Staying Ahead of the Evolving Marketplace Operating Models

The race to provide consumers with a better marketplace shopping experience is on. While Amazon and Walmart have committed to one-day shipping, eBay, Target and Google are also in the mix. This session will explore the multitude of operating models available via online marketplaces and compare the pros and cons of each model and how to best grow, protect and distribute your brand in the U.S. and beyond.

Garrett Bluhm, VP Marketplace Strategy, Pattern
Garrett Bluhm is the VP of Ecommerce & Marketplace Strategy for Pattern, one of the top 10 largest Amazon sellers that focuses on brand protection, growth and distribution. Pattern helps brands facilitate profitable eCommerce growth on marketplaces. Pattern has global offices strategically located in the US, UK, China, Australia, and Middle East. Garrett is responsible for the strategic direction of marketplace expansion and growth both domestically and internationally. Garrett is a practitioner at heart, with a focus on finding new ways to deliver growth via traffic, conversion and basket size optimization. Garrett spent most of his career in eCommerce at CPG industry leaders Schiff Nutrition, Reckitt Benckiser, Unilever and Hylands. Garrett led these organizations in their DTC and e-retail eCommerce efforts and has a unique approach to driving lean eCommerce structures.

Advanced Amazon Demand Generation: Getting beyond vanity metrics and driving sustained growth

How will you drive the next round of eCommerce growth? Patrick and Abi will review advanced bidding strategies, discuss the practical application of machine learning, and review recent Amazon product releases and how to best actions. Designed for the advanced practitioner, the talk will be jargon heavy, nuanced and fast!

Patrick Miller, Co-Founder, Flywheel Digital
Patrick Miller, Co-Founder of Flywheel Digital, helps leading Amazon Vendors achieve digital sales, brand, and supply chain goals. An expert in Amazon workings, Patrick has led engagements for clients including Procter & Gamble, Johnson & Johnson, Hershey’s, Glanbia, Newell, and 3M to figure out how best to work with and through Amazon and the unique needs of the platform.

Abi Harmon, Senior Vice President of Client Services, Flywheel Digital
Abi was a Senior Vendor Manager with Amazon and drove strategic partnerships by focusing on dynamic promotions and process automation. She launched new categories in the fast growing Pets’ space, managing profitable fulfillment and also increasing volume on SKU intensive Apparel and Bedding categories with detail page health reporting. Abi joined the supplier world at KC to accelerate growth within the Omnichannel eCommerce space and launch the eCommerce new business development team, where she won the 2015 President’s Award. Abi has more than 10 years of retail and CPG experience, after starting her career at Target overseeing categories including Apparel, Home, and Media.
 

Case Study with Dean Foods: Perspective on Building an eCommerce Business in Categories that are Just Starting to Emerge Online

Neha Mallik, Director of Omnichannel Sales at Dean Foods, has driven change and growth in one of the most nascent categories for eCommerce—fresh dairy. This session will outline how she recommends getting senior leadership buy in and commitment on digital investments, even if eCommerce is a low percentage of sales. The session will include perspective on building an infrastructure for eCommerce success, best practices on evaluating service provider capabilities, and perspective on how to evaluate the next wave of growth opportunities on Amazon and other leading retailers.

Neha Mallik, Director of Sales, Dean Foods 
Neha Mallik, with over 25 years of CPG industry experience in both in-store and online sales and marketing. Currently leading the development and overall execution of the e-commerce vision and roadmap of Dean Foods organization through strategic initiatives, including development, management and implementation of all activities required to successfully drive revenue and increase market share in e-commerce. She is responsible for leading the company’s strategy, advancing new capabilities and driving retailer partnerships to help improve the online grocery shopping experience.