Ecommerce Braintrust

🎙️Interview with Anouck Gotlib of Belgian Boys The Category Disruptors Series continues! We're excited to share Part 2 in our series spotlighting the female CEOs and founders behind some of the fastest-growing and most innovative brands in their categories. This episode features Anouck Gotlib, co-founder and CEO of Belgian Boys—the company behind the high-quality, ready-to-eat Belgian waffles, pancakes, and crêpes we all know and love. Belgian Boys was recently named Instacart's #1 Fastest-Growing Emerging Brand in 2024, a reflection of its strong momentum and growing presence in the market. Don't miss the full story—it's another great one in the series. "Beyond the ingredients or the packaging that evokes emotion, we found our success in solving a real problem. I'm a mom of now three kids, I get it, those mornings are stressful." Anouck Gotlib KEY TAKEAWAYS In this episode, Anouck, Julie, and Jordan discuss: Brand Origin Story: How Anouck's background in fashion design and her husband Greg's experiences as Belgian expats inspired the founding of Belgian Boys and the mission to "spark a moment of joy" through food. Values & Family Influence: The importance of joy, warmth, and food in their families and how those values shaped both their business and personal lives. Navigating Partnership: Insights on co-founding and running a business with a life partner, including the keys to aligning on big-picture goals, embracing trust, role evolution, and supporting each other's strengths. Product and Retail Strategy: The decision to focus on breakfast products, the innovation of introducing refrigerated breakfast to the US market, and the challenges of discontinuing products to build a more focused core lineup. Female-Led Culture: Evolution of Belgian Boys into a female-focused brand and workplace, with women-led initiatives, a majority-female board, and organic team dynamics. Adaptation & Growth: Pivoting quickly during the pandemic, lessons learned from ecommerce expansion, and leveraging platforms like Instacart for online growth. Personal & Team Growth: Anouck's journey of building CEO confidence without a traditional business background, the power of coaching, prioritizing strengths over weaknesses, and assembling a dynamic, diverse team. Looking Ahead: Sneak peeks into innovation in breakfast products, partnerships (including with Costco), a back-to-school focus, and what's coming next for Belgian Boys.

🎙️Interview with Loren Castle of Sweet Loren's DESCRIPTION The Category Disruptors Series is finally here! 🎉 We are releasing 4 parts spotlighting the female CEOs and founders behind some of the fastest-growing and most innovative brands in their respective categories. We're thrilled to kick things off with a true trailblazer—Loren Castle, founder of the wildly popular cookie brand, Sweet Loren's. Loren's story is as bold and inspiring as the cookies she bakes. Diagnosed with cancer at just 22, she completely transformed her lifestyle and turned to clean eating. But when she couldn't find a dessert that met her new standards, she made her own. What started as a personal health mission became a national movement in the freezer aisle. Don't miss the full story—it's one you'll want to hear. Quote: "It was obvious to me I wasn't going to improve the product, sales, and the relationship with the consumer if I didn't improve the packaging. So I just kept listening, testing, and learning." Loren Castle KEY TAKEAWAYS In this episode, Loren will share: The incredible origin story behind Loren and creating Sweet Loren's: Surviving Hodgkin's lymphoma and how it inspired her passion for health, wellness, and clean eating. The creation of Sweet Loren's: Identifying a white space in the market for delicious, healthier baked goods made with simple, non-inflammatory ingredients. Product development: The journey from home kitchen experiments to national distribution, including the challenges of perfecting recipes and scaling up. Navigating growth: How Loren managed the operational demands as the company scaled, including key hires and delegating roles to focus on her strengths. Standing out in a crowded CPG category: Challenges convincing retailers to shelve Sweet Loren's alongside traditional brands and the importance of allergen-friendly, non-GMO options. The evolving consumer: Discussion on how today's shoppers are increasingly health-conscious and driving demand for "better for you" products. Balancing entrepreneurship with motherhood: Loren's reflections on guilt, role modeling for her children, and the importance of building a supportive team. Future plans: Sweet Loren's new R&D center, exciting upcoming product launches, and continued growth in both grocery and food service channels.

🎙️News Review with Armin Alispahic and Ross Walker DESCRIPTION Welcome to another edition of The Retail Round Up: your monthly recap of the biggest headlines and developments in the retail world. We're recording at the tail end of May and we're already halfway through 2025. But the pace of change isn't slowing down. New product launches and platform updates are coming fast, and we've got a lot to cover. As always, we've brought back our go-to experts: Armin Alispahic and Ross Walker. Together we're diving into a packed lineup—from product page content updates to Prime Video Ads, and yes, the continued march of AI into every corner of retail. Let's get into it. The scary part is that Amazon seems to be keeping the scraped information in their backend. And even though that content is not live on your PDP, you may be called out on a specific compliance requirement and your listing may get affected. Armin Alispahic KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Armin discuss: Amazon's Two-Part Titles Are Coming Titles will split into a short core and a dynamic highlights section personalized to the shopper. Brands should prepare structured, search-aligned titles despite limited guidance. Ads Enter Amazon's Q&A Section New ad placements appear within PDP Q&As, but targeting and performance remain unclear. Monitor listings to ensure ad relevance and protect brand messaging. Prime Video Ads Become More Interactive Pause ads and real-time shoppable formats offer new engagement, mainly for larger brands. Early adopters should use DSP safeguards and creative built for interaction. AI Listing Tools Scale—But Scrutiny Increases Amazon's AI tool is widely used, but external content scraping can trigger compliance issues. Keep messaging consistent across channels and maintain documentation. Instacart Expands with Uber Eats and Fizz Instacart adds restaurant delivery and launches Fizz for group alcohol/snack ordering. Brands should watch these surfaces for new ad opportunities targeting social, low-consideration moments.

Join retail media experts Ross Walker and Carlos Sastre of Acadia as they discuss the evolution of AMC audiences for sponsored ads on Amazon. Ross emphasizes the shift from chasing broad keywords to targeting high-value customers likely to convert. They explore the current limitations of audience targeting and the complexities in campaign strategies, highlighting the need for clarity in campaign goals. Expect insightful analysis on using AMC audiences to enhance advertising performance and the importance of adapting strategies in a dynamic digital landscape.

🎙️Interview with Gary Hammerschlag DESCRIPTION Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're joined by our in-house organic strategy expert, Gary Hammerschlag. He'll walk us through the evolution of content scoring, share how top brands are approaching content audits today, and give us a sneak peek into where the industry is headed regarding organic excellence. Tune in to find out more! Quote: Optimization never ends. There are always improvements in organic rank that can happen. I don't think it's ever set-it-and-forget-it. Gary Hammerschlag KEY TAKEAWAYS In this episode, Julie, Jordan, and Gary discuss: The Evolution of Content Scoring on Amazon: A history of content audits—starting from highly manual, page-by-page checks, moving through early automations, and now to sophisticated frameworks that combine qualitative and quantitative data. From Binary to Nuanced Scoring: The shift from basic checklists (like "Does this listing have six images?") to systems that weigh the true quality and impact of each part of a PDP (product detail page). Modern Content Audit Methodologies: Current best practices for scoring content, including the new variables at play (like user-generated content and the role of Amazon's AI assistant, Rufus), and why brands need to update their frameworks as the landscape evolves. PDP & Storefront Optimization: The buckets and categories considered during optimization—from images and titles to mobile formatting and SEO—and how brands should prioritize and frequently assess their catalogs. Importance of Continuous Improvement: Content optimization isn't a one-off project, but an ongoing process. Gary emphasizes using leading indicators, A/B testing, and regular audits to keep PDPs and storefronts performing at their best. Future Trends & Technology: The rapid pace of change on Amazon, the likely rise of tech-driven and AI-assisted content evaluation, and how staying ahead is key to organic success. Real-world examples illustrating how deeper content audits can uncover hidden opportunities, even for brands that already look "optimized" on the surface.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. We're back with Part 2 of our special Prime Day series, and today we're diving deep into Ad Strategy. Joining us today is Damiano Ciarrocchi, our Senior Retail Media Manager. With years of experience managing Prime Day ad strategies — both at Amazon and now for our clients — Damiano is a Prime Day pro who's seen it all. Today, he's sharing his insider insights on how this year's Prime Day is shaping up to be different from years past. Don't miss it — tune in now! KEY TAKEAWAYS In this episode, Julie, Jordan, and Damiano discuss: The Buzz Starts Early: Brands are already fielding Prime Day questions by late April: What's changed this year? How should we budget? What creative assets need to be ready now? Early alignment is critical. Prime Day Is Won Before It Begins: Success isn't defined by the deals you run during Prime Day—it's shaped in the weeks and months leading up to it. A New Playbook for 2025 Advertising: This year demands a shift in budget planning and campaign strategy. With evolving consumer behavior, flexibility becomes your strongest advantage. Unlocking Amazon's New Ad Tools: 2025 marks a new era for advertisers. Tools like Amazon Marketing Cloud (AMC) audiences are no longer reserved for elite brands—they're now accessible and essential for all. May & June: The Setup Phase: Your early lead-in tactics dictate your visibility and performance during the event. Use this time to build awareness, optimize recall, and prime conversions. Real-Time Agility on Prime Day: Ideally, you're so well-prepared that surprises are minimal, but when the unexpected hits, your ability to pivot fast will set you apart. The Surge Doesn't Stop on Prime Day: Prime Day isn't the finish line—it's the launchpad. Smart brands ride the demand wave into post-event momentum and longer-term growth. Navigating Tariffs and Supply Chain Disruption: With tariffs and ongoing logistics challenges, brands need tighter forecasting and contingency plans baked into their Prime Day strategy. MENTIONED IN THIS EPISODE Don't forget to check out part 1 of this Prime Day Prep series! Access this in blog format! Part 1 here! Connect with Senior PPC Manager, Damiano Ciarrocchi Connect with our host, Julie Spear Connect with our host, Jordan Ripley

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. This is your April edition of the Retail Round-Up! In today's episode, we dive into the latest trends shaking up the retail media landscape, from AI-driven shopping innovations and Walmart's evolving media strategy to concerns about Prime Day restock limits and the ongoing impact of tariffs. The retail media space is moving fast, and there's no sign of slowing down. We're excited to welcome special first-time guest Shahrez Anjum, Senior Account Manager at Acadia, alongside our media expert and friend of the pod, Ross Walker, Director of Retail Media at Acadia. Tune in to stay ahead of the curve! KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Shahrez discuss: Amazon recently introduced two major AI-driven features that signal a fundamental shift in how product discovery and shopping journeys will operate: Interests AI and Buy for Me. Interests AI is a product discovery tool that allows Amazon shoppers to enter detailed prompts reflecting their hobbies and passions. Buy for Me, currently in beta, uses agentic AI to place orders on third-party brand websites directly from the Amazon app. Amazon has introduced tighter control over off-site placements, which allows advertisers to manage their spend on external platforms more effectively. Walmart has made two significant updates to its media offering through Walmart Connect, adding Vizio inventory for media buying and the ability to do advanced targeting for on-site display ads. Amazon has made significant strides in simplifying and enhancing how advertisers can interact with its audience targeting capabilities, particularly by integrating AMC (Amazon Marketing Cloud) audiences into its ad console. Native Bid Boosters: Amazon is making it easier for advertisers to access and use audience segments directly within the ad console. The ongoing discussions around tariffs and their potential impact on retail prices have become a recurring topic in the e-commerce space, especially in relation to Amazon. As Prime Day approaches, concerns about restock limits and potential supply chain challenges are rising. In particular, there are indications that Amazon may reintroduce restock limits, a measure previously used to manage inventory flow.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today kicks off a special two-part series designed to get you fully prepared for Prime Day. In this first episode, we're diving deep into the operational, promotional, and organic strategies you should focus on as the big shopping days approach. We're excited to be joined by Joanna Otto, an Account Manager on Acadia's Retail team. With more than a decade of experience spanning brand-side roles, agencies, and Amazon itself, Joanna brings a seasoned perspective on how Prime Day has evolved. We're also welcoming Predrag Vetnic, one of our lead strategists for tentpole events. He'll be sharing key data insights and best practices for building an effective merchandising strategy, drawn from our work across a wide range of client partners. Tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Joanna, and Predrag discuss: Start Preparing Early: Begin your preparations by April, as deadlines and operational tasks need to be handled well before Prime Day. Important Dates & Deadlines: AWD inventory by May 15, Deal scheduling closes May 23, FBA inventory deadlines: June 9 (minimal shipment splits), June 18 (Amazon-optimized splits). Sales Velocity & Reviews: Focus on increasing sales and reviews using programs like Vine and Product Win to boost organic ranking. Organic Prep: Invest in keyword optimization, competitive scraping, and high-quality content, including images and infographics. Prime Day Duration: The event has expanded to four days, so expect consistent sales throughout. Merchandise Fees: PED fees have doubled to $100; the new coupon fee structure starts June 2. AI Search: Amazon's AI assistant, Rufus, influences up to 35% of search traffic. Optimize your listings for this. Competitive Monitoring: Be ready to monitor competitors and pivot quickly if issues arise. Expect the Unexpected: Prepare for unexpected challenges, like account health flags and listing suspensions. Economic Pressure: Pricing strategies are more complex due to tariffs and market volatility, so be cautious with price hikes. Invest Strategically: Focus on targeted organic and paid efforts, including influencer and UGC campaigns, to drive relevance.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're thrilled to welcome two fantastic guests: Lauren Livak Gilbert, Executive Director of the Digital Shelf Institute, and Jon Harding, SVP and Global CIO at Conair. They're here to share insights from a recent report they released in partnership with MikMak—a practical guide to managing technology change across the business, specifically how to leverage IT teams to accomplish transformational growth. Tune in to find out more! 📙 RESOURCES Download the Bridging Gaps and Breaking Silos report from the Digital Shelf Institute. KEY TAKEAWAYS In this episode, Julie, Jordan, Lauren, and Jon discuss: The Evolving Role of IT: How IT has become the "nervous system" of modern consumer brands, with technology playing a bigger role in driving business outcomes, particularly as sales and marketing become increasingly tech-reliant. Increasing Complexity and Collaboration: The rise in technology tools (especially in digital commerce), the necessity of integrating multiple systems, and how IT and commercial teams can work together more effectively. Successful Cross-Functional Partnerships: Strategies for engaging IT early in business initiatives, overcoming past tensions between IT and marketing, and why collaboration leads to faster and more successful project outcomes. Agile and Nimble Planning: Why annual planning is no longer enough—Quarterly or even monthly reviews help teams stay agile and responsive in a fast-changing industry. Showcasing IT Wins: Insights on the importance of IT teams communicating their successes and impact to the wider business, including tactics like internal newsletters. Prioritizing Technology Initiatives: How to make sure business cases for new technology are clear, prioritized, and tied to measurable business value—especially when competing with critical back-office projects. Organizational Models for IT-Business Alignment: A look at different structures (shared services, embedded partners, PMO) and the critical need for shared goals and metrics between IT and other teams. The Future with AI: Predictions around the next wave of AI adoption—both top-down from enterprise platforms and bottom-up from grassroots productivity tools—and the transformative potential for digital commerce and omnichannel organizations. MENTIONED IN THIS EPISODE Connect with Lauren Livak, Executive Director of the Digital Shelf Institute. Connect with Jon Harding, SVP and Global CIO at Conair. Download the Bridging Gaps and Breaking Silos report. Connect with our host, Julie Spear. Connect with our host, Jordan Ripley. Learn more about Acadia.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today we're bringing back our very own Director of Retail Marketplace Strategy, Pat Petriello, to discuss how the savviest brands are balancing the needs of brand vs. performance marketing, how to avoid a life sentence in ROAS Jail, and the all-important 95/5 rule. Tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, and Pat discuss: Introduction to ROAS Jail: Pat Patriello explains the concept of "ROAS jail," where marketers focus solely on Return on Advertising Spend (ROAS), leading to inefficiencies and short-term growth strategies. The 95-5 Rule: Only 5% of consumers are in the market for any given product at any time. The focus should be on brand building for the 95% who are not currently shopping. 60-40 Rule: Introduced by Pat as a guideline, suggesting a budget allocation of 60% towards brand-building and 40% towards performance marketing. This ratio helps balance short-term sales goals with long-term brand equity. Brand vs. Performance Marketing: Discussion on how these strategies differ and the importance of emotional connection through branding to attract long-term customers. Amazon's Role: Insight into how Amazon is transitioning to accommodate brand building alongside its historical strength in direct sales and conversion. Practical Recommendations: Tips for business leaders on how to integrate brand marketing into existing performance-focused strategies without necessarily increasing overall spending. Examples of Effective Brand Building: Brands like Patagonia are highlighted as successfully creating emotional connections that lead consumers directly to their products, bypassing competitive marketplace auctions.