BRAVE COMMERCE

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.

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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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In this episode of BRAVE COMMERCE, hosts Sarah Hofstetter, President of Profitero, and Rachel Tipograph, Founder & CEO of MikMak, engage in a dynamic conversation with Bryan Leach, CEO and Founder of Ibotta. Bryan shares the inspiring journey of building Ibotta from its inception in 2012 to its recent transition into a public company. He delves into the original vision of creating a unified starting point for rewarded shopping for American consumers and how Ibotta has grown to include over 50 million users and distributed $2 billion in cash back rewards. Bryan also discusses the strategic pivot that took place five years into the company's journey when Ibotta dramatically expanded its scale by distributing its exclusive offers on various third-party digital properties, emphasizing the importance of innovation and scalability in sustaining growth.

As the conversation progresses, Bryan outlines the evolution of Ibotta into a powerful B2B white-label software platform for retailers, significantly expanding its reach and impact. He highlights the company's four-word mission—"make every purchase rewarding"—and explains how this mission extends beyond Ibotta's direct-to-consumer app to powering loyalty programs for major retailers like Walmart, Dollar General, and Family Dollar. This shift has enabled Ibotta to reach 91% of American households and positions the company to potentially give away billions of dollars in rewards annually.

The discussion also explores the intricacies of change management and the challenges of scaling a business while maintaining its core values. Bryan shares valuable insights into the strategies that have driven Ibotta's success, including the importance of performance-based marketing, agile budgeting, and leveraging data to understand consumer behavior. By emphasizing the significance of agility, transparency, and continuous innovation, Bryan provides a blueprint for other entrepreneurs and marketers looking to navigate the complexities of modern e-commerce.

Key Takeaways:

• Innovative Scalability: Bryan Leach discusses ibotta’s journey from a consumer app to a B2B platform, highlighting the importance of innovation and scalability for sustained growth.
• Performance-Based Marketing: Emphasis on the power of performance-based marketing and agile budgeting, with a focus on measurable outcomes and efficiency in advertising spend, plus the future of “dynamic offers” as the next big AI-driven paradigm shift.
• Consumer Behavior Insights: Insights into the evolving consumer behavior patterns and the strategic importance of retaining brand loyalty amidst rising private label penetration.

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On this episode of BRAVE COMMERCE, hosts Sarah Hofstetter and Rachel Tipograph sit down with Lorran Brown Cosby, Senior Vice President of Digital and E-commerce at Perrigo. Lorran discusses the groundbreaking launch of Opill, the first over-the-counter birth control pill, and its transformative impact on women's health and accessibility. She shares insights into Perrigo's digital commerce strategies, the importance of building retailer confidence, and the unique challenges of marketing sensitive health products. Additionally, Lorran delves into how Perrigo's dual role as a manufacturer and brand builder supports both their proprietary brands and private label products for major retailers, enhancing consumer trust and loyalty.

Lorran begins by introducing Perrigo and its extensive range of products that likely reside in every household. From allergy relief to infant formula, Perrigo's self-care categories are vast. Lorran highlights the company's unique position as both a manufacturer of national consumer brands and private label products for major retailers. This dual role allows Perrigo to reach a broad consumer base while building trust and loyalty through reliable and accessible products.

The conversation then shifts to the launch of Opill, a game-changing over-the-counter birth control pill. Lorran explains the meticulous planning and research that went into this launch, emphasizing the significance of providing accessible contraception to women across the United States. She discusses the comprehensive marketing strategy that included building awareness, trust, and a strong online presence to support the product's success. Lorran also touches on the collaborative efforts with retailers to ensure the product's visibility and accessibility in both physical and digital stores.

In the final segment, Lorran addresses the challenges of marketing products in what is considered a "blush category." She explains how Perrigo navigates sensitive health topics while building consumer trust and confidence. By leveraging data and insights from global markets and focusing on personalized consumer experiences, Perrigo effectively communicates the value and accessibility of their products. Lorran's insights into digital marketing, consumer behavior, and the strategic importance of private label products provide a comprehensive look at Perrigo's innovative approach to e-commerce and brand building.

Takeaways:

• Game-Changing Access: Perrigo's launch of Opill, the first over-the-counter birth control pill, marks a significant advancement in women's health, providing unprecedented access to contraception and supporting the ongoing conversation around women's reproductive rights.
• Strategic Retail Collaboration: Lorran highlights the importance of building retailer confidence through data-driven insights, global market research, and a comprehensive marketing strategy, ensuring successful product launches and sustained consumer interest.
• Navigating Sensitive Categories: Perrigo's approach to marketing sensitive health products involves creating personalized consumer experiences, leveraging global insights, and effectively communicating product benefits to build trust and loyalty among consumers.

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Join hosts Sarah Hofstetter, President of Profitero, and Rachel Tipograph, Founder and CEO of MikMak, in an insightful episode of BRAVE COMMERCE featuring Kheri Tillman, EVP and Chief Marketing Officer of BlueTriton Brands. Together they dive deep into the strategies and stories behind one of the leading names in the water industry.

Kheri Tillman shares the journey of BlueTriton Brands, highlighting their impressive portfolio of regional spring waters like Poland Spring, Deer Park, and Arrowhead. She discusses the unique approach of sourcing water locally, the strategic acquisitions such as Saratoga, and the innovative launch of new products like ionized water brand, Action. Discover how BlueTriton is making waves in the market by staying true to its core values and adapting to consumer demands.

In this episode, Kheri also delves into her transition from publicly traded companies to a PE-backed portfolio, the challenges and opportunities in the ever-evolving beverage industry, and the importance of maintaining a strong brand presence amidst the rise of private labels. Learn how BlueTriton continues to thrive by embracing change, fostering clear communication, and celebrating successes.

• Strategic Portfolio Management: Insights into BlueTriton's diverse range of water brands and the importance of local sourcing.
• Marketing and Innovation: How BlueTriton stays ahead with new product launches and targeted marketing strategies.
• Leadership in Change: Kheri Tillman’s approach to navigating industry changes and driving growth through effective leadership and communication.

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