eTail Boston 2025
August 11 - 14, 2025
Sheraton Boston, MA
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!
Transform SEARCH & ACQUISITION Summit
Transform EMAIL & RETENTION Summit - Monday, August 19th, 2019
Transform CONTENT Summit - Monday, August 19th, 2019
Day 1: Always On: Omni-Channel And The Connected Customer - Tuesday, August 20th, 2019
Day 2: Digital Growth And New eCommerce Experiences - Wednesday, August 21st, 2019
Day 3: Retail Disruption And The Future Of eCommerce - Thursday, August 22nd, 2019
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,
eTail
9:10 am - 9:20 am
Chairperson's Opening Remarks
Brian McDowell -
Principal Digital Strategist,
BloomReach
9:20 am - 9:50 am
Keynote: Storytelling In Ecommerce: How Niche Is The New Mass
Adam Petrick -
Global Director of Brand and Marketing,
Puma
Jeff Carvalho -
Managing Director,
Highsnobiety
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
9:50 am - 10:15 am
Keynote: Ancient Product Meets Modern eTailing Content Entertainment
John McDonnell -
Managing Director International,
Tito’s Handmade Vodka
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
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
Sadie Kurzban -
Founder & CEO,
305 Fitness
Jay Curley -
Global Head of Integrated Marketing,
Ben & Jerry's
Rachel Golden -
Marketing Director,
Kith Treats
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
11:20 am - 11:50 am
Getting Personal: How Lovepop Brings Meaning And Connection To The Digital Age
Wombi Rose -
CEO and Co-Founder,
Lovepop
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.
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!
12:50 pm - 1:20 pm
Panel Discussion Remix: Vivid Video For Virality
Lana Koretsky -
Director of Video & Direct Mail Marketing,
Wayfair
Jon Bausman -
Director of Marketing,
Airhead Sports Group
Fabio Marciano -
Director, Digital Marketing,
Benjamin Moore & Co.
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
1:20 pm - 1:45 pm
Rue La La x Volvo XC90: How A Partnership Drives New Marketing Initiatives
Craig Kapilow -
Sr. Director of Brand Partnerships & Integrated Marketing,
Rue La La
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!).
1:45 pm - 2:15 pm
Case Study Remix: Fenrici - Born On Amazon Using Content Marketing
Zach Jensen -
Director of Growth,
Fenrici Brand
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
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!
3:30 pm - 4:30 pm
Cocktails & Conversations (Retailer-Only)
Jennifer Wasik -
VP of Marketing,
Occasion Brands
Craig Kapilow -
Sr. Director of Brand Partnerships & Integrated Marketing,
Rue La La
Fabio Marciano -
Director, Digital Marketing,
Benjamin Moore & Co.
Lauren Abramson -
Search Marketing Manager,
Benjamin Moore & Co.
Michelle Hadley -
Manager, CRM & Data Analytics,
The Body Shop
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)
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.