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.

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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.

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In this episode of the BRAVE COMMERCE podcast, co-hosts Sarah Hofstetter and Rachel Tipograph are joined by Sarah Larsen, Chief Marketing Officer of Samsung Home Entertainment. Sarah shares her journey from organizing soccer team outings as a ten-year-old to leading the marketing efforts at one of the world's most iconic tech brands. She credits her father for instilling a love of marketing, combining creativity with analytical skills to solve business challenges.

Sarah dives into the unique culture at Samsung, where a "never satisfied" mentality drives continuous innovation. She explains how the company’s ethos of accountability and relentless improvement resonates with her own approach to marketing leadership. This conversation offers listeners insight into how Samsung maintains its position as a leader in the consumer electronics industry by anticipating consumer needs and fostering a culture of experimentation.

Finally, Sarah discusses her bold approach to influencer marketing, highlighting the importance of genuine partnerships over transactional relationships. She reveals how Samsung’s focus on culturally relevant content and smart, creative storytelling has paid off in both brand health and sales.

Key Takeaways:

• Discover how Sarah Larsen’s early love for marketing shaped her approach to leadership at Samsung.
• Learn about Samsung’s unique company culture and how it drives innovation and accountability.
• Understand Samsung’s unconventional influencer marketing strategy and its impact on brand health and sales.

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