BRAVE COMMERCE Energizer’s Colleen Orani on Merging Retail and National Media to Drive Consumer-Centric Growth
May 20, 2025
Colleen Orani, the Vice President of Global Marketing at Energizer Holdings, shares insights on merging retail and national media to enhance consumer engagement. She discusses how Energizer unified its media strategy for diverse brands, from impulse purchases to more considered buys. The conversation highlights the importance of tailored marketing strategies and the need for adaptability in a fluctuating market. Colleen also emphasizes the value of team collaboration and accountability across marketing and sales to drive effective consumer-centric growth.
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Unify Media for Consumer Focus
- Unify retail media, shopper marketing, and national media under one leader for better consumer insights.
- Manage all budgets as one pool to optimize reach across consumer purchase decisions.
Clarify Roles and Communicate
- Develop a clear operational approach with role clarity to manage growing teams.
- Maintain strong communication to share learning and strategy across expanded teams.
Clicky vs Scrolly Categories
- Purchase behavior differs dramatically by category: impulse buys are quick clicks.
- Considered purchases require immersive, scroll-heavy content and detailed information.