Beyond The Shelf

By David Feinleib

This show is an open exploration of the people and process behind E-Commerce. Through conversations with innovators in the space, we learn the stories of these leaders and their strategies for E

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FAQs about Beyond The Shelf:

How many episodes does Beyond The Shelf have?

The podcast currently has 96 episodes available.

Beyond The Shelf episodes:

November 04, 2025Redefining Skincare on the Digital Shelf – with Advantice Health's Ash McMullen
This week's guest is Ash McMullen, Head of E-Commerce at Advantice Health. At Advantice, Ash leads eCommerce and Amazon strategy for the brands Kerasal, AmLactin, Triple Paste, Dermoplast, New-Skin and Domeboro.
Dave and Ash explore:
How Ash helped scale her dad’s Amazon business before agencies were even a thing
Why audience and content come before product in today’s innovation cycles
What it takes to rebrand brick-and-mortar hero products for today’s digital-first world
Why micro-influencers are gaining ground
How Ash builds teams that thrive through chaos (and Prime Day curveballs)
Connect with Ash 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
...more
37min
October 28, 2025REWIND: The Science of Shopping - with Behavioral Researcher & Author Paco Underhill
This week we're re-airing our episode from this past August with Paco Underhill, renowned behavioral researcher, retail anthropologist, and best-selling author of Why We Buy.
Paco has spent decades studying how and why we shop—and what our behavior reveals about the changing nature of retail. In this episode, he and Dave dig into:
How physical stores are evolving in a digital-first world
The surprising shopper trend reshaping the beauty category
What AI can’t replicate when it comes to in-store experiences
The friction points modern brands must solve to win customer loyalty
Whether you're in eCommerce, store design, or brand strategy, this conversation is packed with timeless insights from one of retail’s most influential thinkers.
Connect with Paco 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
...more
36min
October 21, 2025Always Ask Why - with Ahold Delhaize USA's Joanna Crishock
This week Dave is joined by Joanna Crishock, VP of Digital Merchandising & Operations at Ahold Delhaize USA. She shares how she’s helping iconic brands like Food Lion, Stop & Shop, Giant Food, and The Giant Company stay agile, customer-focused, and digitally connected. From her early days in consumer insights to leading omnichannel strategy across merchandising, operations, and retail media, Joanna brings a powerful “why-first” mindset to every challenge.
Dave and Joanna discuss:
How to bridge retail media and merchandising teams
What true customer-centricity looks like in digital retail
Why asking why is the key to better strategy and collaboration
How Joanna’s team helps brands deliver personalized, seamless experiences
What makes AD USA’s retail media offering stand out
Plus: from Halloween treat planning to back-to-school dinners, why the best retailers solve for real life, not just transactions.
To find out more about AD USA's retail media and full-funnel omnichannel capabilities, reach out to a member of their sales team at [email protected]
Connect with Joanna 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
...more
48min
October 14, 2025Reimagining the Supply Chain – with McLane Company's Murat Genc
What does it take to digitally transform a $50 billion supply chain business?
This week's guest, Murat Genc, President and Chief Information & Digital Officer at McLane Company, shares how he’s helping a 130-year-old company embrace the future of technology.
From his early days building algorithms in college to leading transformations at P&G, Whirlpool, and now McLane, Murat brings a rare blend of technical depth, leadership savvy, and startup mentality to every challenge he faces.
You'll learn about:
The “always-on” mindset driving McLane’s modernization
Building AI assistants that work across every department
How emerging brands are breaking through with McLane’s help
What it really takes to scale transformation across legacy systems
Connect with Murat 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
...more
36min
October 07, 2025Making the Creative Work Harder — with Retail Media Veteran Brian Anthony
This week's guest is Brian Anthony. Brian was in retail media before it was even called retail media. From his early days at Triad, helping launch the first LeBron James campaigns on walmart.com, to his current work shaping strategy across RMNs and brands, Brian brings a wealth of perspective to the evolution of the space.
In this episode, he and Dave talk about:
The early days of retail media and how far it’s come
What makes great creative (hint: simplicity, alignment, and execution)
How to bridge the gap between brand and retailer voice
Why data is only as good as the creative that brings it to life
Tips for streamlining approval workflows and avoiding late-stage breakdowns
What every brand should be asking before launching a campaign
Connect with Brian 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
...more
26min
September 30, 2025The Pivot or Die Mindset - with Pacvue's Melissa Burdick
This week we welcome Melissa Burdick, Co-Founder and President of Pacvue, the leading Commerce Operating System that unifies retail media, commerce management, and measurement. A former Amazon executive with nearly a decade of experience, Burdick helped launch Amazon’s CPG/Health & Beauty retail business and was an early leader in Amazon Advertising. In 2018, she co-founded and bootstrapped Pacvue, scaling it from a startup into a global company with over 700 employees, supporting more than 70,000 brands and agencies across 95+ retailers including Amazon, Walmart, Target, and Instacart. Under her leadership, Pacvue tripled its revenue annually, leading to a high-profile acquisition in 2021. Recognized as a thought leader in the commerce and retail media space, Burdick has been named an Inc. Top 100 Female Founder, Ad Age Leading Woman, P2PI Woman of Excellence, and Campaign’s Most Inspiring Woman. She is also a designated Amazon Ambassador and a frequent media commentator, appearing on platforms such as Bloomberg Technology.
In this episode, Dave and Melissa cover:
The founding story of Pacvue and its explosive growth
Why retail media needs more than automation
How TikTok is rewriting the rules of discovery commerce
The AI use cases that are actually working
Why ROAS might need a rebrand
Connect with Melissa 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
...more
43min
September 23, 2025 Reaching Every Shopper, Everywhere – with Jeff Cohen
This week we’re joined by returning guest Jeff Cohen. Jeff is a go-to voice in the world of retail media.
You’ll hear Jeff’s take on signal-based media, AI-powered ad creation, and the biggest creative blockers that brands still face today. He also shares why strategy, content, and creative execution can no longer live in separate silos
Connect with Jeff 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
...more
35min
September 09, 2025Sustainability That Sells: Turning Purpose into Action - with Marie-Agnés Daumas
This week we're joined by Marie-Agnès Daumas. With a background spanning TerraCycle and Colgate-Palmolive, Marie-Agnès brings a career's worth of insight into retail leadership, sustainability strategy, and how to connect with the modern consumer.
In this episode, she shares lessons from the frontlines of purpose-driven commerce:
How to make sustainability resonate at the shelf
Why simple creative matters more than ever
The surprising power of a faucet (!)
How her team at Terracycle turned a Colgate-Palmolive initiative into a global movement
Why the best shopper marketing blends data, design, and a clear call to action
Connect with Marie-Agnés: https://www.linkedin.com/in/marie-agnes-daumas/
Get the It’sRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/

Take It’sRapid’s Creative Workflow Automation with AI survey: https://www.proprofs.com/survey/t/?title=ffgvd
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
...more
26min
September 02, 2025How to Launch (and Win) with Influencers and Algorithms - with ProductWind's Tim Wilson
Dave’s guest today is Tim Wilson, Chief Revenue Officer at ProductWind, a platform helping brands use influencer marketing to drive real results—especially in retail environments like Amazon and Walmart.
Tim’s career has spanned eComm, tech, and analytics—with past roles at CommerceIQ, Pattern, and 1010data. In this episode, he shares what he’s learned about launching products, winning with algorithms, and why influencers aren’t just for top-of-funnel anymore.
We dig into:
How to “market to the algorithm” and why it matters for PDP visibility
The rise of AI-driven search and the battle for the top 5 organic spots
How ProductWind helps brands use creators to build momentum
Why ROAS is harder to come by—and how to improve it before you spend
How influencer marketing can make retail media more efficient
And yes, Dave pitches a hot sauce brand. (It actually sounds kind of good.)
Connect with Tim: https://www.linkedin.com/in/timothywilson/
Get the It’sRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/

Take It’sRapid’s Creative Workflow Automation with AI survey: https://www.proprofs.com/survey/t/?title=ffgvd
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
...more
35min
August 12, 2025The Science of Shopping - with Behavioral Researcher & Author Paco Underhill
This week’s guest is Paco Underhill, renowned behavioral researcher, retail anthropologist, and best-selling author of Why We Buy.
Paco has spent decades studying how and why we shop—and what our behavior reveals about the changing nature of retail. In this episode, he and Dave dig into:
How physical stores are evolving in a digital-first world
The surprising shopper trend reshaping the beauty category
What AI can’t replicate when it comes to in-store experiences
The friction points modern brands must solve to win customer loyalty
Whether you're in eCommerce, store design, or brand strategy, this conversation is packed with timeless insights from one of retail’s most influential thinkers.
Connect with Paco 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
...more
36min

FAQs about Beyond The Shelf:

How many episodes does Beyond The Shelf have?

The podcast currently has 96 episodes available.

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Beyond The Shelf

FAQs about Beyond The Shelf:

How many episodes does Beyond The Shelf have?

Beyond The Shelf episodes:

FAQs about Beyond The Shelf:

How many episodes does Beyond The Shelf have?

More shows like Beyond The Shelf

The CPG Guys

Retail Media Breakfast Club