Beyond The Shelf

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

For a limited time, Jungle Scout customers can get their first Product Detail Page Image or Banner Ad created free by It'sRapid! Reach out to sales@itsrapid.io with code "JS2025" to find out more!Expanding on Amazon and beyond requires a deep understanding of marketplace trends, retail media investments, and digital shelf strategies. In this episode, Chris Barnes, GM, Retail and Alternative Channels at Jungle Scout, shares how brands can optimize their Amazon strategy, expand into new marketplaces, and navigate the evolving eCommerce landscape.With over a decade of experience in eCommerce, content syndication, and retail analytics, Chris has helped brands refine their digital strategies through roles at Numerator, Cyndigo, and Gladson. Now at Jungle Scout, he focuses on helping brands of all sizes make data-driven decisions to succeed in Amazon’s competitive marketplace and emerging retail channels.Chris and Dave discuss:The state of Amazon today—how brands should approach 1P vs. 3P sales models (02:57)The intersection of in-store and digital retail media—how brands can optimize for both (08:04)The rise of marketplaces—why Best Buy, Lowe’s, and Walmart are doubling down on the marketplace model (09:47)Key strategies for brands expanding beyond Amazon—what to know before entering new online channels (16:52)How AI and automation are transforming keyword strategy and retail media spend (18:26)How content automation is helping brands scale—Chris shares how It'sRapid supports brands with faster content creation and syndication (23:38)Connect with Chris: https://www.linkedin.com/in/chris-barnes-a0a7022/ 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 welcome Mike Geller to the show! Mike has built a career at the intersection of technology and retail, working with some of the world’s biggest brands, including PepsiCo, Newell Brands, and Amazon. He started as a founder, selling one of his first startups to John Sculley (former CEO of Apple & PepsiCo), and later helped shape e-commerce strategies at Fortune 500 companies. He is currently a Non-Executive Director at Brimar Industries.Mike shares how he built and sold a startup right out of college (2:15), the unexpected path that led him to PepsiCo (5:42), and what it took to build a digital commerce strategy at a global brand (9:36). He also discusses the transition from tech companies to brand-side roles (12:54), the evolving omnichannel shopping experience (21:32), and how companies decide whether to build in-house or partner with vendors (27:18).Connect with Mike: https://www.linkedin.com/in/mgeller/ 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, Dave welcomes Jyoti Malik, Senior Director of eCommerce at Belkin, to discuss how brands can leverage data & automation to stay competitive. With over 15 years in eCommerce and omni-channel strategy, Malik shares insights on the evolution of eCommerce, retail media, and AI-driven optimization, what has changed and what remains constant. She begins by reflecting on the early days of eCommerce, when it was more of an experiment than a necessity (4:28). As the landscape has evolved, automation has become a key optimization tool (6:19), helping brands expand their reach. Jyoti dives into the impact of AI on search (11:45) and how brands need to think about incorporating AI capabilities. Later, she and Dave discuss the trajectory of retail media (16:45) and its growing influence across industries. Throughout the conversation, one theme remains paramount: the customer. Malik emphasizes that the most effective way to grow a business is to work backward from the customer, understanding how they shop and what drives their decisions (23:57).Catch Dave at Bazaarvoice Summit 2025! He’ll be there this Thursday, March 13 at 11:20AM CDT / 4:20PM GMT, for the panel “Retail Media Networks Reimagined: The Power of a Full-Funnel Content Strategy.”  He’ll be joined by Bazaarvoice’s Jo Callahan and Mindshare’s Jeff Malmad.Don’t miss this discussion on how brands can integrate content and retail media into a full-funnel strategy. Save your spot here: https://www.bazaarvoice.com/summit-2025/ Connect with Jyoti: https://www.linkedin.com/in/jyotimalik/ 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.comProducers: Sean Leviashvili, Jake Musiker

Dave’s guest this week is Elise Barry, Digital Communications Manager at Royal Canin, one of the world’s largest manufacturers and suppliers of dog and cat food.  An eCommerce and Digital Marketing specialist with more than 10 years of experience in diverse marketspaces, Barry understands the importance of defining and maintaining a strong digital presence that is specific to your company’s goals. She explains how the pet food industry has seen a post-pandemic shift from brick-and-mortar to eCommerce (2:34). She goes on to explain the importance of deciphering and prioritizing data (8:18), paying attention to keywords (13:22) and creating a company playbook that helps freelancers and AI models alike understand content goals (21:55). Finally, we cap this episode with a hilarious and entertaining “Pup Quiz” (26:28), where Dave tests Elise's knowledge on trends in the pet and pet food industry. From shifts in eCommerce to PDPs and even dog food influencers, no topic is left off the table. PUP QUIZ ANSWERS: Question #1: French BulldogQuestion #2: Between $434-684 per yearQuestion #3: LunaQuestion #4: CooperQuestion #5: No more than 10%!Connect with Elise: https://www.linkedin.com/in/elisebarry-ecomm/Get the ItsRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducers: Sean Leviashvili, Jake Musiker