S2E2 Your Strategy Isn’t Failing - Your Execution Is. Here’s How to Fix It.
 
Most strategies don’t fail in the boardroom - they fail in the real world. In this episode of Retail Transformers, Ricardo and Casey sit down with Kevin Ertell, longtime retail operator and author of The Strategy Trap: Why Companies Fail at Execution and How to Get It Right. Kevin shares why 67% of well‑crafted strategies fail, the early warning signs leaders miss, and how his Six Cs framework helps teams turn strategy into real‑world results.

As Kevin explains, “Most strategies fail later, not loudly” - and the root cause is almost always poor execution, not bad ideas. Drawing from 30+ years at Nike, Sur La Table, Borders, and Tower Records, plus interviews with 60+ operators, Kevin breaks down how leaders can avoid the strategy trap and build strategies that humans can actually execute.

What We Cover

• Why most strategies fail in execution, not planning
• The Strategy Trap: what it is and how to avoid it
• The Six Cs framework: Co‑creation, Clarity, Capacity, Communication, Coordination, Coaching
• Why co‑creation is essential for execution success
• The “tree stump theory” and how blind spots derail execution
• Why leaders must “slow down to speed up”
• How culture, incentives, and communication shape execution
• Real‑world examples from Nike, Borders, and more

 
Why This Episode Matters
If you’re launching a new strategy this year. Or wondering why the last one didn’t land. This conversation gives you the tools, frameworks, and mindset to execute with confidence.

Don't forget to like, comment, and subscribe to The Retail Razor: Retail Transformers for more episodes featuring retail innovators, disruptors, and bold thinkers reshaping commerce.

Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://go.retailrazor.com/utube

About Our Guest
Kevin Ertell, https://www.linkedin.com/in/kevinertell/
Author, The Strategy Trap: Why Companies Fail at Execution and How to Get It Right. https://a.co/d/04AqxywE
Founder & CEO, Mistere Advisory. https://www.mistereadvisory.com
 
Kevin Ertell is a veteran executive and trusted advisor with more than 30 years of experience leading transformations at brands like Nike, Tower Records, and Sur La Table. As founder and CEO of Mistere Advisory, he helps companies of all sizes bring clarity, alignment, and action to their strategies. Known for his straight talk, practical insight, and ability to cut through complexity, Kevin draws on deep experience across leadership, operations, and digital growth to help teams turn ideas into results. When he’s not helping companies get unstuck, he’s likely playing bass, cooking for family, or following Cleveland sports with stubborn optimism.

Chapters

(00:00) Preview Teaser

(01:22) Show Intro

(04:21) Welcome Kevin Ertell to the Retail Transformers Podcast

(07:54) The Strategy Trap: An Introduction

(10:15) Common Pitfalls in Strategy Execution

(11:53) Techniques for Successful Execution

(14:58) The Six Cs Framework

(24:13) The Importance of Co-Creation, Clarity, and Capacity

(25:29) Showtime: Communication, Coordination, and Coaching

(26:31) Coaching as a Leadership Tool

(27:30) Real-World Example: Borders Rewards Program

(30:56) Key Decisions Before Strategy Kickoff

(32:41) Slowing Down to Speed Up

(37:23) The Role of Company Culture

(39:03) AI in Strategy Execution

(41:41) Conclusion and Final Thoughts

(44:08) Show Close

Meet Your Hosts
Helping you stay sharp, be bold, and transform retail:

Ricardo Belmar is an NRF Top Retail Voice for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2026. Thinkers 360 has named him a a Top 10 Thought Leader in Retail and AGI, a Top 50 Thought Leader in Management, Careers, and Transformation, and a Top 100 Thought Leader in Agentic AI and Digital Transformation. Thinkers 360 also named him a Top Digital Voice for 2024 and 2025. He is an advisory council member at George Mason University’s Center for Retail Transformation and the Retail Cloud Alliance. He was most recently the partner marketing leader for retail & consumer goods in the Americas at Microsoft.

Casey Golden, is the North America Leader for Retail & Consumer Goods at CI&T. She is a RETHINK Retail Top Retail Expert from 2023 - 2026, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. Once immersed in fashion & supply chain tech, now slaying Franken-stacks & building retail tech. She is also the Founder of Luxlock, a cross-channel customer experience management platform.

Episode Music

Includes music provided by imunobeats.com, featuring Tropikool, from the album Future Beats 2, plus Virtual Apology and New Styles, from the album Shimmer Pop, written by Heston Mimms, published by Imuno.

S2E1 Ulta Beauty’s $2B Digital Transformation: Michelle Pacynski Reveals the Retail Innovation Playbook
 
In this season‑opening episode of The Retail Razor: Retail Transformers, Ricardo and Casey sit down with Michelle Pacynski, former VP of Innovation and Consumer Technology at Ulta Beauty, to unpack one of the most compelling retail transformation journeys in modern retail.
 
Michelle shares how Ulta scaled its digital business from $125M to over $2B, built a mobile‑first strategy before the rest of the industry caught up, and created an innovation team that ultimately became the company’s AI Center of Excellence.
 
This conversation is a masterclass in retail transformation and innovation, AI adoption, startup collaboration, and the leadership mindset required to build what’s next.
   
What We Cover:

• How Ulta built a mobile‑first digital experience before it was mainstream
• Why infrastructure, fulfillment, and omnichannel foundations matter more than hype
• The real story behind GlamLab, virtual try‑on, and beauty tech adoption
• How to evaluate retail tech startups and build a risk‑reward experimentation model
• Why innovation teams should sit inside the business, not IT
• The future of search, video commerce, and agentic AI in retail
• Why retailers must embrace experimentation to stay competitive
• The mindset shift leaders need to drive meaningful retail transformation

Why This Episode Matters
If you care about the future of retail transformation, leadership, startup innovation, and agentic AI in the beauty industry, this is an essential listen.
 

Don't forget to like, comment, and subscribe to The Retail Razor: Retail Transformers for more episodes featuring retail innovators, disruptors, and bold thinkers reshaping commerce.

Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://go.retailrazor.com/utube

Guest info:
Michelle Pacynski, Senior Digital Executive | Digital Transformation | Futurist | Innovation | Board Member | Strategic Advisor. https://www.linkedin.com/in/michelle-pacynski/
A high performing, visionary leader, Michelle Pacynski shapes – and reshapes – the retail industry with leading innovations and designing new ways to discover and shop. For over six years, she founded and led a team of global digital innovators, overseeing work that connects digital and physical shopping journeys with leading technology to create differentiated, relevant guest experiences. She also championed the creation of a corporate venture fund, Prisma Ventures (™) to accelerate innovation by forming strategic partnerships with the startup community. She’s currently a strategic advisor for several tech startups and while overseeing Prisma Ventures (™) she deployed over 50% of the $20M fund to some 12 early-stage startups over 3 years.


Recently named one of the Top 25 Leaders to Watch in 2025 by CommerceNext, Michelle is currently a Strategic Advisor with iVantedge Advisors, LLC a company she founded specializing in guiding innovative technology startups through pivotal growth stages. She helps tech founders navigate complex challenges, drive product-market fit, and positions them for long-term success in dynamic, fast-paced markets.

Chapters:

(00:00:00) Preview Teaser

(00:00:38) Show Intro

(00:04:19) Introduction and Welcome Michelle Pacynski

(00:05:05) Michelle's Retail Journey

(00:06:15) Transforming Ulta's Digital Business

(00:09:29) Mobile First Strategy

(00:12:25) Building a Native App

(00:15:00) Innovation and Experimentation

(00:29:53) Virtual Try-On and Gamification

(00:34:54) Challenges in Retail Tech

(00:39:13) Strategic Partnerships and Innovation

(00:40:43) Experimentation and Quick Wins

(00:43:59) Future of Retail Innovation

(00:45:13) Interactive Commerce and Video

(00:49:26) Heads-Up Displays and AR

(00:52:34) AI and Practical Applications

(00:59:33) Recognition and Personal Reflections

(01:02:50) Mindset Shifts for Retailers

(01:04:51) Closing Thoughts and Contact Information

(01:07:15) Show Close

Meet your hosts, helping you stay sharp, be bold, and transform retail:

Ricardo Belmar is an NRF Top Retail Voice for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2026. Thinkers 360 has named him a a Top 10 Thought Leader in Retail and AGI, a Top 50 Thought Leader in Management, Careers, and Transformation, and a Top 100 Thought Leader in Agentic AI and Digital Transformation. Thinkers 360 also named him a Top Digital Voice for 2024 and 2025. He is an advisory council member at George Mason University’s Center for Retail Transformation and the Retail Cloud Alliance. He was most recently the partner marketing leader for retail & consumer goods in the Americas at Microsoft.

Casey Golden, is the North America Leader for Retail & Consumer Goods at CI&T. She is a RETHINK Retail Top Retail Expert from 2023 - 2026, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. Once immersed in fashion & supply chain tech, now slaying Franken-stacks & building retail tech. She is also the Founder of Luxlock, a cross-channel customer experience management platform.

Includes music provided by imunobeats.com, featuring Tropikool, from the album Future Beats 2, plus Virtual Apology and New Styles, from the album Shimmer Pop, written by Heston Mimms, published by Imuno.

 

The Boldest Voices in Retail Return | Season 2 Trailer
 
Season 2 of Retail Transformers is here, and this year, we’re going deeper into the ideas, innovations, and leadership philosophies redefining the retail industry. Hosted by Ricardo Belmar and Casey Golden, this season brings you candid conversations with the executives, innovators, and bold thinkers transforming commerce from the inside out.
 
In this trailer, Ricardo and Casey reflect on the powerful insights from Season 1. From April Sabral’s purpose-driven leadership mindset to Dave Finnegan’s exploration of AI, identity, and trust. You’ll hear how leaders like Vicki Cantrell, Matt Marcotte, Anna Farberov, and Bobby Johnson shaped the conversation around culture, community, innovation, and people-first transformation.
 
Season 2 builds on that momentum with even more groundbreaking voices. We’re diving into AI-driven retail strategies, next-gen customer experiences, loyalty reinvention, cultural transformation, and the bold moves that will define the next decade of retail.
 
If you’re a retail leader, innovator, founder, or someone passionate about the future of commerce, this season is built for you.
 
What You’ll Learn This Season

• How AI is reshaping retail leadership and customer experience
• Why culture is still the strongest competitive advantage
• How to build resilient, people-first retail teams
• The real playbooks behind scaling innovation
• How leaders are navigating trust in an AI-driven world
• The bold strategies shaping the future of retail

 

Don't forget to like, comment, and subscribe to The Retail Razor: Retail Transformers for more episodes featuring retail innovators, disruptors, and bold thinkers reshaping commerce.

Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://go.retailrazor.com/utube

Chapters:

(00:00) Cold Open

(00:28) Intro & Hosts

(01:20) Callbacks to Season 1

(02:33) Season 2 - What's New

(03:15) Why You Should Listen

(03:38) Our Purpose

(03:58) Close & Subscribe!

Meet your hosts, helping you stay sharp, be bold, and transform retail:

Ricardo Belmar is an NRF Top Retail Voice for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2026. Thinkers 360 has named him a a Top 10 Thought Leader in Retail and AGI, a Top 50 Thought Leader in Management, Careers, and Transformation, and a Top 100 Thought Leader in Agentic AI and Digital Transformation. Thinkers 360 also named him a Top Digital Voice for 2024 and 2025. He is an advisory council member at George Mason University’s Center for Retail Transformation and the Retail Cloud Alliance. He was most recently the partner marketing leader for retail & consumer goods in the Americas at Microsoft.

Casey Golden, is the North America Leader for Retail & Consumer Goods at CI&T. She is a RETHINK Retail Top Retail Expert from 2023 - 2026, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. Once immersed in fashion & supply chain tech, now slaying Franken-stacks & building retail tech. She is also the Founder of Luxlock, a cross-channel customer experience management platform.

Includes music provided by imunobeats.com, featuring Tropikool, from the album Future Beats 2, written by Heston Mimms, published by Imuno.

S1E6 From Anthropology to AI: Dave Finnegan on What Retail Leaders Must Understand Now
 
AI isn’t just a technological shift, it’s a cultural revolution. In this powerful episode of The Retail Razor: Retail Transformers, Ricardo Belmar and Casey Golden sit down with retail innovation leader Dave Finnegan. Dave is a former CIO of Build‑A‑Bearand CIO/CMO of Orvis, explorer, anthropologist, and member of NRF’s CIO and CMO Councils. Get ready for one of the most thought‑provoking conversations of the season!
 
Drawing from his global anthropology journey and decades of retail leadership, Dave explains how AI is reshaping identity, trust, power structures, and the human experience. This episode goes far beyond automation and efficiency to explore the emotional, psychological, and cultural dimensions of AI adoption.
 
From empathy‑driven leadership to the rising value of authenticity, from the fear of becoming invisible to the need for human connection, Dave offers a blueprint for how retailers can navigate AI with humanity at the center.
 
Key Topics Covered:

• Why AI is a cultural revolution, not a tech upgrade
• How AI reshapes identity, trust, and human behavior
• The emotional barriers to AI adoption inside organizations
• Why empathy is now a top leadership skill for CEOs
• How anthropological insights help retailers navigate disruption
• The next generation of consumers as “collectors of experiences”
• The rising importance of authenticity in an AI‑generated world
• How to build trust in AI‑generated data and insights
• Why human connection becomes more valuable as automation increases
• The role of play, experimentation, and co‑creation in AI transformation

 
If you care about the future of retail, leadership, culture, or AI, this is an essential listen.
 

Don't forget to like, comment, and subscribe to The Retail Razor: Retail Transformers for more episodes featuring retail innovators, disruptors, and bold thinkers reshaping commerce.

Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://go.retailrazor.com/utube

Guest info:
Dave Finnegan. https://www.linkedin.com/in/davefinnegan/
Dave Finnegan is an award winning retail innovator, brand anthropologist, and storyteller with over 25 years of experience leading customer experience, tech and digital transformation. He helped launch Build-A-Bear Workshop (CIO) and later served as Chief Experience Officer at Orvis, driving the brand’s most successful era. Dave now advises brands and investors through roles at BlackFinn, the NRF, and NewRoad Capital Partners.

As a brand anthropologist and a member of the Explorers Club, in 2022 Dave dedicated a year to studying human experience. He traveled to every continent—interviewing indigenous leaders from the Amazon to Africa, scientists from Antarctica to the Galápagos, and some of the most interesting people in the world, including the librarian of the world’s oldest library at the Monastery of St. Catherine. He is currently pursuing a master’s in Anthropology at Harvard which is helping him to continue his journey to better understand human experience.

Featured in Ad Age Magazine feature article covering Dave’s key partnership with the CMO on delivering meaningful digital experiences, and building a true strategic partnership:
http://adage.com/article/cmo-interviews/questions-build-a-bear-workshop-cmo-teresa-kroll/235409/

Chapters:

(00:00) Previews

(01:30) Show Intro

(06:44) Welcome, Dave Finnegan!

(07:57) Dave Finnegan's Retail Journey

(09:27) Anthropology and Global Experiences

(10:47) The Next Generation of Consumers

(13:31) AI and Cultural Impact

(17:19) Navigating Technological Disruption

(22:11) Human Connection in the Age of AI

(25:42) Reflections on Past Tech Disruptions

(28:40) Reflecting on Technological Evolution

(31:03) AI and the Shift in Human Identity

(38:04) Empathy and Leadership in the AI Era

(44:11) Building Trust in AI and Data

(52:20) Show Close

Meet your hosts, helping you stay sharp, be bold, and transform retail:

Ricardo Belmar is an NRF Top Retail Voice for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2026. Thinkers 360 has named him a a Top 10 Thought Leader in Retail and AGI, a Top 50 Thought Leader in Management, Careers, and Transformation, and a Top 100 Thought Leader in Agentic AI and Digital Transformation. Thinkers 360 also named him a Top Digital Voice for 2024 and 2025. He is an advisory council member at George Mason University’s Center for Retail Transformation and the Retail Cloud Alliance. He was most recently the partner marketing leader for retail & consumer goods in the Americas at Microsoft.

Casey Golden, is the North America Leader for Retail & Consumer Goods at CI&T. She is a RETHINK Retail Top Retail Expert from 2023 - 2026, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. Once immersed in fashion & supply chain tech, now slaying Franken-stacks & building retail tech. She is also the Founder of Luxlock, a cross-channel customer experience management platform.

Includes music provided by imunobeats.com, featuring Tropikool, from the album Future Beats 2, plus Virtual Apology and New Styles, from the album Shimmer Pop, written by Heston Mimms, published by Imuno.

S1E5 Retail Resilience & Innovation | Bobby Johnson on Mentorship, Culture, & AI
 
In this episode of the Retail Razor: Retail Transformers Podcast, hosts Ricardo Belmar and Casey Golden sit down with retail veteran Bobby Johnson, former people-first COO of BrandsMart and now co-founder of Spinjoy, a groundbreaking wash-and-fold laundry service in partnership with Walmart.
 
Bobby shares his remarkable journey from appliance manager to C-suite executive, leading BrandsMart through decades of growth, resilience during the 2008 recession, and the challenges of COVID. His retail leadership philosophy is simple yet powerful: it’s never about the business; it’s always about the people.
 
We explore:

• How Bobby grew BrandsMart’s profitability 4X annually by putting people first
• The importance of mentorship and building long-term employee loyalty
• Lessons in resilience and adaptability during retail crises
• Scaling people-first retail culture across multiple stores and markets
• Why Spinjoy’s Walmart partnership is set to disrupt the laundry industry
• How customer-first convenience services are shaping the future of retail

 
If you’re passionate about retail innovation, retail leadership, and customer-centric transformation, this episode is packed with insights from one of retail’s most experienced leaders.

Don't forget to like, comment, and subscribe to The Retail Razor: Retail Transformers for more episodes featuring retail innovators, disruptors, and bold thinkers reshaping commerce.

Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://go.retailrazor.com/utube

Guest info:
Bobby Johnson, COO, Spinjoy, https://www.linkedin.com/in/bobby-r-johnson/
Spinjoy, https://www.spinjoy.com
As a COO, retail operations executive, and strategic sales leader, I bring an extensive record of success and expertise in creating one of the nation's most robust retail operations, delivering world-class experiences for customers, and driving commercial success in highly competitive markets. I excel at standing up innovative new stores and distribution centers, building engaged, high-performance teams with a customer-first mindset, and helping C-level teams achieve exceptional objectives in short timeframes. Combining a dynamic approach to leadership with the personal philosophy that great people are the cornerstone of every successful company-I work effectively from the front lines to the highest levels of the industry, guiding my teams to tackle the toughest challenges and deliver exceptional value for stakeholders, employees, and the customers we serve.

Chapters:

(00:00) Previews

(01:10) Show Intro

(04:06) Meet Retail Transformer - Bobby Johnson

(07:39) Challenges and Resilience in Retail

(10:58) Mentorship and Leadership Development

(18:42) Transition to Spinjoy: A New Venture

(22:32) Reimagining Wash and Fold Services

(25:29) Location Strategy and Demographics

(27:19) Trust and Transparency in Leadership

(28:22) Personal Costs of Leadership

(30:48) Mentoring the Next Generation of Leaders

(34:07) The Future of Retail and AI

(36:47) The Pendulum of Technology Adoption

(39:48) Final Thoughts and Contact Information

(40:57) Show Close

Meet your hosts, helping you stay sharp, be bold, and transform retail:

Ricardo Belmar is an NRF Top Retail Voice for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2026. Thinkers 360 has named him a a Top 10 Thought Leader in Retail and AGI, a Top 50 Thought Leader in Management, Careers, and Transformation, and a Top 100 Thought Leader in Agentic AI and Digital Transformation. Thinkers 360 also named him a Top Digital Voice for 2024 and 2025. He is an advisory council member at George Mason University’s Center for Retail Transformation and the Retail Cloud Alliance. He was most recently the partner marketing leader for retail & consumer goods in the Americas at Microsoft.

Casey Golden, is the North America Leader for Retail & Consumer Goods at CI&T. She is a RETHINK Retail Top Retail Expert from 2023 - 2026, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. Once immersed in fashion & supply chain tech, now slaying Franken-stacks & building retail tech. She is also the Founder of Luxlock, a cross-channel customer experience management platform.

Includes music provided by imunobeats.com, featuring Tropikool, from the album Future Beats 2, plus Virtual Apology and New Styles, from the album Shimmer Pop, written by Heston Mimms, published by Imuno.

S1E4 - From Pilot to Scale: How Anna Farberov Drives Innovation at PepsiCo Labs
 
In this episode of the Retail Transformers Podcast, hosts Ricardo Belmar and Casey Golden talk with Anna Farberov, GM of PepsiCo Labs, about how one of the world’s largest CPG companies scales startup innovation from pilot to enterprise-wide transformation.

Anna shares her journey from finance and strategy into corporate innovation leadership, revealing how PepsiCo Labs built a structured playbook for startup partnerships that achieves a remarkable 50% success rate. She explains how to avoid innovation theater, define clear KPIs for pilots, and separate AI hype from real agentic AI solutions that deliver measurable ROI.
 
You’ll learn:

• How PepsiCo Labs partners with startups to solve real-world challenges
• Why KPIs and clear business cases are critical for scaling innovation
• Navigating the dynamics of corporate vs. startup innovation cultures
• How to identify AI hype vs. real solutions in startup pitches
• Why integrating multiple startups is often key to solving complex problems like digital twins
• What makes a startup pitch stand out—and what founders should avoid

 
Whether you’re a startup founder, a corporate innovator, or curious about retail and CPG innovation, this episode offers actionable insights from one of the industry’s leading voices.

Don't forget to like, comment, and subscribe to The Retail Razor: Retail Transformers for more episodes featuring retail innovators, disruptors, and bold thinkers reshaping commerce.

Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://go.retailrazor.com/utube

Guest info:
Anna Farberov, GM, PepsiCo Labs. https://www.linkedin.com/in/anna-farberov/
Anna leads PepsiCo’s global engagement with technology companies - from emerging disruptors to the world’s largest enterprises. She partners with senior executives to identify, test, and scale solutions that are reshaping how PepsiCo operates across data, AI, manufacturing, supply chain, and logistics. Her work accelerates growth and drives transformation across one of the world’s largest consumer goods companies.

Anna brings a unique blend of expertise in strategy, finance, commercial execution, and venturing. Earlier in her career, she led commercial initiatives across consumer, customer, and marketing functions, including new product launches, go-to-market design, and demand creation. She also built a foundation in finance at Procter & Gamble, holding roles in operations, commerce, and strategic planning.

Prior to PepsiCo, Anna was a senior executive at Israel’s largest holdings company, where she led corporate strategy, investments, and the development of new growth platforms. This background in strategy and venturing now informs her work at PepsiCo Labs, where she builds models that connect corporate scale with technological disruption.

A frequent speaker at global conferences, Anna shares perspectives on how leaders can harness technology ecosystems, bridge business and innovation, and lead organizations with clarity and impact in times of rapid change.

Chapters:

(00:00) Previews

(01:03) Show Intro

(05:06) Welcome Anna Farberov

(07:02) Challenges and Risks in Innovation

(09:27) Building a Systematic Playbook

(11:41) The Importance of Clear KPIs

(13:04) Navigating Corporate and Startup Dynamics

(17:50) Secrets to Successful Innovation

(20:46) What Makes a Startup Stand Out

(25:17) Avoid Insulting Your Audience

(26:19) Relevance of AI in Startups

(27:18) Identifying Real AI Solutions

(29:52) Integrating Multiple Startups

(31:45) Future of Innovation and Technology

(33:35) Balancing Innovation and Business Operations

(36:46) Avoiding Innovation Theater

(41:10) Advice for Future Innovators

(44:45) Show Close

Meet your hosts, helping you cut through the clutter in retail & retail tech:

Ricardo Belmar is an NRF Top Retail Voice for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2026. Thinkers 360 has named him a a Top 10 Thought Leader in Retail and AGI, a Top 50 Thought Leader in Management, Careers, and Transformation, and a Top 100 Thought Leader in Agentic AI and Digital Transformation. Thinkers 360 also named him a Top Digital Voice for 2024 and 2025. He is an advisory council member at George Mason University’s Center for Retail Transformation and the Retail Cloud Alliance. He was most recently the partner marketing leader for retail & consumer goods in the Americas at Microsoft.

Casey Golden, is the North America Leader for Retail & Consumer Goods at CI&T. She is a RETHINK Retail Top Retail Expert from 2023 - 2026, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. Once immersed in fashion & supply chain tech, now slaying Franken-stacks & building retail tech. She is also the Founder of Luxlock, a cross-channel customer experience management platform.

Includes music provided by imunobeats.com, featuring Tropikool, from the album Future Beats 2, plus Virtual Apology and New Styles, from the album Shimmer Pop, written by Heston Mimms, published by Imuno.

S1E3- Why Compliance Isn’t Enough: Matt Marcotte on Fostering True Commitment
 
In this episode of the Retail Transformers podcast, part of the Retail Razor Podcast Network, hosts Ricardo Belmar and Casey Golden sit down with retail legend Matt Marcotte — founder of M2 Collaborative, former COO of Bergdorf Goodman, retail executive at Apple, Tory Burch, and The Gap, and former Global Industry Advisor at Salesforce. Matt shares insights from his new book, Built On Belief: Why Cultures of Commitment Are The Competitive Advantage, exploring why commitment-driven cultures outperform compliance-driven organizations. You'll learn how belief can transform both customer experience and employee experience.

Listeners will learn:

• Why retail culture is the ultimate competitive advantage
• How to move from compliance to commitment in leadership
• Lessons from Matt’s career at Bergdorf Goodman, Apple, Tory Burch, and Salesforce
• Why clarity, communication, and belief are essential for retail transformation
• How retailers can embrace AI and technology without losing the human connection
• The North Star leadership principle and how it drives brand alignment
• Practical frameworks like Connect, Assess, Deliver, Exceed, Transform for building lasting customer relationships

 
Whether you’re a retail executive, brand strategist, or future leader, this episode delivers actionable insights on retail leadership, innovation, and culture that will help you transform your organization from the inside out.
 
Don’t miss this conversation with Matt Marcotte, a true retail transformer and author of one of the most important new books in retail leadership.

Don't forget to like, comment, and subscribe to The Retail Razor: Retail Transformers for more episodes featuring retail innovators, disruptors, and bold thinkers reshaping commerce.

Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://go.retailrazor.com/utube

Guest info:
Matt Marcotte, Author, “Built On Belief: Why Cultures of Commitment Are The Competitive Advantage”
https://www.linkedin.com/in/mamarcotte/
“Built On Belief: Why Cultures of Commitment Are The Competitive Advantage” available on Amazon: https://a.co/d/4qiw4SB

Matt Marcotte is the founder and principal of M2 Collaborative, an executive leadership and high-performance consultancy. Matt brings more than 35 years of experience building, scaling, reinventing, and advising some of the most valuable brands in the world to help leaders lead better through meaningful, relevant connection and relationship with employees and consumers.

Before launching his own practice, Matt was Senior Vice President and Head of Global Industry Advisors at Salesforce. He also served as Chief Operating Officer at Bergdorf Goodman, and as Global Executive Vice President of Direct-to-Consumer at Tory Burch. Earlier, Matt led Apple’s North America retail organization and at The Gap, he spearheaded a complete reinvention of the brand’s retail presence. His career began as a merchant at May Co.

Matt holds a BA in Economics from Boston College, where he now teaches an MBA course on Consumer and Brand Relationships. He is a Columbia-trained executive coach, named one of RETHINK Retail’s 100 Most Influential People and a Thinkers360 Top 100 Thought Leader.
Most recently, Matt released his first book, Built on Belief - Why Cultures of Commitment are THE Competitive Advantage.

Chapters:

(00:00:00) Opening tease: beliefs, inspiration, and the lost magic

(00:01:15) Show intro and hosts set the stage

(00:08:14) Retail Transformer - Matt Marcotte

(00:08:49) Career Transition: From Retail to Tech

(00:12:24) The Importance of Clarity and Communication

(00:13:13) Why Write Built on Belief: Culture, Commitment, Leadership

(00:14:51) Tech Insights and Retail Experience

(00:20:16) Brand North Star: Do You Know What Your Brand Believes?

(00:37:11) The Friendship Factor in Sales

(00:38:19) The Connect, Assess, Deliver, Exceed, Transform Framework

(00:40:42) Exceeding Customer Expectations

(00:43:19) Practices to ditch: checklists, email, and real personalization

(00:47:58) The Role of AI in Retail

(00:54:00) Final Thoughts and Takeaways

(00:59:12) Show Close

Meet your hosts, helping you cut through the clutter in retail & retail tech:

Ricardo Belmar is an NRF Top Retail Voice for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2026. Thinkers 360 has named him a a Top 10 Thought Leader in Retail and AGI, a Top 50 Thought Leader in Management, Careers, and Transformation, and a Top 100 Thought Leader in Agentic AI and Digital Transformation. Thinkers 360 also named him a Top Digital Voice for 2024 and 2025. He is an advisory council member at George Mason University’s Center for Retail Transformation and the Retail Cloud Alliance. He was most recently the partner marketing leader for retail & consumer goods in the Americas at Microsoft.

Casey Golden, is the North America Leader for Retail & Consumer Goods at CI&T. She is a RETHINK Retail Top Retail Expert from 2023 - 2026, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. Once immersed in fashion & supply chain tech, now slaying Franken-stacks & building retail tech. She is also the Founder of Luxlock, a cross-channel customer experience management platform.

Includes music provided by imunobeats.com, featuring Tropikool, from the album Future Beats 2, plus Virtual Apology and New Styles, from the album Shimmer Pop, written by Heston Mimms, published by Imuno.

S1E2 - Transforming Retail: Vicki Cantrell on Building Community, AI, and Human Connections

In this episode of The Retail Razor: Retail Transformers, hosts Ricardo Belmar and Casey Golden sit down with Vicki Cantrell — retail executive, technology leader, and CEO & Co‑Founder of Vendors in Partnership (VIP) — to explore her extraordinary journey from wrapping gifts in a small shop to leading technology and operations at luxury brands like Tory Burch, Giorgio Armani, and Gucci Group, and shaping the future of retail communities as SVP of Community at the National Retail Federation.

Known across the industry as “The Fairy Godmother of Retail”, Vicki has spent her career building bridges between retailers and technology suppliers, fostering authentic community connections between brands and consumers, and championing loyalty through empathy, trust, and collaboration.

In this episode, you’ll discover:

• A retail career blueprint — how Vicki navigated roles from buyer to CIO to community builder, and the lessons any retail leader can apply to their own journey
• The art of building partnerships that last — why “investigative empathy” is the key to breaking down barriers between retailers and vendors
• How Vendors in Partnership and the VIP Awards are redefining collaboration in the retail industry
• Strategies for retail transformation that start with people, not just technology
• Why change management is the most critical leadership skill in retail today
• Insights on AI, personalization, and the future of retail relationships

 
Whether you’re a retail executive seeking to strengthen vendor relationships, a technology supplier aiming to better serve your retail partners, or a leader mapping your retail career growth, Vicki’s insights will inspire you to think differently about community building, customer loyalty, and the partnerships that drive innovation.
 
Listen now to learn how to transform your approach to retail relationships — and your career.
 

Don't forget to like, comment, and subscribe to The Retail Razor: Retail Transformers for more episodes featuring retail innovators, disruptors, and bold thinkers reshaping commerce.

Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://go.retailrazor.com/utube

Guest info:
Vicki Cantrell, https://www.linkedin.com/in/vickicantrell/
CEO & Co-founder, Vendors in Partnership
Vendors in Partnership - https://vendorsinpartnership.com

Vicki is a retail strategist and community builder, recognized for relationship building and accelerated growth. She founded Vendors in Partnership and the Vendors in Partnership (VIP) Awards, celebrating partnerships between retailers and solution providers and creating a joint community of these industry experts to advance retail innovation and partnerships.

Her career includes Retail Transformation Officer for Aptos, NRF’s SVP Communities and Shop.org, COO of Tory Burch, CIO of Giorgio Armani and Gucci Group. Cantrell is a Vice President for the Retail Orphan Initiative (RetailROI), a non-executive director of Tandy Leather Company, and on the Executive Leadership Committee of the Retail AI Council.

Chapters:

(00:00:00) Preview

(00:01:26) Show Intro

(00:05:50) Retail Transformer - Vicki Cantrell

(00:12:34) The Importance of Building Community in Retail

(00:16:36) Vendors in Partnership: Bridging the Gap

(00:26:35) The VIP Awards and VIP Connect

(00:36:53) Breaking Down Barriers in Retail Collaboration

(00:37:46) Universal Lessons in Leadership and Customer Connection

(00:39:22) The Importance of Change Management in Retail

(00:43:24) Insights from Leading Shop.org and NRF Communities

(00:51:08) The Role of Mentorship in Retail

(00:58:26) Opportunities and Pitfalls in AI for Retail

(01:05:24) Conclusion and Final Thoughts

(01:06:25) Show Close

 
Meet your hosts, helping you cut through the clutter in retail & retail tech:

Ricardo Belmar is an NRF Top Retail Voice for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2026. Thinkers 360 has named him a a Top 10 Thought Leader in Retail and AGI, a Top 50 Thought Leader in Management, Careers, and Transformation, and a Top 100 Thought Leader in Agentic AI and Digital Transformation. Thinkers 360 also named him a Top Digital Voice for 2024 and 2025. He is an advisory council member at George Mason University’s Center for Retail Transformation and the Retail Cloud Alliance. He was most recently the partner marketing leader for retail & consumer goods in the Americas at Microsoft.

Casey Golden, is the North America Leader for Retail & Consumer Goods at CI&T. She is a RETHINK Retail Top Retail Expert from 2023 - 2026, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. Once immersed in fashion & supply chain tech, now slaying Franken-stacks & building retail tech. She is also the Founder of Luxlock, a cross-channel customer experience management platform.

Includes music provided by imunobeats.com, featuring Tropikool, from the album Future Beats 2, plus Virtual Apology and New Styles, from the album Shimmer Pop, written by Heston Mimms, published by Imuno.

 

S1E1- Transforming Retail: April Sabral on Mindset and AI
 
Welcome to the first episode of The Retail Razor: Retail Transformers podcast! Hosts Ricardo Belmar and Casey Golden dive into candid conversations with top innovators, change-makers, and disruptors in the retail industry. In this episode, they welcome April Sabral, a renowned leadership and mindset expert, who shares insights on the power of purpose-driven leadership, building deeper connections, and fostering a positive mindset within teams. The conversation dives deep into embracing AI in retail, building emotional resilience, and fostering a positive workplace culture. April shares insights from her upcoming book, 'Positive Accountability,' and her latest venture, Ask April AI, a coaching and training platform aimed at transforming leadership in retail, hospitality, and service industries.

Whether you're passionate about innovation, leadership, or the future of commerce, this episode offers insights into leading with positivity, mindset, and AI to transform retail. Don't miss out on learning actionable strategies to enhance your leadership skills from one of the industry's most inspiring and transformational leaders!

Don't forget to like, comment, and subscribe to The Retail Razor: Retail Transformers for more episodes featuring retail innovators, disruptors, and bold thinkers reshaping commerce.

Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://go.retailrazor.com/utube

About Our Guest
April Sabral - https://www.linkedin.com/in/aprilsabral/

April Sabral is a leadership and mindset expert, bestselling author, and founder of Ask April AI, an AI-powered coaching and training platform designed to support retail, hospitality, and service-based business owners. With over 30 years of experience leading teams at iconic global brands such as Starbucks, Gap, Banana Republic, and DAVIDsTEA, April has trained thousands of managers to become confident, people-focused leaders.

Her proven leadership system, The Positive Effect, has been embraced by top brands including Jimmy Choo, Tory Burch, Sunglass Hut, Victoria’s Secret, and Psycho Bunny. Her bestselling book by the same name was named a Top Global Retail Book by the National Retail Federation in 2025 and is featured in the Forbes Leadership Library.

April has the only coaching certification in the retail industry that certifies leaders and coaches to train and license her proven methods, which is launching this fall.

April is also the Executive Director of the Design District Chamber of Commerce in Miami, where she combines her passion for retail with community leadership. She has been named a Rethink Retail Top Global Retail Expert for three consecutive years (2022–2025) and is on a mission to positively impact one million leaders worldwide through practical business tools and mindset transformation.

Learn more at www.AskApril.ai. & www.aprilsabral.com

Chapters:

(00:00:00) Preview

(00:00:53) Show Intro

(00:09:12) Retail Transformer - April Sabral

(00:10:41) Shifts in Retail Leadership

(00:12:12) Importance of Positive Mindset

(00:14:38) Training and Development Strategies

(00:23:54) AI in Retail: Embracing the Future

(00:37:23) Ask April AI: Revolutionizing Leadership Development

(00:41:41) The Role of AI in Retail Training

(00:46:40) Building Technology as a Non-Tech Founder

(00:53:30) Mindset Training in Leadership Development

(00:58:32) Positive Accountability Framework

(01:02:29) Final Thoughts and Upcoming Projects

(01:04:02) Show Close

Meet your hosts, helping you cut through the clutter in retail & retail tech:

Ricardo Belmar is an NRF Top Retail Voice for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2026. Thinkers 360 has named him a a Top 10 Thought Leader in Retail and AGI, a Top 50 Thought Leader in Management, Careers, and Transformation, and a Top 100 Thought Leader in Agentic AI and Digital Transformation. Thinkers 360 also named him a Top Digital Voice for 2024 and 2025. He is an advisory council member at George Mason University’s Center for Retail Transformation and the Retail Cloud Alliance. He was most recently the partner marketing leader for retail & consumer goods in the Americas at Microsoft.

Casey Golden, is the North America Leader for Retail & Consumer Goods at CI&T. She is a RETHINK Retail Top Retail Expert from 2023 - 2026, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. Once immersed in fashion & supply chain tech, now slaying Franken-stacks & building retail tech. She is also the Founder of Luxlock, a cross-channel customer experience management platform.

Includes music provided by imunobeats.com, featuring Tropikool, from the album Future Beats 2, plus Virtual Apology and New Styles, from the album Shimmer Pop, written by Heston Mimms, published by Imuno.

 

S1 Trailer - Insider’s Guide to the Visionaries Shaping the Future of Retail
 
In this trailer for The Retail Razor: Retail Transformers, hosts Ricardo Belmar and Casey Golden introduce our new podcast series, part of The Retail Razor Podcast Network, focused on the individuals driving real transformation in the retail industry. Highlighting the importance of bold leadership, cutting-edge technology, and innovative strategies including AI-driven personalization, next-gen in-store experiences, and reimagined supply chains.

Plus, we'll revisit past Retail Transformers guests from The Retail Razor Show for updates on their latest innovations and insights, in addition to brand new visionary retailers and change makers, offering listeners inspiration and practical advice to apply to your own work. Available on multiple platforms, this show aims to be a valuable resource for anyone passionate about retail, technology, and leadership!
 

Don't forget to like, comment, and subscribe to The Retail Razor: Retail Transformers for more episodes featuring retail innovators, disruptors, and bold thinkers reshaping commerce.

Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/
Subscribe to our Newsletter: https://retailrazor.substack.com
Subscribe to our YouTube channel: https://go.retailrazor.com/utube

About your hosts, helping you cut through the clutter with the people driving real transformation in retail::

Ricardo Belmar is an NRF Top Retail Voice for 2025 and a RETHINK Retail Top Retail Expert from 2021 – 2026. Thinkers 360 has named him a a Top 10 Thought Leader in Retail and AGI, a Top 50 Thought Leader in Management, Careers, and Transformation, and a Top 100 Thought Leader in Agentic AI and Digital Transformation. Thinkers 360 also named him a Top Digital Voice for 2024 and 2025. He is an advisory council member at George Mason University’s Center for Retail Transformation and the Retail Cloud Alliance. He was most recently the partner marketing leader for retail & consumer goods in the Americas at Microsoft.

Casey Golden, is the North America Leader for Retail & Consumer Goods at CI&T. She is a RETHINK Retail Top Retail Expert from 2023 - 2026, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. Once immersed in fashion & supply chain tech, now slaying Franken-stacks & building retail tech. She is also the Founder of Luxlock, a cross-channel customer experience management platform.

Includes music provided by imunobeats.com, featuring Tropikool, from the album Future Beats 2, written by Heston Mimms, published by Imuno.