This week, Dave speaks with Helen Makri, Sr. Manager of eCommerce Digital Content at Ferrero.

Helen shares how Ferrero has evolved its ecommerce content capabilities — from repurposing brand assets for digital to building a more strategic, optimized approach across a large and growing portfolio of brands.

In this episode, Helen breaks down why ecommerce content needs to do more than look good. It has to address shopper barriers, support conversion, and be tailored to the needs of each retailer and audience.

The conversation also explores Ferrero’s partnership with It’sRapid, including how the team uses It’sRapid Optix™ to test content, uncover clearer insights, customize audience inputs, and optimize PDP visuals earlier in the development process.

Connect with Helen on LinkedIn

Follow Beyond the Shelf on LinkedIn

Learn More about It'sRapid

Get the It’sRapid Creative Automation Playbook

Take It’sRapid’s Creative Workflow Automation with AI survey

Email us at [email protected] to find out how to get your free AI Image Audit

Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com

Producer: Jake Musiker