About
LA-based creative strategy and branded-editorial leader with 15+ years shaping voice…
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2K followers
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MacKenzie Kassab reposted thisMacKenzie Kassab reposted thisBrands have arrived to Substack, and beauty brands are at the forefront yet again. 💄 As long as I can remember, beauty brands have been the innovators and trend setters of social media, from being early adopters of the digital landscape, to 2012 beauty youtubers and later brand trips, and now, leveraging substack to have two way conversations that make their communities feel seen and heard. Rare Beauty launched their newsletter, Rare Beauty Secrets last year. When the initial content didn't land, Director of Creative Strategy MacKenzie Kassab pivoted to scouring Reddit threads and Sephora reviews to respond to what customers were already curious about (Source: Pretty Little Marketer). MERIT just dropped Notes By MERIT, their collective space for community voices across fashion, art, beauty, and culture. Their notes give the reader that nostalgic magazine feeling. From the Saie office invites readers into internal office life, team recommendations, and notes from the founder, taking customers behind the scenes. Any other beauty or DTC brands you're keeping up with on Substack? And what brands or industries are next? Will we get handwritten recipes from Le Creuset, Surf Diaries from Red Bull? #substack #beauty #newsletter
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MacKenzie Kassab shared thisWhat's it like to work at Rare Beauty? For this week's Substack, I handed the keyboard over to our summer intern, Rachel Lubell (and her summer colleagues!), to share the ins and outs of the office. https://lnkd.in/g2amAYVY
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MacKenzie Kassab reposted thisWe're looking for a rockstar Ecommerce Manager to join the Global Digital team at Fable & Mane 🐯 Come own the channels driving the single biggest growth lever for our business right now — our DTC and Amazon business globally, plus TikTok Shop, one of the most exciting corners of ecommerce right now. This is a builder's role: real autonomy, direct access to our founders, and the chance to shape how a fast-growing, category-defining brand shows up online. JD below 👇 Apply directly, share with your network, or DM me if you or someone in your network might be good fit. #Hiring #Ecommerce #DTC #Digital #Remote #GlobalMacKenzie Kassab reposted thisWe're #hiring a new Global eCommerce Manager in New York City Metropolitan Area. Apply today or share this post with your network.
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MacKenzie Kassab posted this📣 CALLING ALL FREELANCE WRITERS I'm looking for a Los Angeles-based writer who feels a strong connection to their Latina/o roots and has an interest in beauty. I've got some ideas for Rare Beauty's Substack that I'd love to kick around with you! Please drop a link to your portfolio in the comments, and I'll reach out if we're a great fit.
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MacKenzie Kassab shared thisIt's a hot take, but sometimes you've gotta fight the urge to try to convert. Love the conversation happening around this in the comments!MacKenzie Kassab shared thisI sat down with MacKenzie Kassab the woman behind the Rare Beauty Secrets Substack to learn more about how they're winning by doing the one thing most brands can't bring themselves to do... which is nothing. the second a newsletter feels like an ad, people stop opening it -so Substack is the one place Rare Beauty don't sell. they go deeper, build the relationship, and let every other channel do the converting. she describes their Substack as "the club bathroom moment where you tell a stranger you love her lipstick and she hands it straight over" - there's no agenda, just warmth 💋
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MacKenzie Kassab reposted thisMacKenzie Kassab reposted thisthe followers you already have are worth more than the ones you're chasing 🤫 every big platform has clocked it too, which is why they're all building little ways to look after your most loyal people instead of just throwing you at strangers. the good news is you don't need any of their fancy features to start. you can look after your regulars right now, with whatever you've already got!
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MacKenzie Kassab shared thisRare Beauty uses Substack to connect with our community, but here's great insight about how brands like The RealReal and M.M.LaFleur use the platform. (Definitely worth a read if you're thinking about starting a brand newsletter.) Thank you for the great conversation, Allison Smith! Link: https://lnkd.in/gq33HXBr
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MacKenzie Kassab shared thisA bite-sized summary of my conversation with Sophie Miller at Pretty Little Marketer last week. Thank you for this, Isabelle Hasslund — and yes, I think this is your sign to start writing!MacKenzie Kassab shared thisI've been a Substack lurker for a while now, but this panel finally made me want to stop reading and start writing I was OOO last week but made time for the replay anyway. Sophie Miller, creator and founder at Pretty Little Marketer, and MacKenzie Kassab, Director of Creative Strategy at Rare Beauty broke down what brands are getting wrong on Substack. As a social media marketer who's been craving a return to her journalism roots, I was hooked. The big takeaway: Substack is for community gathering, not conversion. If your newsletter reads like an ad, you're already doing it wrong. Think of it as the long game: Stay flexible, stay responsive, and actually show up for your readers. Here are my favorite moments from the panel. (The replay is on YouTube, you should def go watch it!)
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MacKenzie Kassab reposted thisMacKenzie Kassab reposted thisbank holiday, heatwave, and the wrap of Pretty Little Marketer’s (free) Month of Marketing webinar series ft. the brilliant MacKenzie talking all things Rare Beauty substack - it’s a good week to have a good week !!! 🔗 https://lnkd.in/evu4fzy7
MacKenzie Kassab commented on a post
2w
We’re so lucky to have this summer team!
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MacKenzie Kassab liked thisMacKenzie Kassab liked thisToo many restaurants are buying empty Heinz bottles and refilling them with cheap stuff. So Heinz responded… They printed the exact red colour around the border of the label, making the fake stuff easy to spot. They also released an Instagram filter called “Is That Heinz?” so anyone can scan & verify their sauce. The result: Sales increased & refills decreased massively. Creative marketing saves the day!! 👏
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MacKenzie Kassab liked thisMacKenzie Kassab liked thisWhen I was about 12, I woke up one morning with eczema covering my entire body. I couldn’t sit, move or lie down without crying. I couldn’t wear anything. Even the bedsheets felt like sandpaper against my skin. I started Morning Marvels kids hoping we could make a real difference to children who struggle with clothes. So seeing it given a full page and a five-star rating by YOU Magazine makes me incredibly proud. We’re obviously no miracle cure for eczema. But when your skin is already angry, the last thing it needs is clothing that makes it feel worse. Thank you Sophie Hines and YOU Magazine and Daily Mail for giving a small business such a wonderful exposure 🩵 https://lnkd.in/evWhQemc #eczema
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MacKenzie Kassab liked thisAnd behind today’s big Target announcement, another BIG milestone for SARELLY. 🇲🇽🇺🇸 Our friends at The Business of Fashion shared the news of our $3M #funding round to fuel our #nationwide #US #retail #launch. I’m incredibly grateful to our existing investors Wollef, Sandbox Studios and Semilla Ventures for continuing to believe in us — and proud to welcome Silas Capital, Pentland Ventures, Siddhi Capital, Scoop Ventures and GMX Ventures to the journey. ¡GRACIAS! Eric, Jackie, José, Isabella, Brian, Frank, Katie, Lucas, Susie, Amy, Nicole, Gregory, David and all our amazing angel investors — we #LOVE you! 💋 As I told BoF: “We are not creating a Mexican brand for Mexico. We are building the first #global #beauty brand out of #Mexico.” A long way to go. But a pretty special day. ❤️🇲🇽MacKenzie Kassab liked thisSARELLY has raised $3 million in a new funding round, the Mexican beauty and lifestyle brand announced Wednesday. Read more https://lnkd.in/erXEDnmk
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MacKenzie Kassab liked thisMacKenzie Kassab liked thisGrateful doesn't quite cover it. Saie has been named a WWD Beauty Inc 2026 Power Brand, and I keep coming back to how far we've come since day one when we launched in November 2019. Thank you to WWD and Jenny B. Fine for this incredible honor, and to Team Saie, who shows up every day to build something we're so genuinely, deeply proud of. The WWD Beauty Inc’s 2026 Power Brands list recognizes 50 of the most influential and growing companies in the global cosmetics and skincare market. To be included among them is a true honor—and, honestly? We’re just getting started. 2027 is going to be incredible. I can't wait for you all to see what we've been working on. 🩷
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MacKenzie Kassab reacted on thisMacKenzie Kassab reacted on thisShifting gears from intern to freelance copywriter for Kia Social at INNOCEAN USA ⚙️ Excited to make cool stuff with my art director, Anna Monnett and the rest of the team!
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MacKenzie Kassab liked thisMacKenzie Kassab liked thisHiring for a new role on our team. If you’re in the audience development and content partnership space, and you happen to be interested in exceptional art and objects…this could be right up your alley.
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MacKenzie Kassab liked thisMacKenzie Kassab liked thisI’m pleased to be joining CEW UK's Two-Way Mentoring Programme this year supported by Puig! Mentoring is a valuable opportunity to share knowledge, learn from others and support the continued development of our industry. I’m looking forward to being part of the programme and connecting with the beauty industry's emerging leaders. Want to apply to become a mentee? Mentee applications are open through 18 September- you must be a CEW member to participate. The programme provides mentees with a valuable opportunity to connect with experienced industry leaders, exchange knowledge and gain insights that can support their personal and professional development. Mentee application form link in the comments ⬇️ #CEWMentoring #TwoWayMentoring #MeettheMentors #IndustrySupport #CEWUK
Experience & Education
Volunteer Experience
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Volunteer Coordinator
Miry's List
- 3 years 2 months
Human Rights
• Oversee the recruitment of volunteer workers for various programs and campaigns
• Ensure the volunteer program is beneficial to organization staff
• Create a smooth, rewarding volunteer experience
• Secure in-kind donations for families settling in the US as refugees -
Public Relations Volunteer + Copywriter
BETA Lebanon Animal Shelter
- 2 years 1 month
Animal Welfare
• Contributed a public relations and marketing strategy for the local animal shelter
• Strategized content for a new website
• Oversaw and wrote monthly newsletters targeting existing and potential donors -
Public Relations + Fundraising Volunteer
The Syrian School in Lebanon
- 3 months
Disaster and Humanitarian Relief
• Contributed public relations and copywriting services for a fundraising quiz night
• Secured donations from high-profile fashion brands for pub quiz winners
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