BRAVE COMMERCE

In this episode of BRAVE COMMERCE, Matthew Graham, Chief Marketing Officer at MARS Global Food & Nutrition, delves into the delicate balance between honoring a brand’s rich heritage and driving innovation in a fast-changing industry. Drawing from Mars’ century-long legacy, he shares how the company evolves its marketing strategies to remain relevant to modern consumers while staying true to its core values.Matthew also explores the pivotal role data plays in shaping consumer understanding. By leveraging advanced analytics, Mars identifies emerging trends, tailors campaigns to meet diverse consumer needs, and ensures its messaging resonates across global markets. His insights illuminate how brands can create deeper connections with their audiences in an increasingly digital landscape.Finally, the conversation highlights the importance of innovation in fueling growth. From developing new products that cater to shifting preferences to embracing cutting-edge technologies, Matthew reveals how Mars stays ahead of the curve. This episode offers invaluable lessons for marketers and business leaders striving to thrive in a competitive and dynamic marketplace.Key Takeaways:Balancing Tradition with Modernity: Learn how Mars integrates its iconic legacy with forward-thinking strategies to stay relevant.Data-Driven Consumer Insights: Discover how Mars utilizes data to uncover trends and shape consumer-centric marketing campaigns.Driving Growth Through Innovation: Understand the role of innovation in developing products and campaigns that meet evolving consumer expectations.

In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Mesh Gelman, the visionary founder and CEO of Cumulus Coffee Company. Mesh shares his fascinating journey from textiles to the world of coffee, revealing how a chance encounter with Starbucks icon Howard Schultz inspired his shift from “putting people to sleep” in the home fashions industry to “waking them up” with coffee. Through riveting stories, Mesh reflects on his time at Starbucks, where he saw firsthand the power of innovation at scale and the coffee culture that drives it.Mesh goes on to introduce Cumulus Coffee Company, his latest venture. Built on the observation that consumers increasingly crave iced coffee yet struggle to create a premium experience at home, Cumulus aims to make café-quality cold brews and nitro-infused coffee accessible on demand. He highlights the science behind cold brew's smoother taste and discusses the challenges and breakthroughs involved in making a nitrogen-infused beverage without specialized equipment.To wrap up, Mesh shares insights into his DTC and B2B growth strategies for Cumulus, highlighting opportunities in office spaces, bars, and luxury hotels where customers seek elevated coffee experiences. Reflecting on his career, Mesh reveals the brave step that changed his life: taking Howard Schultz’s invitation to “stay in touch” seriously. His decision to follow up led to a career-defining relationship, reinforcing the importance of courage and follow-through in the world of commerce.Key TakeawaysSeizing Opportunities: Gelman’s career pivot highlights the importance of embracing new opportunities and not shying away from bold introductions that could change one’s trajectory.Cold Coffee Revolution: Cumulus Coffee aims to fill the gap in the cold coffee market, bringing café-level quality into consumers’ homes through innovation.Power of Follow-Through: Mesh’s decision to follow up with Howard Schultz exemplifies how brave, consistent actions can lead to profound professional and personal growth.

In this episode of BRAVE COMMERCE, hosts Sarah Hofstetter, President of Profitero, and Rachel Tipograph, Founder & CEO of MikMak, sit down with Linda Bethea, the Chief Marketing Officer of Danone North America. Linda shares her insights into how Danone’s mission of delivering health through food to as many people as possible aligns with its business growth strategy and certified B Corp status. Drawing from her experience at PepsiCo and Danone, she discusses the importance of leadership development, culture, and her focus on blending performance with purpose.Linda also reveals how Danone stays ahead in a dynamic and competitive CPG landscape by constantly evolving its portfolio to meet consumer demands. From reducing sugar to expanding plant-based offerings, Danone remains committed to sustainability and health-conscious choices. Additionally, Linda touches on exciting brand initiatives like Oikos’ partnership with HBCUs to improve student nutrition and support athletes.As a marketing leader and professor, Linda reflects on how she stays relevant in a rapidly changing industry, engaging with younger generations and embracing digital commerce. She also shares her approach to career bravery, encouraging women to be direct and ask for what they want—whether in the boardroom or beyond.Key Takeaways:Danone's commitment to balancing performance with purpose through its B Corp certification and mission-driven leadership.How Linda’s leadership journey at PepsiCo shaped her holistic understanding of business, from sales to marketing and finance.The impact of Danone’s innovations and partnerships, like the Oikos nutrition program, on community health and brand growth.

In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Michael Kassan, founder and CEO of 3C Ventures, to discuss his dynamic career in the commerce industry. Michael reveals the thought process behind launching 3C Ventures, a company focused on Consulting, Convening, and Co-investing. He explains how these three pillars serve as the foundation of his business, offering insights into where he sees the industry headed and how 3C Ventures will continue to be a driving force at the intersection of marketing, media, and technology.Michael also delves into the importance of human connections and making strategic bets on people. Sharing anecdotes from his career, he emphasizes the value of trusting instinct when identifying talent and why relationships built on trust and transparency are essential for long-term success. Whether it’s finding that "lightning in a jar" in potential hires or maintaining a network of trusted industry leaders, Kassan explains how people remain the core of his business philosophy.Finally, the conversation turns introspective as Michael reflects on his legacy and lessons learned from past leadership decisions. He openly discusses one of his greatest business regrets and how it has shaped his perspective moving forward. With a mix of wisdom and humility, Michael shares what he hopes the industry will say about him in the future and offers advice for the next generation of entrepreneurs navigating the ever-evolving world of commerce.Key Takeaways:The Power of the 3 C's: Michael discusses the creation of 3C Ventures, grounded in the pillars of Consulting, Convening, and Co-investing, and how these principles are shaping his new business ventures.Betting on People: Michael emphasizes the importance of spotting potential in people—what he calls "lightning in a jar"—and how trust, transparency, and talent fuel success.Legacy and Leadership: Reflecting on his career, Michael shares his thoughts on leaving a lasting impact, the lessons learned from past regrets, and how he's guiding the next generation of industry leaders.

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.