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BRAVE COMMERCE
Flashback: Esi Eggleston Bracey of Unilever on approaching business from a human-centric perspective
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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.
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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Bonus Episode: TikTok, Meta, and the Shifting Media Landscape
22:59|In this episode of BRAVE COMMERCE, Rachel Tipograph, Founder and CEO of MikMak, and Sarah Hofstetter, President of Profitero, tackle breaking news reshaping the media and advertising landscape. From TikTok's potential ban in the U.S. to Meta’s controversial decision to deprecate fact-checking, they explore how these seismic shifts impact both large and small brands' strategies. The duo offers unparalleled insights into the traffic decline across TikTok and Meta, the rise of Alphabet and Pinterest, and the moral dilemmas facing brand advertisers today.Rachel shares exclusive data from MikMak, revealing a 97 percent drop in TikTok traffic and highlighting how SMBs and challenger brands are adapting faster than their larger counterparts. Together, they dissect the risks and rewards of balancing short-term ROAS with long-term brand equity in an era of heightened scrutiny on platform ethics and safety.As they dive deeper, Rachel and Sarah discuss retail media's growing role as a brand-safe alternative and how advertisers can leverage diverse media investments to align with their values while driving conversions. Whether you're a CMO, brand strategist, or curious listener, this episode provides actionable takeaways for navigating today’s volatile media ecosystem.Key TakeawaysTikTok and Meta's Decline: Understand the repercussions of TikTok's temporary ban and Meta's fact-checking changes on brand traffic and advertising strategies.Data-Driven Shifts: Learn why brands are pivoting ad spend toward Alphabet, Pinterest, and retail media for safer and more efficient audience engagement.Balancing Values with KPIs: Discover how brands can align media investments with ethical standards and long-term shareholder value without compromising short-term goals.Mars Pet Nutrition’s Approach to Navigating the Evolving Pet Care Market with Jean-Paul Jansen
25:28|In this episode of BRAVE COMMERCE, Sarah Hofstetter and Rachel Tipograph sit down with Jean-Paul Jansen, CMO of Mars Pet Nutrition North America, to discuss the evolving Pet Care market. Jean-Paul shares how Mars adapts to trends like premiumization and shifting consumer expectations, from innovative product launches to strategic use of retail media networks and eCommerce.Jean-Paul reveals Mars’ research-driven approach to understanding pet parents’ needs and delivering value through targeted solutions. He also highlights the company’s efforts to balance affordability with premium offerings and how retail data drives personalization and growth.The conversation dives into Jean-Paul’s bold career pivot to eCommerce, his leadership philosophy, and how Mars stays ahead in a competitive market by focusing on innovation, collaboration, and pet parent obsession.Key Takeaways:Innovative Strategies: How Mars uses research and insights to create pet-focused products and solutionsRetail Media ROI: Harnessing data to deliver effective, targeted campaignsLeadership Insights: JP’s approach to building teams and driving change in a fast-evolving industryNewell Brands’ Kris Malkoski on Driving Growth, Innovation, and Consumer-Centric Strategies
29:28|In this episode of BRAVE COMMERCE, Kris Malkoski, CEO of Learning and Development at Newell Brands, joins Rachel Tipograph and Sarah Hofstetter to share her approach to driving transformation and growth. Drawing from her extensive experience as a business leader, Kris explains her four key operating principles for building successful brands.Kris highlights how Newell Brands is tackling industry challenges by staying consumer-focused and embracing innovation. From launching standout products like the Sharpie Creative Marker to leveraging insights to meet unmet needs, she details how her team is setting new standards for growth and differentiation.Whether you're navigating brand strategy or looking for fresh approaches to innovation, Kris’s insights offer actionable inspiration for excelling in today’s dynamic marketplace.Key Takeaways:Four Key Operating Principles: How knowing users, trends, and product differentiation drives growthTurning Challenges into Opportunities: How data and innovation can help navigate and capitalize on headwindsConsumer-Centric Innovation: How understanding unmet needs and leveraging consumer insights can drive breakthrough product launches
Ulta Beauty’s CMO Michelle Crossan-Matos on Innovation and Customer-Centric Marketing
26:45|In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter chat with Michelle Crossan-Matos, Chief Marketing Officer at Ulta Beauty. Michelle shares how her career journey from Procter & Gamble to Samsung and now Ulta has shaped her innovative approach to retail marketing. With insights on blending agility, customer-centricity, and brand-building expertise, she reveals how Ulta stays ahead in the ever-evolving beauty landscape.Michelle discusses Ulta’s loyalty program, Creator Ecosystem, and the integration of social and retail media networks to empower associates and drive relevance. She also highlights the process of identifying trends and operationalizing them into impactful marketing strategies. From lessons on leadership and collaboration to balancing a global career and motherhood, Michelle offers inspiration and actionable takeaways for marketers navigating today’s fast-paced world. Don’t miss this engaging conversation with one of retail’s most forward-thinking leaders.Key Takeaways:● Bridging Brand and Retail: How Michelle applies her unique background to transform Ulta’s marketing strategies● Social at the Center: The role of real-time insights and micro-trends in shaping Ulta’s customer experiences● Building Loyalty and Monetizing Media: Insights into leveraging loyalty programs andBridging Offline and Online Retail: Lessons from Kraft Heinz and Newell Brands
16:12|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.Ashley Becker, VP of Global eCommerce Capabilities at Kraft Heinz, and Mike Geller, President of eCommerce and Digital at Newell Brands, joined BRAVE COMMERCE host Sarah Hofstetter on stage for a dynamic discussion on whether brands should maintain distinct strategies for online and offline commerce or embrace a fully integrated omnichannel approach.This conversation explores how brands can best meet consumer expectations across diverse touchpoints. Ashley and Mike share practical strategies for delivering seamless experiences both online and offline. They discuss navigating interactions across channels, fostering collaboration, and adapting to create a unified omnichannel approach.Key Takeaways:Understanding the Consumer Journey: How multiple touchpoints influence buying decisions.Fostering Collaboration: Breaking down silos for cohesive, consumer-first strategies.Omnichannel Excellence: Balancing distinct approaches with an integrated strategy to maximize impact.DHL’s Greg Hewitt Shares Insights on Global Logistics and Industry Transformation
28:20|In this compelling episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Greg Hewitt, CEO of DHL Express in the U.S., to discuss the future of logistics and commerce. Drawing on his 30 years of experience at DHL, Greg offers forward-looking insights into how global shipping is evolving to meet the demands of an increasingly digital and connected world.While reflecting on the industry’s transformation—from manual processes to AI-driven supply chain optimization—Greg focuses on the next big shifts shaping logistics, including automation, sustainability, and customer-centric innovations. The conversation highlights emerging trends in consumer behavior and explores what lies ahead for eCommerce in 2025.Sustainability takes center stage as Greg outlines DHL’s ambitious goals for carbon neutrality, investments in sustainable aviation fuels, and innovative programs like Go Green Plus. His perspective underscores how bold, strategic decisions can drive growth and ensure resilience in a competitive landscape.Key Takeaways: The Evolution of Logistics: Explore pivotal moments over three decades, including the rise of eCommerce, automation, and AI’s potential to reshape customer service and supply chain management. Sustainability in Action: Learn about DHL’s $7 billion investment in sustainable aviation fuel and initiatives like Go Green Plus, enabling customers to offset carbon emissions. Leveraging Logistics for Growth: Understand how shifts in global shipping, supply chain optimization, and customer-centric delivery innovations can create opportunities in a competitive eCommerce environment.Crayola’s Creative Legacy: Building Impact Beyond the Box
17:16|In this episode of BRAVE COMMERCE, co-hosts Rachel Tipograph and Sarah Hofstetter welcome Victoria Lozano, EVP of Brand Marketing at Crayola, to discuss how this iconic brand continues to innovate and make an outsized impact with a lean team of fewer than 2,000 employees.Victoria shares Crayola's enduring purpose rooted in fostering creativity for over 120 years and how this mission influences everything from the company's nimble operations to its strategic diversification into entertainment and location-based experiences. Learn how Crayola remains a household staple while expanding its role in children’s development and education.The conversation also explores how Crayola balances its global brand presence with challenges in international markets, its decision to move away from DTC (direct-to-consumer) fulfillment, and the bold leadership moves that keep the brand thriving. Victoria reflects on the bravery of personal milestones and the ongoing journey of maintaining a brand cherished across generations.Key Takeaways:Purpose-Driven Innovation: How Crayola's mission to nurture creativity shapes its operations and business strategies.Adapting to Market Dynamics: Insights into Crayola’s global brand strategies and why they pivoted away from DTC commerce.Enduring Legacy: The evolving role Crayola plays in shaping children’s lives through education, entertainment, and creative tools.Sucharita Kodali on Retail Resilience: Navigating Consumer Trends, Tariffs, and the Future of Commerce
24:19|In this insightful episode of BRAVE COMMERCE, Sucharita Kodali, Vice President and Principal Analyst at Forrester, returns for an unprecedented third appearance to dissect the current state of consumer commerce. Joining hosts Rachel Tipograph and Sarah Hofstetter, Sucharita delves into the phenomenon of the "vibecession," where consumer spending remains resilient despite a lingering sense of economic unease. She provides data-backed analysis on how inflation, shifting consumer preferences, and economic headwinds are shaping the retail landscape heading into 2024 and beyond.Sucharita discusses the challenges facing major consumer product brands as private labels and niche competitors continue to disrupt the market. From grocery aisles to luxury goods, she explains how consumers are increasingly trading down to value brands or splurging on high-end offerings, leaving middle-tier players scrambling to remain relevant. Her insights offer critical strategies for brands to adapt, including leveraging innovation, rethinking pricing strategies, and embracing diverse supply chains to mitigate potential tariff impacts under the new administration.Looking ahead, Sucharita provides a cautiously optimistic outlook, highlighting opportunities for brands that prioritize agility and customer engagement. She also shares bold predictions about the future of marketing investments, the role of distribution in a digital-first world, and how brands can stay competitive in the face of evolving consumer expectations. Whether you're a brand leader, marketer, or eCommerce specialist, this episode is packed with actionable insights to help navigate the complexities of today’s commerce environment.Key Takeaways:Resilient Spending Amidst Economic Uncertainty: Consumers continue to shop at high rates despite economic unease, focusing on value and premium goods while avoiding middle-tier options.Private Labels & Disruption: The rise of private labels and niche competitors poses a major threat to established brands, requiring innovative strategies to reclaim market share.Preparing for Tariffs and Future Shocks: Diversified supply chains and strategic foresight are crucial for navigating potential policy changes and maintaining brand resilience.Haleon’s Katie Williams: Leading Consumer Health Transformation with Purpose
27:35|In this compelling episode of BRAVE COMMERCE, co-hosts Rachel Tipograph and Sarah Hofstetter sit down with Katie Williams, Chief Marketing Officer of Haleon. As a seasoned leader in consumer packaged goods (CPG), Katie shares her unique journey, navigating two major corporate spin-offs—Kraft-Mondelez and GSK-Haleon. She delves into the critical lessons learned about purpose-driven business strategies, brand identity, and leading through transformation in highly dynamic industries.Katie discusses Haleon's bold mission to redefine consumer health through trusted science and meaningful consumer connections. From developing a clear North Star to ensuring seamless brand transitions, she reveals how purpose anchors Haleon's decisions and fosters resilience amid change. Katie also highlights the growing importance of addressing consumer health holistically, blending physical and mental well-being, and adapting to the influence of digital platforms and creators in shaping health narratives.The conversation culminates with insights into Katie's leadership philosophy, emphasizing inclusivity and courage in decision-making. Whether addressing the power of brands or collaborating with retail partners on integrated media strategies, Katie's approach underscores the value of agility, authenticity, and innovation in today's fast-evolving commerce landscape.Key Takeaways:Purpose as a Compass: Establishing a clear mission helps organizations make cohesive decisions and maintain focus during transformative periods.Adapting to Evolving Consumer Needs: Integrating holistic health solutions and leveraging digital and social platforms are crucial for connecting with modern consumers.Unified Teams for Agility: Bringing together media, shopper marketing, and consumer experience teams fosters quick, aligned responses to retail and market shifts.