Instacart’s chief marketing officer Laura Jones calls this the “year of brandformance” for the 11-year-old online grocery platform. The amalgam comes from two functions of the marketing department, brand and performance. Those teams had reported to separate leaders, but Jones, who joined from Uber two years ago, felt they would perform better for clients and…
As chief sustainability and transformation officer at grocery giant Albertsons, Suzanne Long has an expansive scope of responsibilities ranging from increasing inclusion to decreasing waste and fostering community. In order to avoid attempting impractical moonshots, Long prioritizes setting a very clear vision of the impact that Albertsons wants to make and then developing a multi-year…
In this episode of Brave Commerce, Gonzalve Bich, CEO of BIC, joins hosts Rachel Tipogaph and Sarah Hoffstetter to talk about developing a high-quality product. At the top of the episode, he attributes his success as a business leader to being open to understanding and exposing himself to perspectives other than his own. In alignment…
Las Vegas-based online shoe and clothing retailer Zappos has parted ways with its first-ever CMO, Ginny McCormick. The circumstances surrounding McCormick’s departure are unclear, and Adweek could not reach her for comment. McCormick’s time at Zappos was relatively short. She ascended to the CMO role in April 2022, having previously served as global marketing director…
On this episode of Brave Commerce, Shelley Zalis, founder and CEO of workplace equality firm The Female Quotient, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the importance of gender equality and diversity in business. Zalis begins by sharing her personal experiences as one of the two women on a board of 25 men,…
Amazon Prime provides a range of benefits to subscribers including expedited free delivery on online purchases and the ability to stream shows and movies on Prime Video. Wieden + Kennedy London is spotlighting just how powerful that can be with a pair of minute-long commercials directed by Michael Spiccia. Set to Burt Bacharach’s “Always Something…
On this episode of Brave Commerce, hosts Sarah Hofstetter and Rachel Tipograph sit down with Diana Frost, chief growth officer for North America at Kraft Heinz, to discuss agile leadership, the importance of learning from failures and the company’s growth strategies. Frost shares how her commitment to an agile mindset and a “village” approach to…
Meta is launching a new ad format called promotional ads to make it easier for shoppers to find deals from retail brands. When Facebook users see an ad with a special promotion, they can click through to claim the offer and the discount code will be automatically applied. If they don’t complete the purchase, they…
In this episode of Brave Commerce, Gabi Lewis, co-founder of keto-friendly cereal brand Magic Spoon, joins Rachel Tipograph and Sarah Hofstetter to share his insights on expanding into the retail space from a DTC perspective with a focus on innovation, acquisition and brand identity. Lewis and his co-founder, Greg Sewitz, launched Magic Spoon in 2019…
In this episode of Brave Commerce, Sandie Hawkins, general manager of U.S. ecommerce at TikTok, joins Rachel Tipograph and Sarah Hofstetter to discuss the power of including TikTok in your brand strategy. Hawkins emphasizes that TikTok’s community commerce approach brings people together to discover products through a new version of word-of-mouth. She highlights that the…
During this episode of Brave Commerce, Amanda Baldwin, CEO of Supergoop, shares how she aligns the brand’s mission with a focus on consistent, incremental profitability. Supergoop, founded by Holly Thaggard, began with the question: How do you make a product that creates joy and puts the talent and strategy behind that idea? Baldwin explains the…
High inflation has made buying everyday goods–from yogurt and ketchup to trash bags and laundry detergent–more taxing on households across the country. As a result, a growing number of shoppers are reaching for store brands, also known as private labels, to help ease the cost of keeping their refrigerators full and pantries stocked. Last year,…
Fashion likes to be ahead of the curve, and getting a shoe-in with retail media–one of marketing’s buzzier trends–is no exception. Not content with shipping jeans and beanies, clothing ecommerce platforms like Nordstrom and Asos are joining the likes of Amazon and Walmart in selling advertising space in their digital storefronts. They’re swallowing up ad…
I find that much of the world defines my queerness primarily by attraction to men. Fellow gay men know the stereotypical assumptions well: “My friend is gay, too. And he’s single!” “Moving to Austin, eh? You must have met a cowboy!” “You’ll love this ad. The guy is so hot.” Gayness, to me, is not…
Direct-to-consumer brands are rethinking their channel strategy, specifically a return to retail, and for a handful of good reasons. While the pivot takes a contrarian stance on the “unavoidable” takeover of online commerce, smart brands are leaning into national retail relationships with a physical and digital footprint. On the surface, the timing of this shift…
In this episode of Brave Commerce, Austin Leonard, head of sales at Sam’s Club Member Access Platform (MAP), highlights the increasing need to offer value to consumers in exchange for their engagement with your brand, especially as we shift to a post-cookie future. The rise in retail media has resulted in fewer and fewer consumers…
MikMak is going global. The U.S.-based ecommerce platform, which revolutionized retail and recently secured a patented technology enabling the use of multi-retail selection and checkout within online video marketing campaigns, announced the acquisition of Swaven, a Paris-based ecommerce enablement and analytics software company that operates across EMEA, APAC and LATAM. “I think this acquisition for…
On this episode of Brave Commerce, Lewis Broadnax, vice president of global ecommerce and digital at Sazerac Company, shares four major pivot points that have shaped the trajectory of his career and his approach to consumer experience. He prioritizes reducing consumer friction both by testing and implementing the right mar-tech solutions and taking a true…
On this episode of Brave Commerce, Esi Eggleston Bracey, president of Unilever USA and CEO of personal care, North America, talks about creating a human-centric brand. From her work at P&G to developing Febreze, Bracey has found ways to drive profits while helping people. As national demographics shift, brands need to change and increasingly personalize…
In this episode of Brave Commerce, Denise Woodward, founder and CEO of Partake Foods, talks about growing and developing a bootstrapped business. Woodward opens with the inspiring story of Partake Foods. She wanted to make a product for her daughter, who suffers from food allergies. When discussing it with her husband at the zoo one…
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