Demand & Discovery: What it really takes to be a category leader
In this talk, Carrie Rose, CEO & Founder at Rise at Seven, breaks down how brands can stop hiding in plain sight and become a category leaders in 2026.
Category leaders don’t just win clicks and views - they're literally engineering the journey to conversion. In today’s fragmented search world - where discovery happens on TikTok as much as Google, leading brands know how to capture attention, shape demand, and dominate both the mind of the consumer and the real estate on search results pages multi channel.
With examples like Ninja leading the category for airfryer, Revolution Beauty in the beauty dupe space or RedBull attacking the energy drink category, Carrie Rose will share her Demand & Discovery™ framework - how brands defend their core, grow into new spaces, and innovate across channels.
Key takeaways:
- Why social search is rewriting the rules of discovery.
- How to own attention across Google, TikTok, YouTube, and beyond.
- The Defend–Grow–Innovate model that builds category leaders.
Carrie Rose, is founder and CEO of one of the fastest growing agencies in the UK & US – search-first creative agency Rise at Seven. After working 11 years at Branded3, one of the leading SEO agencies at the time, Carrie saw a gap in the industry for brand advertising and SEO to collide. She founded Rise at Seven to push the boundaries in both creative and technical SEO because that’s what is needed to own the most competitive search results.
Rise at Seven are now across the UK, Europe and US with clients including SIXT, Bumble, Capital One, Bacardi, PrettyLittleThing, Amazon, Revolution Beauty and more.
Rise at Seven launched the first reactive marketing service driven by live search trends, and believe in multi-channel search realistic to how consumers behave now. Their content marketing case studies is what they’re famous for, with 78 awards in a roll top bath to show for it. Carrie is featured on the 30 under 30 Forbes list because of her success.