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January 14th, 2021
1:00 pm - 2:00 pm EST

RIW21 Break Out: Optimizing Your Marketplace Sales Experience



Optimizing Your Marketplace Sales Experience
Join experts at leading platforms, solution providers and agencies to learn best practices for effectively optimizing marketplace selling through SEO, competitive pricing, digital product placement, and fulfillment.
About the Breakout Format:

-There will be multiple concurrent sessions hosted via Zoom over the course of one hour.
-You will have the ability to choose which session you would like to attend during the hour in real time and you can also navigate between multiple sessions.
-We will be recording sessions and posting after the event if there are multiple sessions you want to check out.

Breakout Room Sessions

Topic: Unravelling Tax Compliance for eCommerce and Marketplace Sellers
Host: Liz Armbruester, SVP of Global Compliance at Avalara
In this session, Liz Armbruester, SVP of Global Compliance at Avalara, will detail the ins-and-outs of tax laws that impact eCommerce and Marketplace sellers. From marketplace facilitator laws in the U.S. to new supplier laws post-Brexit, retailers selling across online channels face an array of tax challenges. Liz will provide an overview of these laws and how they impact sellers, as well as how to effectively manage the complexity to reduce audit risk and interruptions to customer service.

Topic: Winning with Differentiated Offerings
Host: Sarah Hill, Lead Program Manager, Target Accelerator, Daniel Vitello, Founder of Cooklist, Tahreem Arshad, Founder of Sozie, and Iva Teixeira, Founder of The Good Face Project
Differentiated assortments and experiences are more important than ever in the retail landscape. Hear from innovators and leaders in the space who have come through the Target Tech Accelerator, as they offer unique insights and experiences for retailers and their guests.

Topic: So many marketplaces, so little bandwidth: Striking the perfect balance with your eCommerce mix
Host: Patrick Brady, VP, eCommerce Consulting and Alex Gibbs, VP of Data and Technology Partnerships, Night Market
DTC, Amazon, Walmart, Etsy, Farfetch… the list of places your brand can appear in the digital age knows no end. In this session, Patrick Brady and Alex Gibbs, both from Night Market, a new venture from media buying powerhouse Horizon Media, will talk through some strategies to help retail and brand executives think through how to weight their eCommerce presence.

Topic: How to marry a DTC strategy to a Marketplace Strategy
Host: Lisa Penelton, EVP of Strategy at Critical Mass, Joe Scartz, Chief Digital Commerce Officer at Velocity Commerce Group, and Bill Hahn, VP Marketing at Hairclub
How do you marry a DTC strategy to a marketplace strategy? What does an e-commerce pivot entail in 2021? How do you launch a legacy brand on Amazon 3P and grow a whole new revenue stream? In the days ahead, many (of not all) businesses are going to need smart, actionable answers to these and other questions. Join digital transformation experts from Velocity Commerce Group and Critical Mass as they talk about how brands can seize new opportunities and embark on transformative change quickly, profitably, and successfully.

Topic: DTC 2 D2Me: Birchbox and Shopify talk about creating the new reality of today’s open marketplace
Host: Ben Dietz and Ben Pruess, from Mad at Marketing, Ali Edgerton, President of Birchbox, and Jon Wexler, Shopify’s VP of Creator & Influencer.
Mad at Marketing’s Ben Pruess and Ben Dietz unpack how brands, platforms, creators and consumers are creating the new reality of today’s open marketplace in real time, in conversation with Birchbox President Ali Edgerton and Shopify’s VP of Creator & Influencer, Jon Wexler.

Topic: How brands like Old Navy, Corona® and e.l.f. Cosmetics are leaning into the purpose funnel to drive mobile purchases
Host: Chris Anthony, Senior Vice President, Brand Partnerships at Group Nine Media
2020 brought not only a pandemic but also increased attention to important social causes coupled with consumers’ behavioral shift to more time spent watching content and shopping on mobile devices from the safety of their homes. Chris Anthony will discuss how the purpose funnel drives the purchase funnel and how brands like Old Navy, Corona® and e.l.f. Cosmetics created curated shops on Group Nine’s Swipe.Shop platform that spark and serve real change across underserved communities and small businesses — all through mobile commerce. Hear how aligning with optimistic, purpose-driven brands not only deepens relationships with audiences, but helps drive the bottom line.

Topic: How sellers can optimize their marketplace strategy throughout the end-to-end consumer journey.
Host: Scott Lachut, Partner, President Research & Strategy & Lauren Lyons, Strategist, PSFK
The online marketplace model is incredibly popular amongst shoppers and, for many, their first stop when shopping for products online. While one-size-fits-all shopping destinations streamline the browsing process for consumers, it can be incredibly challenging for brands to both stand out as well as own the customer experience on these platforms. Join PSFK to learn how marketplaces and their sellers of any size and scale can optimize their digital marketing and selling strategies, stand out within an increasingly crowded marketplace landscape, and engage consumers within these commerce platforms.

More session to be announced!
Chris Anthony from Group Nine Media


The Speakers

Liz Armbruester

Liz Armbruester oversees global compliance operations at Avalara. Liz brings more than 20 years of leadership experience from a variety of technology sectors including software, media and services and is known for her strong track record of innovative problem solving, process optimization and ability to deliver automation for efficiency and scale. Her strong commitment to operational excellence and aptitude for partnering cross-functionally helped her drive value in her prior roles with Vubiquity, a provider of content monetization technology, and Zilog, a computing microcontroller manufacturer.

Lauren Lyons

Lauren Lyons is a Strategist at PSFK, developing content around retail innovation to support and inspire client initiatives.

Scott Lachut

Scott Lachut is Partner/President of Research and Strategy at PSFK. For 10+ years, Scott has delivered insights to world-class brands. He studies emerging cultural signals to create frameworks for understanding change and its impacts, allowing him to paint a picture of the future, identify new opportunities and develop strategies for how to leverage them.

Joe Scartz

Joe, an accomplished marketing executive, as VCG’s fearless Chief Digital Commerce Officer, oversees all digital commerce strategy and execution.

Joe has contributed to more than 20 years of success for brands including Harley-Davidson, United Airlines, Budweiser, Clorox and Hershey, an impressive history of helping agencies and Fortune 500 companies meet their strategic and financial goals.

Lisa Penelton

Lisa loves puzzles. Logic is her hobby and her job. It is not always easy to find the right balance between empirical rigor, available data and client needs—but she thrives on the challenge. Her favorite days allow her to find elegant solutions to tough problems. Lisa has more than 25 years’ experience in modeling, analysis and optimization – 20 years of that in marketing with the last 15 blending online and offline. She has a long history of customer and market-level analysis with a career focused on comparative methodology and program optimization. Today she manages a global team of data scientists, optimization experts and tracking savants all focused on brand growth and program efficiency. Lisa prepared for her marketing career as an academic researcher at the University of Chicago, Northwestern University and the University of Illinois. Lisa holds a master’s degree from the Irving B. Harris School at the University of Chicago and a bachelor’s degree from the University of Illinois. She is a fourth generation Chicagoan (who will probably never leave.) She spends every free minute playing, watching or training for tennis.

Alex Gibbs

Alex is taking 2020 by storm with the launch of eCommerce
consultancy Night Market. A Cynopsis Top Woman in Digital, Alex has
leveraged her expertise to develop comprehensive eCommerce
strategies for their clients and launched 6 core products and service
offerings this year alone. She brings a wealth of tech. & retail
experience having mobilized the architecture of many top 100 brand
websites and apps and 10+ years of experience across agencies,
clients, and consultancies.

Patrick Brady

Patrick Brady is VP, eCommerce Consulting at Night Market (a Horizon Media company)  where he leads engagements to define and implement OmniCommerce strategies for clients.

With over 20 years of experience, he has been participating in the evolution of digital media and eCommerce and since their emergence during the dot-com boom through to the present day. During that time he has held Digital Strategy and Marketing roles with a number of leading agencies and consultancies including Razorfish, Sapient and Accenture Interactive, working with brands in multiple industries – including Retail, CPG, Hospitality, Sporting Goods, Entertainment, Automotive, Telecoms, Pharmaceuticals, Financial Services – and international markets including the US, Latin America, Canada and the E.U.

His client-side experience includes Hilton Corp., where he spearheaded early corporate initiatives to grow online revenue and increase the online marketing effectiveness of Hilton Hotels Corp.’s nine hotel brands in both domestic and international markets.

Patrick completed a Bilingual M.B.A. at IESE Business School in Barcelona, Spain and is recognized for being forward-thinker with a focus on results and a track record of improving marketing and eCommerce effectiveness.

Bill Hahn

Bill is a life long student of the Marketing Communications/Marketing Services industry. As part of his 25+ years within Omnicom Group, he led Alcone Marketing Group as CEO/President… including having been recognized as PROMO Agency of the Year along with a regular Hub Top 20 Shopper Marketing Agency and Chief Marketer Top Shop . On his watch, he built and established teams that generated unparalleled client satisfaction scores and delivered integrated marketing programs that drove measurable results for clients.

Clients included the brands of leading marketers such as Unilever, Pernod Ricard, Heineken, FEMSA, Bayer, Nestle, Mercedes Benz, Arby’s, LG, California Lottery, Logitech, Mark Anthony Brands, Burger King and AT&T. He’s been recognized as a Who’s Who in Shopper Marketing and was a founding member of the CEO Council within the PMAA/BAA.

Bill now leads Marketing for Hairclub, the global leader in Hair Regrowth, Replacement and Restoration… located in Boca Raton, FL

Chris Anthony

Chris Anthony is Senior Vice President, Brand Partnerships at Group Nine Media — the no. 1 video publisher on mobile in the U.S. In his role, Chris leads strategic partnerships with advertisers to leverage Group Nine’s five mobile-first brands, which include Thrillist, NowThis, POPSUGAR, Seeker and The Dodo to connect with their hyper-engaged young audiences. Prior to Group Nine’s acquisition of POPSUGAR in 2019, Chris was Vice President, East Coast Brand Partnerships for the women’s lifestyle publisher. Before POPSUGAR, he held sales positions at The Walt Disney Company, Mode Media and AOL. Chris has served on various panels at Columbia Business School, ANA and Soho House, among others.

Sarah Hill

Sarah is Lead Accelerator Manager at Target. She managed the former Techstars partnership, as well as the joint Accelerator partnership between METRO AG and Target.  Prior to joining the Target New Ventures and Accelerators team, Sarah worked at Arizona State University where she co-founded the first university Accelerator program working with thousands of faculty, student and Alumni entrepreneurs. She earned her MBA from W. P. Carey School of Business.

Ben Pruess

Ben Pruess is a fashion, footwear and outdoor industry expert who most recently President of Retail North America for Tommy Hilfiger. Where he was responsible for leading merchandising, strategic planning and allocation of product, and retail store operations for Tommy Hilfiger stores in the United States and Canada, as well as its e-commerce business. He also had to lead his organization through the beginning of the pandemic and shift the priorities and process accordingly.Prior to this position at Tommy Hilfiger, Ben worked as the Global Vice President at Adidas Originals for 6 years from 2004 to 2010, overseeing all areas of design, marketing, merchandising, and GTM – a period of unprecedented growth for the brand and the foundation of today’s continued success. Subsequently, he joined the Under Armour team as President of Sport Fashion in 2016 to launch a new athleasure project for the brand.

Ben is also an active angel investor in the tech and  consumer goods space.

Preceding his corporate career, Ben was a professional snowboarder and photographer.

Ben Dietz
Ben Dietz is a business development and strategic marketing veteran who’s spent two decades at the intersection of media, brands and culture. From 2004-2020 he was key member of the leadership at VICE Media and co-founder of VIRTUE, the agency born from VICE, shepherding creative partnerships with brands ranging from Nike to Bank of America to GE to Mazda across digital, print, TV, experiential and social touchpoints. Prior to VICE, Ben was Executive Producer at digital video pioneer Heavy.com, and a marketing exec at Sony Music. He is publisher of the [SIC] Weekly newsletter and co-host of the Instagram Live video series “Mad at Marketing.”
Allison Edgerton

Allison Edgerton is the President of Birchbox for the US. In her role, Edgerton oversees all aspects of the company’s merchandising, planning, marketing, experience departments, including acquisition, retention, partnerships, digital product, creative, insights, and data & analytics.  She graduated from Colgate University with a Bachelor of Arts in Political Science, and after graduating pursued a 17+ year career in merchandising, marketing and category management.  She has spent the majority of her career building new brands for companies like Madewell, J.Crew, and Under Armour.

The RIW program has been developed to provide inspiration and direction to executives working in retail, at brands and their partner companies.

The Future of Retail festival has been produced by the team at Retail Innovation Week(R), a spin-off division from research and strategy think-tank PSFK.