Community-based approaches are baked into the core DNA of the greatest brands of this decade, as they rely on authentic stories to be amplified through passionate customers and word-of-mouth instead of conventional marketing techniques.

Join us as Jaclyn Crocker, ex-GM, Retail & Community for lululemon in Canada and Australia, discusses how any brand can increase sales, margins and reduce discounting and their reliance on advertising through the power of community and advocacy marketing.

Jaclyn has over 8 years of experience working in a decentralised retail landscape, building communities, pushing boundaries, strategising and growing revenue.

The interactive workshop will guide participants through building a community program from scratch.

This three-hour session will equip attendees with:

The workshop is suitable for eCommerce and retail D2C brands who are looking to learn more about how to integrate community building into their overall strategy. Two people per organisation is encouraged to attend the workshop to take part in hands-on exercises.

If you’d like to attend the event, please reach out to


Lululemon is the fastest growing apparel brand of the past decade, this year reaching a $40B market cap and with virtually zero advertising. They attribute their stratospheric growth and high-profit margins to the purpose, ambassador and community-led marketing approach they’ve held since day 1.

Our inaugural Marketing Summit brought together brand and marketing leads from across the entire Seedcamp portfolio for a jam-packed day filled with inspirational talks, workshops and peer-to-peer learning. Led by our Head of Marketing, Natasha Lytton, the event included high profile guest speakers including the likes of Richard Reed, co-founder of innocent and Jam Jar investments; Kate Cox, CMO EMEA of GoDaddy on measurement for the digital age and Joby Russell, CMO at Purple Bricks, on the value of traditional media and how to take your campaigns international.

See the full agenda below:

10.00-11.00 – Measurement for the Digital Age: The GoDaddy Story Kate Cox, CMO EMEA @ GoDaddy

11.00-11.30 – Ice Breaker

11.30-11.45 – Coffee break

11.45-12.30 – ‘Every Great Brand Has to Have a Story’ – Charlotte McCrum, Founder & Managing Partner @ Harper Gray; Max Ottignon, Co-founder @ Ragged Edge; Laurence Bret-Stern, CMO @ PipeDrive

12.30-13.15 – Lunch break

13.15-14.00 – International Growth & the Power of Traditional Media,  Joby Russell, CMO @ Purple Bricks

14.00-15.00 – Purpose Powered Brands – Katy Turner, Co-founder & Managing Partner @ Multiple

15.00-15.15 – Coffee break

15.15-16.00 – Process Powered Growth – Mulenga Agley, Founder @ Growthcurve

16.00-17.00 – Fireside: The Innocent Story – Richard Reed, Co-founder @ Innocent & JamJar Investments

17.00-17.45 – Retention Workshop – Malcolm Bell, Co-founder @ Zaggora & EIR @ Seedcamp

17.45-18.00 – Closing Remarks

18.00-20.00 – Join us for drinks at WeWork, Finsbury Pavement


Thanks to Orrick and WeWork for supporting!