What happens when a million Pinterest followers, a passion for creativity, and a deep understanding of what consumers want collide? You get a career that was anything but traditional. In this episode of Behind the Thread Podcast, host Carrie Habel, Co-Founder and Managing Partner of Thread Advisory Group, sits down with Alex Vailas, a creative powerhouse and the Head of Brand at Bad Birdie. Long before influencer marketing became a billion-dollar industry, Alex was already building an audience, curating content, and changing the way brands connected with consumers. Known as the “Queen of Pinterest,” Alex grew her Pinterest following to more than one million followers in just six months during the platform’s early days. At the time, there was no influencer playbook, no established creator economy, and certainly no roadmap for turning Pinterest into a career. Alex helped create the roadmap herself. From working with brands like Target, Home Depot, Anthropologie, Kroger, and Coca-Cola to navigating agency life, creative direction, CPG, retail strategy, and ultimately the brand side, Alex has built a career around one powerful skill: understanding what people want and turning that insight into compelling brand stories. And then there’s Bad Birdie. Carrie and Alex talk about Alex’s journey into the golf apparel brand, what makes a brand stand out in a crowded retail marketplace, and why great branding is about so much more than a good-looking product. It is about storytelling, consumer insight, creative strategy, packaging, shelf presence, and knowing exactly who you are trying to reach. Alex also opens up about the realities behind the career, including navigating divorce, raising young children, making career pivots, learning the language of business, and recognizing when it is time to move from agency life to the brand side. This is a conversation about creativity, retail, influencer marketing, branding, career reinvention, and the power of following what you are naturally good at. And yes, there is plenty of Pinterest history along the way. In This Episode • How Alex became one of Pinterest’s earliest power users • The story behind becoming the “Queen of Pinterest” • How she reached one million Pinterest followers in just six months • What the early days of Pinterest were really like • Why Alex wishes she had monetized her audience sooner • The evolution of influencer marketing and the creator economy • How Alex worked with major brands including Target, Home Depot, Anthropologie, Kroger, and Coca-Cola • Moving from influencer marketing into agency leadership • Her experience as Creative Director at Thor Industries • Why Alex eventually moved to the brand side • What she learned about CPG, retail, packaging, shelf presence, and product velocity • The importance of understanding a brand’s customer and competitive landscape • Her journey to becoming Head of Brand at Bad Birdie • Balancing motherhood, career growth, creativity, and major life transitions • Why storytelling remains one of the most powerful tools in marketing The Bigger Brand Lesson Alex’s story is proof that being early can be incredibly powerful when you know how to recognize an opportunity. Before “influencer” was a job title, Alex was building influence. Before brands had creator strategies, she was helping brands understand how to tell stories through emerging platforms. And before retail strategy became part of her everyday vocabulary, she was already learning what consumers responded to through clicks, engagement, and ultimately what sold. Her journey from Pinterest pioneer to Bad Birdie brand leader is a masterclass in staying curious, following your strengths, and being willing to reinvent your career as the marketplace changes. About Alex Vailas | Brand Marketing Alex Vailas is a creative and brand marketing leader with a career spanning social media, influencer marketing, agency strategy, creative direction, consumer packaged goods, retail, and brand development. She first gained recognition as an early Pinterest creator, growing an audience of more than one million followers and working with major national brands. Today, Alex brings that combination of creative instinct, consumer insight, and business strategy to her role as Head of Brand at Bad Birdie. Helping People & Brands Reinvent Themselves Without Burning It All Down Head of Brand at Bad Birdie | Brand Management & Growth | Integrated Campaigns | Go-to-Market Bad Birdie Carrie Habel, host of Behind the Thread, is a dynamic leader operating at the intersection of retail, leadership, and wellness. As the owner of multiple ventures—including Thread Advisory Group and the Scottsdale chapter of Collective Women’s Leadership—she brings deep expertise in operational transformation, change management, and business growth. With a career that started on the frontlines of retail and expanded into consulting for major brands like Estée Lauder, Nordstrom, and T-Mobile, Carrie is known for helping organizations bridge the gap between strategy and execution. DISCLAIMER: The information shared on this podcast is intended for general informational and educational purposes only and should not be considered medical, legal, or other professional advice. The views and opinions expressed by the host and guests are their own and do not necessarily reflect those of Behind the Thread, Thread Advisory Group, or Collective Women’s Leadership. This podcast is not a substitute for professional guidance, diagnosis, or treatment. Listening does not establish any professional, client, or advisory relationship. Always seek the advice of a qualified professional regarding any questions you may have related to your health, wellness, business, or other specialized matters.
