BRAVE COMMERCE

In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter sit down with Felicia Zhang, Head of Marketing at Bar Keeper's Friend, to discuss what it takes to modernize an iconic brand while maintaining the trust that made it successful in the first place. Drawing on experience across global brands including Nike, Oreo, and Nestlé, Felicia shares lessons from her transition to a smaller, more agile organization, where speed, experimentation, and continuous improvement are critical to success.

The conversation explores why brands perform best when they're willing to launch, learn, and iterate rather than waiting for perfect conditions. Felicia also shares how her approach to leadership has evolved over time, including the importance of empowering teams to take action, embracing uncertainty, and finding optimism through periods of change.

Key Takeaways

• Launching a strong V1 and improving through iteration often drives more progress than waiting for a perfect launch.
• The most effective teams combine strategic thinking with a willingness to roll up their sleeves and execute.
• Leadership becomes more effective when leaders focus less on controlling outcomes and more on empowering people and solving problems.

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Stefan Kovačević, Global Retail Media and Digital Shelf Lead at Nestlé, about how AI is changing the way consumers discover, evaluate, and purchase products. As AI becomes a more active participant in the path to purchase, Stefan explores what this shift means for brands and why marketers need to rethink how they build trust and differentiation.

Stefan introduces the concepts of "human equity" and "machine equity," arguing that future brand success will depend on winning trust from both people and AI. He discusses the growing role of operational excellence and why emotional connections may become even more valuable as purchasing becomes increasingly automated.

Key takeaways

• The future of brand equity will depend on winning with both consumers and AI-driven recommendation systems.
• Operational excellence is no longer just a supply chain concern; it increasingly influences brand perception and performance.
• As more routine purchases become automated, emotional connections may become a key differentiator for brands.

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter sit down with Bob Liodice, Chief Executive Officer, Association of National Advertisers (ANA), to discuss the forces reshaping modern marketing. From media transparency and measurement to AI adoption and talent development, Bob shares his perspective on the challenges marketers must navigate today and the opportunities that will define the industry's future.

Bob reflects on the industry's progress toward greater transparency, the role collaboration plays in solving complex challenges, and why he believes AI can help marketers make smarter, more informed decisions. He also shares his thoughts on navigating uncertainty, developing future talent, and what marketing leaders should prioritize as the industry continues to evolve.

Key takeaways:

• Media transparency and measurement remain critical challenges for marketers seeking greater accountability.
• AI can help uncover inefficiencies and improve decision-making, but organizations must be prepared to adapt.
• Solving the industry's biggest challenges will require collaboration across brands, agencies, platforms, and partners.

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Jim Lecinski, the marketer behind the “Zero Moment of Truth” framework during his time at Google and now Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management, about how AI is reshaping consumer discovery. From search and social to retail media networks and AI assistants, Jim explains why brands must rethink how they influence decision-making before the point of purchase.

The conversation also explores how AI is influencing both consumers and marketers, and what CMOs should prioritize as discovery becomes increasingly fragmented across platforms and channels.

Key takeaways:

• The “Zero Moment of Truth” is expanding across AI, social, retail media, influencers, and search-driven discovery.
• Brands should start with understanding consumer questions and behaviors before determining where to invest media dollars.
• AI is reshaping both consumer decision-making and how marketing organizations structure teams, strategies, and customer insights.

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Nicolle Pangis, VP of UCAN Advertising at Netflix, about building an advertising business inside one of the world’s most influential media companies.

Nicolle shares why the future of streaming advertising will depend on stronger data collaboration, interoperable measurement, and AI-powered infrastructure. She also discusses the evolution of connected TV measurement, the growing role of clean rooms and data integrations, and how Netflix is thinking about turning audience engagement and fandom into measurable business outcomes for advertisers.

Key takeaways:

• Advertisers can no longer rely on siloed measurement systems if they want a clear view of performance across streaming and retail ecosystems.
• AI-driven advertising depends on connected, interoperable data, not just automation.
• Premium audience engagement only becomes valuable when platforms can connect it to measurable outcomes.

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Risa Cretella, Executive Vice President, Meals & Beverages at The Campbell's Company, about what it takes to evolve iconic brands while staying competitive in fast-moving, highly commoditized categories. Risa shares how she brings an entrepreneurial mindset into a large organization, focusing on smart risk-taking, faster decision-making, and empowering teams to act with conviction, even without perfect data.

She also discusses how Campbell’s is approaching innovation differently, starting with real consumer behavior and moving quickly when there’s clear evidence of demand. The conversation explores why brands lose relevance over time, how private-label gains ground, and what it takes to build and maintain a true “right to win”, while aligning brand-building efforts with commercial outcomes to drive real growth.

Key takeaways:

• Speed is a competitive advantage, but only if teams are empowered to act before perfect validation.
• Private label growth is often a symptom of brand stagnation, not just pricing pressure.
• The strongest innovations don’t create new behavior; they formalize what consumers are already doing.

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Britt West, Chief Commercial Officer at Gallo, about what’s really behind wine’s recent decline—and what it will take to turn the category around.

Britt challenges common narratives around health trends and instead points to a more fundamental issue: wine has failed to recruit the next generation of consumers. He breaks down how decades of premiumization created growth in the short term, but left a gap in long-term demand.

He also shares the playbook for rebuilding the category—from making wine more approachable and affordable to rethinking formats, cultural relevance, and how brands show up in everyday moments.

Key takeaways:

• Wine’s biggest challenge isn’t moderation. It’s a lack of new consumer recruitment.
• Approachability matters: complexity and “insider knowledge” are barriers to entry.
• New formats and price accessibility can unlock trial and repeat customers.

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Helen Kurtz, Chief Marketing Officer at The Wine Group, about how one of the largest wine companies is navigating a category defined by intense competition and shifting consumer behavior.

Helen shares how her team is accelerating speed to market, bringing new products to shelf in months, not years, while moving earlier on emerging trends. She also discusses the realities of innovating across product, packaging, and format, and what it takes to succeed within a complex system of distributors, retailers, and internal stakeholders.

Key takeaways:

• Speed to market is critical—brands must move quickly and be willing to act before trends fully mature.
• Low loyalty shifts the focus from retention to consistently winning the moment of purchase.
• Growth comes from identifying emerging trends early and entering them before the category gets crowded.

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Lara Vandenberg, CEO and Founder of Assemble, which connects brands with senior freelance marketing talent on demand. Lara shares why traditional marketing organizational structures are breaking down, and how leading CMOs are rethinking how work actually gets done.

They explore the shift from fixed roles to flexible capabilities, the impact of overhiring and budget pressure, and why the biggest issue facing marketing teams today isn’t talent, it’s systems. Lara also unpacks the rise of new roles like marketing COOs and process improvement analysts, and what it takes to connect fragmented workflows, teams, and technologies to drive performance.

Key takeaways

• Flexible talent models are replacing traditional hiring and agency structures.
• Systems—not talent—are the biggest constraint on marketing performance.
• Winning teams align how work gets done with how consumers actually discover and shop.

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Jennifer Berry, VP of Our LEGO Agency, Commerce & Digital at The LEGO Group. Jennifer shares how LEGO is rethinking its operating model—bringing creativity, commerce, and retail together under one in-house agency to deliver more connected, audience-first experiences.

They explore why consumers don’t see channels the way organizations do, how LEGO is designing seamless ecosystems across DTC, retail partners, and physical experiences, and what it takes to balance long-term brand building with real-time cultural relevance. From immersive retail to evolving PDPs and the role of AI in freeing teams to focus on higher-impact creative work, the conversation shows how leading brands are operating in a world where brand and transaction moments are no longer separate.

Key takeaways

• Most organizations are still structured around channels, but consumers aren’t. That gap is where performance is lost.
• Growth comes from orchestrating brand, media, and retail into a single performance ecosystem.
• The immediate role of AI isn’t to replace creativity—it’s to streamline processes so more time can be spent on creative and high-impact work.

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