TikTok x Amazon: How Trends Drive Transactions

Vanessa Kuykendall is the Chief Engagement Officer at Market Defense, where she spearheads enterprise engagement and marketing strategies, driving success for beauty brands in the Amazon ecosystem. With a remarkable 29-year career in the beauty industry, Vanessa has honed her expertise in sales, training, and merchandising leadership, holding pivotal roles at renowned companies such as The Body Shop, MAC Cosmetics, Estee Lauder, and Tiffany & Co. Before co-founding Market Defense in 2017, Vanessa led the Beauty.com business for Walgreens. Her deep understanding of the beauty landscape and consumer behavior has been instrumental in crafting impactful brand experiences that resonate with customers.

Alex Nisenzon is the CEO of Charm.io, the leading dataset on ecommerce brands, delivering real-time insights into millions of DTC brands and every product on TikTok Shop. Charm empowers retailers, investors, and enterprises to make smarter decisions and accelerate growth by transforming complex data into actionable business decisions.

With more than a decade in the data and analytics space, Alex combines deep technical expertise with commercial acumen. Before joining Charm.io, he played a pivotal role at Similarweb across revenue generating and data strategy functions, helping scale the business through their IPO.

At Market Defense, Dave Karlsven is the Senior Vice President with a focus on Client Marketing and Data Science, where his data driven traffic and conversion strategies profitably grow brands on Amazon. Dave's strength and passion is helping businesses grow with aggressive marketing campaigns, working closely with over a hundred businesses from Startups to Fortune 500 companies across a variety of industries to help them achieve their sales and marketing goals. Dave has helped several startup product companies go from no revenue to over $40 Million in online revenue within 3 years. He has also helped many clients with his innovative off-Amazon marketing strategies that help drive better organic rankings and sales on Amazon.

John Cafarelli is the Co-Founder and President at BeautyMatter. Growing up in New York as the son of a builder, he learned at an early age the value of having the right tools in one’s toolbox to be successful. John’s carried this mindset through to his work at BeautyMatter by working with the team to create content and experiences that inform, analyze and educate to give our audience an “unfair advantage” as they grow their businesses and navigate the ever-changing beauty and wellness landscape.

John’s beauty and wellness industry expertise is centered around identifying market opportunities, strategic planning, developing strategies for growth, cash and financial strategy, and building operational excellence. He’s an entrepreneurial thinker with diverse work experience and a bias for creativity and innovation that’s actionable and realistic.

John is also the founder and CEO of his own skin health brand, Ernest Supplies. He also spent six years as the COO / CFO of Paper Magazine, a multi-platform media company and content creation agency. In 2014, he was part of the team that “Broke the Internet.” Before that, John spent 10 years investing in and helping to grow well-known consumer brands, including Intermix, Skullcandy, All Saints, Morgenthal Frederics, and others.