April Berthene
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Shopper/Retail
How Polywood’s Chief Digital Officer Increases Repeat Purchases, Conversion and More
Chief Digital Officer Ben Spiegel shares how he is transforming Polywood into a lifestyle brand with better personalization and a robust in-house marketing team.
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Top Women Network
Samples, Short Videos Drive Supergoop’s Marketing Strategy, CMO Says
CMO Lauren Weinberg drives growth with highly visible retail placements, short videos and changing what isn’t performing.
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Shopper/Retail
Economy Squeezes Back-To-School Spending, Deloitte Finds
Parents plan to cut discretionary back-to-school purchases and spend less per child. Retail marketers need to emphasize the value they provide to shoppers.
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Shopper/Retail
Gritty Ambassadors To Increase Brand Awareness At Every Man Jack
The personal care brand refreshes its packaging, launches a new brand platform and taps sports influencers in a push to increase its marketing efficiency, said the VP of Brand.
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Shopper/Retail
Tractor Supply CMO Aims to Balance AI With The Human Connection
At CommerceNext, Tractor Supply’s Chief Marketing Officer discusses how the retailer is using AI to do more, but still keeping its stores and employees as the hub of its brand.
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Shopper/Retail
Target’s VP of Creative Shares Tips After Winning In-House Marketing Agency of the Year
Target’s in-house team of 400 marketers creates worlds and stays true to its brand identity, VP of Creative Scott Swartz says in this Q&A.
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Shopper/Retail
How a Well-Known License Propels a Toothbrush Brand
How U.K.-based toothbrush brand Ordo is breaking into the U.S. by marketing its electric children’s brushes with Squishmallows, Wicked and Minions licenses.
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Shopper/Retail
Naturium CMO Jake Galtere Explains Why Community Is the Skincare Brand’s Superpower
Naturium, the skincare brand owned by E.l.f. Cosmetics, launched a new campaign that features 11 real customers. CMO Jake Galtere shares the details.
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Shopper/Retail
Chewy Chases World Cup Attention With Cuddle Shuttle
The Florida-based pet care brand is capitalizing on The World Cup in its backyard by being a host city sponsor and providing therapy dogs to fans.
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Shopper/Retail
How FragranceNet Weighs the Cost of RCS Marketing
The newer form of text marketing, rich communication services, delivers more engagement from shoppers but a richer price tag for retailers.
