BRAVE COMMERCE

BRAVE COMMERCE Live which took place in NYC in May 2024 brought together hundreds of brand leaders to discuss the biggest challenges and opportunities facing the commerce industry and how they could work together to drive growth.Janda Lukin, Chief Marketing Officer at Campbell’s Snacks and Mike Pierson, Chief Customer Officer at Campbell’s Snacks joined BRAVE COMMERCE host Sarah Hofstetter on stage for a conversation about collaboration in the c-suite that drives omnichannel success. They look at this collaboration specifically in light of the recent launch of Campbell’s Snacks’ Goldfish Crisps product.Discover how the iconic Goldfish cracker brand expanded its appeal beyond kids to become a beloved all-family snack. From strategic pivots based on insights to cross-functional partnership  between sales and marketing, this conversation delves into the keys to a successful launch. You'll hear about the importance of partnership, alignment on KPIs, and the creative solutions that brought this product to life, including how they overcame challenges in retail and leveraged consumer insights for explosive growth.Listen to this episode and/or find the video of this session here. Key Takeaways:Insight-Driven Innovation: Goldfish capitalized on the insight that nearly 50% of its consumption came from adults, leading to a strategic pivot to expand its audience beyond children.Cross-Functional Collaboration: The success of the Goldfish Crisps launch was fueled by seamless teamwork between sales and marketing, united by common goals and transparent communication.Retail Strategy & Execution: A well-coordinated approach with retail partners, combining in-store displays and digital shelf optimization, was crucial in making the launch one of the brand's most successful to date.

On this episode of BRAVE COMMERCE, hosts Sarah Hofstetter, President of Profitero, and Rachel Tipograph, Founder & CEO of MikMak, sit down with Kerry Sullivan, CEO of Versed. Kerry shares her career journey from leading iconic beauty brands at Neutrogena and Dollar Shave Club to helming Versed, a rising skincare brand. She discusses the unique challenges and opportunities of transitioning from established corporations to a fast-moving indie brand and how her vast experience in beauty commerce gives her a competitive edge.Kerry dives into the differences between managing large, structured organizations and working alongside visionary founders like Katherine Power at Versed. She reflects on the importance of adopting a “scrappy” mindset, leveraging big brand best practices while embracing the agility required to scale emerging brands. Kerry also shares her approach to recruiting for growth-stage companies and the critical role of immersing herself in various aspects of the business, from marketing to warehouse operations.As Kerry discusses the evolving beauty landscape, she emphasizes the importance of authenticity, understanding consumer needs, and balancing new trends with proven business practices. Her insights into modern influencer marketing, the future of TikTok Shop, and global expansion make this a must-listen for anyone interested in the future of beauty brands.Key Takeaways:The power of merging big-brand expertise with indie brand agility to foster growth and innovation.Insights into navigating full-funnel marketing strategies for emerging beauty brands in today’s digital and retail environment.The importance of human touch, authenticity, and strategic risk-taking in building successful beauty brands.

In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Shane O’Rourke, Head of Performance Marketing at Diageo, to explore how the global beverage giant is adapting to the unique economic challenges and shifting consumer behaviors in the UK market. Shane shares insights into how Diageo is leveraging technology, personalization, and retail media to remain competitive amidst inflation and the rising trend of premiumization and moderation in the spirits industry.Shane also delves into Diageo’s innovative use of generative AI to drive cost efficiencies, enhance content creation, and gain critical consumer insights. He highlights the UK’s forward-thinking approach to retail media and how it's influencing Diageo's omnichannel strategy. Lastly, Shane reflects on Diageo’s commitment to fostering an inclusive workplace, especially in its efforts to recruit, engage, and retain Gen Z talent, ensuring the company remains vibrant and innovative.Key Takeaways:How Diageo is leveraging generative AI for cost efficiencies and personalized marketing at scale.The importance of retail media in Diageo’s UK strategy and its potential to rival traditional advertising channels.Diageo’s approach to creating a diverse and inclusive workforce, particularly in engaging Gen Z employees.

In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Murat Genc, Global Chief Technology and Digital Officer at Whirlpool Corporation. With a career spanning nearly two decades at Procter & Gamble before transitioning to Whirlpool, Genc reflects on the challenges and growth he experienced while shifting from the consumer packaged goods (CPG) sector to the world of durable appliances. He shares how his leadership approach evolved and how his reliance on team collaboration and reverse mentoring has helped him keep his finger on the pulse of the organization.Genc delves into the complexities of marketing products with extended lifecycles, like Whirlpool's iconic KitchenAid mixers, compared to the faster-paced, repeat-purchase models of CPG. He explains how Whirlpool navigates this difference by focusing on the lifetime value of their customers through digital services, subscriptions, and connected technology. Genc also highlights the importance of IoT integration in appliances, giving Whirlpool real-time insights into product usage and consumer behavior to continually refine their product development and marketing strategies.The conversation takes a deeper dive into breaking down silos between marketing, tech, and R&D functions at Whirlpool. Genc shares his thoughts on bridging these gaps, drawing from his experiences at P&G and his philosophy of cross-functional collaboration. As the conversation concludes, Genc opens up about the bravest moment of his life—overcoming a personal health challenge and how it shaped his professional and personal outlook.Key Takeaways:Leadership evolution: From reverse mentoring to navigating a new industry.How IoT and real-time consumer insights shape product innovation at Whirlpool.The importance of breaking down silos between marketing and technology for a holistic business approach.

In this episode of BRAVE COMMERCE, Oshiya Savur, Chief Brand and Marketing Officer at Maesa, joins hosts Sarah Hofstetter and Rachel Tipograph for a deep dive into the evolving beauty industry. Oshiya shares Maesa’s unique approach as a beauty incubator, shedding light on how they disrupt declining categories by identifying unmet consumer needs and revitalizing them with scalable, beautifully designed brands.Oshiya explains Maesa's dual focus on brand incubation and scaling, detailing their strategy of forging exclusive retail partnerships to drive growth while maintaining brand authenticity. By balancing organic marketing efforts with influencer-led content, Maesa navigates the fine line between mass distribution and direct-to-consumer models. This dynamic approach helps them consistently deliver innovative products to market while fostering deep relationships with retailers and consumers alike.In a personal reflection, Oshiya discusses her professional journey from global corporations like Unilever to leading at Maesa. She emphasizes the importance of hands-on leadership, innovation, and embracing a nimble mindset in a fast-paced industry. Tune in to hear Oshiya’s insights on building brand heat, the future of D2C, and her advice for staying brave in a rapidly changing marketplace.Key Takeaways:Disrupting Declining Categories: How Maesa targets overlooked markets to create innovative, scalable brands.Retail Partnerships & Exclusivity: The importance of strong retailer relationships in building successful beauty brands.The Role of Influencer Marketing: How Maesa leverages authentic influencer content to drive brand growth and visibility.

In May, BRAVE COMMERCE brought its community together for an in-person event in NYC, featuring a keynote from celebrity entrepreneur Tia Mowry—best known for her roles in Sister, Sister and The Game—and Karima McDaniel, President of 4U by Tia, a hair care line designed for textured hair.On this special episode, host Rachel Tipograph sits down with Tia and Karima to discuss the inspiration behind 4U by Tia, their strategic partnership with Walmart, and their approach to building a profitable, values-driven brand.Tia’s vision for 4U by Tia stemmed from her personal frustration with the lack of accessible products for textured hair. Embracing the motto “If you don’t see it, be it,” she turned her passion into action. Karima, with her extensive experience in brand marketing, plays a pivotal role in channeling Tia’s passion into a thriving business.Central to their success is a strong sense of community. Tia’s deep connection with her audience, built over years, has been key to their organic social growth. Whether on Instagram, TikTok, or Facebook, the 4U by Tia brand consistently shows up where their fans are.Influencers also gravitate toward the brand, bringing fresh ideas for promotion. Tia and Karima take a thoughtful approach to nurturing long-term partnerships with these influencers, ensuring the relationships go beyond one-off transactions.Listen to this episode and/or find the video of this session here. Key Takeaways:When it comes to partnerships - it’s a relationship - there has to be trustAlign your community your product your messaging to achieve successThe old brand template will not meet the needs of today’s consumer

In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter are joined by Parbinder Dhariwal, VP and GM of CVS Media Exchange (CMX), to explore the distinctive approach CVS takes to the rapidly evolving retail media landscape. Parbinder discusses how CMX leverages CVS's extensive loyalty program to differentiate itself from other retail media networks. With 74 million active ExtraCare members and a vast network of digital and physical touchpoints, CVS is uniquely positioned to deliver personalized and seamless shopping experiences across channels.Parbinder shares insights into how CVS integrates its loyalty data with both on-site and off-site media, ensuring every interaction is measurable and attributing value back to the retailer and its partners. He also discusses the significance of CVS's omnichannel strategy, which is built to meet consumers where they are—whether online or in-store. This conversation delves into the crucial role that loyalty programs play in driving retail media success and how CVS is setting new standards for the industry.Tune in to hear about the future of retail media in a world where cookie deprecation is imminent and data-driven personalization is key. Parbinder offers a deep dive into how CVS is not only keeping up with industry trends but leading the charge in innovation and consumer connectivity.Key Takeaways:Loyalty as a Differentiator: Discover how CVS's ExtraCare program provides a foundation for personalized consumer experiences, driving both digital and physical growth.Omnichannel Engagement: Learn about CVS's approach to blending online and in-store interactions, ensuring that consumers can seamlessly transition between channels.Future of Retail Media: Understand how CVS is preparing for the cookie-less future, focusing on data-driven targeting and measurable attribution in both on-site and off-site media.

In this episode of BRAVE COMMERCE, hosts Sarah Hofstetter and Rachel Tipograph sit down with Ken McFarland, the Global Head of Digital Commerce for Unilever Home Care. Ken shares insights from his unique career journey, beginning with his leap from 7th Generation to Unilever, and how he has navigated the challenges of scaling from a nimble, values-driven company to one of the largest global consumer goods companies. He reveals how he balances his adventurous spirit, as evidenced by his bungee jumping experience, with the structured processes required in a massive organization like Unilever.Ken dives deep into the role of creativity and data in digital commerce, highlighting how Unilever leverages innovative content and media strategies to engage with consumers online. He discusses the critical role of category management and the analytical mindset that underpins successful eCommerce operations. Ken also explores how he keeps the human touch alive within the vast, process-driven environment of Unilever by fostering strong internal communities and ensuring the eCommerce team remains tightly connected and effective.Listeners will gain valuable insights into the intersection of creativity and data, the importance of storytelling within the organization, and how to champion the relevance of eCommerce in a company where it may only represent a small percentage of overall sales. Whether you're leading a small team or managing digital commerce for a global giant, Ken's experiences offer lessons in leadership, innovation, and the power of pushing beyond your comfort zone.Key Takeaways:The importance of blending an analytical approach with creativity in digital commerce.How to successfully navigate the cultural and operational shifts from a small company to a global corporation.The value of internal storytelling to drive eCommerce adoption within large organizations.

In this episode of the BRAVE COMMERCE podcast, co-hosts Sarah Hofstetter and Rachel Tipograph are joined by Sarah Larsen, Chief Marketing Officer of Samsung Home Entertainment. Sarah shares her journey from organizing soccer team outings as a ten-year-old to leading the marketing efforts at one of the world's most iconic tech brands. She credits her father for instilling a love of marketing, combining creativity with analytical skills to solve business challenges.Sarah dives into the unique culture at Samsung, where a "never satisfied" mentality drives continuous innovation. She explains how the company’s ethos of accountability and relentless improvement resonates with her own approach to marketing leadership. This conversation offers listeners insight into how Samsung maintains its position as a leader in the consumer electronics industry by anticipating consumer needs and fostering a culture of experimentation.Finally, Sarah discusses her bold approach to influencer marketing, highlighting the importance of genuine partnerships over transactional relationships. She reveals how Samsung’s focus on culturally relevant content and smart, creative storytelling has paid off in both brand health and sales.Key Takeaways:Discover how Sarah Larsen’s early love for marketing shaped her approach to leadership at Samsung.Learn about Samsung’s unique company culture and how it drives innovation and accountability.Understand Samsung’s unconventional influencer marketing strategy and its impact on brand health and sales.