LA-based MarketerHire upgrades its service matching remote marketers with companies

Published October 28, 2020

MarketerHire, a Los Angeles-based startup backed by a slew of executives from some of the city’s hottest startups, launched its new service matching freelance marketing experts with open jobs listed on its platform.

“Today’s startup economy depends on the expertise of industry specialists as much or more than full-time generalists,” said Nick Green, co-founder and CEO of Thrive Market, a MarketerHire customer and investor, in a statement. “For a lot of high-growth companies, it no longer makes sense to build a big in-house team; better to leverage the best specialists to get the job done, and MarketerHire enables that talent to be easily found and matched — and all remote.”

To date, the company has raised $4 million in financing from executives like Green and other undisclosed C-suite executives from startups like Zillow, FabFitFun, Seamless and Notion .

The company provides a pre-vetted pool of marketing experts and matches those professionals with open positions posted by brands and agencies based on the qualifications, education, skills and project details they submit. Brands can typically fill their open positions in as little as 48 hours, the company said.

The new upgrade to the company’s service provides brands with a faster matching service based on machine learning algorithms designed to parse available jobs over different attributes across specific functions.

“The term ‘marketing’ has morphed to broadly encompass a growing list of niche specialties and platform-specific skills — from SEO and SMS to Amazon and TikTok,” said investor Andy Appelbaum, managing partner of RiverPark Ventures and co-founder of Seamless, in a statement. “As the algorithms, best practices, and expertise required for effective digital marketing rapidly evolve, organizations need instant access to expert talent to fill gaps in their internal teams.”

The company already counts a customer base that includes Allbirds, Netflix, PUMA and Quip, and it pulls its marketing professionals from a roster of former marketing executives from companies like Netflix, Sephora, Rothy’s, Facebook, Uber and Glossie. And the industry it’s tackling accounts for some $248.9 billion in business spending.

How do you hire a great growth marketer?

Rothy’s just landed $35 million from Goldman Sachs to sell more of its popular ballet flats

Published December 18, 2018

Rothy’s, a three-year-old, San Francisco-based company that makes a variety of colorful flats for women, has some more walking-around money today. According to Bloomberg, the company just closed on $35 million in funding from Goldman Sachs’ asset management unit.

The round brings the young company’s total funding to $42 million, including an early $5 million investment from Lightspeed Venture Partners, and $2 million in convertible notes, including from Finn Capital Partners, M13 and Grace Beauty Capital.

Goldman’s interest in the company isn’t surprising. Rothy’s doesn’t disclose how many pairs of shoes it has sold, but the company tells Bloomberg that it expects to see slightly more than $140 million in revenue this year, and, as the outlet surmises from some back-of-the-napkin math, that equates to roughly 1.4 million pairs of shoes sold.

Judging by its enthusiastic consumer base — it has 161,000 Instagram followers, for example — many of those are likely women who own multiple pairs, too.

What they love about the shoes, seemingly: their style, in large part. On this front, it helps that some fashion icons have gravitated toward the shoes, including actress-turned-Duchess of Sussex, Meghan Markle, who has been photographed in Rothy’s.

The company is also selling eco-conscious comfort by making the shoes out of recycled materials that include water bottles. Because of their constitution, they are also machine washable, yet another selling point.

Yet where Rothy’s has really shined is in marketing, including spending hugely on Facebook and to a lesser extent, Instagram and other social media platforms. Indeed, the company has been recognized repeatedly (including by us) for its shoes’ seeming ubiquity online. Though these platforms have grown more crowded in the short time since Rothy’s launched, it spent big on marketing from the outset — it flooded the zone, so to speak — and that campaign has seemingly paid off for the startup.

Today, the company, which runs its own 100,000-square-foot factory in China and employs roughly 500 people — including 50 people in the Bay Area — is selling four types of shoes, including its two best-known silhouettes — a $125 rounded flat shoe and a $145 pointed flat — along with loafers and, more newly, sneakers that are reminiscent of Van’s iconic shoes.

Somewhat ironically, one of the biggest threats to Rothy’s ongoing rise — other than fickle shoppers — is companies that are beginning to copy Rothy’s designs, reports Bloomberg.

The company says, for instance, that it is currently suing at least one outfit, a Virginia-based company, for selling a shoe that looks to Rothy’s alarmingly like one of its own productions.

Shoe startups aren’t dragging their feet

Published July 7, 2018

Joanna Glasner
Contributor

Growth market

It should be noted that recent footwear funding activity comes on the heels of some positive developments for the shoe industry.

First, this is a huge and growing industry. One recent report pegged the global footwear market at $246 billion in 2017, with annual growth rates of around 4.5 percent.

Second, public markets are strong. Shares of the world’s most valuable footwear company — Nike — have climbed more than 50 percent over the past nine months to reach a market cap of nearly $130 billion. Stocks of several smaller rivals, including Adidas, have also performed well.

Third, men are spending more on footwear. Though they’ve long been stereotyped as the gender with more restrained shoe-buying habits, men are putting more money into footwear and could be on track to close the spending gap.

Sneakering in

Both men and women are spending more on sneakers, and venture capitalists have taken notice. Sneakers and sneaker-related businesses account for the majority of footwear startup funding, as consumers increasingly opt for more casual, sportier styles.

Much of the innovation is in the sale and design of pricey, high-performance shoes. The largest footwear-focused round in recent months, for instance, went to GOAT, operator of an online sneaker marketplace that specializes in rare and high-end shoes. The three-year-old, Los Angeles-based company secured a $60 million Series C in February.

Other sneaker companies to raise funding recently include StockX, an auction-style GOAT competitor; Stadium Goods, a streetwear retailer; and Super Heroic, which makes high-performance athletic shoes for children.

The spike in sneaker funding comes amid a growth streak for the sector. As mentioned previously, much of that is driven by men. However, one other bullish sneaker trend footwear analysts point to is the changing buying habits of women. Driven perhaps by a desire to walk more than a few blocks without being in pain, we’re buying fewer high heels and more sneakers.

Stylish and eco-friendly

Demand for more comfortable footwear doesn’t only translate into more sneaker sales. Venture investors also see potential in other comfy shoe startups, particularly those with eco-friendly options.

In this camp is Allbirds, a maker of merino wool shoes in casual styles that has raised more than $27 million to date. Meanwhile, Rothy’s, which makes shoes out of recycled plastic bottles and sells them for around $125 a pair, has brought in $7 million.

Slippers are also a fundable space, as evidenced by the $2 million seed round last fall for Birdies, a maker of footwear for people who want to pad around the house in slippers while also looking stylish.

And as previously noted, it doesn’t look like high heel-focused startups have been kicking up a lot of capital lately. However, designers that offer varied heel heights are still scoring some big rounds. This category includes Tamara Mellon, a two-year-old brand that has raised more than $40 million to scale up a shoe design portfolio that runs the gamut from flats to spike heels.

But does it make money?

Recent history shows you can make a good exit with a shoe startup. And you can also flop or stagnate.

One of the more noticeable recent flops was Vancouver-based Shoes.com, an online shoe retailer that shuttered last year and filed for bankruptcy following disappointing sales.

Others found they weren’t as good a fit for today’s consumers as hoped. Most recently, Shoes of Prey, a made-to-order women’s shoe startup that raised more than $25 million, secured a small bridge round to keep operations afloat. A few years earlier, ShoeDazzle, a celebrity-backed shoe subscription service with more than $60 million in funding, sold at a steep markdown.

Meanwhile, developers of 3D printing and scanning technology are stepping up the pace of M&A. In April, Nike snapped up Invertex, a seed-funded startup that specialized in 3D foot-scanning. Last year, Aetrex Worldwide, a leading maker of therapeutic footwear, bought Sols, a venture-backed maker of 3D-printed custom orthotics and insoles.

Granted, it’s hard to imagine an episode about Carrie Bradshaw shelling out for custom orthotics. But in the exit-driven world of startup financing, it seems clear that Manolo Blahniks are out, while sneakers and insoles are in.