In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter speak with Matt Taylor, Vice President of Digital at Scotts Miracle-Gro.
Matt shares how generative search is reshaping the Lawn and Garden category, raising expectations for content, partnerships, and digital experiences. He explains why Scotts brought digital and retail media together under one leader and how his team built a machine-learning model that uses weather, POS, macroeconomic signals, and media data to guide in-season investment.
He also breaks down what it takes to align brand, sales, and media teams and why patience and iteration are essential when building data science capabilities.
Key takeaways
- Generative search is raising the bar for content, consumer experience, and measurement
- Consolidating digital and retail media enables full-funnel planning and faster decisions
- Machine-learning models help teams optimize weekly investments with real-time data
- Data science requires buy-in, experimentation, and time to improve
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