodcast

Follow us to get notified every time a new episode drops every Tuesday.

See you at the next one!

This episode includes references to third-party fashion houses, publications, events and brands discussed for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact hello@cinemathom.com
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If you're a founder, business owner, or the person on the marketing team who keeps getting told "we need more founder videos" , this episode is the actual framework, not just the advice why & how to do it.

In this Petit, Arielle breaks down exactly how she produces founder-led and expert-led video content for her own retainer clients, including real case studies from Sheila the Label and McMullen & Co. She covers two filming methods (the interview approach and the "chat-to-camera" method), why founder-led content is becoming the biggest competitive edge a small business has against AI-generated content and fast-fashion-style brand positioning, and closes with 15 specific content prompts you can use immediately free download linked below.

In this episode, you'll learn:

Why founder-led video content is becoming essential for SEO and AI-search visibility, not just social engagement

Two proven filming methods for founder and expert-led videos — no crew or script required

How one interview becomes 5+ pieces of content (hero video, B-roll, trial reels)

15 ready-to-use prompts for founders who don't know what to say on camera

A real distribution and posting cadence you can actually stick to

INSIDE THE EPISODE:

00:00 — Intro: Why Founder Videos Matter Now

03:36 — The Market Shift: Why Brands Like Zara Are Repositioning

05:18 — The Emotional Reality of Showing Up on Camera

09:40 — Method One: The Interview Approach

09:51 — Case Study: Alice McMullen — One Sitting Becomes 5 Videos

14:44 — Case Study Two: Claire & Sheila the Label

18:38 — Method Two: Chat-to-Camera ("Yapping")

20:07 — The Real Secret: Answer, Don't Announce

22:37 — The 15 Prompts, Part 1: Curiosity, Opinions & What You See Differently

27:16 — The 15 Prompts, Part 2: Credentials, Principles & the Future You're Building

31:59 — Distribution: Post Everywhere, Test & Commit to One a Week

32:53 — Recap & Call to Action

Get the Free Founder Video Prompt PDF here: https://bit.ly/4jfri4E

Enjoyed this Episode?

Join our Community!

Your host, Arielle Thomas, on Instagram, @arielle.thomas https://bit.ly/4v21hby

Us, on Instagram, @processthepodcast https://bit.ly/4xJ1EKl

Whatsapp Community @processthepodcast https://bit.ly/44pdcFf

Cinema Thom: @cinema_thom https://bit.ly/4dPjtz4

DM us if you want this done for you on retainer

Follow us to get notified every time a new episode drops every Tuesday.See you at the next one!
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