Podcast
Process The Podcast
Welcome to Process the podcast, where we welcome guests of all creative disciplines and bridge the gap between art and commerce as leaders in their lane. We dive into their unique process to actualize their ideas and get our hands dirty with - the work. Host Arielle Thomas hopes you love these creative conversations with some of the most celebrated names in the Australian fashion, media, and design landscape!
- Fashion & Beauty chart
- #66
- Episodes
- 158
- Releases
- Weekly
- Typical length
- 57 min
- On air since
- 2022
- Latest episode
- 1 day ago
Episodes
158 episodes, newest first
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18 min
Your Next 100 Days Decide Your 2027
Show notes
“You don’t get in the room by waiting to be invited.” - Arielle Thomas
Feeling lost in your career, stuck, or unsure what to do next? In this Process Petite, Arielle Thomas, motion director, social strategist and founder of Cinema Thom, shares what happened after the biggest contract of her career came to an end and she lost her confidence and her direction. She talks through how one episode with Merit Beauty’s founding CMO Aila Morin changed the course of the podcast. She also explains why she decided no one was going to hand her the next chapter, and how a simple idea about “your next 100 days” reshaped her mindset, motivation and plans for 2027.
Recorded the night before a four-week, four-city recording trip across LA, New York, London and Paris… This episode is for anyone looking for career direction, motivation or guidance. That includes creatives, founders, freelancers, and anyone in their 30s still figuring out what they want. Arielle covers investing in yourself when there’s no client and no brief, why “don’t ask, don’t get” changed how she cold emails, and admitting when you need help. She also explains why building your own seat at the table beats waiting for permission, and how to figure out what you want by starting with what you don’t. If you need a push to stop waiting and start going after it, this one’s for you.
INSIDE THE EPISODE:
00:00 — Intro: Why I’m Leaving for LA Tonight
00:41 — Losing My Biggest Client & Feeling Lost
01:24 — The Episode That Changed Everything
02:34 — No One Is Going to Hand It to You
04:25 — Your Next 100 Days Decide Your 2027
05:46 — Don’t Ask, Don’t Get
07:53 — The Joy of Cold Emailing
08:38 — Inside a Four-Week Recording Marathon
10:14 — Investing in Yourself: “I Am the Brief”
11:10 — Admitting You Need Help
11:42 — Build Your Own Seat at the Table
13:55 — Feeling Lost? Start With What You Don’t Want
14:48 — What’s Next for Process
Episodes Mentioned:
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Estée Lalonde
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Enjoyed this Episode?Join our Community!
•
Your host, Arielle Thomas, on Instagram,@arielle.thomas
•
Us, on Instagram,@processthepodcast
•
Whatsapp Community@processthepodcast
Got someone you’d love Arielle to interview on this trip? Comment down below or DM us on Instagram.
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, books, publications and public figures 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
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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1 hr 3 min
Estée Lalonde on Building Mirror Water and finally asking for help
Show notes
“I love a trier. It doesn’t matter where it goes. If you are actually out there trying, that’s the special sauce right there.” - Estée Lalonde
Estée Lalonde has spent 16 years as a content creator, building an audience of more than a million YouTube subscribers. When she launched her body care brand Mirror Water, she’d never had a corporate job and had never used a spreadsheet. Five years later, the brand is mostly self-funded and has grown entirely organically, with no paid media until recently. It’s stocked in Space NK, Liberty, Selfridges and Cult Beauty. In this episode, Estée gets honest about the difference between building an audience and building a business. She talks about why followers don’t automatically become customers, why she still doesn’t take a salary from her own brand, and what it really takes to launch a beauty brand on a fraction of the usual budget.
For aspiring female entrepreneurs and creators who want to build a brand that stands on its own, this is a candid look at creator-led brands and retail. Estée shares the founder mistakes she’d undo (hello, expensive office), how landing her first stockist and one glowing press review changed everything, and why she’s always asking other founders for help. She also covers how she weighs raising investment against staying independent, how she splits her time between Mirror Water and her YouTube channel, and how she’s keeping the brand distinct on an increasingly crowded body care shelf. She also opens up about the year she finally asked for help, why “good enough” isn’t good enough anymore, and why networking in person still matters.
INSIDE THE EPISODE:
00:00 — Intro: Meet Estée Lalonde
02:26 — The Year She Finally Asked for Help
09:48 — Nobody’s Coming to Save You
12:59 — Why You Have to Be in the Room
18:45 — Why “Good Enough” Isn’t Good Enough Anymore
23:16 — Founder Mistakes, Motherhood & Having It All
30:07 — Falling Back in Love With YouTube
33:07 — How Mirror Water Started
37:09 — A Brand That Never Tells You to Do More
41:03 — Raising Money vs Staying Self-Funded
44:42 — Running a Brand and a Channel at Once
47:45 — Why Followers Don’t Equal Customers
50:33 — What Moved the Needle: Stockists, Press & Founder Friends
53:55 — Standing Out on a Crowded Shelf
56:32 — Setting the Tone for What’s Next + Where to Find Estée
Connect with our Guest:
•
Estée Lalonde on Instagram: @esteelalonde
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Mirror Water on Instagram: @mirrorwater.earth
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, creators and publications (including Space NK, Liberty, Selfridges and Cult Beauty) discussed for educational commentary. Nothing in this episode is financial or investment 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
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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49 min
How Saie Built a Diehard Beauty Community
Show notes
“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:
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Erin Starkweather on Instagram: @erinstarkweather
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Saie on Instagram: @saiebeauty
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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
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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39 min
Shared Stages: Does Engagement Make Money with Sally Obermeder
Show notes
“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!
CLICK HERE! - https://manychat.partnerlinks.io/60dpckpyh4zt-ogcg6e
FREE DOWNLOAD
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:
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Sally Obermeder on Instagram: @sallyobermeder
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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
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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1 hr 2 min
Jamie Green is strapped to a rocket ship, from mag covers to Oprah
Show notes
"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
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Jamie's website: http://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
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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57 min
Styling for Prada, Cartier & Bvlgari: The Many Hats of a Celebrity Stylist with Jess Pecoraro
Show notes
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:
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Jess Pecoraro on Instagram:@jess_pecoraro
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Jess on Substack: @bluejeansanddiamonds
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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
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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37 min
Founder and Expert-Led Video Content: The Complete Framework for 2026
Show notes
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:
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Why founder-led video content is becoming essential for SEO and AI-search visibility, not just social engagement
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Two proven filming methods for founder and expert-led videos — no crew or script required
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How one interview becomes 5+ pieces of content (hero video, B-roll, trial reels)
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15 ready-to-use prompts for founders who don't know what to say on camera
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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!
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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1 hr 7 min
Why Fashion Still Chases Film: Inside Brydie Mack's World
Show notes
Most photographers shooting fashion campaigns today work in digital, instant previews, instant safety net. Brydie Mack, known to her audience as Wolf Cub, doesn't. She shoots everything on film: three to four rolls per look, five different cameras on set as backup, and a vague idea of what she's actually got until the lab sends it back.
In this episode, Brydie breaks down exactly what it takes to specialize in film in an industry that's mostly moved on from it, the real cost and risk of every shoot, why brands are chasing the medium-format, hand-printed look right now, the airport scanner mistake that can ruin a week of work, and her honest take on why AI is about to make "handmade" the new luxury. She also opens up about stepping back from photography as her next chapter, and gives us the first real look at Lens, the film photography course she's building to pass on everything she knows.
INSIDE THE EPISODE:
00:00 — About Brydie and the Wolf Club Origin
04:47 — On-set Politics
08:03 — The Cost & Risk of Film Photography
09:11 — Photography Heroes
13:52 — Anatomy of a shoot
15:49 — Camera Recommendations for beginners
18:56 — Film Stocks and Flying with Film
22:43 — Managing Shoot Days
24:33 — Dream Clients & US Visa Problems
29:08 — Life Outside Work
34:16 — Boundaries on travelling for work
35:58 — A Photographer’s Dream Model
39:21 — Pitching Jobs
40:20 — Photography Inspiration
44:59 — Shooting Nudes
52:53 — AI in Photo & Film Industry
59:34 — Szilvesztre Mako
1:00:29 — Film Lab Recommendations
1:03:36 — Advice for aspiring film photographers
1:04:15 — Connect with Brydie
Join the Waitlist for Lens:
Brydie's upcoming Film Photography Course
Connect with our Guest:
•
Brydie Mack (Wolf Cub) on Instagram @wolfcubwolfcub
•
Website: https://brydiemack.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 references other photographers and their work 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
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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1 hr 14 min
The Story Behind Persona's Debut Issue, with Bella Freud
Episode 139
Show notes
"It's an object of obsession about one woman... you genuinely get an intimacy that you cannot find anywhere else." — Grace O'Neill & Paulina Paige
Grace O'Neill and Paulina Paige have built magazines and campaigns for some of the biggest names in fashion media. But this time, they threw out every rule they knew and started from zero with no guardrails, no existing audience, no safety net. The result is Persona: a biannual, single-subject magazine that reads more like a coffee table book than a glossy, with its debut issue built entirely around Bella Freud.
In this exclusive interview, Grace and Paulina walk through exactly how Persona came together, the cold email that convinced Bella Freud to say yes, the unpublished 90s photo archive they talked a photographer into handing over, getting the rights to a Lucian Freud portrait, and the real numbers behind launching a $75 magazine with zero followers. It's a rare, honest look at what it actually takes to build a print product from scratch in 2026 - the creative risk-taking, the budget conversations, and the trust it takes to hand a stylist "a little kernel of an idea" and let them run the thing.
INSIDE THE EPISODE:
00:00 — Intro: Grace & Paulina The Lead-Up to Persona
05:27 — From Massive Infrastructure to Doing It All Themselves
07:41 — What They Knew Going In
14:26 — What If a Magazine Had No Rules?
16:47 — Deciding on Bella Freud
18:52 — The Cold Email That Got Bella Freud on Board
22:08 — The Moment They Knew It Was Really Happening
22:57 — Building the Book Around What They Had
31:35 — Is It Really an Australian Magazine?
34:16 — Talking Budgets: Landing Dior & Reframing Beauty With Mecca
42:14 — What It Actually Takes to Print
44:18 — Production vs. Printing
48:23 — The Launch Gamble
53:32 — How Much Room Does This Take Up in Your Life?
58:24 — Partnership
1:00:29 — Where the Creative Stimulus Comes From
1:04:00 — Second Issue?
1:08:32 — Where to Find Them
1:10:15 — Persona Launch Party
Take a look at Persona:
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Persona Magazine: www.persona-magazine.com
•
Instagram @thepersonamagazine
Connect with our Guests:
•
Grace O'Neill on Instagram: @grceoneill
•
Paulina Ortega on Instagram: @paulinapaige
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 archival imagery and licensed material (including works connected to the Lucian Freud estate) 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
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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32 min
Allow me to reintroduce myself: The story behind Process the Podcast
Show notes
"My parents owned a five star luxury hotel that they built when I was ten... it formed me in a way that I cannot even comprehend." — Arielle Thomas
For over 140 episodes, Arielle's been the one asking the questions. This week, she turned the mic on herself. With so many new listeners joining after the Merit episode went viral, it felt like time to rewind the tape, who she actually is, how Process the Podcast came to exist, and where her seven-figure production company, Cinema Thom, stands today.
From growing up behind the scenes of her parents' five-star hotel, to a teenage sales job at Scanlan Theodore, to acting school in New York, to directing a Kmart TikTok vertical that helped drive enormous value for shareholders.
This is the full, unfiltered walk through everything that built the person behind Process. It's personal, it's honest, and it's the episode to send anyone who's ever asked, "wait, how did you get into this?"
INSIDE THE EPISODE:
00:00 — Process the Podcast and Arielle's Origin Story
01:45 — Growing Up in Hotels: The Lyall
03:42 — Learning the Value of a Dollar
05:20 — Moving to New York for Acting School
06:00 — Coming Home & Arielle's Acting Career
08:17 — Behind the Camera with Meat and Potatoes
10:54 — Working with Kmart
14:09 — The TikTok Era
17:45 — Global Expansion: Anko Philippines
19:43 — How Process the Podcast Came to Be
21:21 — Process Today
27:52 — Cinema Thom Today
28:30 — What's Next?Enjoyed this Episode?
Join our Community!
•
Your host, Arielle Thomas, on Instagram, @arielle.thomas
•
Us, on Instagram, @processthepodcast
•
Whatsapp Community @processthepodcast
New here? We're now on YouTube with a companion panel alongside the video, worth a watch if you're a visual person! Follow us to get notified every time a new episode drops every Tuesday.
See you at the next one!
This episode references past projects (Meat and Potatoes, Deadline Gallipoli) discussed for personal/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
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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55 min
From Princess Diana to Kim Kardashian: How Joh Bailey Built Legacy and Relevance for 41 Years
Show notes
"You can't afford to be an arsehole if you're famous; people talk about it too much." - Joh Bailey
Forty-one years ago, Joh Bailey opened a single Double Bay salon with one goal: to be number one. Today, that same "no bullshit" philosophy has taken him from doing Princess Diana's hair on royal visits to building his own haircare line from scratch; tested, adjusted, and re-tested until it was right.
In this episode, Joh gets refreshingly honest about what it actually takes to survive four decades in an industry built on trends: the phone call from Buckingham Palace that changed everything, what working with clients like Kim Kardashian taught her about fame and behaviour, surviving the GFC when she and her business partner Marilyn had "no idea what to do" with the money coming in, and why she still tests every product on himself before it ever reaches a client. It's part masterclass, part memoir, and a genuinely funny, unfiltered look at what it takes to build something that lasts.
INSIDE THE EPISODE:
00:00 — Intro: 41 Years & the Marilyn Partnership
03:05 — The Non-Verbal Language of hair
06:45 — The accidental business partner
09:01 — Breaking the judgement intimidation in salons
11:08 — Anatomy of a world class blow-dry
15:41 — Doing Princess Diana's Hair
21:53 — 40 Years of Ups & Downs
26:47 — Celebrity Clients
28:25 — Building the Haircare Line
33:20 — The harsh reality on how to have good hair
35:02 —Business Advice for Hard Times
29:23 — Going Global?
40:02 — Giving Back & Handwritten Notes
42:25 — Can Damaged Hair Be Repaired?
46:05 — Work Ethic
47:32— What's Next?
54:01 — Connect with Joh
Connect with our Guest:
•
Joh Bailey on Instagram: @johbaileyofficial
•
Joh Bailey Salons & Haircare:https://johbailey.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 discussion of third-party public figures and historical events for educational commentary. Any imagery referencing Princess Diana or other celebrities is press/archival material; 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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59 min
How Merit Built a Cult Following Before It Had a Name with Aila Morin
Episode 137
Show notes
Aila Morin is the founding Chief Marketing Officer of Merit Beauty, one of the fastest-growing brands in the beauty industry. On this episode of Process, host Arielle Thomas sits down with Aila for a rare, in-depth conversation about brand building, marketing strategy, and product development, from Merit's earliest days as an anonymous Instagram account to its most recent Clean Volume mascara launch.
Aila walks through how Merit built a loyal community before the brand even had a name, why the company skipped paid advertising entirely for its first four months, and how a single UX fix increased sales by more than 100%. She also gets candid about product failures, the emotional weight of building something people trust, and why Merit has no interest in using AI in its creative process.
This conversation covers founder transparency, marketing strategy, brand building, product development, and the beauty industry from the inside, a masterclass for anyone building a brand, working in marketing, or curious how one of beauty's most consistent companies actually operates day to day.
INSIDE THE EPISODE:
00:00 — Intro
00:38 — How Merit Came to Be
03:15 — Finding the White Space in Beauty
05:10 — Building a Brand That Doesn't Need the Product
07:17 — Learning to Sell from the Shop Floor
09:46 — The Secret Instagram Account That Became Merit
11:33 — Skipping Paid Ads for Community as a Focus Group
13:12 — Why Great Brands Aren't Built on Virality
16:59 — Reinventing the Foundation Stick
22:13 — Data Over Market Reports: Building Clean Volume
26:11 — The Kaizen Approach to Product Development
29:24 — Story First: How a Launch Actually Gets Built
34:15 — Why Merit Never Starts With the Grid
35:20 — Casting With a Story: Whitney Leavitt & Karen Pittman
38:10 — Self-Doubt Behind the Confidence
40:28 — Owning Polarizing Reviews
42:17 — What Hasn't Worked
44:30 — The Unglamorous Reality of Running Merit
46:22 — Building a Brand That Lasts 100 Years
49:00 — Clean Volume's "See to Believe" Sampling Strategy
50:37 — The Future of Social & Why No AI Creative
52:41 — Arielle's Personal Encounter With Merit
55:36 — Beauty: Shame vs. Belonging
Connect with our Guest:
• Aila Morin on Instagram: @ailamorin
• Merit Beauty on Instagram: @merit
• Website: https://www.meritbeauty.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 third-party audio used for educational commentary and reference. 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
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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14 min
Petit: Why Your Portfolio Isn't Getting You Hired Anymore
Show notes
Your showreel might be quietly costing you clients, and no one's telling you that.
In this solo petite episode, host Arielle Thomas walks through the exact framework she's using to recalibrate Cinema Thom: why clients now hire for problem-solving over taste, the real difference between a showreel and a case study, and the asset-mapping system replacing both.
Part life update, part masterclass in founder transparency; including the six months she went quiet online, why that was a mistake, and the Tyler the Creator clip that changed how she thinks about promoting her own work.
In this episode, you'll learn:
• The real difference between a showreel and a case study and why clients now expect both
• How to build a campaign asset map (Arielle's own team framework)
• Why "Rome wasn't built in a day" should be a content strategy, not an excuse
• The system Arielle's team uses to keep posting consistently without her being the bottleneckINSIDE THE EPISODE:
00:00 — Intro
00:43 — Why Clients Hire Me Now
02:54 — Showreel vs. Case Study, Defined
03:35 — Building the Asset Map
05:15 — Put Out Your Work (Tyler the Creator clip)
06:19 — Systems & Processes
08:15 — Behind-the-Scenes Beats the Hero Shot
09:15 — The Recalibration Roadmap
11:04 — Who Do I Want to Be?
12:12 — Closing & CommunityEnjoyed this Petit?
Join our Community!• Cinema Thom: @cinema_thom ( https://bit.ly/4fwwZI7 )
• 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)Follow us to get notified every time a new episode drops every Tuesday.
See you at the next one!This episode includes third-party audio used for educational commentary and reference. 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 get in touch with hello@cinemathom.com
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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1 hr 7 min
Playboy to Summer Fridays: Ali Mitton Reclaims the Female Gaze
Show notes
"If people want to work with you, they’re going to find you. So you've just got to create the work, be aligned with your own taste, and put it out there." — Ali Mitton
From a darkroom in the Gold Coast to shooting global campaigns in Los Angeles, photographer Ali Mitton has built an undeniable, sun-drenched career capturing freedom, raw movement, and elevated beauty. But what happens when the high stakes of commercial advertising pull you away from your artistic centre?
In this incredibly raw and transparent conversation, Ali opens up about building massive relationships with legacy brands like CoverGirl and Aerie, navigating the toxic comparison loops of Instagram, and how a devastating personal crisis, losing her dream home in the 2025 LA wildfires, sparked an existential creative reckoning.
We dive deep into the differences between the Australian and American industry landscapes, the realities of high-stakes commercial sets, and why true artistry requires the courage to say "no".
INSIDE THE EPISODE:
00:00 — Intro
04:32 — Owning the Title Before You've Earned It
07:46 — Protecting Your Signature as Jobs Get Bigger
12:06 — The No-Retouching Era
16:16 — Getting Dropped
21:10 — How Dream Clients Actually Find You
24:35 — Shooting Playboy for the Female Gaze
28:29 — Legacy Clients, Celebrities & Managing Egos
34:35 — Being the Client for Once
36:55 — Losing the House in the LA Fires
43:45 — Learning to Say No
48:04 — The Impossible Shot List
57:51 — Beauty's Nostalgic Rewind
1:01:28 — Instagram Rewind: Behind the ShotsConnect with our Guest:
• Ali Mitton on Instagram: https://bit.ly/4vLjmuR
• Website: www.alimitton.com https://bit.ly/3T12QJjEnjoyed 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/44pdcFfFollow us to get notified every time a new episode drops every Tuesday.
See you at the next one!* This episode includes third-party images and video clips used for educational commentary and visual references. 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
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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59 min
Inside Everyone's Favourite Creative Substack, Art Direction with Zoë Yasemin
Show notes
"If everyone draws from the same pool of images, but they don't know why they're drawing from that, the work becomes the same." - Zoë Yasemin
Welcome back to Process the Podcast. This week, Arielle sits down with Dutch-based creative director, researcher, and the brilliant mind behind the viral, globally ranked Substack: The Art Direction, Zoë Yasemin.
While previous guests have masterfully explored the mechanics of still-life curation and multimedia stop-motion, Zoë’s strength is the depth of her reference pool. In this expansive dialogue, Zoë and Arielle dissect "aesthetic flattening" - the dangerous cultural cycle where creators pull from the exact same surface-level internet algorithms, leading to an inevitable sameness in modern brand output. From bidding on rare, vintage indie magazines on eBay to studying the historical representation of the female form, Zoe shares an elite masterclass on how to bridge the gap between a beautiful mood board and world-class execution.
Inside the Episode:
• 00:00 — Intro
• 05:22 — Decades of Visual History
• 11:43 — What is True "Taste"?
• 17:10 — The 57K Substack Secret Blueprint
• 22:53 — Sourcing References Beyond Pinterest
• 28:22 — The Visual Curriculum Framework
• 33:10 — Finding Unexpected Creative Fuel
• 38:10 — Heritage Brand World-Building
• 43:49 — Inside a 3-Day Editorial Marathon
• 49:04 — Embracing Human Craft Over AIConnect with our Guest:
• Zoë Yasemin on Instagram: https://bit.ly/3TixD4k
• The Art Direction School on Instagram: https://bit.ly/4vgZgrZ
• Art Direction on Substack: https://bit.ly/4gsNWp3Enjoyed 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)Follow us to get notified every time a new episode drops every Tuesday.
See you at the next one!* This episode includes third-party images and video clips used for educational commentary and visual reference. 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 copyright inquiries, please contact hello@cinemathom.com
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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25 min
Petit: Creatives Are The New Athletes
Show notes
"The reason why I want to instill you guys to care about this... is not because I want you to care about basketball. It's because I want you to care about the shape of the story. It's the unglamorous, the hours and hours and hours that go into unrewarded work." — Arielle Thomas
Welcome back to another episode of Process the Podcast. We are sliding right back into the studio this week, and the way we are looking at our craft is getting a little bit sharper.
In this unfiltered, solo Petit, Arielle steps directly up to the microphone to strip away the soft, algorithmic romanticism of the creative life. This episode drops a massive operational framework: creatives must think and work like high-performance athletes to truly get ahead.
Pulling structural parallels from the historic 53-year championship wait of the New York Knicks, Jalen Brunson’s relentless work ethic, and Kobe Bryant’s obsessive midnight training methods, Arielle breaks down how to navigate the modern wave of AI slop and self-optimisation burnout. This is a raw, grounded look at how to get excited about the unglamorous reps, master the actual volume of your craft, and build an unbreakable work ethic when absolutely nobody is watching.
Inside the Episode:
• 00:00 Resetting the Outlook: The Creative Entrepreneurship Shift
• 02:04 The New York Knicks & The Half-Century Wait for Greatness
• 04:24 The Myth of the Short-Cut: Fighting AI Slop with Athlete Logic
• 07:51 The Unglamorous Reps & Staring Down Unrewarded Work
• 09:43 Borrowing the Engine: Inspiration vs. Disciplined Refusal
• 11:01 Kobe Bryant, Michael Jackson, & The Strategy of Deconstruction
• 13:50 Mastery in Volume: The Truth of the 10,000-Hour Privilege
• 17:16 Audacious Thinking & The Quest to Build the Best Creative Podcast
• 18:50 The Toxic Optimisation Wave: Resisting Algorithmic Laziness
• 21:51 Romanticising the Boring: Stripping the Workspace Back to the GreatsEnjoyed this Petit?
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)Follow us to get notified every time a new episode drops every Tuesday.
See you at the next one!Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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1 hr 6 min
Encore: Vogue Receptionist to Editor in Chief with Kirstie Clements
Show notes
"You had an idea every ten seconds for Vogue. You can have an idea every ten seconds for yourself." - Kirstie Clements
Welcome back to Process: Encore. In this archival series, we bring forward the timeless dialogues that laid the groundwork for Process.
This week, Arielle revisits a deeply layered, expansive conversation with best selling author, journalist, and legendary former Editor-in-Chief of Vogue Australia, Kirstie Clements.
Kirstie’s 27-year trajectory at the absolute pinnacle of fashion publishing is a masterclass in creative longevity. Starting on the reception desk at age 23, she scaled the masthead to lead the iconic title through nearly thirteen years of epochal cultural shifts, international coups like anchoring Karl Lagerfeld's guest editorship and massive corporate evolutions.
In this honest session, Kirstie unpacks what happens when you step out of a rigid corporate cocoon, how she completely shed the heavyweight skin of public expectation, and what it truly means to safeguard your innate creative power.
Inside this Episode:
• 00:00:00 - From Vogue Receptionist to Editor in Chief: A look at a legendary 27-year trajectory, proving why mastering the unglamorous nuts and bolts of an industry scales creative longevity.
• 00:06:29 - Building a Vision for Australian Vogue: Navigating the intricate tightrope between corporate commercial profitability and world-class aesthetic execution.
• 00:12:51 - Karl Lagerfeld Guest Edits Vogue Australia: An inside look into the complex, midnight operational choreography of securing one of fashion’s biggest editorial coups.
• 00:14:45 - Lessons from Fashion Legends: Unpacking the relentless stamina and surprisingly unpretentious nature required to keep a creative fountain thriving over a lifetime.
• 00:16:16 - The Pre-Social Media Era: Celebrating the legacy of keeping monumental interactions private, far away from the obligations of front-facing camera validation.
• 00:20:19 - Life After Vogue: The profound psychological execution of self-reinvention once you entirely decouple your identity from corporate structures.
• 00:35:50 - Creative Reinvention and Freedom: Moving past corporate politics to realize that your innate ability to generate ideas can never be institutionalized.
• 00:44:01 - Modern Pressures on Women: Deconstructing the hyper-monetized, algorithmic anxiety targeting women's aesthetics and biological timelines.
• 00:53:52 - Advice for Overwhelmed Creatives: Why modern multi-hyphenates must intentionally protect their artistic sensibilities from copy-and-paste digital algorithms.
• 01:02:44 - What Inspires Kirstie Now: Shifting entirely away from corporate consensus to find ultimate creative sovereignty in travel, freedom, and deep mentorship.Connect with our Guest:
• Kirstie Clements on Instagram: @kirstie_clements (http://bit.ly/4oNOVSS)
• Website: http://www.kirstieclements.com.au
• Substack: @kirstieclements (https://bit.ly/4eyPcEh)Read Her Books:
• Why Did I Buy That? (https://amzn.to/4eCKipX)
• The Vogue Factor (https://amzn.to/4eyA9uk)
• Impressive (https://bit.ly/4fVBIoy)Enjoyed this Encore?
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)Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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1 hr 1 min
Encore: Georges Antoni is a Slave to the Picture
Show notes
"I don't say to my assistants that you're working for me... you're working for the picture, so everything you do is about making the picture better. The picture is my boss." - Georges Antoni
Welcome back to Process: Encore. In this archive series, we spotlight the foundational conversations that continue to guide our creative landscape, unedited, uncut, and re-centred for our community today.
This week, we are throwing it back to a deeply insightful conversation with one of Australia’s most in-demand commercial fashion photographers, Georges Antoni.
Georges took a beautifully unconventional route into the industry, transitioning from corporate strategy at Coca-Cola and PricewaterhouseCoopers to shooting portfolio books out of his parents' crystal-cabinet front room. Today, he architects massive productions for leading brands while fiercely maintaining a family-first philosophy. In this episode, Georges and Arielle pull apart the critical intersection of artistic integrity, active diplomacy on set, and why Australian retail is falling behind on a global scale.
Inside the Episode:
• The Potency of Art Buying: Why conservative corporate hierarchies give local retailers a major global disadvantage.
• The "Picture as the Boss" Protocol: Stripping ego entirely out of production so the whole team serves the final image.
• The 95% Active Diplomacy Matrix: How to manage high-volume commercial mechanics while making talent feel entirely unjudged.
• The 1,900 Lighting Diagram Rule: Why Georges documents every single setup to avoid lazy, repetitive lighting styles.
• The Unified Creative Umbrella: Constructing a symbiotic stills-and-motion framework to stop fractured social media content.•
• Selling the Sizzle Over the Brand: Shifting from flawless product form to building an identity consumers actually want to ascribe to.
Connect with our Guest:
• Georges Antoni on Instagram: @georgesantoni
• Website: http://www.georgesantoni.comEnjoyed this Encore?
Join our Community!
• Your host, Arielle Thomas on Instagram,@arielle.thomas
• Us, on Instagram,@processthepodcast
• Whatsapp Community @processthepodcastFollow us to get notified every time a new episode drops every Tuesday. See you on the next one!
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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1 hr 41 min
Encore: Jasmine Dowling: Balancing Art, Life, and the Creative Tightrope
Show notes
"The more I want the work to be the focus, the more I pull back sharing myself. I want the work to speak." — Jasmine Dowling
Welcome to Process: Encore!
In this archive series, we’re spotlighting the foundational conversations that continue to guide our creative community, completely untouched from the day they first aired!
This week, we are taking you back to a hotel room in Brisbane where Arielle sat down with one of Australia’s most distinct creative eyes: multimedia artist in still and motion creation, Jasmine Dowling.
Jasmine has spent over a decade navigating the fragile balance between commercial partnerships with global mainstays like Longchamp, Mecca, Chanel, and Hermès (just to name a few) and the highly intentional, low-fi personal practices that keep her creative spirit alive. In this unfiltered conversation, she opens up about the reality of executing work that is entirely yours.
In this episode:
• The 40/30/30 Split: Balancing unpaid personal exploration, client work, and paid social partnerships.
• The "Slave to the Eye" Paradox: The endurance required when your hands are working overtime to match the vision in your mind.
• The Low-Fi Medium Strategy: Ditching the heavy gear to capture her Paris Hermès project via film, a compact Sony, and raw iPhone voice memos.
• The Illusion of "Dream Clients": The unfiltered reality of navigating heavy corporate bureaucracy and creative revisions.
• The Power of the Gifted Spark: How unexpected tactile packaging triggers immediate, experimental animation concepts.
• The Boundaries of Curation: Treating your digital platform strictly as a workspace while fiercely protecting your private family life.• The Forever Fear of Work Disappearing: Overcoming the anxiety that everything will crumble the moment you set structural boundaries.
Connect with our Guest:
• Jasmine Dowling on Instagram: @jasminedowling
•
• Studio & Prints:https://jasminedowling.com/
Enjoyed this Encore?
Join our Community!
• Your host, Arielle Thomas on Instagram,@arielle.thomas
• Us, on Instagram,@processthepodcast
• Whatsapp Community @processthepodcastFollow us to get notified every time a new episode drops every Tuesday.
See you on the next one!
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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47 min
Petit: How to Build an Active, Engaged Community from Scratch Ft. Brooke Moody
Show notes
The boardrooms are obsessed with a community, but most are just building an audience. This week in the Clubhouse, Arielle sits down with retail and AI strategist at Amazon Web Services, corporate influencer, and community builder, Brooke Moody. If you’ve been trying to unlock the framework of how to turn passive metrics into a hyper-engaged collective, consider this your ultimate guide.
Brooke has been the hidden engine behind massive community moments; from engineering events for Hot Smart Rich that packed out rooms across New York and LA to launching her own independent collective, Aussie Angels.
In this Petit, we’re sharing the reality of what it actually takes to build infrastructure for ambitious women, without the vanity metrics or the corporate fluff.
In This Episode:
• The Butler vs. The Leader: Why sideline "management" will never replace an embedded strategist leading from the front.
• The 50% Engagement Matrix: Why true community spaces pull a massive 50% engagement rate compared to traditional media's 5%.
• The Low-Fi Longevity Secret: How stripping away the corporate frills and over-engineered events keeps your collective sustainable.
• The First 20 Rule: Why you need to ditch the 650-person waitlist obsession and focus on the first 20 people in the room.
• The "What are you working on?" Pivot: The exact entry question that skips the surface small talk to drive immediate collaborative depth.• Finding Your Platform: Figuring out what platform works for you and why you should never automate community chats.
Connect with our Guest:
• Brooke Moody on Instagram: @brookekmoody
• Aussie Angels on Instagram: @aussie__angels
• Aussie Angels Whatsapp: @aussieangels
• Substack @moodboardEnjoyed this Petit?
Join our community!
• Your host, Arielle Thomas on Instagram,@arielle.thomas
• Us, on Instagram,@processthepodcast
• Whatsapp Community @processthepodcast(75% of people show up to these rooms completely alone. So don't be shy to join in! The community is built for you)
Follow us to get notified every time a new episode drops every Tuesday.
See you at the next one!
Learn more about your ad choices. Visit https://megaphone.fm/adchoices
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