Charlie Chappell, VP of Media at The Hershey Company joins hosts Rachel Tipograph & Sarah Hofstetter to discuss retail media. Charlie discusses Hershey’s company structure, which emphasizes alignment among media, creative, and growth. He explains the importance of streamlining any touchpoint with which the consumer interacts. The three talk about retailer relationships, educating and negotiating with your partners, and getting the greatest ROI out of your media investment. Expanding on these topics, Charlie gives his tips on “resisting the temptation of trade”, using data to develop strategy, and utilizing targeted media. 

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Claudine Patel, CMO of Post Consumer Brands joins hosts Rachel Tipograph & Sarah Hofstetter to discuss customer relationships in the CPG eCommerce space. Claudine speaks on how everything a brand does impacts how consumers see them. The three of them discuss inflation, and Claudine explains how to assess the value of your product, gauging the impact it has on the consumers’ everyday lives. In efforts to appeal to a wide array of customers, Claudine shares ways she’s adapted her brand to a premium consumer, experimenting with different options and marketing methods including Mucinex’s “Sickwear” line of Mucinex themed streetwear.

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Gentiane Barret, Global eCommerce Lead at Sanofi, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss how her nonlinear career has contributed to her success as a leader in global eCommerce. Gentiane explains how she uses the innovation skills she developed from her time at Google to impact her current role at Sanofi. She discusses how now, working at a smaller company she can make a larger impact. She also shares her advice about running global eCommerce with empathy and how the best way to see results starts with actively listening to the market. 

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Seth Kaufman, President of Moët Hennessy, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss building an exceptional workplace. Seth talks about the importance of tracking success and achievements transparently so the company can be agile and stay motivated. Seth discusses the vitality of inclusivity, sustainability, and DEI. He explains how this empowers employees through servant leadership.

This company model translates to employee retention, business longevity, and, ultimately sales. Furthermore, Seth talks about the relationship between on-premise and eCommerce. He explains Moët Hennessy’s in-house content studio, and how that has served the company from a marketing perspective. Finally, he talks about consumer shopping habits shifting over the years — including the mindset that people are “scrimping to splurge”, or saving in some categories to spend more in others.

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Katie Kirkpatrick, VP of Digital Commerce at Bacardi, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss how the digital shelf influences omnichannel consumers. She talks about how employees are inspired to develop an “ownership mentality” and take pride in their work at Bacardi. She then discusses the future of alcohol eCommerce, and last-mile delivery. She explains that the digital shelf plays a massive role in influencing all alcohol shoppers, even those who make purchases in-store. This stresses integrating marketing and sales to win and making customer connections across all channels.

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Marie-Jeanne Matei, Vice President of eCommerce at Ferrero, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss how to stay on shopping lists in a constantly evolving market. Marie-Jeanne talks about Ferrero as a confectionary brand, and how they manage to stay relevant to consumers. She speaks on the importance of strategically executing paid media and methods to get on the first page of search results.

On this episode, she expounds on optimizing content. She gives her best tips on utilizing her team to stay ahead of algorithms and how to leverage insights to work to Ferrero’s advantage. As a new mother, Marie-Jeanne also talks about how her own shopping habits have evolved since and how this has informed her business decisions.

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Sara Aubitz, Director of Customer Insights and Analytics at Clorox, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss embracing and building eCommerce as a company. Coming from a sales and merchandising background, Sara speaks on how she transitioned to work in CPG eCommerce. She talks about how Clorox built their eCommerce team early, allowing them to mature and adjust as eCommerce has grown in the past few years. She expounds by discussing the importance of structure and having a common language, working under the “3 As”, or assortment, availability, and activation. This language creates a framework for the company to work under that everyone understands.

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Keith Bryan, President of Best Buy joins hosts Rachel Tipograph & Sarah Hofstetter to discuss the evolution of digital commerce and media. Since technology shoppers typically take longer to make a decision on a purchase, Keith talks about the need for first-party data to curate customer-centric advertising. This includes creating standardization among marketing efforts, leveraging advertising to build customer relationships and loyalty, and exploring new, emerging types of media. Keith also shares his thoughts on the importance of DEI and social responsibility as it relates to sourcing media.

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And if you have a question or suggestions for the show, send us an email at [email protected].

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