We welcome the GELF community back to Convene Midtown as we begin the GELF NYC ’22 Program and thank our speakers and sponsors!

We will explore how key international ecommerce trends & market data frame the day’s program and examine key drivers of global DTC and  cross-border ecommerce growth.

How is Global DTC defined today? To quote one global ecommerce leader, “Owning the relationship, but being available to global shoppers wherever they are.”

Consumers around the world are increasingly indifferent to borders between markets and/or channels. Tasked with being consumer-led, leaders at retail brands need to provide a consistent shopping experience across channels and across borders.  Today’s push for profitable growth adds additional complexity to international expansion planning.

GELF’s opening keynote panelists will speak to how their organizations are profitably scaling global retail ecommerce sales by blending and balancing digital and physical retail channels.

We will explore how digital leaders are aligning channel strategies and operations and collaborating on marketing and customer ownership and as well as technology and innovation.  Scaling global retail ecommerce sales requires meeting international shoppers across channels – DTC ecommerce, international marketplaces, social platforms and/or physical retail stores.

Our opening session will speak to a range of topics that the GELF NYC ’23 program will dive deeper into throughout the day. Learn how leaders are collaborating with intn’l retail channel partners and driving digital transformation throughout their global retail distribution networks.

Speakers:

• Barbara Garces, Chief Digital Officer, Citizen Watch Group
• Kacey Sharrett, VP, Direct to Consumer, GoPro
• Valerie de Charette, VP – International E-Commerce, American Eagle Outfitters

The post-pandemic shopping journey has changed – and in some countries, markedly so. We’ve seen the overcorrection to DTC and the more recent correction back to stores and “physical” retail.

Still, international ecommerce growth rates continue to outpace most domestic online sales. Although cross-border DTC strategies continue to be the tip of spear when it comes to international expansion, profitably expanding into new global markets today requires a more holistic approach – one that can lean heavily on international franchise partners and distributors.

In Part 2 of GELF’s Executive Leaders Keynote Panel, leaders at Victoria’s Secret, Bath & Body Works and Iredale Cosmetics share how they are driving transformation among their international distribution, franchisees & B2B trade partners. 

Knowing when to lead and when to follow in international markets isn’t always straightforward. Mike, Karen and Theresa discuss exclusive vs. selective distribution models, do’s and don’ts for marketplace selling, protecting brands – and how to help distributors take their digital/omnichannel game to the next level.

Hear how leaders are balancing global ecommerce opportunities and operations as they learn from some international partners while leading the charge to “ecommerce-enable” other global distribution partners.

We’ll discuss how brands are designing and executing profitable global distribution strategies that better serve digital-savvy global consumers wherever and however they choose to shop.

Speakers: 

• Karen Deveny, AVP, Digital Strategy & Operations, Bath & Body Works International
• Claudia Goncalves, Director of E-commerce, DVF (Diane von Furstenberg)
• Mike Singer, Director, International Partner Digital, Victoria’s Secret

Our morning keynote fireside discusses how single and multi-portfolio businesses can capitalize on cross-border ecommerce opportunities while still supporting their brands’ unique voice and identity.

The conversation will focus on the importance of staying agile in an ever-fluctuating global marketplace. Join us to hear how the capability to react and execute quickly requires leveraging data-driven insights.  Deftly managing first-party data allows brands to localize operations, set optimal international pricing strategies for each market, accelerate growth profitably and maintain desired profit margins.  This agility is especially crucial in a today’s business environment where global markets continue to experience inflationary headwinds, geopolitical turbulence and changing consumer sentiments.

Speakers:

• David Benayoun, Co-founder & CEO, Ana Luisa
• Matthew Merrilees, CEO, North America, US, ‎Global-e

Today’s e-commerce buyers expect a seamless experience when they shop with their favorite brands, no matter where they are in the world.

The global ecommerce landscape has matured. Providing your international customers with an engaging shopping experience is no longer as simple as translating a website and shipping packages overseas.

Multi-local ecommerce is about providing a domestic-equivalent experience at every stage of the shopper journey, from demand generation to reverse logistics. Merchants who put the customer first by providing superior service will win in both the short and long term.

Learn how a multi-local approach can benefit your brand in 2024 and beyond.

Speakers:

• Martim Oliveira, Chief Revenue Officer – ESW
• Michelle Frank, GM, Global Ecommerce & DTX, Logitech (former)

Grab a quick refreshment, chat with our sponsors and get ready for the morning breakouts!

Canadian consumers value brands that are truly committed to lowering the carbon footprints of their global operations, perhaps even more so than their neighbors to the south. How can US and international brands serve greener cross-border shoppers from Canada – especially when facing economic headwinds that risk countering the gains made to date on sustainability initiatives?

One answer is to follow the lead of Canada Post, which has recently launched its carbon neutral ground shipping service in Canada. Drawing on new research and insights from The Pulse of the Conscious Consumer, hear more about how the “Four Ps” can help global ecommerce leaders have authentic conversations with Canadian cross-border shoppers about how their operating partners are reducing carbon footprints and investing for a greener tomorrow.

We will discuss how implementing ESG policies, optimizing packaging, designing greener plants and distribution hubs are some of the ways to start a purposeful conversation with today’s eco-sensitive shoppers. Learn how to share insights that convey that what’s good for the planet is good for people – and for the bottom line.

Speakers:

• Danielle Doiron, GM of Marketing, Canada Post

GELF’s Global Marketing Showcase explores how three brands are blending direct-to-consumer ecommerce, wholesale retail partnerships, influencers and in-person activations to profitably build their brands globally.

The DTC growth era saw inexpensive capital fueling growth via performance marketing engines and paid media.  As we move into the “DTC Plus” era, more leading brands are letting their customers drive the conversation. Our panelists share how they are building brands globally by engaging directly with consumers via influencers and curated, in-person activations & PR.

We explore how one digital-native brand relatively early in its international journey is “flipping the script” by first building wholesale partnerships in several new intn’l markets before launching DTC operations.

We also discuss the evolving roles of products and pricing as changing consumer shopping journeys require a re-balancing of channels.  Learn how exclusive, personalized products can be part of the international brand-building equation and how social marketing programs that include both B2C and B2B influencers can help brands balance the marketing mix.

Speakers:

• Colleen Conkling, CMO, Papier
• Heather Kaminetsky, President, North America at Mytheresa
• Angela Gruszka, SVP of Digital Marketing and Ecommerce, AERIN

Innovations in machine learning and artificial intelligence promise global ecommerce leaders a range of enticing opportunities to scale data-intensive sales and operational initiatives across the value chain.

Some global ecommerce leaders are using AI to engage consumers by localizing and translating content as well as scaling conversational commerce and customer care.  Others are leaning into AI to scour the dark web for security threats and detect fraudulent patterns and transgressions from terabytes of order transactions.

Across the value chain, AI will be a key foundation for digital leaders charged with expanding a retail brand’s reach internationally. GELF’s Innovation Showcase will explore the latest innovations from the perspectives of developers, investors, strategists and retail practitioners.

Speakers:

• Alex Forbes, Senior Manager, Global Payment Operations & Risk (Fraud), Warner Media
• Casey Zenner, Vice President, Global Direct Sales at Kount (an Equifax Company)
• Chris Pirrotta VP, Marketing Sideshow, Inc.
• Mike De La Cruz, President & Chief Strategy Officer, iAdvize

Our morning Strategy Showcase explores how global brands are embracing video strategies to connect with shoppers on a personalized level and grow sales revenue across channels.

Learn how digital leaders are cost-effectively integrating video commerce into highly personalized holiday promotions.  We explore key success factors behind building successful video commerce teams who can support cross-channel seasonal campaigns.

We share proprietary data and case studies from Bambuser that illustrates how video commerce helps boost conversion across channels and strengthens the bottom line by

• Rewarding loyal customers,
• Avoiding the costs of reacquiring customers, and
• Reducing online returns

The session will include a complimentary 2023 Livestreaming E-commerce Trends report for all attendees.

Speakers:

• Sophie Abrahamsson, President of Americas, Bambuser
• Stay tuned for an exciting speaker announcement!

Lunch will be relaxed and delicious as the GELF NYC ’23 conference attendees network with other ecommerce leaders and meet our sponsors!

As we move beyond the pandemic, global ecommerce leaders are re-building supply chains and re-imagining logistics networks to meet today’s realities. Retail ecommerce growth at home and abroad requires flexibility whether load balancing inventory across distribution channels, meeting demand for more sustainable global operations and/or optimizing capital to meet today’s push for more profitable international expansion.

Gordon Knox, COO at FitFlop, shares how lessons learned from his experience with Burberry and Super Dry are helping his team at FitFlop optimize supply chain operations and logistics as they move the 40-year-old UK legacy wholesale brand up market and into the next era of global DTC commerce. Hear how FitFlop’s successful expansion into Europe, the US and Asia requires freer flows of inventory, local hero delivery capabilities, channel inventory harmony and smarter redeployment of returns.

Our fireside conversation also dives into how sustainability is a strategic priority for global ecommerce leaders. However, it’s also a journey – one that requires cross-border regulatory vigilance, executing on global inventory visibility and authentic communications about how all stakeholder must work together to chart the path towards a fossil-free future. We also discuss how innovating with reverse logistics and payment-enabled return portals can help provide greener choices for leaders, partners and consumers alike – even in today’s high-cost-of-capital world.

Speakers:

• Gordon Knox, COO at FitFlop
• Gary Carlile, EVP, Customer Growth, nShift

Demand for luxury products has driven of the growth of DTC cross-border ecommerce for decades. The benefits of DTC – capturing higher margins, controlling the brand voice, owning the customer relationship – are especially alluring to luxury brands whose success depends on fostering the loyalty of their clientele and investing to strengthen the relationship.

Leaders in the luxury space are ushering in the next phase of international retail ecommerce sales growth.  Headwinds like higher capital costs, increase in media/marketing expenses and inflated operating costs have changed the math for building brands in new global markets.

Today’s business climate encourages collaborating with partners instead of going it alone. GELF’s afternoon keynote fireside explores the partnership between Glopal and Balmain, a leading European luxury fashion brand. Balmain serves a worldwide clientele atop a Commerce Cloud Platform enhanced by Glopal’s global support for cross-border DTC operations.

Hear how a broad range of enhanced customer experience initiatives from international checkout optimization to returns management has increased international conversion rates and fostered customer loyalty.

Join us as we look to the future and explore how brands like Balmain will leverage innovative global ecommerce technology to collaborate with B2B channel partners and platforms to serve brand aficionados and clients in fast-growing markets around the world.

Speakers:

• Charles Cheneau, Project Director, Balmain
• Benjamin Cohen, Co-founder & COO, Glopal

Retail ecommerce operating structures are evolving with the times. DTC leaders understand the value of engaging directly with their end customer and cherish the benefits of controlling their brand’s story.

Yet they have learned that profitably expanding into new markets and new channels in today’s business climate requires collaboration with a range of retail partners across digital and physical shopping channels.

Our afternoon case studies explore how several well-known brands are pursuing new global operating structures that blend the best of DTC with retail partner-centric models.  Join us as we revisit traditional retail takes on margin-sharing, customer data management, channel inventory ownership and technology investment.

Hear about lessons learned to date and how global DTC ecommerce and retail leaders plan to scale new operating structures globally.

Speakers:

• Brian McAllister, Director of Operations – Consumer Direct, Burton Snowboards
• Jeff Lord, VP of Global Direct and Digital Commerce, Burton Snowboards
• Jenna Flateman Posner, Chief Digital Officer (CDO), Solo Brands

Grab a refreshing juice or coffee – or join a One-to-One@GELF meeting!

Our community asked us to coordinate and curate opportunities for digital commerce executives to meet others with common interests facing similar challenges.

Based on community feedback we gather during 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!

Our panelists speak to the pros and cons of selling to global consumers via international marketplaces, cross-border DTC and retailer partner-centric distribution channels. Hear why regional growth dynamics matter and how cultural differences can impact which channel platform strategies and partner combinations work best where.

Our conversation spans the globe as we discuss whether once-distinct shopping “boundaries and borders” between DTC and traditional marketplaces are disappearing – and if so, why. We explore why cookie-cutter international expansion strategies often don’t work when from one global region to the next.

Our panelists discuss DTC & marketplace pricing dynamics, the impacts of “belt tightening” by platform partners and how to protect the brand from rogue sellers – while still taking advantage of opportunities to cost-effectively build brands in new markets.

Speakers:

• Jose Farias, Latin America and Asia Pacific President, Wahl Clipper
• Hamaad Akmal, Global Operations, eBay
• Andy Chiu, GM, KraveBeauty

Our Global Growth showcase features several brands that are relatively early in their global DTC/cross-border journey yet cater to different international audiences.

Our panelists discuss the market dynamics driving their international ecommerce expansion plans to include more than just DTC operations. Hear why global growth programs must be aligned with their overall business strategy and how including local, on-the-ground partners in key markets can boost short-term revenue.

Digital marketing, social and influencer marketing programs drive international product discovery – and new global retail/wholesale partners are taking notice. We discuss how to plan and integrate marketing programs (and teams) to convert growing demand from international shoppers into new retail partnerships that drive sales growth across channels.

Learn how leaders have successfully avoided some of the pitfalls that upended some once high-flying DTC brands. We share five secrets to thriving internationally in the DTC Plus Partners Era and to building loyal customers for the next phase of global growth.

Speakers:

•  NJ Falk, Managing Partner, APL- Athletic Propulsion Labs
• Ari Cheszes, Sr Director of E-Commerce and Omni-channel, Overtime
• June Van Heel, CEO, Wolven
• Joseph Adelantar, Vice President of Marketing/Ecommerce, Icer Brands

We wrap up GELF with a “Town Hall” concept where we recap key themes from the day’s conversations from a technology perspective. GELF moderates a town hall discussion about the path ahead for DTC and omnichannel brands and how to grow your global ecommerce sales.

Speakers:

• Amy Silino, Director Digital & Ecommerce, Cerberus
• Rachel Bender, Sr. Operations Manager, Eleven by Venus (Williams)
• Harvey Bierman, Chief Strategy Officer, Red Van Workshop
• John Harmon, Senior Retail/Technology Analyst, Coresight Research

Grab a cold one, enjoy some delicious appetizers and network throughout the GELF NYC ’23 Closing Reception!