Growth Sessions: eCommerce Advertising

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.

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.

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.

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.

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.

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.

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 growing a brand.

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.

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.

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.

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. 

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, Molzi takes a strategic look at how they can help clients expand into new geographical regions. 

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 growth.

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 relentless learning.

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 acquisitions, the introduction of new proprietary tech, Hyphen, and the demand for consumer and first party data.

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.

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 plans to seize the opportunity emerging in today's evolving landscape.

Thursdays starting September 16th.

Subscribe on your favourite podcast app or visit growthsessions.perpetua.io

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, Director of Agency Partnerships at Instacart, along with Alison Cayne, Founder of Haven's Kitchen, as they divulge Instacart advertising strategies that help accelerate sales and distribution at new retailers.

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 get acquired - the business behind scaling a profitable brand.

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.