BRAVE COMMERCE Adweek Podcast Network

In this episode of BRAVE COMMERCE, Luke Kigel, Kimberly-Clark North American Vice President of Digital Marketing & Consumer Experience, joins hosts Rachel Tipograph and Sarah Hofstetter to offer insights into the evolving landscape of marketing and consumer behavior within the CPG industry.
As the conversation begins, Luke reflects on his transition from the customer side back to the supplier brand side. One key theme throughout the interview is the emphasis on consumer-centricity. Luke stresses the importance of understanding and meeting the needs of consumers, who are ultimately people seeking meaningful experiences with brands. He also discusses the challenges of bridging the gap between different marketing disciplines and ensuring a unified brand experience across various touchpoints.
Collaboration emerges as a critical factor in navigating these challenges, with Luke advocating for partnership and open communication across functions. He acknowledges the difficulty of implementing consumer-centric strategies within large organizations but emphasizes the need for alignment and shared understanding of goals. Luke also highlights the role of processes and ways of working as enablers for effective collaboration.
The conversation extends to the rise of retail media and the changing dynamics between brand manufacturers and retailers. Luke emphasizes the importance of understanding consumer behavior and building direct relationships with consumers, regardless of the channel or platform. He predicts a continued shift towards personalized and integrated experiences driven by deeper consumer insights.
As the discussion concludes, Luke reflects on the future of consumer behavior and the evolving relationship between CPG companies and commerce. He shares a personal anecdote about the changing nature of the purchase journey, emphasizing the importance of product consideration and the role of social media in brand building.
 
Key takeaways:
●     Embrace industry disruption and adapt to changes like retail media and connected commerce
●     Stay adaptable and responsive to changing consumer needs
●     Acknowledge the inverted marketing funnel and focus on product consideration and post-purchase experiences

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In this episode of BRAVE COMMERCE, Nathalie Gerschtein, President of Consumer Products at L’Oréal, joins hosts Rachel Tipograph and Sarah Hofstetter to share strategies for navigating the ever-evolving beauty industry landscape.
Nathalie attributes her long tenure with L'Oréal to the company's commitment to providing growth opportunities and a culture that encourages learning and innovation. She emphasizes the importance of stepping out of one's comfort zone and embracing opportunities for personal and professional development.
Nathalie also advocates for leading with empathy, citing it as a vital trait for fostering trust, psychological safety, and diversity of thought within teams. She rejects the notion that vulnerability equates to weakness; asserting that it takes courage for leaders to acknowledge their vulnerabilities and adopt a "learn it all" mindset rather than a "know it all" attitude.
Discussing the need for personalization at scale in today's consumer-centric landscape, Nathalie delves into how L'Oréal leverages technology and consumer insights to tailor experiences and products to individual preferences, thereby deepening brand-consumer relationships. Despite the rise of digital channels and changing consumer behaviors, she believes that beauty remains a resilient industry, driven by consumers' desire for self-indulgence and pampering.
During the conversation, Nathalie also addresses L'Oréal's marketing strategies, including its presence in cultural events such as the Super Bowl and partnerships with influential figures like Cardi B and Coco Gauff. She emphasizes the importance of authenticity in brand collaborations and the need to balance mass marketing efforts with personalized experiences.
The discussion further explores the evolving role of retailers in the beauty industry ecosystem. Nathalie views retailers as strategic partners in enhancing the consumer experience, both online and offline. She sees opportunities to create immersive in-store environments and leverage emerging platforms like TikTok Shop to further engage consumers.
 
Key Takeaways:
●     Encourage a culture of innovation and risk-taking to drive progress and adaptation
●     Focus on consumer-centricity by listening to their needs, decoding signals, and delivering personalized experiences at scale
●     Move at the speed of culture with authentic brand communications, while leveraging partnerships to amplify brand messages

Hosted on Acast. See acast.com/privacy for more information.

In this episode of BRAVE COMMERCE, Ajay Sharma, Vice President of eCommerce and Omnichannel at Bayer Consumer Health North America, joins hosts Rachel Tipograph and Sarah Hofstetter to offer a comprehensive overview of the evolving eCommerce landscape, emphasizing the importance of agility, innovation, and strategic partnerships in driving success in the digital marketplace.
Ajay begins by highlighting the importance of prioritization and focus in navigating the complexities of commerce, drawing from his diverse background, ranging from solo roles with limited resources to leading one of Bayer's largest markets. He stresses on the significance of organizing around priorities and fostering team development, noting the rapid progression of his own team as a source of inspiration.
The discussion then shifts towards the evolving nature of roles within the eCommerce landscape, emphasizing the need for multidisciplinary skills similar to a microcosm of a GM. Ajay discusses Bayer's adoption of a dynamic shared ownership model to streamline decision-making processes, enabling faster innovation and adaptation to market changes.
One notable achievement Ajay highlights is the acceleration of product innovation and launch timelines through strategic partnerships with eCommerce platforms like Amazon. He illustrates how Bayer leverages its internal talent pool alongside external partnerships to drive innovation and meet evolving consumer needs efficiently. He also emphasizes the importance of tailoring strategies to specific categories and understanding evolving consumer behaviors to ensure a seamless and frictionless customer journey.
Talking about emerging technologies, Ajay discusses the fundamental role of technology in underpinning eCommerce operations, from basic infrastructure to advanced data analytics and AI integration. He envisions a future where technology seamlessly integrates into everyday experiences, citing examples such as AI-powered refrigerators recommending recipes based on food items and integrated medicine cabinets facilitating healthcare management.
Key Takeaways:
●     Invest in skill development and foster a culture of continuous learning
●     Encourage teams to develop multidisciplinary expertise to navigate eCommerce complexities
●     Utilize AI and data analytics for innovation and efficiency

Hosted on Acast. See acast.com/privacy for more information.

In this episode of BRAVE COMMERCE, Mir Zaman, Vice President of Commercial Operations at Spectrum Brands, joins hosts Rachel Tipograph and Sarah Hofstetter to provide insights on leadership, innovation, and adaptability, offering strategies for navigating dynamic business landscapes effectively.
The discussion starts with Mir introducing Spectrum Brands, a company operating in three diverse industries: Home and Personal Care, Home and Garden, and Pet Care. He highlights key brands in the company's portfolio, providing context for understanding the extensive range of consumer products offered by Spectrum Brands.
The conversation then delves into Mir's unconventional career path, beginning with his childhood dream of working in aerospace engineering, to roles at Boeing, NASA, and eventually Amazon. His transition into the eCommerce realm at Amazon, despite initial reservations, highlights his adaptability and problem-solving prowess, both integral to his leadership philosophy.
Mir emphasizes the significance of curiosity, data-driven decision-making, and a commitment to continuous experimentation in navigating complex business landscapes. He also reflects on the seamless integration of his experiences into his current role at Spectrum Brands, highlighting the importance of augmenting organizational cultures rather than imposing radical transformations.
In conclusion, Mir talks about his strategic vision for Spectrum Brands and his focus on fostering collaboration across teams and aligning efforts with overarching business objectives. He also shares insights into decision-making frameworks, akin to an engineering approach, that prioritize inputs and outputs to achieve desired outcomes.
Key Takeaways:
●     Embrace curiosity as a leadership skill for problem-solving and innovation
●     Empower teams with ownership and accountability tied to revenue and cost objectives
●     Apply a profit and loss mindset to decision-making, analyzing inputs and outputs to determine the best course of action
 
 

Hosted on Acast. See acast.com/privacy for more information.

In this special episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter celebrate Women's History Month by featuring key moments from past interviews with remarkable women leaders, offering insights into their experiences, and showcasing diverse perspectives on leadership, innovation, and empowerment.
Rachel and Sarah kick off the episode by highlighting a surprising statistic that 50% of BRAVE COMMERCE guests have been women. While the hosts never set a goal to hit equitable gender representation on the podcast, their ability to do so undercuts any suggestions that there is a shortage of impressive women to feature, hire, and/or promote in the worlds of marketing and commerce.
Rachel and Sarah emphasize the importance of women helping each other succeed, a departure from past norms where women often competed rather than collaborated in professional settings. They acknowledge the change in tone among women in leadership, where mentorship and support are becoming the norm, creating a community of women uplifting and empowering one another.
Emphasizing the significance of bravery in the workplace, Sarah also highlights how learning to balance family and career, alongside seizing opportunities for growth, has shaped her journey. Finally, the episode concludes with Rachel and Sarah expressing gratitude for the female friendships and connections fostered through the podcast.
Guests featured in this compilation episode include (in order of appearance):
 
Surabhi Pokhriyal, Chief Digital Growth Officer, Church & Dwight
Esi Eggleston Bracey, Chief Growth and Marketing Officer, Unilever
Diana Haussling, SVP/General Manager, Consumer Experience & Growth NA, Chief Marketing Officer, Colgate Palmolive
Esi Seng, CEO, Tate’s Bake Shop
Andrea Sengara, Head Of Marketing, U.S., Campari
Joy Simonson, Global Head of Digital Excellence, 3M
Cristina Marinucci, Global Head of Shopper - Insights & Analytics, Mondelēz International
Sarah Travis, SVP & President, Roundel - Media, Re-imagined by Target
 

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On this episode of BRAVE COMMERCE, Gabrielle Wesley, Chief Marketing Officer at Mars Wrigley, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about brand strategy, the importance of Halloween in the candy industry, and the company's commitment to fostering an inclusive internal culture.
 
Gabrielle delves into how Mars Wrigley ensures its brands remain culturally relevant. She emphasizes that while awareness is not an issue for their products, they focus on being accessible and present wherever consumers think about indulging themselves. Halloween, in particular, holds immense importance as it serves as an entry point for consumers to discover and cherish Mars Wrigley's brands.
 
Gabrielle also shares how Mars Wrigley is expanding its brands beyond mere snacking. She provides insights into how M&M has evolved beyond its product offerings, emphasizing inclusivity and creating experiences that align with the brand's essence of unity through fun.
 
Discussing the unique culture at Mars Wrigley, Gabrielle elaborates on the associate concept, where ideas can come from anyone, regardless of their position. She also shares her insights on supporting women in their careers, particularly during pivotal life transitions like marriage, motherhood, and leadership. Gabrielle advocates for transparency, vulnerability, and the acceptance that balance can be subjective and ever-changing.
 
While acknowledging the challenges posed by additional responsibilities, Gabrielle also highlights the positive shift towards prioritizing mental health and well-being. She expresses concerns about lingering expectations and responsibilities on women but remains optimistic about the increasing flexibility and choices for employees.
 
Key Takeaways:
Think beyond product sales and create experiences that align with your brand's essenceFoster a company culture where conversations about well-being and work-life balance are encouraged and supportedDevelop a workplace culture where ideas can come from anywhere, promoting innovation and inclusivity
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