100% International Retail Ecommerce Expansion

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GELF NYC ’23 was a great success – its always great to see the East Coast GELF community out in force! Now its time to look to the West and gather the West Coast GELF community!

Registration is open for GELF LA ’24 on Thursday February 22nd, so please make plans now to join us in West Hollywood! Executives at retailers and DTC brands can register now!

GELF LA launched in 2015 and is a yearly tradition for the West-of-the-Rockies executives in the GELF community.  We return to Los Angeles at the Directors Guild of America (DGA) for another full day of keynotes, firesides, panels, workshops and networking.

We are developing an all new February program exploring the current state of international retail commerce expansion.  Join us as we examine how global retail ecommerce leaders are blending and balancing all the channels and touch points that cross-border shoppers use to search, discover and shop for goods and services.

GELF LA 2024 will bring together leaders from retailers and brands selling through established and emerging channels in markets around the world. We will explore how retail brands that serve global shoppers via DTC and traditional wholesale distributors are working with a range of legacy and new retail partners to transform how they collectively serve consumers around the world.

Leaders from global consumer brands will join executives from the fashion and apparel world, health and beauty, consumer electronics and other leading verticals for a full day of education and sharing. Digital commerce innovators, cross-border ecommerce experts and global omnichannel thought leaders will debate what’s next for international retail expansion and where leaders’ priorities now lie.

Join the growing GELF community as we learn together, meet new friends and network throughout the day at the Director’s Guild of America Theater, 7920 Sunset Boulevard, Los Angeles, CA 90046!

If you haven’t joined us at a GELF event before, but have heard about how great our speakers are – check out our GELF YouTube Channel where you will find dozens of session recaps that dive deep into international retail ecommerce expansion topics.  Enjoy a wide range of video recordings of recent GELF Sessions in Los Angeles and New York City here  … and while you’re at it, check out our Global Ecommerce Leaders Podcast Series here

Are you a retail ecommerce leader interested in speaking at GELF LA 2024? If so please contact speak@globalecommerce.co

GELF is a retailer-only, sponsor-only event. If you are a global ecommerce solution or service provider, we’d love for you to join the GELF community.  Please let us know more about your interest in sponsoring GELF by contacting sponsor@globalecommerce.co 

The program theme for GELF LA 2024 is Driving Global Growth by Meeting Customers Where They Shop. As always, GELF speakers will deliver an energetic and engaging combination of international retail strategy and cross-border ecommerce tactics and best practices. In addition to the session topics summarized below, GELF offers other ways to learn and share including:

  • One-to-One@GELF LA 2024 meetings will provide attendees with the opportunity to connect directly with global ecommerce experts to discuss how best to tackle their most pressing cross-border and global ecommerce challenges.
  • Looking for curated networking opportunities so you can learn from experts and industry peers? Executive Meetups @GELF LA 2024 are back this year! The GELF team will connect peers and experts that want to share pressing concerns, discuss best practices, ask burning questions and learn more about what it takes to succeed in today’s dynamic world of global trade.

GELF succeeds when the community steps up and helps drive the conversation.  When you register, please let us know what topics you’d like to include in the program.

You can count on the following topics being part of the show:

  • Cross-border Hybrid Models: What’s the Right Fit?
  • Optimizing International Marketplace Selling
  • Mexico? Brazil? LATAM Priorities for 2024
  • The Rise of Digital Wholesale – Transforming Intn’l B2B and Distributor Sales Channel
  • Global Omnichannel: Multi-Local Inventory and Fulfilment in a Circular Economy
  • Balancing Brand Control and International Channel Complexity
  • KOLs, Influencers, Live Engagement and Loyalty: Revisiting the International Marketing Mix for 2024
  • AI Innovation Showcase: From Optimizing Predictive CA Modeling to Accelerating Intn’l Payments

GELF combines keynote firesides, breakout sessions and deep-dive workshops throughout the morning & afternoon. Our program offers retail professionals strategic insights and actionable takeaways about how ecommerce leaders are tackling their top international retail ecommerce challenges – and how they are successfully making the case for investing in global growth across owned and non-owned channels.

Networking starts during breakfast, extends into lunch and wraps up during our late afternoon reception. We’re working hard to align the program with what the GELF community wants, so raise your hand and get involved with our One-to-One@GELF LA meetings and our new Executive Meetups@ GELF 2024

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

Look Who's Active on the GELF LA Community!

Thanks to all the global DTC and retail brands below attending GELF LA 2024. Stay tuned as more global ecommerce leaders register for GELF LA 2024 and we update the global ecommerce leaders that register!

Thanks to all our speakers at GELF LA '24!

We are excited to produce an all-new program for GELF LA 2024. If you are curious about topics covered at GELF events, please visit, view (and SUBSCRIBE!) to GELF's International Retail Ecommerce Programming at bit.ly/GELFYOUTUBECHANNEL

The GELF community is an ongoing conversation – and we always welcome your ideas and insights. If you are a retail or DTC brand executive interested in sharing your knowledge and experiences, please always feel free to contact us at speak@globalecommerce.co

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  • Breakfast & Networking
  • Welcome and Opening Remarks
  • Morning Keynote Firesides & Panels
  • Morning Break
  • Morning Showcase Sessions
  • Lunch & Peer Discussion Groups/Executive Meetups
  • Afternoon Keynote Firesides & Panels
  • Afternoon Showcase Sessions, Workshops & Peer Discussion Groups/Executive Meetups
  • GELF Networking Reception
8.30 to 9.30AM
Breakfast, Networking & Morning Executive Meetups

Start the day with coffee, networking and conversations!

9.30 AM to 10AM
Welcome and Opening Remarks

The GELF co-founders welcome back our West Coast audience and thank our speakers and sponsors!

The theme of the GELF LA ‘24 program is Driving Global Growth by Meeting Customers Where They Shop.  We share insights from recent GELF speakers and key market data that highlight the key drivers of retail ecommerce growth in markets around the world – and frame the day’s program.


10:00AM to 10:30AM - Executive Leaders Keynote Panel:
Why You Can’t Jump Into International Markets All at Once

How do you “own” today’s global shopper? You meet them where they choose to shop and deliver the experience they expect.  Easier said than done, especially when you don’t own the channel or touchpoint where they want to purchase a product or service.

Smart leaders also know it’s difficult to meet every international shopper everywhere they shop. Rapid market expansion programs like we saw during COVID can drive impressive global growth, but the overall customer experience can suffer.  This is especially true when cookie-cutter market entry strategies are used to scale growth, but fail because they don’t adequately factor in how customer journeys differ from country-to-country.

Today brand leaders are taking a more measured approach to global expansion, one that may be best described as “strength-centric.” GELF is thrilled to welcome back one of our first GELF LA speakers, John Perasco, Vice President Digital at Saie and one of our most popular international leaders, Casey Gee. Joining the GELF program for the first time is Jaime Collins, Director of Ecommerce of JOLYN.

Reflecting on his successful tenures at Urban Decay and Drunk Elephant, John shares insights and advice about global growth opportunities and challenges indie brands face as they evolve from fast growth start-ups to sought-after acquisition targets to multinational brand portfolio integrations.


We discuss the importance – and the growth cadence – of combining rapid direct-to-consumer ecommerce growth with the growing reach of marketplaces, social channels, international wholesale and other global retail distribution and licensing partnerships.

We explore the operational aspects and logistics of global growth and how brands like Manscaped (maturing internationally) and JOLYN (accelerating internationally) are innovating on merchandising, inventory and 3PL fronts.

Hear different perspective about the Pros and Cons of these growth strategies. Learn why taking a measured approach to international retail ecommerce growth matters more today than ever before.


  • John Perasco, Vice President Digital at Saie
  • Casey Gee, Director of 3PL Management, Manscaped
  • Jaime Collins, Director of Ecommerce, JOLYN
10:30AM to 11AM - Keynote Fireside:
Catering to Global Communities: Pepper’s International Journey

The up-and-coming lingerie brand Pepper was created to deliver a more customized and inclusive bra for smaller women who are not always well-served by industry-standard fits. Founded by Jaclyn Fu and Colombian Lia Winograd in 2017, Pepper has quickly grown into a passionate community now expanding into new international markets.

Pepper Co-Founder & Co-CEO Jaclyn Fu joins Global-e CEO, North America Matthew Merrilees, for our opening fireside keynote conversation, discussing global ecommerce strategies and how brands can maximize ROI in the face of increasing consumer acquisition costs.

Hear how Pepper is connecting with new fans around the world, rapidly extending its reach to women in key global markets while leveraging Global-e’s extensive data to identify potential markets and build an effective global strategy.

Jaclyn and Matthew will delve into the crawl-walk-run process of localizing content and products for international audiences and the keys to boosting international conversion and sales. We discuss how to best leverage global shipping and logistics partners to deliver an engaging post-order customer experience and seamless buying journey from top-to-bottom all while balancing growth and profitability.


  • Jaclyn Fu, Co-Founder & Co-CEO, Pepper
  • Matthew Merrilees, CEO, North America, Global-e
11 to 11:30AM - Keynote Fireside:
Scaling Globally: Aligning CX, Operations and Marketing to Drive Growth in International Markets

Moderated by Sylvia Ng, CEO of ReturnBear (full-lifecycle reverse logistics for brands scaling at home and abroad), our final morning keynote fireside builds upon key international expansion themes characteristic of two high-growth, fast-maturing retail brands; True Classic and FIGS.

At GELF LA ’23, True Classic’s President Ben Yahalom, shared their tremendous international growth story. In this year’s update, Brenda Moreno, True Classic’s VP of CX continues their global journey story.  Hear how localization, global logistics optimization and brand management efforts all contribute to scaling global growth. We also explore how regional planning supports True Classic’s high growth global business model.

FIGS reinvented its category, providing a best-in-class customer experience to healthcare professionals in a modern retail environment. FIGS’ leading reputation among the medical community has been built upon technically advanced apparel and products that feature an unmatched combination of comfort, durability, function and style. Michelle Wasserman, FIGS GM of International, will share her perspective on international localization efforts and the importance of optimized DTC operations to serve the international customer.

Our global leaders discuss how they’re managing international growth and developing customer experiences that feel local in different markets around the world. Learn how these executives are scaling globally by leveraging technology, prioritizing sustainability and aligning operations with the community expectations of their expanding audiences.


  • Michelle Wasserman, GM International, FIGS
  • Breanna Moreno, VP of CX, True Classic
  • Sylvia Ng, CEO, ReturnBear
11:30AM (Quick Break) to 12:15PM - Global Marketing Showcase:
Balancing Innovation and Diversification to Acquire Customers

GELF’s Global Marketing Showcase centers around strategies for international growth, emphasizing the importance of a diversified marketing mix to drive expansion.

The panel will highlight the pivotal role of AI and predictive analytics in enhancing customer acquisition, particularly in international markets, sharing examples of how they leverage technology to identify key growth levers.

From innovative marketing strategies to re-thinking technology solutions, the session underscores the critical role of adaptability and forward-thinking in the ever-evolving e-commerce landscape.


  • Kim Walls, Interim eCom Leader, Hanky Panky
  • Jeff Campbell, CMO, RealDefense
  • Steve Morales, Fractional VP of Growth, Kut from the Kloth
  • Rita Zahir, Head of Marketing & Ecommerce, High Light Rituals
12:15PM to 12.45PM: Global Growth Showcase:
Optimizing Marketplace Growth Opportunities in Europe

Our speakers explore the current state of marketplace selling in Europe; a fragmented market of product- and country-specific marketplaces that also includes Pan-European operators like Amazon and a growing collection of specialty and social commerce sites.

Join us as we share new research that analyzes how different marketplaces help retail brands reach new intn’l shoppers while helping these sellers control and protect their brand.  Hear how leaders are

  • Optimizing advertising and product feeds and managing customer data to connect with and acquire new shoppers
  • Positioning inventory cost-effectively regionally to enhance the post-order experience
  • Overcoming the challenges many brands face when selling through marketplace channels in Europe

Take away an understanding of which European markets (and marketplaces) are right for your brand – and the importance of taking a measured approach to your European growth strategies.


  • Kerry Benjamin, Founder and CEO, StackedSkincare™
  • Ben Riggle, Managing Director, Channable
12:45 to 2PM Lunch and Networking
Lunch, Networking and Peer Discussion Groups

Enjoy the world-famous GELF networking scene – and a delicious lunch!

Settle into a 1-to1 meeting. Join a conversation with global ecommerce executives with common interests who are facing similar challenges.  Our peer meetups  are semi-structured group discussions where ecommerce veterans and pros share insights and ideas about growing international retail ecommerce sales in markets around the world.

Based on community feedback gathered @GELF LA 24 registration, we are developing roundtables where you can talk shop with other global retail ecommerce execs and/or share your aspirations

Each small group discussion will be facilitated by a global retail ecommerce leader(s). Stay tuned for our topics – and don’t be shy about letting us know what you’d like to discuss when you register!

2 to 2.30PM - Afternoon Keynote Fireside:
Re-imagining the Future of Global Retail: A View Through the SHEIN Lens

What are the platforms and practices upon which international retail ecommerce leaders are building the future of shopping and cross-border commerce?

  • Social and community commerce platforms are driving new customer engagement, acquisition and retention through social media and influencer networks
  • International marketplaces of all shapes and sizes are bringing online vast selections of localized products from suppliers, sellers and artisans around the world and empowering global shoppers to support a diverse collection of brands, communities and social causes
  • Smarter sourcing, inventory management, warehousing and delivery practices that support sustainability programs are minimizing carbon footprints.

GELF LA ’24 opens its afternoon program by viewing the evolving future of international retail through the lens of SHEIN, one of the most dynamic (and at times polarizing) global retail forces at play today.  We explore how retail brands are meeting global consumer where and how they choose to shop – and why leaders are building digitally-enabled shopping environments that span channels and borders.

Peter Pernot-Day, Head of Strategic Communications at SHEIN (US) opens the session by profiling how one of the globe’s fastest-growing brands is bringing unique value propositions to the traditional foundations of retail success – value pricing + global selection + international marketplace shopping conveniences –– while adding sustainability to the formula for success.

Next our panel debates the key trends framing the future directions of retail ecommerce growth. We explore how:

  • Distinctive flywheels and models are required to succeed in different markets
  • Interest rates and tight capital impacts suppliers, manufacturers and sellers
  • Leaders are embracing collaborative go-to-market retail partnerships
  • Innovation will be required to meet new regulations and sustainability goals


  • Peter Pernot-Day, Head of Strategic Communications at SHEIN
  • Kent Allen and Jim Okamura, GELF Co-founders
2.30PM to 3PM - Global Operations Showcase:
Understanding the Returns from Improving the Cross-border Shopping Experience

International retail ecommerce leaders are revisiting supply chains, global operations and international distribution priorities as they explore how they can improve the post-order experience for cross-border shoppers around the world.

Third party logistics partners and delivery innovators are playing an increasingly strategic role as retail brands explore how to trim operating costs and build loyalty by getting products to the international shopper with less impacts across the board.

We continue our afternoon program with a panel discussion about how leaders are simplifying the complexity and challenges of the post-order experience.  Join us as we re-imagine how products get from manufacturers to consumers more cost-effectively – and with the least amount of operational friction.


  • Allison Cantley, Director of Operations, Ettitude
  • Nicole He, Senior VP of Operations, IPSY (BFA)
  • Brittni Lebow, Enterprise Merchant Success Lead, Loop Returns


3 to 3:30PM - Global Marketing Showcase Part 2
Building Loyalty By Staying True to the Brand and Your Community

Community-generated and social content, live shopping, TikTok and Instagram video content offer highly engaging and relatively lower-cost opportunities to engage shoppers in markets around the world.

In Part Two of our Global Marketing Showcase, our panelists explore how brands stay true to the brand and their customer communities by producing engaging content and building authentic merchandising and loyalty programs with high-touch customer perks.

We discuss how global marketing and digital leaders are nurturing special connections to their communities to create advocates for their brand’s cause and their unique products.

Hear how to avoid the growing costs of paid media and performance marketing and escape discounting’s race to the bottom.


  • Craig DeMerit, President, Civil Regime
  • Matias Marquez, CEO, ethos
  • Cathy Quain, Interim CEO & Fractional Leader, Compass and Nail
3:30 to 4PM - Regional Growth Showcase
The “Next China” - Mexico or the Middle East?

GELF’s Regional Growth Showcase focuses on how leading brands are connecting with global shoppers regionally across borders and channels.  In this session we focus on two of the fast-growing international retail/ cross-border ecommerce markets – Mexico and the Middle East.

Our panelists share insight and data to frame the DTC ecommerce and international marketplace opportunities. We discuss why Mexico is one of the hottest markets in the world for cross-border ecommerce growth – and where similar opportunities can be found in LATAM.

Our speakers also explore whether growth in the Middle East offers other equally-enticing international retail ecommerce opportunities for brands committed to expanding into international markets.

We discuss why international distribution partners and in-region partners are crucial to success in both regions and how to place your priorities and your next big bet.


  • Juan Diego Martinez, Head of Business Development U.S, Noc Noc
  • Rodrigo Pusso, Head of Global Sales, MailAmericas
  • Rebecca Griffiths, CEO & Founder, Primis
4 to 4:30PM - Closing Conversations:
The GELF Town Hall

We wrap up GELF LA ’24 with a Town Hall conversation where we recap key themes from the day’s conversations and discuss the path forward for DTC and omnichannel brands that are relatively early in their cross-border growth journey.


  • Liz Kennedy, Founder, Beauty Magnet
  • Patrick Nebiolo, President, Holden Outerwear
  • Jacob Rokeach, Fractional VP of Growth, Fluency
  • Ken Bausch, SVP, Global E-Commerce & Omnichannel Strategy, FAO Schwarz (MerchSource)
  • June Van Heel, GELF Ambassador
4:30PM to 5PM -
Executive Peer Meetups/Roundtables@GELF

The GELF community has spoken and we’re listening. Our Executive Meetups roundtables launched in 2020 and GELF’s structured group discussions are back for 2024!

Our community asked us to coordinate opportunities for digital commerce executives to meet others with common interests facing similar challenges.  Based on community feedback we gathered @GELF LA 2024 registration, we’re developing a chance for you to talk shop with other execs whose global ecommerce operations – or aspirations – are at a similar state of maturity.

Each small group discussion will be facilitated by a table leader or two. Stay tuned for our topics!

5 to 6PM
GELF Networking Reception

Once the bar opens, you can join an Executive Meetup, wrap up a 1:1 meeting and/or rehash lessons learned from the GELF LA ’24 program.

Meet other global ecommerce leaders while you chow down on sumptuous snacks and visit our sponsors.

Thanks to the speakers joining us at GELF LA '24 on February 22nd! Stay tuned as we add more speakers in the weeks ahead.

If you are an experienced retail brand executive active internationally and are interested in speaking at GELF events, please email Kent, Jim and Scott at speak@globalecommerce.co

Breanna Moreno

VP of CX, True Classic

John Perasco

Vice President Digital at Saie Beauty

Jaime Collins

Director of Ecommerce, JOLYN

Peter Pernot-Day

Head of Strategic Communications, US/UK

Jaclyn Fu

Co-Founder & Co-CEO, Pepper

Kerry Benjamin

Founder and CEO, StackedSkincare™

Michelle Wasserman

GM International, FIGS

Ken Bausch

SVP, Global E-Commerce & Omnichannel Strategy, FAO Schwarz

NJ Falk

Managing Partner, APL- Athletic Propulsion Labs

Casey Gee

Director of 3PL Management, Manscaped

Allison Cantley

Director of Operations, Ettitude

Steve Morales

Fractional VP of Growth, Kut from the Kloth

Nicole He

Senior VP of Operations, IPSY (BFA)

Liz Kennedy

Founder, Beauty Magnet

Kim Walls

CEO & Co-founder, Furtuna Skin

June Van Heel

CEO, Wolven

Jacob Rokeach

Fractional VP of Growth, Bombshell (Fluency)

Rita Zahir

Head of Marketing & Ecommerce, High Light Rituals

Jeff Campbell

CMO, RealDefense

Craig DeMerit

President, Civil Clothing

Cathy Quain

Interim CEO, Compass and Nail

Patrick Nebiolo

President, Holden Outerwear

Matthew Merrilees

CEO, North America, Global-e

Sylvia Ng

CEO, ReturnBear

Ben Riggle

Managing Director, Channable

Brittni Lebow

Manager of Merchant Success

Patrick Frith

Global Trade, Avalara

Matias Marquez

CEO, ethos

Charu Subramanian

GELF Ambassador, Flywheel Strategy

Kate McCabe

GELF Ambassador, Flywheel Strategy

Juan Diego Martinez

Head of Business Development US, nocnoc

Rebecca Griffiths

CEO & Founder, Primis

Rodrigo Pusso

Head of Global Sales, MailAmericas

Jim Okamura

Co-Founder, Global E-Commerce Leaders Forum

Kent Allen

Co-Founder, Global E-Commerce Leaders Forum

DGA Theater

7920 Sunset Boulevard, Los Angeles, CA 90046

West Hollywood

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