BRAVE COMMERCE

On this episode of BRAVE COMMERCE, Monisha Dabek, Chief Commercial Officer and General Manager at Ocean Spray, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about ways to navigate the dynamic landscape of the consumer goods industry.

In discussing her career journey and the choices she has made along the way, Monisha emphasizes the importance of having a genuine passion for the industry in which you work. She stresses the significance of taking the path less traveled to gain a broad spectrum of experiences. Additionally, she mentions that the job title doesn't define the role; it's the scope of responsibility and cross-functional collaboration that truly matter.

A significant aspect of Monisha's role is ensuring harmony between sales and marketing. Monisha acknowledges that her unique career path equips her to understand the perspectives of both sales and marketing, allowing her to facilitate constructive dialogue and drive the brand forward.

The conversation shifts towards how Ocean Spray, with its 93-year history, consistently stays relevant with the next generation of consumers. Monisha highlights the brand's legacy of creating categories like cranberry sauce and craisins, which contributes to its cultural relevance. She also mentions the brand's successful use of TikTok and how it helped attract new, younger consumers who have now become a part of the brand's base.

With the holiday season approaching, the hosts and Monisha delve into Ocean Spray's plans. They reveal the brand's exciting new campaign celebrating the transformative power of cranberries in making ordinary moments extraordinary. The conversation hints at an upcoming campaign for cranberry juice and a creative social media campaign centered around cranberry sauce, bringing Team Canned and Team Homemade together.

Key Takeaways:

●     Balance healthy tension between sales and marketing to meet both brand and retailer demands

●     Tap into current conversations to engage new and existing consumers

●     Leverage seasonal moments to drive brand engagement and expand the consumer base

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In this episode of BRAVE COMMERCE, Nuno Pedro, Global Head of the Digital Center of Excellence at Mark Anthony Group, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about the challenges and strategies needed to establish a prominent position in the competitive beverage industry.

The conversation kicks off with Nuno sharing how his passion for using technology to solve complex business problems and his unwavering pursuit of new challenges have shaped his diverse career path. He delves into the specific hurdles of marketing within the alcohol and beverage sector, especially for a brand like Mark Anthony, renowned for pioneering the hard seltzer category.

Nuno emphasizes the significance of cultivating a robust digital footprint for non-traditional direct-to-consumer brands such as Mark Anthony. He highlights the complexity of the consumer journey, particularly within the constraints of the US's three-tier system, stressing the need to establish a strong brand identity, fostering community engagement, and leveraging data insights for value creation.

The discussion then delves into Nuno's approach to leading digital transformation within the organization. He emphasizes the significance of understanding the existing business landscape, building a dedicated digital team, defining key initiatives, and leveraging technology to drive digital transformation. He also highlights the value of testing, learning, failing fast, and learning even faster, while showcasing initial results to build confidence within the organization.

Nuno also talks about the triumph of their flagship product, White Claw, and the challenges posed by increasing competition in the hard seltzer category. He emphasizes the necessity of product differentiation, technological advancement, and a robust digital presence to retain a competitive edge. Nuno further discusses the strategies employed to educate consumers in regions less acquainted with the concept of hard seltzers, outlining effective tactics for market penetration in these areas.

Key Takeaways:

●     Tailor marketing strategies based on a deep understanding of consumer behavior and preferences

●     Prioritize digital transformation by analyzing the existing business landscape and leveraging the right technology

●     Emphasize consumer education in unfamiliar markets to establish a strong presence and market penetration

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

See omnystudio.com/listener for privacy information.

On this episode of BRAVE COMMERCE, Chris Cowger, Senior Vice President of Global eCommerce & Online Experience at Dell, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about leadership, turnaround strategies, and the significance of aligning on problem statements.

The conversation begins with Chris attributing his return to Dell to the quality of professionals and the collaborative environment within the company. He outlines a three-step process for effective turnarounds, emphasizing the necessity of aligning on the problem statement, ensuring clear understanding of each person's role in solving the problem, and summarizing the solution in a concise manner that would fit on a bumper sticker.

As the conversation continues, Chris highlights the importance of a rigorous Business Management System in effectively managing change. He highlights that regular meetings, reviews, and accountability are crucial in maintaining focus and achieving results. Furthermore, he delves into Dell's transformation, particularly its re-entry into the consumer electronics market and its pursuit to reclaim its position as a top e-commerce entity.

The discussion also touches upon Dell's response to the challenges posed by the COVID-19 pandemic. Chris points out that Dell's diverse product offerings, resilient product categories, and profitability became advantageous during the crisis. He discusses the changing customer needs during the pandemic, noting a shift from home office setups to increased demand for high-quality peripherals and accessories. As companies adapt to shifting conditions, Chris emphasizes the critical role of adaptability and innovation for businesses.

Key Takeaways:

●     Identify and align on the correct problem statement before implementing solutions

●     Simplify complex strategies into concise, memorable statements that resonate with the team

●     Capitalize on evolving customer demands by offering premium and upgraded solutions to meet their evolving needs

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In this episode of BRAVE COMMERCE, Sharon John, President and CEO of Build-A-Bear Workshop, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss brand licensing, consumer-centric approaches, and the unique experiences that Build-A-Bear offers its customers.

As the conversation begins, Sharon reflects on her journey in the industry, emphasizing the importance of understanding consumers and culture. She discusses Build-A-Bear’s ability to appeal to a wide range of consumers, from children to teenagers and adults, highlighting that 40% of their sales are now to teens and adults. This shift is driven by nostalgia, the desire to reconnect with one's childhood, and the appeal of niche IP properties.

Sharon also elaborates on the creative process behind selecting partnerships and licensing deals, emphasizing the importance of adding value and honoring the brands they collaborate with. She details how Build-A-Bear creates unique and memorable experiences for customers, ensuring authenticity and emotional connections with the brand.

The discussion takes an interesting turn as Sharon explores the role of social media, particularly TikTok, in Build-A-Bear's marketing strategy. She explains how the company has adapted to changing consumer behaviors and diversified its retail footprint, moving beyond traditional malls to tourist and hospitality locations.

The conversation also touches on the shift from awareness-driven marketing to advocacy-driven marketing, where customer advocacy plays a significant role in driving brand awareness. Towards the end of the conversation, Sharon talks about her book, "Stories and Heart," which offers personal anecdotes and life lessons. She reflects on the motivation behind writing the book and the positive impact it has had on readers who can relate to her journey.

Key Takeaways:

●     Partner with brands that share a mutual audience to broaden your product range

●     Forge emotional bonds with customers for authentic marketing and user-generated support

●     Evolve your retail strategy to adapt to changing consumer shopping habits

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On this episode of BRAVE COMMERCE, Simon Miles, VP of Global Omnichannel Commercial Strategy at The Coca-Cola Company, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about strategies for navigating the complexities of the global marketplace, breaking down silos within organizations, and driving innovation in retail media.

Simon opens the conversation by highlighting the changing landscape of consumer engagement and the need for various departments within organizations to collaborate effectively in the modern omnichannel and eCommerce space. He emphasizes the importance of bringing together marketing, media, and other key stakeholders to create a seamless customer experience.

As the conversation deepens, Simon explores the changing nature of consumer behavior and the need for brands to adapt their organizational structures. He stresses the importance of breaking down silos that have traditionally separated commercial and consumer marketing. He also emphasizes the need for collaboration among various teams, especially in the age of retail media, to deliver more personalized and relevant experiences to consumers.

Simon also shares valuable insights into how Coca-Cola is bridging the gap between the physical and digital worlds when it comes to attribution and measuring the impact of omnichannel investments. He highlights the need for simplification and focuses on key metrics that can drive business outcomes.

Throughout the conversation, Simon emphasizes the significance of education and talent development within organizations. He explains how Coca-Cola is expanding the talent pool and spreading knowledge across different levels of the organization through workshops, training, and self-serve learning resources.

Key Takeaways:

●     Encourage collaboration between marketing, media, and other teams to optimize omnichannel strategies

●     Prioritize delivering value to consumers in your marketing

●     Foster a culture of continuous learning and knowledge sharing within your organization

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On this episode of BRAVE COMMERCE, Gabrielle Wesley, Chief Marketing Officer at Mars Wrigley, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about brand strategy, the importance of Halloween in the candy industry, and the company's commitment to fostering an inclusive internal culture.

Gabrielle delves into how Mars Wrigley ensures its brands remain culturally relevant. She emphasizes that while awareness is not an issue for their products, they focus on being accessible and present wherever consumers think about indulging themselves. Halloween, in particular, holds immense importance as it serves as an entry point for consumers to discover and cherish Mars Wrigley's brands.

Gabrielle also shares how Mars Wrigley is expanding its brands beyond mere snacking. She provides insights into how M&M has evolved beyond its product offerings, emphasizing inclusivity and creating experiences that align with the brand's essence of unity through fun.

Discussing the unique culture at Mars Wrigley, Gabrielle elaborates on the associate concept, where ideas can come from anyone, regardless of their position. She also shares her insights on supporting women in their careers, particularly during pivotal life transitions like marriage, motherhood, and leadership. Gabrielle advocates for transparency, vulnerability, and the acceptance that balance can be subjective and ever-changing.

While acknowledging the challenges posed by additional responsibilities, Gabrielle also highlights the positive shift towards prioritizing mental health and well-being. She expresses concerns about lingering expectations and responsibilities on women but remains optimistic about the increasing flexibility and choices for employees.

Key Takeaways:

• Think beyond product sales and create experiences that align with your brand's essence
• Foster a company culture where conversations about well-being and work-life balance are encouraged and supported
• Develop a workplace culture where ideas can come from anywhere, promoting innovation and inclusivity

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On this episode of BRAVE COMMERCE, Andrew Katz, Chief Marketing Officer at Athletic Brewing Company, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about the evolving non-alcoholic beer market and how Athletic Brewing is seizing this opportune moment.

Andrew takes us on a journey into Athletic Brewing's origins, tracing it back to founders Bill Shufelt and John Walker. He also reveals that a significant majority of Athletic Brewing's consumers are millennials and Gen Z, driven by a desire for healthier choices and mindfulness.

Andrew explains that the primary demographic for non-alcoholic beer consists of existing beer drinkers. However, he emphasizes that Athletic Brewing's products aren't mere substitutes; they represent incremental purchases, making them the preferred choice for retailers.

When it comes to strategy, Andrew highlights Athletic Brewing's omnichannel approach, designed to engage consumers across various platforms and foster loyalty through repeat purchases.

The conversation concludes by exploring the delicate balance between maintaining an entrepreneurial spirit and scaling as a larger company. Andrew highlights the importance of intentionally hiring individuals who align with the company's mission and involving founders in the hiring process to preserve the vibrant culture.

Key Takeaways:

• Develop an omnichannel strategy to reach consumers across various platforms and channels
• Capitalize on the alignment between consumer behavior and business objectives, especially in emerging markets
• Know your audience inside and out, and tailor your marketing efforts to resonate with them

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In this episode of BRAVE COMMERCE (recorded live at Adweek in NYC), Jay Picconatto, VP of Advanced Marketing Solutions at General Mills, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the evolving nature of the consumer goods industry, focusing on adapting to change, leveraging data, and fostering agility.

Jay emphasizes the importance of engaging with industry events, conferences, and experts to stay updated on emerging trends. He also highlights the need to modernize marketing approaches across General Mills brands, including strengthening brand foundations, mastering data-driven marketing, and adapting content creation to the evolving marketing landscape.

He explains that General Mills, with its century-long history, encounters challenges stemming from the rise of direct-to-consumer and challenger brands. He shares their strategy for maintaining a defensible position, which involves utilizing supply chain excellence, boasting a diverse product portfolio, and implementing data-driven platforms.

Addressing the challenge of understanding consumer interactions, both online and in-store, Jay emphasizes the significance of evaluating online visibility, linking online activity to in-store purchases, and encouraging retailers to offer valuable insights. He also highlights the importance of effective data utilization, advocating for a "cocktail recipe" approach. This approach amalgamates various data types, including first, second, and third-party data, to enhance audience targeting compared to competitors.

The conversation pivots to sales enablement and the use of data to fortify partnerships with top retailers. Jay highlights the potential of clean room collaborations with retailers to enhance targeting and explores the concept of demonstrating General Mills' value by offering insights based on purchase behavior data.

Key Takeaways:

• Embrace continuous learning and exposure to industry experts to stay relevant in a rapidly changing marketing landscape
• Start with the end goal in mind when developing a data strategy
• Use data to strengthen relationships with retail partners by sharing insights and performance data that benefit both parties

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In this episode of BRAVE COMMERCE, Amina Pasha, Chief Marketing Officer at Thrive Market, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the intricacies of mission-driven marketing and the strategies that have fueled Thrive Market's growth.

Speaking about leadership and brand experience, Amina highlights that being a leader in the marketing field goes beyond understanding just marketing strategies; it involves comprehending every facet of a brand, from supply chain and pricing to positioning and partnerships. She emphasizes that cross-functional collaboration and leadership are pivotal, especially when working on multifunctional projects.

Transitioning from the corporate giant P&G to mission-driven brands like Honest and Thrive Market, Amina reveals that working on smaller brands required her to assess team capabilities with a critical eye. Mission-driven brands often attract passionate individuals, but assessing their suitability for these roles demands a more nuanced evaluation. Amina underscores that the right team, aligned with the brand's mission, is essential for success.

Amina delves further into the role of documenting a brand's core values, founding story, and mission to ensure seamless alignment across the organization. She also emphasizes the importance of setting clear metrics and milestones in mission-driven marketing. She explains that involving stakeholders in these milestones fosters a sense of ownership and commitment to the brand's mission.

Thrive Market's commitment to sustainability, highlighting the company's achievements in becoming zero waste and carbon-neutral from its inception, is also a key point of discussion in the podcast. Charting the course of Thrive Market's growth strategies, Amina elaborates on their pivotal pursuits, with a central emphasis on amplifying the member base, diversifying product categories, and optimizing their distinct brand.

Key Takeaways:

• Successful brand leadership requires cross-functional engagement, collaboration, and alignment
• Establish measurable goals to drive mission impact, involving stakeholders for collective commitment
• Integrate sustainability as a core principle, pursue relevant certifications, and inspire industry-wide change

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