Start the day with coffee, networking and conversations!

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.

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.

Speakers:

• John Perasco, Vice President Digital at Saie
• Casey Gee, Director of 3PL Management, Manscaped
• Jaime Collins, Director of Ecommerce, JOLYN

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.

Speakers:

• Jaclyn Fu, Co-Founder & Co-CEO, Pepper
• Matthew Merrilees, CEO, North America, Global-e

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.

Speakers:

• Michelle Wasserman, GM International, FIGS
• Breanna Moreno, VP of CX, True Classic
• Sylvia Ng, CEO, ReturnBear

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.

Speakers:

• 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

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.

Speakers:

• Kerry Benjamin, Founder and CEO, StackedSkincare™
• Ben Riggle, Managing Director, Channable

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!

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

Speakers:

• Peter Pernot-Day, Head of Strategic Communications at SHEIN
• Kent Allen and Jim Okamura, GELF Co-founders

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.

Speakers:

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

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.

 Speakers:

• Craig DeMerit, President, Civil Regime
• Matias Marquez, CEO, ethos
• Cathy Quain, Interim CEO & Fractional Leader, Compass and Nail

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.

Speakers:

• Juan Diego Martinez, Head of Business Development U.S, Noc Noc
• Rodrigo Pusso, Head of Global Sales, MailAmericas
• Rebecca Griffiths, CEO & Founder, Primis

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.

Speakers:

• 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

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!

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.