BRAVE COMMERCE

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

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

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

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

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

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

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

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

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

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

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

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

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: 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.

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

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. Subscribe to BRAVE COMMERCE on your favorite podcast platform! You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts. Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts. Follow our hosts on Twitter: @RachelTipograph @PezMeister1 And if you have a question or suggestions for the show, send us an email at podcast@adweek.com. Hosted on Acast. See acast.com/privacy for more information.

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

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

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