Share

cover art for Chris Cowger of Dell on Navigating Turnarounds

BRAVE COMMERCE

Chris Cowger of Dell on Navigating Turnarounds

Season 2, Ep. 88

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

 

 

More episodes

View all episodes

  • Rick LaBerge on Building HARIBO’s U.S. Growth with Joy and Discipline

    25:35|
    In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Rick LaBerge, Chief Commercial Officer of HARIBO of America. Rick shares how HARIBO has grown household penetration in the U.S. from 10 to 28 percent in the last decade while staying focused on its founding values of quality, trust, and childlike happiness.He discusses the unique challenges and advantages of working for a century-old, family-run company with deep roots in care, as well as the importance of manufacturing locally and understanding the American shopper. Rick also highlights how HARIBO is translating the joyful, colorful in-store candy experience to digital commerce, and what it takes to build lasting retailer relationships.Key takeawaysLong-term thinking drives growth. HARIBO’s U.S. success stems from investing in local manufacturing, understanding seasonal rituals, and making product decisions with generational goals in mindBrand values create differentiation. Staying focused on joy, quality, and trust has helped HARIBO outperform competitors in a crowded candy categoryDigital experience matters. Translating HARIBO’s visual, sensory brand into eCommerce environments has been key to driving conversion online
  • Andrea Zahumensky on Leading with Care, Speed, and Authenticity at Kimberly-Clark

    27:00|
    In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Andrea Zahumensky, President of North America Baby and Child Care Transformation and Canada at Kimberly-Clark. Andrea shares how the company’s long-standing commitment to solving consumer problems through science and innovation continues to guide its growth.She discusses how leading with care, both internally and externally, becomes more powerful when backed by results, and how challenger brands have helped sharpen Kimberly-Clark’s go-to-market strategies. Andrea also reflects on the importance of authenticity in leadership and the culture shifts required to move with speed at scale.Key takeawaysPerformance enables care. Delivering results creates the resources to reinvest in solving real consumer problemsChallenger brands can expose blind spots. Kimberly-Clark’s response in diapers reshaped its innovation strategyAuthenticity builds trust. Leading with emotion has become Andrea’s superpower as an executive
  • Danone’s Arthur Sylvestre on Embracing Digital Commerce to Fuel Growth in Perishables

    24:50|
    In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Arthur Sylvestre, VP of Digital Commerce at Danone North America. Arthur shares how the company’s mission and strategic renewal have positioned it for outsized growth, especially in a category as complex as perishables.He reflects on Danone’s culture of digital enthusiasm, its collective approach to retail media, and the mindset needed to build long-term, sustainable growth. Arthur also outlines how digital teams can elevate their impact by influencing both online and offline sales and keeping organizations focused on what drives meaningful results.Key takeawaysPerishables can succeed in digital. Danone’s double-digit eCommerce growth shows the opportunity is realRetail media should be approached as a collective effort across sales, media, and brand teamsThe most effective teams stay focused on the fundamentals, not the noise
  • Combe’s Megan Lindstrand on Building Consumer Trust Through Data and Brand Purpose

    22:43|
    In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Megan Lindstrand, Vice President of Marketing and Consumer Experience at Combe. Megan shares how the company’s founding principles of empathy, quality, and discretion continue to shape its portfolio strategy for brands like Just For Men, Vagisil, and Astroglide.With over two decades of experience across various agencies, PE-backed businesses, and family-owned brands, Megan discusses how ownership structure influences marketing, culture, and decision-making. She also explains how her team connects media, insights, and analytics into a unified growth engine that accelerates speed to market and drives real business outcomes.Key takeawaysConsumer trust is built through empathy, transparency, and a commitment to product qualityOwnership models shape how marketing can operate, from budget and risk to brand buildingReal-time data and integrated teams are essential for turning insights into action
  • Sargento’s Erin Price on Long-Term Growth, Category Leadership, and Consumer-Centric Innovation

    20:44|
    In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter sit down with Erin Price, General Manager of Consumer Products at Sargento. Erin shares how Sargento’s identity as a family-owned business has shaped its category leadership, commitment to long-term value, and approach to consumer-driven innovation.Erin discusses how the company’s newest brand platform, “The Sargento Family Promise,” is rooted in transparency and trust, and how deep consumer insights, rather than fleeting trends, guide the development of new products. She also offers her perspective on recruiting top CPG talent to Wisconsin, managing through change, and developing the next generation of business leaders.Key takeawaysA long-term mindset enables more meaningful innovation and stronger retailer relationshipsConsumer trust is earned through consistency, transparency, and product qualityData is only powerful when paired with focus, agility, and real-time consumer understanding
  • 818 Tequila’s Kathleen Braine on Building a Lifestyle Brand with a Celebrity Founder

    23:29|
    In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Kathleen Braine, Chief Marketing Officer at 818 Tequila. Kathleen shares what it’s like to work side by side with founder Kendall Jenner to shape 818 into one of the fastest-growing tequila brands in the U.S.She discusses the importance of honoring Jenner’s creative vision while scaling a business that balances brand storytelling, retail relationships, and digital commerce. From NASCAR partnerships to platform-native content, Kathleen reveals how 818 is growing both brand love and business outcomes simultaneously.Key takeawaysBuilding a lifestyle brand requires close creative alignment between founder and CMOYounger consumers want versatility and intentionality in what they drink and how they shopDigitally native strategies are essential in regulated industries like alcohol, where compliance and shoppability must go hand in hand
  • Energizer’s Colleen Orani on Merging Retail and National Media to Drive Consumer-Centric Growth

    21:04|
    DescriptionIn this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstadter speak with Colleen Orani, Vice President of Global Marketing at Energizer Holdings. Colleen shares how Energizer moved from a fragmented media structure to one unified under a single leader, combining national media, shopper marketing, and content development.She discusses the realities of leading marketing across brands with very different consumer behaviors, from impulse buys like batteries to more considered purchases like auto care. Colleen offers a transparent look into how Energizer is balancing long-term strategy with rapid fire execution, all while managing evolving retailer relationships and media investments.Key takeawaysA unified approach to national and retail media enables stronger consumer engagement across all stages of the purchase journeyCategories require tailored media strategies – impulse brands are “clicky,” while others demand deeper “scrolly” contentDriving shared accountability across marketing, sales, and content teams ensures adaptability in a volatile market
  • NBCUniversal’s Alison Levin on Driving Measurable Commerce Outcomes Through Streaming

    27:22|
    In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter sit down with Alison Levin, President of Advertising and Partnerships at NBCUniversal. With more than a decade of experience shaping the connected TV landscape, Alison shares how NBCUniversal is combining premium content, retail data partnerships, and shoppable formats to deliver results for today’s commerce-driven marketers.Alison discusses what advertisers should expect from their CTV investments, how NBCUniversal is partnering with platforms like Instacart and Walmart Connect to prove incrementality, and why streaming environments must be evaluated beyond reach alone.Key takeaways:Not all streaming is created equal – evaluating content environments is critical for effective media planningCommerce activations tied to premium content are already driving seven-figure product salesReal-time attribution and optimization are reshaping how TV advertising is bought, measured, and scaled
  • Prestige Consumer Healthcare’s Randi Jachino on Building Brand Equity Across a Diverse Portfolio

    25:49|
    In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter sit down with Randi Jachino, Vice President of Marketing (US & Canada) at Prestige Consumer Healthcare. With a portfolio spanning over 25 brands across categories like oral care, motion sickness, and women’s health, Randi shares how she applies both analytical and creative thinking to manage diverse consumer needs and business goals.From starting her career as a CPA to leading marketing for powerhouse brands like Dramamine, DenTek, and Summer’s Eve, Randi discusses how to build brand equity without losing sight of immediate performance. She unpacks how Prestige strategically prioritizes brands within the portfolio, adapts to the realities of tariffs, retail pressure, and social virality, and ensures that upper-funnel and lower-funnel tactics work hand in hand.Key takeaways:There is no one-size-fits-all marketing strategy across a portfolio – each brand requires a tailored approach based on its role, category, and consumer mindsetBrand equity and short-term sales are not mutually exclusive – strong awareness drives stronger conversionRetail search and social content must align with the shopper’s intent and category behavior, from product education to conversion readiness