BRAVE COMMERCE

In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter sit down with Wendell Venerable, Vice President of eCommerce at Congo Brands. With experience at Nestlé, Reckitt, and Red Bull, Wendell shares how he has built a career by staying focused on the fundamentals, regardless of shifting trends in the commerce landscape.

Wendell explains why executional excellence still drives the most meaningful results, how to build influence across functions regardless of org structure, and what future leaders need to prioritize to stay relevant in a constantly evolving industry. He also weighs in on generative engine optimization (GEO), agentic shopping, and why not every new buzzword deserves a strategy.

Key takeaways:

• Execution over buzzwords: Wendell shares why staying grounded in fundamentals is more impactful than chasing trends like GEO or agentic shopping.
• Ownership over org charts: The effectiveness of an eCommerce team depends less on structure and more on clear strategy, alignment, and influence across the business.
• Curiosity and consistency win: A career grounded in learning, humility, and cross-functional leadership is what has enabled Wendell to succeed across companies of every size and stage.

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter sit down with Caroline Goodner, Founder and CEO of OrganiCare, the company behind FemiClear. With deep experience launching and scaling health-focused consumer brands, Caroline shares how she has built a business that addresses overlooked but highly common women’s health issues.

From vaginal health to product regulation, Caroline opens up about the unique challenges and rewards of creating solutions in a category that has long been underserved. She shares how OrganiCare earns shelf space, engages on social, and educates consumers about choices they didn’t know they had. Caroline also reflects on the personal decision that reshaped her approach to leadership and balance.

• Innovation through Education: Caroline explains how OrganiCare leverages digital platforms like TikTok to inform consumers and drive awareness in a regulated, often misunderstood category.
• Retail and Consumer Alignment: By offering science-backed, natural products that solve real problems, OrganiCare has been able to scale quickly in brick-and-mortar retail.
• Bravery in Business and Life: Caroline shares the bold personal choice to step back from a prior venture to focus on family, and how that shaped her leadership journey going forward.

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In this compelling episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter sit down with Amber English, President, Digital & Online of the Americas at The Estée Lauder Companies. From launching on Amazon to leading organizational transformation, Amber shares the inside story of how one of the world’s most iconic beauty companies is navigating the future of commerce.

With transparency and conviction, Amber unpacks how Estée Lauder is adapting to shifting consumer behaviors, optimizing for agility, and balancing heritage with innovation. She also gets personal, revealing the brave decision that shaped her career path in a surprising way.

Key Takeaways:

1. Commerce Meets Consumer Intent: Estée Lauder’s move to Amazon wasn’t just a distribution shift—it was a strategic response to consumer demand. Amber explains how the company protects brand equity while embracing the reality that Amazon is both a retail and media platform.
2. Organizing for Agility at Scale: To keep pace with modern commerce, Estée Lauder is reengineering how teams work, empowering faster decisions, embracing real-time data, and aligning KPIs across channels to reflect the interconnected consumer journey.
3. Career Bravery Beyond the Resume: Amber’s decision not to return to college, despite the prestige-driven culture of corporate America, became one of her bravest—and most transformative—moves. Her story challenges traditional definitions of leadership and success.

👉 Tune in for a masterclass in digital transformation, brand stewardship, and modern leadership from one of beauty’s boldest change-makers.

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter are joined by John Alvarado, U.S. Chief Brand Officer at Suntory Global Spirits. As more companies replace traditional CMO roles with Chief Brand Officers, John explains why brand-building—not just marketing—is central to growth, especially in a category steeped in heritage and ritual.

From transforming Jim Beam’s go-to-market strategy to embracing Gen Z’s flavor-first preferences, John shares how Suntory is putting the consumer at the center of everything—from digital upskilling to cultural collabs. Plus, a personal story about bravery that’s both touching and cinematic.

Key Takeaways:

Why Brand Still Wins

In an age of economic uncertainty, Suntory is doubling down on brand equity rather than discounting. John shares how this conviction is fueling consumer love and long-term loyalty.

Upskilling with Purpose

From media to marketing, Suntory’s teams are evolving into digital generalists. John reveals how a “fail forward” culture and clear alignment have made upskilling more than a box-checking exercise.

Flavors, Funnels, and the Future of Spirits

With Gen Z entering the category, Suntory is leaning into bold flavors, limited-time offerings, and full-funnel marketing. Learn how launches like Jim Beam Pineapple reflect a new generation’s preferences and pace.

👉 Tune in to learn how one of the world’s most iconic spirits portfolios is embracing modern marketing while honoring what made its brands iconic in the first place.

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How do you scale a high-growth brand after acquisition without losing the culture that made it special?

On this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Stuart Heflin, Senior Vice President & General Manager, Quest Nutrition at Simply Good Foods, about how Quest has tripled in size since joining Simply Good Foods while staying true to its mission and scrappy DNA.

Stuart explains how the "flip the macros" product strategy guides every innovation, why democratizing ideas across all levels fuels their culture, and how Quest navigates an increasingly competitive high protein, low sugar market. He also details the company's omnichannel approach, integrating retail media, packaging design, and digital influence to win across physical and digital shelves.

Key takeaways:

• Protect culture at all costs. Flat structures and open forums keep teams engaged and inventive.
• Use strategy as a filter. If a product cannot flip the macros to high protein, high fiber, low sugar, low net carbs, it does not launch.
• Treat omnicommerce as a lifestyle, not a channel. Digital is part of the consumer’s daily reality, requiring seamless full funnel execution.

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How do you infuse startup agility into a $3B global commerce engine?

On this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter sit down with Andrew Lederman, VP of Global Digital Commerce at Mondelez, for a wide-ranging conversation on building at scale while moving with speed. From founding a startup acquired by Alibaba to transforming digital commerce at AB InBev and now Mondelez, Andrew shares how his entrepreneurial DNA shapes his leadership at one of the world's largest CPG companies.

He opens up about balancing local autonomy with global vision, the value of taking big swings instead of "safe bunts," and navigating the signal vs. noise of today's crowded tech landscape. With deep candor and clarity, Andrew explains how consumer obsession—not competitor fixation—drives long-term growth, and why brave leadership often means placing smart bets on the future.

Plus, hear his answer to our signature closing question—and why he says being a father tops his list of courageous moves.

Key Takeaways:

• Lead with Empathy, Act with Clarity: To drive transformation in large organizations, meet teams where they are and align them with a shared vision of the future.
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• Prioritize Consumer Needs Over Competitive Noise: Long-term growth comes from solving real consumer problems—not chasing what others are doing.
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• Make Strategic Bets with Confidence: Balancing short-term impact with long-term vision requires bold decision-making and operational excellence.
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Whether you're scaling digital commerce or trying to future-proof your brand, this episode offers a grounded, strategic, and motivating listen.

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Jenna Steele, Vice President of E-commerce and Digital at Riboli Wines. Jenna shares how she is leading transformation in a category rooted in tradition, from building a tech-forward e-commerce function to using digital shelf insights to engage a new generation of wine drinkers.

She discusses how consumer confusion, generational preferences, and emerging wellness trends are reshaping the Alcohol landscape, and why she believes wine is poised for a major comeback. Jenna also outlines the tech stack powering her team, the role of retail media in attracting new customers, and how strong partnerships fuel innovation in a highly regulated category.

Key takeaways:

• Wine’s comeback depends on reducing consumer friction and repositioning it as approachable and wellness-aligned
• Tech stacks that integrate AI, digital shelf analytics, and compliant path-to-purchase tools are essential to modernizing Alcohol e-commerce
• Family-owned businesses can drive agile innovation by staying laser-focused on the consumer instead of Wall Street

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Chitra Ebenezer, Chief Marketing Officer at Velcro Companies. Chitra shares how the VELCRO® Brand inspires creativity across a wide range of consumer and industrial use cases, and how she balances B2B and B2C marketing strategies to drive growth.

She highlights the role of campaigns like “ORIGINAL THINKING®” and “EASY. DOES IT.” in shaping brand perception, and the importance of influencer programs and user-generated content to showcase versatility and build engagement. Chitra also reflects on how Velcro Companies maintains its position as the original hook-and-loop fastener in a competitive market.

Key takeaways

• Educating consumers on VELCRO® Brand’s infinite use cases requires a balance of awareness, inspiration, and community-driven content
• B2B and B2C marketing strategies can complement each other to strengthen brand relevance globally
• Influencer and creator partnerships are critical to inspiring new use cases and driving sales

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Bianca Bolouri, Vice President of Global eCommerce at Wella Company. Bianca shares how her experience at L’Oréal and her work at Wella have shaped her approach to leading teams, building culture, and driving growth in a rapidly changing beauty and professional care landscape.

She discusses how a mix of global beauty expertise and startup energy enables Wella to balance speed and discipline across its consumer and professional businesses. Bianca also shares her perspective on the evolving role of DTC, the emergence of pro-grade products for home use, and how global trends in beauty are shaping consumer expectations in other categories.

• L’Oréal’s culture creates leaders who thrive under high expectations, adaptability, and ownership
• DTC is not dead, but serves a different role today as a brand-building and loyalty engine
• Global beauty trends, like pro-grade at-home care and compressed innovation cycles, are redefining consumer expectations across categories

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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Rick LaBerge, Chief Commercial Officer of HARIBO of America. Rick shares how HARIBO has grown household penetration in the U.S. from 10 to 28 percent in the last decade while staying focused on its founding values of quality, trust, and childlike happiness.

He discusses the unique challenges and advantages of working for a century-old, family-run company with deep roots in care, as well as the importance of manufacturing locally and understanding the American shopper. Rick also highlights how HARIBO is translating the joyful, colorful in-store candy experience to digital commerce, and what it takes to build lasting retailer relationships.

Key takeaways

• Long-term thinking drives growth. HARIBO’s U.S. success stems from investing in local manufacturing, understanding seasonal rituals, and making product decisions with generational goals in mind
• Brand values create differentiation. Staying focused on joy, quality, and trust has helped HARIBO outperform competitors in a crowded candy category
• Digital experience matters. Translating HARIBO’s visual, sensory brand into eCommerce environments has been key to driving conversion online

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