BRAVE COMMERCE Adweek Podcast Network

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.

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On this episode of BRAVE COMMERCE, hosts Sarah Hofstetter and Rachel Tipograph sit down with Lorran Brown Cosby, Senior Vice President of Digital and E-commerce at Perrigo. Lorran discusses the groundbreaking launch of Opill, the first over-the-counter birth control pill, and its transformative impact on women's health and accessibility. She shares insights into Perrigo's digital commerce strategies, the importance of building retailer confidence, and the unique challenges of marketing sensitive health products. Additionally, Lorran delves into how Perrigo's dual role as a manufacturer and brand builder supports both their proprietary brands and private label products for major retailers, enhancing consumer trust and loyalty.
Lorran begins by introducing Perrigo and its extensive range of products that likely reside in every household. From allergy relief to infant formula, Perrigo's self-care categories are vast. Lorran highlights the company's unique position as both a manufacturer of national consumer brands and private label products for major retailers. This dual role allows Perrigo to reach a broad consumer base while building trust and loyalty through reliable and accessible products.
The conversation then shifts to the launch of Opill, a game-changing over-the-counter birth control pill. Lorran explains the meticulous planning and research that went into this launch, emphasizing the significance of providing accessible contraception to women across the United States. She discusses the comprehensive marketing strategy that included building awareness, trust, and a strong online presence to support the product's success. Lorran also touches on the collaborative efforts with retailers to ensure the product's visibility and accessibility in both physical and digital stores.
In the final segment, Lorran addresses the challenges of marketing products in what is considered a "blush category." She explains how Perrigo navigates sensitive health topics while building consumer trust and confidence. By leveraging data and insights from global markets and focusing on personalized consumer experiences, Perrigo effectively communicates the value and accessibility of their products. Lorran's insights into digital marketing, consumer behavior, and the strategic importance of private label products provide a comprehensive look at Perrigo's innovative approach to e-commerce and brand building.
Takeaways:
Game-Changing Access: Perrigo's launch of Opill, the first over-the-counter birth control pill, marks a significant advancement in women's health, providing unprecedented access to contraception and supporting the ongoing conversation around women's reproductive rights.Strategic Retail Collaboration: Lorran highlights the importance of building retailer confidence through data-driven insights, global market research, and a comprehensive marketing strategy, ensuring successful product launches and sustained consumer interest.Navigating Sensitive Categories: Perrigo's approach to marketing sensitive health products involves creating personalized consumer experiences, leveraging global insights, and effectively communicating product benefits to build trust and loyalty among consumers.

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Join hosts Sarah Hofstetter, President of Profitero, and Rachel Tipograph, Founder and CEO of MikMak, in an insightful episode of BRAVE COMMERCE featuring Kheri Tillman, EVP and Chief Marketing Officer of BlueTriton Brands. Together they dive deep into the strategies and stories behind one of the leading names in the water industry.
Kheri Tillman shares the journey of BlueTriton Brands, highlighting their impressive portfolio of regional spring waters like Poland Spring, Deer Park, and Arrowhead. She discusses the unique approach of sourcing water locally, the strategic acquisitions such as Saratoga, and the innovative launch of new products like ionized water brand, Action. Discover how BlueTriton is making waves in the market by staying true to its core values and adapting to consumer demands.
In this episode, Kheri also delves into her transition from publicly traded companies to a PE-backed portfolio, the challenges and opportunities in the ever-evolving beverage industry, and the importance of maintaining a strong brand presence amidst the rise of private labels. Learn how BlueTriton continues to thrive by embracing change, fostering clear communication, and celebrating successes.

Key Takeaways:Strategic Portfolio Management: Insights into BlueTriton's diverse range of water brands and the importance of local sourcing.Marketing and Innovation: How BlueTriton stays ahead with new product launches and targeted marketing strategies.Leadership in Change: Kheri Tillman’s approach to navigating industry changes and driving growth through effective leadership and communication.
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In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter are joined by Colgate Palmolive’s Diana Haussling, Senior Vice President and GM of Consumer Experience and Growth, CMO and Amy Benford, VP GM of Integrated Marketing. Together, they delve into the transformative experiences and invaluable insights gained at the Cannes Lions International Festival of Creativity. The discussion navigates through the unique value Cannes provides, from serendipitous encounters leading to innovative partnerships to the pivotal role of retail media in contemporary marketing strategies. 
Diana and Amy emphasize how Cannes acts as a melting pot for creativity, data, and innovative collaborations, fostering an environment where groundbreaking ideas can flourish. They share anecdotes illustrating the serendipity of networking opportunities at Cannes, such as an impromptu meeting with Jay Shetty that blossomed into a fruitful partnership for Colgate Total. The conversation also highlights the importance of shifting from transactional interactions to visionary dialogues, allowing for the exploration of the art of the possible in brand marketing. 
Furthermore, the episode underscores the growing significance of retail media and its evolving role in the marketing ecosystem. Diana and Amy discuss the intersection of media, tech, and brand partnerships, shedding light on how retail media is no longer confined to the lower funnel but is now integral to creating a holistic storytelling experience. They also touch on the responsibility of marketers in the age of AI, emphasizing the need for ethical considerations and responsible innovation as the industry navigates this rapidly advancing landscape.
Key Takeaways:
The Value of Serendipitous Networking: Cannes Lions provides a unique environment where unplanned interactions, such as the encounter with Jay Shetty, can lead to innovative and impactful brand partnerships.
  
Retail Media's Evolving Role: Retail media is transforming from a lower-funnel tactic to a crucial component of holistic marketing strategies, enabling brands to create comprehensive storytelling experiences.
Responsible AI in Marketing: As AI becomes increasingly prevalent, marketers must prioritize ethical considerations and responsible innovation to shape the future of the industry positively.


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In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Michael Rosenberg, founder and CEO of PIM Brands, to explore the fascinating journey of his company. Initially founded as "Promotion in Motion" with the idea of advertising on tractor trailers, Rosenberg's company has transformed into one of North America's leading confectionery businesses. He shares the intriguing backstory of how a licensing deal with Columbia Pictures for Annie-shaped cookies marked the beginning of their success in the food and candy industry, eventually leading to their rebranding as PIM Brands. Rosenberg emphasizes the importance of adaptability and innovation, crucial elements that have driven the company's growth and evolution over the years.
Rosenberg delves into the strategic pillars that have fueled PIM Brands' impressive 15% annual growth for over four decades. He outlines the company's focus on five key areas: innovation, consumption, distribution, promotion, and exportation. By maintaining a pulse on market trends, investing in technology, and expanding globally, PIM Brands has successfully navigated the ever-changing landscape of the confectionery industry. Rosenberg also highlights the significance of having a talented team and fostering a culture of continuous learning, which has been instrumental in achieving sustained growth and profitability.
Additionally, the episode touches on the personal aspects of running a family business, with Rosenberg's children now joining the company and bringing fresh perspectives and leadership. He shares his passion for the business and his approach to maintaining energy and enthusiasm after decades in the industry. Rosenberg's story is not just about building a successful company but also about creating a legacy that combines innovation, family values, and a genuine love for bringing moments of joy to consumers through their products. Tune in for a compelling conversation about resilience, strategic growth, and the sweet success of PIM Brands.
Takeaways:

Strategic Growth Through Innovation: Learn how PIM Brands has maintained a 15% annual growth rate by focusing on five strategic pillars: innovation, consumption, distribution, promotion, and exportation.Adaptability and Market Awareness: Discover the importance of staying ahead of market trends, investing in technology, and expanding globally to navigate the ever-changing landscape of the confectionery industry.Family Business Dynamics: Gain insights into the benefits and challenges of running a family business, as well as the role of passion and enthusiasm in driving long-term success and building a lasting legacy.
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Loretta Franks, Global Chief Data & Analytics Officer at Kellanova, started her career at Kellogg’s seventeen years ago. Thanks to a recent spinoff, she now works at a company with a 118 year legacy that is also a start-up. In this conversation, recorded live on June 4th, 2024 at Shoptalk Europe in Barcelona, Loretta shares the experience of managing IT through the separation of Kellonova from WK Kellogg Co as well as how she successfully leads a data and analytics organization across 180 countries and an extensive array of product categories.
In spinning off Kellanova, Loretta oversaw the transition of 300 different IT systems, the creation of 7K+ individual user IDs, and did so while maintaining the supportive and fun culture that kept her at the company for so many years. The success of these transitions required that all bets were off as far as silos “We had a job to do and that was to make sure that we continued to supply our customers, continued to delight our consumers, and continued to keep running the business.”
Despite the 118 year legacy of the Kellogg’s brand, Kellanova is facing the future with a startup mentality and this perspective shift also triggered a cultural shift. The company added courage to its key values of accountability and integrity and they shaped their strategy in order to differentiate, drive and deliver. When it comes to data and analytics in particular, Loretta focuses on the business need or problem and backs their processes, tools, and goals into those needs. 
Every day requires thoughtful prioritization to meet the needs of so many brands across so many markets. Loretta balances speed, risk and value in order to help her team address organizational needs and assess new opportunities successfully. She emphasizes the need for strong partnerships to succeed in a cross-functional role.
Key Takeaways:
Focus on what you are trying to achieve and finding the right solution for itIn a time of change, transparency and teamwork are the keys to successLook after your talent and ensure they have a career path

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