In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with John Ferris, President, Consumer at Bausch + Lomb, to discuss how modern consumer behavior is rewriting the rules for legacy brands. John shares how his team is tackling a core challenge in eye health: consumers value vision deeply, but often don’t take action until something is wrong, creating a massive opportunity for education-led growth.

John also breaks down what it means to market in a world where discovery is increasingly shaped by social platforms and AI tools. He explains how Bausch + Lomb is partnering with eye care professionals who show up as credible “influencers,” and why improving the quality and structure of brand content matters more than ever as chatbots become a go-to source. The episode closes with a look at how the pharmacy channel is evolving, and how “hidden” in-store friction can quietly shift demand online in an instant.

Key Takeaways

• Education is a growth lever when consumers delay action until a problem appears
• Credibility still wins—but only if you make it easy to understand and easy to trust
• Optimize content for the new discovery layer (AI + social), not just traditional search
• Reduce friction everywhere, because shoppers will reroute the moment it gets inconvenient

Hosted on Acast. See acast.com/privacy for more information.

In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter speak with Marco Brucato, Head of eCommerce Europe - DTC Transformation at Beko Europe.

Marco shares how he’s scaled digital commerce across diverse European markets by applying a “freedom within a frame” mindset, centralizing strategy, governance, and KPIs while empowering local teams to adapt for cultural nuance and shopper expectations.

He breaks down what it takes to make transformation stick inside large organizations, from securing leadership buy-in to making the cost of inaction tangible. Marco also explains why selling the problem matters more than selling the solution, how a test-small-scale-fast approach helps prove value, and why omnichannel should be a core operating principle — not a buzzword.

Key takeaways

• Scale with structure: Centralize principles and governance while enabling local execution
• Create urgency: Make the cost of inaction clear to unlock leadership buy-in
• Prove value fast: Test ideas in small ways, then scale what works

Hosted on Acast. See acast.com/privacy for more information.

In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter speak with Laura Briggs, Head of eCommerce Excellence at Philips.

Laura shares how her team drives category growth across Philips' consumer goods portfolio (Sonicare, Avent, Grooming & Beauty) by establishing a universal focus and analyzing the core drivers of consumer growth as a key framework. She emphasizes that eCommerce is a team sport, explaining how her team aligns cross-functional partners around core KPIs, prioritizing the Digital Shelf as the essential foundation.

She shares the challenge of achieving scale and consistency globally, focusing on designing solutions for different personas, from super users to executives. Finally, Laura offers her "blue sky" vision for a commercial operating model, which would involve eliminating the divide between sales and marketing to achieve unified growth.

Key Takeaways

• Use Category Growth as the single, non-negotiable objective to align diverse global teams and business units
• Prioritize maximizing the Digital Shelf (content, availability, and visibility) as the essential foundation for effective eCommerce investment
• Treat eCommerce as a "team sport" by fostering empathy to ensure critical adoption and consistency across all functions
• The ideal commercial model eliminates the divide between Sales and Marketing to create unified growth leadership

Hosted on Acast. See acast.com/privacy for more information.