Learn from KMO
“In My Student Era” is a newsletter where Kaila O'Connor shares what she's actively learning—while I’m still in it. Not after the fact. Not once it’s polished. Not once it’s packaged into a framework. But in real time—while I’m testing, questioning, unlearning, and rebuilding how this industry actually works.
In My Student Era
Substack by Kaila O'Connor
What I’ve mainly been seeing lately are people pitching GEO as this shiny new evolution that DTC brands must adopt to stay visible in ChatGPT, Perplexity, and Google’s AI Overviews.
The tone always sounds urgent, but if I’m listening to my intuition here - it’s mostly a distraction.
The Technical Reality
A “duh” that I must start with…. you do know that LLMs don’t come up with answers out of thin air, right?!
(Please read this) if you think "SEO is dead"
AI / GEO / SEO
April 23, 2026 by Kaila O’Connor | "In My Student Era" Substack
Kaila's background in B2B and PR put her in a unique position to evaluate the rapid changes content and commerce are currently seeing in the market.
A Convo w/ Martech Record:
The Evolving Role of PR
The Evolving Role of PR
PR / Affiliate Marketing
April 28, 2025 | Martech Record Agency Speaker Series
Do you ever feel out of sync with your work environment, or even struggle to find joy in your daily tasks? Kaila did––until she started to understand Human Design. Kaila reveals how recognizing your energy type can enhance your approach to work and relationships. She delves into the nuances of these different modes, offering practical strategies for navigating your PR career. Read on to learn how embracing your unique energy can lead to greater fulfillment and effectiveness in your professional life.
Use Human Design to Work Smarter in PR
Human DEsign
Nov 4, 2024 by Kaila O’Connor | PRNet Byline
PREVIEW: I remember - true story - being asked January 2022 by the OG affiliate manager at Conde Nast to be a guest lecture for her ongoing full editorial team meeting. I was asked to share insights on the timeline and process required for DTC brands to get onboarded on an affiliate program. Why?
How-To Pitch Commerce Editors Like Investors
Affiliate PR
Dec 3, 2024 by Kaila O’Connor | Martech Record Byline
PREVIEW: This shift has not only redefined PR’s role but also provided brands with measurable and scalable opportunities to drive revenue leveraging metric-focused PR strategies. Let’s explore how this transformation unfolded and why it matters for modern marketers and PR professionals.
How PR Evolved Into A Growth Marketing Channel
Affiliate PR
Jan 24, 2025 by Kaila O’Connor | Martech Record Byline
PREVIEW: As a result, I found the following statements to be true:
1) DTC brands often overlook Pinterest as the forgotten social child.
2) DTC brands often don't create a separate content strategy and resort to reposting content from IG/TikTok.
How DTC Brands Should Use Pinterest to Scale
E-commerce Business
Growth Marketing
Jan 31, 2025 by Kaila O’Connor | Martech Record Byline
PREVIEW: Your Energy Type specifically provides you with insight into: What and How you were born to "do" life and work. How you feel when you use your energy correctly (signature theme) and when you don’t (not-self theme). The most effective way for you to make things happen.
Human Design Tips for Your Career
Human Design
Nov 8, 2024 by Kaila O’Connor | "In My Student Era" Substack
