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Beyond The Shelf

David Feinleib

95 episodes

5 days ago

This week we're re-airing our episode from this past August with Paco Underhill, renowned behavioral researcher, retail anthropologist, and best-selling author of Why We Buy. Paco has spent decades studying how and why we shop—and what our behavior reveals about the changing nature of retail. In this episode, he and Dave dig into: How physical stores are evolving in a digital-first worldThe surprising shopper trend reshaping the beauty categoryWhat AI can’t replicate when it comes to in-store...

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This week we're re-airing our episode from this past August with Paco Underhill, renowned behavioral researcher, retail anthropologist, and best-selling author of Why We Buy. Paco has spent decades studying how and why we shop—and what our behavior reveals about the changing nature of retail. In this episode, he and Dave dig into: How physical stores are evolving in a digital-first worldThe surprising shopper trend reshaping the beauty categoryWhat AI can’t replicate when it comes to in-store...

Show more...

Episodes (20/95)

Beyond The Shelf

REWIND: The Science of Shopping - with Behavioral Researcher & Author Paco Underhill

This week we're re-airing our episode from this past August with Paco Underhill, renowned behavioral researcher, retail anthropologist, and best-selling author of Why We Buy. Paco has spent decades studying how and why we shop—and what our behavior reveals about the changing nature of retail. In this episode, he and Dave dig into: How physical stores are evolving in a digital-first worldThe surprising shopper trend reshaping the beauty categoryWhat AI can’t replicate when it comes to in-store...

5 days ago

35 minutes

Beyond The Shelf

Always Ask Why - with Ahold Delhaize USA's Joanna Crishock

This week Dave is joined by Joanna Crishock, VP of Digital Merchandising & Operations at Ahold Delhaize USA. She shares how she’s helping iconic brands like Food Lion, Stop & Shop, Giant Food, and The Giant Company stay agile, customer-focused, and digitally connected. From her early days in consumer insights to leading omnichannel strategy across merchandising, operations, and retail media, Joanna brings a powerful “why-first” mindset to every challenge. Dave and Joanna discuss...

1 week ago

47 minutes

Beyond The Shelf

Reimagining the Supply Chain – with McLane Company's Murat Genc

What does it take to digitally transform a $50 billion supply chain business? This week's guest, Murat Genc, President and Chief Information & Digital Officer at McLane Company, shares how he’s helping a 130-year-old company embrace the future of technology. From his early days building algorithms in college to leading transformations at P&G, Whirlpool, and now McLane, Murat brings a rare blend of technical depth, leadership savvy, and startup mentality to every challenge he faces. Yo...

2 weeks ago

35 minutes

Beyond The Shelf

Making the Creative Work Harder — with Retail Media Veteran Brian Anthony

This week's guest is Brian Anthony. Brian was in retail media before it was even called retail media. From his early days at Triad, helping launch the first LeBron James campaigns on walmart.com, to his current work shaping strategy across RMNs and brands, Brian brings a wealth of perspective to the evolution of the space. In this episode, he and Dave talk about: The early days of retail media and how far it’s comeWhat makes great creative (hint: simplicity, alignment, and executi...

3 weeks ago

25 minutes

Beyond The Shelf

The Pivot or Die Mindset - with Pacvue's Melissa Burdick

This week we welcome Melissa Burdick, Co-Founder and President of Pacvue, the leading Commerce Operating System that unifies retail media, commerce management, and measurement. A former Amazon executive with nearly a decade of experience, Burdick helped launch Amazon’s CPG/Health & Beauty retail business and was an early leader in Amazon Advertising. In 2018, she co-founded and bootstrapped Pacvue, scaling it from a startup into a global company with over 700 employees, supporting more th...

1 month ago

42 minutes

Beyond The Shelf

Reaching Every Shopper, Everywhere – with Jeff Cohen

This week we’re joined by returning guest Jeff Cohen. Jeff is a go-to voice in the world of retail media. You’ll hear Jeff’s take on signal-based media, AI-powered ad creation, and the biggest creative blockers that brands still face today. He also shares why strategy, content, and creative execution can no longer live in separate silos Connect with Jeff on LinkedIn Follow Beyond the Shelf on LinkedIn Learn More about It'sRapid Get the It’sRapid Creative Automation Playbook Take It’s...

1 month ago

34 minutes

Beyond The Shelf

Sustainability That Sells: Turning Purpose into Action - with Marie-Agnés Daumas

This week we're joined by Marie-Agnès Daumas. With a background spanning TerraCycle and Colgate-Palmolive, Marie-Agnès brings a career's worth of insight into retail leadership, sustainability strategy, and how to connect with the modern consumer. In this episode, she shares lessons from the frontlines of purpose-driven commerce: How to make sustainability resonate at the shelfWhy simple creative matters more than ever The surprising power of a faucet (!) How her team at Terra...

1 month ago

25 minutes

Beyond The Shelf

How to Launch (and Win) with Influencers and Algorithms - with ProductWind's Tim Wilson

Dave’s guest today is Tim Wilson, Chief Revenue Officer at ProductWind, a platform helping brands use influencer marketing to drive real results—especially in retail environments like Amazon and Walmart. Tim’s career has spanned eComm, tech, and analytics—with past roles at CommerceIQ, Pattern, and 1010data. In this episode, he shares what he’s learned about launching products, winning with algorithms, and why influencers aren’t just for top-of-funnel anymore. We dig into: How to “market to t...

2 months ago

34 minutes

Beyond The Shelf

The Science of Shopping - with Behavioral Researcher & Author Paco Underhill

This week’s guest is Paco Underhill, renowned behavioral researcher, retail anthropologist, and best-selling author of Why We Buy. Paco has spent decades studying how and why we shop—and what our behavior reveals about the changing nature of retail. In this episode, he and Dave dig into: How physical stores are evolving in a digital-first worldThe surprising shopper trend reshaping the beauty categoryWhat AI can’t replicate when it comes to in-store experiencesThe friction points modern brand...

2 months ago

35 minutes

Beyond The Shelf

How to Drive Smarter Retail Execution – with Spectrum Brands’ Mir Zaman

What do rocket science and commercial operations have in common? More than you think! In this episode, Mir Zaman, Vice President of Commercial Operations at Spectrum Brands, shares what he brought with him from the aeropsace industry to Amazon—and now to one of the most diverse brand portfolios in consumer goods. From challenging legacy systems to scaling creative content across categories like pet care, home improvement, and garden, Mir offers a clear blueprint for modern growth. We also div...

3 months ago

32 minutes

Beyond The Shelf

Smarter Media Measurement and Incrementality – with Clerdata’s Meghan Corroon

This week we’re joined by Meghan Corroon, Co-Founder and CEO of Clerdata. In a world full of spend reports, inflated ROAS claims, and buzzwords like "directional" or "efficiency," Clerdata helps brands see clearly which investments are moving the needle - and which are just noise. Meghan brings a deeply analytical mindset (honed through time at the Gates Foundation and beyond) and mixes it with real-world brand empathy. The result? A grounded, accessible conversation on what it takes to reall...

3 months ago

28 minutes

Beyond The Shelf

How Expert-Led Content Is Rebuilding Brand Trust - with The Desire Company's Eric Sheinkop

What if you could swap out your influencer campaign…for a NASA astronaut? This week on Beyond the Shelf, Eric Sheinkop, CEO of The Desire Company, breaks down why expert-led content is outperforming traditional UGC and influencer videos—and how his team built a community of world-class experts to power high-converting content across Target, Sam’s Club, Best Buy, Amazon, and more. We get into: Why shoppers are craving real expertise at the point of purchaseHow expert-led videos improve convers...

3 months ago

30 minutes

Beyond The Shelf

How Great Retail Events Come Together – with Groceryshop & Shoptalk's Rocquan Lucas

This week we’re joined by Rocquan Lucas, VP of Content at Groceryshop and Shoptalk, where he leads speaker recruitment, agenda development, and content strategy for two of the most influential retail events in the world. Rocquan shares his journey from interning at Internet Week NY to curating high-impact events attended by thousands of the biggest names in CPG, grocery, and tech. In this episode, we talk about: How to design content for 5,000+ attendees – Rocquan shares the mix of research, ...

3 months ago

34 minutes

Beyond The Shelf

Embracing Change: How to Be Agile in the Age of AI – with Status: Alpha’s Alicja Spaulding

This week we’re joined by Alicja Spaulding, Founder of Status: Alpha, who helps marketing leaders operationalize AI, digital transformation, and creative agility. Alicja started her career in the music industry—cutting her teeth in the early days of digital disruption—and has since built brands in architecture, food, and now AI-enabled strategy. She’s worked with startups and mid-market manufacturers alike, helping them become more nimble, less siloed, and more prepared for what’s next. In th...

3 months ago

30 minutes

Beyond The Shelf

REWIND: What’s Next in Retail Media Tech – with Walmart Connect's Diana Finster

We're off this week, so we're re-airing Dave's interview with Walmart Connect's Diana Finster from earlier this month. They discuss: Walmart’s approach to closed-loop measurement and omnichannel ROIHow to balance scale and precision in media strategyThe launch of Walmart Connect’s Display Advertising API—and how partners like It’sRapid are helping advertisers move fasterWhat great creative looks like, and why it’s core to performanceWhat Diana is focused on heading into Cannes 2025We'll be ba...

4 months ago

20 minutes

Beyond The Shelf

Building Global Content Infrastructure – with Church & Dwight's Julie Clifford

This week we’re joined by Julie Clifford, Global eCommerce Acceleration & Capabilities Senior Manager at Church & Dwight. Julie’s journey from art teacher to global ecommerce leader has one big throughline: helping others succeed. In this episode, she shares how that mindset fuels her work in marketing tech, content strategy, and digital transformation across markets worldwide. We cover: Why global consistency matters—and where localization still winsHow to balance creative agility wi...

4 months ago

30 minutes

Beyond The Shelf

How to Turn Post-Purchase Moments into Ad Revenue – with Thanks’ Doron Ostrin

This week we’re joined by Kevin Creese, Director of Ecommerce at Wastequip, where he’s lThis week we're joined by Doron Ostrin, Co-Founder and Co-CEO of Thanks – the customer-first ad network that’s transforming how brands show up after checkout. Doron shares why the most underutilized moment in digital commerce might just be the one right after a purchase—and how Thanks is turning it into a high-performing, brand-building opportunity. We also dig into: Why interruptive advertising needs a re...

4 months ago

29 minutes

Beyond The Shelf

What’s Next in Retail Media Tech – with Walmart Connect's Diana Finster

This week we’re joined by Diana Finster, Head of Agency, Media & Tech Partnerships at Walmart Connect. Diana’s team is leading the charge on what retail media can be—bridging physical and digital, performance and storytelling. With deep experience across brands, agencies, and platforms, she’s uniquely positioned to talk about the evolving relationship between content, commerce, and conversion. In this episode, we talk about: Walmart’s approach to closed-loop measurement and omnichannel RO...

4 months ago

20 minutes

Beyond The Shelf

How to Bring B2B Online (Without Losing Your Mind) – with Wastequip’s Kevin Creese

It’s one thing to sell snacks or sneakers online. It’s another to sell dumpster lids and hydraulic cylinders. This week we’re joined by Kevin Creese, Director of Ecommerce at Wastequip, where he’s leading the charge to modernize how waste handling parts are discovered, bought, and supported online. Dave and Kevin dig into the heavy-duty realities of B2B ecommerce—where the SKU count is high, the data is messy, and the buying process is anything but simple. They cover how to make ecommerce wor...

5 months ago

28 minutes

Beyond The Shelf

How to Spend the Next Dollar – with Edgewell’s Nate Moran

This week we’re joined by Nate Moran, Senior Director of Growth, Digital Strategy & Analytics at Edgewell Personal Care—the company behind brands like Schick, Banana Boat, Wet Ones, and more. With a career spanning Red Bull, Newell, Unilever, and now Edgewell, Nate brings a sharp perspective on what it takes to turn data into decisions and insights into impact. In this conversation, Nate and host Dave Feinleib explore the evolving relationship between analytics, creative, performance mark...

5 months ago

33 minutes