New York City / Thursday February 9th

100% Dedicated to Cross-Border

and International E-Commerce

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We’re back in New York for our second GELF NYC ’17 on Sept 7th! More info on our other GELF NYC ’17 event site here!

The Global eCommerce Leaders Forum (GELF) community returns to New York City for our 4th GELF NYC. Building on the momentum from GELF LA ’16, GELF NYC ’17 brings together leaders from online retailers and global brands selling direct-to-consumer. International ecommerce experts will share insights and best practices as the growing GELF community networks throughout the day. Join us on Thursday February 9th as we explore how digital innovation is disrupting the retail world.

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GELF speakers will deliver a mix of global ecommerce strategy and tactical cross-border To Dos. Spend the day discussing proven and emerging international ecommerce business models, learning how data management and localization drive customer acquisition and engagement and how to prioritize the key operational aspects of your global commerce plan.

Together we’ll explore how:

  • Branded manufacturers are balancing traditional retail distribution with emerging direct-to-consumer ecommerce opportunities
  • Ecommerce leaders can use lessons learned from top online retail executives to prioritize market entry and growth strategies in maturing, emerged and emerging markets
  • Social media and niche influencer sites provide demand signals that help cross-border innovators connect with a new generation of international online shoppers
  • Dropshipping, multi-carrier software and distributed commerce fulfillment strategies can improve the cross-border shopping experience
  • Top retailers use retail stores and shipping innovations to refine and deploy global omnichannel fulfillment operations
  • Brands and leading ecommerce companies are relying on traditional marketplaces and emerging platforms to acquire new customers
  • Localization, personalization and AI are helping leading global brands engage and retail international shoppers
  • A booming global ecosystem of cloud commerce solutions, site builders, commerce agencies and systems integrators are leading start-up ecommerce brands and experienced omnichannel retailers into new markets
  • And much more!

Our new morning and afternoon breakouts and popular roundtables and mentoring sessions offer internationally ambitious ecommerce leaders deep dives into how experts are tackling their top cross-border challenges and make the case for investing in global retail growth.

Bring your experiences and questions. Leave with insights and answers.

Look Who's Coming to GELF NYC 2017

Approximately 300 global e-commerce professionals are expected at GELF NYC '17. Below is a sample of the brands and retailers that are already registered.


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  • Welcome and Opening Remarks
  • Keynote Fireside: Global Ecommerce Evolution.
  • Executive Leaders Keynote Panel
  • Global Customer Experience Showcase
  • Morning Break
  • Morning Breakout Sessions: Three Tracks
  • Lunch
  • Afternoon Keynote Panel
  • Country Showcase: China
  • Afternoon Break
  • Afternoon Breakout Sessions: Two Tracks
  • Roundtables and Mentoring Sessions: Expert Guidance/Insights
  • GELF Networking Reception
8 to 9AM
9 to 9:30AM
Welcome and Opening Remarks
  • Welcome and Audience and Sponsor Thanks
  • GELF Recap
  • How Key Global Ecommerce Trends Frame the Day’s Program


9:30 to 10AM
Keynote Fireside: Global Ecommerce Evolution: Where We've Been. Where We're Heading. How to Get There

Our keynote examines how the retail world is on the cusp of change as the global shopper increasingly crosses borders and channels.  Find out how leaders are building a more unified global shopping experience as digital commerce connects customers and brands all around the world.

  • Lila Snyder, EVP and President, Global Ecommerce, Pitney Bowes, Inc.
  • Jim Okamura, Co-Founder of GELF
10 to 10:30AM
Executive Leaders Keynote Panel

Foreshadowing themes that we’ll revisit in sessions and breakouts throughout the day, three global leaders from firms with global ownership ties explain how they have responded to their respective organizations’ charges to significantly grow international ecommerce sales.

Reflecting on lessons learned from selling both to our neighbors in Canada and into more distant markets like China, our panelists share and compare their unique global and cross-border POVs regarding market entry strategies and growth tactics driving their company’s international growth.

  • Scott Viohl, Director of International, HBC Digital
  • Andrew Knight
    Sr Director, International eCommerce, Carter’s / OshKosh B’gosh
  • Steven Goldsmith
    Chief Executive Officer and President Brookstone
  • Kent Allen, GELF Co-founder (moderator)
10:30 to 11AM
Global Customer Experience Showcase

Our panel of international executives provide insights into how leaders are improving the international and cross-border shopping experience via localization of commerce, operational and other customer touchpoints.

Panelists explore how they are connecting with international shoppers via global story telling, compelling localized content and messaging across devices.  We examine how retailers and brands are tailoring their brand experience to improve cross-border and in-country retail sales.

  • Jarid Lukin, VP Global Ecommerce, Harman International
  • Elizabeth Johnson, SVP & General Manager of Agency Services at LiveArea – The PFS Agency
  • Tom Colley, Director of Digital & Ecommerce at Anastasia Beverly Hills
  • Heather Kaminetsky, formerly with Net-A-Porter
  • Kent Allen, GELF Co-founder (moderator)
11 to 11:15AM
Morning Break
11:15 to 11:45AM
Technology Breakout Track 1/Session 1: From Vision to Execution

Our breakout session takes a deeper dive into how leading organizations are transacting globally across ecommerce, mobile, in-store and other distributed commerce touchpoints as they fulfill orders from their expanding network of global operations.

This breakout session picks up the conversation from the opening fireside keynote and broadens the discussion from the vision of Unified Commerce (e.g., the Where We’re Going) to the technology and people required to execute on the vision (e.g., How to Get There).

  • Michael Griffiths, Vice President – Global Marketing & Communications, Retail & Ecommerce at Pitney Bowes
11:45 to 12:15PM
Technology Breakout Track 1/Session 2: B-to-B and B-to-C Perspectives

Learn how global retail brands are using ecommerce technologies and best practices to grow their international B-to-B and B-to-C sales. Our panel discusses their clients’ planning strategies and how they are executing eCommerce growth programs.

  • Brian Beck, SVP of E-Commerce & Omni-Channel Strategy, Guidance
  • David Toomey, Principal Consultant at Magento Commerce
11:15 to 11:45AM
International Marketing/Merchandising Breakout Track 2/Session 1: International Customer Acquisition Showcase

GELF’s international marketing track opens by exploring the opportunities  and challenges related to connecting cross-border with members of the rising global middle class. We explore recent millennial research on cross-border shopping behaviors.

Expert panelists in international search, social, display, retargeting and email marketing weigh in on international customer acquisition best practices and how to plan and execute the right media mix and marketing campaigns to reach international shoppers.

  • Heather Kaminetsky, formerly with Net-A-Porter and Borderfree (moderator)
  • Jessica Granata, Digital Marketing Director at Paul Stuart
  • Veronica Katz, VP/GM, Large Enterprise Growth at PayPal
  • Pete Whitmarsh, Head of Paid Media at Search Laboratory
  • Tom Colley, Director of Digital & Ecommerce, Anastasia Beverly Hills
11:45 to 12:15PM
International Marketing/Merchandising Breakout Track 2/Session 2: Community and Commerce

Community and influencers are changing retail in all markets. Building community enables a company to have a dialogue with their customers in a way that goes beyond just selling product – if they trust you they are more likely to think that your motives are beneficial to them.

Community-based retail executives share their perspective on how community is changing how they acquire and retain loyal customers, crowd-source merchandising and other means to impact their international ecommerce strategies.

  • Kelly Stickel,
    ‎Founder + CEO of Remodista
  • Jennie Baik, Founder and CEO of Orchard Mile
  • Marta Wohrle, Founder and CEO of Truth in Aging
  • Aaron Magness, CMO at BetaBrands
11:15 to 11:45AM
Strategy Breakout Track 3/Session 1: Global Expansion 1.0

Panelists whose firms are relatively new to international ecommerce explore how to make the case for global expansion.

Leaders from brands and retailers of different sizes and states of maturity share insights about the dynamics driving their international growth initiatives and the models they are exploring as they prep to go global – or prepare to ramp up existing international programs.

• Suzanne Miglucci, President and CEO, Charles & Colvard
• Feng Chang, Director, Digital Marketing Strategy, Rue La La
• Alex Richardson, COO,
• Andrea Wasserman Founder & Consultant at Captain Customer (moderator)

11:45 to 12:15PM
Strategy Breakout Track 3/Session 2: Building the Business Case for Global Expansion

Pursuing global ecommerce opportunities can require examining and overcoming internal organizational dynamics, especially for larger firms.

How are leaders structuring their organization to go global successfully? What org models matter most and how do they vary by region and country? Our panel explores how brands and retailers are balancing responsibilities between HQ staff and country teams.

  • Carl Miller, Managing Director, GRIN
  • Jessica Granata, Digital Marketing Director, Paul Stuart
  • Kunal Moudgil, Director of International Expansion, Soludos
  • Joshua Halpern, Ecommerce Innovation Lab, US Dept of Commerce
  • Jim Okamura, GELF co-founder (Moderator)
12:15 to 1:45PM
Lunch and Networking
1:45 to 2:15PM
Keynote Panel: Innovating for International Growth - The Rise of Marketplaces

Our panel explores new and evolving business models for international expansion, including the evolving role of marketplaces and other platforms that aggregate and engage shoppers around the world. We explore the rise of mobile, monthly subscription models, loyalty and more!

• Jim Esposito,Vice President of Treasury, Payments & Risk, Etsy
• Jake Bailey, Head of Business Development, Wish
• Alex Richardson, COO, Kidbox
• Zia Daniell Wigder, Chief Global Content Officer, Shoptalk (moderator)

2:15 to 3PM
Country Showcase: China

The audience at GELF NYC asked for a deep dive into China and we’re pleased to deliver a fast-paced, highly engaging showcase on the huge opportunity that China offers ecommerce and marketing professionals.

We start with one of GELF’s most popular speakers -George Gallate, CMO at Merkle, who will open the showcase with a fast-moving presentation will give an overview of the China opportunity and how to engage their 1 billion+ connected consumers.

In China’s Digital Platforms – How to Reach the Chinese Consumer, George will show us why it’s difficult to be a global leader without a presence in China. He will explain how marketers are looking for ways to connect directly with Chinese consumers; smart shoppers who are demanding authenticity as well as evermore engaging experiences.

If you’re wondering how to start, George will provide answers.  If you want to know how to benchmark your Chinese marketing campaigns against other global initiatives, this is the session for you!

After George gets us all fired up, three global leaders will join George on stage for a frank discussion about how their companies have successfully entered the China market by connecting with the Chinese consumer.  Learn why China is their biggest international market, what sells well (and why) and the most effective way to market to Chinese shoppers.  Join us as we explore the unique challenges of launching on Tmall and other options for selling into China.

• Jon Azrielant
Director of Marketing at, a Berkshire Hathaway company
• Andrew Knight, VP, International Account Management & eCommerce, Carter’s / OshKosh B’gosh
• George Gallate; CMO at Merkle
• Kent Allen, GELF Co-founder (moderator)

3 to 3:15 PM
Afternoon Break
3:15 to 3:45PM
Innovation Breakout Track 1/Session 1: Global Brands on the Transformation of Retail

We explore how global brands are embracing digital transformation as the international customer journey crosses borders and blends physical and digital touchpoints. We open with recent research on how brands’ promotional and pricing strategies performed during the past holiday.  Our panel explores how innovation is driving change and the Do’s and Don’ts as brands launch international sites and prioritize global brand building via localized digital commerce strategies.

• Sarah Engel, SVP, Global Marketing at DynamicAction
• Javier Martin, Senior Marketing Director at Unilever
• Gerard Szatvanyi, President and CEO, OSF Commerce
• Sam Kent, VP at (formerly w/ Anheuser-Busch InBev)



3:45 to 4:15PM
Innovation Breakout Track 1/Session 2: SMBs on Innovations in Global Ecommerce & Marketplace Expansion

Panelists provide an SMB perspective as they discuss what’s new and what’s next in international sales operations, including marketplace selling and multi-channel sales and fulfillment. We explore the evolving role of marketplace operations and how brands are innovating on the global logistics front (including drop-shipping) to improve the cross-border customer experience.

  • Richard Gilbert, Director, SME Partnerships & Biz Dev, North America, Payoneer
  • Alon Gesthalter, CEO at
  • Eytan Wiener, Co-Founder and COO at Quantum Networks LLC
3:15 to 4:15PM
Insights Breakout Track 2/Sessions 1 & 2: Consumer Insights: Canada and Japan

Our panelists explore cross-border ecommerce opportunities in the Americas and  Asia-Pacific. We discuss best practices for selling into North America and Asia-Pacific markets, namely our northern trading partner, Canada and one of the most world’s most mature ecommerce markets, Japan.

Panelists explore social and consumer research as well as transactional data-based insights profiling the shopping behaviors of our neighbors to the North and to the East. The panel helps retailers and brands understand how to overcome market entry friction and increase sales in Canada and Japan.


  • Danielle Doiron, Director, eCommerce Market Development, Canada Post
  • Michael LeBlanc, SVP, Programs & Revenue, Retail Council of Canada


  • Marie Clothilde Brule Senior Vice President of International Sales, General Manager International at Iluminage Beauty
  • Peter Nicholas Vasilakos, Global Digital Marketing Manager at Iluminage Inc.
  • Reid Wegner, Cross-Border Sales Strategy at Rakuten Ichiba


4:15 to 4:45PM
Roundtables and Mentoring Sessions: Expert Guidance/Insights
4:45 to 5:30PM
GELF Networking Reception

Join Leading Global Ecommerce Executives as a GELF NYC '17 Speaker!

Scott Viohl

Director of International, HBC Digital

Steven Goldsmith

CEO, Brookstone

Jarid Lukin

VP, Global Digital & Ecommerce, HARMAN International

Lila Snyder

EVP and President, Global Ecommerce, Pitney Bowes, Inc.

Aaron Magness

CMO, Betabrand

James Esposito

Vice President of Treasury, Payments & Risk, Etsy

Jon Azrielant

Director of Marketing,

Feng Chang

Director, Digital Marketing Strategy, Rue La La

Alex Richardson

COO, Kidbox

Andrew Knight

VP, International Account Management & eCommerce, Carter’s / OshKosh B'gosh

Suzanne Miglucci

President and CEO, Charles & Colvard

Kunal Moudgil

Director of International Expansion, Soludos

Jennie Baik

CEO & Co-Founder, Orchard Mile

Jessica Granata

Director of Digital Marketing and CRM, Paul Stuart

Tom Colley

Director of Digital & eCommerce, Anastasia Beverly Hills

Eytan Wiener

COO and Co-Founder, Quantum Networks, LLC

Heather Kaminetsky

formerly with Net-A-Porter and Borderfree

Andrea Wasserman

Founder & Consultant, Captain Customer

Sarah Engel

SVP of Global Marketing, DynamicAction

Danielle Doiron

Director, eCommerce Market Development, Canada Post

Samantha Kent

VP, Flow Commerce

Elizabeth Johnson

SVP & General Manager of Agency Services, LiveArea

Josh Halpern

Founding Director, eCommerce Innovation Lab, U.S. Dept of Commerce

Veronica Katz

VP/GM, Large Enterprise Growth, PayPal

Jake Bailey

Head of Business Development, Wish

Carl Miller

Managing Director, Global Retail Insights Network

Zia Daniell Wigder

Chief Global Content Officer, Shoptalk

Michael LeBlanc

SVP, Programs & Revenue, Retail Council of Canada

Kelly Stickel

‎Founder + CEO of Remodista

Gerard Szatvanyi

President and CEO, OSF Commerce

Brian Beck

SVP of E-Commerce & Omni-Channel Strategy, Guidance

Marta Wöhrle

Founder, Truth In Aging

Peter Whitmarsh

Head of Paid Media, Search Laboratory

Richard Gilbert

Director, SME Partnerships & Biz Dev, North America, Payoneer

Jim Okamura

Co-Founder, GELF

Kent Allen

Co-Founder, GELF

George Gallate

CMO & EVP Global, Merkle

Convene NYC Midtown West

117 W 46th Street, New York, NY 10036

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