Navigating E-Commerce Challenges

Description

In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstadter speak with Colleen Orani, Vice President of Global Marketing at Energizer Holdings. Colleen shares how Energizer moved from a fragmented media structure to one unified under a single leader, combining national media, shopper marketing, and content development.

She discusses the realities of leading marketing across brands with very different consumer behaviors, from impulse buys like batteries to more considered purchases like auto care. Colleen offers a transparent look into how Energizer is balancing long-term strategy with rapid fire execution, all while managing evolving retailer relationships and media investments.

Key takeaways

• A unified approach to national and retail media enables stronger consumer engagement across all stages of the purchase journey
• Categories require tailored media strategies – impulse brands are “clicky,” while others demand deeper “scrolly” content
• Driving shared accountability across marketing, sales, and content teams ensures adaptability in a volatile market

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