Beyond The Shelf

This week's guest is Brian Anthony.  Brian  was in retail media before it was even called retail media. From his early days at Triad, helping launch the first LeBron James campaigns on walmart.com, to his current work shaping strategy across RMNs and brands, Brian brings a wealth of perspective to the evolution of the space.In this episode, he and Dave talk about:The early days of retail media and how far it’s comeWhat makes great creative (hint: simplicity, alignment, and execution)How to bridge the gap between brand and retailer voiceWhy data is only as good as the creative that brings it to lifeTips for streamlining approval workflows and avoiding late-stage breakdownsWhat every brand should be asking before launching a campaignConnect with Brian on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

This week we welcome Melissa Burdick, Co-Founder and President of Pacvue, the leading Commerce Operating System that unifies retail media, commerce management, and measurement. A former Amazon executive with nearly a decade of experience, Burdick helped launch Amazon’s CPG/Health & Beauty retail business and was an early leader in Amazon Advertising. In 2018, she co-founded and bootstrapped Pacvue, scaling it from a startup into a global company with over 700 employees, supporting more than 70,000 brands and agencies across 95+ retailers including Amazon, Walmart, Target, and Instacart. Under her leadership, Pacvue tripled its revenue annually, leading to a high-profile acquisition in 2021. Recognized as a thought leader in the commerce and retail media space, Burdick has been named an Inc. Top 100 Female Founder, Ad Age Leading Woman, P2PI Woman of Excellence, and Campaign’s Most Inspiring Woman. She is also a designated Amazon Ambassador and a frequent media commentator, appearing on platforms such as Bloomberg Technology. In this episode, Dave and Melissa cover:The founding story of Pacvue and its explosive growthWhy retail media needs more than automationHow TikTok is rewriting the rules of discovery commerceThe AI use cases that are actually workingWhy ROAS might need a rebrandConnect with Melissa on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

This week we’re joined by returning guest Jeff Cohen. Jeff is a go-to voice in the world of retail media. You’ll hear Jeff’s take on signal-based media, AI-powered ad creation, and the biggest creative blockers that brands still face today. He also shares why strategy, content, and creative execution can no longer live in separate silosConnect with Jeff on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

This week we're joined by Marie-Agnès Daumas. With a background spanning TerraCycle and Colgate-Palmolive, Marie-Agnès brings a career's worth of insight into retail leadership, sustainability strategy, and how to connect with the modern consumer.In this episode, she shares lessons from the frontlines of purpose-driven commerce: How to make sustainability resonate at the shelfWhy simple creative matters more than ever The surprising power of a faucet (!) How her team at Terracycle turned a Colgate-Palmolive initiative into a global movementWhy the best shopper marketing blends data, design, and a clear call to actionConnect with Marie-Agnés: https://www.linkedin.com/in/marie-agnes-daumas/Get the It’sRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/Take It’sRapid’s Creative Workflow Automation with AI survey: https://www.proprofs.com/survey/t/?title=ffgvdEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

Dave’s guest today is Tim Wilson, Chief Revenue Officer at ProductWind, a platform helping brands use influencer marketing to drive real results—especially in retail environments like Amazon and Walmart.Tim’s career has spanned eComm, tech, and analytics—with past roles at CommerceIQ, Pattern, and 1010data. In this episode, he shares what he’s learned about launching products, winning with algorithms, and why influencers aren’t just for top-of-funnel anymore.We dig into:How to “market to the algorithm” and why it matters for PDP visibilityThe rise of AI-driven search and the battle for the top 5 organic spotsHow ProductWind helps brands use creators to build momentumWhy ROAS is harder to come by—and how to improve it before you spendHow influencer marketing can make retail media more efficientAnd yes, Dave pitches a hot sauce brand. (It actually sounds kind of good.)Connect with Tim: https://www.linkedin.com/in/timothywilson/Get the It’sRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/Take It’sRapid’s Creative Workflow Automation with AI survey: https://www.proprofs.com/survey/t/?title=ffgvdEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

This week’s guest is Paco Underhill, renowned behavioral researcher, retail anthropologist, and best-selling author of Why We Buy.Paco has spent decades studying how and why we shop—and what our behavior reveals about the changing nature of retail. In this episode, he and Dave dig into:How physical stores are evolving in a digital-first worldThe surprising shopper trend reshaping the beauty categoryWhat AI can’t replicate when it comes to in-store experiencesThe friction points modern brands must solve to win customer loyaltyWhether you're in eCommerce, store design, or brand strategy, this conversation is packed with timeless insights from one of retail’s most influential thinkers.Connect with Paco on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

What do rocket science and commercial operations have in common? More than you think!In this episode, Mir Zaman, Vice President of Commercial Operations at Spectrum Brands, shares what he brought with him from the aeropsace industry to Amazon—and now to one of the most diverse brand portfolios in consumer goods. From challenging legacy systems to scaling creative content across categories like pet care, home improvement, and garden, Mir offers a clear blueprint for modern growth.We also dive into:Lessons from nearly a decade at Amazon (and how to keep that entrepreneurial spirit alive in big companies)Building a center of excellence that still feels like part of the teamThe power of two-way door decisions—and knowing when to test, pivot, or go all-inWhy AI will only work in CPG if it’s tailored to different stages of maturityConnect with Mir on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

This week we’re joined by Meghan Corroon, Co-Founder and CEO of Clerdata. In a world full of spend reports, inflated ROAS claims, and buzzwords like "directional" or "efficiency," Clerdata helps brands see clearly which investments are moving the needle - and which are just noise.Meghan brings a deeply analytical mindset (honed through time at the Gates Foundation and beyond) and mixes it with real-world brand empathy. The result? A grounded, accessible conversation on what it takes to really measure media impact, make smarter cross-channel decisions, and bring teams together around the data that matters.Episode highlights:Defining incrementality (without the jargon): Meghan breaks down why it’s not just a buzzword — and how true incrementality can drive smarter decisions.Why retail media measurement is still so messy — and how brands can start untangling it without blowing up their workflow.The reality of cross-functional data meetings: what works, what doesn’t, and how to avoid death by dashboard.The Amazon trap: Why brands often over-index on tried-and-true media investments (and what they’re overlooking).How Clerdata helps teams think more like scientists — challenging assumptions, testing tactics, and shifting from gut to growth.Connect with Meghan on LinkedInGet the It’sRapid Creative Automation Playbook Take It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

What if you could swap out your influencer campaign…for a NASA astronaut?This week on Beyond the Shelf, Eric Sheinkop, CEO of The Desire Company, breaks down why expert-led content is outperforming traditional UGC and influencer videos—and how his team built a community of world-class experts to power high-converting content across Target, Sam’s Club, Best Buy, Amazon, and more.We get into:Why shoppers are craving real expertise at the point of purchaseHow expert-led videos improve conversion—and build trustWhat makes PDP video different from social or UGCHow neuroscience and FTC compliance factor into Desire’s content processThe ROI of going video-first—and how brands can scale without burning outConnect with Eric on LinkedIn Get the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by MixaudProducer: Jake Musiker

This week we’re joined by Rocquan Lucas, VP of Content at Groceryshop and Shoptalk, where he leads speaker recruitment, agenda development, and content strategy for two of the most influential retail events in the world.Rocquan shares his journey from interning at Internet Week NY to curating high-impact events attended by thousands of the biggest names in CPG, grocery, and tech.In this episode, we talk about:How to design content for 5,000+ attendees – Rocquan shares the mix of research, instinct, and collaboration that goes into building a world-class agenda for Groceryshop and Shoptalk.Behind the scenes of speaker selection – From CEOs to challengers, hear how the team curates speakers who bring both credibility and fresh perspective.Why editorial integrity matters – Rocquan explains why Groceryshop avoids pay-to-play programming—and how that creates trust with both attendees and speakers.The trends shaping 2025 events – GenAI, retail media, and unified commerce are in—but so is creating content that resonates across functional silos.What makes a great on-stage moment – Practical advice for presenters: come prepared, have a point of view, and remember you’re there to connect—not recite.Connect with Rocquan: https://www.linkedin.com/in/rocquan/Get the It’sRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/Take It’sRapid’s Creative Workflow Automation with AI survey: https://www.proprofs.com/survey/t/?title=ffgvdEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker