eTail Boston 2020

October 13 - 15, 2020

The Sheraton, Boston

Transform CONTENT Summit - Monday, August 19th, 2019

Bringing together marketers and creatives who focus on content for all channels to sell and drive commerce.

The NEW TransformCONTENT Summit is formed out of the demand of our retailers and focuses solely on the hottest area within retail— research told us while retailers love talking about and deploying content, they still have a difficult time ensuring hard results around content commerce. Content provides a unique value prop for retailers—be inspired be our executive presenters who are breaking through the mold, educating and entertain customers while driving revenue!

8:20 am - 9:00 am Continental Breakfast & Registration Sponsored By Zaius

Time to fuel up for a great day of in-depth learning on how to create new, educational and entertaining content that leads to buyers.

9:00 am - 9:10 am Welcome Remarks

Lori Hawthorne, Divisional Director at eTail

Lori Hawthorne

Divisional Director

9:10 am - 9:20 am Chairperson's Opening Remarks

Brian McDowell, Principal Digital Strategist at BloomReach

Brian McDowell

Principal Digital Strategist

9:20 am - 9:50 am Keynote: Storytelling In Ecommerce: How Niche Is The New Mass

Today, audiences are much savvier and culture is much sharper, so publishers and media brands also need to adapt. Brands now must seek out vulnerability, not to isolate consumers, but to engage audiences -- creating focused communities and sharing insightful, relevant content, allowing passionate people to connect with one another.  As a digitally native company, Highsnobiety is always looking for organic ways to connect with its audience to better serve them. Discover from Jeff and Adam:
•How traditional shopping business models have adapted to keep up with audience demand
•How media companies have created new opportunities to redefine the idea of storytelling and retail, with a new and highly engaged audience.
•How niche audiences have become mass consumers, and what the future of commerce is
Adam Petrick, Global Director of Brand and Marketing at Puma

Adam Petrick

Global Director of Brand and Marketing

Jeff Carvalho, Managing Director at Highsnobiety

Jeff Carvalho

Managing Director

9:50 am - 10:15 am Keynote: Ancient Product Meets Modern eTailing Content Entertainment

Beverage alcohol is one of most enduring of human pleasures.  We still have the remains of earthenware vessels, created 9,000 years for storing fermented beverages.  How is this ancient part of human existence now being successfully sold today, using eTailing techniques around the world?  John McDonnell, global leader in the spirits industry, will share real observations and learnings from his years at Patrón Spirits and now as Managing Director International, Tito’s Handmade Vodka.
• How a brand’s authentic, experience-based identity can provide “high touch” impact that people appreciate in a “high tech” world
• Using digital communications for delivery convenience & heightened sales
• Adjusting eTail communications & experiences from one culture to another
John McDonnell, Managing Director International at Tito’s Handmade Vodka

John McDonnell

Managing Director International
Tito’s Handmade Vodka

10:15 am - 10:50 am Morning Coffee & Refreshments

Your mind is buzzing with ideas so grab some coffee and keep it going!

10:50 am - 11:20 am Cult Brand Panel Discussion: 5 Tips And Tricks And Content Tricks To Engage Fans And Build A Cult Following

A cult brand has such a loyal customer base that it promotes a fanatical spirit. A cult brand has customers who truly feel a part of a brands’ success and loyalists feel a sense of ownership or vested interest in it. Join the executives from these wildly popular brands to learn tips and tricks as to how to bolster said fanatical spirit:
• How showcasing a lifestyle leads to engagement and sales
• Filming in-studio and on a budget—how to produce content quickly and cheaply
• Showcasing UGC and building communities to share how to use product 
• Retaining the right influencers and ensuring there is no overlap with other brands
Sadie Kurzban, Founder & CEO at 305 Fitness

Sadie Kurzban

Founder & CEO
305 Fitness

Jay Curley, Global Head of Integrated Marketing at Ben & Jerry's

Jay Curley

Global Head of Integrated Marketing
Ben & Jerry's

Rachel Golden, Marketing Director at Kith Treats

Rachel Golden

Marketing Director
Kith Treats

11:20 am - 11:50 am Getting Personal: How Lovepop Brings Meaning And Connection To The Digital Age

In the fast-paced, digital world we live in, people are looking for meaningful, offline ways to connect with those close to them. Lovepop, creator of beautiful laser cut and handcrafted pop-up cards, has cracked the code on achieving that underlying human need to connect by creating a unique experience focused on the relationship between giver and receiver. While the card industry as a whole may be challenged, the sentiment behind it is as necessary as ever.

The discussion will address:
● What it means to reinvent the social expressions industry.
● The growing desire for personalization. 
● The importance of building meaningful, thoughtful customer experiences. 
Wombi Rose, CEO and Co-Founder at Lovepop

Wombi Rose

CEO and Co-Founder

11:50 am - 12:50 pm Lunch For All Attendees

Take this time to chat and chew with someone you may not have met yet!
Today’s consumer is plugged in and zoned out and need a constant influx of entertainment. For retailers, video education is paramount to sell product—but if it can be educational and entertaining, consumers will spread the word of your product for you. These digital leaders present:
• Creating stories and showcasing detail and brand lifestyle in a captivating way 
• Video creation: which video platforms(YouTube, Instagram, SnapChat) are appropriate for your product for advertising and social commerce
• Building mini-studios in-house and using smart phones to quickly build low cost but beautiful videos
• Marketing and re-purposing your video across all social platforms to enhance SEO and virality 
Lana Koretsky, Director of Video & Direct Mail Marketing at Wayfair

Lana Koretsky

Director of Video & Direct Mail Marketing

Jon Bausman, Director of Marketing at Airhead Sports Group

Jon Bausman

Director of Marketing
Airhead Sports Group

Fabio Marciano, Director, Digital Marketing at Benjamin Moore & Co.

Fabio Marciano

Director, Digital Marketing
Benjamin Moore & Co.

1:20 pm - 1:45 pm Rue La La x Volvo XC90: How A Partnership Drives New Marketing Initiatives

Join Craig as he drives you through the Rue La La and Volvo partnership. Learn about their brand synergy and how they widened audience reach and leveraged each others’ loyal customers (and data!).
Craig Kapilow, Sr. Director of Brand Partnerships & Integrated Marketing at Rue La La

Craig Kapilow

Sr. Director of Brand Partnerships & Integrated Marketing
Rue La La

1:45 pm - 2:15 pm Case Study Remix: Fenrici - Born On Amazon Using Content Marketing

Fenrici is a mission-driven consumer brand that was launched last summer exclusively on Amazon with quality products serving families with students. Fenrici has since become a top brand on Amazon platform. Fenrici leverages content marketing on and off Amazon platform to drive brand awareness, acceptance, and develop a loyal group of brand ambassadors that share the mission and passion of the brand. This discussion will address:

• Generating brand awareness on and off Amazon platform through content marketing
• Quick analysis key content marketing and analytical tools on Amazon
• How to get your content marketing going with limited budget
Zach Jensen, Director of Growth at Fenrici Brand

Zach Jensen

Director of Growth
Fenrici Brand

2:15 pm - 3:00 pm Afternoon Coffee & Refreshments

The day is winding down but there are still a great evening ahead! Fuel up during this time.

3:00 pm - 3:00 pm Conclusion Of The TransformCONTENT Summit

Join us for Cocktails & Conversations, followed by the House of Blues reception!
Grab a cold beer or a glass of wine and join your new peers during informal conversations organized by retail vertical. Kick off the evening right by meeting people with similar challenges and walk away with new ideas to take back to your office. 

Verticals include: 
• Apparel And Accessories 
Hosted By: Jennifer Wasik, VP of Marketing, Occasion Brands

• Mass Merchants and Discount Department Stores 
Hosted By: Craig Kapilow, Senior Director, Brand Partnerships & Integrated Marketing, Rue La La

• Beauty/Wellness/Fitness 
Hosted By: Brittany Capalbo, Senior Manager, Paid Acquisition, Clarins, Michelle Hadley, Manager, CRM & Data Analytics, The Body Shop

• Toys and Hobbies; Home Decor And Home Goods 
Hosted By: Fabio Marciano,Director, Digital Marketing, Benjamin Moore & Co, Lauren Abramson, Search Marketing Manager, Benjamin Moore & Co.
• Hard Goods (inclu. Consumer Electronics And Office Products)
Jennifer Wasik, VP of Marketing at Occasion Brands

Jennifer Wasik

VP of Marketing
Occasion Brands

Craig Kapilow, Sr. Director of Brand Partnerships & Integrated Marketing at Rue La La

Craig Kapilow

Sr. Director of Brand Partnerships & Integrated Marketing
Rue La La

Fabio Marciano, Director, Digital Marketing at Benjamin Moore & Co.

Fabio Marciano

Director, Digital Marketing
Benjamin Moore & Co.

Lauren Abramson, Search Marketing Manager at Benjamin Moore & Co.

Lauren Abramson

Search Marketing Manager
Benjamin Moore & Co.

Michelle Hadley, Manager, CRM & Data Analytics at The Body Shop

Michelle Hadley

Manager, CRM & Data Analytics
The Body Shop

5:00 pm - 7:00 pm House of Blues Reception

Get ready for food, brews and blues at Boston’s iconic House of Blues! Rock out with dueling pianos and get your dancing shoes on with your new friends. This party is BACK due to high demand. Shuttles provided in front of Sheraton Lobby, starting at 4:45.

6:00 pm - 6:00 pm Registration Closed