BRAVE COMMERCE

In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Murat Genc, Global Chief Technology and Digital Officer at Whirlpool Corporation. With a career spanning nearly two decades at Procter & Gamble before transitioning to Whirlpool, Genc reflects on the challenges and growth he experienced while shifting from the consumer packaged goods (CPG) sector to the world of durable appliances. He shares how his leadership approach evolved and how his reliance on team collaboration and reverse mentoring has helped him keep his finger on the pulse of the organization.Genc delves into the complexities of marketing products with extended lifecycles, like Whirlpool's iconic KitchenAid mixers, compared to the faster-paced, repeat-purchase models of CPG. He explains how Whirlpool navigates this difference by focusing on the lifetime value of their customers through digital services, subscriptions, and connected technology. Genc also highlights the importance of IoT integration in appliances, giving Whirlpool real-time insights into product usage and consumer behavior to continually refine their product development and marketing strategies.The conversation takes a deeper dive into breaking down silos between marketing, tech, and R&D functions at Whirlpool. Genc shares his thoughts on bridging these gaps, drawing from his experiences at P&G and his philosophy of cross-functional collaboration. As the conversation concludes, Genc opens up about the bravest moment of his life—overcoming a personal health challenge and how it shaped his professional and personal outlook.Key Takeaways:Leadership evolution: From reverse mentoring to navigating a new industry.How IoT and real-time consumer insights shape product innovation at Whirlpool.The importance of breaking down silos between marketing and technology for a holistic business approach. Hosted on Acast. See acast.com/privacy for more information.

In this episode of BRAVE COMMERCE, Oshiya Savur, Chief Brand and Marketing Officer at Maesa, joins hosts Sarah Hofstetter and Rachel Tipograph for a deep dive into the evolving beauty industry. Oshiya shares Maesa’s unique approach as a beauty incubator, shedding light on how they disrupt declining categories by identifying unmet consumer needs and revitalizing them with scalable, beautifully designed brands.Oshiya explains Maesa's dual focus on brand incubation and scaling, detailing their strategy of forging exclusive retail partnerships to drive growth while maintaining brand authenticity. By balancing organic marketing efforts with influencer-led content, Maesa navigates the fine line between mass distribution and direct-to-consumer models. This dynamic approach helps them consistently deliver innovative products to market while fostering deep relationships with retailers and consumers alike.In a personal reflection, Oshiya discusses her professional journey from global corporations like Unilever to leading at Maesa. She emphasizes the importance of hands-on leadership, innovation, and embracing a nimble mindset in a fast-paced industry. Tune in to hear Oshiya’s insights on building brand heat, the future of D2C, and her advice for staying brave in a rapidly changing marketplace.Key Takeaways:Disrupting Declining Categories: How Maesa targets overlooked markets to create innovative, scalable brands.Retail Partnerships & Exclusivity: The importance of strong retailer relationships in building successful beauty brands.The Role of Influencer Marketing: How Maesa leverages authentic influencer content to drive brand growth and visibility. Hosted on Acast. See acast.com/privacy for more information.

In May, BRAVE COMMERCE brought its community together for an in-person event in NYC, featuring a keynote from celebrity entrepreneur Tia Mowry—best known for her roles in Sister, Sister and The Game—and Karima McDaniel, President of 4U by Tia, a hair care line designed for textured hair.On this special episode, host Rachel Tipograph sits down with Tia and Karima to discuss the inspiration behind 4U by Tia, their strategic partnership with Walmart, and their approach to building a profitable, values-driven brand.Tia’s vision for 4U by Tia stemmed from her personal frustration with the lack of accessible products for textured hair. Embracing the motto “If you don’t see it, be it,” she turned her passion into action. Karima, with her extensive experience in brand marketing, plays a pivotal role in channeling Tia’s passion into a thriving business.Central to their success is a strong sense of community. Tia’s deep connection with her audience, built over years, has been key to their organic social growth. Whether on Instagram, TikTok, or Facebook, the 4U by Tia brand consistently shows up where their fans are.Influencers also gravitate toward the brand, bringing fresh ideas for promotion. Tia and Karima take a thoughtful approach to nurturing long-term partnerships with these influencers, ensuring the relationships go beyond one-off transactions.Listen to this episode and/or find the video of this session here. Key Takeaways:When it comes to partnerships - it’s a relationship - there has to be trustAlign your community your product your messaging to achieve successThe old brand template will not meet the needs of today’s consumer Hosted on Acast. See acast.com/privacy for more information.

In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter are joined by Parbinder Dhariwal, VP and GM of CVS Media Exchange (CMX), to explore the distinctive approach CVS takes to the rapidly evolving retail media landscape. Parbinder discusses how CMX leverages CVS's extensive loyalty program to differentiate itself from other retail media networks. With 74 million active ExtraCare members and a vast network of digital and physical touchpoints, CVS is uniquely positioned to deliver personalized and seamless shopping experiences across channels.Parbinder shares insights into how CVS integrates its loyalty data with both on-site and off-site media, ensuring every interaction is measurable and attributing value back to the retailer and its partners. He also discusses the significance of CVS's omnichannel strategy, which is built to meet consumers where they are—whether online or in-store. This conversation delves into the crucial role that loyalty programs play in driving retail media success and how CVS is setting new standards for the industry.Tune in to hear about the future of retail media in a world where cookie deprecation is imminent and data-driven personalization is key. Parbinder offers a deep dive into how CVS is not only keeping up with industry trends but leading the charge in innovation and consumer connectivity.Key Takeaways:Loyalty as a Differentiator: Discover how CVS's ExtraCare program provides a foundation for personalized consumer experiences, driving both digital and physical growth.Omnichannel Engagement: Learn about CVS's approach to blending online and in-store interactions, ensuring that consumers can seamlessly transition between channels.Future of Retail Media: Understand how CVS is preparing for the cookie-less future, focusing on data-driven targeting and measurable attribution in both on-site and off-site media. Hosted on Acast. See acast.com/privacy for more information.

In this episode of BRAVE COMMERCE, hosts Sarah Hofstetter and Rachel Tipograph sit down with Ken McFarland, the Global Head of Digital Commerce for Unilever Home Care. Ken shares insights from his unique career journey, beginning with his leap from 7th Generation to Unilever, and how he has navigated the challenges of scaling from a nimble, values-driven company to one of the largest global consumer goods companies. He reveals how he balances his adventurous spirit, as evidenced by his bungee jumping experience, with the structured processes required in a massive organization like Unilever.Ken dives deep into the role of creativity and data in digital commerce, highlighting how Unilever leverages innovative content and media strategies to engage with consumers online. He discusses the critical role of category management and the analytical mindset that underpins successful eCommerce operations. Ken also explores how he keeps the human touch alive within the vast, process-driven environment of Unilever by fostering strong internal communities and ensuring the eCommerce team remains tightly connected and effective.Listeners will gain valuable insights into the intersection of creativity and data, the importance of storytelling within the organization, and how to champion the relevance of eCommerce in a company where it may only represent a small percentage of overall sales. Whether you're leading a small team or managing digital commerce for a global giant, Ken's experiences offer lessons in leadership, innovation, and the power of pushing beyond your comfort zone.Key Takeaways:The importance of blending an analytical approach with creativity in digital commerce.How to successfully navigate the cultural and operational shifts from a small company to a global corporation.The value of internal storytelling to drive eCommerce adoption within large organizations. Hosted on Acast. See acast.com/privacy for more information.

In this engaging conversation, Sarah Larsen, the Chief Marketing Officer of Samsung Home Entertainment, shares her remarkable journey from young marketing enthusiast to a leader at a tech giant. She discusses Samsung's innovative culture, driven by a relentless quest for improvement and creativity. Sarah reveals her bold influencer marketing strategies that prioritize authentic partnerships and culturally relevant content. Listeners gain insights into emotional storytelling and how AI enhances consumer experiences in the rapidly evolving home entertainment landscape.

On this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Axel Adida, Chief Digital Officer at Beiersdorf, to discuss the evolving landscape of global commerce. Axel, who brings a wealth of experience from his time at L'Oréal and Sanofi, shares insights into the seismic shifts that are reshaping the beauty and health industries. From the enduring power of great brands to the explosion of digital media and the rise of data-driven marketing, Axel offers a comprehensive look at the forces driving today's consumer behaviors.Axel also dives into the unique dynamics of the Chinese market, explaining why it's a bellwether for global trends. He explores how China’s digital ecosystem, particularly the dominance of platforms like WeChat and the boom in live streaming, sets the pace for innovation in commerce. The conversation touches on the challenges and opportunities of translating these trends to other regions, and the nuances that make certain strategies succeed in one market while struggling in another.Finally, the episode delves into the concept of the "desire economy," where luxury and beauty brands thrive by creating products that consumers don't just want, but deeply desire. Axel discusses how today's consumers engage in an endless loop of inspiration, exploration, and community interaction, reshaping the traditional marketing funnel. With influencers now playing a pivotal role in purchasing decisions, Axel offers a fresh perspective on how brands can navigate and leverage this new landscape to build lasting connections with their audience.Key Takeaways:Global Digital Transformation: Explore the fundamental shifts in digital media, data-driven marketing, and consumer engagement that are transforming the global commerce landscape.China’s Influence: Understand the unique role of China as a trendsetter in digital commerce, and how its rapid innovation cycles provide valuable lessons for other markets.The Desire Economy: Learn how luxury and beauty brands are capitalizing on the "desire economy," where consumer motivation is driven by a deep connection to brand values and social validation. Hosted on Acast. See acast.com/privacy for more information.

Ryu Yokoi, Chief Digital Officer for Unilever's Personal Care North America, brings over 20 years of experience in brand management and digital strategy. He discusses Unilever's bold digital transformation and the convergence of media and commerce. Ryu highlights the shift from traditional marketing to performance-driven strategies and the critical importance of data in decision-making. He emphasizes the need for agility in adapting to competition, especially from emerging challenger brands, while stressing the power of authentic content in engaging consumers.

In this episode of BRAVE COMMERCE, hosts Sarah Hofstetter and Rachel Tipograph welcome Rich Lehrfeld, Senior Vice President and General Manager of Walmart Connect, to explore the transformative landscape of retail media. Fresh from the Cannes Lions International Festival of Creativity, Lehrfeld shares his insights on the evolving conversations with suppliers, brands, and advertisers, emphasizing the integration of creativity, data, and AI to solve business challenges.Lehrfeld delves into Walmart Connect's journey from focusing primarily on lower-funnel sales metrics to embracing a holistic, full-funnel approach that addresses both performance and brand-building needs. He highlights the increasing collaboration between sales and marketing teams within organizations and the necessity of bridging the gap to provide comprehensive advertising solutions. Lehrfeld's extensive experience in media buying and brand metrics brings a unique perspective on the future of retail media and its growing influence.As the retail media space continues to expand, Lehrfeld discusses Walmart Connect's strategies to remain competitive against major players like Disney and Meta. He explains how better targeting, data infusion, and innovative measurement techniques are crucial in delivering value to clients and driving sales. This episode is a must-listen for anyone looking to understand the dynamic intersection of media, marketing, and retail.Key Takeaways:Integrating Creativity and Data: Lehrfeld highlights the importance of combining creativity with data and AI to enhance advertising effectiveness and solve complex business challenges.Full-Funnel Approach: Walmart Connect's evolution from a focus on lower-funnel metrics to a comprehensive full-funnel strategy, addressing both performance and brand-building objectives.Competitive Edge in Retail Media: Strategies employed by Walmart Connect to compete with major advertising players, emphasizing the role of better targeting, data integration, and innovative measurement in driving client value and sales. Hosted on Acast. See acast.com/privacy for more information.

In this episode of BRAVE COMMERCE, hosts Sarah Hofstetter, President of Profitero, and Rachel Tipograph, Founder & CEO of MikMak, engage in a dynamic conversation with Bryan Leach, CEO and Founder of Ibotta. Bryan shares the inspiring journey of building Ibotta from its inception in 2012 to its recent transition into a public company. He delves into the original vision of creating a unified starting point for rewarded shopping for American consumers and how Ibotta has grown to include over 50 million users and distributed $2 billion in cash back rewards. Bryan also discusses the strategic pivot that took place five years into the company's journey when Ibotta dramatically expanded its scale by distributing its exclusive offers on various third-party digital properties, emphasizing the importance of innovation and scalability in sustaining growth.As the conversation progresses, Bryan outlines the evolution of Ibotta into a powerful B2B white-label software platform for retailers, significantly expanding its reach and impact. He highlights the company's four-word mission—"make every purchase rewarding"—and explains how this mission extends beyond Ibotta's direct-to-consumer app to powering loyalty programs for major retailers like Walmart, Dollar General, and Family Dollar. This shift has enabled Ibotta to reach 91% of American households and positions the company to potentially give away billions of dollars in rewards annually.The discussion also explores the intricacies of change management and the challenges of scaling a business while maintaining its core values. Bryan shares valuable insights into the strategies that have driven Ibotta's success, including the importance of performance-based marketing, agile budgeting, and leveraging data to understand consumer behavior. By emphasizing the significance of agility, transparency, and continuous innovation, Bryan provides a blueprint for other entrepreneurs and marketers looking to navigate the complexities of modern e-commerce.Key Takeaways:Innovative Scalability: Bryan Leach discusses ibotta’s journey from a consumer app to a B2B platform, highlighting the importance of innovation and scalability for sustained growth.Performance-Based Marketing: Emphasis on the power of performance-based marketing and agile budgeting, with a focus on measurable outcomes and efficiency in advertising spend, plus the future of “dynamic offers” as the next big AI-driven paradigm shift.Consumer Behavior Insights: Insights into the evolving consumer behavior patterns and the strategic importance of retaining brand loyalty amidst rising private label penetration. Hosted on Acast. See acast.com/privacy for more information.