G: Alejandra, I’m so excited to have you on Grounded Insights. You lead at the intersection of beauty, growth, and e-commerce—which is rare. I want to kick it off with this: how do you instill a growth mindset on your team at RMS?

A: I can’t take full credit—one of the first founders I worked with really instilled in me this obsession with figuring out how to make something work. Now, I try to bring that energy to my team by stripping everything back to what really matters: do you want to buy the product, yes or no? Every Monday, we have a two-and-a-half hour team meeting where I ask, “What did you buy this weekend? Why?” It’s always about the why, why, why. I’ve always been a “why” kid. My parents used to tell me, if you’re going to ask why, then remember the answers and know what to do with them. But it’s easy to get lost in too many whys unless you’re clear on what you’re trying to uncover. Beauty does move fast. That’s what makes it fun. But once you have the answer, if you sit on it too long, a new why is already emerging. You have to act fast. Ecom and beauty have this peculiar pace that makes it exciting—but it also means you have to keep up every day.

G: What trends are standing out to you lately? In tech, brand-building, or otherwise?

A: Definitely AI, and not just as a buzzword. It’s no longer about sounding innovative or tech-forward. It’s about utility and personalization that actually makes a difference. At RMS, we’re using AI to make every experience feel more tailored to the individual. Tools like Ground help us do that. You’re not just powering our lifecycle marketing, you’re helping us test things like landing pages, shipping thresholds, and price sensitivity. You’ve helped us get sharper about conversion, and more importantly, understand why one person converts and another doesn’t.

What I love is that AI isn’t just living in executive conversations anymore. It’s part of how the entire team thinks. Everyone is now asking, how do we use this to get better? That shift from concept to application is huge.

Another trend I’m seeing, and it ties directly to this, is the move from performance marketing to performance storytelling. It’s no longer enough to just throw up a static ad and say 25% off. That doesn’t cut it anymore. Everyone has a lip oil. Everyone has a vitamin C serum. So what makes someone choose yours? It’s the story you’re telling and how you’re telling it. It’s how you show up in every touchpoint. The brands that win are the ones that connect emotionally, not just transactionally.

G: You’ve been one of the earliest adopters of AI in the beauty space. What made you lean into a partnership with Ground, and what have you seen?

A: Ground was actually our first AI partner, and from the beginning, you felt like an extension of our internal team. We were already doing everything right—our numbers were green, benchmarks were being hit—but I kept asking myself, if it’s green, how can it be greener? I knew something was missing. Every visitor was seeing the same signup experience, whether they were new, returning, or already a customer. That didn’t feel right.

What’s been so powerful about working with Ground is the co-creation. Sometimes we come to you with questions you don’t have an answer to yet, and that’s okay. Because you work with us to figure it out. You’ve pushed your own tech to meet the needs of our business, and I love that. It’s not just about plugging in a tool. It’s about building what’s next, together.

With Ground, I think what’s been fascinating is you have your three products that you offer, which are fantastic. I encourage every brand to at least try it and you can see the results that you are going to get and then you can make your decision. Outside of those three products, what I find fascinating with Ground is that you guys have really been partners and felt like an extension of our internal team.

G: How do you balance short-term growth with long-term brand integrity?

A: I have to shout out Elaine Sack, our Chief Strategic Officer and co-founder. While I’m focused on performance and hitting short-term goals, she’s thinking about where the brand will be in five years. That partnership has been key. You can easily get caught up in the day-to-day wins—campaigns that convert, promotions that spike—but if you’re not zooming out, you risk compromising the bigger picture. Having someone in the room who’s always holding that long-term vision lets me go deep on growth without losing the brand.

G: You’ve led some serious growth at RMS. How do you stay grounded through it all?

A: I focus more on the misses than the wins. That’s where the learning is. Wins can make you complacent, but mistakes keep you curious. I also have this habit of making lists every few days—what’s on my plate, what’s working, what’s not—and I share those out with our team and partners. You’ve probably gotten a few. It’s my way of staying close to the work, staying honest, and just resetting when everything feels chaotic.

And something I remind myself of often is, not everything that’s moving is progress. Just because you’re busy doesn’t mean you’re productive. That mindset helps me pause, evaluate, and move forward with intention.

G: What’s a piece of advice that’s stuck with you?

A: “Just keep swimming.” I know it’s from a Disney movie, but it’s stayed with me my whole life. When things feel overwhelming, I always ask myself, am I drowning in a kiddie pool? Because if I am, I can just stand up. That perspective keeps me from spiraling. Also, stay humble. Humility is where real learning happens. You’re not always going to be the smartest in the room, and that’s a good thing.