eTail East 2018

August 06 - 09, 2018

The Sheraton, Boston


Main Day One - eCommerce & Omni-Channel Growth Strategies

As the first main day kicks off, get ready to be inspired by retailers who are leading the way in their sectors. Hear their tactics for growth, disruption and unified commerce and walk away with fresh ideas to supercharge your business.


7:25 am - 7:25 am Registration Opens

7:25 am - 7:55 am Grab & Go Breakfast Inside The Solution Zone

7:55 am - 8:05 am Welcome Address & Opening Icebreaker

Kristin Schoenstein, Executive Director,eTail East

Kristin Schoenstein

Executive Director
eTail East

8:05 am - 8:20 am Keynote Chairperson's Opening Remarks

Oisin Hanrahan, Co-Founder & CEO,Handy
Executive Presenter, Handy

Oisin Hanrahan

Co-Founder & CEO

8:20 am - 8:40 am Keynote C-Level Chat: Essential Elements Of A Successful Brand Experience

PJ Oleksak, Chief Growth Officer,FreshDirect

PJ Oleksak

Chief Growth Officer

8:40 am - 9:00 am Keynote Fireside Chat: Visualizing The Future Of Shopping And Emerging Tech

John Mulliken, CTO,Wayfair
As a tech company that’s committed to creating the best possible shopping experience for home, Wayfair knows the importance of visual merchandising. CTO John Mulliken will discuss the company’s approach to staying on the cutting-edge of visualization techniques like augmented reality and 3D modeling, and how it has combined a customer-centric philosophy with a culture of experimentation to become a leading innovator in the e-commerce space.

John Mulliken


9:00 am - 9:40 am Grand Opening Welcome Party In The Solution Zone!

9:40 am - 10:10 am Keynote Panel Discussion: Establishing The Framework For A Digital Transformation At Your Organization

Harsh Archarya, Head of Technology & Product, Jim Edgett, Head of Integrated Marketing,Gamestop Barbara Garces, Chief Digital Officer,Citizen Watch Company
With so many organizations undergoing digital transformations, how can you ensure that your efforts will be successful? Panelist will walk you through how they define digital transformation, how they gained buy-in and all of the requirements needed to get started.

Leave with ideas for:
  • Developing a clear framework for the transformation
  • Analyzing the end to end requirements needed
  • Getting buy in across the organization
  • Examining the impact the change will have on marketing, the supply chain and other areas


Harsh Archarya

Head of Technology & Product


Jim Edgett

Head of Integrated Marketing


Barbara Garces

Chief Digital Officer
Citizen Watch Company

10:10 am - 10:30 am Keynote Case Study

Executive Presenter, Zeta Global

10:30 am - 10:55 am Keynote: Running A New Business Model & Being A Champion Of Change

Dan Smith, President,Asics Digital
Dan Smith has been an executive at the intersection of consumers, commerce, media and mobile technology for more than 10 years. In March of 2016 Dan joined ASICS Corporation by way of acquisition of Runkeeper – a Boston-based mobile fitness service and community with millions of members across 180 countries. Dan will talk about how to maintain a start up mentality within a giant organization and how they have replatformed in order to manage the shift from a manufacturer to a DTC model.

Dan Smith

Asics Digital

10:55 am - 11:25 am Beignets & Bubbly In The Solution Zone

11:25 am - 11:45 am Keynote: The Sweet Side Of Retail

Rosie O’Neill, Co-Founder & Chief Creative Officer,Sugarfina
As one of the early clicks-to-bricks pioneers, Sugarfina, a luxury candy boutique for grown-ups, now has more than 50 retail locations across North America. Hear more about how they apply their experience as an online retailer to their physical store strategy and the importance of creating sharable moments and engaging experiences that connect online and offline.

Rosie O’Neill

Co-Founder & Chief Creative Officer

11:45 am - 12:05 pm Keynote Client Case Study

Executive Presenter, Bluecore
How can you go beyond omni-channel and think in terms of a single platform where everything lives? In this session learn how brands are approaching omni-channel and discuss ideas for:

  • Identifying what the ideal customer experience should look like at every touchpoint and then building around that
  • Rethinking your teams and internal structure to better support unified commerce
  • Determining who to get involved with the organization and when

Sunil Verma

Chief Technology and Digital Officer
evine Live


Kim Czopek

VP, Digital Marketing
Lilly Pulitzer


Bridget O'Brien

Ethan Allen Global


Skye Spear

VP of Partnerships

This is your chance to get a handle on the next big thing in retail and technology. Where are VC’s investing and why? Hear more about which trends they are bullish about and where they wish they had invested. Panelists will:

  • Discuss what they see as the next big trend in retail and technology
  • Explore the core factors they consider when investing in retail—from top line growth to retention
  • Examine why retail investing is less common and which retailers are getting the most VC attention in 2018 and why

Richard Kestenbaum



Scott Friend

Managing Director
Bain Capital


Anna Palmer

Co-Founder & CEO
XFactor Ventures


Anna Palmer

Co-Founder & CEO
XFactor Ventures


Alexander Taussig

Lightspeed Ventures

12:50 pm - 1:50 pm Meet And Greet Lunch & Networking For All Attendees

12:50 pm - 1:50 pm Invitation Only Private Lunch + Workshop Hosted by Zendesk

Track A: Marketplace And Growth Strategies

1:50 pm - 2:00 pm Chairperson's Opening Remarks

Track A: Marketplace And Growth Strategies

2:00 pm - 2:25 pm Retailer Chat: Wash, Rinse, Repeat: Driving Demand Through AMS (Amazon Marketing Services)
Tim Zawislack, Senior Director, Head of eCommerce & Digital Marketing,Delta Galil Industries
When it comes to selling on Amazon, brands are often faced with the challenge of determining what to sell without the guidance they would receive from a traditional buyer. Once you determine your product mix, how should advertise it through AMS?

In this discussion, find out:
  • Navigating AMS (tips and tricks)
  • Determining what will resonate from an advertising standpoint with your target buyer

Tim Zawislack

Senior Director, Head of eCommerce & Digital Marketing
Delta Galil Industries

Track A: Marketplace And Growth Strategies

2:25 pm - 2:45 pm Presentation: Human Driver Personalization Doesn't Scale
The promise of marketing has always been to deliver personalization at scale.  Marketers today live in a world with exploding channels, increasing quantities of data, and too many choices.  Human driven personalization does not scale. Learn how Emarsys helps our clients leverage data science, machine learning, and artificial intelligence to scale truly personal interactions.
Many retailers are jumping on the marketplace bandwagon, but how can you ensure that you will be successful when selling on Amazon and others? Panelists will discuss their ideas around:

  • Examining whether your product lend itself to being sold on Amazon
  • Assessing whether you should you be a P1 or p3 provider
  • Developing your strategy for engaging on Amazon
  • Determining what percentage of your inventory to list
  • Handling international selling on Amazon

Cory Church

Head of Online Customer Marketing


Ethelbert Williams

Head of eCommerce
The Boston Beer Company


Stasha Johnston

VP, Digital Marketing & eCommerce Sales
Monin Inc.


Jonathan Stephens

General Manager
Audio Advice

Track B: Omni-Channel Execution

1:50 pm - 2:00 pm Chairperson's Opening Remarks
Rebecca Kaelin, Marketing Director,Logicbroker
Executive Presenter, Logicbroker

Rebecca Kaelin

Marketing Director

Track B: Omni-Channel Execution

2:00 pm - 2:25 pm Case Study: Leveraging Physical & Digital Assets; Improving Customer Experience through BOPIS
Rob Mills, SVP, Chief Information and Strategy Officer,Tractor Supply
Tractor Supply’s BOPIS program drives nearly half of the company’s online sales. BOPIS allows the opportunity for Tractor Supply to further support its rural lifestyle customers and to sell additional products when they come to pick up in-store, resulting in a sizable increase in the original online sale.  

BOPIS can be a tremendous sales driver and cost effective way to grow your online business. Tractor Supply’s SVP, Chief Information and Strategy Officer, Rob Mills, will discuss: 

•Setting up your site for BOPIS so that the option is crystal clear to your customers 
•Streamlining OMS for orders placed online to the store to be picked and packed 
•Ensuring that your stores are equipped from a staff and space perspective to handle online orders 
•Managing customer expectations by messaging the customer about their order status 
•Examining Curbside pick-up and other customer experience considerations 
•Determining if you should provide customer incentives for in-store pick up 

Rob Mills

SVP, Chief Information and Strategy Officer
Tractor Supply

Track B: Omni-Channel Execution

2:25 pm - 2:45 pm Client Case Study
Executive Presenter, Iterable
As retailers work towards becoming truly omni-channel, it’s critical to make sure your teams are operating in a way that supports your efforts. This diverse group of retailers will walk you through how they are:

  • Reorganizing your teams to better handle new omni-channel tools and technologies 
  • Breaking down existing digital channel siloes to improve efficiency 
  • Developing interdisciplinary teams to ensure the job gets done 
  • Communicating amongst and across teams using social networks and other tools 

Bogdan Constantin

Generation Tux/Menguin


Lo Li

VP, Information Technology


Anshuman Taneja

VP, Product & UX
American Eagle Outfitters

John Woodman

Director, eCommerce

Track C: Customer Acquisition And Optimization

1:50 pm - 2:00 pm Chairperson's Opening Remarks

Track C: Customer Acquisition And Optimization

2:00 pm - 2:25 pm Case Study: Can I Just Be Real With You?
Scot Tatelman, Co-Founder, Owner,STATE Bags
"I can't do this." "What am I doing?" and "Is this really me?" were thoughts and questions STATE Bags Co-Founder & GiveBackGuy, Scot Tatelman battled... for a long time. This talk explains how the self-doubt and expectations we place on ourselves can distract from one's authenticity, and how 'just being real' can lead to incredible things - for yourself, and the world. 

Learning objectives: 
•Teaching the values and benefits of authenticity and humility - to just be real, no BS, hidden agendas or ulterior motives.
•How living more authentically and with humility often means finding the path that's right for you, not trying to re-tread someone else's. Living with true authenticity is hard - really hard - but this talk will lay out ways to start.
•How living more authentically could carry into your business practices, strategies and culture while helping to support those that need help. 


Scot Tatelman

Co-Founder, Owner

Track C: Customer Acquisition And Optimization

2:25 pm - 2:45 pm Client Case Study
Executive Presenter, BloomReach

Track C: Customer Acquisition And Optimization

2:45 pm - 3:15 pm Panel Discussion: Conversion Optimization: Lessons Learned from The Trenches
Saloni Goyal, Senior Product Manager, Mobile,1-800-Flowers Robert Elzner, Director, Online Marketing And Ecommerce,Dell, Inc.
How can you meet and exceed your website conversion goals? Panelist will share their lessons learned and share ideas for:

  • Constructing a conversion optimization plan 
  • Looking at tactical ways to increase optimization 
  • Increasing conversion on your product pages 
  • Looking at inbound landing pages 
  • Rethinking your shopping cart and checkout 


Saloni Goyal

Senior Product Manager, Mobile


Robert Elzner

Director, Online Marketing And Ecommerce
Dell, Inc.

Track D: C-Suite Retreat (Invitation Only / Retailer Only)

1:50 pm - 2:25 pm Retailer Only Panel Discussion: The State Of The Retail Industry
Carina Ertl, Global CMO,ETON Shirts Barbara Garces, Chief Digital Officer,Citizen Watch Company
Validate your ideas. Inspire others. Discover partnering opportunities. Hear from your fellow executives in a panel discussion. Get the opportunity to exercise your minds, build a brain-trust, and leverage those who truly have their pulse on tomorrow’s technology. Together, discuss retail’s current environment, and where you think areas of growth (or decline!)

Panelist-hosted roundtable discussions to follow

Carina Ertl

Global CMO
ETON Shirts


Barbara Garces

Chief Digital Officer
Citizen Watch Company

3:15 pm - 4:05 pm Happy Hour Networking Break In The Exhibit Hall

Track A: Marketplace And Growth Strategies

4:05 pm - 4:35 pm Case Study Remix: Rethinking Branding In The Amazon Era
With Amazon easily winning when it comes to convenience and often times, price, how can you set yourself apart? The answer may be in how you brand yourself and the ways your use your brand to drive engagement. Discuss:

  • Developing a brand story that connects with your audience
  • Playing up your key brand differentiators

Track A: Marketplace And Growth Strategies

4:35 pm - 4:45 pm Technology Showcase

Track A: Marketplace And Growth Strategies

4:45 pm - 5:15 pm Panel Discussion Remix: Borrowing From Amazon—What Can We Learn?
Ajay Kapoor, VP, Digital Transformation & Strategy,SharkNinja

Ajay Kapoor

VP, Digital Transformation & Strategy

Track B: Omni-Channel Execution

4:05 pm - 4:35 pm Case Study Remix: Digital Innovation To Deliver An Omni-Channel Experience
Sam Norpel, GM, Digital Commerce,Vitamin Shoppe

Sam Norpel

GM, Digital Commerce
Vitamin Shoppe

Track B: Omni-Channel Execution

4:35 pm - 4:45 pm Technology Showcase

Track B: Omni-Channel Execution

4:45 pm - 5:15 pm Panel Discussion Remix: Integrating Online and Offline Marketing For A Seamless Shopping Experience
Edward Bourelly, Head of Retail Marketing, Director of Marketing,New Era Cap Company Scott Drayer, Vice President, Marketing,Paul Fredrick Menstyle Paula Hunter, Executive Director,NFC Forum
  • Determining the back end technology needed to integrate online and offline
  • Rethinking the role of the store channel for marketing
  • Using mobile to better connect bricks and online
  • Fostering collaboration across the organization

Edward Bourelly

Head of Retail Marketing, Director of Marketing
New Era Cap Company


Scott Drayer

Vice President, Marketing
Paul Fredrick Menstyle


Paula Hunter

Executive Director
NFC Forum

Track C: Customer Acquisition And Optimization

4:05 pm - 4:35 pm Case Study Remix: Designing An Influencer Strategy That Ties Back To Your Brand Promise
Jen Wilder, Group VP, Marketing, eCommerce & Events, Beauty Systems Group,Sally Beauty Holdings
Ever had a haircut or highlights? Chances are your  hair stylist or barber knows us. Learn how we converted transactional customer moments into an EPIC brand experience. One Brand Ambassador grew to a team of dozens of influencers helping us deliver what our tribe of customers want.*Hint* it’s more that great products. We’ll share our 4 pillars and how we tapped our professional customer community to create a movement. 
Attendees will discuss:
  • Risk/rewards for truly authentic influencers
  • How we bring EPIC to life through every digital channel
  • Driving innovation based on the customer, not the trends 

Jen Wilder

Group VP, Marketing, eCommerce & Events, Beauty Systems Group
Sally Beauty Holdings

Track C: Customer Acquisition And Optimization

4:35 pm - 4:45 pm Technology Showcase

Track C: Customer Acquisition And Optimization

4:45 pm - 5:15 pm Case Study Remix: Align The Core: How A Day In July Turned Vendors Into Partners And Started A Digital Transformation
Johnny Russo, AVP, Digital Marketing and eCommerce,Mark's
A winning strategy requires getting all parties aligned around the same goal. In this session, hear how Canada’s leading casual apparel, footwear, and workwear retailer, Mark’s, brought all of its digital vendors into their strategic planning process, which ignited a change from a traditional retailer to one that is ready for a Digital Transformation.

In this session, you will learn:
  • How the outputs from this core partner meeting added a layer of accountability for all (which was lacking prior)
  • How this new, aligned strategy permeated throughout the rest of the organization
  • How to gain senior executive buy-in for digital disruption
  • How to use data to tell, then sell your story
  • How to ignite change by leveraging education and training
  • How to drive cultural growth and change
  • How to use an agile approach to future-proof your business

Johnny Russo

AVP, Digital Marketing and eCommerce

Track D: C-Suite Retreat (Invitation Only / Retailer Only)

4:05 pm - 5:15 pm C-Suite Retreat Continues
C-Suite Retreat continues with roundtables

5:15 pm - 5:15 pm Conclusion Of Main Day One

5:15 pm - 7:10 pm Networking & Cocktail Party At The House Of Blues