Hannah Blackburn is the Co-founder and Director of The Hawkers Club, a company that helps vendors and sellers solve their most pressing challenges and navigate eCommerce marketplaces, including Amazon and Target. In her role, Hannah advises online sellers and vendors on how to directly position their brands and value offerings as Amazon partners to increase profitability and revenue. 

Before co-founding The Hawkers Club, she joined Amazon as a brand specialist with an initial focus on vendor excellence and marketing before transitioning to stock management and profitability. Since she’s written the business logic powering some of the algorithms that run Amazon, Hannah knows how you can systematically make profitable decisions that Amazon’s algorithms reward.

Recent sweeping changes to how Amazon Vendor Central calculates and processes chargebacks, shortages, and overbilling have left many brands scrambling to adjust their internal processes and preserve cash flow. What do these updates entail, and how can vendors stay ahead of the curve?

Former Amazon insider Hannah Blackburn explains that overbilling calculations have shifted from “distributor shipment” to “Amazon payables,” potentially reducing double billing and improving predictability if brands adapt quickly. Brands must now track and forecast co-op charges based on expected payments rather than shipments. Additionally, Amazon no longer accepts bulk aged shortages, so brands should track aging internally and file disputes for shortages immediately. Hannah maintains that staying proactive prevents long-term revenue loss under Amazon’s new conditions. 

In this episode of the Digital Deep Dive, Aaron Conant welcomes Hannah Blackburn, the Co-founder and Director of The Hawkers Club, back to the show to discuss Amazon’s evolving Vendor Central policies. Hannah talks about rising packaging chargebacks, updated dispute workflows, and how to protect future chargeback recoveries.

Charlie Cole is the President of XGEN AI, a composable AI platform for eCommerce. As a seasoned eCommerce executive, he has over two decades of experience leading digital transformations for global brands. Before XGEN AI, Charlie served as the CEO at Tribute Technology and FTD and held leadership positions at Samsonite and TUMI, where he drove significant digital growth.

Online commerce search has long frustrated both brands and consumers. Whether it's typing in a detailed query and getting zero results or sifting through hundreds of irrelevant products, traditional search engines can’t keep up with consumers’ evolving shopping habits. As search behavior evolves and expectations rise, how can brands deliver a shopping experience that feels intuitive, personal, and helpful?

According to digital executive and eCommerce operator Charlie Cole, generative AI presents unique opportunities for search personalization. These tools can understand natural language, learn from user behavior, and surface relevant results — even for complex, descriptive queries. Charlie urges companies to invest in technologies that apply AI image recognition, contextual search, and predictive merchandising. By focusing on genuine customer needs and creating frictionless, conversational experiences, brands can drive loyalty and revenue.

In the latest episode of The Digital Deep Dive, Aaron Conant speaks with Charlie Cole, the President of XGEN AI, about revolutionizing eCommerce search with generative AI. Charlie discusses the future of search marketing, how to capitalize on industry events like Shoptalk, and how XGEN AI’s platform powers innovative search solutions.

Eric Sheinkop is the CEO of The Desire Company, a platform that connects brands with industry experts to create high-quality, conversion-focused video content. With a background in entertainment marketing, Eric co-founded Music Dealers, a pioneering music licensing platform that partnered with global brands like Coca-Cola, McDonald’s, and Disney. He is also an author, speaker, and thought leader in content strategy, recognized in Billboard’s 30 Under 30 and Crain’s Tech 50 list.

In today’s fast-moving digital landscape, brands face the challenge of creating high-quality, scalable content that converts. While influencer marketing and UGC once seemed like the answer, new FTC regulations and diminishing returns have left brands searching for a more effective approach. How can businesses generate content that builds trust and drives sales — without constantly reinventing the wheel?

According to brand partnerships and content strategy thought leader Eric Sheinkop, expert-driven content — featuring real professionals who use the brand’s product in their field — builds consumer trust and confidence at the point of sale. By investing in evergreen, professionally produced videos optimized for various digital platforms, brands can increase conversion rates, reduce returns, and enhance the customer experience. Eric also emphasizes the importance of aligning content strategy with new FTC regulations to ensure compliance and credibility while maximizing digital marketing efforts.

Tune in to this week’s episode of The Digital Deep Dive as Aaron Conant chats with Eric Sheinkop, CEO of The Desire Company, about the next evolution of digital content. Eric shares how AI-driven shopping assistants can reshape brand loyalty, how to create cohesive, story-driven content, and the new FTC regulations on influencer and UGC content. 

Andrea Leigh is the Founder and CEO of Allume Group, an eCommerce knowledge-sharing network. She is also the co-host of The CPG Guys podcast. With over 20 years of eCommerce experience working with thousands of brands, she is an educator, speaker, and writer involved with various organizations, including The Digital Shelf Institute and Path to Purchase Institute. Andrea spent 10 years as a Senior Executive at Amazon, where she led over 15 categories, helped launch Amazon’s automated pricing system and other programs, and managed Amazon Prime in Canada.

Amazon vendor negotiations differ from standard, relationship-based retailer negotiations. With Amazon prioritizing data, algorithms, and automation, brands often feel overwhelmed and unsure of how to approach the process. How can you leverage your strengths to arrange favorable trade terms?

As an early Amazon adopter, Andrea Leigh has developed the FIRM framework — find your data, isolate your leverage, relax and go slow, and make requests — to help brands take a strategic, data-driven approach. After discovering and harnessing your data sources, you should identify the unique value you bring to Amazon, leverage delaying tactics to strategize further, and request concessions in areas that benefit the retailer. Andrea also recommends aligning trade terms with retail media planning to communicate your investments. 

In this episode of The Digital Deep Dive, Aaron Conant sits down with Andrea Leigh, the Founder and CEO of Allume Group, to talk about navigating Amazon vendor negotiations. Andrea shares common mistakes brands make in the process, what to expect from Amazon’s evolving negotiation process, and how to mitigate tariff-related cost increases.

Tim Wilson is the Chief Revenue Officer at ProductWind, which offers influencer-as-a-service products to help brands win online. He’s an experienced sales and business development professional focused on helping the world’s largest advertisers understand how eCommerce and digital marketing impact their brands. Before ProductWind, Tim was an Affiliate Partner at Pattern, guiding partnerships and driving global eCommerce sales for brands.

Navigating eCommerce conferences can be a frustrating experience. While networking opportunities are abundant, many presentations fail to provide authentic, actionable insights, leaving attendees wondering if these events are worth the investment. How can professionals maximize their time at these gatherings and extract real value beyond surface-level discussions?

Digital commerce expert Tim Wilson believes in building strong relationships and strategically leveraging AI-driven tools. He suggests that professionals should focus on unstructured networking opportunities, such as impromptu meetups and informal discussions, rather than relying on scripted presentations. Additionally, he emphasizes the importance of training retail algorithms well in advance of major sales events to ensure optimal product visibility. 

In this episode of The Digital Deep Dive, Tim Wilson, the Chief Revenue Officer at ProductWind, joins Aaron Conant to discuss maximizing networking opportunities in the eCommerce space. Tim shares product launch strategies, the importance of data security in AI, and how the financial landscape will impact eCommerce brands in the future.

Nii Ahene is the Founder and Managing Director of Net Influencer, a publication offering insights into the influencer marketing industry. Previously, he co-founded CPC Strategy, which was acquired by Tinuiti, where he served as Chief Strategy Officer. Nii is also an angel investor in 5G, CPG, and B2B SaaS companies.

Retail media has exploded in recent years, with hundreds of networks vying for ad dollars. While some brands see significant returns, others struggle to justify their investments. With so many options and increasing pressure from retailers, how can brands determine which retail media networks truly drive incremental growth?

Nii Ahene, an expert in eCommerce and digital marketing, emphasizes the importance of first-party data and strategic investments. Nii advises brands to evaluate whether a retail media network drives new customer acquisition or simply shifts existing demand. He suggests focusing on platforms where consumers actively research products and ensuring ad spend aligns with offline and online sales impact. Additionally, brands should integrate retail media with broader shopper marketing efforts, leveraging digital advertising to drive in-store purchases.

In this episode of The Digital Deep Dive, Aaron Conant speaks with Nii Ahene, the Founder and Managing Director of Net Influencer, about the evolving landscape of retail media. Nii shares insights on data-driven ad spending, the consolidation of retail media networks, and TikTok’s growing role in product discovery.

Aaron Conant is the Co-founder and Chief Digital Strategist at BWG Connect, a leading platform for executive strategy and networking sessions. In conjunction with BWG Strategy, BWG Connect has built an exclusive network of over 125,000 senior professionals and hosts over 2,000 virtual and in-person networking events annually. With over a decade of experience in digital commerce, Aaron provides advisory services to brands on Amazon sales strategies, retail media, DTC platform selection, and SEO. Before starting BWG Connect, Aaron was the Head of eCommerce Sales and Business Development at Perrigo and a Research Scientist at Pfizer. He is also the host of The Digital Deep Dive.

Many brands invest in digital advertising and retail media to drive growth, but understanding when and how to allocate budgets effectively is crucial. Developing a strategic approach to Amazon Ads, logistics, and AI automation can help businesses scale while maintaining profitability. What key insights are industry leaders leveraging to stay ahead in the evolving eCommerce landscape?

Five eCommerce and media experts share strategies for maximizing your company’s digital footprint. Adam Epstein explains that Amazon Streaming TV ads are most effective for brands that have optimized their sponsored ads and DSP strategies, making them a powerful tool for expanding awareness. Todd Hassenfelt highlights the importance of subscribe and save programs in securing customer loyalty during economic uncertainty, advising that brands allocate their budgets across multiple digital channels. Avi Moskowitz emphasizes that brands don’t need hyper-fast shipping — just the ability to set and meet clear delivery expectations. Nate Pinkston and Lauren Livak reveal how misalignment in joint business planning (JBP) between retail media and business teams can create inefficiencies, leading to missed opportunities and budget mismanagement. Kashif Zafar has leveraged AI in DSP, retail media, and programmatic ads.

In this special compilation episode of The Digital Deep Dive, host Aaron Conant revisits his most insightful conversations with industry experts. The episode covers key strategies for brands looking to refine their advertising, fulfillment, and automation efforts. With eCommerce continuing to evolve, these experts provide actionable takeaways to help businesses navigate digital growth, optimize ad spend, and enhance the customer experience.

Meghan Corroon is the Co-founder and CEO of Clerdata, a marketing intelligence platform that drives sales. As a data scientist, she has completed data science research for several national governments in Africa. Before co-founding Clerdata, Meghan was the Technical Director for the University of North Carolina at Chapel Hill’s Bill and Melinda Gates Foundation portfolio evaluation.

Retail media has evolved from a “growth at all costs” strategy to a demand for measurable ROI, forcing brands to rethink their ad investments. With nearly 700 retail media networks, companies struggle to allocate their budgets. As executives face increasing pressure to justify spending, incrementality measurement has emerged as a crucial tool for identifying retail media’s impact on sales and profitability. How can brands optimize their ad spend while ensuring data neutrality?

Data-driven professional Meghan Corroon helps brands assess the effectiveness of their retail media investments. Instead of relying on self-reported metrics from ad platforms — often skewed by conflicts of interest — companies should use third-party measurements to make data-driven decisions. Meghan explains how the halo effect influences buying habits across multiple retailers, emphasizing that retail media approaches must extend beyond just traditional performance metrics. By shifting to a neutral, evidence-based approach, brands can identify high-performing networks and reallocate budgets to maximize returns.

Tune in to this episode of The Digital Deep Dive as Aaron Conant hosts Meghan Corroon, the Co-founder and CEO of Clerdata, to discuss the future of retail media measurement. Meghan shares insights on optimizing retail media spend, evaluating ad performance, and navigating the growing complexities of retail media. She also highlights how brands can balance performance marketing with long-term profitability in an increasingly data-driven landscape.

Justin Leigh is the CEO of Workflow Labs, an automation software for eCommerce management. Before founding Workflow Labs, he was the Founder and CEO of Ideoclick, an online marketing services company. Justin began his career as a Product Manager at Amazon and a Senior Product Manager at Microsoft.

With Amazon updating its platform regularly and operational costs rising, brands struggle to maintain profitability. Where should brands focus their efforts to achieve sustainable growth?

According to eCommerce entrepreneur Justin Leigh, brands spend too much time focusing on mundane tasks like catalog and content updates. This prevents them from strategizing customer engagement efforts and adapting to trends and platform changes. Justin recommends leveraging AI-driven automation tools to identify and correct site inefficiencies, monitor sales and pricing, and maintain compliance. 

In today’s episode of The Digital Deep Dive, Aaron Conant hosts Justin Leigh, the CEO of Workflow Labs, to discuss automating your Amazon business. Justin shares how Amazon’s new review system has eroded customer trust, the platform’s algorithmic changes that have impacted sales, and his recommended automation tools.

Jana Weinstein is the Director of Social Commerce at Blue Wheel, an omnichannel marketing and operational agency. As a sales leader, she specializes in TikTok Shop, business development, go-to-market strategies, and creator and affiliate marketing. Before Blue Wheel, Jana was the Director of Partnerships for TikTok Shop at Pattern® and managed TikTok Shop partnerships at TikTok.

TikTok's role in social commerce has rapidly evolved, presenting both opportunities and challenges for brands. Recent uncertainties, including a Supreme Court ruling on a potential ban, have raised questions about the platform's future. Despite these challenges, TikTok's innovative approach to engaging content has made it a dominant player in the space. How can brands leverage TikTok Shop to boost revenue?

Social commerce expert Jana Weinstein emphasizes the importance of long-term strategies over short-term gains. Large enterprises often struggle to adapt to TikTok’s fast-paced environment due to complex approval processes, while smaller brands excel by responding to trends quickly. Jana highlights the need for personalized approaches, from testing various products with creators to aligning promotional tactics with TikTok’s unique ecosystem. She also warns against relying on heavy discounts, instead encouraging brands to focus on creating engaging content and exclusive offerings to sustain growth.

In this week’s episode of The Digital Deep Dive, Aaron Conant chats with Jana Weinstein, Director of Social Commerce at Blue Wheel, about TikTok's impact on social commerce. Jana shares insights from her experience launching TikTok Shop in the US, the role of AI in scaling content, and the platform’s influence on competitors like YouTube and Meta.