In this episode of ShelfLife, we sit down with Maria Plaza, CMO at MiiN Cosmetics, the brand that helped bring Korean beauty culture to Europe and turn it into a scalable omni-channel business. Maria shares her unconventional journey from law and economics to leading marketing and digital for a fast-growing beauty brand. 🎯 She breaks down: • Why brand vs performance is a false trade-off • How marketing is becoming conversational • The real role of AI in a CMO’s decision-making • Why influencer marketing (as we know it) might disappear • How to localize strategy across different European markets • What community-led growth really means • How to connect qualitative sentiment with hard performance metrics We also explore her personal philosophy, from trekking near Everest Base Camp to silent retreats, and how clarity, intuition, and purpose shape leadership decisions. This episode is for founders, marketers, brand builders, and anyone curious about the future of marketing in an ...