Beyond The Shelf

From unpaid intern to VP of Digital Strategy & Analytics, Scott Kennedy has had a wild ride in the sports and e-commerce world! In this episode of Beyond the Shelf, host Dave Feinleib sits down with Scott to unpack his journey, the meteoric rise of pickleball, and how AI and data are transforming e-commerce.

Scott shares how Franklin Sports—the official batting glove of Major League Baseball—stayed ahead of the curve by jumping into new markets, leveraging analytics, and using AI to optimize everything from product listings to demand forecasting.

Plus, we dive into the future of AI in e-commerce, the challenges of scaling data-driven decisions, and why pickleball is taking over America (seriously, try finding an empty court). If you're into sports, e-commerce, or just love a great business strategy story, this one's for you!

Tune in for insights on:
 - Breaking into the sports & e-commerce industry
 - The explosion of pickleball and Franklin Sports' growth strategy
 - AI’s impact on e-commerce analytics, content, and forecasting
 - How to make data approachable for non-technical teams
 - The future of AI adoption in large organizations

Connect with Scott: https://www.linkedin.com/in/scott-kennedy-ecommerce-analytics

Follow Beyond the Shelf: https://www.linkedin.com/showcase/beyond-the-shelf-podcast

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] with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutions

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

Producer: Jake Musiker

How is AI reshaping e-commerce, retail media, and business transformation? In this episode of Beyond the Shelf, Matthew Adam Smith, Founder & CEO of Two Isaacs, shares how brands and retailers can leverage AI and automation to drive business growth, creative strategy, and better consumer experiences.

With a background in retail transformation, including the launch of Walmart Connect, Matthew brings unique insights into how AI and automation are shaping the next generation of retail. 

In this episode, we discuss:

• The role of storytelling in retail & advertising—why great storytelling is at the heart of e-commerce success (08:00)
• AI as a business accelerator—how brands can integrate AI into retail, marketing, and customer engagement (18:00)
• Build vs. partner for AI solutions—when businesses should invest in in-house AI capabilities vs. leverage external expertise (26:00)
• Why creative strategy is critical in retail media—how AI and automation are helping brands scale content while keeping it personalized (28:00)

Connect with Matthew: https://www.linkedin.com/in/matasmit/ 

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] with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutions

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

Producer: Jake Musiker

How do you manage digital content at scale for some of the world’s most iconic snack brands? In this episode of Beyond the Shelf, Eric Altschul, Director of Digital Commerce Content at Mondelēz International, shares how content, digital shelf strategy, and automation play a critical role in winning in eCommerce.

With over 10 years at Mondelēz, Eric has helped drive content innovation across brands like Oreo, Chips Ahoy, and BelVita. He walks us through the evolution of eCommerce within CPG, the growing role of retail media, and how AI and automation are shaping content development at scale.

In This Episode, We Discuss:

• The evolution of digital commerce in CPG—how eCommerce went from an afterthought to a core business function (3:00)
• How Mondelēz structures its eCommerce and digital content teams—the roles of brand teams, shopper marketing, and retail media (5:00)
• The power of content in shaping consumer experiences—what makes a winning PDP (Product Detail Page) (6:20)
• Mobile Ready Hero Images (MRHI)—why they matter and how Mondelēz uses them to optimize product discoverability (7:03)
• How Mondelēz leverages its partnership with It’sRapid to scale content creation efficiently across thousands of SKUs (8:38)
  • Meeting retailer-specific content demands quickly and efficiently
  • Automating the creation of Mobile Ready Hero Images
  • Integrating PIM data to dynamically generate optimized visuals
• The impact of PIM (Product Information Management) on content automation—how data flows from marketing briefs to fully optimized digital content (9:44)
• The constant innovation cycle in CPG—how new flavors and product launches impact content strategy (11:39)
• The future of digital commerce—why efficiency and automation will be key to managing retailer-specific content at scale (18:32)

Connect with Eric: https://www.linkedin.com/in/eric-altschul-b0189a9/ 

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] with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutions

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

Producer: Jake Musiker

For a limited time, Jungle Scout customers can get their first Product Detail Page Image or Banner Ad created free by It'sRapid! Reach out to [email protected] with code "JS2025" to find out more!

Expanding on Amazon and beyond requires a deep understanding of marketplace trends, retail media investments, and digital shelf strategies. In this episode, Chris Barnes, GM, Retail and Alternative Channels at Jungle Scout, shares how brands can optimize their Amazon strategy, expand into new marketplaces, and navigate the evolving eCommerce landscape.

With over a decade of experience in eCommerce, content syndication, and retail analytics, Chris has helped brands refine their digital strategies through roles at Numerator, Cyndigo, and Gladson. Now at Jungle Scout, he focuses on helping brands of all sizes make data-driven decisions to succeed in Amazon’s competitive marketplace and emerging retail channels.

Chris and Dave discuss:

• The state of Amazon today—how brands should approach 1P vs. 3P sales models (02:57)
• The intersection of in-store and digital retail media—how brands can optimize for both (08:04)
• The rise of marketplaces—why Best Buy, Lowe’s, and Walmart are doubling down on the marketplace model (09:47)
• Key strategies for brands expanding beyond Amazon—what to know before entering new online channels (16:52)
• How AI and automation are transforming keyword strategy and retail media spend (18:26)
• How content automation is helping brands scale—Chris shares how It'sRapid supports brands with faster content creation and syndication (23:38)

Connect with Chris: https://www.linkedin.com/in/chris-barnes-a0a7022/ 

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] with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutions

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

Producer: Jake Musiker

This week, we welcome Mike Geller to the show! Mike has built a career at the intersection of technology and retail, working with some of the world’s biggest brands, including PepsiCo, Newell Brands, and Amazon. He started as a founder, selling one of his first startups to John Sculley (former CEO of Apple & PepsiCo), and later helped shape e-commerce strategies at Fortune 500 companies. He is currently a Non-Executive Director at Brimar Industries.

Mike shares how he built and sold a startup right out of college (2:15), the unexpected path that led him to PepsiCo (5:42), and what it took to build a digital commerce strategy at a global brand (9:36). He also discusses the transition from tech companies to brand-side roles (12:54), the evolving omnichannel shopping experience (21:32), and how companies decide whether to build in-house or partner with vendors (27:18).

Connect with Mike: https://www.linkedin.com/in/mgeller/ 

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] with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutions

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

Producer: Jake Musiker

This week, Dave welcomes Jyoti Malik, Senior Director of eCommerce at Belkin, to discuss how brands can leverage data & automation to stay competitive. With over 15 years in eCommerce and omni-channel strategy, Malik shares insights on the evolution of eCommerce, retail media, and AI-driven optimization, what has changed and what remains constant. 

She begins by reflecting on the early days of eCommerce, when it was more of an experiment than a necessity (4:28). As the landscape has evolved, automation has become a key optimization tool (6:19), helping brands expand their reach. Jyoti dives into the impact of AI on search (11:45) and how brands need to think about incorporating AI capabilities. 

Later, she and Dave discuss the trajectory of retail media (16:45) and its growing influence across industries. Throughout the conversation, one theme remains paramount: the customer. Malik emphasizes that the most effective way to grow a business is to work backward from the customer, understanding how they shop and what drives their decisions (23:57).

Catch Dave at Bazaarvoice Summit 2025! He’ll be there this Thursday, March 13 at 11:20AM CDT / 4:20PM GMT, for the panel “Retail Media Networks Reimagined: The Power of a Full-Funnel Content Strategy.”  He’ll be joined by Bazaarvoice’s Jo Callahan and Mindshare’s Jeff Malmad.

Don’t miss this discussion on how brands can integrate content and retail media into a full-funnel strategy. Save your spot here: https://www.bazaarvoice.com/summit-2025/ 

Connect with Jyoti: https://www.linkedin.com/in/jyotimalik/ 

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] with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutions

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

Producers: Sean Leviashvili, Jake Musiker

Dave’s guest this week is Elise Barry, Digital Communications Manager at Royal Canin, one of the world’s largest manufacturers and suppliers of dog and cat food.  An eCommerce and Digital Marketing specialist with more than 10 years of experience in diverse marketspaces, Barry understands the importance of defining and maintaining a strong digital presence that is specific to your company’s goals. 

She explains how the pet food industry has seen a post-pandemic shift from brick-and-mortar to eCommerce (2:34). She goes on to explain the importance of deciphering and prioritizing data (8:18), paying attention to keywords (13:22) and creating a company playbook that helps freelancers and AI models alike understand content goals (21:55). Finally, we cap this episode with a hilarious and entertaining “Pup Quiz” (26:28), where Dave tests Elise's knowledge on trends in the pet and pet food industry. 

From shifts in eCommerce to PDPs and even dog food influencers, no topic is left off the table. 

PUP QUIZ ANSWERS: 

Question #1: French Bulldog
Question #2: Between $434-684 per year

Question #3: Luna

Question #4: Cooper
Question #5: No more than 10%!

Connect with Elise: https://www.linkedin.com/in/elisebarry-ecomm/

Get the ItsRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/

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

Producers: Sean Leviashvili, Jake Musiker

Dave’s guest this week is Hayden Consultancy Founder, Eleanor Hayden.  Hayden Consultancy works with food and beverage brands to help them increase their digital footprints and and improve their eCommerce strategies. Having worked in the industry for more than 10 years, both as an entrepreneur and as a Shopper Marketing expert, Eleanor understands that every brand needs to find their own unique approach when it comes to getting in front of the consumer. 

Eleanor talks about how COVID expedited the push into Retail Media (04:42), how brands can assess their in-store marketing spends (07:43), how starting a business of her own provided her with invaluable insights that help her guide brands both big and small (09:14). She also shares how Hayden Consultancy helps clients boost their sales (16:19), and her thoughts on the future of Retail Media (24:37).   

Connect with Eleanor: https://www.linkedin.com/in/eleanorhayden/

Learn more about It’sRapid: https://itsrapid.ai/

Get the It'sRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/

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

Producers: Sean Leviashvili, Jake Musiker

Dave’s guest this week is Kristy Meinzer, Discoverability Director for Performance Content at VML, a creative agency that helps brands grow by combining brand experience, customer experience and eCommerce insights. With expertise in search capabilities, content strategy and brand awareness, Kristy provides insights into the ever-changing world of eCommerce and discoverability, weighing in on how brands are shifting focus, incorporating new technologies and finding new ways to bring awareness to companies and products. 

Kristy talks about the difference between organic and paid discoverability (8:28), why you should always start with search before anything else (13:50), how the industry as evolved over time (17:40), where new brands should start (18:48), and thoughts on newer e-commerce players like Temu (20:02).

Check out VML's "2025 Predictions for Search" report here: https://www.vml.com/insight/2025-predictions-for-search 

Connect with Kristy: https://www.linkedin.com/in/kskristy/ 

Learn more about ItsRapid: https://itsrapid.ai/

Get the ItsRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/

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

Producers: Sean Leviashvili, Jake Musiker

Dave’s guest this week is Kiri Masters, who hosts and writes Retail Media Breakfast Club, a daily podcast and newsletter summarizing the latest trends in retail media.  She’s also a regular contributor to Forbes’ Retail section.  Previously she founded Bobsled Marketing, which was acquired by Acadia in 2022. 

Kiri shares why it’s so difficult to find a true definition of “retail media” (3:28), why specific RMNs need to be treated as their own channels (13:48), her POV on the incredible success of Beast Games on Prime Video (21:38) and why data people also need to learn how to tell a story (32:40). 

Subscribe to the Retail Media Breakfast Club podcast: https://www.retailmediabreakfastclub.com/

Subscribe to the newsletter: https://www.linkedin.com/newsletters/retail-media-breakfast-club-7261657654001909760/

Connect with Kiri: https://www.linkedin.com/in/kiri-masters/

Learn more about ItsRapid: https://itsrapid.ai/

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

Producers: Sean Leviashvili, Jake Musiker