Podcast
Spark Sessions | Public Label Agency Podcast with Summer DuBois
Hosted by Summer DuBois-Lenderman · EN
Welcome to Spark Sessions, the Public Label Agency podcast with Summer DuBois. We explore the latest in shopper marketing, retail media, experiential activations, AI, and brand strategy. From e-commerce to immersive brand experiences, each episode unpacks the trends shaping how brands connect and grow. No fluff...just bold ideas, sharp insights, and real strategies that spark results.
10episodes
Episodes
Newest firstAll episodes
Episode 16: Performance Over Funnels: Rethinking Retail Media with McCord Chapman and Michael
Feb 300:36:17Tap to summarizeThe conversation explores the evolving landscape of retail media networks, focusing on the strategic choices and challenges faced by brands in navigating platforms like Amazon and Walmart. It delves into the importance of measurement, the impact of retail media networks on brands, and the nuances of vendor relationships. The conversation delves into the challenges and opportunities in retail media, the impact of AI on consumer behavior, and the need for a coordinated strategy across in-store and online channels. It also highlights the importance of data-driven decision-making and the role of storytelling in brand success.TakeawaysRetail media networks require brands to make strategic choices and understand the unique dynamics of platforms like Amazon and Walmart.Measurement and attribution are crucial for brands to assess the impact of retail media networks and make informed decisions. Retail media requires a shift in internal capability and a focus on consistent storytelling.AI tools are changing consumer behavior and require brands to adapt their content and strategies.A coordinated strategy across in-store and online channels is essential for success.Chapters00:00 Introduction to Retail Media Networks07:24 Amazon vs. Walmart: E-commerce Strategies13:13 Performance and Measurement19:00 Measurement and Attribution25:50 Challenges and Opportunities in Retail Media32:20 Impact of AI on Consumer Behavior38:05 AI Tools and Content Strategy49:53 Coordinated Strategy Across Channels
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Episode 15: Decoding Consumer Behavior: Why Measurement Needs a New Mindset with Sayf Sharif
Jan 2000:34:14Tap to summarizeSummaryIn this episode, Summer DuBois engages in a thought-provoking conversation with Sayf Sharif, co-founder and president of Three Bears Data. They explore the intersection of data, marketing, and human behavior, with Sayf sharing his unique journey from archaeology to digital marketing. He emphasizes the importance of understanding consumer behavior through data, likening it to the archaeological process of uncovering human history. The discussion delves into the challenges marketers face with data overload, the misconceptions surrounding measurement, and the need for a shift in mindset towards more effective data utilization.Sayf critiques the traditional linear marketing funnel, arguing that it oversimplifies the complex consumer journey. He advocates for a more nuanced understanding of consumer behavior, suggesting that marketers need to embrace a more dynamic approach to measurement and decision-making. The conversation also touches on the role of AI in marketing, the importance of clean data, and how marketers can leverage insights to drive better business decisions. Ultimately, Sayf expresses his passion for problem-solving and helping brands navigate the evolving landscape of marketing and data.
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Episode 14: Turning Mission into Traction: How Early Stage Brands Scale with Hannah Robbins
Dec 900:27:50Tap to summarizeMission driven brands are everywhere, but most never reach scale. In this episode, fractional CMO and operator Hannah Robbins breaks down what separates the brands that grow from the ones that stall. She explains how founders should define a real consumer value proposition, why early stage companies misunderstand their audience, what proof of concept actually means, and how to avoid bad channel decisions that kill momentum. Hannah also gets into the realities of fractional leadership, the difference between passion and commercial discipline, and the operational rigor required to turn a mission into traction. If you work inside an emerging CPG brand or support one, this is a sharp look at what it takes to grow with intention.
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Episode 13: The Power of Community: How Forum for Naturals Unites the Next Wave of CPG Leaders
Nov 1100:32:23Tap to summarizeIn this episode of Spark Sessions, Summer DuBois talks with Ted Ning, founder of Forum for Naturals, a collective of marketing and sustainability leaders from some of the most innovative natural and organic brands in North and South America. What began as a check-in during the early days of COVID has evolved into a thriving peer network that helps brand leaders share challenges, swap insights, and build smarter, more connected businesses.Ted and Summer explore how the natural products industry continues to grow faster than conventional CPG, why leaders are shifting focus from rapid expansion to sustainable profitability, and what’s fueling the next wave of innovation across the category. They discuss the value of peer learning, the importance of vulnerability in leadership, and how collaboration—not competition—is reshaping the playbook for modern brands.The conversation also touches on how consumers are redefining “better-for-you,” what sampling and experiential still mean in a digital world, and how authentic storytelling builds trust in an era of noise and skepticism. Whether you’re leading a challenger brand or navigating growth inside an established organization, Ted’s perspective offers a reminder that community might just be the most underrated growth strategy in CPG today.Forumfornaturals.com
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Episode 12: The Evolution of Loyalty and Retail Innovation with Ken Fenyo
Oct 3000:36:26Tap to summarizeIn this conversation, Ken Fenyo shares his extensive experience in the retail industry, focusing on the evolution of loyalty programs, the importance of data in understanding shopper behavior, and the innovations driven by AI and automation. The discussion highlights the need for collaboration between brands and retailers, the significance of integrating media into the shopping experience, and the human element in navigating these changes. Key takeaways emphasize the importance of understanding customer needs and investing in change management to adapt to new technologies.
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Episode 11: The Craft of Connection: How the Field Team Powers XM
Oct 1300:23:00Tap to summarizeIn this episode of Spark Sessions, Summer DuBois sits down with Ashley Tschiggfrie and Stephanie Rakos to explore what it really takes to lead experiential marketing in the spirits industry. From recruiting and training brand ambassadors to managing activations across diverse markets, they break down the systems, people, and precision that make XM work in the field.The conversation digs into the human side of event marketing—how connection drives conversion, why training matters as much as creativity, and how AI is reshaping operations without replacing authenticity. Whether you’re in brand marketing, field execution, or agency leadership, this episode offers a candid look at what modern experiential marketing actually requires to succeed.
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Episode 10: Marketing, AI & The Future of Shopping with Chuck Aikens
Sep 2200:30:52Tap to summarizeIn this conversation, Chuck Aikens shares his journey through the marketing and technology landscape, emphasizing the transformative power of AI. He discusses the challenges and opportunities that come with embracing AI, the importance of collaboration, and how AI is reshaping shopping behaviors. The dialogue also touches on the partnership between Shopify and OpenAI, the concept of a six-minute shopping journey, and the tools that can enhance productivity in the age of AI.takeawaysChuck Aikens has a rich background in marketing and technology.AI presents both opportunities and challenges for marketers.Embracing AI can lead to increased productivity and reduced stress.The fear surrounding AI adoption is common but can be overcome.AI should be viewed as an assistant rather than a replacement.Building capabilities in AI is essential for knowledge workers.The co-pilot philosophy emphasizes collaboration with AI.AI is changing consumer shopping behaviors significantly.The partnership between Shopify and OpenAI is set to revolutionize e-commerce.Understanding AI's impact on work and collaboration is crucial for success.
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Episode 9: The Intersection of Creativity and Commerce with Candie Velasco
Sep 1000:26:46Tap to summarizeIn this episode of Spark Sessions, Candie Velasco, the group creative director at Public Label, shares her creative journey from childhood to her current role. She discusses the importance of women in leadership positions within the creative industry, the iterative process of creativity, and how AI tools are changing collaboration. Candie also emphasizes the significance of emotional connections in experiential marketing and the strategies behind building brand loyalty.TakeawaysCandie's creative journey began in childhood with art and entrepreneurship.She emphasizes the importance of women in creative leadership roles.The iterative process of creativity involves constant brainstorming and refinement.AI tools like ChatGPT serve as valuable collaborators for creatives.Experiential marketing creates emotional connections that drive brand loyalty.Understanding the target audience is crucial for effective marketing strategies.Creatives often need to step back and find inspiration in their surroundings.Balancing desk work with real-world experiences is essential for creativity.The right creative talent should be able to articulate their process and connect it to strategy.Emotional connections in marketing lead to brand loyalty and consumer engagement.
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Episode 8: Immersive Commerce: From Brand Love to Conversion with Brian Kittelson
Aug 2600:32:15Tap to summarizeSummaryIn this conversation, Brian Kittelson discusses the integration of immersive commerce and experiential marketing, emphasizing the importance of creating authentic brand experiences that drive consumer engagement and conversion. He outlines the key elements for successful experiential events, the role of brand ambassadors, and the challenges faced by legacy brands in adapting to a rapidly changing marketing landscape. The discussion also touches on the impact of AI on personalization and the need for brands to rethink their marketing strategies to remain relevant.TakeawaysExperiential marketing is not just an event; it's a commerce strategy.Digital marketing is becoming less effective, leading to a need for immersive experiences.Authenticity in brand experiences is crucial for consumer engagement.Successful events must be designed for relevancy and conversion.Brand ambassadors play a vital role in delivering brand messages and driving sales.Scaling experiential marketing requires a focus on quality impressions over quantity.Common myths about experiential marketing can hinder its effectiveness.Experiential marketing can support shopper marketing efforts by driving foot traffic to retailers.Creativity in marketing must be linked to measurable outcomes.Legacy brands must adapt to new marketing realities to stay competitive.Chapters00:00 Introduction to Immersive Commerce03:07 The Importance of Experiential Marketing05:54 Designing Successful Experiences08:45 The Role of Brand Ambassadors11:49 Scaling Experiential Marketing15:06 Debunking Myths of Experiential Marketing17:59 Bridging Experiential and Shopper Marketing21:04 Creativity and Conversion in Marketing23:44 Challenges for Legacy Brands26:43 AI's Role in Personalization29:43 Building a Future-Ready Team32:47 Retail Media Networks and Shopper Marketing35:41 Reimagining the Path to Purchase
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Episode 7: From Concept to Shelf, Building a Brand with Ben Kennedy of Fable
Jul 2900:27:06Tap to summarizeIn this conversation, Benjamin Kennedy discusses the journey of creating Fable, a cannabis-infused beverage brand. He shares insights on product development, branding, and the challenges of navigating distribution in a new market. The discussion also covers the importance of understanding consumer behavior, the impact of digital marketing, and the lessons learned from transitioning into entrepreneurship. Benjamin emphasizes the vision for Fable's future growth and its potential impact on the beverage industry.TakeawaysFable focuses on responsible consumption and quality ingredients.The product development process involved extensive testing and stability checks.Branding is crucial; the name and packaging must resonate with the target audience.Distribution channels are complex, especially in the cannabis beverage market.Building brand awareness is essential before launching products in retail.Sampling is a key strategy for getting products into consumers' hands.Digital marketing presents challenges, especially in regulated industries.Understanding consumer behavior is vital for product development and marketing.The transition from corporate to entrepreneurial life requires adaptability and quick decision-making.Setting clear goals and targets is important for achieving business success.Chapters00:00 Introduction to Fable and Its Origins02:43 Branding and Packaging Insights05:08 Navigating Distribution Challenges06:37 Direct to Consumer Strategies08:50 Retailer Relationships and Market Dynamics10:39 Consumer Trends and Future Outlook12:29 Creating Inclusive Celebrations12:33 Navigating Marketing Challenges15:03 Understanding Consumers vs. Shoppers18:42 Transitioning from Traditional to Entrepreneurial22:39 Vision for the Future of Fable25:34 Lessons for Aspiring Founders26:48 Thanks for listening - Subscribe and review.26:52 Encouraging Brand Launches27:04 Thank you and subscribe
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