Share

cover art for Keith Bryan of Best Buy on digital commerce, synergies between advertising and retail, and DEI

BRAVE COMMERCE

Keith Bryan of Best Buy on digital commerce, synergies between advertising and retail, and DEI

Season 2, Ep. 24

Keith Bryan, President of Best Buy joins hosts Rachel Tipograph & Sarah Hofstetter to discuss the evolution of digital commerce and media. Since technology shoppers typically take longer to make a decision on a purchase, Keith talks about the need for first-party data to curate customer-centric advertising. This includes creating standardization among marketing efforts, leveraging advertising to build customer relationships and loyalty, and exploring new, emerging types of media. Keith also shares his thoughts on the importance of DEI and social responsibility as it relates to sourcing media.


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.

And if you have a question or suggestions for the show, send us an email at podcast@adweek.com.

More episodes

View all episodes

  • Wella & Reckitt Unpack the Future of Retail vs. National Media

    20:35|
    At BRAVE COMMERCE Live in 2024, leading experts in media investment, Farrah Linden, Media Director at Wella Company, and Josh Cierski, Associate Director of Media at Reckitt, engaged in a candid debate on the evolving dynamics of brand media and retail media. Moderated by BRAVE COMMERCE hosts Rachel Tipograph and Sarah Hofstetter, this insightful discussion unpacks how brands navigate budget allocation, performance measurement, and strategic alignment in a rapidly changing retail landscape.Farrah and Josh share how their organizations structure media investments, the challenges of defining retail media within broader marketing strategies, and the increasing role of first-party data, closed-loop attribution, and creative excellence in optimizing retail media spend. They also debate whether retail media should be held to the same standards as traditional brand media and how organizations can best structure teams to ensure cohesion, measurement rigor, and budget fluidity.From the latest trends in eCommerce, omnichannel marketing, and consumer data strategies to the future of media investment, this conversation offers invaluable insights for brands looking to maximize ROI in an era where digital and retail media are increasingly intertwined.Key Takeaways:Retail Media vs. Brand Media: How brands define and allocate budgets across national, retail, and digital channels to drive performanceRethinking Measurement: Why ROAS isn’t enough and how incrementality, CLV, and brand lift are shaping modern media strategiesCreative & Media Maturity: The role of video, platform differentiation, and retailer partnerships in maximizing retail media effectiveness
  • Meta, Nestlé, and Circana Insights on Driving Innovation While Evolving with Commerce

    31:59|
    BRAVE COMMERCE Live, held in May 2024, brought together leading voices in commerce to explore the rapidly changing landscape of consumer behavior, technology, and retail strategies. Rachel Tipograph, Founder & CEO of MikMak hosted a dynamic panel discussion with Kate Hamill, Director, Head of Industry, Retail & eCommerce at Meta, Veeral Shah, President & Chief Customer Officer of Nestlé Health Science at Nestlé, and Sam Gagliardi, EVP - eCommerce, Global Solutions at Circana.This engaging conversation delves into how demographic shifts, such as Gen Z's fluidity and Gen Alpha's diversity, are redefining commerce. The panelists explore the role of AI in personalizing consumer experiences, optimizing creative production, and driving innovation in supply chains. From the rising importance of real-time data to evolving retail media strategies, the discussion highlights actionable ways brands can adapt to these changes while focusing on ROI and market share.Discover how leaders across the ecosystem are preparing for the next five years of commerce by integrating cutting-edge AI, breaking down silos for better collaboration, and embracing omnichannel approaches to meet consumers where they are.Key Takeaways:Generational Shifts in Consumer Behavior: Learn how changes in demographics and culture influence consumer expectations and brand loyaltyAI as a Driver of Innovation: Explore how companies like Nestlé and Meta are using generative AI for creative personalization, R&D efficiency, and media optimizationOmnichannel Collaboration: Understand the importance of integrating real-time data, retail media, and personalized strategies to create seamless consumer experiences
  • Soda Health’s Julie Fleischer and Jared Childs on Bridging Health Benefits and Retail and Driving Brand Growth

    25:06|
    In this episode of BRAVE COMMERCE, hosts Rachel Tipograph, Founder & CEO of MikMak, and Sarah Hofstetter, President of Profitero, dive into the untapped potential of Medicare Advantage dollars with Julie Fleischer, GM, and Chief Experience Officer, and Jared Childs,  VP of Business Development at Soda Health. Together, they unpack how the $30 billion pool of "use-it-or-lose-it" benefits available to 35 million Americans over 65 is reshaping the commerce landscape for brands, retailers, and health plans alike.Discover how Soda Health leverages innovative fintech solutions to connect health benefits to retail and CPG opportunities, enabling seniors to make preventative purchases ranging from OTC medications to healthy food options. Julie and Jared discuss how retailers are stepping up to engage this high-value demographic, and why brands need to act now to capture their share of this burgeoning market.With real-world insights into evolving consumer health trends, actionable advice for brands, and a vision for the future of personalized health benefits, this episode is a must-listen for those ready to innovate at the intersection of health, commerce, and consumer behavior.Key Takeaways:Understand the Opportunity: Discover how $30 billion in Medicare Advantage dollars can fuel incremental sales for brands and retailersEngage the 65+ Consumer: Learn how to connect with this growing, health-focused demographic in meaningful and compliant waysActionable Steps for Brands: Gain insights on how to unlock this market with targeted outreach, data-driven campaigns, and measurable ROI
  • 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 industry
  • Newell 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 and
  • Bridging 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.