From foodie to beauty. Carla Dunham (she / her) is the Chief Marketing Officer at Foxtrot, a grocery store / app revolutionizing the way customers shop for food, drinks, and everyday essentials. The brand recently ventured into the self-care space with 2 new beauty lines: Best Bubs, created for the fun-loving tastes of Gen Z, and Made by Definition, which appeals to the sophisticated tastes of Millenials.

Here, the New England native shares why Foxtrot expanded its horizons, what her go-to products are for unwinding, and how discomfort leads to growth.

What does a day as CMO of Foxtrot look like?
Because we’re so focused on reinventing the convenience store format—and the future of American food in general—my days are super eclectic. My responsibilities could be anything, including testing our new spring menu, reviewing our holiday strategy, or connecting with an editor for an upcoming publication.

Why did Foxtrot expand from the grocery market to the beauty market?
We’ve always carried self-care elements like luxury candles, indulgent creams, and bath products. But the reason we started creating it ourselves is that we’re fundamentally all about convenience. In your day-to-day life, you’re always looking for ways to take care of yourself, like indulging in a great bottle of wine while taking a luxurious bath. A self-care line felt very natural because of that, so that’s why we launched Best Bubs and Made by Definition.

Do you use a lot of the products in your own self-care routine?
Yes! If we don’t love it ourselves, we don’t carry it. This past week, we were getting ready to launch a new slate of snacks, and we only chose about 10 products out of the 100 that were in our kitchen. To us, it’s not about putting something on the shelves just to say we checked a box. Our customers come to us because they trust us and know we’re passionate about the things we carry.

So what are some of your favorite products right now?
I love Made by Definition’s Rose Bath Salts. Not only are they so pretty but they feel absolutely delightful. And I’m a huge lavender person, so the Best Bubs Moontime Bath Bomb is my favorite. The scent really helps you relax and unwind. I especially lean into that one when I’ve overdone it on my Peloton [laughing].

You’ve also worked at companies like Kate Spade, Amazon, Saks, and Target. What advice would you give young women who are looking to climb the corporate ladder?
The first thing is to make sure you’re developing a perspective that’s unique to you, so not just doing the work, but thinking about the why behind your work. Beyond that, I always encourage people to get comfortable being uncomfortable, because that’s when you have periods of great growth and are able to move into the next role.