What Is a Faire Brand Success Manager?
A Faire Brand Success Manager (BSM) is a dedicated growth partner assigned to brands that demonstrate potential for significant scale on the platform. They're not customer support—they're strategic advisors who help you optimize your Faire presence, access internal insights, and accelerate growth through personalized guidance.
BSMs work from Faire's regional offices and cover specific markets. If you're assigned one, you've crossed a threshold that Faire considers worth investing in. The relationship works both ways: Faire wants you to drive retailer growth (their top priority), and in return, your BSM provides resources most sellers never access.
Who Qualifies for a Brand Success Manager
Faire doesn't publish exact qualification criteria, but patterns emerge from sellers who've been assigned BSMs:
Sales velocity matters most. Brands consistently hitting monthly sales targets—particularly those bringing new retailers onto the platform through Faire Direct—get noticed. If you're generating 5x marketplace sales for every Faire Direct customer you bring in (a common multiplier), you're demonstrating value to Faire's core business model.
Active platform engagement signals commitment. Sellers who regularly update listings, respond quickly to messages, send promotional emails, and participate in seasonal markets show they're serious. Faire's algorithm tracks this activity across 200-300 factors. Passive sellers who list products and disappear don't make the cut.
Growth trajectory trumps current size. A brand doing $10K monthly but growing 20% month-over-month is more interesting than a stagnant $50K monthly business. BSMs focus on brands with momentum, not just volume.
Review quality and quantity matter. High conversion rates and positive retailer reviews demonstrate you're solving real problems for stores. If retailers consistently reorder (median 61 days, average 120 days across successful brands), that signals partnership potential.
Geographic considerations exist. Brands in markets where Faire is actively expanding may get BSM access earlier. The UK market, for example, has dedicated BSM teams because Faire is building retailer density there.
You won't get a notification saying "you now qualify." BSMs reach out when they identify potential. Some brands work with Faire for months before assignment; others connect within weeks of launching if they show explosive early traction.
What Brand Success Managers Actually Do
Forget generic platform tutorials. BSMs provide strategic guidance specific to your business:
Strategic brainstorming sessions. These aren't check-the-box calls. Successful brands schedule 60-minute working sessions using tools like Figma to map out growth strategies. You bring ideas, your BSM brings platform insights and examples from other brands (anonymized). Topics range from niche identification to product launch timing to promotional strategies.
Platform optimization advice. BSMs understand how Faire's search algorithm works—what drives visibility, how reviews impact ranking, why certain listing elements matter. They'll audit your shop and provide specific recommendations: "Your product photography needs zoomed-in detail shots," not generic advice like "improve your images."
Access to promotional opportunities. Want to participate in the £300 retailer incentive program? Need to understand how abandoned cart emails work? BSMs coordinate access to platform features and explain how to maximize them. When Faire runs seasonal markets (Summer Market, Winter Market), your BSM helps you prepare weeks in advance.
Retailer growth strategies. Since Faire prioritizes retailer acquisition, BSMs excel at helping you bring new stores onto the platform. They've seen what works: targeted Facebook group outreach, strategic partnerships with professional organizations, sample distribution tactics. They'll suggest approaches you haven't considered.
Performance insights you can't access alone. BSMs see aggregate data across thousands of brands. They know typical conversion rates, reorder frequencies, and seasonal patterns. When you're wondering if your 3% conversion rate is good, they'll tell you where you stand and what top performers do differently.
Problem-solving and troubleshooting. Platform glitches happen. Retailer exclusivity requests fail for mysterious reasons. BSMs can investigate backend issues and escalate problems to engineering teams. They're not support—they're your internal advocate.
How to Prepare for BSM Brainstorming Sessions
These sessions are gold if you prepare properly. Here's how to maximize them:
Identify your growth blockers beforehand. Don't show up saying "I want more sales." Come with specific challenges: "I'm converting retailers at 2% but want to hit 4%" or "My average order value is $250 but I want retailers spending $500+." BSMs can't read minds—give them problems to solve.
Bring data to the conversation. Know your key metrics: conversion rate, average order value, reorder frequency, top-selling products, seasonal patterns. If you've tested strategies, share results. "I tried telemarketing and converted one sale after a month" is useful information. "I feel like things aren't working" isn't.
Map out your customer segments. Which types of retailers buy from you? Which ones reorder consistently? Where are the gaps? One sock brand discovered podiatrists were their highest-value niche—300 retailers spending multiples of average customers. Identifying that pattern unlocked targeted growth strategies.
Research your competitors on Faire. What are similar brands doing? How do their listings compare to yours? Where do they rank in search results? BSMs can't audit competitors for you, but they can explain why certain approaches work.
Prepare specific questions. "How can I improve?" is too broad. "Should I offer an always-on promotion or focus on seasonal discounts?" is actionable. "How do I convert retailers who signed up for Faire Direct credit but haven't ordered?" is even better.
Use collaborative tools. Figma, Miro, or shared Google Docs turn calls into working sessions. You can whiteboard ideas, create action plans, and leave with documented next steps. One brand used Figma to map out email sequences, niche marketing plans, and product launch timelines—all in one session.
Schedule sessions at strategic moments. Before major seasons (Q4 Christmas rush, Summer Market), when launching new products, or when you've hit a growth plateau. Don't wait for your BSM to suggest meetings—proactively request them when you need strategic input.
Platform Insights BSMs Provide
BSMs have information you simply can't access through the seller dashboard:
Algorithm ranking factors. Faire uses AI and large language models to personalize search results for retailers. BSMs understand what signals matter: product title optimization, description keywords, image quality, review quantity and recency, retailer engagement history, conversion rates. They won't give you the exact formula (it's proprietary and constantly evolving), but they'll tell you what levers to pull.
Competitive positioning insights. Where do you rank in your category? Are you winning "bamboo socks" but losing "novelty socks"? BSMs can see category-level performance and help you understand your competitive position. One brand focused on dominating specific niches before expanding: "We won bamboo socks, then animal socks, now we're trying to win socks broadly."
Retailer behavior patterns. How often do retailers reorder in your category? What's a strong repeat purchase rate? When do stores typically place Christmas orders? BSMs track these patterns across thousands of transactions and can benchmark your performance.
Promotional effectiveness data. Which discount structures drive the most sales? Do tiered promotions (free shipping, 10% off, 20% off) increase order values? BSMs see what works across Faire's entire seller base and can recommend proven strategies.
Market expansion opportunities. When Faire launches in new countries (recently announced 20+ markets), BSMs inform brands first. If you qualify for customer exclusivity programs, they'll explain requirements and benefits. Early access to new features? Your BSM is your connection.
Technical feature guidance. Pre-order functionality, bulk editing tools, custom product arrangements, review request links—Faire adds features constantly. BSMs explain how to use them strategically, not just how to click buttons.
BSM vs General Faire Support: Key Differences
Understand what BSMs are not:
BSMs don't handle operational issues. Shipping problems, payment questions, account access—that's standard support. BSMs focus on strategic growth, not troubleshooting.
They're not order-takers. You won't message your BSM saying "I want to run a promotion" and get a reply with instructions. They'll ask why, suggest alternatives, and help you think through strategy.
They don't make decisions for you. BSMs provide data and recommendations. You decide whether to implement a tiered discount structure or focus on sample distribution. They're advisors, not managers.
Availability is limited. BSMs work with multiple brands. You won't get daily check-ins. Most successful brands schedule monthly or quarterly strategic sessions, then execute independently between meetings.
They can't override policies. Want a retailer approved for exclusivity who doesn't qualify? Your BSM can't force it. Faire vets retailers for credit history, order cancellation rates, and account behavior. BSMs work within those constraints.
General support answers "how do I do this?" BSMs answer "what should I be doing to grow faster?"
Maximizing ROI From Your BSM Relationship
The brands that grow fastest on Faire treat their BSM as a strategic partner:
Schedule regular check-ins. Don't wait until you have problems. Monthly 30-minute calls keep your BSM informed about your business and position you for help when you need it. Quarterly deep-dive sessions work for bigger strategic planning.
Implement recommendations quickly. BSMs notice which brands execute. If they suggest optimizing product photos and you do it within a week, they'll prioritize helping you next time. Brands that nod along but never act get less attention.
Share results and learnings. Tried a Facebook group marketing strategy your BSM suggested? Tell them what happened. Converted 300 retailers through a professional association email? That data helps them advise other brands—and positions you as a partner worth investing in.
Bring creative ideas to discuss. BSMs see lots of strategies, but they don't know your specific business intimately. Maybe you've identified a unique niche opportunity or have a creative promotional concept. Use BSM calls to pressure-test ideas, not just receive instructions.
Ask for introductions and connections. Does your BSM work with brands in complementary categories? Could you partner on bundled offerings? Are there retailers they know who'd be perfect for your products? BSMs have networks—leverage them.
Provide platform feedback. Faire improves based on seller input. If you've identified a feature gap or workflow problem, tell your BSM. The head of sales literally schedules calls with brands to gather feedback. Your insights matter.
View the relationship as partnership, not service. You're helping Faire grow their retailer network. They're helping you scale faster. The brands that treat BSMs as collaborative partners get more value than those expecting to be served.
How BSMs Help With Seasonal Markets
Faire's Summer Market and Winter Market are massive sales opportunities. BSMs play a crucial role:
Early preparation guidance. BSMs reach out months before markets to help you plan. They'll review your product assortment, suggest new launches to time with the event, and recommend promotional strategies.
Market-specific optimization. Should you run a 5% discount during the market? (Usually yes—it's expected.) What about additional tier discounts for larger orders? BSMs help structure offers that maximize both immediate sales and long-term retailer relationships.
Pre-order strategy development. Markets drive significant volume. BSMs help you set up pre-order dates strategically—typically one batch immediately post-market, another before Q4 for Christmas stock. Batching orders into 1-2 dates simplifies operations while maintaining urgency.
Follow-up campaign planning. The market ends, but the opportunity doesn't. BSMs recommend follow-up sequences: thanking new customers, encouraging reviews, reminding about expiring credits. These post-market touches drive repeat purchases.
Performance benchmarking. After the market, BSMs can tell you how you performed relative to other brands in your category. Did you capture share? Where did you leave opportunity? This feedback shapes your next market strategy.
Sample Distribution Strategy With BSM Input
One of the most effective tactics BSMs recommend: strategic sample sending to convert hesitant retailers.
Here's the framework successful brands use:
Identify qualified targets. Filter for retailers who have Faire Direct credit sitting unused, expressed interest but haven't ordered, or abandoned carts. Don't send samples blindly—target warm leads showing buying signals.
Research recipient details. Find their physical address (often public for brick-and-mortar stores). Understand their business—are they a gift shop, specialty retailer, or service business adding products?
Create co-branded packaging. Include a postcard with both your brand and Faire's logo. Add a personal note explaining the credit available to them. Put a face to your brand—photos of the founder work surprisingly well for building trust.
Send your best-sellers in sample sizes. Don't send your full product. A single pair of socks, a small version of your product, or a representative sample that showcases quality without significant cost.
Follow up personally. After they receive the sample, email directly (not just through Faire messaging). Reference the sample: "Hope you received the [product] we sent. I'd love to hear your thoughts." This personal touch converts at much higher rates than automated campaigns.
Track conversion rates. Document which retailers received samples and which converted. Calculate cost per acquisition. One brand spent perhaps $5-10 per sample (product + shipping + materials) but converted enough retailers at $250+ first orders to achieve strong ROI.
BSMs help refine this strategy by suggesting timing (before credit expires creates urgency), messaging approaches, and scale (how many samples to send monthly without burning budget).
Email Marketing and CRM Strategies BSMs Recommend
Faire's built-in CRM and email tools are powerful if used correctly. BSMs guide effective implementation:
Segment your audience properly. Never batch-and-blast. Use CRM filters to create segments: new retailers who haven't reordered, high-value repeat customers, dormant accounts, retailers near credit expiration. Each segment needs different messaging.
Implement a weekly nurture sequence. Don't just send promotional emails. Provide value: industry trends, product education, merchandising tips, seasonal planning guides. Position yourself as a resource, not just a vendor. Retailers won't read every email, but consistent presence keeps you top-of-mind when they're ready to order.
Use multiple touchpoints. One brand tracked conversions and found some retailers didn't purchase until the 8th or 10th email. Persistence matters. As long as you're providing value (not just "buy now" messages), retailers appreciate the communication.
Clean your list monthly. Export hard bounces, soft bounces, spam reports, and unsubscribes. Delete them from your CRM. This maintains email deliverability scores and ensures Faire's system doesn't flag you for poor list quality.
Leverage Faire's automated emails. When you set up tiered promotions, Faire sends abandoned cart emails showing "up to 20% off" to retailers who added products but didn't complete checkout. This feature alone drives significant conversions—but only if you have promotions configured.
Combine platform emails with direct outreach. Use Faire's email system for scale, but message high-value retailers directly through Faire's messaging system. Personal touches—"noticed you haven't reordered in 60 days, anything we can help with?"—build relationships automated emails can't.
Test subject lines and content. Track open rates and click-through rates. BSMs can't see your email performance, but they can suggest proven approaches: product-focused vs. educational content, urgency-driven vs. relationship-building, seasonal vs. evergreen messaging.
Building Retailer Lifetime Value With BSM Guidance
First orders are nice. Repeat orders are the business.
Successful Faire brands show dramatic differences between first purchase values and 12-month retailer lifetime value. One brand's data: average first order $250, but retailers spend $3,200 over 12 months. That's a 12.8x multiple.
BSMs help you optimize for this long-tail value:
Optimize reorder timing. If your category typically reorders every 61 days (median) to 120 days (average), plan outreach accordingly. Don't wait for retailers to remember you—proactive communication at strategic intervals drives repeat purchases.
Create reorder incentives. Tiered discount structures (free shipping at average order value, 10% off at 2-3x AOV, 20% off for large orders) encourage retailers to stock deeper. BSMs help you structure these profitably based on your margin profile.
Provide merchandising support. Point-of-sale displays, product education materials, social media assets—anything that helps retailers sell your products faster drives reorders. BSMs have seen what works: branded stands, counter displays, "designed for your store" imagery retailers can use.
Position yourself as a growth partner. Schedule calls with top retailers. Ask how their business is going, what's selling well, what challenges they're facing. Offer exclusive products, early access to new launches, or custom arrangements. This relationship depth can't be replicated by competitors.
Track and respond to usage patterns. If a retailer typically orders every 90 days but it's been 120, reach out proactively. "Checking in—anything we can help with for your next order?" This prevents churn from inattention.
BSMs emphasize this constantly: Faire wants high gross merchandise value. The path to GMV isn't just acquiring more retailers—it's maximizing value from retailers you've already won.
What to Do If You Don't Have a BSM Yet
No BSM assigned? Focus on getting noticed:
Drive measurable retailer growth. Bring 100-200 qualified leads into Faire monthly through cold email, Google Maps research, professional association partnerships, or social media outreach. Show Faire you're committed to growing their retailer base.
Optimize everything in your control. Professional product photography (lifestyle shots, detail zooms, infographics, point-of-sale examples), keyword-optimized titles and descriptions, competitive pricing, fast shipping, excellent customer service. Make your conversion rate impossible to ignore.
Participate actively in seasonal markets. Summer Market, Winter Market—these events generate visibility and sales velocity. Brands that go all-in on markets (promotions, new product launches, email campaigns) get noticed.
Solicit reviews aggressively. Use Faire's review link feature to make it one-click easy for retailers. Message every customer 7-14 days after delivery requesting a review. High review volume and quality signal you're a strong platform participant.
Engage consistently. Weekly email campaigns, regular product updates, responsive messaging, proactive communication. Show sustained activity, not sporadic bursts. Algorithms track engagement velocity.
Request a BSM proactively. Can't hurt to ask. If you've demonstrated growth and platform commitment, reach out to Faire support requesting BSM consideration. Worst case: they say not yet. Best case: they assign someone.
Remember: BSMs are assigned based on potential, not just current scale. A $10K/month brand growing 20% monthly is more interesting than a stagnant $50K/month business.
The Bottom Line on Brand Success Managers
Faire's Brand Success Manager program is one of the platform's most valuable—and underutilized—resources. These aren't customer service reps reading from scripts. They're strategic growth partners with access to data, insights, and opportunities most sellers never see.
The brands that maximize BSM relationships treat them as collaborators: scheduling regular strategic sessions, implementing recommendations quickly, sharing results, and bringing creative ideas to discuss. They understand BSMs can't (and won't) run their business, but can accelerate growth through platform expertise and connections.
Whether you have a BSM now or are working toward qualification, the principles remain the same: drive retailer growth, optimize conversion rates, build lifetime value relationships, and prove to Faire that investing resources in your brand generates returns for the platform.
The opportunity is real. One sock brand went from zero retailers to 1,000 in two years—largely through effective BSM partnership. They didn't have secret advantages. They executed consistently, leveraged available resources, and treated their BSM relationship as the strategic asset it is.
Your move.