Celia Van Wickel

The biggest barrier to success isn't budget or technology, it's organizational disfunction. This panel explores how brand leaders have cracked the code on cross-functional collaboration, transforming siloed teams into unified commerce media powerhouses. You'll hear battle-tested strategies for aligning brand, trade, sales, and eCommerce teams around shared KPIs and common goals. These frameworks aren’t just theoretical but real solutions from practitioners who've navigated internal politics, competing priorities, and budget battles to create commerce media strategies that work across every department.

• Creating Commerce Media champions by improving negotiating tactics with your finance and sales teams
• Organizational design principles that eliminate silos and create seamless collaboration between previously competing departments
• Communication strategies that translate commerce media wins into language every stakeholder understands and values 

After two days of learning and networking, close out your conference experience with your peers during the interactive working groups. Return to the office with fresh ideas and a solidified playbook to leverage commerce media to drive profitable growth. Choose from one of four interactive sessions to align with your business objectives:

    1) Making Your Next Media Dollar Count: Where Brands Are Deciding To Invest In

With over 250 commerce media networks competing for your investment, choosing where to place your next dollar can feel like a minefield. Swap real frameworks and winning tips with peers determined to maximize ROI and spending efficiency across the chaos.

    2) Bridging the Funnel Divide: Measuring True Impact Across Every Touchpoint

Upper and lower funnel measurement often gets lost between siloed data and limited analytics support. Discover hands-on, peer-driven tactics for tracking and proving the value of every campaign, from awareness through conversion.

    3)Win Executive Support by Demonstrating Commerce Media Incrementality

Celia VanWickel, Director, Digital Commerce, Russell Stover Chocolate