As the pandemic has kicked e-commerce into high gear, more consumer goods brands are turning to DTC as the way to meet the needs of today’s new consumer.
But going direct-to-consumer is easier said than done. Blurring the lines between brands, retailers, media and advertising, success in this space requires building a collaborative team who can work together to maximize growth.
In the opening keynote of the Consumer Goods Sales and Marketing Summit, Innovationedge CEO (and CGSM chair) Cheryl Perkins will moderate a panel filled with CG experts in the direct-to-consumer space: Lee Bogner of Mars, Inc., Surabhi Pokhriyal of Johnson & Johnson, and Claudia Fenske of WD-40 Company.
Bogner is global e-commerce lead - enterprise architecture and strategy at Mars, Inc., and his experience spans strategy, functional and technical capabilities and operations in a variety of selling environments, including DTC, B2B, and B2B2C. He’s delivered e-commerce growth at retail, CPG, manufacturing, digital agency, consulting and e-commerce technology firms, including Johnson & Johnson, Bed Bath & Beyond, Accenture, 3M, Chrysler and IBM.
As global director e-commerce acceleration at Johnson & Johnson, Pokhriyal is a retail and CG sector leader with experience at such companies as Procter & Gamble, Kimberly Clark, Estée Lauder and PepsiCo. She has been instrumental as an industry evangelist for e-commerce and digital marketing, bringing disruptive and innovative solutions in the area of digital transformation.
Fenske is director of e-commerce sales at WD-40 Company, and she’s been with the company for nearly nine years. Prior to WD-40, Fenske was manager of marketing operations at Chicken of the Sea International.
The panel, “CG Brands Leading From the Front With E-Commerce,” will take place on Wednesday, Dec. 8, at 11:00am ET as the opening keynote of the second day of CGSM 2020.