Orchid Bertelsen
@OrchidBertelsen
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COO @CommnThreadCo | Ex @Nestle @dentsu_mb | Strategy, marketing, ecomm | Advisor @fromgovalo @Stardayfoods | Board @ladderorg
Detroit, MI
Joined June 2009
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Pinned Tweet
When they said “fake it ‘til you make it” they meant confidence, not expertise.
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Large funding rounds are cool and all but have you tried having a profitable business?
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Years ago Basecamp ran a promoted tweet that said “Slack is a day long meeting with no agenda”.
I think about that every day
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The chokehold this bag has on women in the suburbs is WILD
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I'm either going to respond to your email in 3 seconds or 3 weeks.
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There's a difference between "having time" and "having energy".
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I was making some pretty tough career decisions in December and one of my mentors told me, "women don't tell this to each other enough, but you should be brave".
I think about that almost every day. Whoever needs it right now, be brave. You can do it.
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I need this to be a whole ass song and I know it’s been shared but I’ve watched it at least 50x
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Been a bit MIA lately but that’s bc I was busy bringing this guy to the world last week! Baby boy Bertelsen is doing great ❤️
And if I owe you a response, it’s coming!
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Today my daughter was reunited with her best friend after being apart for a year. It was a really good day 🥺
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Some personal news:
After 6 amazing years at Nestlé, Friday was my last day.
I’ve had the opportunity to work w/ amazing folks and learned more than I could have ever imagined. And I’m so extremely grateful for the experience.
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Have you hugged your insecure overachiever today?
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I don't have an MBA and I feel pretty good about it.
My husband has one and I feel good about that too. The point is that whether or not you have one, it doesn't define who you are or what you're capable of.
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Personal news: I’m moving from SF ➡️ Detroit in June.
SF has been so good to us but we’re at the stage where we want to be closer to family. I also couldn’t be more excited about the entrepreneurial spirit in the Motor City!
Some local projects I’m excited about:
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Really interesting that they got to interview him and hear his motivations. You know who you can't hear from? The eight people that he killed.
"Yesterday was a really bad day for him and this is what he did" -- a law enforcement official explains Robert Aaron Long's decision to kill 8 people in a strange manner
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And just like that, yesterday was my first day as COO of
@CommnThreadCo
!
I've been thinking about meaning, purpose and values, and how to help entrepreneurs for the longest time, but didn't know where to start given my history of "future-proofing the enterprise"...🧵
Some personal news:
After 6 amazing years at Nestlé, Friday was my last day.
I’ve had the opportunity to work w/ amazing folks and learned more than I could have ever imagined. And I’m so extremely grateful for the experience.
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Homeschooling schedule:
- Frozen
- Frozen 2
- LEGO Frozen
- A Frozen Christmas
- Frozen Fever
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For a lot of folks, paid search is the last place to look for incremental growth. But, the proof is in the pudding. Over the last 6 months, led by
@tonychoPPC
, our team has managed +$715M in Google revenue!
Here are 10 tips 🧵 from our fearless leader of paid search,
@tonychoPPC
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Hey women friends do you have any recommendations for face lotion bc I’ve having issues with dry skin and then I also have rosacea.
Ok the men are gone so we’re taking back the word “ambition” yes? We organize at midnight.
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Tell me you’re in CPG without telling me you’re in CPG.
I’ll go first: here’s my camera roll
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In personal news, I’ve mortgaged my house to buy this avocado toast
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Me: it’s important to take PTO even if you’re not going anywhere. Self care is important and get away from email!
Also me: I’m technically on PTO but I can work on it and get it back to you quickly. Happy to do it!!!!!!!! 🥴
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Great Resignation Tip:
Anytime someone leaves and you re-evaluate that role to discover that it's actually two separate roles with two backfills, you have bigger problems than just recruiting.
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Just picked up this
@sad_girls_bar
because I want her jacket, but also, if you want to support a woman-founded NFT under .2 ETH then I highly recommend.
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um, oh yeah so I guess I got promoted to Head of Digital Strategy & Innovation and expanded my team to include owned properties and CRM so uh, that was cool
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I just cracked up at the trailer for M Night Shymalan’s new horror movie bc there’s nothing more terrifying in American culture than getting old.
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Ecomm things that grind my ⚙️:
1. Swipe up doesn’t open PDP
2.Featured item sold out
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My husband is making my 3yo do burpees and jump squats to burn energy before bedtime 🤦🏻♀️ 😂
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A couple of thoughts on the Linda Yaccarino debacle, as I watched it live at Code.
1. She reads as a COO: when you don't own the product or the vision of the company and am focused on running the org profitably, you are not a CEO
2. She will be an example for every company that
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Why you have to set aside time for strategic thinking and why it’s so hard:
You’re so busy working *in* the business that you have no time to work *on* the business
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Me day 1 back Me day 10 back
at an agency at an agency
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I'm so excited to introduce everyone to Ruth, our
@NestleTollHouse
Cookie Coach. She's our digital human who can help you bake the perfect 🍪. You can speak to her or chat w/ her.
A couple of things about Ruth 🧵
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Twitter is the new LinkedIn imo
It amazes me that no one has tried to make a new LinkedIn
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PSA: No one is entitled to your time or attention
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TFW your husband goes on a two hour long excursion to Japantown and decides to homakse it up tonight
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I’m going to get more notes like this until she moves out, right?
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Me: I’m an independent woman who will build my own generational wealth.
Also me:
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Fixing the back of the deck while your teammate is presenting the front
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Two things stand out:
1. Power of the Portfolio
2. Illusion of Choice
A couple of thoughts from 10 years in CPG 👇🏼
The whole grocery store is basically owned by ~10 companies
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I’m taking three weeks off for myself and to be joyful, but after that will be embarking on a new adventure that gets me closer to early stage companies, founders, and DTC.
Come October I’ll share more but I couldn’t be more excited.
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Happy New Year! Please enjoy my Taiwanese wedding photo shoot where the photographer said I was too tan “like a farmer”
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What’s your single best tip to grow an ecommerce business?
The
@CommnThreadCo
team asked +20 of our favorite leaders that one question. I hope the answers inspire & challenge you as much as they did me 🧵
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Off to Disneyland for this soon-to-be Kindergartener!
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SF library lets you “check out” passes to local museums, the zoo, exploratorium which saves so much money when it costs ~$100 in entrance fees for a family of 3.
cc
@mvddm
My husband just learned libraries aren’t just books and it’s blowing his mind. What are your favorite library services that people may not know about?
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This cafe has my business for life bc the barista thought I was 22.
I turn 41 in July and I don’t care if they were lying 💁🏻♀️
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Show me a picture on your phone that has your energy, no selfies
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Absolutely no one:
Me: my money don’t jiggle jiggle, it folds
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I’m going to manifest this into the universe but if I ever have $10MM+ to spend on a house, this is it
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Going through burnout meant that I wasn’t the mom I wanted to be.
Finding myself and my purpose means that I can truly enjoy more moments like this ❤️
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If anyone ever wants to talk negotiation strategy or tactics, hit me up in my DMs. Can also talk career pathing.
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Welcome to San Francisco 🥳
For east coast transplants the four seasons are wind, fog, fire, and gloating
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A huge thank you to those who helped me on this journey. I couldn’t have done it without the friendships of
@KatColeATL
@rhiankatie
@ehwong55
@web
@michaelmiraflor
@Bosefina
LFG 🚀
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I feel this so deep in my soul and the tension is wanting to build generational wealth and growing up thinking hobbies are frivolous waste of time.
Working on this to enjoy things bc they’re fun or bring me joy.
Normalize not monetizing every single thing in your life.
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I don't get super personal on here, but I've been in the throws of the IVF process as we want to expand our family. It turns out that A LOT of my friends have gone or are going through this too and having that support system has made all the difference in the world.
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Career talk: What are you optimizing for? (ie pay, title, scope)
I've decided that I'm optimizing for agency. I want to be the master of my own destiny and choose how to spend my time.
You?
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I love my child but she literally doesn’t stop talking ever
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Quick vent:
Strategy is a creative endeavor. It needs inspiration and time to create a story & a battle plan. It needs enough feedback to feed it, to stretch it, but not so much as to stifle it.
Pls give your strategists time, space, & enough feedback to keep on track.
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Customer service folks will make or break a business
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I wrote a thing I'm pretty proud of for
@Adweek
as part of their "Voices of Tomorrow: Creating a More Equitable Working World for Women in Advertising".
Would love to hear your thoughts! P.S. this is the op-ed I live-tweeted last week 😬
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You can take me out of food & bev but my camera roll still looks like this
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Every time we see the California coast we say “it never gets old” and it really doesn’t.
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I've decided I need a hobby. Apparently pressure testing peoples' business ideas is not *actually* a hobby (I still disagree).
Taking suggestions below👇& pls consider my ADHD bc once I've accomplished a goal, I lose interest in it immediately.
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A lot of people want to own a company, few want to run one
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CEOs will literally respond to your detailed message with "Great." or "Great!".
@TaylorHoliday
👀
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If I ever leave SF, I’m not writing a damn medium article about it.
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Will be interesting to see which peacetime CEOs are cut out for wartime
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Halo Top is up there too
Been thinking about the Athletic Greens glow up a lot recently
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My 3.5yo just asked if a hot dog was a sandwich...
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I'm experiencing burnout again...but this time from life.
Between caring for young kids (<6), managing an aging parent, closing the chapter on a parent who just passed, running the household and trying to be a present spouse, I'm run pretty ragged.
Work is really great and I
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It is the year 2021. If you don’t have Apple Pay, PayPal, Shop pay or even Amazon pay, I’m abandoning cart and *might* remember to come back.
I’m sorry but I don’t even know where my wallet is off the top of my head 🤷🏻♀️
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