Unbeatable Brands: eCommerce strategies to build brand loyalty amidst infinite selection
Grand Ballroom

Brand loyalty has become more important and more elusive than ever on the expansive digital shelf. We’ll explore how limitless selection exerts new pressures on brands and outline the definitive steps eCommerce leaders can take to grow brand awareness, loyalty and market share across Amazon, Walmart and social commerce platforms like Pinterest and Instagram. Featuring analysis of the highest achievers from a group of 40 thousand brands driving $250 billion in e-commerce sales, the presentation will deliver a fast-paced tour of the strategies used to succeed in this new environment.

Michael Lagoni, CEO, Stackline
Michael Lagoni is CEO of Stackline, a retail technology company based in Seattle, WA that was founded by a group of Amazon veterans. Stackline’s all-in-one commerce platform activates data, automates execution, and optimizes e-commerce performance for thousands of the world’s largest brands and retailers.

Before founding Stackline, Michael held data analytics roles at Amazon and The Boston Consulting Group where he helped consumer brands turn insights into commercial excellence.

Michael earned his MBA from Harvard Business School.

How are Millennial and Gen Z consumers using Amazon along their customer journey?
Cascade 1 Room

In this session, CRC eCommerce analysts Laura Decker and Oksana Pelts will share their latest consumer insights around how Amazon impacts the path to purchase for Millennial and the Gen Z consumers. This session will center around how these consumers use Amazon to discover, research, and ultimately purchase products, and what brands can do to connect with these important customers. This will be a critical session for eCommerce professionals looking to better understand how the biggest wave of consumers shops differently and what that means for manufacturers’ strategy.

Laura Decker, Market Research Associate, CRC
Laura is a Research Associate of Cleveland Research’s eCommerce Council, serving as a resource to brands by providing insights primarily through research and roundtables so they can be armed with eCommerce best practices. Laura joined CRC in 2018 from the J.M. Smucker Company where she traded coffee futures.  

Laura holds a Bachelor’s Degree from Taylor University. She resides in Cleveland with her husband Drew.

Oksana Pelts, Director of eCommerce, CRC
Oksana is the Director of Cleveland Research’s eCommerce Council, where she is helping brands achieve success in the ever-changing eCommerce space by analyzing trends and using data visualization to help brands define a path forward. Prior to her role, she worked for Hinkley Lighting where she helped lead the eCommerce efforts for the national lighting brand.  Her tenure stretches nearly ten years, where she’s had the opportunity to work with eTailers such as Amazon, Wayfair, and Build.com.

Oksana holds a Bachelor’s Degree from Ohio Wesleyan University, an MBA from Case Western Reserve University’s Weatherhead School of Management, and a green belt certification in Six Sigma. She spent a semester in New York City holding internships at the Whitney Museum of American Art and the Brooklyn Museum of Art. She currently resides in Cleveland with her husband and son.

Amazon Foundational Understanding: How is Amazon different from an ordinary retailer, how does it measure success, and what does our vendor manager care about?
Cascade 2 Room

Working with Amazon challenges the traditional way of thinking, selling, and interacting.  In this workshop we discuss what is important to an Amazon Vendor Manager, and how managing the Amazon business differs from other retailers. Learn how to leverage your strengths, recruit the right team members, maneuver Vendor Central, and ultimately grow your business.  This will be a fantastic session for manufacturers that are newer to Amazon.

Darcy Meier, Senior Director of eCommerce, Vi-Jon
Darcy Meier is a retail professional with CPG leadership experience at both Walmart and Amazon.  Darcy's expertise is in Sales, Marketing, eCommerce, and Private Brands, currently employed at Vi-Jon. She developed the eCommerce strategy, team, and structure for the company, and is responsible for launching over 1000+ ASINs on Amazon.

Previous to this, Darcy's career included serving as the Manager of Vendor Management for Consumables at Amazon. She hired and developed a team to grow and lead the strategy for the Amazon Canada Consumables business. Prior to Amazon, Darcy was employed at Walmart and had multiple buying and financial responsibilities for various categories including: Baby, Household Chemicals, and Personal Care.

Darcy earned a MBA from Missouri State University. She also has a Bachelor of Science in Business Management and Spanish from Emporia State University.

She is a committee member of the Women in Store Brands Excellence (WISE) and an active mentor for the Emporia State School of Business.