Chelsey Alexander

Vice President New & Emerging Channels Bayer Consumer Health

Chelsey is the Vice President of New & Emerging Digital Platforms within Bayer Consumer Health leading the development of the future of eCommerce growth strategy. Chelsey is a senior executive with 15 years of experience leading multibillion-dollar categories and brand combinations within some of the largest retailers and retail channels. She is a Xavier graduate and frequent Cincinnati resident due to her 12-year career with Procter & Gamble (P&G). Her P&G career enabled her to gain a diverse background of selling and marketing experiences and enabled her to build category expertise and knowledge within personal health care, vitamins and supplements, feminine hygiene, baby care, and beauty / personal care. During her career at P&G she received company and industry recognition for her ability to over deliver business objectives and being an inclusive leader of large, diverse organizations. One of her proudest accomplishments was to be named the 2021 Inspirational Leadership Award within the Global Baby Care Organization. This prestigious award is given as a part of the Global Baby Care Equity & Inclusion Awards Ceremony and the winner is recognized by the Baby & Fem Care category CEO. Chelsey also recently gained meaningful exposure to the eCommerce and digital media sector as the Vice President of the Brand Management Team within a founder led, start-up and eCommerce accelerator. It was here where she gained real time experience helping small and large brands accelerate their businesses within online marketplaces. Chelsey also serves on the board for a Cincinnati non-profit, Mortar. Mortar’s mission is to create sustainably diverse communities by enabling historically marginalized entrepreneurs to access the resources needed to start and run successful businesses.

Day 1: Integrating Commerce Media to Drive Revenue

9:00 AM Panel Discussion: Unlocking Growth, Optimizing Commerce Media's Position in Your Organization

Discover how industry leaders are transforming their organizational structures to maximize commerce media's impact on revenue and market share. Panelists representing a range of different brands will discuss how their businesses are structuring roles, responsibilities, and aligning cross-functional efforts to optimize performance. Learn emerging best practices, including:

Aligning stakeholders around the metrics that truly impact your bottom line
Seamlessly blending media, product marketing, shopper marketing, commerce, and sales
Leveraging agency partnerships to amplify your internal capabilities
Integrating retail media with shopper marketing strategies to influence decisions at every stage of the path to purchase
Empowering your team to make swift, impactful decisions within privacy constraints

Day 2: Brand Retailer Collaboration and Future Growth

10:35 AM Panel Discussion: Measuring Effectiveness in Commerce Media: Standards, Incrementality, and Predictive Modeling

With so many different networks and KPI definitions, measuring commerce media is a pain point across the industry. Yet understanding the effectiveness of commerce media investments is crucial for driving incrementality and ensuring that advertising efforts are not just subsidizing existing sales. Panelists will discuss how they are tackling this challenge to drive success, including:

Understanding the guidelines and standards set by the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC)
The importance of metrics like ROAS, TACOS, and new-to-brand customers for measuring effectiveness
Demonstrating incrementality to show the lift of commerce media campaigns
Developing internal processes and responsibilities for consistent reporting and measurement

Check out the incredible speaker line-up to see who will be joining Chelsey.

Download The Latest Agenda