{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/6255a8c0c946f200129ac2df/682bafd2bc0e758152370cc6?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Energizer’s Colleen Orani on Merging Retail and National Media to Drive Consumer-Centric Growth","description":"<p><strong>Description</strong></p><p>In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstadter speak with Colleen Orani, Vice President of Global Marketing at Energizer Holdings. Colleen shares how Energizer moved from a fragmented media structure to one unified under a single leader, combining national media, shopper marketing, and content development.</p><p><br></p><p>She discusses the realities of leading marketing across brands with very different consumer behaviors, from impulse buys like batteries to more considered purchases like auto care. Colleen offers a transparent look into how Energizer is balancing long-term strategy with rapid fire execution, all while managing evolving retailer relationships and media investments.</p><p><br></p><p><strong>Key takeaways</strong></p><ul><li>A unified approach to national and retail media enables stronger consumer engagement across all stages of the purchase journey</li><li>Categories require tailored media strategies – impulse brands are “clicky,” while others demand deeper “scrolly” content</li><li>Driving shared accountability across marketing, sales, and content teams ensures adaptability in a volatile market</li></ul>","author_name":"Adweek"}