They explore the shift from fixed roles to flexible capabilities, the impact of overhiring and budget pressure, and why the biggest issue facing marketing teams today isn’t talent, it’s systems. Lara also unpacks the rise of new roles like marketing COOs and process improvement analysts, and what it takes to connect fragmented workflows, teams, and technologies to drive performance.

Key takeaways

• Flexible talent models are replacing traditional hiring and agency structures.
• Systems—not talent—are the biggest constraint on marketing performance.
• Winning teams align how work gets done with how consumers actually discover and shop.

Hosted on Acast. See acast.com/privacy for more information.

They explore why consumers don’t see channels the way organizations do, how LEGO is designing seamless ecosystems across DTC, retail partners, and physical experiences, and what it takes to balance long-term brand building with real-time cultural relevance. From immersive retail to evolving PDPs and the role of AI in freeing teams to focus on higher-impact creative work, the conversation shows how leading brands are operating in a world where brand and transaction moments are no longer separate.

Key takeaways

• Most organizations are still structured around channels, but consumers aren’t. That gap is where performance is lost.
• Growth comes from orchestrating brand, media, and retail into a single performance ecosystem.
• The immediate role of AI isn’t to replace creativity—it’s to streamline processes so more time can be spent on creative and high-impact work.

Hosted on Acast. See acast.com/privacy for more information.

Amy shares how expanding the commercial function beyond sales and marketing is reshaping how organizations operate, and why growth requires alignment across teams. She discusses silos, shared KPIs, and how teams move from fragmented ways of working to a more unified approach. She also explores how leaders can navigate rapid change—from shifting consumer behavior to more algorithm-driven discovery—while bringing entire organizations along for the journey.

Key takeaways

• Commercial growth is a team sport; success comes from aligning sales, marketing, R&D, and supply chain, not operating in silos.
• Shared KPIs matter, but impact comes from changing how teams work, not just how performance is measured.
• Breaking silos starts with shared priorities, structured planning, and bringing the full organization along.

Hosted on Acast. See acast.com/privacy for more information.

Zena shares how Sephora discerns which trends represent fleeting moments versus real behavioral shifts, why beauty discovery has become continuous in the age of creators and social feeds, and how the company balances digital personalization with high-impact in-person experiences like SEPHORiA. She also discusses how Sephora approaches AI—from powering skin scans and product discovery to enabling more relevant personalization—while remaining thoughtful about how new technology enhances, rather than dilutes, the client experience.

Key takeaways

• Not every trend deserves a brand response; successful marketers build systems to filter signal from noise.
• Beauty discovery is now continuous, requiring brands to show up consistently across creators, culture, and community.
• The strongest brand partnerships come from clear identity and products that fill a true consumer white space.

Hosted on Acast. See acast.com/privacy for more information.

They also explore Dipesh’s move from Unilever to Teva, including the difference between operating in a mature consumer goods environment versus building capabilities in OTC. The conversation also dives into AI’s role in content creation, why speed alone isn’t enough in healthcare, and how brands can use stronger systems and guardrails to scale content while maintaining control.

Key takeaways

• AI can scale content production, but strong guardrails and human oversight remain essential.
• In healthcare and OTC, brands must balance digital speed with trust and regulatory rigor.
• Building digital capabilities from scratch requires a different mindset than optimizing mature systems.

Hosted on Acast. See acast.com/privacy for more information.

They also discuss what often breaks down between suppliers and retail partners, why bringing real customer insights to the table changes the quality of joint business planning conversations, and how Total Wine stays focused on service, selection, and sharp pricing, while expanding into non-alcoholic, THC-infused, and emerging functional beverage segments.

Key takeaways

• Intent-based leadership drives accountability by empowering teams to own decisions and defend their reasoning.
• Retailer–supplier alignment improves when both sides start with customer insights and shared strategy.
• Share growth in a challenging market comes from disciplined focus on experience, assortment, and price.

Hosted on Acast. See acast.com/privacy for more information.

They unpack the tension between local trade dollars and national media budgets, how CPG organizations split ownership between sales and marketing, and what it takes to unlock both. Toby also explores how AI can accelerate integrations, lower the cost of connecting data, and raise the bar for targeting and outcomes across commerce media.

Key takeaways

• National media budgets scale when incrementality is clear and performance is standardized.
• The biggest growth unlock comes from aligning trade and media dollars around shared outcomes.
• Consistent, comparable reporting builds trust and drives long-term investment.

Hosted on Acast. See acast.com/privacy for more information.

They also discuss Marzetti’s post-2020 eCommerce acceleration, including the foundational work behind scaling digital commerce, from improving content and search to strengthening ratings, reviews, and agency partnerships. Michael reflects on innovation, founder stories, and the career move he considers his bravest: stepping off the traditional brand path to build a digital role early on.

Key Takeaways

• Not being a “host food” requires a different approach to discovery and relevance
• Digitally influenced sales require proactive storytelling before the store
• Retail media and brand partnerships can drive basket-building impact
• E-commerce growth begins with strong content, search, and ratings fundamentals

Hosted on Acast. See acast.com/privacy for more information.

The conversation also dives into why social search is capturing more search budgets, how Pinterest’s AI powers proactive discovery, and why modern measurement approaches—including MMM, MTA, and incrementality—matter more than last-click attribution as consumers shop across weeks and devices. From CPG to emerging non-endemic categories, Kate explains how brands can reach consumers earlier in the journey and better understand their impact on growth.

Key Takeaways

• Social search plays a critical role in demand creation, not just demand capture
• Visual search helps brands engage consumers before preferences are fully formed
• Incrementality and triangulated measurement are essential to understanding impact
• AI-powered discovery experiences support both inspiration and performance

Hosted on Acast. See acast.com/privacy for more information.

Rachel announces MikMak’s acquisition by SPINS, sharing how it came together, why it was the right partner at the right moment, and her priorities for the first 90 - 180 days, from change management and customer communication to accelerating product innovation. She also reflects on the human side of the acquisition and what it means to support teams through uncertainty and transition.

They also share standout clips from the BRAVE COMMERCE community—featuring Stuart Heflin (Quest Nutrition), Dan O’Leary (Hostess), and Esi Seng (Tate’s Bake Shop)—highlighting what makes acquisitions successful from a brand operator’s perspective—protecting what works, honoring culture, and maintaining a challenger mindset during change.

Key Takeaways

• Why integration and change management, not the deal itself, define acquisition success
• How to evaluate the right partner for customers, employees, and investors
• What founders and leaders can do now if M&A is a long-term goal
• How to preserve culture and momentum while continuing to deliver for customers

Hosted on Acast. See acast.com/privacy for more information.

John also breaks down what it means to market in a world where discovery is increasingly shaped by social platforms and AI tools. He explains how Bausch + Lomb is partnering with eye care professionals who show up as credible “influencers,” and why improving the quality and structure of brand content matters more than ever as chatbots become a go-to source. The episode closes with a look at how the pharmacy channel is evolving, and how “hidden” in-store friction can quietly shift demand online in an instant.

Key Takeaways

• Education is a growth lever when consumers delay action until a problem appears
• Credibility still wins—but only if you make it easy to understand and easy to trust
• Optimize content for the new discovery layer (AI + social), not just traditional search
• Reduce friction everywhere, because shoppers will reroute the moment it gets inconvenient

Hosted on Acast. See acast.com/privacy for more information.

Marco shares how he’s scaled digital commerce across diverse European markets by applying a “freedom within a frame” mindset, centralizing strategy, governance, and KPIs while empowering local teams to adapt for cultural nuance and shopper expectations.

He breaks down what it takes to make transformation stick inside large organizations, from securing leadership buy-in to making the cost of inaction tangible. Marco also explains why selling the problem matters more than selling the solution, how a test-small-scale-fast approach helps prove value, and why omnichannel should be a core operating principle — not a buzzword.

Key takeaways

• Scale with structure: Centralize principles and governance while enabling local execution
• Create urgency: Make the cost of inaction clear to unlock leadership buy-in
• Prove value fast: Test ideas in small ways, then scale what works

Hosted on Acast. See acast.com/privacy for more information.

Laura shares how her team drives category growth across Philips' consumer goods portfolio (Sonicare, Avent, Grooming & Beauty) by establishing a universal focus and analyzing the core drivers of consumer growth as a key framework. She emphasizes that eCommerce is a team sport, explaining how her team aligns cross-functional partners around core KPIs, prioritizing the Digital Shelf as the essential foundation.

She shares the challenge of achieving scale and consistency globally, focusing on designing solutions for different personas, from super users to executives. Finally, Laura offers her "blue sky" vision for a commercial operating model, which would involve eliminating the divide between sales and marketing to achieve unified growth.

Key Takeaways

• Use Category Growth as the single, non-negotiable objective to align diverse global teams and business units
• Prioritize maximizing the Digital Shelf (content, availability, and visibility) as the essential foundation for effective eCommerce investment
• Treat eCommerce as a "team sport" by fostering empathy to ensure critical adoption and consistency across all functions
• The ideal commercial model eliminates the divide between Sales and Marketing to create unified growth leadership

Hosted on Acast. See acast.com/privacy for more information.

Matt shares why long-term brand building remains essential in the spirits category and how disciplined measurement guides smarter decision-making. He explains how digital discovery, from YouTube mixology to Reddit communities, shapes in-store behavior, and why premiumization, moderation, and innovation are the real forces reshaping today’s beverage alcohol landscape.

Additionally, he also breaks down how Heaven Hill decides when to modernize a brand, why nuance is missing from industry headlines, and what it takes to stay grounded in consumer truth while the marketing world chases real-time optimization.

Key takeaways

• Long-term brand building and strategic patience remain essential in spirits
• Digital discovery now heavily shapes in-store purchase decisions
• Premiumization, moderation, and innovation continue to drive category trends
• Brand modernization works best when rooted in product truth and distinctiveness

Hosted on Acast. See acast.com/privacy for more information.

Matt shares how generative search is reshaping the Lawn and Garden category, raising expectations for content, partnerships, and digital experiences. He explains why Scotts brought digital and retail media together under one leader and how his team built a machine-learning model that uses weather, POS, macroeconomic signals, and media data to guide in-season investment.

He also breaks down what it takes to align brand, sales, and media teams and why patience and iteration are essential when building data science capabilities.

Key takeaways

• Generative search is raising the bar for content, consumer experience, and measurement
• Consolidating digital and retail media enables full-funnel planning and faster decisions
• Machine-learning models help teams optimize weekly investments with real-time data
• Data science requires buy-in, experimentation, and time to improve

Hosted on Acast. See acast.com/privacy for more information.

Louise shares how her team built a proprietary clean room solution to drive more precise audience targeting, tailor creative to shifting shopper behavior, and ultimately deliver a 36 percent sales lift for Special K in the UK. She also explains how marketers can move from one-size-fits-all campaigns to dynamic, behavior-based segmentation, even without first-party data.

Beyond the tech, Louise emphasizes the importance of soft skills. From speaking the language of the CFO to running test-and-learn pilots that bring skeptical teams along gradually, she shows how marketers can lead with both credibility and curiosity. In a standout personal moment, she reveals the bravest thing she’s ever done: spending a summer living with nomadic eagle hunters in Mongolia.

Key takeaways:

• Insights only matter if they drive action. Clean rooms enable smarter targeting and measurement, but results come from applying those insights across creative and media strategy.
• Buy-in is built through transparency. Louise outlines how gradual testing, third-party validation, and a shared focus on sales help teams embrace new tools with confidence.
• Transformation is both technical and cultural. Success depends on aligning stakeholders, evolving incentives, and creating a safe space to test, learn, and adapt.

Hosted on Acast. See acast.com/privacy for more information.

He breaks down how Mars Wrigley is investing in omnichannel foundations, aligning teams across functions, and collaborating more strategically with retailers around the world. From building fit-for-purpose capabilities to navigating internal complexity, Neil offers a practical lens on what transformation really looks like beyond the buzzwords.

This conversation also explores why customer teams need to think like growth marketers, and how brave leadership means knowing when to slow down, simplify, and start with the basics.

Key takeaways:

• Transformation is a capability, not a campaign. Real change happens through cross-functional alignment, local investment, and relentless customer focus.
• Retail collaboration must evolve. Neil shares how Mars Wrigley is rethinking retailer partnerships to drive shared outcomes and smarter execution.
• The basics still matter. Even in a digital-first world, strong data, clear roles, and a unified customer strategy remain the foundation for growth.

Hosted on Acast. See acast.com/privacy for more information.

From launching a viral college-themed campaign with Amazon to pushing the boundaries of brand collaboration, Benoit shares how Liquid Death ties breakthrough creativity directly to retail outcomes. He discusses the importance of treating retailers as strategic partners, why the media industry needs to stop overcomplicating retail media, and how to stay focused on what truly drives awareness and conversion.

As a first-time CPG executive with an entrepreneurial background, Benoit brings an unfiltered perspective on navigating legacy dynamics with fresh thinking. He also reflects on the bold decision that brought him from France to the U.S. to chase the American dream.

Key takeaways:

• Creativity must convert. Benoit shares how Liquid Death aligns bold ideas with retailer objectives and transaction points to maximize both impact and measurability.
• Retailers are partners, not gatekeepers. Success comes from building together, listening well, and treating retail media as a shared opportunity rather than a cost center.
• Bravery is a mindset. From career moves to creative risks, Benoit’s story is a masterclass in taking chances, building momentum, and staying relentlessly focused on outcomes.

Hosted on Acast. See acast.com/privacy for more information.

Andrea shares her framework for embedding digital and eCommerce capabilities across large organizations, and how true transformation starts upstream, in brand strategy, product development, and core business processes.

She breaks down five steps to make digital change stick, from aligning on strategy to measuring success and celebrating wins. Andrea also discusses balancing change management with team wellbeing, fostering collaboration across functions, and driving long-term transformation while keeping pace with an industry and audiences that move at lightning speed.

Key takeaways

• Lead with strategy: Tie every digital effort to a clear business goal before investing in tools.
• Embed early: Bake eCommerce into brand planning and product development to make change stick.
• Align cross-functionally: Involve legal, finance, and supply teams early to remove bottlenecks and speed up execution.

Hosted on Acast. See acast.com/privacy for more information.

With a portfolio of legacy brands that have stood the test of time, Megan shares how she keeps them relevant to today’s consumer while staying true to their roots. She discusses the importance of preserving core brand assets, creating a culture of empowerment, and leveraging frameworks like OGSM to connect long-term vision to short-term action.

Megan also explains how her team drives speed and agility within a family-owned structure, how retail partnerships are managed through data-backed joint business planning, and why consolidating media and shopper marketing under one team has unlocked more seamless consumer journeys.

Key takeaways:

• Legacy brands can move fast. Clear vision and accountability empower teams to act with speed across functions.
• Relevance requires evolution. Megan shares how timeless assets and modern activations work together to engage new consumers.
• Data drives accountability. A custom measurement model helps Mizkan shift retailer conversations toward results-based planning.

Hosted on Acast. See acast.com/privacy for more information.

Noah explains how he started from scratch following the brand’s spin-off from Unilever and Haleon, focusing first on profitability and operational foundations before investing in content or storytelling. From strategic bundling to keyword-level retail media planning, Noah gives a transparent look at what actually drives results in the private equity-backed world of consumer goods.

He also shares how he thinks about team structure, omnichannel planning, and the future of social commerce for mass brands looking to stay relevant in emerging platforms.

Key takeaways:

• Profitability is the foundation. Noah prioritized assortment, packaging, and pricing to unlock growth before touching brand content.
• Retail media drives more than clicks. Strategic investments helped drive in-store velocity and strengthen retailer partnerships.
• Private equity changes everything. Noah outlines what marketers should know before joining a private equity-backed business and how to thrive in the model.

Hosted on Acast. See acast.com/privacy for more information.

He explains how private ownership enables long-term innovation, why tequila has uniquely expanded across price points and use cases, and how the brand manages storytelling on the digital shelf in an era of AI and misinformation. From pioneering new tequila subcategories to building a distillery in the heart of Manhattan, Lander reveals what it takes to stay relevant in a category rooted in tradition.

Key takeaways:

• Heritage drives relevance when paired with innovation. Proximo’s legacy brands succeed by staying true to their origins while evolving for modern consumers.
• Private ownership creates room for bolder moves. Without quarterly pressure, Proximo invests with a 200-year vision in mind.
• Digital discovery is powerful but complex. Tequila shoppers are navigating fragmented information across platforms, making clarity and truth essential for brand growth.

Hosted on Acast. See acast.com/privacy for more information.

Wendell explains why executional excellence still drives the most meaningful results, how to build influence across functions regardless of org structure, and what future leaders need to prioritize to stay relevant in a constantly evolving industry. He also weighs in on generative engine optimization (GEO), agentic shopping, and why not every new buzzword deserves a strategy.

Key takeaways:

• Execution over buzzwords: Wendell shares why staying grounded in fundamentals is more impactful than chasing trends like GEO or agentic shopping.
• Ownership over org charts: The effectiveness of an eCommerce team depends less on structure and more on clear strategy, alignment, and influence across the business.
• Curiosity and consistency win: A career grounded in learning, humility, and cross-functional leadership is what has enabled Wendell to succeed across companies of every size and stage.

Hosted on Acast. See acast.com/privacy for more information.

From vaginal health to product regulation, Caroline opens up about the unique challenges and rewards of creating solutions in a category that has long been underserved. She shares how OrganiCare earns shelf space, engages on social, and educates consumers about choices they didn’t know they had. Caroline also reflects on the personal decision that reshaped her approach to leadership and balance.

Key Takeaways:

• Innovation through Education: Caroline explains how OrganiCare leverages digital platforms like TikTok to inform consumers and drive awareness in a regulated, often misunderstood category.
• Retail and Consumer Alignment: By offering science-backed, natural products that solve real problems, OrganiCare has been able to scale quickly in brick-and-mortar retail.
• Bravery in Business and Life: Caroline shares the bold personal choice to step back from a prior venture to focus on family, and how that shaped her leadership journey going forward.

Hosted on Acast. See acast.com/privacy for more information.

With transparency and conviction, Amber unpacks how Estée Lauder is adapting to shifting consumer behaviors, optimizing for agility, and balancing heritage with innovation. She also gets personal, revealing the brave decision that shaped her career path in a surprising way.

Key Takeaways:

1. Commerce Meets Consumer Intent: Estée Lauder’s move to Amazon wasn’t just a distribution shift—it was a strategic response to consumer demand. Amber explains how the company protects brand equity while embracing the reality that Amazon is both a retail and media platform.
2. Organizing for Agility at Scale: To keep pace with modern commerce, Estée Lauder is reengineering how teams work, empowering faster decisions, embracing real-time data, and aligning KPIs across channels to reflect the interconnected consumer journey.
3. Career Bravery Beyond the Resume: Amber’s decision not to return to college, despite the prestige-driven culture of corporate America, became one of her bravest—and most transformative—moves. Her story challenges traditional definitions of leadership and success.

👉 Tune in for a masterclass in digital transformation, brand stewardship, and modern leadership from one of beauty’s boldest change-makers.

Hosted on Acast. See acast.com/privacy for more information.

From transforming Jim Beam’s go-to-market strategy to embracing Gen Z’s flavor-first preferences, John shares how Suntory is putting the consumer at the center of everything—from digital upskilling to cultural collabs. Plus, a personal story about bravery that’s both touching and cinematic.

Key Takeaways:

Why Brand Still Wins

In an age of economic uncertainty, Suntory is doubling down on brand equity rather than discounting. John shares how this conviction is fueling consumer love and long-term loyalty.

Upskilling with Purpose

From media to marketing, Suntory’s teams are evolving into digital generalists. John reveals how a “fail forward” culture and clear alignment have made upskilling more than a box-checking exercise.

Flavors, Funnels, and the Future of Spirits

With Gen Z entering the category, Suntory is leaning into bold flavors, limited-time offerings, and full-funnel marketing. Learn how launches like Jim Beam Pineapple reflect a new generation’s preferences and pace.

👉 Tune in to learn how one of the world’s most iconic spirits portfolios is embracing modern marketing while honoring what made its brands iconic in the first place.

Hosted on Acast. See acast.com/privacy for more information.

On this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Stuart Heflin, Senior Vice President & General Manager, Quest Nutrition at Simply Good Foods, about how Quest has tripled in size since joining Simply Good Foods while staying true to its mission and scrappy DNA.

Stuart explains how the "flip the macros" product strategy guides every innovation, why democratizing ideas across all levels fuels their culture, and how Quest navigates an increasingly competitive high protein, low sugar market. He also details the company's omnichannel approach, integrating retail media, packaging design, and digital influence to win across physical and digital shelves.

Key takeaways:

• Protect culture at all costs. Flat structures and open forums keep teams engaged and inventive.
• Use strategy as a filter. If a product cannot flip the macros to high protein, high fiber, low sugar, low net carbs, it does not launch.
• Treat omnicommerce as a lifestyle, not a channel. Digital is part of the consumer’s daily reality, requiring seamless full funnel execution.

Hosted on Acast. See acast.com/privacy for more information.

On this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter sit down with Andrew Lederman, VP of Global Digital Commerce at Mondelez, for a wide-ranging conversation on building at scale while moving with speed. From founding a startup acquired by Alibaba to transforming digital commerce at AB InBev and now Mondelez, Andrew shares how his entrepreneurial DNA shapes his leadership at one of the world's largest CPG companies.

He opens up about balancing local autonomy with global vision, the value of taking big swings instead of "safe bunts," and navigating the signal vs. noise of today's crowded tech landscape. With deep candor and clarity, Andrew explains how consumer obsession—not competitor fixation—drives long-term growth, and why brave leadership often means placing smart bets on the future.

Plus, hear his answer to our signature closing question—and why he says being a father tops his list of courageous moves.

Key Takeaways:

• Lead with Empathy, Act with Clarity: To drive transformation in large organizations, meet teams where they are and align them with a shared vision of the future.
• 
  
• Prioritize Consumer Needs Over Competitive Noise: Long-term growth comes from solving real consumer problems—not chasing what others are doing.
• 
  
• Make Strategic Bets with Confidence: Balancing short-term impact with long-term vision requires bold decision-making and operational excellence.
• 
  

Whether you're scaling digital commerce or trying to future-proof your brand, this episode offers a grounded, strategic, and motivating listen.

Hosted on Acast. See acast.com/privacy for more information.

She discusses how consumer confusion, generational preferences, and emerging wellness trends are reshaping the Alcohol landscape, and why she believes wine is poised for a major comeback. Jenna also outlines the tech stack powering her team, the role of retail media in attracting new customers, and how strong partnerships fuel innovation in a highly regulated category.

Key takeaways:

• Wine’s comeback depends on reducing consumer friction and repositioning it as approachable and wellness-aligned
• Tech stacks that integrate AI, digital shelf analytics, and compliant path-to-purchase tools are essential to modernizing Alcohol e-commerce
• Family-owned businesses can drive agile innovation by staying laser-focused on the consumer instead of Wall Street

Hosted on Acast. See acast.com/privacy for more information.

She highlights the role of campaigns like “ORIGINAL THINKING®” and “EASY. DOES IT.” in shaping brand perception, and the importance of influencer programs and user-generated content to showcase versatility and build engagement. Chitra also reflects on how Velcro Companies maintains its position as the original hook-and-loop fastener in a competitive market.

Key takeaways

• Educating consumers on VELCRO® Brand’s infinite use cases requires a balance of awareness, inspiration, and community-driven content
• B2B and B2C marketing strategies can complement each other to strengthen brand relevance globally
• Influencer and creator partnerships are critical to inspiring new use cases and driving sales

Hosted on Acast. See acast.com/privacy for more information.

She discusses how a mix of global beauty expertise and startup energy enables Wella to balance speed and discipline across its consumer and professional businesses. Bianca also shares her perspective on the evolving role of DTC, the emergence of pro-grade products for home use, and how global trends in beauty are shaping consumer expectations in other categories.

Key takeaways

• L’Oréal’s culture creates leaders who thrive under high expectations, adaptability, and ownership
• DTC is not dead, but serves a different role today as a brand-building and loyalty engine
• Global beauty trends, like pro-grade at-home care and compressed innovation cycles, are redefining consumer expectations across categories

Hosted on Acast. See acast.com/privacy for more information.

He discusses the unique challenges and advantages of working for a century-old, family-run company with deep roots in care, as well as the importance of manufacturing locally and understanding the American shopper. Rick also highlights how HARIBO is translating the joyful, colorful in-store candy experience to digital commerce, and what it takes to build lasting retailer relationships.

Key takeaways

• Long-term thinking drives growth. HARIBO’s U.S. success stems from investing in local manufacturing, understanding seasonal rituals, and making product decisions with generational goals in mind
• Brand values create differentiation. Staying focused on joy, quality, and trust has helped HARIBO outperform competitors in a crowded candy category
• Digital experience matters. Translating HARIBO’s visual, sensory brand into eCommerce environments has been key to driving conversion online

Hosted on Acast. See acast.com/privacy for more information.

She discusses how leading with care, both internally and externally, becomes more powerful when backed by results, and how challenger brands have helped sharpen Kimberly-Clark’s go-to-market strategies. Andrea also reflects on the importance of authenticity in leadership and the culture shifts required to move with speed at scale.

Key takeaways

• Performance enables care. Delivering results creates the resources to reinvest in solving real consumer problems
• 
  
• Challenger brands can expose blind spots. Kimberly-Clark’s response in diapers reshaped its innovation strategy
• 
  
• Authenticity builds trust. Leading with emotion has become Andrea’s superpower as an executive

Hosted on Acast. See acast.com/privacy for more information.

He reflects on Danone’s culture of digital enthusiasm, its collective approach to retail media, and the mindset needed to build long-term, sustainable growth. Arthur also outlines how digital teams can elevate their impact by influencing both online and offline sales and keeping organizations focused on what drives meaningful results.

Key takeaways

• Perishables can succeed in digital. Danone’s double-digit eCommerce growth shows the opportunity is real
• Retail media should be approached as a collective effort across sales, media, and brand teams
• The most effective teams stay focused on the fundamentals, not the noise

Hosted on Acast. See acast.com/privacy for more information.

With over two decades of experience across various agencies, PE-backed businesses, and family-owned brands, Megan discusses how ownership structure influences marketing, culture, and decision-making. She also explains how her team connects media, insights, and analytics into a unified growth engine that accelerates speed to market and drives real business outcomes.

Key takeaways

• Consumer trust is built through empathy, transparency, and a commitment to product quality
• Ownership models shape how marketing can operate, from budget and risk to brand building
• Real-time data and integrated teams are essential for turning insights into action

Hosted on Acast. See acast.com/privacy for more information.

Erin discusses how the company’s newest brand platform, “The Sargento Family Promise,” is rooted in transparency and trust, and how deep consumer insights, rather than fleeting trends, guide the development of new products. She also offers her perspective on recruiting top CPG talent to Wisconsin, managing through change, and developing the next generation of business leaders.

Key takeaways

• A long-term mindset enables more meaningful innovation and stronger retailer relationships
• Consumer trust is earned through consistency, transparency, and product quality
• Data is only powerful when paired with focus, agility, and real-time consumer understanding

Hosted on Acast. See acast.com/privacy for more information.

She discusses the importance of honoring Jenner’s creative vision while scaling a business that balances brand storytelling, retail relationships, and digital commerce. From NASCAR partnerships to platform-native content, Kathleen reveals how 818 is growing both brand love and business outcomes simultaneously.

Key takeaways

• Building a lifestyle brand requires close creative alignment between founder and CMO
• Younger consumers want versatility and intentionality in what they drink and how they shop
• Digitally native strategies are essential in regulated industries like alcohol, where compliance and shoppability must go hand in hand

Hosted on Acast. See acast.com/privacy for more information.

In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstadter speak with Colleen Orani, Vice President of Global Marketing at Energizer Holdings. Colleen shares how Energizer moved from a fragmented media structure to one unified under a single leader, combining national media, shopper marketing, and content development.

She discusses the realities of leading marketing across brands with very different consumer behaviors, from impulse buys like batteries to more considered purchases like auto care. Colleen offers a transparent look into how Energizer is balancing long-term strategy with rapid fire execution, all while managing evolving retailer relationships and media investments.

Key takeaways

• A unified approach to national and retail media enables stronger consumer engagement across all stages of the purchase journey
• Categories require tailored media strategies – impulse brands are “clicky,” while others demand deeper “scrolly” content
• Driving shared accountability across marketing, sales, and content teams ensures adaptability in a volatile market

Hosted on Acast. See acast.com/privacy for more information.

Alison discusses what advertisers should expect from their CTV investments, how NBCUniversal is partnering with platforms like Instacart and Walmart Connect to prove incrementality, and why streaming environments must be evaluated beyond reach alone.

Key takeaways:

• Not all streaming is created equal – evaluating content environments is critical for effective media planning
• Commerce activations tied to premium content are already driving seven-figure product sales
• Real-time attribution and optimization are reshaping how TV advertising is bought, measured, and scaled

Hosted on Acast. See acast.com/privacy for more information.

From starting her career as a CPA to leading marketing for powerhouse brands like Dramamine, DenTek, and Summer’s Eve, Randi discusses how to build brand equity without losing sight of immediate performance. She unpacks how Prestige strategically prioritizes brands within the portfolio, adapts to the realities of tariffs, retail pressure, and social virality, and ensures that upper-funnel and lower-funnel tactics work hand in hand.

Key takeaways:

• There is no one-size-fits-all marketing strategy across a portfolio – each brand requires a tailored approach based on its role, category, and consumer mindset
• Brand equity and short-term sales are not mutually exclusive – strong awareness drives stronger conversion
• Retail search and social content must align with the shopper’s intent and category behavior, from product education to conversion readiness

Hosted on Acast. See acast.com/privacy for more information.

In this episode of BRAVE COMMERCE, Sylvia Buxton, President and CEO of Perfetti Van Melle Americas, joins hosts Rachel Tipograph and Sarah Hofstetter to explore how impulse brands like Airheads and Mentos are thriving in a digitally transformed retail landscape.

Sylvia shares how her team is reimagining impulse marketing for both eCommerce and brick-and-mortar environments, adapting traditional trade spend strategies, and maintaining brand relevance in a world of evolving consumer behaviors. With a forward-thinking approach to media diversification, retail media integration, and category innovation, Sylvia offers a masterclass in leading through change while staying true to brand fundamentals.

Key Takeaways:

• Impulse marketing must evolve – Digital shopping behaviors demand new approaches to staying top-of-mind at the point of purchase.
• Retail media blurs lines between trade and marketing – Collaborative ownership and clear accountability are key to navigating investments across the funnel.
• Consumer shifts present new opportunities – Changing health trends and digital habits require brands to innovate both products and engagement strategies.

Hosted on Acast. See acast.com/privacy for more information.

Laura shares how her team has shifted from traditional brand marketing to a full-funnel strategy that integrates national media, retail media, and shopper marketing. She talks about the benefits of housing retail media within marketing, the power of consistent measurement through in-house MMM, and the importance of building modern marketing talent with agility, curiosity, and resourcefulness.

Key Takeaways

• Marketing must do more than storytelling – it must deliver consistent experiences across every consumer touchpoint
• Retail media belongs within marketing when collaboration and shared metrics guide investment decisions
• Measurement and MarTech only work when paired with strong change management and hands-on training across the organization

Hosted on Acast. See acast.com/privacy for more information.

Justin explains how the company addresses climate change, regulatory hurdles, and shifting preferences by combining innovation, sustainability, and storytelling. He also shares his perspective on luxury growth, retail media in a restricted category, and how Treasury approaches influencer marketing with authenticity.

For anyone in a highly regulated or tradition-rich category, this episode is a valuable look into how collaboration and experimentation can unlock growth.

Key Takeaways

• Collaboration fuels innovation – Treasury Wine Estates leans on cross-functional teams to meet challenges in sustainability, regulation, and digital transformation
• Luxury is resilient – Wine brands like DAOU are thriving by connecting premium experiences with meaningful consumer occasions
• Regulation demands creativity – Influencer partnerships, social experimentation, and retailer collaboration are critical to navigating advertising constraints

Hosted on Acast. See acast.com/privacy for more information.

Danielle shares how Ferrero’s philosophy of “change by preserving” guides their approach to digital transformation, retail media, and brand building. Drawing from her deep agency experience, she discusses how to foster collaboration across internal teams and external partners, build adaptive marketing structures, and deliver growth for legacy brands while expanding into new categories.

For marketers balancing tradition with innovation, this episode is filled with insight on staying relevant while staying true to your brand.

Key Takeaways

• Preserve Core Values While Adapting to Change - Ferrero’s “change by preserving” philosophy ensures innovation and agility without compromising its foundational identity.
• Retail Media Requires Cross-Functional Collaboration - As retail media spans brand, trade, eCommerce, and shopper marketing, success depends on internal alignment and clear agency partnerships.
• Nonlinear Career Paths Build Stronger Leaders - Danielle’s diverse agency background across media, planning, and innovation allows her to connect functions and lead integrated growth strategies.

Hosted on Acast. See acast.com/privacy for more information.

Brad explains how his team applies data, agility, and a consumer-first mindset across every touchpoint, including Super Bowl campaigns and Instacart product pages. With a unified structure and a focus on cross-functional skill building, Molson Coors is turning media investments into closed-loop growth opportunities and expanding into new categories like non-alcoholic beverages.

For marketers looking to modernize their organizations, this episode offers a playbook for breaking down silos and building brands that drive results.

Key Takeaways

• Brand and Performance Are One - Treating brand-building and performance as two sides of the same coin leads to more impactful campaigns
• Data Unlocks Influence - Leveraging real-time data earns a strategic seat at the table across marketing, sales, and retail
• Structure Drives Speed - Combining media, digital, and eCommerce enables faster execution and creates more career growth opportunities

Hosted on Acast. See acast.com/privacy for more information.

Josh explains why building emotional connections is now just as important as product innovation and how MGA is adapting to cultural trends, digital engagement, and retail media shifts. With iconic brands like Bratz, Little Tikes, LOL Surprise, and Miniverse, MGA is tapping into nostalgia, social media virality, and the rise of adult collectors to expand its audience beyond kids and parents. For marketers navigating rapidly changing consumer behaviors, this episode explores how to blend entertainment, retail, and social influence to drive brand longevity and sales.

Key Takeaways

• Brand Building is Bigger than Products – Emotional connections drive demand and long-term success.
• Retail and Social Must Work Together – Cultural moments and influencer engagement fuel conversion.
• Consumer Behavior is Changing Fast – Nostalgia, adult collectors, and digital communities are reshaping the toy industry.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of BRAVE COMMERCE, Neil Shah, Chief Commercial Officer at SharkNinja, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss how SharkNinja has grown from a single category company into a $5.5 billion global brand spanning more than 36 categories. Neil shares how SharkNinja’s consumer first approach fuels rapid innovation, ensuring every product meets four key criteria: speed to market, superior performance, five star quality, and strong value. He explains how the brand’s relentless focus on consumer insights, viral marketing, and omnichannel execution creates category defining products, from robot vacuums to slushy machines.

For brands looking to drive innovation and win in retail, this episode provides insights into leveraging consumer feedback, optimizing go to market strategies, and integrating retail media with organic demand generation.

Key Takeaways

• Consumer First Innovation Wins – Every SharkNinja product must be faster, better, and higher quality than competitors.
• Five Star Ratings Drive Demand – Product excellence fuels organic reviews, search rankings, and omnichannel success.
• Virality is a Growth Engine – Social media insights shape product development and amplify consumer engagement.

Hosted on Acast. See acast.com/privacy for more information.

With a background spanning legacy CPG and digitally native brands, Steve offers a unique perspective on full-funnel marketing, measurement, and retail partnerships. He explains how Curology is using retail as a brand awareness engine, connecting physical shelf presence with its DTC prescription model to maximize consumer engagement and lifetime value.

For brands navigating omnichannel expansion, this conversation offers actionable insights on balancing brand and performance marketing, integrating data for smarter decision-making, and fostering cross-functional collaboration. Tune in to learn how to future-proof your brand in the evolving retail landscape.

Key Takeaways

• Retail as a Brand Awareness Engine – Physical retail builds credibility and visibility while introducing consumers to a brand’s broader ecosystem.
• Full-Funnel Marketing is Critical – Success in omnichannel requires seamless integration between brand-building and performance-driven strategies.
• Data-Driven Decision-Making Powers Growth – Understanding how investments in DTC and retail interact is key to optimizing profitability and consumer engagement.

Hosted on Acast. See acast.com/privacy for more information.

With a decade of experience in category leadership, Ben shares how data-driven decision-making, cross-channel coordination, and agile responsiveness are essential for modern brand success. He discusses the changing role of syndicated data providers, the growing influence of retail media, and how companies like Coca-Cola, Keurig Dr Pepper, and Monster Energy are setting the standard for omnichannel excellence.

Throughout the conversation, Ben offers valuable insights on bridging internal silos, empowering sales teams to think digitally, and reshaping organizational structures to meet the demands of today’s marketplace. If you’re a brand leader looking to win across in-store and online, this episode is packed with strategic takeaways you won’t want to miss.

Key Takeaways

• The Digital Shelf is the New Battleground – Just as eye-level placement dominates in-store, top search rankings are critical for online sales success.
• Cross-Channel Coordination is Essential – Winning in today’s market requires seamless alignment across in-store sales, digital commerce, retail media, and category management.
• Curiosity and Agility Drive Success – Leaders who embrace data-driven decisions, organizational collaboration, and evolving shopper behaviors will outperform competitors in an ever-changing landscape.

Hosted on Acast. See acast.com/privacy for more information.

Farrah and Josh share how their organizations structure media investments, the challenges of defining retail media within broader marketing strategies, and the increasing role of first-party data, closed-loop attribution, and creative excellence in optimizing retail media spend. They also debate whether retail media should be held to the same standards as traditional brand media and how organizations can best structure teams to ensure cohesion, measurement rigor, and budget fluidity.

From the latest trends in eCommerce, omnichannel marketing, and consumer data strategies to the future of media investment, this conversation offers invaluable insights for brands looking to maximize ROI in an era where digital and retail media are increasingly intertwined.

Key Takeaways:

• Retail Media vs. Brand Media: How brands define and allocate budgets across national, retail, and digital channels to drive performance
• Rethinking Measurement: Why ROAS isn’t enough and how incrementality, CLV, and brand lift are shaping modern media strategies
• Creative & Media Maturity: The role of video, platform differentiation, and retailer partnerships in maximizing retail media effectiveness

Hosted on Acast. See acast.com/privacy for more information.

This engaging conversation delves into how demographic shifts, such as Gen Z's fluidity and Gen Alpha's diversity, are redefining commerce. The panelists explore the role of AI in personalizing consumer experiences, optimizing creative production, and driving innovation in supply chains. From the rising importance of real-time data to evolving retail media strategies, the discussion highlights actionable ways brands can adapt to these changes while focusing on ROI and market share.

Discover how leaders across the ecosystem are preparing for the next five years of commerce by integrating cutting-edge AI, breaking down silos for better collaboration, and embracing omnichannel approaches to meet consumers where they are.

Key Takeaways:

• Generational Shifts in Consumer Behavior: Learn how changes in demographics and culture influence consumer expectations and brand loyalty
• AI as a Driver of Innovation: Explore how companies like Nestlé and Meta are using generative AI for creative personalization, R&D efficiency, and media optimization
• Omnichannel Collaboration: Understand the importance of integrating real-time data, retail media, and personalized strategies to create seamless consumer experiences

Hosted on Acast. See acast.com/privacy for more information.

Discover how Soda Health leverages innovative fintech solutions to connect health benefits to retail and CPG opportunities, enabling seniors to make preventative purchases ranging from OTC medications to healthy food options. Julie and Jared discuss how retailers are stepping up to engage this high-value demographic, and why brands need to act now to capture their share of this burgeoning market.

With real-world insights into evolving consumer health trends, actionable advice for brands, and a vision for the future of personalized health benefits, this episode is a must-listen for those ready to innovate at the intersection of health, commerce, and consumer behavior.

Key Takeaways:

• Understand the Opportunity: Discover how $30 billion in Medicare Advantage dollars can fuel incremental sales for brands and retailers
• Engage the 65+ Consumer: Learn how to connect with this growing, health-focused demographic in meaningful and compliant ways
• Actionable Steps for Brands: Gain insights on how to unlock this market with targeted outreach, data-driven campaigns, and measurable ROI

Hosted on Acast. See acast.com/privacy for more information.

Rachel shares exclusive data from MikMak, revealing a 97 percent drop in TikTok traffic and highlighting how SMBs and challenger brands are adapting faster than their larger counterparts. Together, they dissect the risks and rewards of balancing short-term ROAS with long-term brand equity in an era of heightened scrutiny on platform ethics and safety.

As they dive deeper, Rachel and Sarah discuss retail media's growing role as a brand-safe alternative and how advertisers can leverage diverse media investments to align with their values while driving conversions. Whether you're a CMO, brand strategist, or curious listener, this episode provides actionable takeaways for navigating today’s volatile media ecosystem.

Key Takeaways

• TikTok and Meta's Decline: Understand the repercussions of TikTok's temporary ban and Meta's fact-checking changes on brand traffic and advertising strategies.
• Data-Driven Shifts: Learn why brands are pivoting ad spend toward Alphabet, Pinterest, and retail media for safer and more efficient audience engagement.
• Balancing Values with KPIs: Discover how brands can align media investments with ethical standards and long-term shareholder value without compromising short-term goals.

Hosted on Acast. See acast.com/privacy for more information.

Jean-Paul reveals Mars’ research-driven approach to understanding pet parents’ needs and delivering value through targeted solutions. He also highlights the company’s efforts to balance affordability with premium offerings and how retail data drives personalization and growth.

The conversation dives into Jean-Paul’s bold career pivot to eCommerce, his leadership philosophy, and how Mars stays ahead in a competitive market by focusing on innovation, collaboration, and pet parent obsession.

Key Takeaways:

• Innovative Strategies: How Mars uses research and insights to create pet-focused products and solutions
• Retail Media ROI: Harnessing data to deliver effective, targeted campaigns
• Leadership Insights: JP’s approach to building teams and driving change in a fast-evolving industry

Hosted on Acast. See acast.com/privacy for more information.

Kris highlights how Newell Brands is tackling industry challenges by staying consumer-focused and embracing innovation. From launching standout products like the Sharpie Creative Marker to leveraging insights to meet unmet needs, she details how her team is setting new standards for growth and differentiation.

Whether you're navigating brand strategy or looking for fresh approaches to innovation, Kris’s insights offer actionable inspiration for excelling in today’s dynamic marketplace.

Key Takeaways:

• Four Key Operating Principles: How knowing users, trends, and product differentiation drives growth
• Turning Challenges into Opportunities: How data and innovation can help navigate and capitalize on headwinds
• Consumer-Centric Innovation: How understanding unmet needs and leveraging consumer insights can drive breakthrough product launches

Hosted on Acast. See acast.com/privacy for more information.

Key Takeaways:

● Bridging Brand and Retail: How Michelle applies her unique background to transform Ulta’s marketing strategies

● Social at the Center: The role of real-time insights and micro-trends in shaping Ulta’s customer experiences

● Building Loyalty and Monetizing Media: Insights into leveraging loyalty programs and

Hosted on Acast. See acast.com/privacy for more information.

Ashley Becker, VP of Global eCommerce Capabilities at Kraft Heinz, and Mike Geller, President of eCommerce and Digital at Newell Brands, joined BRAVE COMMERCE host Sarah Hofstetter on stage for a dynamic discussion on whether brands should maintain distinct strategies for online and offline commerce or embrace a fully integrated omnichannel approach.

This conversation explores how brands can best meet consumer expectations across diverse touchpoints. Ashley and Mike share practical strategies for delivering seamless experiences both online and offline. They discuss navigating interactions across channels, fostering collaboration, and adapting to create a unified omnichannel approach.

Key Takeaways:

• Understanding the Consumer Journey: How multiple touchpoints influence buying decisions.
• Fostering Collaboration: Breaking down silos for cohesive, consumer-first strategies.
• Omnichannel Excellence: Balancing distinct approaches with an integrated strategy to maximize impact.

Hosted on Acast. See acast.com/privacy for more information.

While reflecting on the industry’s transformation—from manual processes to AI-driven supply chain optimization—Greg focuses on the next big shifts shaping logistics, including automation, sustainability, and customer-centric innovations. The conversation highlights emerging trends in consumer behavior and explores what lies ahead for eCommerce in 2025.

Sustainability takes center stage as Greg outlines DHL’s ambitious goals for carbon neutrality, investments in sustainable aviation fuels, and innovative programs like Go Green Plus. His perspective underscores how bold, strategic decisions can drive growth and ensure resilience in a competitive landscape.

Key Takeaways:  

• The Evolution of Logistics: Explore pivotal moments over three decades, including the rise of eCommerce, automation, and AI’s potential to reshape customer service and supply chain management.  
• Sustainability in Action: Learn about DHL’s $7 billion investment in sustainable aviation fuel and initiatives like Go Green Plus, enabling customers to offset carbon emissions.  
• Leveraging Logistics for Growth: Understand how shifts in global shipping, supply chain optimization, and customer-centric delivery innovations can create opportunities in a competitive eCommerce environment.

Hosted on Acast. See acast.com/privacy for more information.

Victoria shares Crayola's enduring purpose rooted in fostering creativity for over 120 years and how this mission influences everything from the company's nimble operations to its strategic diversification into entertainment and location-based experiences. Learn how Crayola remains a household staple while expanding its role in children’s development and education.

The conversation also explores how Crayola balances its global brand presence with challenges in international markets, its decision to move away from DTC (direct-to-consumer) fulfillment, and the bold leadership moves that keep the brand thriving. Victoria reflects on the bravery of personal milestones and the ongoing journey of maintaining a brand cherished across generations.

Key Takeaways:

• Purpose-Driven Innovation: How Crayola's mission to nurture creativity shapes its operations and business strategies.
• Adapting to Market Dynamics: Insights into Crayola’s global brand strategies and why they pivoted away from DTC commerce.
• Enduring Legacy: The evolving role Crayola plays in shaping children’s lives through education, entertainment, and creative tools.

Hosted on Acast. See acast.com/privacy for more information.

Sucharita discusses the challenges facing major consumer product brands as private labels and niche competitors continue to disrupt the market. From grocery aisles to luxury goods, she explains how consumers are increasingly trading down to value brands or splurging on high-end offerings, leaving middle-tier players scrambling to remain relevant. Her insights offer critical strategies for brands to adapt, including leveraging innovation, rethinking pricing strategies, and embracing diverse supply chains to mitigate potential tariff impacts under the new administration.

Looking ahead, Sucharita provides a cautiously optimistic outlook, highlighting opportunities for brands that prioritize agility and customer engagement. She also shares bold predictions about the future of marketing investments, the role of distribution in a digital-first world, and how brands can stay competitive in the face of evolving consumer expectations. Whether you're a brand leader, marketer, or eCommerce specialist, this episode is packed with actionable insights to help navigate the complexities of today’s commerce environment.

Key Takeaways:

• Resilient Spending Amidst Economic Uncertainty: Consumers continue to shop at high rates despite economic unease, focusing on value and premium goods while avoiding middle-tier options.
• Private Labels & Disruption: The rise of private labels and niche competitors poses a major threat to established brands, requiring innovative strategies to reclaim market share.
• Preparing for Tariffs and Future Shocks: Diversified supply chains and strategic foresight are crucial for navigating potential policy changes and maintaining brand resilience.

Hosted on Acast. See acast.com/privacy for more information.

Katie discusses Haleon's bold mission to redefine consumer health through trusted science and meaningful consumer connections. From developing a clear North Star to ensuring seamless brand transitions, she reveals how purpose anchors Haleon's decisions and fosters resilience amid change. Katie also highlights the growing importance of addressing consumer health holistically, blending physical and mental well-being, and adapting to the influence of digital platforms and creators in shaping health narratives.

The conversation culminates with insights into Katie's leadership philosophy, emphasizing inclusivity and courage in decision-making. Whether addressing the power of brands or collaborating with retail partners on integrated media strategies, Katie's approach underscores the value of agility, authenticity, and innovation in today's fast-evolving commerce landscape.

Key Takeaways:

• Purpose as a Compass: Establishing a clear mission helps organizations make cohesive decisions and maintain focus during transformative periods.
• Adapting to Evolving Consumer Needs: Integrating holistic health solutions and leveraging digital and social platforms are crucial for connecting with modern consumers.
• Unified Teams for Agility: Bringing together media, shopper marketing, and consumer experience teams fosters quick, aligned responses to retail and market shifts.

Hosted on Acast. See acast.com/privacy for more information.

This episode features a live recording from that event and features Marcia Resnick, Head of eCommerce at Pernod Ricard, Kevin Shapiro, SVP, US Consumer Beauty Brands at COTY, and Jessica Goon, CMO at Tate’s Bake Shop in conversation with MikMak’s Kayla Darcey.

In some ways, it has never been easier to connect with consumers, but it has also never been more complicated. Whether via traditional advertising, retail media, influencers, CTV, or the myriad other channels brands need to develop authentic relationships with consumers that fuel commerce. This episode explores how three very different brands approach digital consumer engagement and leave you with new ideas for your own media strategy.

Hosted on Acast. See acast.com/privacy for more information.

Matthew also explores the pivotal role data plays in shaping consumer understanding. By leveraging advanced analytics, Mars identifies emerging trends, tailors campaigns to meet diverse consumer needs, and ensures its messaging resonates across global markets. His insights illuminate how brands can create deeper connections with their audiences in an increasingly digital landscape.

Finally, the conversation highlights the importance of innovation in fueling growth. From developing new products that cater to shifting preferences to embracing cutting-edge technologies, Matthew reveals how Mars stays ahead of the curve. This episode offers invaluable lessons for marketers and business leaders striving to thrive in a competitive and dynamic marketplace.

Key Takeaways:

• Balancing Tradition with Modernity: Learn how Mars integrates its iconic legacy with forward-thinking strategies to stay relevant.
• Data-Driven Consumer Insights: Discover how Mars utilizes data to uncover trends and shape consumer-centric marketing campaigns.
• Driving Growth Through Innovation: Understand the role of innovation in developing products and campaigns that meet evolving consumer expectations.

Hosted on Acast. See acast.com/privacy for more information.

Diving deeper, Meghan discusses the importance of nurturing curiosity and challenging the status quo, key traits that have fueled her success. She explores her approach to cultivating a team mindset at PepsiCo, where ambiguity and rapid change require a culture of continuous learning and adaptability. Meghan explains how she motivates her team to embrace these challenges, seeing obstacles as opportunities to innovate and collaboratively push forward digital transformation across PepsiCo's well-known brands.

In the latter part of the episode, Meghan shares her insights into PepsiCo’s commitment to talent and technology as cornerstones for its success. She highlights the importance of strong partnerships with retailers and the focus on getting the fundamentals right. Wrapping up, Meghan reflects on her bravest career move, a leap from T-Mobile to Amazon, which pushed her out of her comfort zone and laid the foundation for her growth as a resilient, forward-thinking leader.

Key Takeaways:

• Curiosity and comfort with ambiguity are critical for thriving in the ever-evolving world of digital commerce.
• PepsiCo's omni-channel transformation is powered by a blend of talent, technology, and end-to-end strategic thinking.
• Strong partnerships and a focus on fundamentals, such as in-stock availability, drive sustained success in digital and in-store channels.

Hosted on Acast. See acast.com/privacy for more information.

Mesh goes on to introduce Cumulus Coffee Company, his latest venture. Built on the observation that consumers increasingly crave iced coffee yet struggle to create a premium experience at home, Cumulus aims to make café-quality cold brews and nitro-infused coffee accessible on demand. He highlights the science behind cold brew's smoother taste and discusses the challenges and breakthroughs involved in making a nitrogen-infused beverage without specialized equipment.

To wrap up, Mesh shares insights into his DTC and B2B growth strategies for Cumulus, highlighting opportunities in office spaces, bars, and luxury hotels where customers seek elevated coffee experiences. Reflecting on his career, Mesh reveals the brave step that changed his life: taking Howard Schultz’s invitation to “stay in touch” seriously. His decision to follow up led to a career-defining relationship, reinforcing the importance of courage and follow-through in the world of commerce.

Key Takeaways

• Seizing Opportunities: Gelman’s career pivot highlights the importance of embracing new opportunities and not shying away from bold introductions that could change one’s trajectory.
• Cold Coffee Revolution: Cumulus Coffee aims to fill the gap in the cold coffee market, bringing café-level quality into consumers’ homes through innovation.
• Power of Follow-Through: Mesh’s decision to follow up with Howard Schultz exemplifies how brave, consistent actions can lead to profound professional and personal growth.

Hosted on Acast. See acast.com/privacy for more information.

Linda also reveals how Danone stays ahead in a dynamic and competitive CPG landscape by constantly evolving its portfolio to meet consumer demands. From reducing sugar to expanding plant-based offerings, Danone remains committed to sustainability and health-conscious choices. Additionally, Linda touches on exciting brand initiatives like Oikos’ partnership with HBCUs to improve student nutrition and support athletes.

As a marketing leader and professor, Linda reflects on how she stays relevant in a rapidly changing industry, engaging with younger generations and embracing digital commerce. She also shares her approach to career bravery, encouraging women to be direct and ask for what they want—whether in the boardroom or beyond.

Key Takeaways:

• Danone's commitment to balancing performance with purpose through its B Corp certification and mission-driven leadership.
• How Linda’s leadership journey at PepsiCo shaped her holistic understanding of business, from sales to marketing and finance.
• The impact of Danone’s innovations and partnerships, like the Oikos nutrition program, on community health and brand growth.

Hosted on Acast. See acast.com/privacy for more information.

Michael also delves into the importance of human connections and making strategic bets on people. Sharing anecdotes from his career, he emphasizes the value of trusting instinct when identifying talent and why relationships built on trust and transparency are essential for long-term success. Whether it’s finding that "lightning in a jar" in potential hires or maintaining a network of trusted industry leaders, Kassan explains how people remain the core of his business philosophy.

Finally, the conversation turns introspective as Michael reflects on his legacy and lessons learned from past leadership decisions. He openly discusses one of his greatest business regrets and how it has shaped his perspective moving forward. With a mix of wisdom and humility, Michael shares what he hopes the industry will say about him in the future and offers advice for the next generation of entrepreneurs navigating the ever-evolving world of commerce.

Key Takeaways:

• The Power of the 3 C's: Michael discusses the creation of 3C Ventures, grounded in the pillars of Consulting, Convening, and Co-investing, and how these principles are shaping his new business ventures.
• Betting on People: Michael emphasizes the importance of spotting potential in people—what he calls "lightning in a jar"—and how trust, transparency, and talent fuel success.
• Legacy and Leadership: Reflecting on his career, Michael shares his thoughts on leaving a lasting impact, the lessons learned from past regrets, and how he's guiding the next generation of industry leaders.

Hosted on Acast. See acast.com/privacy for more information.

Janda Lukin, Chief Marketing Officer at Campbell’s Snacks and Mike Pierson, Chief Customer Officer at Campbell’s Snacks joined BRAVE COMMERCE host Sarah Hofstetter on stage for a conversation about collaboration in the c-suite that drives omnichannel success. They look at this collaboration specifically in light of the recent launch of Campbell’s Snacks’ Goldfish Crisps product.

Discover how the iconic Goldfish cracker brand expanded its appeal beyond kids to become a beloved all-family snack. From strategic pivots based on insights to cross-functional partnership  between sales and marketing, this conversation delves into the keys to a successful launch. You'll hear about the importance of partnership, alignment on KPIs, and the creative solutions that brought this product to life, including how they overcame challenges in retail and leveraged consumer insights for explosive growth.

Listen to this episode and/or find the video of this session here. 

Key Takeaways:

• Insight-Driven Innovation: Goldfish capitalized on the insight that nearly 50% of its consumption came from adults, leading to a strategic pivot to expand its audience beyond children.
• Cross-Functional Collaboration: The success of the Goldfish Crisps launch was fueled by seamless teamwork between sales and marketing, united by common goals and transparent communication.
• Retail Strategy & Execution: A well-coordinated approach with retail partners, combining in-store displays and digital shelf optimization, was crucial in making the launch one of the brand's most successful to date.

Hosted on Acast. See acast.com/privacy for more information.

Kerry dives into the differences between managing large, structured organizations and working alongside visionary founders like Katherine Power at Versed. She reflects on the importance of adopting a “scrappy” mindset, leveraging big brand best practices while embracing the agility required to scale emerging brands. Kerry also shares her approach to recruiting for growth-stage companies and the critical role of immersing herself in various aspects of the business, from marketing to warehouse operations.

As Kerry discusses the evolving beauty landscape, she emphasizes the importance of authenticity, understanding consumer needs, and balancing new trends with proven business practices. Her insights into modern influencer marketing, the future of TikTok Shop, and global expansion make this a must-listen for anyone interested in the future of beauty brands.

Key Takeaways:

• The power of merging big-brand expertise with indie brand agility to foster growth and innovation.
• Insights into navigating full-funnel marketing strategies for emerging beauty brands in today’s digital and retail environment.
• The importance of human touch, authenticity, and strategic risk-taking in building successful beauty brands.

Hosted on Acast. See acast.com/privacy for more information.

Shane also delves into Diageo’s innovative use of generative AI to drive cost efficiencies, enhance content creation, and gain critical consumer insights. He highlights the UK’s forward-thinking approach to retail media and how it's influencing Diageo's omnichannel strategy. Lastly, Shane reflects on Diageo’s commitment to fostering an inclusive workplace, especially in its efforts to recruit, engage, and retain Gen Z talent, ensuring the company remains vibrant and innovative.

Key Takeaways:

• How Diageo is leveraging generative AI for cost efficiencies and personalized marketing at scale.
• The importance of retail media in Diageo’s UK strategy and its potential to rival traditional advertising channels.
• Diageo’s approach to creating a diverse and inclusive workforce, particularly in engaging Gen Z employees.

Hosted on Acast. See acast.com/privacy for more information.

Genc delves into the complexities of marketing products with extended lifecycles, like Whirlpool's iconic KitchenAid mixers, compared to the faster-paced, repeat-purchase models of CPG. He explains how Whirlpool navigates this difference by focusing on the lifetime value of their customers through digital services, subscriptions, and connected technology. Genc also highlights the importance of IoT integration in appliances, giving Whirlpool real-time insights into product usage and consumer behavior to continually refine their product development and marketing strategies.

The conversation takes a deeper dive into breaking down silos between marketing, tech, and R&D functions at Whirlpool. Genc shares his thoughts on bridging these gaps, drawing from his experiences at P&G and his philosophy of cross-functional collaboration. As the conversation concludes, Genc opens up about the bravest moment of his life—overcoming a personal health challenge and how it shaped his professional and personal outlook.

Key Takeaways:

• Leadership evolution: From reverse mentoring to navigating a new industry.
• How IoT and real-time consumer insights shape product innovation at Whirlpool.
• The importance of breaking down silos between marketing and technology for a holistic business approach.

Hosted on Acast. See acast.com/privacy for more information.

Oshiya explains Maesa's dual focus on brand incubation and scaling, detailing their strategy of forging exclusive retail partnerships to drive growth while maintaining brand authenticity. By balancing organic marketing efforts with influencer-led content, Maesa navigates the fine line between mass distribution and direct-to-consumer models. This dynamic approach helps them consistently deliver innovative products to market while fostering deep relationships with retailers and consumers alike.

In a personal reflection, Oshiya discusses her professional journey from global corporations like Unilever to leading at Maesa. She emphasizes the importance of hands-on leadership, innovation, and embracing a nimble mindset in a fast-paced industry. Tune in to hear Oshiya’s insights on building brand heat, the future of D2C, and her advice for staying brave in a rapidly changing marketplace.

Key Takeaways:

• Disrupting Declining Categories: How Maesa targets overlooked markets to create innovative, scalable brands.
• Retail Partnerships & Exclusivity: The importance of strong retailer relationships in building successful beauty brands.
• The Role of Influencer Marketing: How Maesa leverages authentic influencer content to drive brand growth and visibility.

Hosted on Acast. See acast.com/privacy for more information.

On this special episode, host Rachel Tipograph sits down with Tia and Karima to discuss the inspiration behind 4U by Tia, their strategic partnership with Walmart, and their approach to building a profitable, values-driven brand.

Tia’s vision for 4U by Tia stemmed from her personal frustration with the lack of accessible products for textured hair. Embracing the motto “If you don’t see it, be it,” she turned her passion into action. Karima, with her extensive experience in brand marketing, plays a pivotal role in channeling Tia’s passion into a thriving business.

Central to their success is a strong sense of community. Tia’s deep connection with her audience, built over years, has been key to their organic social growth. Whether on Instagram, TikTok, or Facebook, the 4U by Tia brand consistently shows up where their fans are.

Influencers also gravitate toward the brand, bringing fresh ideas for promotion. Tia and Karima take a thoughtful approach to nurturing long-term partnerships with these influencers, ensuring the relationships go beyond one-off transactions.

Listen to this episode and/or find the video of this session here. 

Key Takeaways:

• When it comes to partnerships - it’s a relationship - there has to be trust
• Align your community your product your messaging to achieve success
• The old brand template will not meet the needs of today’s consumer

Hosted on Acast. See acast.com/privacy for more information.

Parbinder shares insights into how CVS integrates its loyalty data with both on-site and off-site media, ensuring every interaction is measurable and attributing value back to the retailer and its partners. He also discusses the significance of CVS's omnichannel strategy, which is built to meet consumers where they are—whether online or in-store. This conversation delves into the crucial role that loyalty programs play in driving retail media success and how CVS is setting new standards for the industry.

Tune in to hear about the future of retail media in a world where cookie deprecation is imminent and data-driven personalization is key. Parbinder offers a deep dive into how CVS is not only keeping up with industry trends but leading the charge in innovation and consumer connectivity.

Key Takeaways:

• Loyalty as a Differentiator: Discover how CVS's ExtraCare program provides a foundation for personalized consumer experiences, driving both digital and physical growth.
• Omnichannel Engagement: Learn about CVS's approach to blending online and in-store interactions, ensuring that consumers can seamlessly transition between channels.
• Future of Retail Media: Understand how CVS is preparing for the cookie-less future, focusing on data-driven targeting and measurable attribution in both on-site and off-site media.

Hosted on Acast. See acast.com/privacy for more information.

Ken dives deep into the role of creativity and data in digital commerce, highlighting how Unilever leverages innovative content and media strategies to engage with consumers online. He discusses the critical role of category management and the analytical mindset that underpins successful eCommerce operations. Ken also explores how he keeps the human touch alive within the vast, process-driven environment of Unilever by fostering strong internal communities and ensuring the eCommerce team remains tightly connected and effective.

Listeners will gain valuable insights into the intersection of creativity and data, the importance of storytelling within the organization, and how to champion the relevance of eCommerce in a company where it may only represent a small percentage of overall sales. Whether you're leading a small team or managing digital commerce for a global giant, Ken's experiences offer lessons in leadership, innovation, and the power of pushing beyond your comfort zone.

Key Takeaways:

• The importance of blending an analytical approach with creativity in digital commerce.
• How to successfully navigate the cultural and operational shifts from a small company to a global corporation.
• The value of internal storytelling to drive eCommerce adoption within large organizations.

Hosted on Acast. See acast.com/privacy for more information.

Sarah dives into the unique culture at Samsung, where a "never satisfied" mentality drives continuous innovation. She explains how the company’s ethos of accountability and relentless improvement resonates with her own approach to marketing leadership. This conversation offers listeners insight into how Samsung maintains its position as a leader in the consumer electronics industry by anticipating consumer needs and fostering a culture of experimentation.

Finally, Sarah discusses her bold approach to influencer marketing, highlighting the importance of genuine partnerships over transactional relationships. She reveals how Samsung’s focus on culturally relevant content and smart, creative storytelling has paid off in both brand health and sales.

Key Takeaways:

• Discover how Sarah Larsen’s early love for marketing shaped her approach to leadership at Samsung.
• Learn about Samsung’s unique company culture and how it drives innovation and accountability.
• Understand Samsung’s unconventional influencer marketing strategy and its impact on brand health and sales.

Hosted on Acast. See acast.com/privacy for more information.

Axel also dives into the unique dynamics of the Chinese market, explaining why it's a bellwether for global trends. He explores how China’s digital ecosystem, particularly the dominance of platforms like WeChat and the boom in live streaming, sets the pace for innovation in commerce. The conversation touches on the challenges and opportunities of translating these trends to other regions, and the nuances that make certain strategies succeed in one market while struggling in another.

Finally, the episode delves into the concept of the "desire economy," where luxury and beauty brands thrive by creating products that consumers don't just want, but deeply desire. Axel discusses how today's consumers engage in an endless loop of inspiration, exploration, and community interaction, reshaping the traditional marketing funnel. With influencers now playing a pivotal role in purchasing decisions, Axel offers a fresh perspective on how brands can navigate and leverage this new landscape to build lasting connections with their audience.

Key Takeaways:

• Global Digital Transformation: Explore the fundamental shifts in digital media, data-driven marketing, and consumer engagement that are transforming the global commerce landscape.
• China’s Influence: Understand the unique role of China as a trendsetter in digital commerce, and how its rapid innovation cycles provide valuable lessons for other markets.
• The Desire Economy: Learn how luxury and beauty brands are capitalizing on the "desire economy," where consumer motivation is driven by a deep connection to brand values and social validation.

Hosted on Acast. See acast.com/privacy for more information.

Ryu discusses the company's strategic integration of media, digital marketing, and eCommerce, explaining how this convergence is reshaping Unilever's approach to the marketplace. He reflects on his journey from traditional brand management to running a direct-to-consumer startup, and how these experiences inform his current role. With an emphasis on data-driven decision-making and omni-channel strategies, Ryu highlights the importance of agility and adaptability in today’s fast-paced digital landscape.

Listeners will gain valuable insights into how Unilever is positioning itself to thrive amidst competition from both established brands and disruptive challengers. Ryu also touches on the critical role of retail media and the evolving relationship between sales and marketing in the age of digital commerce. Whether you’re a CPG marketer, digital strategist, or simply interested in the future of commerce, this episode offers a fascinating look into the inner workings of one of the world's largest consumer goods companies.

Key Takeaways:

• Media and Commerce Convergence: How Unilever is integrating media, digital marketing, and eCommerce to create a more cohesive and outcome-oriented approach.
• Leadership Insights: Ryu Yokoi's unique career path and how his experiences have shaped his leadership in driving digital transformation at Unilever.
• Competitive Edge in Digital Commerce: The strategies Unilever is employing to stay ahead of both legacy competitors and emerging challenger brands in a rapidly evolving marketplace.

Hosted on Acast. See acast.com/privacy for more information.

Lehrfeld delves into Walmart Connect's journey from focusing primarily on lower-funnel sales metrics to embracing a holistic, full-funnel approach that addresses both performance and brand-building needs. He highlights the increasing collaboration between sales and marketing teams within organizations and the necessity of bridging the gap to provide comprehensive advertising solutions. Lehrfeld's extensive experience in media buying and brand metrics brings a unique perspective on the future of retail media and its growing influence.

As the retail media space continues to expand, Lehrfeld discusses Walmart Connect's strategies to remain competitive against major players like Disney and Meta. He explains how better targeting, data infusion, and innovative measurement techniques are crucial in delivering value to clients and driving sales. This episode is a must-listen for anyone looking to understand the dynamic intersection of media, marketing, and retail.

Key Takeaways:

• Integrating Creativity and Data: Lehrfeld highlights the importance of combining creativity with data and AI to enhance advertising effectiveness and solve complex business challenges.
• Full-Funnel Approach: Walmart Connect's evolution from a focus on lower-funnel metrics to a comprehensive full-funnel strategy, addressing both performance and brand-building objectives.
• Competitive Edge in Retail Media: Strategies employed by Walmart Connect to compete with major advertising players, emphasizing the role of better targeting, data integration, and innovative measurement in driving client value and sales.

Hosted on Acast. See acast.com/privacy for more information.

As the conversation progresses, Bryan outlines the evolution of Ibotta into a powerful B2B white-label software platform for retailers, significantly expanding its reach and impact. He highlights the company's four-word mission—"make every purchase rewarding"—and explains how this mission extends beyond Ibotta's direct-to-consumer app to powering loyalty programs for major retailers like Walmart, Dollar General, and Family Dollar. This shift has enabled Ibotta to reach 91% of American households and positions the company to potentially give away billions of dollars in rewards annually.

The discussion also explores the intricacies of change management and the challenges of scaling a business while maintaining its core values. Bryan shares valuable insights into the strategies that have driven Ibotta's success, including the importance of performance-based marketing, agile budgeting, and leveraging data to understand consumer behavior. By emphasizing the significance of agility, transparency, and continuous innovation, Bryan provides a blueprint for other entrepreneurs and marketers looking to navigate the complexities of modern e-commerce.

Key Takeaways:

• Innovative Scalability: Bryan Leach discusses ibotta’s journey from a consumer app to a B2B platform, highlighting the importance of innovation and scalability for sustained growth.
• Performance-Based Marketing: Emphasis on the power of performance-based marketing and agile budgeting, with a focus on measurable outcomes and efficiency in advertising spend, plus the future of “dynamic offers” as the next big AI-driven paradigm shift.
• Consumer Behavior Insights: Insights into the evolving consumer behavior patterns and the strategic importance of retaining brand loyalty amidst rising private label penetration.

Hosted on Acast. See acast.com/privacy for more information.

Lorran begins by introducing Perrigo and its extensive range of products that likely reside in every household. From allergy relief to infant formula, Perrigo's self-care categories are vast. Lorran highlights the company's unique position as both a manufacturer of national consumer brands and private label products for major retailers. This dual role allows Perrigo to reach a broad consumer base while building trust and loyalty through reliable and accessible products.

The conversation then shifts to the launch of Opill, a game-changing over-the-counter birth control pill. Lorran explains the meticulous planning and research that went into this launch, emphasizing the significance of providing accessible contraception to women across the United States. She discusses the comprehensive marketing strategy that included building awareness, trust, and a strong online presence to support the product's success. Lorran also touches on the collaborative efforts with retailers to ensure the product's visibility and accessibility in both physical and digital stores.

In the final segment, Lorran addresses the challenges of marketing products in what is considered a "blush category." She explains how Perrigo navigates sensitive health topics while building consumer trust and confidence. By leveraging data and insights from global markets and focusing on personalized consumer experiences, Perrigo effectively communicates the value and accessibility of their products. Lorran's insights into digital marketing, consumer behavior, and the strategic importance of private label products provide a comprehensive look at Perrigo's innovative approach to e-commerce and brand building.

Takeaways:

• Game-Changing Access: Perrigo's launch of Opill, the first over-the-counter birth control pill, marks a significant advancement in women's health, providing unprecedented access to contraception and supporting the ongoing conversation around women's reproductive rights.
• Strategic Retail Collaboration: Lorran highlights the importance of building retailer confidence through data-driven insights, global market research, and a comprehensive marketing strategy, ensuring successful product launches and sustained consumer interest.
• Navigating Sensitive Categories: Perrigo's approach to marketing sensitive health products involves creating personalized consumer experiences, leveraging global insights, and effectively communicating product benefits to build trust and loyalty among consumers.

Hosted on Acast. See acast.com/privacy for more information.

Kheri Tillman shares the journey of BlueTriton Brands, highlighting their impressive portfolio of regional spring waters like Poland Spring, Deer Park, and Arrowhead. She discusses the unique approach of sourcing water locally, the strategic acquisitions such as Saratoga, and the innovative launch of new products like ionized water brand, Action. Discover how BlueTriton is making waves in the market by staying true to its core values and adapting to consumer demands.

In this episode, Kheri also delves into her transition from publicly traded companies to a PE-backed portfolio, the challenges and opportunities in the ever-evolving beverage industry, and the importance of maintaining a strong brand presence amidst the rise of private labels. Learn how BlueTriton continues to thrive by embracing change, fostering clear communication, and celebrating successes.

Key Takeaways:

• Strategic Portfolio Management: Insights into BlueTriton's diverse range of water brands and the importance of local sourcing.
• Marketing and Innovation: How BlueTriton stays ahead with new product launches and targeted marketing strategies.
• Leadership in Change: Kheri Tillman’s approach to navigating industry changes and driving growth through effective leadership and communication.

Hosted on Acast. See acast.com/privacy for more information.

Diana and Amy emphasize how Cannes acts as a melting pot for creativity, data, and innovative collaborations, fostering an environment where groundbreaking ideas can flourish. They share anecdotes illustrating the serendipity of networking opportunities at Cannes, such as an impromptu meeting with Jay Shetty that blossomed into a fruitful partnership for Colgate Total. The conversation also highlights the importance of shifting from transactional interactions to visionary dialogues, allowing for the exploration of the art of the possible in brand marketing. 

Furthermore, the episode underscores the growing significance of retail media and its evolving role in the marketing ecosystem. Diana and Amy discuss the intersection of media, tech, and brand partnerships, shedding light on how retail media is no longer confined to the lower funnel but is now integral to creating a holistic storytelling experience. They also touch on the responsibility of marketers in the age of AI, emphasizing the need for ethical considerations and responsible innovation as the industry navigates this rapidly advancing landscape.

Key Takeaways:

The Value of Serendipitous Networking: Cannes Lions provides a unique environment where unplanned interactions, such as the encounter with Jay Shetty, can lead to innovative and impactful brand partnerships.

Retail Media's Evolving Role: Retail media is transforming from a lower-funnel tactic to a crucial component of holistic marketing strategies, enabling brands to create comprehensive storytelling experiences.

Responsible AI in Marketing: As AI becomes increasingly prevalent, marketers must prioritize ethical considerations and responsible innovation to shape the future of the industry positively.

Hosted on Acast. See acast.com/privacy for more information.

Rosenberg delves into the strategic pillars that have fueled PIM Brands' impressive 15% annual growth for over four decades. He outlines the company's focus on five key areas: innovation, consumption, distribution, promotion, and exportation. By maintaining a pulse on market trends, investing in technology, and expanding globally, PIM Brands has successfully navigated the ever-changing landscape of the confectionery industry. Rosenberg also highlights the significance of having a talented team and fostering a culture of continuous learning, which has been instrumental in achieving sustained growth and profitability.

Additionally, the episode touches on the personal aspects of running a family business, with Rosenberg's children now joining the company and bringing fresh perspectives and leadership. He shares his passion for the business and his approach to maintaining energy and enthusiasm after decades in the industry. Rosenberg's story is not just about building a successful company but also about creating a legacy that combines innovation, family values, and a genuine love for bringing moments of joy to consumers through their products. Tune in for a compelling conversation about resilience, strategic growth, and the sweet success of PIM Brands.

Takeaways:

• Strategic Growth Through Innovation: Learn how PIM Brands has maintained a 15% annual growth rate by focusing on five strategic pillars: innovation, consumption, distribution, promotion, and exportation.
• Adaptability and Market Awareness: Discover the importance of staying ahead of market trends, investing in technology, and expanding globally to navigate the ever-changing landscape of the confectionery industry.
• Family Business Dynamics: Gain insights into the benefits and challenges of running a family business, as well as the role of passion and enthusiasm in driving long-term success and building a lasting legacy.

Hosted on Acast. See acast.com/privacy for more information.

In spinning off Kellanova, Loretta oversaw the transition of 300 different IT systems, the creation of 7K+ individual user IDs, and did so while maintaining the supportive and fun culture that kept her at the company for so many years. The success of these transitions required that all bets were off as far as silos “We had a job to do and that was to make sure that we continued to supply our customers, continued to delight our consumers, and continued to keep running the business.”

Despite the 118 year legacy of the Kellogg’s brand, Kellanova is facing the future with a startup mentality and this perspective shift also triggered a cultural shift. The company added courage to its key values of accountability and integrity and they shaped their strategy in order to differentiate, drive and deliver. When it comes to data and analytics in particular, Loretta focuses on the business need or problem and backs their processes, tools, and goals into those needs. 

Every day requires thoughtful prioritization to meet the needs of so many brands across so many markets. Loretta balances speed, risk and value in order to help her team address organizational needs and assess new opportunities successfully. She emphasizes the need for strong partnerships to succeed in a cross-functional role.

Key Takeaways:

• Focus on what you are trying to achieve and finding the right solution for it
• In a time of change, transparency and teamwork are the keys to success
• Look after your talent and ensure they have a career path

Hosted on Acast. See acast.com/privacy for more information.

This episode, recorded on stage at the recent BRAVE COMMERCE Live event in NYC, features the professional wisdom these two industry leaders bring to their work every day.

Rachel launched MikMak with the strong belief that the boom in D2C did not signal the end of retail, but instead the need for enterprise brands to connect more directly with their consumers. As many challenger brands have moved into stores, their legacy competitors feel an even greater need to show up where their customers are spending time, and convert them effectively. MikMak creates shoppable experiences that put brands in the driver's seat with consumers. In turn, MikMak provides the data needed for these brands to make smarter marketing decisions. Additionally, this data strengthens brands positioning with the 7,000+ retailers in MikMak’s network. After a year that included two major acquisitions and several new partnerships, MikMak is better positioned than ever to empower the world’s brands to grow commerce-first, and to succeed in the emerging era of intelligent commerce.

Sarah’s company, Profitero, is the leading global commerce acceleration company offering a flexible suite of intelligence-driven solutions so that brands can grow profitably. Their integrated digital shelf analytics, shelf-intelligent activation and advisory services empower brands to optimize product availability, discoverability, and maximize conversions across 1,200+ retailers in 70 countries. With Sarah at the helm, Profitero has been recognized as the #1 Digital Shelf Provider by DCG, deemed a customer favorite on G2, and identified as an integral part of Publicis Groupe’s recognition as a commerce leader in the Forrester Wave™.  

After [finally] introducing their companies, Rachel and Sarah shift the discussion to the trends they are seeing in commerce and in the market including:

● The consumer is more digitally connected than ever before – 8 in 10 consumers say retail purchases are influenced by digital touchpoints (Profitero)

● 66% of traffic (as measured by MikMak) comes from Social, and the majority of that is from Meta

● Amazon is losing against Walmart when it comes to grocery, 50% decline in Amazon grocery traffic in the past 90 days (MikMak)

● There is a clear trend of shrinking basket size (MikMak), but profitability remains a priority with brands reporting a 116% increase in a dedicated focus on pricing and promotions (Profitero)

The market is different. To succeed in the era of intelligent commerce requires brands to beat the market where it is today. You’ve got the information and collaborative partnerships will help you understand what to do with it. Stay tuned for future episodes from BRAVE COMMERCE Live featuring the superstars of commerce.

Hosted on Acast. See acast.com/privacy for more information.

While that philosophy might be simple, succeeding at it is anything but. It starts by understanding the who and when of snacking. There are all kinds of consumers:  foodies, functional eaters, adventurers. There are also all kinds of times for a snack: on-the-go, with friends, fueling activities, and more. Sean knows that success comes from aligning the Utz brand portfolio with the consumer and with the occasion.

According to Sean, “once someone tries Utz, they love Utz” therefore a big part of expansion is to reach consumers who might not otherwise have thought of trying their products. Search has been key to this bottom of the funnel marketing. They pair search with a balance of retail and social media in order to increase amplification. This combination of channels provides multiple venues by which to educate consumers about their products, especially in new markets.

As a legacy brand with an embedded culture of in-store sales and discovery, internal storytelling is key to getting buy-in for digital initiatives. Sean uses the same skill set that helps him cut through the noise with consumers to cut through internal noise when influencing internal stakeholders.

As a self-taught marketer with an entrepreneurial spirit, Sean focuses on finding a message that resonates with his target audience, and that focus has helped him lead Utz to become the fastest-growing salty snack brand of scale in eCommerce according to Circana 1.

Key Takeaways:

• Build sales overnight and brands over time
• Storytelling is your most powerful tool to get buy-in with consumers and internal stakeholders
• Know your objectives and ensure that your investments are serving them 

1 Circana (Total E-Commerce with ePOS EMI-RMA Latest 26 Week Period Ending 4-21-24)

Hosted on Acast. See acast.com/privacy for more information.

A role at Mizkan, followed by taking a role with Hostess gave Dan the opportunity to lean into his passion for building. Whether it be building brands, building teams, or building strategy, Dan considers himself a builder first. 

One key to building brands is increasing household penetration and Dan learned to have a maniacal focus on customer acquisition during his time at Digitas. He shares a story about taking a whole new approach to increase usage for Philadelphia Cream Cheese. He took the lead from the consumer and embraced learnings about how they were using the product to create a new marketing strategy.

As a leader, Dan prioritizes communication. Even when he thinks he’s communicating too much, he has often realized he could do a little more. Now at J.M. Smucker, Dan sends a weekly email to keep the team informed about progress, united around goals, and clear about their next steps and objectives. 

Mentorship both from his leaders and from his team has been key to helping Dan grow as a leader. One mentor, Jill Baskin, former CMO of Hershey’s, helped him realize that there are “a lot of times when good can be good enough and a lot of times when great is not good enough and you have to strive for excellent.” Another mentor was someone who reports to Dan and whose example of balancing parenthood and career helped Dan think about how to make the right trade-offs when he became a father.

Key Takeaways:

• Take opportunities to differentiate yourself and your resume
• Listen to and learn from your consumer about how they use your product
• Model balance to help your team make the right trade offs for themselves

Hosted on Acast. See acast.com/privacy for more information.

As the conversation begins, Ben shares his early experiences consuming a standard American diet and dealing with health issues, which led him to focus on nutrition from a young age. This early interest guided him into the beverage industry, specifically focusing on functional beverages and probiotics. He shares how his work in kombucha and other fermented beverages sparked his fascination with the microbiome, the brain-gut axis, and their impact on cognitive function and emotional stability.

Ben then delves into OLIPOP's origins, explaining how the product is designed to mimic traditional soda while providing health benefits through fiber, prebiotics, and nutritional diversity. OLIPOP is positioned as the first fiber, prebiotic, functional soda on the market, aiming to offer consumers the familiar soda experience while improving their health.

The conversation touches on the challenges and strategies involved in creating a new market category, including the brand's focus on distribution, pricing, and accessibility. Ben explains OLIPOP's partnerships with insurance providers to make the product more accessible to those in high-need groups, as well as its participation in SNAP and its eligibility for HSA and FSA spending.

Ben also discusses OLIPOP's social media presence, particularly its successful use of TikTok as a marketing platform. He shares how the brand leveraged influencers and creative content to connect with younger audiences, as well as the balance between low and high funnel marketing strategies. Ben also sheds light on his approach to brand building including a focus on longevity, reflected in investments in channels like out-of-home advertising and connected TV.

Key takeaways: 

● Understand and address consumer needs with empathy and without judgment

● Balance affordability and accessibility in product distribution

● Invest in strategies that prioritize brand longevity through genuine storytelling and brand

Hosted on Acast. See acast.com/privacy for more information.

As the conversation begins, Luke reflects on his transition from the customer side back to the supplier brand side. One key theme throughout the interview is the emphasis on consumer-centricity. Luke stresses the importance of understanding and meeting the needs of consumers, who are ultimately people seeking meaningful experiences with brands. He also discusses the challenges of bridging the gap between different marketing disciplines and ensuring a unified brand experience across various touchpoints.

Collaboration emerges as a critical factor in navigating these challenges, with Luke advocating for partnership and open communication across functions. He acknowledges the difficulty of implementing consumer-centric strategies within large organizations but emphasizes the need for alignment and shared understanding of goals. Luke also highlights the role of processes and ways of working as enablers for effective collaboration.

The conversation extends to the rise of retail media and the changing dynamics between brand manufacturers and retailers. Luke emphasizes the importance of understanding consumer behavior and building direct relationships with consumers, regardless of the channel or platform. He predicts a continued shift towards personalized and integrated experiences driven by deeper consumer insights.

As the discussion concludes, Luke reflects on the future of consumer behavior and the evolving relationship between CPG companies and commerce. He shares a personal anecdote about the changing nature of the purchase journey, emphasizing the importance of product consideration and the role of social media in brand building.

Key takeaways:

●     Embrace industry disruption and adapt to changes like retail media and connected commerce

●     Stay adaptable and responsive to changing consumer needs

●     Acknowledge the inverted marketing funnel and focus on product consideration and post-purchase experiences

Hosted on Acast. See acast.com/privacy for more information.

Nathalie attributes her long tenure with L'Oréal to the company's commitment to providing growth opportunities and a culture that encourages learning and innovation. She emphasizes the importance of stepping out of one's comfort zone and embracing opportunities for personal and professional development.

Nathalie also advocates for leading with empathy, citing it as a vital trait for fostering trust, psychological safety, and diversity of thought within teams. She rejects the notion that vulnerability equates to weakness; asserting that it takes courage for leaders to acknowledge their vulnerabilities and adopt a "learn it all" mindset rather than a "know it all" attitude.

Discussing the need for personalization at scale in today's consumer-centric landscape, Nathalie delves into how L'Oréal leverages technology and consumer insights to tailor experiences and products to individual preferences, thereby deepening brand-consumer relationships. Despite the rise of digital channels and changing consumer behaviors, she believes that beauty remains a resilient industry, driven by consumers' desire for self-indulgence and pampering.

During the conversation, Nathalie also addresses L'Oréal's marketing strategies, including its presence in cultural events such as the Super Bowl and partnerships with influential figures like Cardi B and Coco Gauff. She emphasizes the importance of authenticity in brand collaborations and the need to balance mass marketing efforts with personalized experiences.

The discussion further explores the evolving role of retailers in the beauty industry ecosystem. Nathalie views retailers as strategic partners in enhancing the consumer experience, both online and offline. She sees opportunities to create immersive in-store environments and leverage emerging platforms like TikTok Shop to further engage consumers.

Key Takeaways:

●     Encourage a culture of innovation and risk-taking to drive progress and adaptation

●     Focus on consumer-centricity by listening to their needs, decoding signals, and delivering personalized experiences at scale

●     Move at the speed of culture with authentic brand communications, while leveraging partnerships to amplify brand messages

Hosted on Acast. See acast.com/privacy for more information.

Ajay begins by highlighting the importance of prioritization and focus in navigating the complexities of commerce, drawing from his diverse background, ranging from solo roles with limited resources to leading one of Bayer's largest markets. He stresses on the significance of organizing around priorities and fostering team development, noting the rapid progression of his own team as a source of inspiration.

The discussion then shifts towards the evolving nature of roles within the eCommerce landscape, emphasizing the need for multidisciplinary skills similar to a microcosm of a GM. Ajay discusses Bayer's adoption of a dynamic shared ownership model to streamline decision-making processes, enabling faster innovation and adaptation to market changes.

One notable achievement Ajay highlights is the acceleration of product innovation and launch timelines through strategic partnerships with eCommerce platforms like Amazon. He illustrates how Bayer leverages its internal talent pool alongside external partnerships to drive innovation and meet evolving consumer needs efficiently. He also emphasizes the importance of tailoring strategies to specific categories and understanding evolving consumer behaviors to ensure a seamless and frictionless customer journey.

Talking about emerging technologies, Ajay discusses the fundamental role of technology in underpinning eCommerce operations, from basic infrastructure to advanced data analytics and AI integration. He envisions a future where technology seamlessly integrates into everyday experiences, citing examples such as AI-powered refrigerators recommending recipes based on food items and integrated medicine cabinets facilitating healthcare management.

Key Takeaways:

●     Invest in skill development and foster a culture of continuous learning

●     Encourage teams to develop multidisciplinary expertise to navigate eCommerce complexities

●     Utilize AI and data analytics for innovation and efficiency

Hosted on Acast. See acast.com/privacy for more information.

The discussion starts with Mir introducing Spectrum Brands, a company operating in three diverse industries: Home and Personal Care, Home and Garden, and Pet Care. He highlights key brands in the company's portfolio, providing context for understanding the extensive range of consumer products offered by Spectrum Brands.

The conversation then delves into Mir's unconventional career path, beginning with his childhood dream of working in aerospace engineering, to roles at Boeing, NASA, and eventually Amazon. His transition into the eCommerce realm at Amazon, despite initial reservations, highlights his adaptability and problem-solving prowess, both integral to his leadership philosophy.

Mir emphasizes the significance of curiosity, data-driven decision-making, and a commitment to continuous experimentation in navigating complex business landscapes. He also reflects on the seamless integration of his experiences into his current role at Spectrum Brands, highlighting the importance of augmenting organizational cultures rather than imposing radical transformations.

In conclusion, Mir talks about his strategic vision for Spectrum Brands and his focus on fostering collaboration across teams and aligning efforts with overarching business objectives. He also shares insights into decision-making frameworks, akin to an engineering approach, that prioritize inputs and outputs to achieve desired outcomes.

Key Takeaways:

●     Embrace curiosity as a leadership skill for problem-solving and innovation

●     Empower teams with ownership and accountability tied to revenue and cost objectives

●     Apply a profit and loss mindset to decision-making, analyzing inputs and outputs to determine the best course of action

Hosted on Acast. See acast.com/privacy for more information.

Rachel and Sarah kick off the episode by highlighting a surprising statistic that 50% of BRAVE COMMERCE guests have been women. While the hosts never set a goal to hit equitable gender representation on the podcast, their ability to do so undercuts any suggestions that there is a shortage of impressive women to feature, hire, and/or promote in the worlds of marketing and commerce.

Rachel and Sarah emphasize the importance of women helping each other succeed, a departure from past norms where women often competed rather than collaborated in professional settings. They acknowledge the change in tone among women in leadership, where mentorship and support are becoming the norm, creating a community of women uplifting and empowering one another.

Emphasizing the significance of bravery in the workplace, Sarah also highlights how learning to balance family and career, alongside seizing opportunities for growth, has shaped her journey. Finally, the episode concludes with Rachel and Sarah expressing gratitude for the female friendships and connections fostered through the podcast.

Guests featured in this compilation episode include (in order of appearance):

Surabhi Pokhriyal, Chief Digital Growth Officer, Church & Dwight

Esi Eggleston Bracey, Chief Growth and Marketing Officer, Unilever

Diana Haussling, SVP/General Manager, Consumer Experience & Growth NA, Chief Marketing Officer, Colgate Palmolive

Esi Seng, CEO, Tate’s Bake Shop

Andrea Sengara, Head Of Marketing, U.S., Campari

Joy Simonson, Global Head of Digital Excellence, 3M

Cristina Marinucci, Global Head of Shopper - Insights & Analytics, Mondelēz International

Sarah Travis, SVP & President, Roundel - Media, Re-imagined by Target

Hosted on Acast. See acast.com/privacy for more information.

Gabrielle delves into how Mars Wrigley ensures its brands remain culturally relevant. She emphasizes that while awareness is not an issue for their products, they focus on being accessible and present wherever consumers think about indulging themselves. Halloween, in particular, holds immense importance as it serves as an entry point for consumers to discover and cherish Mars Wrigley's brands.

Gabrielle also shares how Mars Wrigley is expanding its brands beyond mere snacking. She provides insights into how M&M has evolved beyond its product offerings, emphasizing inclusivity and creating experiences that align with the brand's essence of unity through fun.

Discussing the unique culture at Mars Wrigley, Gabrielle elaborates on the associate concept, where ideas can come from anyone, regardless of their position. She also shares her insights on supporting women in their careers, particularly during pivotal life transitions like marriage, motherhood, and leadership. Gabrielle advocates for transparency, vulnerability, and the acceptance that balance can be subjective and ever-changing.

While acknowledging the challenges posed by additional responsibilities, Gabrielle also highlights the positive shift towards prioritizing mental health and well-being. She expresses concerns about lingering expectations and responsibilities on women but remains optimistic about the increasing flexibility and choices for employees.

Key Takeaways:

• Think beyond product sales and create experiences that align with your brand's essence
• Foster a company culture where conversations about well-being and work-life balance are encouraged and supported
• Develop a workplace culture where ideas can come from anywhere, promoting innovation and inclusivity

Hosted on Acast. See acast.com/privacy for more information.

Wendy's role at Tyson Foods is described as encompassing not only traditional retail and eCommerce but also integrating insights and category management. Her extensive background in food service brings a unique perspective to the table, emphasizing the importance of understanding broader market dynamics beyond direct competitors. She discusses the concept of "share of stomach," highlighting how Tyson's products compete not only with other protein providers but also with takeout, restaurants, and alternative food products like protein bars.

The conversation then delves into various aspects of commerce, including the blurring lines between food service and retail, the impact of changing consumer preferences, and the challenges of online visibility and competition. Wendy addresses the need for companies to adapt to the shifting landscape by expanding their international footprint, understanding consumer segments, and leveraging data-driven insights for strategic decision-making.

Throughout the discussion, Wendy’s passion for the industry and commitment to mentoring the next generation of leaders shines through. She delves into the challenges facing the industry, such as the increasing polarization of consumer preferences and the competitive pressures of online visibility. She also shares personal experiences and valuable advice, emphasizing the importance of self-advocacy, seeking feedback, and distinguishing between mentorship and sponsorship.

Key Takeaways:

●     Extend beyond direct competitors to diverse market offerings

●     All brands face omnichannel demands and thus need omnichannel solutions

●     Advocate for personal growth and seek mentorship opportunities

Hosted on Acast. See acast.com/privacy for more information.

The conversation begins with Sarah and Rachel exploring the challenges of change management, highlighting the inherent resistance to change among individuals. They discuss the importance of overcommunication, aligning change with business strategy, incentivizing employees, and fostering transparency to facilitate successful change management. These principles set the stage for Eric Tarnowski's insights into navigating change within Kenvue.

Eric elaborates on Kenvue's transition from Johnson & Johnson and the spin-off process, emphasizing the significance of trust, common purpose, shared consciousness, and empowered execution in driving organizational change. Communication, he says, is pivotal to transparency, and alignment with business strategy and in mobilizing teams towards a common goal.

As the conversation progresses, Eric traces his journey at Kenvue from technology and data management to his current role as VP of Connected Commerce, noting his focus on digital transformation and e-commerce integration. He provides a detailed overview of Kenvue's approach to connected commerce, emphasizing the convergence of marketing, sales, and technology. He outlines the challenges of orchestrating cross-functional collaboration and the importance of outcome-based handoffs, trust-building, and continuous improvement in driving organizational success.

Furthermore, Eric illustrates Kenvue's connected commerce strategy through a case study on a recent product launch. He highlights the coordinated efforts across branding, media, retail, and consumer experience to drive business performance and consumer relevance. Throughout the interview, Eric returns to the consumer-centric approach of Kenvue's connected commerce model, emphasizing the importance of consumer insights, brand positioning, and personalized experiences in driving engagement and loyalty.

Key Takeaways:

●     Foster transparency to manage resistance to change effectively

●     Place the consumer at the center of marketing strategies to drive relevance and engagement

●     Use data and analytics to gain insights, measure outcomes, and drive strategic decision-making

Hosted on Acast. See acast.com/privacy for more information.

Sarah reflects on her remarkable 13-year tenure at Google, where she witnessed significant changes and growth within the company. Sarah was drawn to Roundel by the opportunity to leverage her functional expertise in advertising and her admiration for Target as a brand. She highlights Target's strong culture, talented workforce, and advanced position in the retail media landscape as key factors influencing her decision to join Roundel.

The conversation further explores the evolution of retail media and Roundel's role in shaping the industry. Sarah emphasizes the importance of collaboration and standardization within the retail media space, particularly in areas such as measurement and privacy. While advocating for industry-wide standards, she also highlights the significance of preserving each retailer's unique offerings and brand identity.

As the conversation shifts towards the future of retail media, Sarah discusses Roundel's holistic approach to advertising, spanning both on-site and off-site channels. She acknowledges the growing significance of channels like Connected TV (CTV) and in-store advertising, emphasizing Roundel's commitment to reaching consumers at every stage of their shopping journey.

Beyond her insights into the retail media landscape, Sarah shares her passion for promoting diversity and inclusion in the workplace, particularly in leadership roles. Drawing from her own experiences, she highlights the importance of mentorship and support networks in empowering women to navigate their careers and achieve work-life balance.

Key Takeaways:

●     Develop an omnichannel strategy to reach customers wherever they are in their shopping journey

●     Stay agile and adaptable to changes in the marketing landscape

●     Encourage a culture of continuous learning and development within your organization

Hosted on Acast. See acast.com/privacy for more information.

Bas talks about the complexities of leading a global team and the balance between control and influence. He explains the challenges of convincing different markets of the importance of eCommerce and the unique opportunities it presents for healthcare products. The conversation then shifts to the significance of gut health and digestive wellness, highlighting how Sanofi aims to address consumer needs in these areas through eCommerce.

Bas emphasizes the role of eCommerce beyond just sales, focusing on convenience, education, and responsiveness to consumer needs. He discusses leveraging data and consumer conversations to tailor solutions and measure success. Next, they explore the organizational structure required to capitalize on market trends, considering the global nature of Sanofi's operations.

Bas also highlights the importance of clear direction, objectives, and measurement, downplaying the significance of traditional org charts in favor of results-oriented approaches. The discussion also touches upon the challenges of managing global teams across different time zones and the necessity of effective communication and autonomy.

Bas shares his strategies for finding overlapping work hours and empowering teams to work autonomously while maintaining alignment. The conversation then delves into Bas's approach to influencing at a global level, focusing on establishing a common language and driving tangible results. He emphasizes the importance of action over mere communication, sharing a four-step process for implementing change effectively.

As the discussion turns to emerging technologies like AI, Bas discusses their potential applications in eCommerce, particularly in content creation and demand forecasting. He highlights the need for caution in regulated industries like healthcare while acknowledging the significant efficiency gains AI can offer.

Key Takeaways:

●     Focus on solving real consumer needs, not selling products

●     Utilize eCommerce as more than a sales channel

●     Prioritize results over org charts

Hosted on Acast. See acast.com/privacy for more information.

As the conversation begins, Thomas emphasizes Chobani's commitment to providing nutritious and delicious food made from natural ingredients. He believes that many large companies struggle to achieve the balance of affordability, nutrition, and taste, and shares how Chobani is on a mission to fill this gap. Drawing parallels between tech companies and CPGs, Thomas highlights the importance of a consumer-first, insight-driven approach in CPG, while acknowledging that tech companies are innovation-obsessed and digitally led. He believes that blending these two mindsets is crucial for creating a modern marketing organization.

Moreover, Thomas mentions that he is drawn to companies with a compelling mission and product, making Chobani a perfect fit for him. He draws parallels between Chobani and his experiences at Google, emphasizing the similarities in the early stages of both companies' growth. He also shares insights into Chobani's culture, describing it as agile, innovative, and quick to launch and iterate, similar to the approach of tech companies.

The discussion then transitions to Chobani's growth strategy and portfolio expansion. Thomas stresses the importance of growth in core categories, such as yogurt, and the potential for disruption in categories like oat milk and creamer. He also acknowledges the need to connect the various products under the Chobani umbrella and shares the story of how the company's founder, Hamdi Ulukaya, sees the potential for yogurt-making to change the world.

Thomas also addresses how Chobani's products aim to be delicious, nutritious, and accessible, with a focus on remaining affordable amid inflation and economic challenges. He touches on the importance of aligning the portfolio strategy with the brand's mission and purpose, ensuring consistency and clarity across all products.

Key Takeaways:

●     Develop a clear and cohesive portfolio strategy tying all products to core values

●     Collaborate closely with retail partners for innovation and adaptability

●     Disrupt traditional categories and explore new areas for impactful growth

Hosted on Acast. See acast.com/privacy for more information.

Andrew reflects on the significant transformation he has witnessed in the retail media ecosystem since 2018. What was initially a minor aspect of his coverage at eMarketer evolved into a dominant focus, comprising 80% of his analytical efforts by 2023. Now, as an independent consultant, Andrew identifies 2024 as a pivotal year marking the transition from retail media 1.0 to 2.0.

The discussion revolves around two key aspects expected to shape 2024 in retail media: the shift to off-site ads, with an emphasis on streaming TV, and the emergence of in-store retail media. Andrew cites substantial growth projections for streaming TV, driven by the integration of retail media, and foresees digital screens becoming more commonplace in stores.

Andrew acknowledges the debate around premium CPMs versus buying inventory directly, emphasizing the trade-offs between cost and effectiveness. Looking ahead three to five years, he envisions a revolutionized TV landscape with closed-loop measurement, foreseeing a significant impact on CPG and consumer brands.

A critical point of the discussion is the evolving relationship between retailers and platforms amid the deprecation of cookies. Andrew foresees a shift in power dynamics, with retail media data gaining prominence due to its superior quality. Another intriguing aspect he introduces is the overlooked role of product samples in the context of retail media. He sees product sampling as a highly effective form of media, especially in categories like CPG, health, and beauty.

Key Takeaways:

• Prioritize off-site ads, especially in the booming realm of streaming TV
• Explore product sampling as an effective form of media, especially in CPG and beauty
• Disperse budgets across diverse channels, with incremental allocations to retail media

Are you looking to take your media strategy to the next level and make an impact with millions of customers? Walmart Connect harnesses the massive reach of America’s number one retailer.1 They can help you connect with Walmart’s 139MM weekly online and in-store customers,2 to find the ideal audience for your message, at scale.

Walmart Connect offers media solutions for advertisers of all sizes, on and off Walmart’s digital properties and in their stores. From cost-effective Sponsored Search and self-serve Display ads on Walmart’s site and app, to connected TV and offsite media across web and social, to in-store activations and live events, Walmart Connect can help you deliver the right content to the right Walmart customer at the right step of their shopping journey.

Their Closed-loop Measurement uses Walmart’s proprietary customer purchase data to track the impact of your campaign on sales, not just on Walmart’s site and app, but also in their stores. For some campaigns, they can even provide rest-of-market data that tracks the impact on sales at other retailers.

Visit WalmartConnect.com today and see how they can help connect you more meaningfully with Walmart customers.

Sources: 1Fortune, August 2023. 2Walmart internal data, January 2023. No endorsement of third-party data sources.

Hosted on Acast. See acast.com/privacy for more information.

As the conversation unfolds, Ari sheds light on his role as the President of North America, explaining that he oversees the day-to-day operations of the entire business. He provides an overview of Hain Celestial's mission, emphasizing its commitment to inspire healthier living through better-for-you brands across diverse categories. Additionally, he delves into the evolving definition of "Better For You," especially in the context of food.

Discussing his career journey, Ari highlights the importance of gaining expertise in various roles, including marketing, and understanding the financial aspects that drive the business. He emphasizes the significance of being "trilingual" in understanding the consumer, shopper, and customer perspectives. Moreover, Ari sheds light on the necessity for leaders to surround themselves with intelligent individuals, including those who challenge their thinking and provide honest feedback.

The discussion also centers on the transformation at Hain Celestial over the past seven years. Ari explains the company's shift from primarily acquiring brands to building purpose-driven brands. He introduces the Hain Reimagined strategy, focusing on brand building, channel expansion, and innovation to unlock growth potential.

Ari expresses optimism about the continued growth of the "Better For You" trend, especially in categories like snacks, baby and kids, and beverages. He also highlights Hain Celestial's commitment to an Environmental, Social, and Governance strategy by outlining the three components: healthier products, healthier people, and a healthier planet.

Key Takeaways:

●     When innovating, ensure that new products align with the brand's core values

●     Emphasize sustainability in both product development and overall business practices

●     Explore opportunities for expansion beyond traditional channels

Are you looking to take your media strategy to the next level and make an impact with millions of customers? Walmart Connect harnesses the massive reach of America’s number one retailer.1 They can help you connect with Walmart’s 139MM weekly online and in-store customers,2 to find the ideal audience for your message, at scale.

Walmart Connect offers media solutions for advertisers of all sizes, on and off Walmart’s digital properties and in their stores. From cost-effective Sponsored Search and self-serve Display ads on Walmart’s site and app, to connected TV and offsite media across web and social, to in-store activations and live events, Walmart Connect can help you deliver the right content to the right Walmart customer at the right step of their shopping journey.

Their Closed-loop Measurement uses Walmart’s proprietary customer purchase data to track the impact of your campaign on sales, not just on Walmart’s site and app, but also in their stores. For some campaigns, they can even provide rest-of-market data that tracks the impact on sales at other retailers.

Visit WalmartConnect.com today and see how they can help connect you more meaningfully with Walmart customers.

Sources: 1Fortune, August 2023. 2Walmart internal data, January 2023. No endorsement of third-party data sources.

Hosted on Acast. See acast.com/privacy for more information.

Julien's journey in the beauty industry spans over two decades, beginning with L'Oréal - a rigorous training ground that fostered creativity, analytical thinking, and adaptability. He describes how constant change and growth are the norm at a global beauty giant.

Julien describes the Amorepacific Group’s unique position as a hybrid between a startup and a large corporation. He also emphasizes the group's commitment to research and development, citing it as a key differentiator in an industry flooded with marketing campaigns. He focuses on the importance of strong product formulas and the ability to foster customer loyalty through consistent quality when discussing the core values of Amorepacific.

Julien also elaborates on the challenges faced and overcome in aligning marketing assets with a diverse consumer base. The success story unfolds through trial and error, ultimately establishing the US as the Western hub for content development. Julien credits this adaptability as a crucial factor in the brand's success. He emphasizes the necessity of strong retail partnerships, even in the era of DTC trends. He also shares his perspectives on TikTok Shop's role in reshaping online shopping in the US and highlights the power of influencer marketing.

Julien also addresses talent recruitment and development. He prioritizes clear communication of strategic priorities, talent optimization, and a positive work environment. He also stresses the significance of transparency in influencer marketing and notes the growing trend of consumers seeking personalized and customized reviews tailored to their specific needs. The conversation also touches on the rising prominence of Reddit as a platform for authentic consumer conversations about beauty brands.

Are you looking to take your media strategy to the next level and make an impact with millions of customers? Walmart Connect harnesses the massive reach of America’s number one retailer.1 They can help you connect with Walmart’s 139MM weekly online and in-store customers,2 to find the ideal audience for your message, at scale.

Walmart Connect offers media solutions for advertisers of all sizes, on and off Walmart’s digital properties and in their stores. From cost-effective Sponsored Search and self-serve Display ads on Walmart’s site and app, to connected TV and offsite media across web and social, to in-store activations and live events, Walmart Connect can help you deliver the right content to the right Walmart customer at the right step of their shopping journey.

Their Closed-loop Measurement uses Walmart’s proprietary customer purchase data to track the impact of your campaign on sales, not just on Walmart’s site and app, but also in their stores. For some campaigns, they can even provide rest-of-market data that tracks the impact on sales at other retailers.

Visit WalmartConnect.com today and see how they can help connect you more meaningfully with Walmart customers.

Sources: 1Fortune, August 2023. 2Walmart internal data, January 2023. No endorsement of third-party data sources.

Hosted on Acast. See acast.com/privacy for more information.

As national demographics shift, brands need to shift and increasingly personalize their messaging to today’s shoppers. Here again, doing the right thing - being a more inclusive brand - is also doing the profitable thing.

Esi provides advice for up-and-coming professionals based on her own experience. Her primary piece of advice is to know yourself, once you know yourself be yourself, and then share yourself with others. 

Likewise, she provides similar advice for corporations. Esi says companies should commit to the journey - there is no quick fix. Create a workplace representative of the people you serve. Acknowledge honestly where you are today, where you want to be and develop a plan with milestones, and specific actions to close the gap between the two.

Are you looking to take your media strategy to the next level and make an impact with millions of customers? Walmart Connect harnesses the massive reach of America’s number one retailer.1 They can help you connect with Walmart’s 139MM weekly online and in-store customers,2 to find the ideal audience for your message, at scale.

Walmart Connect offers media solutions for advertisers of all sizes, on and off Walmart’s digital properties and in their stores. From cost-effective Sponsored Search and self-serve Display ads on Walmart’s site and app, to connected TV and offsite media across web and social, to in-store activations and live events, Walmart Connect can help you deliver the right content to the right Walmart customer at the right step of their shopping journey.

Their Closed-loop Measurement uses Walmart’s proprietary customer purchase data to track the impact of your campaign on sales, not just on Walmart’s site and app, but also in their stores. For some campaigns, they can even provide rest-of-market data that tracks the impact on sales at other retailers.

Visit WalmartConnect.com today and see how they can help connect you more meaningfully with Walmart customers.

Sources: 1Fortune, August 2023. 2Walmart internal data, January 2023. No endorsement of third-party data sources.

Hosted on Acast. See acast.com/privacy for more information.

During this episode, Kate and Luke share the importance of being loyal to consumers, especially during times of economic uncertainty. As they explain, disappointing the customer is never acceptable.

They also talk about the need for brands to view retail media budgeting from both a global and mature market perspective. Retail media should be considered from a deep understanding of the path to purchase. You need to know where to show up for key decision-making moments.

Subscribe to BRAVE COMMERCE on your favorite podcast platform!

You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.

Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.

Follow our hosts on Twitter: @RachelTipograph @PezMeister1

And if you have a question or suggestions for the show, send us an email at podcast@adweek.com.

Hosted on Acast. See acast.com/privacy for more information.

Darren introduces the timeless principles that remain unchanged in the dynamic world of retail - assortment, price, and delivery. According to him, these three elements constitute the core value propositions for consumers and are paramount for a retailer's success.

As the interview progresses, Darren emphasizes the significant shift towards marketplaces and consumers' increasing willingness to pay for convenience. From the evolution of delivery timelines to the rise of same-day and one-hour deliveries, Darren highlights the cultural change where consumers prioritize convenience above all else. He shares Petco's advantage in having 1,500 physical stores, enabling a unique buy online, pick up in-store model that is not only convenient but also cost-effective.

Darren sheds light on Petco's overarching goal to inspire and lead pet parents through a personalized 360-degree health and wellness experience. He elaborates on Petco's diverse offerings, including groceries, pharmacy services, grooming, vaccinations, and more, making it an omnichannel provider. He also shares that the membership program plays a pivotal role in facilitating easier access to these services and fostering a deeper connection with customers.

The conversation also touches on the pandemic-induced pet ownership boom, with Darren noting that two-thirds of Americans are now pet parents. He envisions sustained growth in the pet industry, driven by both the increasing number of pets and a focus on premium offerings. He also highlights the effectiveness of personalized advertising based on first-party data, creating a valuable ecosystem for advertisers, Petco, and consumers.

Key Takeaways:

• Prioritize convenience to win with customers
• Leverage first-party data to understand shopping behavior
• Invest in creating a seamless omnichannel experience that integrates digital and physical elements, meeting customer needs at every touchpoint

Hosted on Acast. See acast.com/privacy for more information.

With over two decades of experience in the spirits industry, Andrea emphasizes that celebratory occasions remain at the heart of the spirits industry, providing a constant source of joy and reward. She sheds light on the authentic roots of the Aperol Spritz in Italy and the strategic efforts to integrate it into various cultural moments globally. She also highlights that the Aperol Spritz, with its lower alcohol content and vibrant orange color, has transcended seasonal boundaries, becoming a popular choice even beyond the summer months.

The conversation continues to touch on the role of technology and the dynamic ways in which the industry connects with consumers. Andrea acknowledges significant changes in consumer perceptions of spirits, noting the increasing comfort with experimentation and the rise of spirits over beer in the US.

Talking about the competitive landscape of the spirits industry, Andrea highlights the heavy fixed costs associated with entering the industry but points out that entrepreneurs have found innovative ways to navigate these challenges. She shares that the celebrity model and the potential for influencers to drive demand quickly have also contributed to the influx of new players.

Beyond Aperol, Andrea provides insights into Campari Group's diverse portfolio, featuring rum, tequila, vodka, and more. She emphasizes the importance of tailoring marketing strategies to highlight each product's unique attributes and create memorable experiences for consumers. By aligning products with specific occasions and leveraging different parts of the portfolio, the company maximizes its impact throughout the year. With the emergence of Gen Z as a significant demographic, Andrea emphasizes the importance of providing high-quality, experiential moments tailored to evolving consumer tastes.

Key Takeaways:

• Adapt to evolving cultural and taste trends for brand relevance
• Utilize technology for dynamic consumer engagement
• Maintain the authenticity of your brand by staying true to its roots and heritage

Hosted on Acast. See acast.com/privacy for more information.

As the conversation begins, the hosts reflect on Avon's long-standing history of 137 years, highlighting its pioneering role in relationship selling. They draw a connection between Avon and the iconic image of the "Avon lady" making door-to-door sales with paper catalogs. Talking about the evolution of relationship selling in 2023, Kristof describes a significant shift towards omni-channel direct selling, emphasizing digital brochures shared through platforms like WhatsApp. He also highlights the adaptability of representatives in leveraging technology to enhance their selling strategies.

Moreover, Kristof discusses two emerging trends in Avon's sales approach. The first involves encouraging representatives to open their own stores, resembling a franchise model. The second trend revolves around leveraging social media platforms for selling, allowing representatives to connect their channels with Avon's digital asset management tool.

Kristof emphasizes the empowerment of representatives through training and tools like digital asset management. The discussion then delves into the potential challenges and opportunities of sharing customer data. Kristof addresses the importance of creating a value exchange for representatives and the plans to implement a loyalty program.

The interview takes an interesting turn as Kristof discusses the impact of inflation on consumer behavior, with people holding out for better deals during the holiday season. He anticipates decent growth in the beauty market, driven more by pricing than by volume. In exploring the role of digital commerce in the beauty industry, Kristof also shares the dynamics of different subcategories and how economic conditions influence consumer preferences.

Key Takeaways:

• Embrace diverse methods like digital brochures, WhatsApp, and social media for customer engagement
• Ensure transparency, value exchange, and a secure environment for customer data
• Tailor strategies based on differing market dynamics in various regions

Hosted on Acast. See acast.com/privacy for more information.

The conversation starts with Diego, who shares insights into his 20-year career at SC Johnson. He explains that Mizkan, like SC Johnson, is a family-owned and operated company, highlighting the commonality in values and opportunities for learning. Addressing the challenges facing the CPG industry, Diego identifies three significant headwinds: finding growth beyond pricing, coping with lingering inflation effects in the supply chain, and competing with private labels. He emphasizes the need for brands to focus on unique value, superior quality, and distinctive brand equities to stand out in the market.

Neha brings her perspective on Mizkan's approach to addressing these challenges. She emphasizes their multifaceted strategy, including understanding consumer behavior, leveraging data analytics, optimizing pricing, investing in marketing, and ensuring distribution efficiencies. Neha elaborates on building brand loyalty through community engagement, loyalty programs, and social media content, highlighting the importance of regularly updating and innovating product lines.

Diego and Neha discuss Mizkan's relationship with retailers, addressing the delicate balance between partnerships and competition. Neha stresses the importance of social listening, community management, and data utilization to understand consumer sentiments and collaborate with retailers effectively.

The episode wraps up with a conversation about the future state of the CPG industry and Mizkan's perspective on the role of AI. Diego and Neha share thoughtful insights into potential scenarios, discussing the impact of AI on brand loyalty and the possibility of coexistence between brands and private labels. They emphasize Mizkan's deliberate and scientific approach to experimenting with AI to level the playing field among companies.

Key Takeaways:

• Remain agile and adaptable in the face of market challenges
• Leverage data analytics, social media, and loyalty programs to build a community around your brand
• Regularly update and innovate product lines to meet changing consumer needs

Hosted on Acast. See acast.com/privacy for more information.

As the conversation begins, Tony reflects on how his diverse roles across various organizational functions contributed to his ability to lead commerce through turbulent times and beyond. He emphasizes the importance of building expertise through cross-organizational roles.

Navigating the post-pandemic commerce landscape, Tony highlights the shift from explosive growth to a more cautious examination of profitable growth. He touches upon the challenges organizations face in connecting online investments with offline sales, especially considering consumers' comfort in returning to in-store shopping.

A consistent theme throughout the discussion is the call for a holistic approach to commerce. Tony stresses the importance of looking beyond traditional metrics, urging companies to focus on overall profitability and understanding the sources of their traffic. Furthermore, he explores the challenges and advantages of aligning business plans with retailer goals and advocates for a portfolio approach to achieve success.

The discussion also takes a deep dive into the skills an up-and-coming CPG executive needs in today's environment. Tony encourages aspiring professionals to seek cross-functional experiences and ask questions in the early years of their careers. He also emphasizes the value of leadership development programs that span multiple functions over time, allowing individuals to discover their passions and strengths.

Key Takeaways:

• Meet shoppers where they want to engage
• Emphasize the importance of looking at metrics holistically, beyond just sales and marketing
• Understand the retailer's objectives and align them with your business plan

Hosted on Acast. See acast.com/privacy for more information.

As the conversation begins, Mark delves into the strategic emphasis of Campbell's transformation, rooted in the concept of focus. He highlights the implementation of a singular geography in North America, explaining how this approach has been instrumental in coalescing the energy of their teams.

Addressing the challenges posed by remote work and the pandemic, Mark emphasizes the advantages of co-locating the business under one roof to foster collaboration and cultivate a dynamic, contemporary work environment.

Mark reflects on Campbell's rich history, spanning over a century and a half, and its unique relationship with the city of Camden. He highlights the importance of active involvement in meaningful social issues, demonstrating Campbell's commitment to making a tangible, positive impact beyond the corporate realm.

The conversation then shifts towards the dynamics of board management and the crucial role of transparency in order to build trust between the board and the executive team. Mark emphasizes how boards can only support leaders when they have the full picture.

Drawing parallels between his military experiences and his leadership journey in the corporate world, Mark highlights the invaluable leadership lessons he gained during his time in the armed forces and how they continue to inform his approach to leadership in his current role.

Key Takeaways:

●     Anchor your business transformation around a singular focus for better growth outcomes

●     Transparency and trust are necessary to achieving your objectives

●     Focus on making decisions that contribute to a clear and defined destination for the company

Hosted on Acast. See acast.com/privacy for more information.

In discussing her career journey and the choices she has made along the way, Monisha emphasizes the importance of having a genuine passion for the industry in which you work. She stresses the significance of taking the path less traveled to gain a broad spectrum of experiences. Additionally, she mentions that the job title doesn't define the role; it's the scope of responsibility and cross-functional collaboration that truly matter.

A significant aspect of Monisha's role is ensuring harmony between sales and marketing. Monisha acknowledges that her unique career path equips her to understand the perspectives of both sales and marketing, allowing her to facilitate constructive dialogue and drive the brand forward.

The conversation shifts towards how Ocean Spray, with its 93-year history, consistently stays relevant with the next generation of consumers. Monisha highlights the brand's legacy of creating categories like cranberry sauce and craisins, which contributes to its cultural relevance. She also mentions the brand's successful use of TikTok and how it helped attract new, younger consumers who have now become a part of the brand's base.

With the holiday season approaching, the hosts and Monisha delve into Ocean Spray's plans. They reveal the brand's exciting new campaign celebrating the transformative power of cranberries in making ordinary moments extraordinary. The conversation hints at an upcoming campaign for cranberry juice and a creative social media campaign centered around cranberry sauce, bringing Team Canned and Team Homemade together.

Key Takeaways:

●     Balance healthy tension between sales and marketing to meet both brand and retailer demands

●     Tap into current conversations to engage new and existing consumers

●     Leverage seasonal moments to drive brand engagement and expand the consumer base

Hosted on Acast. See acast.com/privacy for more information.

The conversation kicks off with Nuno sharing how his passion for using technology to solve complex business problems and his unwavering pursuit of new challenges have shaped his diverse career path. He delves into the specific hurdles of marketing within the alcohol and beverage sector, especially for a brand like Mark Anthony, renowned for pioneering the hard seltzer category.

Nuno emphasizes the significance of cultivating a robust digital footprint for non-traditional direct-to-consumer brands such as Mark Anthony. He highlights the complexity of the consumer journey, particularly within the constraints of the US's three-tier system, stressing the need to establish a strong brand identity, fostering community engagement, and leveraging data insights for value creation.

The discussion then delves into Nuno's approach to leading digital transformation within the organization. He emphasizes the significance of understanding the existing business landscape, building a dedicated digital team, defining key initiatives, and leveraging technology to drive digital transformation. He also highlights the value of testing, learning, failing fast, and learning even faster, while showcasing initial results to build confidence within the organization.

Nuno also talks about the triumph of their flagship product, White Claw, and the challenges posed by increasing competition in the hard seltzer category. He emphasizes the necessity of product differentiation, technological advancement, and a robust digital presence to retain a competitive edge. Nuno further discusses the strategies employed to educate consumers in regions less acquainted with the concept of hard seltzers, outlining effective tactics for market penetration in these areas.

Key Takeaways:

●     Tailor marketing strategies based on a deep understanding of consumer behavior and preferences

●     Prioritize digital transformation by analyzing the existing business landscape and leveraging the right technology

●     Emphasize consumer education in unfamiliar markets to establish a strong presence and market penetration

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

The conversation begins with Chris attributing his return to Dell to the quality of professionals and the collaborative environment within the company. He outlines a three-step process for effective turnarounds, emphasizing the necessity of aligning on the problem statement, ensuring clear understanding of each person's role in solving the problem, and summarizing the solution in a concise manner that would fit on a bumper sticker.

As the conversation continues, Chris highlights the importance of a rigorous Business Management System in effectively managing change. He highlights that regular meetings, reviews, and accountability are crucial in maintaining focus and achieving results. Furthermore, he delves into Dell's transformation, particularly its re-entry into the consumer electronics market and its pursuit to reclaim its position as a top e-commerce entity.

The discussion also touches upon Dell's response to the challenges posed by the COVID-19 pandemic. Chris points out that Dell's diverse product offerings, resilient product categories, and profitability became advantageous during the crisis. He discusses the changing customer needs during the pandemic, noting a shift from home office setups to increased demand for high-quality peripherals and accessories. As companies adapt to shifting conditions, Chris emphasizes the critical role of adaptability and innovation for businesses.

Key Takeaways:

●     Identify and align on the correct problem statement before implementing solutions

●     Simplify complex strategies into concise, memorable statements that resonate with the team

●     Capitalize on evolving customer demands by offering premium and upgraded solutions to meet their evolving needs

Hosted on Acast. See acast.com/privacy for more information.

As the conversation begins, Sharon reflects on her journey in the industry, emphasizing the importance of understanding consumers and culture. She discusses Build-A-Bear’s ability to appeal to a wide range of consumers, from children to teenagers and adults, highlighting that 40% of their sales are now to teens and adults. This shift is driven by nostalgia, the desire to reconnect with one's childhood, and the appeal of niche IP properties.

Sharon also elaborates on the creative process behind selecting partnerships and licensing deals, emphasizing the importance of adding value and honoring the brands they collaborate with. She details how Build-A-Bear creates unique and memorable experiences for customers, ensuring authenticity and emotional connections with the brand.

The discussion takes an interesting turn as Sharon explores the role of social media, particularly TikTok, in Build-A-Bear's marketing strategy. She explains how the company has adapted to changing consumer behaviors and diversified its retail footprint, moving beyond traditional malls to tourist and hospitality locations.

The conversation also touches on the shift from awareness-driven marketing to advocacy-driven marketing, where customer advocacy plays a significant role in driving brand awareness. Towards the end of the conversation, Sharon talks about her book, "Stories and Heart," which offers personal anecdotes and life lessons. She reflects on the motivation behind writing the book and the positive impact it has had on readers who can relate to her journey.

Key Takeaways:

●     Partner with brands that share a mutual audience to broaden your product range

●     Forge emotional bonds with customers for authentic marketing and user-generated support

●     Evolve your retail strategy to adapt to changing consumer shopping habits

Hosted on Acast. See acast.com/privacy for more information.

Simon opens the conversation by highlighting the changing landscape of consumer engagement and the need for various departments within organizations to collaborate effectively in the modern omnichannel and eCommerce space. He emphasizes the importance of bringing together marketing, media, and other key stakeholders to create a seamless customer experience.

As the conversation deepens, Simon explores the changing nature of consumer behavior and the need for brands to adapt their organizational structures. He stresses the importance of breaking down silos that have traditionally separated commercial and consumer marketing. He also emphasizes the need for collaboration among various teams, especially in the age of retail media, to deliver more personalized and relevant experiences to consumers.

Simon also shares valuable insights into how Coca-Cola is bridging the gap between the physical and digital worlds when it comes to attribution and measuring the impact of omnichannel investments. He highlights the need for simplification and focuses on key metrics that can drive business outcomes.

Throughout the conversation, Simon emphasizes the significance of education and talent development within organizations. He explains how Coca-Cola is expanding the talent pool and spreading knowledge across different levels of the organization through workshops, training, and self-serve learning resources.

Key Takeaways:

●     Encourage collaboration between marketing, media, and other teams to optimize omnichannel strategies

●     Prioritize delivering value to consumers in your marketing

●     Foster a culture of continuous learning and knowledge sharing within your organization

Hosted on Acast. See acast.com/privacy for more information.

Gabrielle delves into how Mars Wrigley ensures its brands remain culturally relevant. She emphasizes that while awareness is not an issue for their products, they focus on being accessible and present wherever consumers think about indulging themselves. Halloween, in particular, holds immense importance as it serves as an entry point for consumers to discover and cherish Mars Wrigley's brands.

Gabrielle also shares how Mars Wrigley is expanding its brands beyond mere snacking. She provides insights into how M&M has evolved beyond its product offerings, emphasizing inclusivity and creating experiences that align with the brand's essence of unity through fun.

Discussing the unique culture at Mars Wrigley, Gabrielle elaborates on the associate concept, where ideas can come from anyone, regardless of their position. She also shares her insights on supporting women in their careers, particularly during pivotal life transitions like marriage, motherhood, and leadership. Gabrielle advocates for transparency, vulnerability, and the acceptance that balance can be subjective and ever-changing.

While acknowledging the challenges posed by additional responsibilities, Gabrielle also highlights the positive shift towards prioritizing mental health and well-being. She expresses concerns about lingering expectations and responsibilities on women but remains optimistic about the increasing flexibility and choices for employees.

Key Takeaways:

• Think beyond product sales and create experiences that align with your brand's essence
• Foster a company culture where conversations about well-being and work-life balance are encouraged and supported
• Develop a workplace culture where ideas can come from anywhere, promoting innovation and inclusivity

Hosted on Acast. See acast.com/privacy for more information.

Andrew takes us on a journey into Athletic Brewing's origins, tracing it back to founders Bill Shufelt and John Walker. He also reveals that a significant majority of Athletic Brewing's consumers are millennials and Gen Z, driven by a desire for healthier choices and mindfulness.

Andrew explains that the primary demographic for non-alcoholic beer consists of existing beer drinkers. However, he emphasizes that Athletic Brewing's products aren't mere substitutes; they represent incremental purchases, making them the preferred choice for retailers.

When it comes to strategy, Andrew highlights Athletic Brewing's omnichannel approach, designed to engage consumers across various platforms and foster loyalty through repeat purchases.

The conversation concludes by exploring the delicate balance between maintaining an entrepreneurial spirit and scaling as a larger company. Andrew highlights the importance of intentionally hiring individuals who align with the company's mission and involving founders in the hiring process to preserve the vibrant culture.

Key Takeaways:

• Develop an omnichannel strategy to reach consumers across various platforms and channels
• Capitalize on the alignment between consumer behavior and business objectives, especially in emerging markets
• Know your audience inside and out, and tailor your marketing efforts to resonate with them

Hosted on Acast. See acast.com/privacy for more information.

Jay emphasizes the importance of engaging with industry events, conferences, and experts to stay updated on emerging trends. He also highlights the need to modernize marketing approaches across General Mills brands, including strengthening brand foundations, mastering data-driven marketing, and adapting content creation to the evolving marketing landscape.

He explains that General Mills, with its century-long history, encounters challenges stemming from the rise of direct-to-consumer and challenger brands. He shares their strategy for maintaining a defensible position, which involves utilizing supply chain excellence, boasting a diverse product portfolio, and implementing data-driven platforms.

Addressing the challenge of understanding consumer interactions, both online and in-store, Jay emphasizes the significance of evaluating online visibility, linking online activity to in-store purchases, and encouraging retailers to offer valuable insights. He also highlights the importance of effective data utilization, advocating for a "cocktail recipe" approach. This approach amalgamates various data types, including first, second, and third-party data, to enhance audience targeting compared to competitors.

The conversation pivots to sales enablement and the use of data to fortify partnerships with top retailers. Jay highlights the potential of clean room collaborations with retailers to enhance targeting and explores the concept of demonstrating General Mills' value by offering insights based on purchase behavior data.

Key Takeaways:

• Embrace continuous learning and exposure to industry experts to stay relevant in a rapidly changing marketing landscape
• Start with the end goal in mind when developing a data strategy
• Use data to strengthen relationships with retail partners by sharing insights and performance data that benefit both parties

Hosted on Acast. See acast.com/privacy for more information.

Speaking about leadership and brand experience, Amina highlights that being a leader in the marketing field goes beyond understanding just marketing strategies; it involves comprehending every facet of a brand, from supply chain and pricing to positioning and partnerships. She emphasizes that cross-functional collaboration and leadership are pivotal, especially when working on multifunctional projects.

Transitioning from the corporate giant P&G to mission-driven brands like Honest and Thrive Market, Amina reveals that working on smaller brands required her to assess team capabilities with a critical eye. Mission-driven brands often attract passionate individuals, but assessing their suitability for these roles demands a more nuanced evaluation. Amina underscores that the right team, aligned with the brand's mission, is essential for success.

Amina delves further into the role of documenting a brand's core values, founding story, and mission to ensure seamless alignment across the organization. She also emphasizes the importance of setting clear metrics and milestones in mission-driven marketing. She explains that involving stakeholders in these milestones fosters a sense of ownership and commitment to the brand's mission.

Thrive Market's commitment to sustainability, highlighting the company's achievements in becoming zero waste and carbon-neutral from its inception, is also a key point of discussion in the podcast. Charting the course of Thrive Market's growth strategies, Amina elaborates on their pivotal pursuits, with a central emphasis on amplifying the member base, diversifying product categories, and optimizing their distinct brand.

Key Takeaways:

• Successful brand leadership requires cross-functional engagement, collaboration, and alignment
• Establish measurable goals to drive mission impact, involving stakeholders for collective commitment
• Integrate sustainability as a core principle, pursue relevant certifications, and inspire industry-wide change

Hosted on Acast. See acast.com/privacy for more information.

Vinny's career journey stands out for its diversity and curiosity-driven approach. This unique path has allowed him to gain a deep understanding of the marketing ecosystem. He describes his career as a series of "boomerangs," where he ventures into different sectors to learn, take on challenges, and contribute to the industry's growth.

When talking about the evolving marketing landscape, Vinny emphasizes the importance of aligning media and retail strategies and finding common ground for partnership. He shares insights on how to improve relationships with retailers, making them better partners for mutual growth. The conversation also addresses the intricate dynamics of media, where retailers are now both distribution centers and media sources. Vinny mentions the challenge of integrating media strategies across various touchpoints and channels.

Furthermore, the conversation addresses the challenges of data management and the merging domains of marketing and supply chain management. Vinny shares that achieving a holistic media ecosystem requires understanding both sides of the business and leveraging data effectively. He suggests that organizational alignment, technology, and better planning will be key to achieving this goal. Drawing from his experiences, Vinny's insights and perspectives serve as invaluable guidance to marketing professionals as they navigate the intricate landscape of modern marketing.

Key Takeaways:

• Develop a comprehensive planning ecosystem to align media strategies with business objectives
• Leverage technology to manage and analyze complex data for better insights
• Prioritize consumer obsession by integrating creative and communication strategies

Hosted on Acast. See acast.com/privacy for more information.

Talking about the dynamic nature of marketing within the alcohol industry, Pierre highlights the expansion of marketing channels, with a focus on social media and the increasing trend of personalization. The rise of eCommerce and the utilization of data-driven tools have further revolutionized the marketing landscape, enabling almost real-time measurement of campaign performance and the ability to analyze the impact of various touchpoints.

The heart of this discussion centers around the impact of digital transformation on the industry. Pierre introduces the concept of marketing mix modeling and AI-powered tools that allow Pernod Ricard to measure the return on investment for different campaigns. This shift has led to more data-driven decision-making, changing the conversation between marketing, commercial, and financial teams. The conversation also highlights how this new approach has not only influenced short-term sales but also fostered discussions on brand building and innovation.

Pierre also explores the challenges of adapting to new digital platforms and emerging markets. He touches on the complexities of catering to different market dynamics, highlighting the potential of travel retail and its intersection with digital marketing.

Key Takeaways:

●     Measure ROI with AI-driven marketing mix tools for precise decision-making and team collaboration

●     Balance data-driven tactics and creativity for agility in evolving digital landscapes

●     Tailor strategies for each market, using lessons from experienced markets to guide new ones

Hosted on Acast. See acast.com/privacy for more information.

In an era where online shopping transcends traditional retail boundaries, Veeral addresses the challenge of harmonizing the digital and physical shopping experiences. He emphasizes that the key is to not change consumer mindsets but to meet them where they are, recognizing the shift towards online searches and personalized consumer journeys.

Veeral highlights Nestlé's eCommerce growth approach, discussing the impact of digital on traditional retail and collaborating with retailers to understand changing consumer behaviors. Furthermore, he explores the interplay between global and regional teams, refining strategies using insights from different markets. Veeral also explains the importance of innovation beyond disruption, focusing on optimizing product offerings for online and offline sales.

An exciting highlight of the conversation revolves around generative AI and its role in Nestlé's digital transformation. Veeral shares how Nestlé is exploring generative AI with the aim of enhancing efficiency and driving innovation.

Key Takeaways:

• Explore the potential of generative AI to enhance decision-making processes across various functions, from marketing to sales
• Recognize the convergence of online and offline shopping behaviors and collaborate closely with retailers to cater to changing consumer preferences
• Tailor eCommerce strategies to align with distinct online search behaviors rather than altering consumer mindsets
• Focus on innovative product offerings, packaging, and assortments to effectively address market shifts and consumer preferences
•  

Hosted on Acast. See acast.com/privacy for more information.

Sucharita sheds light on the resilience of the US economy despite challenges like inflation, interest rate hikes, and an inverted yield curve. She explains that consumers have been spending enthusiastically, especially on discretionary categories like travel and leisure, even though there were concerns about a potential recession. She talks about the "pandemic paradox," where despite health and education crises, households emerged financially stronger.

The discussion also covers the prospect of future interest rate hikes and how brands can navigate the economic landscape. Despite inflationary pressures, consumers have shown little inclination to shift to cheaper options, making the market favorable for brands. However, she predicts that once consumers exhaust their savings, the competitive dynamics will change, leading to possible price reductions and more cautious spending.

Sucharita mentions that certain sectors, like housing, aren't as impacted by seasonality and increasing supply could potentially drive down costs. However, the movement towards urban areas for work might sustain spending in these regions. Sucharita's expertise shines as she offers a positive outlook for the US economy, predicting a favorable business environment through the back half of the year and possibly beyond.

Key Takeaways:

• In the face of gloom and doom financial forecasts, tracking consumer behavior is still your best source of understanding
• Give your customers a “why” to spend on your brand as opposed to potentially cheaper alternatives
• Embrace uncertainty as an opportunity for growth and innovation in your business

Hosted on Acast. See acast.com/privacy for more information.

Diana's approach to leadership stands out as she explains her willingness to embrace challenging roles and stepping into the unknown. Throughout the conversation, she emphasizes the importance of mutual alignment in professional partnerships. Good partners, she describes as being supportive individuals who uplift you, but can also be honest critics to guide you back on track when you need it.

When it comes to fostering a motivated and engaged community, Diana shares the importance of trust, empowerment, and constructive feedback in leadership. She encourages individuals to deeply understand their own motivators and communicate them openly. Additionally, Diana does not shy away from the transactional nature of relationships. You build trust, she points out, by clearly stating what you want from an interaction and what you have to offer.

When facing a risky decision Diana asks"What's the worst that can happen?" in order to face those risks head-on and embolden herself to address them. She highlights the importance of pushing through fear, seeking advice from trusted sources, and learning from past experiences to overcome insecurity.

Key Takeaways:

• When taking a big leap tap into your community for guidance
• Understand and communicate your motivations openly - and ask those around you to do the same
• Sometimes standing still gives you a chance to grow

Hosted on Acast. See acast.com/privacy for more information.

Moreover, Hamid emphasizes the importance of infusing authenticity and a human-like voice into brand communications, and highlights the significance of hiring individuals who not only embody the brand's core values but also maintain a start-up mindset.

Simplicity is a fundamental principle for Liquid Death. The company believes in having a singular objective for almost every marketing communication. Hamid shares that the brand initiates their creative process by asking, "What is the dumbest thing we can do?" to foster innovative thinking.

Liquid Death has successfully expanded its presence from primarily an eCommerce business to having a strong retail presence. When it comes to safeguarding the company's secret sauce, Hamid shares that Liquid Death focuses on competing with themselves, rather than preventing others from imitating them. Hamid also addresses how the brand built an engaged community through its Country Club loyalty program, encouraging fans to create content.

Key Takeaways:

●     Embrace unconventional marketing for a unique brand image

●     Use simplicity and authenticity to build a devoted following

●     Consistency in creativity and humor fosters a cohesive brand experience

Hosted on Acast. See acast.com/privacy for more information.

From humble beginnings in a 900-square-foot storage facility, the company is now the leader in sustainable CPG products and had a 1.5 Billion Dollar IPO. How did they do this? By staying true to their mission to change the CPG category in a way that positively impacts human and environmental health. Beyond its mission, Grove Collaborative also prides itself on offering effective products that inspire consumer loyalty.

Stu discusses the brand’s “zero waste, zero plastic” outlook which has made consumers want to take a chance on them and stick with their products since the company started in 2012. He advises up-and-coming disruptor brands to similarly, stand for something different and worthwhile when compared to competitors. He emphasizes that trust and authenticity is essential when it comes to inspiring consumers to purchase products both online and in stores.

On a company level, Stu also speaks to long-term team building while rapidly scaling a company. He mentions that great employees want to work for a company with a great mission.

Key Takeaways:

●     Being a brand focused on making a positive impact will help you stand out compared to competitors

●     When you find a process that works keep doing it, just more, in order to scale

●     Having a long-term view on building a great team makes your brand resilient

Hosted on Acast. See acast.com/privacy for more information.

The ability to impact people’s lives and livelihoods while building a profitable business makes their work inspiring for Chris and for all of Wella’s employees. As a private, equity-funded company, Wella uses a broad-based ownership approach in which every single full-time employee will benefit from increasing the valuation of the company to encourage an entrepreneurial spirit and sense of responsibility.

Wella understands that the relationship customers have with their hairdresser or manicurist is unique and goes far beyond the transactional. Therefore they find ways to help salons embrace technology in order to simplify transactions and allow the professionals to focus on the experience that they are providing.

Key Takeaways:

• When you lack a strong direct-to-consumer relationship technology can offer a proxy measure for the effectiveness of your marketing
• Celebrating and showcasing ideas from employees at all levels and from all corners of the business helps foster a sense of ownership
• For experiential businesses marketing must go way beyond the product into everything else that goes with it.

Hosted on Acast. See acast.com/privacy for more information.

She starts by speaking about how leveraging B2B eCommerce provides incremental profits for B2C and how both work hand and hand. Emphasizing the importance of data, Joy stresses how optimizing content leads to conversion. When a brand is able to tie content to data, it can truly test its effectiveness. 

3M, as a large technology company, has adopted a “maker culture”, in which they constantly are testing and iterating their products and marketing initiatives. Joy explains that since the company has an engineering foundation, they are able to automate its output quickly. 

As an expert in the eCommerce space, Joy says that eCommerce belongs everywhere for brands because it is another road to the consumer. She speaks on how it is important to build a common language to align all teams. She stresses the value of cross-functional work to build empathy and says that when teams are able to create a human relationship and listen to each other’s needs, they can quickly advance together. 

In this episode, you will learn just how far testing your ideas, leading with empathy, and working together can get a brand in the eCommerce space. 

Key Takeaways:

• Optimizing content with data leads to conversion
• Showing and providing platforms for cross-functional work, such as building a common language, allows brands to quickly advance together
• eCommerce is important for all brands, as it is another way to ultimately reach the consumer

Hosted on Acast. See acast.com/privacy for more information.

In order to avoid attempting impractical moonshots, Suzanne prioritizes setting a very clear vision of the impact that Albertsons wants to make and then developing a multi-year roadmap to lead the organization in that direction.

After conducting a materiality assessment they set four main opportunities to demonstrate leadership:

1. Climate Action
2. Waste Reduction and Circularity
3. Diversity, Equity, and Inclusion
4. Community Stewardship

Suzanne also outlines how important Albertsons’ frontline workers are to their transformation efforts. She points out that only by unleashing the human magic in these employees can they provide a magical experience for their shoppers.

The conversation ends with a discussion about the need for retailer collaboration to make sustainability efforts more impactful. It will take pressure from all retailers to shift the packaging used by CPG brands and the recycling behavior of consumers.

Key Takeaways:

• Grocery retailers differentiate themselves not by the products they sell, but by the experience and environment they provide for their shoppers
• Successful goals begin with setting very clear objectives and outlining a plan to achieve them
• Non-competitive sharing between retailers will help everyone achieve more sustainable practices

Hosted on Acast. See acast.com/privacy for more information.

At the top of the episode, he attributes his success as a business leader to being open to understanding and exposing himself to perspectives other than his own.  In alignment with this principle, he finds it essential to hire employees who are diverse not only culturally, but also in the experience they bring to the company. This inclusive approach to hiring supports the development of BIC products that meet the needs of customers around the world.

Gonzalve points out that taking a global perspective to product development sparks innovation and highlights three different ways that BIC innovates products. 

1. Technical innovation - focusing on sustainable, technically useful products
2. Open innovation - accepting and listening to new ideas
3. Consumer driven innovation - listening to the consumer and their needs

Recently, BIC put all of these innovative approaches to work in shifting to 100 percent sustainable packaging for its products.

In addition to innovation, BIC relies on strong retailer relationships to expand their connections with consumers.  It all starts with a high quality product that resonates with consumers. He says: “The theoretical opposition between brand and retailer is solved by having amazing products and an amazing brand. If you don’t have both of those then you don’t have a right to be there.” 

Internally they say “A BIC seen is a BIC sold.” 

Key Takeaways:

• Consumer driven innovation delivers results
• Diversity of all kinds fuels creativity
• You have to bring something to the table to strengthen relationships with retailers

Hosted on Acast. See acast.com/privacy for more information.

Since the Pandemic, Instacart continues to see growth, as has online Grocery shopping. To capitalize on this growth, Instacart has made strides to become more accessible to all consumers by offering opportunities to save and matching in-store prices.

Instacart builds strong retailer relationships by positioning itself not as a competitor, but as an enablement tool. They align their incentives alongside the retailers and even help retailers activate shopping and advertising on their store websites. An example of this is their “Carrot Ads”, which Sprouts recently launched, and other retailers plan to do in the near future. 

Chris also shares information about Instacart’s newest tool, “Ask Instacart”, which uses ChatGPT to help shoppers make grocery-related decisions as they shop. He delves into the applications that  AI will have in the future of Instacart and how it can help shoppers discover products and make purchasing decisions. 

Key Takeaways:

• Quick commerce providers and retailers need strong relationships to drive mutual success
• AI is a new frontier when it comes to purchasing decisions; tools like “Ask Instacart” may strongly influence consumer decisions in the future
• COVID-19 pandemic growth does not have to plateau, there is still very much opportunity for growth in eCommerce

Hosted on Acast. See acast.com/privacy for more information.

When Malenshek transitioned to Land O’Lakes after years at Harley Davidson she learned that these seemingly disparate companies had one key thing in common - customers who are passionate about the brand. This brand passion helped not only Land O’Lakes but the farmers they work with to grow through the pandemic. During that time they leaned into telling the story of being a farmer and retailer-owned cooperative with sustainability at its heart.

In her current role as a CMO in a leading cooperative, Malenshek underscores the importance of listening to her team and customers, continuously learning from them to drive innovation and enhance the brand's identity. Malenshek points out that even in tough times, it is important to invest in brand and marketing.

Key Takeaways:

• Consistent brand messaging is vital for developing key retailer relationships and long-term growth
• The essence of a company extends beyond a product or a logo – it's about the story, ethos, and values it represents

Collaborative team efforts are crucial in the process of building and redefining impactful brand narratives

Hosted on Acast. See acast.com/privacy for more information.

Shelley begins by sharing her personal experiences as one of the two women on a board of 25 men, shedding light on her journey towards founding The Female Quotient. She emphasizes how, rather than waiting for change to happen, she took the initiative to promote diversity, equity, and inclusion (DEI) in the corporate world, even when it was not widely recognized as a priority.

Drawing from a pivotal experience where she gathered a group of women at a male-dominated convention, Shelley shares how this moment of collective empowerment became the catalyst for The Female Quotient. She emphasizes how this experience highlighted the power of women working together, challenging the status quo of competition, and promoting a culture of collaboration and shared success.

Finally, Zalis concludes with her approach to success, "If you don't fail, you don't succeed", highlighting the importance of embracing failure as a stepping stone to success.

Key Takeaways:

• Waiting for the right time doesn't bring change; it's the initiative and action that does
• The potential for faster change increases when existing norms are actively challenged
• A decade ago, diversity, equity, and inclusion weren't business priorities. Today, they must be central to all sectors

Hosted on Acast. See acast.com/privacy for more information.

Diana shares how her commitment to an agile mindset and a "village" approach to team dynamics have shaped the culture at Kraft Heinz. By embracing failures as learning opportunities, the company has not just managed to stay current, but also continues to infuse their core values into their everyday operations.

Diana gives an insider's look into Kraft Heinz's strategic partnership with Microsoft and the company's $2 billion investment in innovation over the next five years. She highlights how striking a balance between speed, scrappiness, and scalability is key to their "agile at scale" approach.

Furthermore, she discusses the integration of AI technology in their operational efficiency, drawing attention to the delicate interplay between human intuition and data-driven decisions. Diana emphasizes the importance of the human touch even with new technological advancement, believing that humanity is still integral to driving creativity and innovation.

Key Takeaways:

●     Agile leadership, characterized by fast learning and growth from failures, leads to a more resilient and innovative company culture

●     A "village mindset" in team dynamics fosters support, collaboration, and enhanced problem-solving

●     Striking a balance between agility, scalability, and human intuition is essential to successfully leveraging technology for growth and efficiency

Hosted on Acast. See acast.com/privacy for more information.

With an exceptional 55 million loyalty members, Panera has identified "generosity" as the defining characteristic of their brand. Eduardo delves into how Panera's dedication to generosity, towards individuals, community, and the planet, has shaped their initiatives. Through their approaches, such as donating their unsold goods to local nonprofits, Panera has not only reinvented themselves technologically but is staying true to their core values.

Eduardo discusses how integrating AI technology in their customer service initiatives has aided in the diversification of their revenue streams and increased their conversion rate by 30 to 40% in the first 3-4 months of implementation. emphasizing the goal of achieving both brand objectives and an enhanced consumer shopping experience. He emphasizes that finding the correct balance between technology and authenticity is key when developing an AI strategy.

Key Takeaways:

• By adopting AI technologies such as machine learning and chatbots, businesses can improve operational efficiency, increase customer engagement, and drive growth
• A strong brand identity helps differentiate a business and resonates with customers on a deeper level
• By integrating a technology-first mindset throughout the organization, businesses can foster an environment of innovation and stay at the forefront of their industry

Hosted on Acast. See acast.com/privacy for more information.

Gabi and his co-founder, Greg Sewitz, recognized the need for a fresh perspective and launched Magic Spoon in 2019, with a focus on health and innovation. After founding two companies together, Gabi shares that a key component to their strong co-founder relationship is making a clear division of roles within the company.

He explains that having a solid brand foundation is crucial before a company decides to expand into retailers. Discussing that without a strong brand foundation, a product risks being lost in the vast sea of options available to consumers, especially in a highly competitive industry like cereal making it key to take the time to build a solid foundation before launching a product into the retail market.

Gabi emphasizes the importance of diversifying customer acquisition techniques to achieve success. He explains how Magic Spoon has effectively utilized endorsement channels, influencers, podcasts, and other strategies to reach a wider audience and establish a strong brand identity. Gabi also shares how the company achieved success by making influencers seed investors and partnering with some of the biggest names in the DTC space.

Key Takeaways:

●     Diversification in customer acquisition techniques is crucial

●     Building a solid brand foundation is key for success in retail

●     Utilizing influencers can build a strong online presence

Hosted on Acast. See acast.com/privacy for more information.

Sandie emphasizes that TikTok's community commerce approach brings people together to discover products through a new version of word-of-mouth. She highlights that the commerce mindset is already present on the platform since the TikTok community is 1.5 times more likely to convert when compared to users on other platforms.

Sandie also shares how TikTok constantly tests and learns from new approaches, such as affiliate marketing, to improve its commerce strategy. Additionally, she stresses the importance of authenticity and establishing creator partnerships in order to build successful communities on social media. 

So, what's next for TikTok? Sandie shares that although the platform is still in its testing phase, TikTok is focused on building a seamless marketplace where both community and creators are valued in the US.

Key Takeaways:

• TikTok's community commerce approach drives e-commerce success
• Authenticity and creator partnerships are key to building successful communities on social media
• TikTok succeeds by offering a seamless one-stop shop commerce experience

Hosted on Acast. See acast.com/privacy for more information.

The Brand Yearbook story begins when Michelle, who was then the GM of Gen Z Innovation at Nike, was working on the launch of Nike's NbG and brought on Sara as a consultant for the launch's community & content strategy. The two found themselves constantly connecting to celebrate the successes and interesting plays made by companies looking to win over Gen Z. Their enthusiasm led them to share their perspectives through The Brand Yearbook in order for others to learn what was working and why.

Throughout the episode, Sara and Michelle emphasize crucial themes for brands to consider when targeting Gen Z, including nostalgia and an emphasis on creative, content-centric strategies. They delve into the changing concept of luxury, exemplified by brands like Erewhon, and discuss how self-expression on social media platforms such as TikTok fuels the desire for distinctive, identity-driven products.

Sara and Michelle additionally explain how the transition from transactional websites to platforms centered on content and community is fueled by the generation's desire for deeper relationships between the branding they observe and the products they buy.

Key Takeaways:

• The growing popularity of social media platforms emphasizes the need for products to be more expressive and unique
• To appeal to Gen Z, brands should implement innovative, content-based strategies
• The transition from transaction-oriented websites to content and community-focused platforms demonstrates content's vital role in influencing consumer behavior

Hosted on Acast. See acast.com/privacy for more information.

Dr. Oswalt’s career has spanned multiple job functions at both large and small companies. When deciding if a new opportunity is right for her, Dr. Oswalt asks herself two questions. 1. Can I make a difference? 2. Can I learn something? She shares why these questions guide her choices and how she establishes herself as an effective leader.

As a leader, she focuses on four key agilities:  people, change, results, and mental agility.  These key agilities have allowed her to win in any environment. Above all, being a good listener whether as part of her recent “listening tour” or during Kodiak’s “Thursday Touchpoints” allows her to “get out of the bear den” and build trust with everyone invested in the brand from employees, to customers, to suppliers, to retailers.

Finally, Dr. Oswalt shares what she learned while writing her doctorate dissertation about the lack of female leaders in Fortune 500 companies. She found that the main deterrents to women in the corporate world are that they lack a sense of self-belonging along with the gender stereotypes and biases that they face. In order to improve the representation of women in leadership positions,  they need strong female role models and company support. 

There is no question that Dr. Oswalt truly embodies what it means to approach commerce bravely.

Key Takeaways:

• Staying small can be a strength if you have a team that lives the values of your brand
• When considering new opportunities look for challenges that make you a little bit nervous and offer you transferable skills
• Organizations need to focus on building leadership skills for middle managers in order to create a sense of psychological safety for their employees

Hosted on Acast. See acast.com/privacy for more information.

Boris shares his insights on managing stakeholders, underlining the significance of listening and staying close to global markets to comprehend consumer pain points. He also highlights the importance of learning from external sources to gain valuable insights into successful eCommerce strategies and applying their suggestions to enhance your business.

Boris emphasizes the importance of understanding market differences and the need for a unified, well-aligned strategy when initiating new business partnerships. He highlights that successful partnerships require a combined approach, a shared plan, and awareness of each other’s priorities.

In addition, Boris explores the potential that AI offers eCommerce, particularly in content creation. He encourages everyone in the industry to stay informed, experiment with new AI technologies, and understand the possible impact AI could have on the industry.

Key Takeaways:

• Establishing successful partnerships in the business requires a collaborative approach
• Staying adaptable and vigilant to market trends is essential for sustained growth
• Customizing strategies according to market-specific needs is key to thriving globally

Hosted on Acast. See acast.com/privacy for more information.

Subscribe to BRAVE COMMERCE on your favorite podcast platform!

You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.

Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.

And if you have a question or suggestions for the show, send us an email at podcast@adweek.com.

Hosted on Acast. See acast.com/privacy for more information.

Markowitz delves into his role at the Mets, focusing on the value of thoroughly understanding a company's audience, and explains how the Mets utilize strategies like propensity modeling and journey automation to captivate existing fans and attract new ones. By leveraging the Mets' digitally enabled buying experiences and entry points, he explains how this data is employed to gain a deeper understanding of customer behavior.

Markowitz defines the importance of analyzing various digital channels, such as organic search, display, and paid social media placements, to optimize a company's marketing efforts. After landing his new role at the New York Mets, he shares that his secret to securing rewarding future opportunities later in his career was fostering relationships and maintaining adaptability in the face of a constantly evolving digital landscape.

Key takeaways:

●     Revolutionize audience engagement by becoming more approachable, accessible, and relatable

●     Optimize marketing efforts by exploring various channels, including search, paid advertising, display, and paid social media

●     Nurturing relationships is essential for maintaining future professional prospects

Hosted on Acast. See acast.com/privacy for more information.

Supergoop, founded by Holly Thaggard, began with the question: how to make a product that creates joy and put the talent and strategy behind that idea? Amanda explains the importance of building a well-rounded team that matches the goals of the brand in order to scale effectively.  

She outlines how Supergoop started as a wholesale business, but fostered the customer fanaticism of a direct to consumer brand. According to Amanda, brand success relies on creating “a movement, not a moment.” 

Key takeaways:

• Maximizing all distribution channels, including retail partnerships, is essential for scaling a business effectively.
• Incremental sales play a critical role in maximizing the value of marketing dollars.
• Adapting to changes in marketing channels and distribution methods is crucial to remain competitive

Hosted on Acast. See acast.com/privacy for more information.

Subscribe to BRAVE COMMERCE on your favorite podcast platform!

You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.

Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.

And if you have a question or suggestions for the show, send us an email at podcast@adweek.com.

Hosted on Acast. See acast.com/privacy for more information.

The rise in retail media has resulted in fewer and fewer consumers opting into sharing their data; Austin stresses combating this hesitancy requires that you offer additional value in exchange for their participation. He explains that Sam's Club's success stems from leveraging first-party deterministic data to benefit consumers and brands as opposed to using it only to further their own ends

Austin talks about the importance of listening to suppliers and brands and identifying areas for improvement while focusing on perfecting the product set. He advises that brands seeking to partner with companies like Sam's Club have a defined business objective, have sponsored products ready to launch, and be able to present a clear value proposition that benefits consumers.  

Sam's Club has adopted a member-first marketing strategy, prioritizing customers by providing tailored high-value products. Every product is evaluated on whether or not it will benefit the consumer, increasing the member's trust in the company. Austin additionally emphasizes the importance of extending retargeting efforts after the initial purchase to ensure members return for that second purchase.

Key Takeaways: 

• Prioritize value exchange for consumers and advertisers
• Focus on driving incrementality and maximizing audience penetration
• Maintain targeting efforts beyond the initial purchase

Hosted on Acast. See acast.com/privacy for more information.

Grant Hill, who spent 19 years in the NBA, has expanded his business portfolio to encompass real estate, executive leadership, sports analysis, board membership, and even art. The obstacles Hill faced when transitioning to remote work highlighted for him the importance of face-to-face interactions. While technology can be helpful, Hill prioritizes connecting in person as much as possible. 

He emphasizes the importance of communicating a clear north star, as well as setting long-term and short-term goals, regardless of whether your company operates virtually or in person. He also explains how vulnerability can be advantageous for leaders, particularly when working remotely. 

Key Takeaways:

• Vulnerability is a sign of strength
• A clear concise message and targets for your team is crucial
• Define the company culture that fits your leadership style

Hosted on Acast. See acast.com/privacy for more information.