eTail Boston 2019

August 19 - 22, 2019

The Sheraton, Boston


Day 2: Digital Growth And New eCommerce Experiences

Life is in the fast line for eCommerce and eTail! Discover what new eCommerce experiences are transforming businesses at rapid speed and breaking global sales barriers! 

7:40am - 8:10am
  • Registration Open In The eTail Hallway, Sponsored By Zaius
  • Expo Open! Join For A Grab And Go Breakfast

8:10 am - 8:20 am Welcome Address & Opening Ice Breaker

Megan Kessler - Program Director, eTail East

Megan Kessler

Program Director
eTail East

8:20 am - 8:45 am What’s The Digital Marketing Formula?

Brian Beitler - EVP, Chief Marketing & Brand Development Officer, J Jill
Is there a winning formula for building a brand in the digital era?” Brian gets asked this question, or one similar, by colleagues, associates, and peers.  His answer has been the same for about a decade: There is always a “winning formula!” But that’s the wrong question.  The question we should be asking is, “How do we find ours?”

Join Brian as he shares simple, powerful, and effective methods for helping you get on the journey of finding the answer.  He’ll discuss:
• How to better leverage data science, and have better conversations at the front line to unlock key insights into your customer’s mindset
• Harnessing internal associate creativity and your brand’s share of their mind-space
• With the above in hand, gain the building blocks necessary to begin developing your brands’ digital formula


Brian Beitler

EVP, Chief Marketing & Brand Development Officer
J Jill

8:45 am - 9:00 am Chairperson’s Remarks

Trevor George - Founder, Blue Wheel Media

Trevor George

Blue Wheel Media

Today’s customers are seeking authentic brand values and experience, and want to feel a connection to the brands that they shop. Hear how three different retailers are approaching digital messaging showcasing their brand values to engage their customers and drive loyalty:

• You can’t be everything to everyone: crafting the best value prop for your most valuable customers 
• Ensuring a unique hook driven by fresh customer insights to get your customers shopping across channels
• Building the omni-capabilities to allow the customer to get what they need from any channel—and communicating with the customer the benefits behind it
• Providing content and experience to back up category expertise: the technology and touchpoints to execute informed decisions and buys

John Lacy

Burton Snowboards


Sherrill Kaplan

Head of Marketing


Joseph B. Megibow



Catherine Lewenberg

VP, Retail Omnichannel Digital
CVS Health


Julian Kahlon

Project Verte

9:30 am - 9:50 am Keynote: LL Bean: The Story And Process Behind The Revitalization Of A Century Adored Brand

Chris McDonough - Chief Sales and Brand Officer, L.L.Bean

Chris McDonough

Chief Sales and Brand Officer

9:50 am - 10:40 am Sweet Treats Breakfast Break In The Expo

Get your sugar rush going with some breakfast goodies!

9:50 am - 10:40 am Working Mamas Meet-Up!

Are you a working mama and this work trip is the new vacation? Meet in the Social Lounge in the back of the Expo! Thanks to Splendid Spoon for supplying fun swag (limited quantities)!

10:40 am - 11:00 am Keynote: Headwinds Into Tailwinds: The Six Digital Strategies

Shelagh Stoneham - SVP, Marketing, Chico's
Brands today continue to be under  intense pressure as evidenced by a record number of  soft earnings releases and chapter 11 Filings. This presentation identifies key market pressures that are impacting online retailer marketing efforts. Examples are used to illustrate how some brands are effectively blunting the impact of headwinds.  And others riding tailwinds to drive strong sales.
The take away will be six strategies for success That brands can effectively leverage to maximize their digital marketing efforts.

Shelagh Stoneham

SVP, Marketing


Jason Hornik

VP, Customer Experience Solutions
Zeta Global

Omnichannel is not a one team initiative. For omni-organizations today, there is an order of magnitude when it comes to ensuring that innovation is successful. Teams must start with one product to test, and then increase the tests per product to ensure all is seamless. Bar none, it’s all about testing, iterating, and pivoting, as agility is core to innovation. The leading executives on this panel present:

• The eCommerce performance areas executives are looking to redefine 
• Knowing your customers’ interactions matter more than ever—how to put them at the core of experimentation
• Defining a retail hypothesis and clearly outlining the business process gap 
o Exploring new tech initiative fill this gap
• Life in the fast lane: keeping up with new tech that are furthering advancements and powering personalization
• Experimentation at scale: the milestones before launching new tech into overdrive 

Michele Parzianello

SVP eCommerce
J Jill


Parinda Muley

VP, Innovation & Business Development


Victor Lee



Jason Williams

VP Customer Technology
DICK's Sporting Goods

11:50 am - 12:15 pm Keynote Fireside Chat: Personalized Digitization—Barneys New York As A Creative Venue For Immersive Retail

Kim Bhasin - U.S. Luxury Reporter Bloomberg Katherine Bahamonde Monasebian - Chief Digital & Technology Officer, EVP, Barneys New York
Barneys New York is a leader in innovative fashion and retail experiences. With a legacy of discovering some of fashion’s biggest names, the globally renowned multi-channel retailer is dedicated to identifying the newest trends in luxury. This keynote will address Barneys’ continued growth, as it evolves as a creative venue for experiential retail, supported by rich editorial content, advanced data-driven personalization, and cross-channel collaborations like thedrop@barneys and The High End. Join Katherine as she discusses Barneys New York’s approach to marrying the online and physical retail experience, customer segmentation, and further expansion into key international markets.

Katherine Bahamonde Monasebian

Chief Digital & Technology Officer, EVP
Barneys New York


Kim Bhasin

U.S. Luxury Reporter

12:15 pm - 12:35 pm Turning The Page: How New Chapter Launched Its D2C Business With BigCommerce

Rory Foster - Direct-to-Consumer Marketing Manager, New Chapter Marc Ostryniec - SVP Sales, BigCommerce


Rory Foster

Direct-to-Consumer Marketing Manager
New Chapter


Marc Ostryniec

SVP Sales

12:35 pm - 12:55 pm GUEST SPEAKER! Digital Transformation: How To Turn Your Company Into A Digital Master

George Westerman - Principal Research Scientist, Initiative For The Digital Economy,, MIT Sloan School Of Management

George Westerman

Principal Research Scientist, Initiative For The Digital Economy,
MIT Sloan School Of Management

12:55 pm - 1:55 pm Meet and Greet Lunch For All Attendees

You’re feeling inspired and motivated by today’s sessions, but be sure to take a break and get ready for more this afternoon!

12:55 pm - 1:55 pm Invitation Only Private Workshop & Lunch Hosted By Alphonso

Track A: Driving Data, Analytics & AI

1:55 pm - 2:05 pm Chairperson’s Opening Remarks
Peyman Zamani - CEO, Logicbroker

Peyman Zamani


Track B: Digital Marketing And The Customer Journey

1:55 pm - 2:05 pm Chairperson’s Opening Remarks

Track C: Testing & User Experience Efficiencies

1:55 pm - 2:05 pm Chairperson’s Opening Remarks

Track D: Retailer Only Connections

1:55 pm - 3:15 pm Partnership Pavilion
Are you a retailer that loves partnering with other brands? This meet and greet is for those who are looking to leverage new partners to break out of their mold and gain exposure to a new customer base. Engage with people in the moment that can lead to long-term partnerships. 

Track A: Driving Data, Analytics & AI

2:05 pm - 2:25 pm Using First Party Data To Drive Efficient And Effective Marketing Through The Funnel
Sarah Stalnecker - Head of Global Analytics, New Balance
First party data is among any brand’s most valuable assets. But there are challenges every step of the way for brands: obtaining the data, organizing it, and putting it into action in ways that drive brand love and commercial value.

In this session, Sarah discusses how New Balance has come to develop and deploy a rich store of first party data to deliver marketing campaigns and communications consumers love, while driving higher ROAS for all marketing investments through the funnel.
• Launching and scaling an omni-channel loyalty program to link consumer data across disparate & formerly siloed touchpoints 
• Layering first party data with predictive analysis for more efficient and effective prospecting – from bid strategies to creative and copy development
• Using a CDP to automate multi-channel, multi-touch campaigns triggered by 1-1 consumer behavior
• Bridging the data gap to offline marketing – using first party data to inform strategies and executions from out of home to print to physical retail 

Sarah Stalnecker

Head of Global Analytics
New Balance

Track A: Driving Data, Analytics & AI

2:25 pm - 2:45 pm Innovative Tech Presentation
To present a cutting edge technology that is changing retail eCommerce, contact Chet Silverman at 646-200-7478 or
As customers become more reliant on digital technology, retailers should accelerate their data strategies  to build better interactions with customers. As customers interact more with data-deployed tech, especially AI-driven tech, digital experiences can feel more human, offering a higher quality experience across channels. Discover:
•Centralizing data and hiring data scientists to assess qualitative growth
•Developing and implementing a cohesive strategy for data sharing to achieve business goals
o Iterating, pivoting, and scaling customer data
• Breaking down silos to bridge the gap between marketing and IT
• Data dashboards: showcasing metrics to communicate business value to the company 

Rocky Sharma

Sr. Director, Product Management, eCommerce


Munan Xue

Head of Growth Marketing


Nabin Ghimire

Director of Analytics & Optimization, Global eCommerce - Direct to Consumer
Newell Brands


Courtney Graybill

VP, Customer Experience & Product Management
David`s Bridal

Track B: Digital Marketing And The Customer Journey

2:05 pm - 2:25 pm Mobile: Why Customers Are Addicted (And What Marketers Can Do About It)
Erin Everhart - Sr. Manager, Media Strategy & Mobile, The Home Depot
• See how mobile has changed the way customers shop and what marketers can do about it
• Understand the psychology to what makes mobile (and the content on it) so addictive
• Add marketing tactics to your toolkit to help you better reach (and convert) your customers
• Better position mobile media as a revenue-generating channel within your media mix


Erin Everhart

Sr. Manager, Media Strategy & Mobile
The Home Depot

Track B: Digital Marketing And The Customer Journey

2:25 pm - 2:45 pm Innovative Tech Presentation
To present a cutting edge technology that is changing retail eCommerce, contact Chet Silverman at 646-200-7478 or
Join this showcase to take a look at brands who are taking a technology first approach to growth. Discover how they are using tech to impact customer behavior and purchase patterns and exponentially grow their business by:
• Assessing commonalities among a group of leading disruptors
• Thinking about what you can do differently to speed up innovation and encourage risk taking
• Creating a customer-obsessed organizational culture to drive sustainable growth
• Growth hacking with a lean team of experts to fuel amazing results
• Using VoC techniques to truly understand the unmet needs of your customers

Chloe Thompson

VP, Commerce
Bespoke Post


D.J. Coffman

Global Head of Growth Marketing


Abhi Lokesh



Hilary Fischer-Groban

Brand Director


Jeff Allen

Hanapin Marketing

Track C: Testing & User Experience Efficiencies

2:05 pm - 2:25 pm Order Management As Key To Omnichannel: Executing On Efficiencies
Basam Abdallah - VP of Technology, Kohl's

Basam Abdallah

VP of Technology

Track C: Testing & User Experience Efficiencies

2:25 pm - 2:45 pm Emarsys Innovative Tech Presentation
With customer expectations at an all time high, how are you personalizing your site and providing a smooth and seamless experience at every visit? This diverse group of panelists will walk you through their approach to UX and the strategies for success by:
• Discussing the impact that data has had on the design community thus far
• Thinking about the possibilities for data and UX in the near future
• Building and training AI to automate more of the tedious legwork
• Using AI to personalize the user experience
• Thinking about the implications of AI on design systems and data analysis

Lynne Adams

Director, UI/UX Services
Johnson & Johnson


Josh Levine

Site Experience Manager
Custom Ink


Josh Himwich

VP Product


Sidney Dunn

Director of Loyalty, Americas

3:15 pm - 4:00 pm Happy Hour In The Expo

It’s the happiest hour at the happiest conference you’ve ever been to!! Grab a pint to and keep the fun going. Expo closes at 4:00pm.

3:15 pm - 4:00 pm Top Chef Meet-Up!

Is cooking or baking your favorite past time? Join this meet-up in the Social Lounge to swap recipes and get inspired for your next dinner party!

4:00 pm - 5:00 pm Invitation Only Craft Beer Tasting Hosted By Project Verte

4:00 pm - 4:20 pm Connecting The Dots For Linear TV Viewership

Matt Carrington - VP Marketing, Framebridge

Matt Carrington

VP Marketing

4:20 pm - 4:30 pm Innovation Spotlight

To present a cutting edge technology that is changing retail eCommerce, contact Chet Silverman at 646-200-7478 or
With so much to do and so little time, retailers are loving how AI is alleviating the manual processes of their teams used. Discover how these teams are:
• Creating content to campaign execution—the digital marketing uses of AI
o Driving to once source of truth for all analytics and measurements
• From Bots to Buy—using AI for onsite experiences to promote preferences and new product recommendations
• Challenges identified in AI implementation – what obstacles are the hardest overcome
• Predications: where AI can ultimately take retail while we are still in its test and learn environment 

Maya Gumennik

Head of Marketing, SmarterTravel


Aditya Rao

Group Product Manager


Heidi Maund

Director of eCommerce


Adam Rogas

NS8 Inc.

4:00 pm - 4:20 pm Confessions Of A Marketer

Luke Droulez - CMO, Parachute Home
Marketing today is increasingly a data-driven practice that interweaves customer insights, and brand and business goals. In our evolving retail landscape, the greatest advantage for a marketer is to understand the customer journey in its entirety. As Parachute’s first hire, Luke took ownership of building out the company’s systems and teams, from initially running operations, to tech, and now marketing. Luke’s atypical path has allowed him to extend his expertise beyond advertising campaigns and analytics as he’s grown alongside the brand – an anomaly in the world of competitive startups. Luke shares his journey and the most pertinent lessons he’s learned during his tenure at Parachute. 

This discussion will address: 
• Learning the rules – and how to break them
• Structuring your team – how do you organize functional groups to work cohesively
• Understanding the customer journey – as well as measurement

Luke Droulez

Parachute Home

4:20 pm - 4:30 pm Innovation Spotlight

To present a cutting edge technology that is changing retail eCommerce, contact Chet Silverman at 646-200-7478 or
Customers enjoy online shopping to discover products and look at options, and today’s tech tools lead to an easy informative process. The leaders on this panel shares their tip for conversion and:
• Discuss the latest tools to help analyze your current conversion rate issues
• Analyze new testing methods and practices that are working
• Review the changes you have made that have improved conversion whether it’s your shopping cart or your product descriptions etc.

Yaa Stanley

VP, eCommerce
Corelle Brands


Andy Nelson

Director of Ecommerce Analytics and Optimization


Nicholas Henderson

Head of Digital Strategy
Hari Mari

4:00 pm - 4:20 pm FTD : Adventures In Replatforming To Create Delightful Shopping Experiences

Dimple Rao - Senior Director, Head of Digital Product Management, FTD
FTD has a 109-year history in helping our customers say more with flowers, and includes a portfolio of gifting brands including FTD, ProFlowers, Shari’s Berries, Personal Creations and Interflora in the UK.  In 2018, FTD embarked on a bold mission to transform our shopping experience into one that was enjoyable, easy, mobile friendly and enabled our customers to have confidence in their choices.  Dimple and team built an experience on a modern technology stack using category and brand specific insights to create emotional expression and make buying simple and fast.  This presentation covers three key areas:
• Build vs. buy decisions when addressing a complex business model
• Using small wins based on consumer insight to create tailwinds for larger bets
• Creating a culture built on three tenets: design as a core competency, technology as a differentiator and speed to market as an enabler

Dimple Rao

Senior Director, Head of Digital Product Management

4:20 pm - 4:30 pm Innovation Spotlight

To present a cutting edge technology that is changing retail eCommerce, contact Chet Silverman at 646-200-7478 or
Before you make the move to replatform, learn the “war room stories” of these executives as to what are the features and functions you need to have to succeed: 
• How to keep up with new platform releases and updates to ensure there are no holes
• Planning the re-platforming move in a tactical way
o Collaborating with Search teams to prepare for a new URL structure
• Ensuring support and troubleshooting for sales flows are not underestimated at re-launch
• Managing C-suite expectations as there may not be an instant boost

Jim Krall

Sr. Director, Omnichannel & Digital Marketing


Dara Meath

Divisional CIO


Gail Applin

Manager Website Experience
La-Z-Boy Residential


Amie Hansen

VP of Strategy and Digital
The Rockport Company

Okay ladies, let’s get information! Listen and be inspired by an accomplished entrepreneurial panel of fierce femmes; then, cultivate new friendships and discuss the issues that were raised on the panel. 

Nicole Centeno

Splendid Spoon


Nathalie Molina Niño

Founder BRAVA Investments and Author
Leapfrog: The New Revolution for Women Entrepreneurs


Christine Monaghan

VP, Digital
Astral Brands


Marguerite Adzick

Founder & CEO
Addison Bay

Relax with a cocktail at the end of the day, and connect with retail peers and discuss and collaborate on a topic below:

1.  Getting the Most Out of Affiliate Marketing
Mark Murphy, Director of Digital Marketing, Coldwater Creek

2. Mobile, Product, And Merchants…Oh My! 
Sumantro Das, Senior Director, Product and Growth Brands,

3. Gifts Vs Personal Consumption: Know The Differences To Grow Your Retail Business And Retain Customers
Corey Newhouse, Founder & CMO, ICG America, Inc.

4. Creating Content To Fuel Consumers’ Wildest Dreams
Molly Steinkrauss, Director of Brand and Public Relations, SmarterTravel (A TripAdvisor Company)

Mark Murphy

Director of Digital Marketing
Coldwater Creek


Sumantro Das

Senior Director, Product and Growth Brands


Corey Newhouse

Founder & CMO
ICG America, Inc.


Molly Steinkrauss

Director of Brand and Public Relations
SmarterTravel (a TripAdvisor company)

5:40 pm - 5:40 pm Conclusion Of Day Two & Expo Closes