Growth Sessions: eCommerce Advertising

Andrew Lipsman, Insider Intelligence: The future of retail media | Growth Sessions Podcast

April 13, 2023 04:01 - 43 minutes - 40.4 MB

In this episode Adam chats with Andrew Lipsman, Principal Analyst at Insider Intelligence about his four pillars of growth for brands in 2023. They discuss retail media moving up the funnel into new formats, and how to best deliver digital experiences and advertising to shoppers when they are in a shopping mindset. Andrew also shares his predictions for offline attribution and the emergence of partnerships between publisher networks with ample inventory opportunities.

Gabi Lewis, Magic Spoon: Beyond DTC and influencers as investors

March 23, 2023 04:01 - 49 minutes - 46 MB

In this episode Adam chats with Gabi Lewis, Co-Founder at Magic Spoon about Magic Spoon’s recent expansion from DTC to over 7000 stores across the US from Walmart, to Target, Albertsons, and more. They discuss how they use a flavour launch strategy to drive repeat purchases, Adam’s love for Magic Spoon, and how to win everywhere Magic Spoon is. Gabi also dives into how Magic Spoon works with creators and leverages influencer marketing from influencers as investors, to product collaboration.

Paras Shah, Georgia Pacific: The growth hack mindset

March 16, 2023 04:01 - 45 minutes - 42.4 MB

In this episode Adam chats with Paras Shah, Director of Omnichannel Shopper Marketing at Georgia Pacific about the power of experimentation and data to driving success. They discuss how Georgia Pacific employs growth hack strategies to optimize the path to purchase, and how data is at the “start and heart of every decision” they make. Paras also shares how to reach people across fulfillment options and how he approaches incrementality.

Daniel Millar, Beekeeper's Naturals: Upper funnel advertising and the shift to Amazon

March 09, 2023 05:01 - 45 minutes - 42.5 MB

In this episode Adam chats with Daniel Millar, CGO of Beekeepers Naturals on being retail-first and expanding their brand beyond DTC. They discuss why brands should be investing in Amazon now more than ever, and how they tell their brand story using the Amazon DSP. Daniel also dives into Amazon’s direct feedback loops, and the impact TikTok has had on both in-store and online sales.

Aisha Khan, Momentum Commerce: The next frontier and creating content that converts

March 02, 2023 05:01 - 50 minutes - 46.9 MB

In this episode Adam chats with Aisha Khan, Vice President of Strategy, Planning and Insights at Momentum Commerce on what the next frontier for brands will be. They discuss the simplification of content, and the science behind content’s role in optimizing ads to drive increased conversions. Aisha also shares her perspective on how to allocate budget across channels, the value of taking off-Amazon brands to Amazon, and the impact Amazon Marketing Cloud will have on funnel attribution.

Freddie Liversidge, Hewlett Packard: Building an in-house media agency

February 23, 2023 07:01 - 37 minutes - 35.5 MB

In this episode, Adam chats with Freddie Liversidge, Global Head of Media at Hewlett Packard, on the proliferation of retail channels and the growth of digitally enabled media. They discuss the impact the death of cookies will have on measuring the success of your ads, the massive growth in digital out-of-home, and connected TV. Freddie also shares how he determines when to build out in-house teams versus when to work with external partners.

Calvin Lammers: Building out of the box brand collaborations

February 16, 2023 05:01 - 44 minutes - 41.7 MB

In this episode, Adam chats with Calvin Lammers, an omnichannel emerging CPG brand leader, on his takes on brand collaborations and the art of “drop culture.” They discuss how to reach audiences efficiently, leveraging User Generated Content for OLV ads, and the power of an “absolutely gangbusters” operational team to building successful eCommerce businesses. Calvin also shares his takes on the interconnectivity of retail media, DTC and marketplaces as the key structural components of growin...

Ju Rhyu, Hero Cosmetics: Exit Strategies and Building an Amazon-First Brand

February 09, 2023 05:01 - 50 minutes - 46.9 MB

In this episode, Adam chats with Ju Rhyu, Co-Founder and CEO of Hero Cosmetics on her monumentous exit to Church and Dwight. They discuss Hero Cosmetics early beginnings as an Amazon-first brand, merchandising strategies, and how the Hero Cosmetics team determines their media mix across retailers and DTC. Ju also shares her approach to revenue allocation, how to find efficiencies across channels, and what the future will look like for emerging brands in 2023.

Mudit Jaju — Leveraging non-eCommerce media to drive eCommerce outcomes with Wavemaker

November 04, 2021 04:00 - 41 minutes - 75.6 MB

In this episode, Adam chats with Mudit Jaju, Global Head of Commerce at Wavemaker on integrating eCommerce into overall business objectives. The discuss how advertisers can leverage non-eCommerce media to drive eCommerce outcomes, and set the right KPIs with measurement and attribution. Mudit breaks down how to build brand experiences with contextual targeting, and how luxury brands are tackling eCommerce by investing in and understanding the need for a comprehensive data ecosystem.

John Shea — Unlocking value for DTC brands in digital marketplaces with Momentum Commerce

October 27, 2021 19:13 - 42 minutes - 78.5 MB

This episode, Adam chats with John Shea CEO & Founder of Momentum Commerce on how DTC brands can unlock value in digital marketplaces. John dissects how brands can win with digital shelf analytics and succeed long term. We cover what the table stakes are for brands to be on Amazon and how they can leverage Amazon to launch new products and build brand offence.

Mark Power — Scaling brands with streamlined retail operations at Podean

October 20, 2021 22:22 - 42 minutes - 77.4 MB

In this episode Adam chats with Mark Power, Founder & CEO of Podean, a global Amazon agency and marketplace consultancy firm. Mark and Adam discuss the importance of streamlined retail operations to help scale brands across Amazon and other marketplaces. Mark dives into the balance between operations and advertising, Amazon's innovation pace, and what the next phase of consumer engagement could look like for eCommerce.

Ethan Kitching — Building brands on Amazon and global commerce expansion with Molzi

October 13, 2021 22:06 - 35 minutes - 50 MB

In this episode, Adam chats with Ethan Kitching, Chief Commercial Officer at Molzi on how to effectively build brands on Amazon. From challenging and realigning with brands on goals to finding scalable growth models, get a glimpse of how Molzi stands out from the competition. Ethan also breaks down Molzi's global commerce expansion, from new offices in Spain and Brazil, to how agencies can build a global team that collaboratively pushes the needle forward. And as a 3P reseller themselves,...

Gemma Spence — Scaling retail media with organizational design at Omnicom

October 06, 2021 23:20 - 49 minutes - 69.2 MB

This episode of Growth Sessions, Adam chats with Gemma Spence, Chief Commerce Officer at Omnicom Media Group on how a strong organizational design can help scale retail media businesses. Gemma dives into how agencies should be thinking about structuring their teams and playbooks for success. From holistic strategies that cover the full customer journey, to building a curated, personalized shopping experience for consumers, Gemma talks through how Omnicom is approaching eCommerce's rapid gr...

Chris Moe — Building CPG brands on Amazon with Cartograph

September 29, 2021 21:06 - 49 minutes - 92.7 MB

This episode of Growth Sessions, Adam is joined by Chris Moe, Co-Founder & President of Cartograph to discuss how to build successful "better for you" CPG brands on Amazon. Chris shares how Amazon fits strategically into a CPG business. Learn how Cartograph has mapped out a playbook that has helped them scale to over 60 brands in 3 years with a combination of Amazon expertise, upstream work, and understanding unit profitability, along with cultivating an experienced team and encouraging re...

Chad Hetherington + Billy Courtney — Bridging digital & physical Retail at The Stable

September 22, 2021 21:04 - 50 minutes - 68.7 MB

In this episode Adam and guest co-host Mark Wagman, Managing Director at Medialink sit down with The Stable's Chad Hetherington, CEO, and Billy Courtney, Head of Digital Partnerships, to talk about bridging the gap between between digital and physical retail and the key to building successful omnichannel strategy. What excites them about emerging channels and retailers? Why is it crucial for brands to differentiate creative? Chad and Billy break down the strategy behind their latest acquis...

Amy Lanzi — Building people, processes and product at Publicis Commerce

September 16, 2021 04:21 - 46 minutes - 85.8 MB

In this episode Amy Lanzi, North America Practice Lead at Publicis Commerce sits down with Perpetua's Adam Epstein to talk about breaking Amazon, and how the Publicis Commerce practice was built around people, process and product. Amy dives into commerce's shift from a speciality role to part of the regular course of business that should be inclusive of commerce. We also touch on role of community commerce and TikTok, and why every product should be treated like its own small business.

How top agencies are crushing eCommerce growth

September 09, 2021 13:24 - 2 minutes - 4.72 MB

Season 3 features guests from top agencies like Amy Lanzi at Publicis, Mudit Jaju at Wavemaker, Gemma Spence at Omnicom, and more. This season on Growth Sessions, join hosts Adam Epstein, VP of Growth at Perpetua, Donna Sharp, Managing Director at Medialink, and Mark Wagman, Managing Director at Medialink, as they take a look at how some of the world's biggest agencies approach building and growing successful retail media and eCommerce businesses, the obstacles they've overcome, and their ...

How to drive market share at new retailers with Instacart Ads

April 05, 2021 18:59 - 52 minutes - 72.7 MB

So you just added a new retailer, now what? How do you accelerate sales? How do you drive successful expansion at your new retailer? Enter Instacart Ads. Instacart has dominated online grocery in the last year, bringing a marketplace of grocery retailers to a single app. With brands vying for control of market share, it's crucial that you capitalize on the advantages of Instacart advertising to help increase your sales velocity early. In this talk, you'll hear from Suzanne Skop,...

Get funded, get acquired

March 04, 2021 21:57 - 59 minutes - 81.2 MB

Got a successful Amazon business? If so, are you asking yourself how to take it to the next level? Or, have you ever considered cashing in on the business that you built? In this talk, you'll hear from Ari Horowitz, CEO of Yardline, on how to get funded - with strategies to purchase new inventory, invest in advertising, and grow both top-line sales and profits. You'll also hear from Chris Bell, Founder & CEO of Perch, and Brenton Howland, Founder & CEO of Forum Brands, on how to...

Growth infrastructure for eCommerce

February 24, 2021 18:57 - 36 minutes - 49.9 MB

Perpetua is back with our re-branded eCommerce and Advertising podcast series Growth Sessions. Tune in to our first Growth Sessions as our host Adam Epstein dives into Growth infrastructure for eCommerce with Perpetua President Joe Rideout.

Standing out in nutrition

August 21, 2020 19:04 - 55 minutes - 51.2 MB

The way we purchase health products has fundamentally changed. Gone are the days of going to health and nutrition stores. These products are purchased online. Yet, standing out and cutting through the noise is a challenge in this highly competitive category. In this talk, you'll hear from Michael Brandt - ex-Google, triathlete, and now Co-founder and CEO - on how, venture backed, HMVN has been able to leverage both DTC and Amazon for channels of ecommerce growth. He'll be sharing tenets ...

How to scale a beauty brand on Amazon

July 31, 2020 21:06 - 39 minutes - 45.3 MB

Beauty and personal-care products compete in arguably the most competitive category on Amazon - yet enormous opportunity exists for those brands who are able to stand out. In this chat, you'll hear from Co-Founder and CEO of Hero Cosmetics, Ju Rhyu, as she walks us through the strategies her beauty brand has implemented to remain profitable and competitive on Amazon. Topics that will be covered: Price pack architecture strategies that gain exposure and maximize profits How to design ...

Moving up the funnel with Amazon DSP

July 23, 2020 23:41 - 54 minutes - 50.6 MB

Amazon DSP's unparalleled access to first party shopping data presents myriad opportunities to advertisers. In this talk, you'll hear from two media leaders in programmatic display and ecommerce: Price Glomski, EVP of Digital Commerce at PMG and Lisa Senensky DSP Lead at Perpetua on how they build full funnel media plans for their clients. Learn from best practices and tactics that PMG and Perpetua have developed in working with global brands like Chaps, Crocs, and Cole Haan. Topics ...

Transforming Amazon into a profitable channel

July 16, 2020 20:43 - 53 minutes - 42.8 MB

As media budgets grow and fulfillment models face heightened scrutiny, yesterday's Amazon strategy must evolve at the dynamic pace of this evolving marketplace. In this talk, you'll hear from the ever-gregarious: Mark Power, CEO of Podean - a global Amazon agency and marketplace consultancy - author of Amazon for CMOs, and former MD of IPG's Amazon Centre of Excellence. Learn how Podean advises brands to rethink their Amazon strategy by breaking components of the marketplace dow...

Amazon strategy for DTC brands

June 25, 2020 21:09 - 56 minutes - 45.5 MB

DTC brands in certain CPG categories are flocking to Amazon, and with the right strategy, the opportunity for growth is abundant. Join Adam Epstein, Perpetua's VP of Growth, as he goes deep with industry leaders on key trends shaping the Amazon and eCommerce industry. In this first chat, you'll hear how Chris Moe and Jon Willbanks, Co-founders of Cartograph, have taken brands like Justins, Lily's Chocolates and Country Archer to millions in sales in a matter of months. Join us to learn...

Growth Sessions: eCommerce Advertising

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