The Interplay Between Brand and Ecommerce - Episode 343

🎙️Lessons From Alicia Ponzani With Premier Nutrition

DESCRIPTION

Welcome to another episode of The Ecommerce Braintrust podcast! In this episode, our host Julie Spear is chatting with Alicia Ponzani, E-commerce Manager at Premier Nutrition.

Alicia is here to share her valuable insights on how she transferred her skills from the brand side to e-commerce, the importance of collaboration between teams, the evolution of e-commerce strategies within larger organizations, and the rising significance of social commerce. They also discuss the impact of AI and share exciting predictions for the industry's future.

Tune in to hear Alicia's journey and expertise in navigating the dynamic world of e-commerce.

“When I was on the brand side of the business, I learned how to work with cross-functional teams. I had no idea how many people it took to get a bag of Dunkin coffee onto my local Safeway shelf until I was sitting there at J.M. Smuckers in all these project meetings. And I have a newfound appreciation for all that collaboration that has to happen on the back end.”
— Alicia Ponzani

KEY TAKEAWAYS

In this episode, Julie and Alicia discuss: 

  • Alicia's career journey from being a brand analyst in pet food verticals to e-commerce management

  • Alicia's passion for health and wellness with her current role in the dynamic e-commerce industry

  • Importance of data analysis from the brand side for e-commerce performance evaluation

  • Transitioning from awareness metrics on the brand side to lower funnel metrics on the e-commerce side

  • Collaboration with cross-functional teams and its importance in e-commerce success

  • Comparison of e-commerce silos at J.M. Smucker with the integrated team structure at Premier Nutrition

  • Integration of an omnichannel approach by including various online retailers under one e-commerce team

  • Impact of retail media complexity on marketing strategies

  • Collaborative strategies between brand, sales, and e-commerce teams

  • Development of repeatable frameworks for scalability and efficiency

  • Importance of flexibility and adaptability in a fast-paced e-commerce environment

  • Embracing the test and learn mentality for success in e-commerce

  • Trying new strategies and technologies in the evolving e-commerce landscape

  • Surprising rise of social commerce and its integration with e-commerce platforms

  • Impact of tech partnerships like Meta and Amazon on social commerce

  • Prediction on the increased role of AI in e-commerce for automating tasks and enhancing consumer experiences

  • Speculation on the potential use of AI in back-end campaign setup and efficiency improvements in marketing strategies

MENTIONED IN THIS EPISODE

Connect with Premier Nutrition E-commerce Manager, Alicia Ponzani

Connect with Head of Retail Marketplaces Services Julie Spear

Learn more about Acadia

Season 2Julie SpearComment