The New Consumer Marketing Playbook: Brand, PR, and Community with Dianna Cohen of Crown Affair (+ FOM Q&A)
What actually drives growth for consumer brands today isn’t just performance marketing, it’s brand, storytelling, and the ability to build real connections.
During the first 45-minutes of this session, enjoy a conversation with Dianna Cohen, Founder & CEO of Crown Affair, one of the fastest-growing prestige haircare brands redefining how modern brands show up and scale. Since launching in 2020, Crown Affair has built a loyal, highly engaged community and expanded into top-tier retailers like Sephora, Goop, and Violet Grey, all while maintaining a distinct point of view and brand identity.
In this session, we’ll break down how Dianna has approached marketing from day one. not as a set of channels, but as a cohesive system rooted in brand, PR, and community.
In this session, you’ll learn:
What’s actually working in consumer marketing right now, and what’s losing effectiveness
How to build a brand that drives demand without over-relying on paid ads
How to think about PR, editorial, and storytelling as core growth levers
What it takes to build a loyal community (not just a customer base)
How to maintain brand integrity while scaling across retail and channels
Whether you’re early in building your brand or looking to refine your marketing strategy, this conversation will leave you with a clearer, more intentional approach to growth.
AFTER THE INTERVIEW, STICK AROUND FOR A 15-MINUTE AMA ON FOUNDERS OPERATING MANUAL
If you’ve been considering the Founders Operating Manual (FOM) and want a clearer understanding of whether it’s the right fit for your business, join us for a 15-minute live Q&A conversation with Female Founder Collective leadership.
In this LinkedIn Live, Female Founder Collective's CEO Alison Wyatt and Head of Programming & Events Avary Bradford will walk through the structure, intent, and outcomes of FOM... answering the most common questions founders ask before committing to a program like this.
This is a candid, behind-the-scenes conversation about how FOM was built, who it’s designed to support, and how to evaluate whether it aligns with your current stage as a consumer founder.
What We’ll Cover:
Who FOM is designed for (and who it’s not)
The format and flow of the four live sessions
The caliber of session leaders and why they were selected
The practical tools and deliverables founders walk away with
How FOM fits into the broader Female Founder Collective and The 10th House ecosystem
How to decide if FOM is the right next step for your brand
Don't forget to submit your questions when you RSVP!
MORE ABOUT DIANNA
Dianna Cohen is the Founder of Crown Affair, a haircare brand rooted in clean, effective formulas, hand-crafted tools, and a ritual-based approach to daily care. Since its launch in 2020, Crown Affair has become one of the fastest-growing prestige haircare brands, available at Sephora, Goop, Violet Grey, Moda Operandi, Mecca, and other leading retailers.
The brand has cultivated a loyal community around its award-winning products and the belief that caring for your hair is a deeply personal and empowering practice. Crown Affair has earned industry recognition, including WWD Innovator of the Year.
Before founding Crown Affair, Dianna launched Levitate, a brand marketing agency where she led creative and strategic initiatives for companies including Harry’s, Outdoor Voices, Buck Mason, and more. For her work with Levitate, she was recognized as a Forbes 30 Under 30 honoree. Earlier in her career, Dianna was an early team member at Into The Gloss and Away, helping shape both brands in their formative years.