BRAVE COMMERCE

On this episode of BRAVE COMMERCE, Denise Woodward, Founder & CEO of Partake Foods, talks about growing and developing a bootstrapped business. Denise opens with the inspiring story of Partake Foods. She wanted to make a product for her daughter, who suffers from food allergies. When discussing it with her husband at the zoo one day, a stranger overheard her and told her about a local small business competition. Denise won and then left her long-term job at Coca-Cola to sell her product at local conventions, farmer’s markets, and retailers. 

Growing quickly, Partake Foods is now distributed to over 9000+ retailers. Denise accredits this growth to her robust relationships with retailers, the community she’s built among her consumers, and using data to understand the product’s ROI. 

When it comes to hiring, Denise mentions a book she read called The Ideal Team Player, which suggests that companies should look for talent that is “humble, hungry, and smart”. Denise elaborates on what exactly this has meant to her. She speaks further on the importance of hiring diverse teams and hiring and growing employees from underrepresented backgrounds. 

This episode details Denise’s inspiring story of growing from a small business to a successful CPG brand, and gives great insight into how similar brands can grow as well. 

Key Takeaways:

• Successful businesses come from the leadership living and exemplifying the mission every day
• Finding tools that understand where your customers find your product is key.
• Measure retention to determine the success of your inclusive hiring programs.

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On this episode of BRAVE COMMERCE Joy Simonson, Head of Global Consumer eCommerce at 3M talks about how the brand’s “maker culture” has contributed to its success in both the B2B and B2C eCommerce world. 

She starts by speaking about how leveraging B2B eCommerce provides incremental profits for B2C and how both work hand and hand. Emphasizing the importance of data, Joy stresses how optimizing content leads to conversion. When a brand is able to tie content to data, it can truly test its effectiveness. 

3M, as a large technology company, has adopted a “maker culture”, in which they constantly are testing and iterating their products and marketing initiatives. Joy explains that since the company has an engineering foundation, they are able to automate its output quickly. 

As an expert in the eCommerce space, Joy says that eCommerce belongs everywhere for brands because it is another road to the consumer. She speaks on how it is important to build a common language to align all teams. She stresses the value of cross-functional work to build empathy and says that when teams are able to create a human relationship and listen to each other’s needs, they can quickly advance together. 

In this episode, you will learn just how far testing your ideas, leading with empathy, and working together can get a brand in the eCommerce space. 

Key Takeaways:

• Optimizing content with data leads to conversion
• Showing and providing platforms for cross-functional work, such as building a common language, allows brands to quickly advance together
• eCommerce is important for all brands, as it is another way to ultimately reach the consumer

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On this episode of BRAVE COMMERCE Cristina Marinucci, Global Head of Shopper Excellence at Mondelez International gets Phygital with hosts Sarah and Rachel. 

She starts by defining Phygital - the blending of the digital and physical to create enhanced experiences for all our customers - and then delves into the best practices for rolling out this omnichannel approach to retail both with customers and with internal stakeholders.

In order to grow an omnichannel business, you need cross-functional buy-in. Cristina says that demonstrating measurability and the halo of digital influence on all sales has helped shift mindsets at Mondelez.

As an international leader, Cristina also speaks to the need to meet each market where they are and to take advantage of the opportunities offered by less developed markets to test and learn outside of existing infrastructures. 

You will leave this episode with a whole new Omnitude and a new vocabulary for providing excellent shopper experiences.

Key Takeaways:

• When pitching omnichannel initiatives internally, make it simple and demonstrate “what’s in it for me” to your audience.
• Measure not just digital sales, but digital influence in order to see the full power of your Phygital efforts.
• Collaboration, whether cross-functional teams or co-creating experiences with retailers, fosters the best omnichannel results.

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On this episode of Brave Commerce, Anouck Gotlib, CEO of Belgian Boys, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss branding and developing products over time. 

Gotlib shares the experience of creating and launching Belgian Boys with her husband. She explains how she gave the product “clothes” or rather developed the brand to be exciting and enticing to customers. In developing the brand she looked to the consumer and has gone back to consumer feedback to elevate and evolve it.

As a first-time CEO operating a CPG organization, Gotlib prioritizes the value of learning from her team and listening to them with an open mind. Her battles with imposter syndrome have taught her to lean on her community when facing obstacles and learning from mistakes.

Gotlib reveals several key choices that helped drive consumer attention to Belgian Boys including where the product is positioned in grocery stores alongside complementary products. By relying on key data points to drive decisions, Belgian Boys has scaled across a wide selection of retailers and is continuing to grow.

Key Takeaways: 

• Branding goes beyond a logo or a package to product placement and ethos
• Consumer-driven brands succeed via a deep understanding of their consumers’ lifestyle
• Persistence pays off for emerging brands, especially when it comes to retailer relationships

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On this episode of Brave Commerce, Michal Geller, President of eCommerce & Digital at Newell Brands, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss retail media and eCommerce attribution. 

Geller shares his experience using retail media as a productive media platform. He explains how brands can utilize retail media to develop strong relationships with retailers. Once brands align with retailers, both sides can use retail media together to generate profit. 

He explains that brands can use data and analytics to drive profitable growth. For example, when a brand identifies who a consumer is, they can develop products that might solve for their needs. Ultimately, the brand can target the consumer with the right offers and product portfolio to entice them to purchase and inspire consumer loyalty and obsession. 

Finally, Geller speaks on attribution, and how even when in-person sales might outweigh eCommerce, any brand with a digital presence should pay attention to eCommerce. At every digital touchpoint, it is essential to recognize that consumers are buying your product in many ways. 

• Retail media is a valuable tool, especially for brands when building retailer relationships
• Data and analytics can help your brand appeal and respond to consumers in meaningful ways
• With eCommerce and digital enablement, consumers are learning about products via multiple channels

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On this episode of BRAVE COMMERCE, Lisa Mann, Managing Director and CMO of Raines International, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the state of the current talent ecosystem. 

Lisa shares why she came out of retirement in the middle of the pandemic to take a new job outside her experience in CPG. She says she was attracted to creating a true talent ecosystem, and implementing executive search, assessments, and leadership consulting. Fast forward to today, she says the talent ecosystem she is now a part of is unlike no other and has been since the pandemic started. For instance, she says talent ambitions are big and complex for many companies since they realize that they need to recruit people with the talent and agility to navigate hard economic times.

To succeed in the recruitment process, she says interviewers need to mitigate bias, and interviewees need to market themselves like a product. She says it's beneficial for the interviewee to address questions and concerns with the interviewer. She says soft skills are becoming more important for recruiting C-suite executive roles. To lead a team, executives must be well-versed in listening, collaborating, and influencing their team.  

Key Takeaways: 

• The talent ecosystem has become more complex since the pandemic 
• Preparation from both parties is crucial for interviews 
• Having those soft skills in addition to hard skills is crucial for any leadership position

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On this episode of BRAVE COMMERCE, Jim Mollica, Chief Marketing Officer of Bose, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss several ways brands can communicate and connect with their consumers. 

Jim shares his experiences of marketing a product in the entertainment, apparel, and consumer electronics industries. Although very different from one another, he explains how creating stories and building fandoms around the product secures engagement of products in all three industries. He then shares Dr. Bose’s success with this strategy. 

Jim shares how first-party insight data helped him and his team clearly define who Bose wants to serve and ultimately the mission and vision of the company. He then says his partnership with Bose’s product team helped him develop a single voice of the consumer. With the content being associated with one core voice, Jim says that he and his team are able to optimize content creation where they can learn even more insights to develop clear brand messaging. 

The Takeaways: 

• Storytelling is a powerful way to drive consumer engagement
• Data should support your brand’s mission and vision
• Content creation and clear brand messaging take products to the next level

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You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.

Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.

Follow our hosts on Twitter: @RachelTipograph @PezMeister1

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

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During this conversation, Jay Sethi, CMO of Diageo Beer Co at Diageo paints a picture of multicultural neighborhoods sharing the foods and flavors they love thus expanding one another’s tastes and perspectives. 

Jay backs up this idyllic vision with a unique approach to following immigration data to predict consumer trends. He speaks to serving “the total American consumer” with authenticity and empathy. Using the example of Diageo’s acquisition of Lone River Ranch Water he discusses shaping the future of your category in a way that reflects culture in the best possible way. Heritage, he says, helps brands secure and sustain a place in the hearts and minds of their customers.

When you take the time to expose yourself to the full spectrum of American communities - whether you are a marketer, business dev leader, agency exec, or in any other role - you develop a deeper understanding of America’s amazing diversity (in the most literal sense of that word). This understanding will shape your product development, your marketing messages, and your corporate roadmap in meaningful ways that drive growth and customer loyalty.

Looking to the future, he sees the emerging buying power of Gen Z as the force to follow in determining the next steps for your brand strategy.

The Takeaways:

• Immigration data is an often overlooked predictor of consumer trends
• Taking a multicultural approach to your brand strategy drives growth and retention
• Gen Z prizes authenticity and their buying power is only increasing

Subscribe to BRAVE COMMERCE on your favorite podcast platform!

You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.

Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.

Follow our hosts on Twitter: @RachelTipograph @PezMeister1

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

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With holiday spending in full swing, brands could really benefit from some retail media spending advice. On this episode of BRAVE COMMERCE, Kate Crowley, LEGO’s Head of B2B eCommerce Marketing Strategy and Implementation in Western Europe, and Luke Sebire, the head of their Global eCommerce Center of Excellence, join hosts Rachel Tipograph and Sarah Hofstetter to discuss the opportunities associated with building global brands via retail media. 

During this episode, Kate and Luke share the importance of being loyal to consumers, especially during times of economic uncertainty. As they explain, disappointing the customer is never acceptable.

They also talk about the need for brands to view retail media budgeting from both a global and mature market perspective. Retail media should be considered from a deep understanding of the path to purchase. You need to know where to show up for key decision making moments.

Subscribe to BRAVE COMMERCE on your favorite podcast platform!

You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.

Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.

Follow our hosts on Twitter: @RachelTipograph @PezMeister1

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

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On this episode of BRAVE COMMERCE, Anton Vincent, President of Mars Wrigley, North America, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss empathy in customer experiences. Through brand experience, consumers can often develop an emotional attachment to their favorite products. This attachment can help brands transition their consumers to supporters of the overall brand.  

Vincent shares his views on why he believes brands must consider how they can affect people's lives. Specifically, he mentions the sustainability journey Mars is on and their progress regarding wastewater treatments and packaging.  Moreover, Vincent shares examples of how he and his company go beyond product marketing by focusing on consumer relationships. He juxtaposes the “consumer relationship” with the “customer relationship,” speaking on the importance of creating an experience for the consumer. He then shares a personal experience when he truly understood the consumer and had compassion for them. 

Subscribe to BRAVE COMMERCE on your favorite podcast platform!

You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.

Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.

Follow our hosts on Twitter: @RachelTipograph @PezMeister1

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

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

See omnystudio.com/listener for privacy information.