Category: Interviews

Behind The Scenes of Coach’s “In My Tabby” Campaign

Maeve Billings August 21, 2024

At the 2024 CommerceNexty Awards, Coach received the Most Effective Brand Storytelling Award for the “In My Tabby” campaign. The campaign highlighted the iconic Tabby bag through personal stories from the Coach Family, including Lil Nas X and Camila Mendes, focusing on transformative moments and the strength found in what we carry. We sat down with Kimberly Wallengren, Vice President of Marketing, North America at Coach, to learn more about the inspiration behind “In My Tabby” and the brand’s approach to marketing. Read on for the full interview. Katja Teichmann: Can you tell us about the inspiration behind Coach’s “In My Tabby”

Behind The Scenes of e.l.f. Cosmetics’ True Crime Parody “Cosmetic Criminals”

Katja Teichmann August 8, 2024

At the 2024 CommerceNexty Awards, e.l.f. Cosmetics was honored with the Marketing Innovator of the Year Award for their creative and engaging true crime parody documentary, Cosmetic Criminals. This campaign humorously depicted the phenomenon of “e.l.f. pinching”—the act of borrowing makeup without any intention of returning it—prevalent in households everywhere. We sat down with Laurie Lam, Chief Brand Officer at e.l.f. Beauty, to learn more about the inspiration behind Cosmetic Criminals and the brand’s approach to marketing. Read on for the full interview. Katja Teichmann: Can you tell us about the inspiration behind Cosmetic Criminals? Laurie Lam: Cosmetic Criminals was born from

Behind The Scenes of Sephora’s SEPHORiA Event

Katja Teichmann July 25, 2024

At the 2024 CommerceNexty Awards, CommerceNext presented Sephora’s with the Best Use of a New Channel Award for Sephora’s SEPHORiA: House of Beauty, which merged digital and physical spaces in a tribute to beauty diversity, improving brand image and highlighting product distinction. We sat down with Kate Biancamano, Senior Director, Event & Experiential Marketing at Sephora to learn more about the inspiration behind the SEPHORiA event. Read on for the full interview. Teichmann: For those who haven’t been to a SEPHORiA event, can you paint a picture of what the event experience is like? Kate Biancamano: Absolutely! SEPHORiA is Sephora’s global annual beauty

Retail IT, Innovation and Omnichannel Insights with Adorama’s CTO

Katja Teichmann October 3, 2023

It’s a busy world out there for the IT professionals in retail. Between rapidly developing technologies and economic challenges, they’ve got their hands full. Here to talk about the current state of IT, innovation and omnichannel strategies is Hani Batla, CIO/CTO at Adorama. As one of the largest specialty retailers for consumer electronics and professional audio reading photography, Adorama has been through some exciting adaptations and developments over the last few years. Read on for the full interview with Batla, as we discuss key challenges, technological trends, the integration of ecommerce and physical retail and more. Katja Teichmann: What are one or two

How To Activate TikTok Marketing: A Case Study With Walmart

Katja Teichmann March 24, 2022

It’s no secret that in order to build lasting customer relationships, you have to meet customers where they are. The latest place consumers are spending a big bulk of time is TikTok—after blazing onto the social scene in 2017, platform adoption has grown rapidly. While the platform finds its footing within the retail ad space, some retailers are struggling to find the right voice and create conversions via TikTok content right now. However, one brand has it down to a science. We got the chance to sit down with Sarah Henry, Sr. Director, Content & Influencer Marketing at Walmart to dive into the

Women’s History Month: Celebrating Iconic Women in Retail

Courtney Haas March 11, 2022

Happy Women’s History Month! This month, we want to highlight the female leaders who are making huge contributions to our retail community. These women are paving the way for future female leaders through their hard work and dedication. Read below for their advice for the next generation. Barkha Saxena, Chief Data Officer at Poshmark “Cultivate relationships and identify mentors—take time to identify the right leaders, mentors, and teams that work best for you. These relationships are key not only for professional development, but can also be helpful when navigating challenges both personally and professionally. When making career decisions especially, focus on finding the

THE YES’ Julie Bornstein on Career Growth and AI Powered Retail Innovation

Amelia Poling October 25, 2021

CONVERSATIONS WITH COMMERCENEXT Episode 9: Career Growth and AI Powered Retail Innovation Ft: Julie Bornstein, Founder & CEO at THE YES Hear the full episode wherever you listen to podcasts or read the highlights below. From Finance to Fashion Julie Bornstein has years of experience with fashion ecommerce brands, including Nordstrom, Sephora, Urban Outfitters and Stitch Fix. She built Nordstrom’s online presence, oversaw Sephora’s website and loyalty program, served as the Head of Ecommerce for Urban Outfitters and helped grow Stitch Fix while preparing for its IPO. Now, Bornstein serves as the CEO and Founder of THE YES, a start-up building the future

Embracing Sustainability to Attract, Guide and Retain Shoppers

Katja Teichmann April 19, 2021

We’re in a climate crisis and consumers are looking for more and more ways to decrease their footprint in all aspects of life—and they expect companies to do the same. Working towards better sustainability is not only the right thing to do for consumers, but also for the planet. In this week’s webinar, Ryan P. Kelly, VP of Ecommerce & Alliance Marketing at FedEx Services shared industry data on sustainability, then was joined by Daren Hull, President at Vera Bradley, Saskia van Gendt, Head of Sustainability at Rothy’s and Sejal Solanki, VP, Ecommerce & Marketing at Coyuchi for a panel discussion on how

Marketing Attribution In Support Of A Full-Funnel Strategy

Katja Teichmann March 15, 2021

In our latest webinar, Marketing Attribution in Support of a Full-Funnel Strategy, Martin Šimo, Former CMO and Current CDP Principle at Bloomreach presented ways to mature your attribution and prepare for the death of cookies. Afterwards, he was joined by Kelley Sternhagen, VP, eCommerce, Marketing Analytics & Strategy at Cost Plus World Market, Geoff Sanders, CMO at Firstleaf and Houman Akhavan, CMO at CarParts.com for a panel discussion on marketing attribution best practices. Read the recap below and watch the replay here. SESSION RECAP Maturing Your Attribution Level Without Cookies Simo’s presentation focused mainly on the five attribution levels to help us calibrate

Create Meaningful Shopper Experiences With Digital Innovations

Katja Teichmann March 1, 2021

Brands are always looking to create meaningful connections with people. But, it can be a complicated endeavor—it requires understanding intent in the moment, personalized navigation, search and recommendations or offers. In our latest webinar What Makes Creating Meaningful Experiences for Your Shoppers So Hard?, Gaetan Gachet, Chief Strategy Officer at Algolia presented on what shoppers are looking for and how to improve their experience using AI. His presentation was followed by a panel with Chris Hardisty, SVP Ecommerce at Clarks, Kristin Smith, SVP Digital at Hanna Andersson and Alex Richardson, Chief Technology and Digital Officer at Frederic Fekkai Brands. Read the full webinar’s

Category: Interviews

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