BRAVE COMMERCE: Recent Episodes
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MikMak Founder & CEO Rachel Tipograph and Profitero’s President Sarah Hofstetter tackle what’s relevant in eCommerce today for the world’s biggest brands. Each episode they’ll share tips worth millions in sales, while interviewing the bravest marketers on how to navigate eCommerce’s latest consumer and retailer dynamics.
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In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Michael Rosenberg, founder and CEO of PIM Brands, to explore the fascinating journey of his company. Initially founded as "Promotion in Motion" with the idea of advertising on tractor trailers, Rosenberg's company has transformed into one of North America's leading confectionery businesses. He shares the intriguing backstory of how a licensing deal with Columbia Pictures for Annie-shaped cookies marked the beginning of their success in the food and candy industry, eventually leading to their rebranding as PIM Brands. Rosenberg emphasizes the importance of adaptability and innovation, crucial elements that have driven the company's growth and evolution over the years.
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.
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Loretta Franks, Global Chief Data & Analytics Officer at Kellanova, started her career at Kellogg’s seventeen years ago. Thanks to a recent spinoff, she now works at a company with a 118 year legacy that is also a start-up. In this conversation, recorded live on June 4th, 2024 at Shoptalk Europe in Barcelona, Loretta shares the experience of managing IT through the separation of Kellonova from WK Kellogg Co as well as how she successfully leads a data and analytics organization across 180 countries and an extensive array of product categories.
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
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Over the years, BRAVE COMMERCE hosts Rachel Tipograph and Sarah Hofstetter have made it a point to focus on the experiences and stories of their guests, and not themselves. As a result, they have never used this platform to highlight the work they do in their day-to-day roles: Rachel as the Founder and CEO of MikMak and Sarah as the President of Profitero.
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.
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In his 13 years with the company, Sean Adams, SVP of Digital Commerce at Utz Quality Foods, LLC, the operating company of Utz Brands, Inc., has boiled their approach down to this simple philosophy: “Build sales overnight and brands over time.”
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)
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Early in his career, Dan O’Leary realized that “If you don’t find some different paths, you’re not going to stand out at all.” Even though he has worked at a series of CPG and food companies, he has made a point of raising his hand for the complicated and unpopular opportunities. These choices gave him the opportunity to stretch, feel uncomfortable, and thus differentiate himself.
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
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In this episode of BRAVE COMMERCE, Ben Goodwin, Co-Founder, CEO, and Formulator of OLIPOP, joins hosts Rachel Tipograph and Sarah Hofstetter to offer insights into the challenges and strategies involved in creating products that bring both enjoyment and health benefits to consumers.
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
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In this episode of BRAVE COMMERCE, Luke Kigel, Kimberly-Clark North American Vice President of Digital Marketing & Consumer Experience, joins hosts Rachel Tipograph and Sarah Hofstetter to offer insights into the evolving landscape of marketing and consumer behavior within the CPG industry.
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
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In this episode of BRAVE COMMERCE, Nathalie Gerschtein, President of Consumer Products at L’Oréal, joins hosts Rachel Tipograph and Sarah Hofstetter to share strategies for navigating the ever-evolving beauty industry landscape.
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
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In this episode of BRAVE COMMERCE, Ajay Sharma, Vice President of eCommerce and Omnichannel at Bayer Consumer Health North America, joins hosts Rachel Tipograph and Sarah Hofstetter to offer a comprehensive overview of the evolving eCommerce landscape, emphasizing the importance of agility, innovation, and strategic partnerships in driving success in the digital marketplace.
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
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In this episode of BRAVE COMMERCE, Mir Zaman, Vice President of Commercial Operations at Spectrum Brands, joins hosts Rachel Tipograph and Sarah Hofstetter to provide insights on leadership, innovation, and adaptability, offering strategies for navigating dynamic business landscapes effectively.
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
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In this special episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter celebrate Women's History Month by featuring key moments from past interviews with remarkable women leaders, offering insights into their experiences, and showcasing diverse perspectives on leadership, innovation, and empowerment.
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
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On this episode of BRAVE COMMERCE, Gabrielle Wesley, Chief Marketing Officer at Mars Wrigley, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about brand strategy, the importance of Halloween in the candy industry, and the company's commitment to fostering an inclusive internal culture.
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
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On this episode of BRAVE COMMERCE, Wendy Jean Bennett, Vice President of Retail Commerce Leadership at Tyson Foods, joins hosts Rachel Tipograph and Sarah Hofstetter to offer a deep dive into the complexities of modern-day commerce, sharing insights into the evolving landscape of retail, consumer behavior shifts, and strategic considerations for growth.
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
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In this episode of BRAVE COMMERCE, Eric Tarnowski, VP of Connected Commerce at Kenvue, joins hosts Rachel Tipograph and Sarah Hofstetter to offer insights into the complexities of change management and the strategic imperatives of connected commerce in the digital era.
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
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In this episode of BRAVE COMMERCE, Sarah Travis, President at Roundel, joins hosts Rachel Tipograph and Sarah Hofstetter to offer insights into the challenges and opportunities shaping the future of retail media, her perspectives on work-life balance, and diversity in leadership roles.
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
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In this episode of BRAVE COMMERCE, Bas van Kesteren, Global Head of eCommerce at Sanofi, joins hosts Rachel Tipograph and Sarah Hofstetter to offer valuable insights into the complexities of leading eCommerce initiatives in a global pharmaceutical company, touching upon organizational dynamics, market trends, technological advancements, and more.
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
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In this episode of BRAVE COMMERCE, Thomas Ranese, Chief Marketing Officer at Chobani, joins hosts Rachel Tipograph and Sarah Hofstetter to offer insights into the intersection of technology and Consumer Packaged Goods (CPG), Chobani's remarkable growth, and the challenges and opportunities facing the CPG industry.
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
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In this episode of BRAVE COMMERCE, Analyst & Consultant Andrew Lipsman joins hosts Rachel Tipograph and Sarah Hofstetter to provide a comprehensive exploration of the current state and future trajectory of retail media, offering valuable perspectives for brands, retailers, platforms, and technology partners navigating this dynamic ecosystem.
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.
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In this episode of BRAVE COMMERCE, Ari Labell, the President of North America for The Hain Celestial Group, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the company's dedication to promoting healthier living across various categories.
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.
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On this episode of BRAVE COMMERCE, Julien Bouzitat, the US General Manager of LaNeige & Innisfree, part of the Amorepacific Group, joins hosts Rachel Tipograph and Sarah Hofstetter to share valuable insights into the evolving landscape of beauty, the significance of strategic partnerships, and the nuanced art of adapting global brands for regional success.
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.
On this episode of BRAVE COMMERCE, Esi Eggleston Bracey, President Unilever USA, CEO Personal Care North America, talks about creating a human-centric brand. From her work at P&G to developing Febreze Esi has found ways to drive profits while helping people.
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.
With holiday spending in full swing, brands could really benefit from some retail media spending advice. On this episode of BRAVE COMMERCE, Kate Crowley, LEGO’s Head of B2B eCommerce Marketing Strategy and Implementation in Western Europe, and Luke Sebire, the head of their Global eCommerce Center of Excellence, join hosts Rachel Tipograph and Sarah Hofstetter to discuss the opportunities associated with building global brands via retail media.
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.
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On this episode of BRAVE COMMERCE, Darren MacDonald, Chief Customer Officer at Petco, joins hosts Rachel Tipograph and Sarah Hofstetter to offer unique perspectives from the retailer side of the Pet Care business.
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
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On this episode of BRAVE COMMERCE, Andrea Sengara, Head of Marketing, US, Campari Group, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the cultural phenomenon surrounding the Aperol Spritz and what that story can teach us about the current state of alcohol branding.
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
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On this episode of BRAVE COMMERCE, Kristof Neirynck, Global Chief Marketing Officer and Managing Director at Avon, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the evolution of relationship selling and the innovative approaches Avon has adopted in the contemporary market.
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
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On this episode of BRAVE COMMERCE, Mizkan America’s President & COO, Diego Palmieri, and Head of Connected Commerce, Neha Mallik, join hosts Rachel Tipograph and Sarah Hofstetter to talk about Mizkan's strategic approaches to staying ahead in a dynamic CPG market.
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
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On this episode of BRAVE COMMERCE, Tony Crecca joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the transformative power of connected commerce in the evolving retail landscape.
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
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On this episode of BRAVE COMMERCE, Mark Clouse, CEO at Campbell Soup Company, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about core strategies and challenges that have defined Campbell's success over the years.
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
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On this episode of BRAVE COMMERCE, Monisha Dabek, Chief Commercial Officer and General Manager at Ocean Spray, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about ways to navigate the dynamic landscape of the consumer goods industry.
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
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In this episode of BRAVE COMMERCE, Nuno Pedro, Global Head of the Digital Center of Excellence at Mark Anthony Group, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about the challenges and strategies needed to establish a prominent position in the competitive beverage industry.
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
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Rachel & Sarah’s podcast has long been about building great companies while honoring the human side of business and leadership. On this special episode of BRAVE COMMERCE, our co-hosts shared candid experiences balancing being both Jewish and business leaders during horrific world events, offering suggestions on how to address workplace sensitivity.
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On this episode of BRAVE COMMERCE, Chris Cowger, Senior Vice President of Global eCommerce & Online Experience at Dell, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about leadership, turnaround strategies, and the significance of aligning on problem statements.
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
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In this episode of BRAVE COMMERCE, Sharon John, President and CEO of Build-A-Bear Workshop, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss brand licensing, consumer-centric approaches, and the unique experiences that Build-A-Bear offers its customers.
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
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On this episode of BRAVE COMMERCE, Simon Miles, VP of Global Omnichannel Commercial Strategy at The Coca-Cola Company, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about strategies for navigating the complexities of the global marketplace, breaking down silos within organizations, and driving innovation in retail media.
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
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On this episode of BRAVE COMMERCE, Gabrielle Wesley, Chief Marketing Officer at Mars Wrigley, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about brand strategy, the importance of Halloween in the candy industry, and the company's commitment to fostering an inclusive internal culture.
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
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On this episode of BRAVE COMMERCE, Andrew Katz, Chief Marketing Officer at Athletic Brewing Company, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about the evolving non-alcoholic beer market and how Athletic Brewing is seizing this opportune moment.
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
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In this episode of BRAVE COMMERCE (recorded live at Adweek in NYC), Jay Picconatto, VP of Advanced Marketing Solutions at General Mills, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the evolving nature of the consumer goods industry, focusing on adapting to change, leveraging data, and fostering agility.
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
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In this episode of BRAVE COMMERCE, Amina Pasha, Chief Marketing Officer at Thrive Market, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the intricacies of mission-driven marketing and the strategies that have fueled Thrive Market's growth.
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
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On this episode of BRAVE COMMERCE, Vinny Rinaldi, Head of Media & Analytics at The Hershey Company joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the significance of holistic understanding, collaboration, data-driven insights, and consumer-centric strategies in marketing.
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
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On this episode of BRAVE COMMERCE, Pierre-Yves Calloc’h, Chief Digital Officer at Pernod Ricard, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the evolving landscape of the alcohol industry, shifts in consumer behavior, and the impact of digital transformation.
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
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In this episode of BRAVE COMMERCE, Veeral Shah, Chief Digital & eCommerce Officer at Nestlé, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss strategies for optimizing eCommerce, integrating AI solutions, and adapting to evolving consumer trends and retail dynamics.
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
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On this episode of BRAVE COMMERCE, Sucharita Kodali, Vice President and Principal Analyst at Forrester, returns to the podcast to discuss the current state of the consumer economy, the impact of inflation, interest rates, and consumer spending.
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
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On this episode of BRAVE COMMERCE, Diana Haussling, Senior Vice President - General Manager of Consumer Experience and Growth at Colgate-Palmolive, joins hosts Rachel Tipograph and Sarah Hofstetter to share valuable insights into navigating the corporate world, making brave career choices, and building meaningful relationships that foster professional growth.
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
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On this episode of BRAVE COMMERCE, Hamid Saify, Senior Vice President of Digital Retail at Liquid Death, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss marketing strategies that disrupt traditional eCommerce markets. Hamid shares that Liquid Death's exceptional success lies in taking a basic product like water and marketing it with the same energetic approach seen in the alcoholic beverage and energy drink industries. He explains how the brand injects comedic elements into every touchpoint, resulting in an unforgettable brand image.
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
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Founder and CEO of Grove Collaborative, Stu Landesberg, says, “... sometimes people say being early is the same as being wrong, I believe being early is the same as having a head start.” This mantra has been fully embodied by the commendable work of sustainable Home Care brand, Grove Collaborative.
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
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According to this week’s Brave Commerce guest Chris Chesebro, Global Chief Digital Officer at Wella, “Beauty changes peoples’ lives every single day.” Products that help people look and feel how they want to look and feel impact those individuals’ sense of self.
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.
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On this episode of BRAVE COMMERCE Eduardo Luz, Chief Brand and Concept Officer at Panera discusses AI, generosity, and a member-first approach with hosts Sarah and Rachel.
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
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On this episode of BRAVE COMMERCE Joy Simonson, Head of Global Consumer eCommerce at 3M talks about how the brand’s “maker culture” has contributed to its success in both the B2B and B2C eCommerce world.
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
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As Chief Sustainability and Transformation Officer at Albertsons Suzanne Long has an expansive scope of responsibilities ranging from increasing inclusion to decreasing waste and fostering community.
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:
- Climate Action
- Waste Reduction and Circularity
- Diversity, Equity, and Inclusion
- 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
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On this episode of BRAVE COMMERCE, Gonzalve Bich, CEO of BIC, joins hosts Rachel Tipogaph and Sarah Hoffstetter to talk about developing a high-quality product.
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.
- Technical innovation - focusing on sustainable, technically useful products
- Open innovation - accepting and listening to new ideas
- 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
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On this episode of BRAVE COMMERCE, Chris Rogers, Chief Business Officer of Instacart joins hosts Rachel Tipogaph and Sarah Hoffstetter to talk about how Instacart has grown as a Quick Commerce retailer, even after the pandemic. Chris recalls his work experience with Apple, and how he made the jump to Instacart when it was a much smaller company than it is today. Upon taking this potentially risky leap, he quickly saw the company scale to provide solutions to many consumers seeking delivery options amidst the COVID-19 Pandemic.
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
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On this episode of BRAVE COMMERCE Heather Malenshek introduces hosts Rachel and Sarah to the full breadth of what Land O’Lakes offers not only to customers, but also to the farmers who make their products possible. She shares that Land O’Lakes is on a mission to promote the critical role that farmers play in putting food on our tables as part of the full complex story that is the Land O’Lakes brand narrative.
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
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On this episode of BRAVE COMMERCE, Shelley Zalis, Founder and CEO of The Female Quotient, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the importance of gender equality and diversity in business.
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
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On this episode of BRAVE COMMERCE, hosts Sarah and Rachel sit down with Diana Frost, Chief Growth Officer at Kraft Heinz to discuss agile leadership, the importance of learning from failures, and the company's growth strategies.
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
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On this episode of BRAVE COMMERCE Eduardo Luz, Chief Brand and Concept Officer at Panera discusses AI, generosity, and a member first approach with hosts Sarah and Rachel.
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.
In this episode of BRAVE COMMERCE, Gabi Lewis, Co-Founder of Magic Spoon, joins Rachel and Sarah to share his insights on expanding into the retail space from a DTC perspective with a focus on innovation, acquisition, and brand identity.
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
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In this episode of BRAVE COMMERCE, Sandie Hawkins, GM of US eCommerce at TikTok, joins Rachel and Sarah to discuss the power of including TikTok in your brand strategy.
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
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In this episode of BRAVE COMMERCE, Sara Wilson and Michelle Goad, the minds behind The Brand Yearbook, explore the intriguing world of Gen Z and their influence on branding and media.
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
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This episode of BRAVE COMMERCE features the impressive and inspiring Dr. Val Oswalt, CEO & Board Member at Kodiak.
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
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During this episode of BRAVE COMMERCE, Boris Ruetten, Head of Global eCommerce at Henkel, discusses the ever-changing landscape of global eCommerce, emphasizing the need for continuous adaptation and staying attuned to market trends in order to achieve sustainable growth.
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
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CMO of Heineken USA Jonnie Cahill discusses the importance of maintaining consistent brand values and messaging during times of change. He also talks about the recent blurring of lines between CPG categories, and how your brand can take advantage of this liberating power to become more consumer centric. Lastly, Jonnie advises how to use positioning, content and tone of voice in eCommerce to communicate why your brand deserves its premium price point.
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And if you have a question or suggestions for the show, send us an email at podcast@adweek.com.
During this episode of BRAVE COMMERCE, Andy Markowitz, VP of Digital Retention and Acquisition Marketing at the New York Mets, highlights the importance of adapting digitally, maintaining strong professional relationships, and continuously building value in the fast-paced marketing landscape.
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 Met’s 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
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During this episode of BRAVE COMMERCE, Amanda Baldwin, CEO of Supergoop, shares how she aligns the brand’s mission with a focus on consistent incremental profitability.
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
Katie Kirkpatrick, VP of Digital Commerce at Bacardi, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss how the digital shelf influences omnichannel consumers. She talks about how employees are inspired to develop an “ownership mentality” and take pride in their work at Bacardi. She then discusses the future of alcohol eCommerce, and last-mile delivery. She explains that the digital shelf plays a massive role in influencing all alcohol shoppers, even those who make purchases in-store. This stresses integrating marketing and sales to win and making customer connections across all channels.
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And if you have a question or suggestions for the show, send us an email at podcast@adweek.com.
On this episode of BRAVE COMMERCE, Austin Leonard, Head of Sales at Sam's Club Member Access Platform (MAP), highlights the increasing need to offer value to consumers in exchange for their engagement with your brand, especially as we shift to a post-cookie future.
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
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On this episode of BRAVE COMMERCE, Grant Hill, Basketball Hall of Famer, co-owner of Atlanta Hawks, and board member of Campbell Soup Company, shares strategies for fostering trust and vulnerability by identifying and defining your workplace culture.
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
On this episode of BRAVE COMMERCE, Lewis Broadnax, Vice President of Global eCommerce & Digital at Sazerac Company, shares the four major pivot points that have shaped the trajectory of his career:
- From DTC to multichannel
- From unregulated to regulated
- From considered purchase (computer) to unconsidered purchase (alcohol)
- From a direct discussion with the consumer to a more removed three tier system
These pivots shaped how he approaches the consumer experience. He prioritizes reducing consumer friction both by testing and implementing the right MarTech solutions and by taking a true multichannel approach i.e. being where the consumer wants to shop.
Beyond his work as an eCommerce leader, he makes a point to support DEI initiatives both at Sazerac and across the eCommerce landscape. Experience has taught him that the most effective DEI programs take a micro approach focusing on the individual interactions and development. He sees potential for the creator economy to lead to more opportunities for mentorship and partnership.
Key takeaways:
- Reserve 10 - 15 percent of your budget to test new MarTech solutions
- Platforms and channels that offer more transparency are going to win with the consumer
- Consumers do not care about your internal structure, they care about their shopping experience
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On this episode of BRAVE COMMERCE, Esi Eggleston Bracey, President Unilever USA, CEO Personal Care North America, talks about creating a human-centric brand. From her work at P&G to developing Febreze Esi has found ways to drive profits while helping people.
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.
Key Takeaways:
- You can build a business and a great career by helping people first.
- Know yourself, be yourself, and share yourself with others.
- Commit to the journey, set goals, be aware of where you are, and take action.
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On this episode of BRAVE COMMERCE, Denise Woodward, Founder & CEO of Partake Foods, talks about growing and developing a bootstrapped business. Denise opens with the inspiring story of Partake Foods. She wanted to make a product for her daughter, who suffers from food allergies. When discussing it with her husband at the zoo one day, a stranger overheard her and told her about a local small business competition. Denise won and then left her long-term job at Coca-Cola to sell her product at local conventions, farmer’s markets, and retailers.
Growing quickly, Partake Foods is now distributed to over 9000+ retailers. Denise accredits this growth to her robust relationships with retailers, the community she’s built among her consumers, and using data to understand the product’s ROI.
When it comes to hiring, Denise mentions a book she read called The Ideal Team Player, which suggests that companies should look for talent that is “humble, hungry, and smart”. Denise elaborates on what exactly this has meant to her. She speaks further on the importance of hiring diverse teams and hiring and growing employees from underrepresented backgrounds.
This episode details Denise’s inspiring story of growing from a small business to a successful CPG brand, and gives great insight into how similar brands can grow as well.
Key Takeaways:
- Successful businesses come from the leadership living and exemplifying the mission every day
- Finding tools that understand where your customers find your product is key.
- Measure retention to determine the success of your inclusive hiring programs.
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On this episode of BRAVE COMMERCE Joy Simonson, Head of Global Consumer eCommerce at 3M talks about how the brand’s “maker culture” has contributed to its success in both the B2B and B2C eCommerce world.
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
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On this episode of BRAVE COMMERCE Cristina Marinucci, Global Head of Shopper Excellence at Mondelez International gets Phygital with hosts Sarah and Rachel.
She starts by defining Phygital - the blending of the digital and physical to create enhanced experiences for all our customers - and then delves into the best practices for rolling out this omnichannel approach to retail both with customers and with internal stakeholders.
In order to grow an omnichannel business, you need cross-functional buy-in. Cristina says that demonstrating measurability and the halo of digital influence on all sales has helped shift mindsets at Mondelez.
As an international leader, Cristina also speaks to the need to meet each market where they are and to take advantage of the opportunities offered by less developed markets to test and learn outside of existing infrastructures.
You will leave this episode with a whole new Omnitude and a new vocabulary for providing excellent shopper experiences.
Key Takeaways:
- When pitching omnichannel initiatives internally, make it simple and demonstrate “what’s in it for me” to your audience.
- Measure not just digital sales, but digital influence in order to see the full power of your Phygital efforts.
- Collaboration, whether cross-functional teams or co-creating experiences with retailers, fosters the best omnichannel results.
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On this episode of Brave Commerce, Anouck Gotlib, CEO of Belgian Boys, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss branding and developing products over time.
Gotlib shares the experience of creating and launching Belgian Boys with her husband. She explains how she gave the product “clothes” or rather developed the brand to be exciting and enticing to customers. In developing the brand she looked to the consumer and has gone back to consumer feedback to elevate and evolve it.
As a first-time CEO operating a CPG organization, Gotlib prioritizes the value of learning from her team and listening to them with an open mind. Her battles with imposter syndrome have taught her to lean on her community when facing obstacles and learning from mistakes.
Gotlib reveals several key choices that helped drive consumer attention to Belgian Boys including where the product is positioned in grocery stores alongside complementary products. By relying on key data points to drive decisions, Belgian Boys has scaled across a wide selection of retailers and is continuing to grow.
Key Takeaways:
- Branding goes beyond a logo or a package to product placement and ethos
- Consumer-driven brands succeed via a deep understanding of their consumers’ lifestyle
- Persistence pays off for emerging brands, especially when it comes to retailer relationships
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On this episode of Brave Commerce, Michal Geller, President of eCommerce & Digital at Newell Brands, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss retail media and eCommerce attribution.
Geller shares his experience using retail media as a productive media platform. He explains how brands can utilize retail media to develop strong relationships with retailers. Once brands align with retailers, both sides can use retail media together to generate profit.
He explains that brands can use data and analytics to drive profitable growth. For example, when a brand identifies who a consumer is, they can develop products that might solve for their needs. Ultimately, the brand can target the consumer with the right offers and product portfolio to entice them to purchase and inspire consumer loyalty and obsession.
Finally, Geller speaks on attribution, and how even when in-person sales might outweigh eCommerce, any brand with a digital presence should pay attention to eCommerce. At every digital touchpoint, it is essential to recognize that consumers are buying your product in many ways.
Key Takeaways: * Retail media is a valuable tool, especially for brands when building retailer relationships * Data and analytics can help your brand appeal and respond to consumers in meaningful ways * With eCommerce and digital enablement, consumers are learning about products via multiple channels
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On this episode of BRAVE COMMERCE, Lisa Mann, Managing Director and CMO of Raines International, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the state of the current talent ecosystem.
Lisa shares why she came out of retirement in the middle of the pandemic to take a new job outside her experience in CPG. She says she was attracted to creating a true talent ecosystem, and implementing executive search, assessments, and leadership consulting. Fast forward to today, she says the talent ecosystem she is now a part of is unlike no other and has been since the pandemic started. For instance, she says talent ambitions are big and complex for many companies since they realize that they need to recruit people with the talent and agility to navigate hard economic times.
To succeed in the recruitment process, she says interviewers need to mitigate bias, and interviewees need to market themselves like a product. She says it's beneficial for the interviewee to address questions and concerns with the interviewer. She says soft skills are becoming more important for recruiting C-suite executive roles. To lead a team, executives must be well-versed in listening, collaborating, and influencing their team.
Key Takeaways:
- The talent ecosystem has become more complex since the pandemic
- Preparation from both parties is crucial for interviews
- Having those soft skills in addition to hard skills is crucial for any leadership position
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On this episode of BRAVE COMMERCE, Jim Mollica, Chief Marketing Officer of Bose, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss several ways brands can communicate and connect with their consumers.
Jim shares his experiences of marketing a product in the entertainment, apparel, and consumer electronics industries. Although very different from one another, he explains how creating stories and building fandoms around the product secures engagement of products in all three industries. He then shares Dr. Bose’s success with this strategy.
Jim shares how first-party insight data helped him and his team clearly define who Bose wants to serve and ultimately the mission and vision of the company. He then says his partnership with Bose’s product team helped him develop a single voice of the consumer. With the content being associated with one core voice, Jim says that he and his team are able to optimize content creation where they can learn even more insights to develop clear brand messaging.
The Takeaways:
- Storytelling is a powerful way to drive consumer engagement
- Data should support your brand’s mission and vision
- Content creation and clear brand messaging take products to the next level
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During this conversation, Jay Sethi, CMO of Diageo Beer Co at Diageo paints a picture of multicultural neighborhoods sharing the foods and flavors they love thus expanding one another’s tastes and perspectives.
Jay backs up this idyllic vision with a unique approach to following immigration data to predict consumer trends. He speaks to serving “the total American consumer” with authenticity and empathy. Using the example of Diageo’s acquisition of Lone River Ranch Water he discusses shaping the future of your category in a way that reflects culture in the best possible way. Heritage, he says, helps brands secure and sustain a place in the hearts and minds of their customers.
When you take the time to expose yourself to the full spectrum of American communities - whether you are a marketer, business dev leader, agency exec, or in any other role - you develop a deeper understanding of America’s amazing diversity (in the most literal sense of that word). This understanding will shape your product development, your marketing messages, and your corporate roadmap in meaningful ways that drive growth and customer loyalty.
Looking to the future, he sees the emerging buying power of Gen Z as the force to follow in determining the next steps for your brand strategy.
The Takeaways:
- Immigration data is an often overlooked predictor of consumer trends
- Taking a multicultural approach to your brand strategy drives growth and retention
- Gen Z prizes authenticity and their buying power is only increasing
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With holiday spending in full swing, brands could really benefit from some retail media spending advice. On this episode of BRAVE COMMERCE, Kate Crowley, LEGO’s Head of B2B eCommerce Marketing Strategy and Implementation in Western Europe, and Luke Sebire, the head of their Global eCommerce Center of Excellence, join hosts Rachel Tipograph and Sarah Hofstetter to discuss the opportunities associated with building global brands via retail media.
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.
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On this episode of BRAVE COMMERCE, Anton Vincent, President of Mars Wrigley, North America, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss empathy in customer experiences. Through brand experience, consumers can often develop an emotional attachment to their favorite products. This attachment can help brands transition their consumers to supporters of the overall brand.
Vincent shares his views on why he believes brands must consider how they can affect people's lives. Specifically, he mentions the sustainability journey Mars is on and their progress regarding wastewater treatments and packaging. Moreover, Vincent shares examples of how he and his company go beyond product marketing by focusing on consumer relationships. He juxtaposes the “consumer relationship” with the “customer relationship,” speaking on the importance of creating an experience for the consumer. He then shares a personal experience when he truly understood the consumer and had compassion for them.
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When it comes to business, how do you respond to “no” from customers or collaborators? On this episode of Brave Commerce, Todd Kaplan, CMO of Pepsico, joins hosts Rachel Tipograph and Sarah Hofstetter to reflect on the importance of taking risks.
Kaplan starts the episode by recounting his long career at Pepsico, and how it's kept his attention over the years. He speaks on voicing his opinion fearlessly and helping the company innovate, an example being the recent “Better with Pepsi” campaign. Kaplan also explains Pepsico’s integration with Web3 and their NFT presence. He speaks on the importance of consumer relevance.
Like all of our guests, he also shares some of the bravest things he’s done personally and professionally.
With the end of the year approaching, now is a perfect time to reflect on how brands connect with consumers. On this episode of the Brave Commerce podcast, Olga Osminkina-Jones, SVP of Global Category Growth Officer at Reckitt, joins hosts Rachel Tipograph and Sarah Hofstetter to reflect on the importance of value creation.
In this enlightening and emotional session, Olga speaks on the challenges and triumphs of reaching audiences of personal industries like Intimate Wellness. She mentions how stigma and shame keep consumers from the Intimate Wellness category. Through her marvelous journey of self acceptance, Olga is now working hard to de-stigmatize the Intimate Wellness Category.
Olga believes the most important skill for modern-day CPG brands is understanding their consumers. She discusses how brands should not only serve consumers, but also try to change their lives. She hopes that as eCommerce evolves, more and more people will embrace the Intimate Wellness category.
Hasbro President and COO Eric Nyman joins hosts Rachel Tipograph and Sarah Hofstetter to discuss everything from product diversity to how they respond to consumer insights to fostering employee growth and development. Nyman paints a picture with the consumer at the center of everything they do followed by the brands and then the innumerable possible activations for each of those brands. This model helps to empower employees to set their own course for growth in the direction that aligns with their passions.
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Brigitte King, Global Chief Digital Officer at Colgate Palmolive, is an expert and pioneer in the digital space. Brigitte shares her advice for leading a team through a digital transformation while respecting and appreciating the culture of your company.
She describes how teams can work to embed curiosity into their organizations to encourage education and innovation around eCommerce, as well as what to look for when building a curious team. Brigitte also describes using data as a guiding late towards making the consumer journey the best it can be.
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Sucharita Kodali, VP and Principal Analyst at Forrester, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss financial business strategy and consumer spending habits. Sucharita shares her thoughts on how consumers are spending despite inflation. She talks about how 2021 is not the best indicator for commerce because of how the landscape shifted post-pandemic, and explains how habits will change over the next year.
Discussing the recent popularity of layaway (or buy now, pay later options), Sucharita talks about the longevity of these businesses with the increasing interest rates. She then talks about delivery services and how these companies can strengthen their B2B relations in cohesion with their B2C product. She stresses the importance of automation.
Sucharita also offers her advice to brands, recognizing the value of alignment between a brand’s eCommerce team and their partners to experience success in eCommerce.
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Author Rishad Tobaccowala joins hosts Rachel Tipograph and Sarah Hofstetter to discuss navigating remote work environments. Rishad opens by explaining the value of working from home and how the COVID-19 pandemic forced companies to utilize technologies they had at their disposal to make remote work fully functional. He explains how many companies are quick to come back to the office and return to life pre-pandemic.
However, he feels the new standard should be “2021 rather than 2019” by allowing employees not to have to deal with the tax of coming into the office. He further rationalizes this by discussing the importance of in-person interactions and integrating those interactions with a remote work environment. He shares how companies can best encourage employees to have those in-person interactions and how priority for it varies among roles and experience. He talks about the benefits of hiring in clusters around major cities to promote employee engagement and interaction and closes with some stories of personal experiences in the workplace.
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Neel Arora, newly deemed Global Head of eCommerce at Nestle, has gained an impressive expertise in the eCommerce industry across regions, industries & retailers. Using his experience, Neel advises brands on where to invest & focus their longterm strategies to fulfill effectively balance profitability with consumer needs. Specifically, he discusses the value in of “Q-Commerce”, educating organizations at scale, & making decisions quickly and effectively.
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Kalen Thornton, Chief Marketing Officer of Gatorade at PepsiCo, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss marketing and product innovation. Kalen begins by explaining his atypical career, being a professional athlete and finance professional, and then applying those skills to his current work in marketing.
As a leader of the Gatorade brand, Kalen shares how his experience as a football player for the Dallas Cowboys has helped him build relationships with the athletes Gatorade works with. Speaking on Gatorade’s Fuel Tomorrow campaign, Kalen tells Rachel and Sarah how Gatorade focuses on giving back to underserved communities and future generations of athletes. Kalen then talks about how this initiative has strengthened the brand’s DTC efforts, stressing the importance of cultural relevance as the brand grows.
In closing, Kalen articulates the full sweep of products Gatorade offers in its portfolio, and how these products help serve a multifaceted consumer’s needs.
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Kalen Thornton, Chief Marketing Officer of Gatorade at PepsiCo, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss marketing and product innovation. Kalen begins by explaining his atypical career, being a professional athlete and finance professional, and then applying those skills to his current work in marketing.
As a leader of the Gatorade brand, Kalen shares how his experience as a football player for the Dallas Cowboys has helped him build relationships with the athletes Gatorade works with. Speaking on Gatorade’s Fuel Tomorrow campaign, Kalen tells Rachel and Sarah how Gatorade focuses on giving back to underserved communities and future generations of athletes. Kalen then talks about how this initiative has strengthened the brand’s DTC efforts, stressing the importance of cultural relevance as the brand grows.
In closing, Kalen articulates the full sweep of products Gatorade offers in its portfolio, and how these products help serve a multifaceted consumer’s needs.
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Antoine Borde, VP of Global eCommerce at Danone, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss adding value to a product with the consumer’s needs top of mind. Antoine starts by speaking about how Danone has been challenged and inspired by its competitors. He also explains how smaller and newer brands have an “always on” mindset when connecting with customers.
Recalling his vast experience as an entrepreneur before Danone, Antoine explains how Danone has adopted his mindset of focusing more on the experience they provide to their consumer. He talks about how qualitative and quantitative data can be used to build a brand experience that adds value to a consumer, which is how Danone is able to prioritize effectively with a diverse product portfolio. He discusses how KPIs have shifted lately, leaving more basic performance indicators and moving more towards measuring media value and understanding how a brand is perceived qualitatively.
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Antoine Borde, VP of Global eCommerce at Danone, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss adding value to a product with the consumer’s needs top of mind. Antoine starts by speaking about how Danone has been challenged and inspired by its competitors. He also explains how smaller and newer brands have an “always on” mindset when connecting with customers.
Recalling his vast experience as an entrepreneur before Danone, Antoine explains how Danone has adopted his mindset of focusing more on the experience they provide to their consumer. He talks about how qualitative and quantitative data can be used to build a brand experience that adds value to a consumer, which is how Danone is able to prioritize effectively with a diverse product portfolio. He discusses how KPIs have shifted lately, leaving more basic performance indicators and moving more towards measuring media value and understanding how a brand is perceived qualitatively.
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Julie Bowerman, Chief Marketing Officer of Kellogg Company, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss evolving marketing measurement in an omnichannel world. Julie first recalls her experience working for Coca-Cola and how educational it was for her to work there as eCommerce for food and beverage was emerging. Further, she talks about the importance of culture and how she’s bringing that mentality to Kellogg.
Julie explains integrating commerce as a mindset in the marketing journey of a brand. She talks about adjusting to COVID and the discipline the team at Kellogg had to develop. In closing, she stresses the importance of connecting the bottom to the top of the marketing funnel and measuring marketing using but not limited to media mix modeling (MMM), highlighting data and analytics as key indicators for success and strategy.
Julie Bowerman, Chief Marketing Officer of Kellogg Company, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss evolving marketing measurement in an omnichannel world. Julie first recalls her experience working for Coca-Cola and how educational it was for her to work there as eCommerce for food and beverage was emerging. Further, she talks about the importance of culture and how she’s bringing that mentality to Kellogg.
Julie explains integrating commerce as a mindset in the marketing journey of a brand. She talks about adjusting to COVID and the discipline the team at Kellogg had to develop. In closing, she stresses the importance of connecting the bottom to the top of the marketing funnel and measuring marketing using but not limited to media mix modeling (MMM), highlighting data and analytics as key indicators for success and strategy.
Mark Edmonson, Chief Marketing Officer of Materne North America, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss diverse representation. He talks about his experience as a marketer and how he came to his current position with Marterne. He speaks on the importance of diversity, equity, and inclusion and being represented as a black gay man in the marketing field. Recognizing the importance of representation, Mark explains his recruiting efforts and how he is pulling talent from and creating mentorship opportunities with historically black colleges.
Further, Mark recalls his expertise in digital marketing and his past studying computer science and mathematics. He also mentions the importance of innovation and how leveraging collaborative partnerships can help brands capture new audiences beyond the typical demographics a product is tailored to.
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Mark Edmonson, Chief Marketing Officer of Materne North America, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss diverse representation. He talks about his experience as a marketer and how he came to his current position with Marterne. He speaks on the importance of diversity, equity, and inclusion and being represented as a black gay man in the marketing field. Recognizing the importance of representation, Mark explains his recruiting efforts and how he is pulling talent from and creating mentorship opportunities with historically black colleges.
Further, Mark recalls his expertise in digital marketing and his past studying computer science and mathematics. He also mentions the importance of innovation and how leveraging collaborative partnerships can help brands capture new audiences beyond the typical demographics a product is tailored to.
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Francesca Hahn, VP of Digital Commerce, eCommerce, and DTC at Mondelēz International, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss seamless brand experiences for consumers. Francesca shares how online media is an extension of the brand. She mentions that the goal is to make the brand experience, online or in person, seamless for the consumer. She talks about learning from mistakes, and gives the example of developing OreoID, a customization tool shoppers can use to create their own Oreos. Further, Francesca speaks on using eCommerce to inform all commerce, and gives her tips on how to know online shoppers better. Francesca also offers her advice for networking and leveraging curiosity to stay ahead of the game.
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Francesca Hahn, VP of Digital Commerce, eCommerce, and DTC at Mondelēz International, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss seamless brand experiences for consumers. Francesca shares how online media is an extension of the brand. She mentions that the goal is to make the brand experience, online or in person, seamless for the consumer. She talks about learning from mistakes, and gives the example of developing OreoID, a customization tool shoppers can use to create their own Oreos. Further, Francesca speaks on using eCommerce to inform all commerce, and gives her tips on how to know online shoppers better. Francesca also offers her advice for networking and leveraging curiosity to stay ahead of the game.
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Cindy Gallop, Founder & CEO of MakeLoveNotPorn, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss regulated industries. To begin, Cindy shares how she created MakeLoveNotPorn, a company that is “Pro sex, Pro porn, Pro knowing the difference”. She explains how the SexTech industry is highly regulated, labeling all content as “adult content”. Cindy speaks on how she first defined SexTech, and the success the industry would see in an era where sex can play a role in commerce. In closing, Cindy explains her views on bravery and explains that entrepreneurs should live and work their values and passions.
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Cindy Gallop, Founder & CEO of MakeLoveNotPorn, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss regulated industries. To begin, Cindy shares how she created MakeLoveNotPorn, a company that is “Pro sex, Pro porn, Pro knowing the difference”. She explains how the SexTech industry is highly regulated, labeling all content as “adult content”. Cindy speaks on how she first defined SexTech, and the success the industry would see in an era where sex can play a role in commerce. In closing, Cindy explains her views on bravery and explains that entrepreneurs should live and work their values and passions.
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Clive Sirkin, Executive Chairman of Screendragon, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss business strategy. Clive shares the major blindspots he’s recognized that most brands endure. He shares the importance of learning from past mistakes and evolving strategies accordingly. Clive explains how to inspire high performance from talent and get the right people to work for your company. He then discusses the differences and similarities of working for large Fortune 500 companies as well as small start-ups. He expands on how while the marketing landscape has changed, the goal to convert content into commerce remains the same.
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Clive Sirkin, Executive Chairman of Screendragon, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss business strategy. Clive shares the major blindspots he’s recognized that most brands endure. He shares the importance of learning from past mistakes and evolving strategies accordingly. Clive explains how to inspire high performance from talent and get the right people to work for your company. He then discusses the differences and similarities of working for large Fortune 500 companies as well as small start-ups. He expands on how while the marketing landscape has changed, the goal to convert content into commerce remains the same.
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Esi Seng, CEO of Tate’s Bake Shop, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss scaling an acquired brand. Esi shares the remarkable story of Tate’s Bake Shop and how founder, Kathleen King, created the cookie brand. She talks about the brand’s more recent acquisition by Mondelez, and how as CEO, she has maintained a keen focus on culture in this process. She discusses the integration and the power of empathy between the acquirer and acquiree. Further, she talks about Tate’s Bake Shop’s unique experience aligning their DTC efforts with their B2B efforts, and the differences between selling with retailers and in their in-house bake shop. Esi then emphasizes the importance of DEI on every level of the business contributing to the brand's success.
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Esi Seng, CEO of Tate’s Bake Shop, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss scaling an acquired brand. Esi shares the remarkable story of Tate’s Bake Shop and how founder, Kathleen King, created the cookie brand. She talks about the brand’s more recent acquisition by Mondelez, and how as CEO, she has maintained a keen focus on culture in this process. She discusses the integration and the power of empathy between the acquirer and acquiree. Further, she talks about Tate’s Bake Shop’s unique experience aligning their DTC efforts with their B2B efforts, and the differences between selling with retailers and in their in-house bake shop. Esi then emphasizes the importance of DEI on every level of the business contributing to the brand's success.
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Brie Olson and Alfred Chang, the President and Co-CEO of PacSun, join hosts Rachel Tipograph & Sarah Hofstetter to discuss consumer identity. Brie and Alfred speak on how PacSun, as a clothing brand, is catering to evolving views on gender and gender neutrality.
They explain how they promote inclusivity with their product while still catering to their target audience. They also discuss using different audience segments as indicators for their business strategy, and how PacSun views the younger generation as pioneers for the industry's future. Further, they talk about the evolution of social media, including venturing into the metaverse, NFTs, and Roblox. These platforms give consumers more control over their identity and self-expression, which informs commerce.
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Brie Olson and Alfred Chang, the President and Co-CEO of PacSun, join hosts Rachel Tipograph & Sarah Hofstetter to discuss consumer identity. Brie and Alfred speak on how PacSun, as a clothing brand, is catering to evolving views on gender and gender neutrality.
They explain how they promote inclusivity with their product while still catering to their target audience. They also discuss using different audience segments as indicators for their business strategy, and how PacSun views the younger generation as pioneers for the industry's future. Further, they talk about the evolution of social media, including venturing into the metaverse, NFTs, and Roblox. These platforms give consumers more control over their identity and self-expression, which informs commerce.
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Charlie Chappell, VP of Media at The Hershey Company joins hosts Rachel Tipograph & Sarah Hofstetter to discuss retail media. Charlie discusses Hershey’s company structure, which emphasizes alignment among media, creative, and growth. He explains the importance of streamlining any touchpoint with which the consumer interacts. The three talk about retailer relationships, educating and negotiating with your partners, and getting the greatest ROI out of your media investment. Expanding on these topics, Charlie gives his tips on “resisting the temptation of trade”, using data to develop strategy, and utilizing targeted media.
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Claudine Patel, CMO of Post Consumer Brands joins hosts Rachel Tipograph & Sarah Hofstetter to discuss customer relationships in the CPG eCommerce space. Claudine speaks on how everything a brand does impacts how consumers see them. The three of them discuss inflation, and Claudine explains how to assess the value of your product, gauging the impact it has on the consumers’ everyday lives. In efforts to appeal to a wide array of customers, Claudine shares ways she’s adapted her brand to a premium consumer, experimenting with different options and marketing methods including Mucinex’s “Sickwear” line of Mucinex themed streetwear.
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Gentiane Barret, Global eCommerce Lead at Sanofi, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss how her nonlinear career has contributed to her success as a leader in global eCommerce. Gentiane explains how she uses the innovation skills she developed from her time at Google to impact her current role at Sanofi. She discusses how now, working at a smaller company she can make a larger impact. She also shares her advice about running global eCommerce with empathy and how the best way to see results starts with actively listening to the market.
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Seth Kaufman, President of Moët Hennessy, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss building an exceptional workplace. Seth talks about the importance of tracking success and achievements transparently so the company can be agile and stay motivated. Seth discusses the vitality of inclusivity, sustainability, and DEI. He explains how this empowers employees through servant leadership.
This company model translates to employee retention, business longevity, and, ultimately sales. Furthermore, Seth talks about the relationship between on-premise and eCommerce. He explains Moët Hennessy’s in-house content studio, and how that has served the company from a marketing perspective. Finally, he talks about consumer shopping habits shifting over the years — including the mindset that people are “scrimping to splurge”, or saving in some categories to spend more in others.
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Katie Kirkpatrick, VP of Digital Commerce at Bacardi, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss how the digital shelf influences omnichannel consumers. She talks about how employees are inspired to develop an “ownership mentality” and take pride in their work at Bacardi. She then discusses the future of alcohol eCommerce, and last-mile delivery. She explains that the digital shelf plays a massive role in influencing all alcohol shoppers, even those who make purchases in-store. This stresses integrating marketing and sales to win and making customer connections across all channels.
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Marie-Jeanne Matei, Vice President of eCommerce at Ferrero, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss how to stay on shopping lists in a constantly evolving market. Marie-Jeanne talks about Ferrero as a confectionary brand, and how they manage to stay relevant to consumers. She speaks on the importance of strategically executing paid media and methods to get on the first page of search results.
On this episode, she expounds on optimizing content. She gives her best tips on utilizing her team to stay ahead of algorithms and how to leverage insights to work to Ferrero’s advantage. As a new mother, Marie-Jeanne also talks about how her own shopping habits have evolved since and how this has informed her business decisions.
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Sara Aubitz, Director of Customer Insights and Analytics at Clorox, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss embracing and building eCommerce as a company. Coming from a sales and merchandising background, Sara speaks on how she transitioned to work in CPG eCommerce. She talks about how Clorox built their eCommerce team early, allowing them to mature and adjust as eCommerce has grown in the past few years. She expounds by discussing the importance of structure and having a common language, working under the “3 As”, or assortment, availability, and activation. This language creates a framework for the company to work under that everyone understands.
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Keith Bryan, President of Best Buy joins hosts Rachel Tipograph & Sarah Hofstetter to discuss the evolution of digital commerce and media. Since technology shoppers typically take longer to make a decision on a purchase, Keith talks about the need for first-party data to curate customer-centric advertising. This includes creating standardization among marketing efforts, leveraging advertising to build customer relationships and loyalty, and exploring new, emerging types of media. Keith also shares his thoughts on the importance of DEI and social responsibility as it relates to sourcing media.
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Surabhi Pokhriyal, Chief Digital Growth Officer at Church & Dwight, joins hosts Rachel Tipograph & Sarah Hofstetter for a second time on the podcast, this time with Chief Marketing Officer, Barry Bruno. Together, they share how their experience in various fields (marketing, supply chain, sales) have shaped their approach to business. Barry talks about the process of developing a role that had not formerly existed at the company. Surabhi explains how she took the initial job description and helped develop it to best fit the advancement of the business. They also discuss how Church & Dwight unified sales and marketing and optimized their eCommerce strategy for success.
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Kara Rousseau, VP of Marketing at Walmart Connect, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss best practices for developing omnichannel marketing strategies. Kara explores the significance of creating “customer moments” in eCommerce, aligning brand and marketing strategies with the customer at the right point in the shopping journey, and connecting content and commerce.
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Channan Sawhney, Director Global eCommerce at Johnson & Johnson, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss global eCommerce. Channan shares her expert opinion on assortment strategies for large eCommerce brands and discusses the practice of maintaining and building global retailer relationships. Further, they talk about the evolution of the eCommerce ecosystem, the role of the government’s investment, and the importance of AI, digital payments, and instant delivery.
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Chris Perry, Chief Learning Officer, and Oskar Kaszubski, Chief Growth Officer of firstmovr join hosts Rachel Tipograph & Sarah Hofstetter to discuss the importance of innovation in the retail industry. They speak on the benefits of client and global partner networking. Chris and Oskar recall their extensive experience in the CPG and retail industry and how willingness to adapt, storytelling, and passionate leadership leads to great business.
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Pam Kaufman, Paramount’s President, Global Consumer Products and Experiences, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss the evolution of consumer products. In this episode, they talk about the IP-to-consumer goods pipeline, the metaverse, NFTs, and livestreaming. Pam also shares what she’s learned about leading a major brand. (Note: Since recording this interview, ViacomCBS has rebranded as Paramount.)
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Tony Navin, Head of eCommerce, International at Kraft Heinz sits down with BRAVE COMMERCE hosts Rachel Tipograph & Sarah Hofstetter to talk about global eCommerce. In this episode, they discuss the importance of interrelationships between brands and retailers. Navin speaks to his experience in scaling startups and the value of applying the startup mentality to the corporate world. Additionally, they talk about how insights and data inform successful business decisions.
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Priya, Sarah & Rachel discuss the value of putting the shopper first. As traditional acquisition playbooks become less successful, how can DTC brands understand where their shoppers are discovering products, and how they behave on these sites? Priya Shenoy, Director Shopper & Customer Marketing at Tillamook, discusses developing a challenger mindset - think deeply about your priorities & making choices to drive true impact - to understand the behaviors of your shoppers & preparing for future trends. She also describes the importance of a connected commerce & omnichannel mindset, and how to create a culture of diversity & inclusion.
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Eric Lucari, Global Amazon Team Lead, has an impressive eight year career at Unilever, with experiences from working on the frontlines of their Amazon sales business to jumping into eCommerce all the way back in 2016. Today, he shares how his Amazon team works alongside other retail teams & three keys to success at a digital CPG. He also dives into the importance of sustainability - its future growth, how to appeal its benefits to consumers, and why now is the perfect time for more brands to lean into sustainable shopping.
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Kevin Shapiro, Senior Vice President of US Marketing, Consumer Beauty at Coty, discusses the latest trends in the beauty industry today, including overall wellness, self-care and skincare. He also shares how their strategies have innovated toward a more digital world, with new developments in A.I. & omni-channel. Lastly, he touches on aging down their traditional, iconic brands by amplifying younger consumers on TikTok & creating products that fit their needs.
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Carlo Savino, Vice President of Americas eCommerce at Lenovo, shares how to maintain a positive customer experience during supply chain issues in the consumer electronics industry. Gaining updated visibility into inventory with effective data streams & tools can help you set realistic expectations with customers so you are not overpromising and under delivering. Constant communication with your customers & insight into your supply chain logistics is key to success during these challenging times. Carlo also shares how to keep up employee morale in the midst of the great resignation.
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Heaven Hill Brands has been in Kate Latts’ family for three generations, founded by her grandfather in 1935. Now, as CMO, Kate discusses how the brand has stayed relevant throughout it’=s 85+ years of business, especially in this new eCommerce space. Kate dives the foundation of a successful brand: authenticity, relationships & being nimble. She also shares how Heaven Hill has continued to innovate by sticking to their most successful products, and acquiring new companies to expand & fulfill their portfolio.
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Laura Hyland shares the valuable lessons she has learned throughout her impressive 16 year journey at Henkel. As the Vice President of eCommerce US, Laura explains how she built an eCommerce team & strategy from the ground up. She shares the building blocks for success in implementing and supporting eCommerce at a large CPG company. These include bringing the C-suite on board, identifying the necessary resources for your strategy, and integrating your eCommerce team back into your organization.
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This is a pre-recorded session from ADWEEK's CommerceWeek in collaboration with BRAVE COMMERCE. In this episode, Joey discusses how eCommerce has fundamentally changed Sabra over the last two years, and where he sees consumer behavior going in the near term.
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Stephen Chriss, Vice President, Digital Commerce & Omni Shopper Marketing at Campbell’s Soup Company, shares how brands expand their toolkits to keep up with the constantly changing digital and shopping landscape. Stephen explains the value in “speaking in one voice” to your consumer as you connect your omnichannel experience. Lastly, he debunks and redefines the buzzword “shopper” - and even advises brands on using supply chain as a growth opportunity!
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Ingrid Cordy, Head of Digital & eCommerce at Nuun Hydration, analyzes how health & wellness categories have skyrocketed recently, and how this sector is evolving as the world starts to normalize. She also discusses Nuun's recent acquisition by Nestle, and maintaining your brand identity and value while still relating to mass consumers and reaching national distribution level.
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After almost 20 years of experience at Colgate-Palmolive, Dana Medema discusses what she has learned throughout her extensive experience in the industry. Dana, Vice President & General Manager, Oral Care, discusses what changes she has seen in the category over the years, as well as how to build trust as the fabric of your brand. She also explains the importance of being an emphatic, trustworthy leader, emphasizing the value in simple & concise communications. Dana also advises fellow leaders on how to build a cohesive, collaborative team in the virtual work life.
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Eduardo Donnelly, Regional General Manager for Uber Eats, shares his expertise on the eCommerce expansion within Latin America, and how brands can make their way into this booming region. Eduardo discusses how the pandemic formed a technological evolution that allowed brands to bring eCommerce into this region. As a result of this transformation, consumer expectations have also changed. He dives into the consumer priorities for last mile delivery, and how Uber is working to become a daily use case.
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Kirk Perry, CEO and President of IRI, shares his insights on the current trends of the online world. He specifically discusses inflation, covering the differences in price across the US, possible causes for these changes, and how they will impact the 2021 holiday season. He also dives into the intersection of brand and retailer loyalty & the future of online purchase behavior.
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King Arthur Baking Company CMO Bill Tine shares how his brand is using a diverse approach to content to build their own creative audiences, leveraging all digital channels to be in constant contact with their consumers. He also shares which shifts in the customer journey as a result of the pandemic are here to stay, specifically highlighting the of discovery in media & search. Bill also dives into how consumers are settling into the new multichannel world, and how brands can work with retailers to compliment their private label brands.
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Jamie Schwab, Head of Ecommerce, Sales & Marketing at Dole Packaged Foods, comes from 15 years of experience in the CPG landscape. In this episode, he discusses all things supply chain. Jamie advises retailers on how they can successfully work with brands during this challenging time of supply struggles. From a brand perspective, he explains how he manages consumer expectations, while promoting his brand's value to the shopper. Lastly, he shares how how he's seen retailers transform over the years, and how to successfully manage the complexities of each major player.
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Wes Scroll is the CEO & Founder of Fetch Rewards, a mobile app that allows consumers to connect directly with brands across any channel and be rewarded for their purchases with these brands. This app helps create a frictionless platform for subscriptions with brands, giving Wes a front row seat to digital trends & consumer needs. Wes also advises aspiring entrepreneurs on the investment process, and how to take prioritize the effort and focus building a business requires. Lastly, he describes the in-store to digital transformation he has seen through his users’ behavior.
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Jie Cheng, Global Head of eCommerce at Mondelez’s, shares her expertise on the different eCommerce dynamics across global markets. She explains how eCommerce definitions, strategies and priorities change for different countries, and how to leverage new strategies from more advanced markets across the globe, such as China & the rise of livestream shopping. Jie also dives into how to educate your organization on the value of grocery eCommerce by creating a clear, inspiring vision to spread across every team - “Developing a future ready workforce to win the future of commerce”
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It is the one year anniversary of BRAVE COMMERCE, and Sarah & Rachel reflect on why they started this podcast to begin with, how it's grown over the year, and their next big collaborative event! This episode reflects on the greatest lessons from past episodes, honors the guests who have helped make BRAVE COMMERCE what it is today, and what's in store for Season 2.
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Tara McRae, CMO at Clarks, discusses how a brand can continue to innovate their marketing, supply chain & retailer strategies to stay on top of trends and policies that are changing daily. Tara starts by describing the back- to-school and work trends she has seen throughout the year, and how brick & mortar has evolved into a digitally influenced space in 2021. She also gives her perspective on effectively managing channel conflict and attribution across a wide range of sellers & retailers. With a continued focus on agility, Tara describes how her team has stayed on the forefront of marketing trends as they make social media and digital the epicenter of the marketing strategy.
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Chris Houser, Senior Marketing Manager of Omnichannel at Sargento, is an original pioneer of eCommerce, with a deep experience in implementing eCommerce strategies and teams within the grocery industry. He discusses how technology has evolved in its role in grocery, and how eCommerce is slowly making its way through a traditionally brick and mortar category. Chris advises how grocery brands can implement these digital strategies, and how to migrate your eCommerce team through the organization. He also explains what it looks like to operate an omnichannel team, and how to own the full funnel operations of eCommerce
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Brigitte King, Global Chief Digital Officer at Colgate Palmolive, is an expert and pioneer in the digital space. Brigitte shares her advice for leading a team through a digital transformation, while respecting and appreciating the culture of your company. She describes how teams can work to embed curiosity into their organizations to encourage education and innovation around eCommerce, as well as what to look for when building a curious team. Brigitte also describes using data as a guiding late towards making the consumer journey the best it can be.
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Neel Arora, newly deemed Global Head of eCommerce at Nestle, has gained an impressive expertise in the eCommerce industry across regions, industries & retailers. Using his experience, Neel advises brands on where to invest & focus their longterm strategies to fulfill effectively balance profitability with consumer needs. Specifically, he discusses the value in of “Q-Commerce”, educating organizations at scale, & making decisions quickly and effectively.
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Carolyn Brown, Head of eCommerce at AB InBev, discusses how her company is innovating in both new products and marketing strategies to inspire purchase opportunities in their target audiences. More specifically, she addresses how brands can play-to-play in the alcohol space in-store and within online marketplaces to drive points of interruption. She also advises brands on new product launches, adjusting promotion for seasonality and region-targeting, and her predictions for the evolution of eComm in the alcohol space.
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Charlene Zappa, Senior Vice President of Integrated Consumer Experience & Growth at The J.M Smucker Company, discusses how her brand has integrated consumer behavior into every aspect of their strategy, from advertising to organizational team structures. A main component to this focus is a full-funnel retail media advertising approach, including integrating retail media across the entire organization to help form intuitive decisions about positive consumer experience. Lastly, Charlene advises brands in the pet industry on potential challenges as pure play companies gain traction.
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Kara Goldin, Founder and CEO of Hint Inc. and author of the book Undaunted, discusses the determination, passion and strategies of the most successful entrepreneurs. She describes how she became an “accidental entrepreneur” by following a passion to solve a problem and fill a need for consumers, and ended up launching a new category of beverages. Specifically, she describes how she started her eComm strategy on Amazon, which ultimately led the development of her DTC business. Lastly, she describes how to use your DTC business to form a stronger connection & dialogue with your consumers to better understand their needs.
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As the first guest from the toy industry, EVP of Marketing at Spin Master Laura Henderson, discusses the explosive growth and innovation in 'Toys & Games' during the pandemic and predicts a promising future. She also advises how to stay on top of the strongest toy trends, and how they vary around the world across all ages and demographics.
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VP of Measurement and Insights & PPM at Gopuff Daniel Slotwiner discusses how Gopuff is using data to follow and build ROI. He also explains how Gopuff is building out their new retail media business, sharing success strategies around attracting more brands to the platform. Lastly, he advises retailers on ways to break through the clutter and form stronger partnerships with big brands.
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Rachel and Sarah discuss competitor blind spots and broadening peripheral vision. Vice President of Precision Marketing at Conagra Brands, DeLu Jackson defines what "share of stomach" is as a metric and diversifying talent in the eCommerce workspace.
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CEO of MilkPEP, the brand behind the famous Got Milk! campaign, discusses the value in having a deep understanding of the consumer when leading a company. She also addresses how to embrace your individuality and promote a culture of diversity, inclusion and empathy. More technically, she advises brands no finding the right niche of marketing for their product - balancing foundational use cases, capitalizing on trends and the use of influencers. Lastly, she leaves us with tips to being a successful CEO.
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Brad Stone discusses his latest book release Amazon Unbound: Jeff Bezos and the Invention of a Global Empire. He shares insight on Amazon’s foray into technology-led search advertising, particularly sponsored products and why Amazon may be under more scrutiny than competitors for using data to make private label competition.
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CMO of eos Products Soyoung Kang discusses how eos has learned to relate and speak to Gen Z through social media. She shares the value in using social for storytelling, customer service and as a store front -- relying on these elements to create a strong foundation for your brand identity. Lastly, she explains how eos capitalized on their most recent viral TikTok fame!
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PepsiCo's Shyam Venugopal, Senior Vice President, Global Media and Commercial Capabilities and Emily Frankel, Head of eCommerce Marketing joins the show this week to talk about how their teams are collaborating to get ahead of the evolving digital media landscape.
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DICK'S Sporting Goods CEO and President Lauren Hobart talks about transforming the brick and mortar experience for an omni-channel future. She shares why local distribution gives the retailer a competitive edge, especially as curb side pick up becomes a bigger portion of the business, and why it's important to think beyond aisles and shelves to entice consumers to visit. Additionally, Lauren talks about her years of experience in the CPG industry.
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Director of eCommerce at Simple Mills Todd Hassenfelt discusses the importance of shifting your org's mindset towards customer satisfaction and testing & learning to help your brand react faster. He also advises how to move from operationalize eComm org-wide by simplifying and translating eComm objectives into easily understandable principles.
Knocking down the silos between departments and providing ways for teams to win are among Todd's suggestions for driving eComm integration. Lastly, he emphasizes the key values in a successful eComm leader: curious, humble and patient.
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Reckitt's GM of US Nutrition Amardeep Kahlon talks about how the CPG industry has changed over the last year, his thoughts on which consumers behaviors are here to stay and how businesses will adapt to better fulfill consumer needs. The group also discusses creative bravery and how innovations in click-and-collect and frictionless payments are making it easier for commerce to become much more than 'eCommerce'.
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CMO of Heineken USA Jonnie Cahill discusses the importance of maintaining consistent brand values and messaging during times of change. He also talks about the recent blurring of lines between CPG categories, and how your brand can take advantage of this liberating power to become more consumer centric. Lastly, Jonnie advises how to use positioning, content and tone of voice in eCommerce to communicate why your brand deserves its premium price point.
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Malena Higuera, GM at Urban Decay (previously GM at L'Oreal) discusses how the beauty industry adapted it's traditional in-store strategies for digital. She also speaks to how Urban Decay conveys a strong brand identity of inclusion and individuality, using their own field team as the center of their marketing strategies. Malena advises on how to use DTC eBoutiques as an educational destination for your consumers to drive conversion on retailer websites.
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CMO of Walgreen's Boots Alliance Krisof Neirynck discusses how his company has kept up with massive change and expansion by keeping their clarity of purpose as a healthcare provider. He gives advice on how to navigate a brand portfolio that pleases your customers and is respectful to brands. Krisof also helps to clarify the line between privacy and personalization as a retailer. Lastly, he closes with a powerful story of bravery in fighting racism as a train guard in Europe.
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CMO of Petco Tariq Hassan discusses Petco's recent emphasis on being a health and wellness provider for pets as it serves more consumers entering the category during the pandemic. He also discusses how Petco capitalized on other retailers' out-of-stock issues, and adjusted their strategies to meet the growing demand for pet care. Lastly, he describes how Petco is using data to develop more personalized consumer experiences and enter the retail media space.
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Walmart's Whitney Cooper, Director of Omnichannel Transformation and Acceleration, discusses building connection and efficiency between all teams across a large company, from media advertising to Walmart Connect, to better the relationship with customers and suppliers. She offers advice on how suppliers can form strong with Walmart, and how they too can unify their teams to be a more successful supplier. Lastly, she dives deep on Walmart's data strategy -- how they company is using it to create new, valuable solutions for customers, advertisers and SMB businesses through data.
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Dress for Success Chief Program Officer Jeanette Duffy joins a special live show with BRAVE COMMERCE hosts Rachel and Sarah for International Women's Day. The episode celebrates the brave and talented women in eCommerce and marketing while shining a light on their successes and discussing the challenges that many women still face today at work. Hear questions from the audience including commentary from Diana Haussling, Vice President at Colgate-Palmolive, Yin Woon Rani, CEO of MilkPEP, and Priya Shenoy, Head of Marketing Growth Strategy at Nestlé Waters.
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Central Garden and Pet CEO Tim Cofer and CMO Mike McGoohan describe how they have executed a brand centered around nurturing happy and healthy homes for over 40 years to become the market leader in the garden and pet industries with over 65 high-quality brands. The duo discusses how they are executing strategies to build innovative, digital-centered brands for the future of the pet and garden industries. Learn how they kept up with increased demand and the shift to eCommerce over the past year.
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CEO of Post Holdings Howard Friedman joins the show to share his experience in building a new culture across one of the worlds largest CPG holding companies. He talks about the importance of defining a change agenda, why he only strives to be right 80% of the time and why he gives employees the ability to make original mistakes. You'll also hear how Post navigated the explosive growth of eCommerce in the past year and the test and learn behaviors that allowed them to be so successful.
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Former WSJ Journalist and author of new release Power Mom's Joann S. Lublin describes the key findings from her book and explains what happens behind the scenes for working moms. Lublin interviewed 86 female executives, including BRAVE COMMERCE'S very own Sarah Hofstetter, to discover how far women have come in improving the status of working moms, and how far do we still have to go. She also shares her own brave experiences as one of the first female reporters at WSJ.
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CMO of Penguin Random House Sanyu Dillon gives her insight on new growth in the book industry, and how the discovery process for books has changed with the surge of eCommerce. She also discusses how pop culture has influenced the type of content that is created and becomes popular, and how this impacts the promotional process for books. Lastly, Sanyu shares an inspiring story on the bravest thing she's ever done.
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Diageo's Director of U.S. eCommerce strategy and partnerships Wayne Blum joins the show this week to talk about navigating rapidly changing online marketplaces like Drizly as online alcohol sales continue to skyrocket. He also talks about what the future of eCommerce looks like for the industry and the role of data in helping to create a user experience that keeps shoppers coming back.
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Gary Vaynerchuk of VaynerMedia predicts the digital strategies and creative ideas brands will bring to their Super Bowl ads this year. He also explains the value in connecting brand and commerce to achieve short-term ROI as well as long-lasting brand building from these pricey campaigns. Sarah, Gary and Rachel also weigh the pros and cons of smaller gatherings for brands as Super Bowl watch parties take a different form in 2021.
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SVP of Buzzfeed Commerce Nilla Ali explains the connection between publishers, retailer websites and social platforms. She also gives her insight on the ins-and-out of the affiliate business landscape and predictions for the year ahead. Lastly, Nilla advises brands on how to adjust and adapt to imminent privacy changes while Rachel dives into how Apple's iOS 14 changes will impact your Facebook ads strategy.
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Pabst's Director of National Accounts Will Yen shares his advice on adapting to the major shifts in the shopper journey for alcohol in light of the pandemic. As consumers tend to purchase the brands they know and trust, he describes how to build your brand equity by innovating for regional audiences. Lastly, hear how Pabst combatted supply chain issues and optimized for last mile delivery.
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NBG Home's Chief Digital Officer Don Brett talks about navigating the massive uptick in home goods and furnishings over the last 10 months and how brands need to think through the upcoming challenges of a more competitive space online. He also talks about the role retailers and tech partners must play in helping brands understand the components of the flywheel and what it takes to make it spin in eCommerce.
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WW's President and CEO Mindy Grossman discusses how she guided WW through a digital transformation to better adapt to consumers' new ideas of wellness in 2020 and beyond. She also discusses the value of technology, data and science in building trust and community in your consumers. Lastly, she gives her take on the future of retail grocery vs DTC and how to find the right partners for your business.
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Featuring BRAVE COMMERCE's first global expert of the year, Camille Lavenant describes how to adjust your company's digital strategy to fit the widely different eCommerce maturity levels and expectations found across each country and market. She also shares her secrets to being a strong, reliable data partner to brands across the world.
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Clorox VP of Marketing Transformation Douglas Milliken shares his take on how fortune 1000 brands are addressing data strategy for the year ahead. He also talks about the big bets Clorox is making as a company — like transforming their processes and thinking in order to become the first modern CPG. Learn about how they are growing their consumer base and providing them with the personalized experiences to keep them coming back.
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Revlon CEO Debbie Perelman provides insight into how she's thinking about eCommerce today and where it fits into Revlon's current and future strategy. From changing the way the organization works to empowering employees to execute on their own, she also shares how the company has reduced time to make decisions and scaled that success beyond eCommerce to other areas of the business.
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This episode is a special double feature with Jeff Smith former Chairman of J&J and current Founder/Partner of Ignite Venture Studio + Paul Gelb Head of Digital Activation & Investment at Bauer. Get insight into the making of nimble and innovative DTCs and how they are prepping to take on legacy CPGs. And, then hear the other side — what long-standing, global CPG leaders are doing with eCommerce and digital media to keep their edge.
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Author of the book The Secret Life of Groceries, Benjamin Lorr describes the ins and outs of how grocers bring hundreds of thousands of products to their shelves on a daily basis. He also gives advice to retailers looking to build up their private labels. Lastly, Sarah and Rachel predict what's ahead for eComm in 2021!
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After 20 years in logistics and operations at Amazon, and now the Chief Technology Officer at Flexe, David Glick discusses successful tips for developing a DTC strategy that prioritizes the hardest step: getting the package to the consumer. Rachel and Sarah also give a recap on what they learned recording the first season of BRAVE COMMERCE in 2020!
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Mondelez's Global VP of Consumer Experience Jonathan Halvorson discusses the strategies, countries and trends you should be looking toward to stay ahead of upcoming consumer behavior changes. He also gives endearing advice on how to effectively implement decisive and compassionate leadership within a global team.
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SouperGirl's Sara Polon discusses how to bring a food product to market as she explains successfully breaking into the DTC landscape and wholesale retailers. She also gives helpful advice on how to differentiate your product through value marketing and effective communication to your consumers. Lastly, get the inside scoop about her experience on Shark Tank!
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Beam Suntory's President of Brands Jessica Spence talks about her bias towards action and the fascinating lessons we can learn from China's eCommerce maturity. She also shares tips for creating a powerhouse team who can see eCommerce not as a transactional channel, but as a driver of brand experience. But first, Rachel and Sarah take a look back at the biggest winners of Cyber 5 weekend.
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P&G's Head of NA Hair eBusiness & Global Marketing Technologists Katy Moeggenberg discusses how the company aligned across every part of the organization to expertly navigate the nuances of eCommerce. She also shares insight into balancing D2C and retailer relationships as major channel disruption changes the beauty, personal and hair care industries.
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Sabra CMO Jason Levine talks about how Sabra reorganized to go all-in on eCommerce and how that move helped accelerate the brand beyond its roots as a dip company. He also shares how the team got better at the basics to win the digital shelf and create a seamless path for consumers -- from discovering a new recipe to making it into the online grocery basket.
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Nespresso's VP of Marketing Justin DeGeorge talks about how sustainability has always been core to brand, from smart packaging design to supporting and growing deep relationships with the farming community. He also shares details on Nespresso's latest commitment for becoming carbon neutral by 2022 and how he has expanded the brand beyond its D2C roots.
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With more people expected to shop from home this holiday season, Rachel and Sarah break down their predictions for what will happen online during this year's Turkey 5. Will this year bring the end of Black Friday? How much will the impending 'shipageddon' impact the way consumers buy? What brands are in the best position for success heading into the biggest shopping weekend of the year?
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Pernod Ricard's Global Head of eCommerce Stuart Heffernan on the importance of striking a healthy balance between short-term commercial needs of the business and creating long-term healthy growth in eComm. He also shares how the brand has changed its digital strategy to "home-tainment," featuring virtual mixologists and DIY cocktail kits to bring entertainment home as we head into the holiday season.
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Lowe's Chief Brand and Marketing Officer Marisa Thalberg talks about the similarities in leading marketing strategy for global companies from beauty to QSR to home improvement throughout her career. She also shares how it felt to start a new gig at the onset of the pandemic and how she helped Lowe's pivot its marketing strategy early on while remaining authentic to the brand.
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Patrón's Global VP of Marketing Adrian Parker explains the term digital commerce, the ways covid has disrupted the alcohol industry and how the company used social to get half a million margaritas into consumers hands for a virtual Cinco de Mayo. He also speaks to the role of technology and how they use it to sell handcrafted stories.
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Campbell's VP of eCommerce and Omni Shopper Marketing Diana Haussling shares how she’s advancing eCommerce knowledge across the organization as online shopping accelerates. She also talks about the impact of her past experience across a variety of roles, why orgs must embrace collaboration to succeed in eComm and how she's unafraid to use her voice.
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Kimberly-Clark's Chief Growth Officer Alison Lewis talks about what it means to lead growth for a brand that has shown no signs of slowing during the pandemic and how it allows her to connect the dots between marketing, innovation and commercial teams. She also explains why it's exciting to see eComm growth force marketers to move faster.
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e.l.f. Cosmetics CMO Kory Marchisotto talks about embracing the cosmetics brand's digital first roots, leveraging technology and AR to power the human experience, and why being nimble has helped the company grow market share in an industry that's under pressure. She also gives insight into two fearless collaborations from this year and what goes into launching a product line during a pandemic.
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Constellation Brand's VP of eCommerce Wayne Duan explains the three tier system in place for selling alcohol and what it means for eCommerce. He also explains how he approaches creating the right conditions for his team to win and why brands should think of D2C as a relationship channel, not a commerce channel. And, for those who love Modelo, Wayne shares background around the new Modelito.
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Hershey's Chief Digital Officer Doug Straton gives a look into Hershey's playbook for winning Halloween 2020 and shares how learnings from Easter helped the brand prepare for a much different spooky season. He also talks about how fulfilment, packaging and impulse buying are all being reimagined as the pandemic continues on.
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Johnson & Johnson's Global Director of eCommerce Acceleration Surabhi Pokhriyal adds a new acronym to the alphabet soup of eComm terms while sharing how brands should look to other industries with curiosity and inspiration to see what's around the corner. She also explains why there's no end destination when it comes to eCommerce knowledge.
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In this special episode of BRAVE COMMERCE, Rachel and Sarah talk Prime Day 2020 (and Target Deal Day and Walmart's Big Save Event and more...). The hosts give tips for how brands can be smarter by thinking beyond the retailer, the potential impact of these major shopping days on brands and what can be done to win on eCommerce next week. Pro tip: It's not too late to make changes to your strategy.
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RB's President of North America Health Cynthia Chen shares her philosophy on balancing personal life and work, how it has shaped her career and why 'urgency' and entrepreneurial spirit is important for both RB and eCommerce. She also provides insight into the surprising products that started trending six months into the pandemic.
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Kellogg's CMO Gail Horwood shares how consumer demand for online grocery shopping has accelerated five years overnight. 2020 isn't just changing how we shop, but it's also changing how marketers need to go-to-market and operate internally.
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Kraft-Heinz's VP of Global eCommerce, Elizabeth Bennett shares her guiding principle for creating a strategy that works, the need for brands to go back to school to ace eComm and prioritization in the work from home era. The trio also talks online grocery innovation and how to enhancing the consumer experience with better practices around things like click and collect.
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Boxed CEO Chieh Huang talks about brand loyalty, experimenting with a media mix beyond TV and his take on the most underutilized media channel among brands. He also offers insight into the trends that will shape the future of delivery to boost efficiency.
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Welcome to BRAVE COMMERCE Podcast, where MikMak Founder & CEO Rachel Tipograph and Profitero’s President Sarah Hofstetter tackle what’s relevant in eCommerce today for the world’s biggest brands. Each episode they’ll share tips worth millions in sales, while interviewing the bravest marketers on how to navigate eCommerce’s latest consumer and retailer dynamics.
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