Beyond The Shelf

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

Andrew Lipsman, an independent analyst and expert in retail media, shares his insights on the future of advertising and e-commerce. He discusses the rapid growth of retail media, predicting a rise from $26 billion to $166 billion by 2025. Andrew emphasizes treating in-store advertising as a mass communication channel and the importance of balancing traditional and performance marketing strategies. He also reflects on his predictions for 2024, sharing both successes and missteps, while exploring new partnership opportunities shaping the retail media landscape.

Scott Kennedy, VP of Digital Strategy & Analytics at Franklin Sports, shares his journey from unpaid intern to e-commerce leader. He discusses the booming popularity of pickleball and how Franklin Sports is capitalizing on this trend. The conversation dives into the transformative power of AI in e-commerce, emphasizing its role in demand forecasting and marketing strategies. Kennedy also touches on the challenges of making data accessible for non-technical teams, offering insights into the future of AI integration in sports analytics.

How is AI reshaping e-commerce, retail media, and business transformation? In this episode of Beyond the Shelf, Matthew Adam Smith, Founder & CEO of Two Isaacs, shares how brands and retailers can leverage AI and automation to drive business growth, creative strategy, and better consumer experiences.With a background in retail transformation, including the launch of Walmart Connect, Matthew brings unique insights into how AI and automation are shaping the next generation of retail. In this episode, we discuss:The role of storytelling in retail & advertising—why great storytelling is at the heart of e-commerce success (08:00)AI as a business accelerator—how brands can integrate AI into retail, marketing, and customer engagement (18:00)Build vs. partner for AI solutions—when businesses should invest in in-house AI capabilities vs. leverage external expertise (26:00)Why creative strategy is critical in retail media—how AI and automation are helping brands scale content while keeping it personalized (28:00)Connect with Matthew: https://www.linkedin.com/in/matasmit/ 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

How do you manage digital content at scale for some of the world’s most iconic snack brands? In this episode of Beyond the Shelf, Eric Altschul, Director of Digital Commerce Content at Mondelēz International, shares how content, digital shelf strategy, and automation play a critical role in winning in eCommerce.With over 10 years at Mondelēz, Eric has helped drive content innovation across brands like Oreo, Chips Ahoy, and BelVita. He walks us through the evolution of eCommerce within CPG, the growing role of retail media, and how AI and automation are shaping content development at scale.In This Episode, We Discuss:The evolution of digital commerce in CPG—how eCommerce went from an afterthought to a core business function (3:00)How Mondelēz structures its eCommerce and digital content teams—the roles of brand teams, shopper marketing, and retail media (5:00)The power of content in shaping consumer experiences—what makes a winning PDP (Product Detail Page) (6:20)Mobile Ready Hero Images (MRHI)—why they matter and how Mondelēz uses them to optimize product discoverability (7:03)How Mondelēz leverages its partnership with It’sRapid to scale content creation efficiently across thousands of SKUs (8:38)Meeting retailer-specific content demands quickly and efficientlyAutomating the creation of Mobile Ready Hero ImagesIntegrating PIM data to dynamically generate optimized visualsThe impact of PIM (Product Information Management) on content automation—how data flows from marketing briefs to fully optimized digital content (9:44)The constant innovation cycle in CPG—how new flavors and product launches impact content strategy (11:39)The future of digital commerce—why efficiency and automation will be key to managing retailer-specific content at scale (18:32)Connect with Eric: https://www.linkedin.com/in/eric-altschul-b0189a9/ 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