This episode is part of our BTS Live miniseries, featuring quick conversations recorded on the show floor at the Commerce Media Brand Summit in Atlanta.

Dave speaks with Celia Van Wickel of Russell Stover about how brands are evolving their commerce media strategies — from expanding search across retailers to shifting KPIs beyond ROAS toward share of voice, new-to-brand, and incrementality.

She also shares how her team is scaling retail media and digital shelf content with limited resources, and how Russell Stover is partnering with It’sRapid to streamline creative production, adapt content across retailers, and drive more consistent performance across seasonal campaigns.

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Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com

Producer: Jake Musiker

BTS Live from the WBR Commerce Media Brand Summit: Celia Van Wickel (Russell Stover)