The Startup Hustle, Influencer Marketing Myths, and Building Brands That Last
This week on Above the Fold, I had the pleasure of sitting down with Kenzie McAndrew, a powerhouse marketer who knows what it takes to build something meaningful from the ground up. Kenzie wears many hats—she’s the Director of Marketing for Akira Coffee and Top of the Mornin’ (a coffee brand launched by YouTuber Jacksepticeye). What makes her story even more compelling is how she splits her time between two brands while keeping both authentic and engaging.
Kenzie’s career started in graphic design, where her knack for visual storytelling laid the groundwork for the work she does today. From rebranding a candle company as a college student to joining Akira Coffee when it was still just a small team, she’s seen firsthand what it takes to grow a brand with limited resources. Now, she balances the creative and strategic aspects of marketing for two growing businesses, seamlessly blending practicality with a passion for great products.
In this episode, we get into the good stuff:
The realities of startup life and building teams that last.
Why authenticity in marketing isn’t optional anymore.
What most people get wrong about influencer-driven brands.
Kenzie shares valuable insights about the grit required to make bold marketing decisions and how staying customer-focused can drive success—whether you’re selling great coffee or a memorable brand experience.
The Startup Hustle – Building and Balancing Two Brands
Kenzie McAndrew has a unique setup—she’s working with two very different brands at the same time. At Akira Coffee, she’s all about growing a bootstrapped brand with a focus on quality and sustainability.
On the flip side, her work with Top of the Mornin’ is all about tapping into a massive, engaged audience and keeping things fresh and exciting.
Balancing both brands means switching gears constantly. With Akira, it’s about the small, scrappy team dynamics of a startup. Kenzie even shared a story about one of their first big partnerships with FabFitFun—where the team had to assemble thousands of reed diffusers by hand during the pandemic.
At Top of the Mornin’, her focus shifts to connecting with the creator’s fan base while maintaining a strong, unique brand identity.
What stands out about Kenzie’s approach is how hands-on she’s been from the start. Being involved in everything from product development to marketing campaigns has given her a better sense of what customers actually care about.
It’s also shaped how she thinks about marketing—how to connect with people on a deeper level while staying practical about what’s possible.
For Kenzie, working at this level isn’t about juggling tasks; it’s about understanding the brands inside and out so she can create experiences that resonate. It’s a good reminder that no matter how big or small the brand, staying close to the details can make all the difference.
The Truth About Influencer Marketing
Working with creator-led brands like Top of the Mornin’ brings some undeniable advantages. Having a built-in audience means you’re already starting with people who trust the creator and are invested in what they do.
That kind of connection creates a strong top-of-funnel—it’s much easier to introduce a product when there’s already excitement and familiarity around it.
It’s also a chance to tell a story in a way that feels relatable. With Top of the Mornin’, Jack’s humor, authenticity, and genuine care for his audience have been baked right into the brand. Customers see it as an extension of him, which helps build loyalty in a way most traditional brands can’t match.
But Kenzie pointed out that influencer marketing comes with its own challenges, too.
Expectations are sky-high. People assume a creator-backed brand will put out top-tier campaigns, high-quality products, and consistent content, all while staying true to the creator’s personality.
The margin for error is slim, and that’s a lot of pressure to balance on a regular basis.
Another thing people often get wrong is thinking this kind of marketing is “easy.” Sure, having a huge audience helps get eyes on the brand, but retaining those customers is where the real work comes in.
Kenzie explained how Top of the Mornin’ focuses on quality and staying connected with the community—listening to feedback, offering products that feel like they’re part of the creator’s world, and never cutting corners on experience or storytelling.
At the end of the day, marketing through creators is all about maintaining authenticity. A big audience might draw people in, but only thoughtful, customer-first decisions will keep them coming back. It’s about earning trust, not just attention.
Creating Memorable Customer Experiences
At Top of the Mornin’, the little things really add up when it comes to creating a customer experience that sticks. From the moment someone opens a bundle box, it’s clear that a lot of thought has gone into every detail.
Everything—from the branded tape to the custom tissue paper—feels intentional. It’s not just packaging; it’s a whole unboxing moment that makes customers feel like they’re part of something special.
What stands out most is how Top of the Mornin’ connects with people on a personal level. One example Kenzie shared is their opt-out options for Mother’s and Father’s Day campaigns.
It’s a simple gesture that recognizes those holidays aren’t easy for everyone. Giving customers the chance to skip those emails shows real empathy, and it’s the kind of thing that keeps people feeling good about the brand.
Design also plays a huge role in how people experience a product. You can have the best product in the world, but if it’s wrapped in boring or poorly thought-out packaging, it’s a missed opportunity.
With Top of the Mornin’, everything feels intentional and fun. The bundle boxes, in particular, don’t just deliver coffee—they deliver an experience.
All of these thoughtful choices add up to more than just sales. They create trust and excitement, turning one-time customers into loyal fans who actually look forward to engaging with the brand.
Why Authenticity Wins
Kenzie puts authenticity at the center of her work, and it’s easy to see why that approach works. From social media posts to email campaigns, every customer touchpoint reflects the personality of the brands she works on.
Whether it’s sharing honest updates, having a little fun with product descriptions, or responding to customers directly, her focus is always on creating a connection that feels real.
That personal connection doesn’t mean doing everything manually, though. Kenzie is realistic about how far her team’s time and energy can go. She knows automation can be a powerful tool—especially for handling common customer questions or feedback.
But there’s a clear line between using automation to streamline processes and overusing it in ways that might feel robotic or detached. Knowing when to lean on technology and when to engage personally is where the magic happens.
She shared a great example of listening to customer feedback. A while back, Top of the Mornin’ released a coffee bean-shaped soap as an April Fools’ product.
What started as a joke ended up blowing up with their customers. To this day, people are still asking for it to come back.
While it might not be the main focus for the brand, it’s a reminder of how much customers value feeling heard—and how their enthusiasm can shape future products or campaigns.
This level of attention to what customers care about keeps them coming back. When people feel like a brand gets them and cares about what they have to say, it turns one-off purchases into lasting loyalty.
Kenzie’s approach shows how small, thoughtful interactions can build a stronger connection and create long-term advocates for the brand.
Exploring Marketing Strategies Beyond Digital
Kenzie and I talked about an interesting shift in marketing—bringing old-school methods like print and postcards back into the mix.
At Top of the Mornin’, her team tested sending postcards to re-engage customers who were already in their email funnel. The postcards encouraged people to complete surveys for feedback on their products and rewarded them with discounts. It was a great way to get insights and give customers a little nudge back to the brand.
We also touched on when traditional strategies like billboards make sense. For example, a hydration brand targeting Coachella Valley with ads along the route to the festival is a perfect fit because it puts the message exactly where the audience needs it.
On the flip side, a chocolate bar on a random highway might not have the same impact. Context really matters.
What stands out about these methods is how they can create touchpoints that digital marketing can’t always achieve.
While emails get lost in crowded inboxes, a physical postcard grabs attention in a different way. Pair that with strong digital campaigns, and you’ve got a well-rounded strategy.
It’s not about picking one over the other but about finding the mix that works for your audience and goals.
Adding print or out-of-home efforts like this might not fit every brand, but when done thoughtfully, it can complement your digital efforts and reinforce your message in a way that feels personal and intentional.
The Psychology of Great Branding
Good branding is about more than looking pretty—it’s about knowing your audience. Kenzie McAndrew gets this. Whether it’s a logo, packaging, or the tone of an email, every decision she makes ties back to how the customer will feel when they see, hold, or use the product.
At Top of the Mornin’, that means bringing energy and fun to everything from the website design to the unboxing experience.
The brand’s bundle boxes don’t just hold coffee; they’re designed to make people smile the moment they open them, complete with branded tape, tissue paper, and messages like, “You’re the barista now.”
Kenzie also shared how important it is to create content that people actually want to share. For her, it’s not about overthinking the perfect post; it’s about tapping into what excites the audience.
Whether it’s reposting someone’s unboxing video on social or running fun seasonal campaigns, the key is to keep things personal and relatable.
At its core, branding is about making connections. When the design, tone, and experience all feel true to what the brand stands for, that connection happens naturally. It’s not about being flashy; it’s about being real—and Kenzie knows how to make it stick.
My Takeaways From This Episode:
Chatting with Kenzie was a reminder of how much grit goes into building brands that really connect with people.
From her early days of bootstrapping Akira Coffee to her work with a creator-led brand like Top of the Mornin’, Kenzie shared what it’s like to stay hands-on while thinking strategically about the bigger picture.
We covered a lot—startup life, why influencer-driven marketing isn’t always what it seems, and how staying authentic at every step keeps customers coming back.
One of the biggest takeaways? Great marketing and CX aren’t about throwing out big ideas just to get noticed; it’s about listening, being intentional, and creating experiences people genuinely want to be part of.
There’s plenty more insight from Kenzie in the full episode, and if you’re into brand-building or customer experience, it’s worth a listen.
🎧 Listen to the full conversation with Kenzie McAndrew here and learn what it takes to build authentic brands while keeping your audience and growth goals in balance.
