Beyond The Shelf

We're off this week, so we're re-airing Dave's interview with Walmart Connect's Diana Finster from earlier this month. They discuss:Walmart’s approach to closed-loop measurement and omnichannel ROIHow to balance scale and precision in media strategyThe launch of Walmart Connect’s Display Advertising API—and how partners like It’sRapid are helping advertisers move fasterWhat great creative looks like, and why it’s core to performanceWhat Diana is focused on heading into Cannes 2025We'll be back next with with a brand-new episode of Beyond the Shelf!Connect with Diana: https://www.linkedin.com/in/dianabethge/ 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 we’re joined by Julie Clifford, Global eCommerce Acceleration & Capabilities Senior Manager at Church & Dwight.Julie’s journey from art teacher to global ecommerce leader has one big throughline: helping others succeed. In this episode, she shares how that mindset fuels her work in marketing tech, content strategy, and digital transformation across markets worldwide.We cover:Why global consistency matters—and where localization still winsHow to balance creative agility with brand guardrailsManaging rights, risk, and nuance in global content workflowsThe vendor framework Julie uses (save money, make money, or mitigate risk)How her team is scaling content globally through partnerships—including their work with It’sRapidConnect with Julie: https://www.linkedin.com/in/julie-clifford-salesmarketing/ 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 we're joined by Doron Ostrin, Co-Founder and Co-CEO of Thanks – the customer-first ad network that’s transforming how brands show up after checkout.Doron shares why the most underutilized moment in digital commerce might just be the one right after a purchase—and how Thanks is turning it into a high-performing, brand-building opportunity.We also dig into:Why interruptive advertising needs a rethinkThe creative philosophy behind “ads that don’t feel like ads”How Thanks landed a game-changing deal with eBayMaking room for better monetization without killing UXWhy newsletters might be the next frontierRapid Rundown QuestionsFavorite brand using post-purchase media: Cashback platforms — “Free money after checkout. Customers love it.”Most effective creative format: Thanks Embed — “Invites users in instead of pushing. Big performance lift.”Tool you can’t live without: Superhuman or LinkedInBook or thinker that shaped your approach: The Hard Thing About Hard Things — “Wartime vs. peacetime CEO mindset.”Hobbies and reset button:Kids and cooking with fire (pizza oven, BBQ, Big Green EggConnect with Doron: https://www.linkedin.com/in/doronostrin/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@rapidads.io with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutionsTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

Diana Finster, Head of Agency, Media & Tech Partnerships at Walmart Connect, leads the charge in innovative retail media. She discusses Walmart’s approach to closed-loop measurement and the significance of creative storytelling for successful campaigns. Diana also reveals insights about the new Display Advertising API, designed to enhance targeting and performance for advertisers. Additionally, she shares her perspective on balancing creativity and strategy in retail media, especially for smaller businesses navigating these challenges.

It’s one thing to sell snacks or sneakers online. It’s another to sell dumpster lids and hydraulic cylinders.This week we’re joined by Kevin Creese, Director of Ecommerce at Wastequip, where he’s leading the charge to modernize how waste handling parts are discovered, bought, and supported online.Dave and Kevin dig into the heavy-duty realities of B2B ecommerce—where the SKU count is high, the data is messy, and the buying process is anything but simple. They cover how to make ecommerce work in a category where most customers don’t even know the part numbers they need—and why success here requires patience, creativity, and a solid plan (plus a few incentives for your warehouse team).Whether you’re wrestling with your own product data, or just curious how industrial brands are tackling digital transformation, this one’s worth a listen.Key Takeaways & Episode HighlightsWhy “starting with the part number” won’t work—and how Wastequip built a taxonomy based on what customers are actually searching forHow to collect product data and images at scale (including the creative incentive program they used with their team)The reality of managing 60,000 SKUs and why you can only eat the elephant one bite at a timeHow AI is helping Wastequip tag images, generate marketing copy, and structure product dataThe critical role of iteration and continuous improvement in B2B ecommerce—because the data is never really “done”Rapid Rundown QuestionsFavorite digital project: The rebuild of wastebuilt.com, and the partnership with AmericanEagle.comMost surprising fact about the waste industry: There’s very little good product data behind most partsB2B brand that nails the digital experience: JetWindTrivia: How many pounds of waste does the average American generate per day? Nearly 5lbs!Hobbies and reset button: Golf, walking the dog, time with the granddaughter, and family adventures in the NorthwestConnect with Kevin: https://www.linkedin.com/in/kevincreese/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@rapidads.io with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutionsTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

This week we’re joined by Nate Moran, Senior Director of Growth, Digital Strategy & Analytics at Edgewell Personal Care—the company behind brands like Schick, Banana Boat, Wet Ones, and more. With a career spanning Red Bull, Newell, Unilever, and now Edgewell, Nate brings a sharp perspective on what it takes to turn data into decisions and insights into impact.In this conversation, Nate and host Dave Feinleib explore the evolving relationship between analytics, creative, performance marketing, and AI. They dig into how Nate and his team think about data strategy, omnichannel planning, and the question on every marketer’s mind: where should we spend the next dollar?If you’re navigating retail media, e-commerce, or digital growth today, this episode offers a smart, candid look at the challenges—and opportunities—of scaling modern brand performance.Key Takeaways & Episode HighlightsWhy profitability, performance, and category management need to work together in an omnichannel world—and how Edgewell ties these functions across the business.What “the next best dollar” means at Edgewell, and how the team balances incrementality, ROAS, and long-term brand health.Lessons from managing 30,000+ SKUs at Amazon (before APIs made it easy) and how those scrappy skills still apply today.The role of a clear, focused data strategy—and why owning your data is critical for AI readiness and true self-serve analytics.How AI and generative tools like ChatGPT and Snowflake are reshaping workflows, and why agentic AI might be the real unlock for the future.Why creative still matters: performance spend alone won’t build trust or brand love—and how to balance emotional storytelling with analytics-driven media.Rapid Rundown QuestionsFavorite Edgewell product: Jack Black Dual Defense SPF MoisturizerBrand that’s nailing it creatively: Liquid DeathGo-to tech tools: ChatGPT and SnowflakeFavorite read/listen: The Long and the Short of It by Les Binet and Peter FieldFavorite way to recharge: Mountain biking and snowboarding in Bend, OregonConnect with Nate: https://www.linkedin.com/in/nathanmoran/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@rapidads.io with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutionsTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

What do hiring, podcasting, and great marketing all have in common? If you ask Daniel Torres Dwyer, the answer is the same: it’s about trust, not transactions.Daniel wears a few hats—he’s the Co-Host of The FMCG Guys podcast and Director of Executive Search at Dwyer Partners—and at the heart of both roles is one thing: helping people find the right fit. Whether that’s matching a candidate to a role, a guest to a show, or a brand to its story.In this episode, Daniel and Dave dig into:- What makes an executive search successful (and why it’s not just about resumes)- How to build long-term relationships that outlast any one transaction- Why marketing—and creative storytelling—are regaining the spotlight in CPG- What AI can and can’t do for recruiting and talent strategy- Lessons from running 200+ podcast episodes and how that experience shapes Daniel’s approach to people and partnershipsOh—and if you’re heading to ShopTalk Europe, stay tuned for Daniel’s local tips on where not to stay in Barcelona.This one’s part career advice, part creative strategy, and all about how to connect like a human.Connect with Daniel: https://www.linkedin.com/in/danieltorresdwyerGet 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@rapidads.io with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutionsTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

This week we’re joined by Celia Van Wickel, Director of Digital Commerce at Russell Stover Chocolates. With a background spanning media, data, neuroscience, and digital commerce, Celia brings a rare and well-rounded perspective to the fast-evolving world of retail media and e-commerce.She and Dave cover everything from aligning marketing and sales for seasonal campaigns to how neuroscience influences creative performance. Celia shares how Russell Stover is modernizing a 100-year-old brand across Amazon, Instacart, and other digital platforms, while also offering a thought-provoking look at the future of AI-powered discovery and what she calls “the infinite loop” of commerce.This episode is packed with strategic and tactical insights for marketers navigating today’s fragmented, fast-moving digital landscape.Episode HighlightsHow Russell Stover aligns retail media strategy across departments to drive consistency and performance during key seasonal moments like Valentine’s Day and Christmas.What it takes to modernize creative while staying true to brand identity—and why being product-focused still wins in retail media.Why AI will reshape the entire path to purchase, creating a more immersive and seamless shopping experience that blends discovery, content, and commerce.How neuroscience and shopper behavior inform Celia’s approach to content design, ad testing, and retail media optimization.The origin of Russell Stover’s partnership with It’s Rapid, and how a need for faster retail media asset development turned into a streamlined creative production workflow.Rapid Rundown AnswersWhich ancient civilization first used cacao beans? The OlmecsWhich country consumes the most chocolate per capita? SwitzerlandWho invented milk chocolate in 1875? Daniel PeterWhat was the first mass-produced chocolate bar? Fry’s Chocolate CreamWhat birthday did Russell Stover celebrate in 2023? 100!Celia’s favorite ways to decompress: long walks, brunch, and industry podcastsConnect with Celia: https://www.linkedin.com/in/celiavanwickelFollow Beyond the Shelf: https://www.linkedin.com/showcase/beyond-the-shelf-podcast 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@rapidads.io with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutionsTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

Dave sits down with Tina Mehta, former CMO at Chloe’s, to explore what it really takes to grow a challenger brand in today’s CPG landscape. With a background that also spans powerhouse companies like Mars Chocolate and Chobani, Tina brings deep experience across brand management, shopper marketing, and e-commerce.She shares how her team at Chloe’s redefined frozen treats, how to stretch every marketing dollar, and why creativity, cross-functional collaboration, and retail partnerships are key to driving results. Plus, Tina talks AI, brand authenticity, and what it means to move fast in a modern marketing environment.Key Takeaways & Episode HighlightsCareer evolution from Mars to Chobani to Chloe’s – Tina walks through her path from global brands to challenger brand leadership, and how each stop shaped her approach to building high-impact marketing teams.Lessons from big-brand e-commerce – At Chobani, Tina helped reposition Instacart as a strategic priority, turning it into a top 10 channel and proving the power of data-driven retail media.How challenger brands stretch budgets – Tina shares the high-ROI tactics that work for mid-size brands, including tightly focused shopper marketing, retail media partnerships, and creative cost-sharing strategies.The role of AI in modern marketing – From ChatGPT to image generation, Tina discusses where AI can unlock speed and efficiency—and where human creativity is still essential for authentic brand storytelling.Building brands through unexpected partnerships – A standout co-branded campaign with Mixto and Instacart shows how creativity, timing, and collaboration can deliver outsize results.Connect with Tina: https://www.linkedin.com/in/tinabmehta/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@rapidads.io with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutionsTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

In this episode of Beyond the Shelf, host Dave Feinleib sits down with Manu Sareen, Founder & CEO of I2O Retail, to explore the evolving challenges of brand protection, unauthorized resellers, and AI’s role in retail transformation.With deep experience at Amazon and Best Buy, Manu brings a sharp lens to the nuts and bolts of e-commerce—from the basics of availability, pricing, and PDP optimization to the power of automation and the realities of AI at scale.You’ll hear how I2O Retail was born from real pain points in agency life, and how Manu’s team is helping some of the world’s biggest brands take back control of their online presence—boosting profitability and protecting brand integrity across marketplaces.If you’ve ever struggled with rogue sellers, messy data, or disjointed teams, this episode is a must-listen.Key Takeaways & Episode HighlightsFrom Best Buy to Amazon to I2O Retail – Manu shares his winding journey through global sourcing, pricing analytics, and retail leadership—and how risk-taking led to building his own company.Why Most Marketplace Tools Fall Short – The story behind I2O’s launch: how solving internal agency frustrations sparked a broader platform to help other brands fight unauthorized sellers.The 4 Amazon Fundamentals Every Brand Must Nail – Availability, pricing, content, and discoverability—Manu breaks down the "retail basics" that brands often overlook in favor of flashy tactics.What Unauthorized Resellers Really Cost You – A brand protection masterclass, from image misuse to pricing violations—and how automation, enforcement, and policy alignment can clean it up.The Truth About AI in Retail – It’s not about pressing a button. Manu shares how I2O is using AI for scale and efficiency—not magic—and why clean data is the real foundation for success.Rapid Rundown QuestionsStrangest e-commerce trend: The rise of TikTok Shops and influencer-driven buyingMovie title that sums up e-commerce today: Inception – ever-evolving, hard to follow, but always movingMost impactful retail tech: Self-checkout and digital payments, streamlining the physical retail experienceBook recommendation: Atomic Habits – small changes, big resultsBest career advice: Present multiple solutions—but always have a strong recommendationConnect with Manu: https://www.linkedin.com/in/manusareen/Follow Beyond the Shelf: https://www.linkedin.com/showcase/beyond-the-shelf-podcastGet 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@rapidads.io with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutionsTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker