BRAVE COMMERCE

In this episode of BRAVE COMMERCE, Justin Noland, VP of Digital Experience at Treasury Wine Estates, joins host Rachel Tipograph and guest co-host Melissa Burdick live from the ShopTalk floor. Together, they explore how Treasury is responding to challenges facing the wine industry while building stronger digital and consumer experiences.

Justin explains how the company addresses climate change, regulatory hurdles, and shifting preferences by combining innovation, sustainability, and storytelling. He also shares his perspective on luxury growth, retail media in a restricted category, and how Treasury approaches influencer marketing with authenticity.

For anyone in a highly regulated or tradition-rich category, this episode is a valuable look into how collaboration and experimentation can unlock growth.

Key Takeaways

• Collaboration fuels innovation – Treasury Wine Estates leans on cross-functional teams to meet challenges in sustainability, regulation, and digital transformation
• Luxury is resilient – Wine brands like DAOU are thriving by connecting premium experiences with meaningful consumer occasions
• Regulation demands creativity – Influencer partnerships, social experimentation, and retailer collaboration are critical to navigating advertising constraints

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In this episode of BRAVE COMMERCE, Danielle Sporkin, SVP of Media & Marketing Services at Ferrero North America, joins hosts Rachel Tipograph and Sarah Hofstetter to reflect on her nonlinear career journey from agency leadership to the Ferrero boardroom.

Danielle shares how Ferrero’s philosophy of “change by preserving” guides their approach to digital transformation, retail media, and brand building. Drawing from her deep agency experience, she discusses how to foster collaboration across internal teams and external partners, build adaptive marketing structures, and deliver growth for legacy brands while expanding into new categories.

For marketers balancing tradition with innovation, this episode is filled with insight on staying relevant while staying true to your brand.

• Preserve Core Values While Adapting to Change - Ferrero’s “change by preserving” philosophy ensures innovation and agility without compromising its foundational identity.
• Retail Media Requires Cross-Functional Collaboration - As retail media spans brand, trade, eCommerce, and shopper marketing, success depends on internal alignment and clear agency partnerships.
• Nonlinear Career Paths Build Stronger Leaders - Danielle’s diverse agency background across media, planning, and innovation allows her to connect functions and lead integrated growth strategies.

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In this episode of BRAVE COMMERCE, Brad Feinberg, VP of Media, Digital, and eCommerce at Molson Coors Beverage Company, joins hosts Rachel Tipograph and Sarah Hofstetter to share how he is reshaping the role of marketing within a regulated industry by bringing together brand and performance, digital and traditional, creative and commerce.

Brad explains how his team applies data, agility, and a consumer-first mindset across every touchpoint, including Super Bowl campaigns and Instacart product pages. With a unified structure and a focus on cross-functional skill building, Molson Coors is turning media investments into closed-loop growth opportunities and expanding into new categories like non-alcoholic beverages.

For marketers looking to modernize their organizations, this episode offers a playbook for breaking down silos and building brands that drive results.

• Brand and Performance Are One - Treating brand-building and performance as two sides of the same coin leads to more impactful campaigns
• Data Unlocks Influence - Leveraging real-time data earns a strategic seat at the table across marketing, sales, and retail
• Structure Drives Speed - Combining media, digital, and eCommerce enables faster execution and creates more career growth opportunities

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In this episode of BRAVE COMMERCE, Josh Hackbarth, Chief Marketing Officer at MGA Entertainment, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the evolution of the toy industry and how MGA is redefining how consumers engage with its brands.

Josh explains why building emotional connections is now just as important as product innovation and how MGA is adapting to cultural trends, digital engagement, and retail media shifts. With iconic brands like Bratz, Little Tikes, LOL Surprise, and Miniverse, MGA is tapping into nostalgia, social media virality, and the rise of adult collectors to expand its audience beyond kids and parents. For marketers navigating rapidly changing consumer behaviors, this episode explores how to blend entertainment, retail, and social influence to drive brand longevity and sales.

• Brand Building is Bigger than Products – Emotional connections drive demand and long-term success.
• Retail and Social Must Work Together – Cultural moments and influencer engagement fuel conversion.
• Consumer Behavior is Changing Fast – Nostalgia, adult collectors, and digital communities are reshaping the toy industry.

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In this episode of BRAVE COMMERCE, Neil Shah, Chief Commercial Officer at SharkNinja, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss how SharkNinja has grown from a single category company into a $5.5 billion global brand spanning more than 36 categories. Neil shares how SharkNinja’s consumer first approach fuels rapid innovation, ensuring every product meets four key criteria: speed to market, superior performance, five star quality, and strong value. He explains how the brand’s relentless focus on consumer insights, viral marketing, and omnichannel execution creates category defining products, from robot vacuums to slushy machines.

For brands looking to drive innovation and win in retail, this episode provides insights into leveraging consumer feedback, optimizing go to market strategies, and integrating retail media with organic demand generation.

• Consumer First Innovation Wins – Every SharkNinja product must be faster, better, and higher quality than competitors.
• Five Star Ratings Drive Demand – Product excellence fuels organic reviews, search rankings, and omnichannel success.
• Virality is a Growth Engine – Social media insights shape product development and amplify consumer engagement.

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In this episode of BRAVE COMMERCE, Steve Siegal, Chief Marketing & Innovation Officer at Curology, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss Curology’s journey from a DTC disruptor to an omnichannel skincare leader. Steve shares how launching in Target, Walmart, and CVS has reshaped Curology’s strategy, driving credibility, visibility, and a seamless consumer experience across channels.

With a background spanning legacy CPG and digitally native brands, Steve offers a unique perspective on full-funnel marketing, measurement, and retail partnerships. He explains how Curology is using retail as a brand awareness engine, connecting physical shelf presence with its DTC prescription model to maximize consumer engagement and lifetime value.

For brands navigating omnichannel expansion, this conversation offers actionable insights on balancing brand and performance marketing, integrating data for smarter decision-making, and fostering cross-functional collaboration. Tune in to learn how to future-proof your brand in the evolving retail landscape.

• Retail as a Brand Awareness Engine – Physical retail builds credibility and visibility while introducing consumers to a brand’s broader ecosystem.
• Full-Funnel Marketing is Critical – Success in omnichannel requires seamless integration between brand-building and performance-driven strategies.
• Data-Driven Decision-Making Powers Growth – Understanding how investments in DTC and retail interact is key to optimizing profitability and consumer engagement.

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In this episode of BRAVE COMMERCE, Ben Galvin, Sr. Director of Omnichannel Retail Sales & eCommerce at Monster Energy, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the critical role of category management in today’s omnichannel landscape. From the physical shelf to the digital shelf, Ben explains how the fundamentals of CPG have transformed, why search rankings now rival prime in-store placements, and how brands must adapt to shifting consumer behaviors.

With a decade of experience in category leadership, Ben shares how data-driven decision-making, cross-channel coordination, and agile responsiveness are essential for modern brand success. He discusses the changing role of syndicated data providers, the growing influence of retail media, and how companies like Coca-Cola, Keurig Dr Pepper, and Monster Energy are setting the standard for omnichannel excellence.

Throughout the conversation, Ben offers valuable insights on bridging internal silos, empowering sales teams to think digitally, and reshaping organizational structures to meet the demands of today’s marketplace. If you’re a brand leader looking to win across in-store and online, this episode is packed with strategic takeaways you won’t want to miss.

• The Digital Shelf is the New Battleground – Just as eye-level placement dominates in-store, top search rankings are critical for online sales success.
• Cross-Channel Coordination is Essential – Winning in today’s market requires seamless alignment across in-store sales, digital commerce, retail media, and category management.
• Curiosity and Agility Drive Success – Leaders who embrace data-driven decisions, organizational collaboration, and evolving shopper behaviors will outperform competitors in an ever-changing landscape.

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At BRAVE COMMERCE Live in 2024, leading experts in media investment, Farrah Linden, Media Director at Wella Company, and Josh Cierski, Associate Director of Media at Reckitt, engaged in a candid debate on the evolving dynamics of brand media and retail media. Moderated by BRAVE COMMERCE hosts Rachel Tipograph and Sarah Hofstetter, this insightful discussion unpacks how brands navigate budget allocation, performance measurement, and strategic alignment in a rapidly changing retail landscape.

Farrah and Josh share how their organizations structure media investments, the challenges of defining retail media within broader marketing strategies, and the increasing role of first-party data, closed-loop attribution, and creative excellence in optimizing retail media spend. They also debate whether retail media should be held to the same standards as traditional brand media and how organizations can best structure teams to ensure cohesion, measurement rigor, and budget fluidity.

From the latest trends in eCommerce, omnichannel marketing, and consumer data strategies to the future of media investment, this conversation offers invaluable insights for brands looking to maximize ROI in an era where digital and retail media are increasingly intertwined.

Key Takeaways:

• Retail Media vs. Brand Media: How brands define and allocate budgets across national, retail, and digital channels to drive performance
• Rethinking Measurement: Why ROAS isn’t enough and how incrementality, CLV, and brand lift are shaping modern media strategies
• Creative & Media Maturity: The role of video, platform differentiation, and retailer partnerships in maximizing retail media effectiveness

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BRAVE COMMERCE Live, held in May 2024, brought together leading voices in commerce to explore the rapidly changing landscape of consumer behavior, technology, and retail strategies. Rachel Tipograph, Founder & CEO of MikMak hosted a dynamic panel discussion with Kate Hamill, Director, Head of Industry, Retail & eCommerce at Meta, Veeral Shah, President & Chief Customer Officer of Nestlé Health Science at Nestlé, and Sam Gagliardi, EVP - eCommerce, Global Solutions at Circana.

This engaging conversation delves into how demographic shifts, such as Gen Z's fluidity and Gen Alpha's diversity, are redefining commerce. The panelists explore the role of AI in personalizing consumer experiences, optimizing creative production, and driving innovation in supply chains. From the rising importance of real-time data to evolving retail media strategies, the discussion highlights actionable ways brands can adapt to these changes while focusing on ROI and market share.

Discover how leaders across the ecosystem are preparing for the next five years of commerce by integrating cutting-edge AI, breaking down silos for better collaboration, and embracing omnichannel approaches to meet consumers where they are.

Key Takeaways:

• Generational Shifts in Consumer Behavior: Learn how changes in demographics and culture influence consumer expectations and brand loyalty
• AI as a Driver of Innovation: Explore how companies like Nestlé and Meta are using generative AI for creative personalization, R&D efficiency, and media optimization
• Omnichannel Collaboration: Understand the importance of integrating real-time data, retail media, and personalized strategies to create seamless consumer experiences

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In this episode of BRAVE COMMERCE, hosts Rachel Tipograph, Founder & CEO of MikMak, and Sarah Hofstetter, President of Profitero, dive into the untapped potential of Medicare Advantage dollars with Julie Fleischer, GM, and Chief Experience Officer, and Jared Childs,  VP of Business Development at Soda Health. Together, they unpack how the $30 billion pool of "use-it-or-lose-it" benefits available to 35 million Americans over 65 is reshaping the commerce landscape for brands, retailers, and health plans alike.

Discover how Soda Health leverages innovative fintech solutions to connect health benefits to retail and CPG opportunities, enabling seniors to make preventative purchases ranging from OTC medications to healthy food options. Julie and Jared discuss how retailers are stepping up to engage this high-value demographic, and why brands need to act now to capture their share of this burgeoning market.

With real-world insights into evolving consumer health trends, actionable advice for brands, and a vision for the future of personalized health benefits, this episode is a must-listen for those ready to innovate at the intersection of health, commerce, and consumer behavior.

Key Takeaways:

• Understand the Opportunity: Discover how $30 billion in Medicare Advantage dollars can fuel incremental sales for brands and retailers
• Engage the 65+ Consumer: Learn how to connect with this growing, health-focused demographic in meaningful and compliant ways
• Actionable Steps for Brands: Gain insights on how to unlock this market with targeted outreach, data-driven campaigns, and measurable ROI

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