At our Retail Summit in Lake Tahoe,
leaders from SHEIN, Edible Brands, Tanger Outlets, Allbirds, and Albertsons shared how they’re localizing engagement, leveraging influencers, activating communities, tapping Gen Z, and
streamlining audiences to drive meaningful impact.
Catch the best moments from the on-stage discussions below.
Watch the full session recordings
here!
Lisa Zlotnick, Head of Brand PR at
SHEIN, discussed tailoring assortments to market trends and strengthening consumer engagement through localized strategies and community activations at both
regional and local levels.
Angela Johnson, Chief Strategy & Innovation Officer from Edible Brands, highlighted how the company taps into Gen Z with user-generated content and creatively
capitalized on a surprise mention in the Netflix show Sirens.
Regina Campbell, SVP of Marketing from Tanger Outlets, shared how the brand tailors regional campaigns to
individual centers while strategically targeting tourist markets to drive both local relevance and visitor traffic.
Sarah Grosz, Lead, Influencer Marketing from
Allbirds, shared how she views influencer marketing as both a community-builder and a loyalty program by delivering timely, relevant content that deepens connections within the
Allbirds community.
Tony Colvin,
Director, Performance Marketing from Albertsons Companies, explained how the team recognized their audience strategy was overengineered and streamlined segmentation to focus on the
audiences that truly drive impact.
If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.