BRAVE COMMERCE

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.

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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.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of BRAVE COMMERCE, Oshiya Savur, Chief Brand and Marketing Officer at Maesa, joins hosts Sarah Hofstetter and Rachel Tipograph for a deep dive into the evolving beauty industry. Oshiya shares Maesa’s unique approach as a beauty incubator, shedding light on how they disrupt declining categories by identifying unmet consumer needs and revitalizing them with scalable, beautifully designed brands.

Oshiya explains Maesa's dual focus on brand incubation and scaling, detailing their strategy of forging exclusive retail partnerships to drive growth while maintaining brand authenticity. By balancing organic marketing efforts with influencer-led content, Maesa navigates the fine line between mass distribution and direct-to-consumer models. This dynamic approach helps them consistently deliver innovative products to market while fostering deep relationships with retailers and consumers alike.

In a personal reflection, Oshiya discusses her professional journey from global corporations like Unilever to leading at Maesa. She emphasizes the importance of hands-on leadership, innovation, and embracing a nimble mindset in a fast-paced industry. Tune in to hear Oshiya’s insights on building brand heat, the future of D2C, and her advice for staying brave in a rapidly changing marketplace.

Key Takeaways:

• Disrupting Declining Categories: How Maesa targets overlooked markets to create innovative, scalable brands.
• Retail Partnerships & Exclusivity: The importance of strong retailer relationships in building successful beauty brands.
• The Role of Influencer Marketing: How Maesa leverages authentic influencer content to drive brand growth and visibility.

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In May, BRAVE COMMERCE brought its community together for an in-person event in NYC, featuring a keynote from celebrity entrepreneur Tia Mowry—best known for her roles in Sister, Sister and The Game—and Karima McDaniel, President of 4U by Tia, a hair care line designed for textured hair.

On this special episode, host Rachel Tipograph sits down with Tia and Karima to discuss the inspiration behind 4U by Tia, their strategic partnership with Walmart, and their approach to building a profitable, values-driven brand.

Tia’s vision for 4U by Tia stemmed from her personal frustration with the lack of accessible products for textured hair. Embracing the motto “If you don’t see it, be it,” she turned her passion into action. Karima, with her extensive experience in brand marketing, plays a pivotal role in channeling Tia’s passion into a thriving business.

Central to their success is a strong sense of community. Tia’s deep connection with her audience, built over years, has been key to their organic social growth. Whether on Instagram, TikTok, or Facebook, the 4U by Tia brand consistently shows up where their fans are.

Influencers also gravitate toward the brand, bringing fresh ideas for promotion. Tia and Karima take a thoughtful approach to nurturing long-term partnerships with these influencers, ensuring the relationships go beyond one-off transactions.

Listen to this episode and/or find the video of this session here. 

Key Takeaways:

• When it comes to partnerships - it’s a relationship - there has to be trust
• Align your community your product your messaging to achieve success
• The old brand template will not meet the needs of today’s consumer

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter are joined by Parbinder Dhariwal, VP and GM of CVS Media Exchange (CMX), to explore the distinctive approach CVS takes to the rapidly evolving retail media landscape. Parbinder discusses how CMX leverages CVS's extensive loyalty program to differentiate itself from other retail media networks. With 74 million active ExtraCare members and a vast network of digital and physical touchpoints, CVS is uniquely positioned to deliver personalized and seamless shopping experiences across channels.

Parbinder shares insights into how CVS integrates its loyalty data with both on-site and off-site media, ensuring every interaction is measurable and attributing value back to the retailer and its partners. He also discusses the significance of CVS's omnichannel strategy, which is built to meet consumers where they are—whether online or in-store. This conversation delves into the crucial role that loyalty programs play in driving retail media success and how CVS is setting new standards for the industry.

Tune in to hear about the future of retail media in a world where cookie deprecation is imminent and data-driven personalization is key. Parbinder offers a deep dive into how CVS is not only keeping up with industry trends but leading the charge in innovation and consumer connectivity.

Key Takeaways:

• Loyalty as a Differentiator: Discover how CVS's ExtraCare program provides a foundation for personalized consumer experiences, driving both digital and physical growth.
• Omnichannel Engagement: Learn about CVS's approach to blending online and in-store interactions, ensuring that consumers can seamlessly transition between channels.
• Future of Retail Media: Understand how CVS is preparing for the cookie-less future, focusing on data-driven targeting and measurable attribution in both on-site and off-site media.

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In this episode of BRAVE COMMERCE, hosts Sarah Hofstetter and Rachel Tipograph sit down with Ken McFarland, the Global Head of Digital Commerce for Unilever Home Care. Ken shares insights from his unique career journey, beginning with his leap from 7th Generation to Unilever, and how he has navigated the challenges of scaling from a nimble, values-driven company to one of the largest global consumer goods companies. He reveals how he balances his adventurous spirit, as evidenced by his bungee jumping experience, with the structured processes required in a massive organization like Unilever.

Ken dives deep into the role of creativity and data in digital commerce, highlighting how Unilever leverages innovative content and media strategies to engage with consumers online. He discusses the critical role of category management and the analytical mindset that underpins successful eCommerce operations. Ken also explores how he keeps the human touch alive within the vast, process-driven environment of Unilever by fostering strong internal communities and ensuring the eCommerce team remains tightly connected and effective.

Listeners will gain valuable insights into the intersection of creativity and data, the importance of storytelling within the organization, and how to champion the relevance of eCommerce in a company where it may only represent a small percentage of overall sales. Whether you're leading a small team or managing digital commerce for a global giant, Ken's experiences offer lessons in leadership, innovation, and the power of pushing beyond your comfort zone.

Key Takeaways:

• The importance of blending an analytical approach with creativity in digital commerce.
• How to successfully navigate the cultural and operational shifts from a small company to a global corporation.
• The value of internal storytelling to drive eCommerce adoption within large organizations.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of the BRAVE COMMERCE podcast, co-hosts Sarah Hofstetter and Rachel Tipograph are joined by Sarah Larsen, Chief Marketing Officer of Samsung Home Entertainment. Sarah shares her journey from organizing soccer team outings as a ten-year-old to leading the marketing efforts at one of the world's most iconic tech brands. She credits her father for instilling a love of marketing, combining creativity with analytical skills to solve business challenges.

Sarah dives into the unique culture at Samsung, where a "never satisfied" mentality drives continuous innovation. She explains how the company’s ethos of accountability and relentless improvement resonates with her own approach to marketing leadership. This conversation offers listeners insight into how Samsung maintains its position as a leader in the consumer electronics industry by anticipating consumer needs and fostering a culture of experimentation.

Finally, Sarah discusses her bold approach to influencer marketing, highlighting the importance of genuine partnerships over transactional relationships. She reveals how Samsung’s focus on culturally relevant content and smart, creative storytelling has paid off in both brand health and sales.

Key Takeaways:

• Discover how Sarah Larsen’s early love for marketing shaped her approach to leadership at Samsung.
• Learn about Samsung’s unique company culture and how it drives innovation and accountability.
• Understand Samsung’s unconventional influencer marketing strategy and its impact on brand health and sales.

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On this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Axel Adida, Chief Digital Officer at Beiersdorf, to discuss the evolving landscape of global commerce. Axel, who brings a wealth of experience from his time at L'Oréal and Sanofi, shares insights into the seismic shifts that are reshaping the beauty and health industries. From the enduring power of great brands to the explosion of digital media and the rise of data-driven marketing, Axel offers a comprehensive look at the forces driving today's consumer behaviors.

Axel also dives into the unique dynamics of the Chinese market, explaining why it's a bellwether for global trends. He explores how China’s digital ecosystem, particularly the dominance of platforms like WeChat and the boom in live streaming, sets the pace for innovation in commerce. The conversation touches on the challenges and opportunities of translating these trends to other regions, and the nuances that make certain strategies succeed in one market while struggling in another.

Finally, the episode delves into the concept of the "desire economy," where luxury and beauty brands thrive by creating products that consumers don't just want, but deeply desire. Axel discusses how today's consumers engage in an endless loop of inspiration, exploration, and community interaction, reshaping the traditional marketing funnel. With influencers now playing a pivotal role in purchasing decisions, Axel offers a fresh perspective on how brands can navigate and leverage this new landscape to build lasting connections with their audience.

• Global Digital Transformation: Explore the fundamental shifts in digital media, data-driven marketing, and consumer engagement that are transforming the global commerce landscape.
• China’s Influence: Understand the unique role of China as a trendsetter in digital commerce, and how its rapid innovation cycles provide valuable lessons for other markets.
• The Desire Economy: Learn how luxury and beauty brands are capitalizing on the "desire economy," where consumer motivation is driven by a deep connection to brand values and social validation.

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In this episode of BRAVE COMMERCE, co-hosts Sarah Hofstetter and Rachel Tipograph sit down with Ryu Yokoi, Chief Digital Officer for Unilever's Personal Care North America division, to explore the company's dynamic shift towards digital commerce and performance-driven marketing. Ryu shares insights from his impressive 20-year tenure at Unilever, revealing how his diverse experiences across brand management, startups, and digital strategy have equipped him to lead Unilever through a period of rapid transformation.

Ryu discusses the company's strategic integration of media, digital marketing, and eCommerce, explaining how this convergence is reshaping Unilever's approach to the marketplace. He reflects on his journey from traditional brand management to running a direct-to-consumer startup, and how these experiences inform his current role. With an emphasis on data-driven decision-making and omni-channel strategies, Ryu highlights the importance of agility and adaptability in today’s fast-paced digital landscape.

Listeners will gain valuable insights into how Unilever is positioning itself to thrive amidst competition from both established brands and disruptive challengers. Ryu also touches on the critical role of retail media and the evolving relationship between sales and marketing in the age of digital commerce. Whether you’re a CPG marketer, digital strategist, or simply interested in the future of commerce, this episode offers a fascinating look into the inner workings of one of the world's largest consumer goods companies.

• Media and Commerce Convergence: How Unilever is integrating media, digital marketing, and eCommerce to create a more cohesive and outcome-oriented approach.
• Leadership Insights: Ryu Yokoi's unique career path and how his experiences have shaped his leadership in driving digital transformation at Unilever.
• Competitive Edge in Digital Commerce: The strategies Unilever is employing to stay ahead of both legacy competitors and emerging challenger brands in a rapidly evolving marketplace.

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In this episode of BRAVE COMMERCE, hosts Sarah Hofstetter and Rachel Tipograph welcome Rich Lehrfeld, Senior Vice President and General Manager of Walmart Connect, to explore the transformative landscape of retail media. Fresh from the Cannes Lions International Festival of Creativity, Lehrfeld shares his insights on the evolving conversations with suppliers, brands, and advertisers, emphasizing the integration of creativity, data, and AI to solve business challenges.

Lehrfeld delves into Walmart Connect's journey from focusing primarily on lower-funnel sales metrics to embracing a holistic, full-funnel approach that addresses both performance and brand-building needs. He highlights the increasing collaboration between sales and marketing teams within organizations and the necessity of bridging the gap to provide comprehensive advertising solutions. Lehrfeld's extensive experience in media buying and brand metrics brings a unique perspective on the future of retail media and its growing influence.

As the retail media space continues to expand, Lehrfeld discusses Walmart Connect's strategies to remain competitive against major players like Disney and Meta. He explains how better targeting, data infusion, and innovative measurement techniques are crucial in delivering value to clients and driving sales. This episode is a must-listen for anyone looking to understand the dynamic intersection of media, marketing, and retail.

• Integrating Creativity and Data: Lehrfeld highlights the importance of combining creativity with data and AI to enhance advertising effectiveness and solve complex business challenges.
• Full-Funnel Approach: Walmart Connect's evolution from a focus on lower-funnel metrics to a comprehensive full-funnel strategy, addressing both performance and brand-building objectives.
• Competitive Edge in Retail Media: Strategies employed by Walmart Connect to compete with major advertising players, emphasizing the role of better targeting, data integration, and innovative measurement in driving client value and sales.

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