Darlyn Reyes

Senior Director, Marketing & eCommerce Zavida Coffee Roasters

Darlyn Reyes is a strategic marketer known for transforming consumer insights into actionable growth strategies. With extensive experience across various roles at major retailers like Loblaw and Walmart, as well as her vendor-side expertise supporting global retail partners, she blends a deep understanding of the consumer journey with the ability to think like a merchant. Her versatile background enables her to drive consumer conversion, optimize operational efficiency, and create collaborative, win-win solutions that propel business growth. Across 23+ years in retail and CPG, Darlyn has consistently led with creativity, precision, and a results-driven approach delivering measurable impact. Get ready to see how she crafts innovative strategies that connect brands with people to drive sustained success.

Day 1: Integrating Commerce Media to Drive Revenue

4:05 PM Panel Discussion: Full Funnel Marketing with Commerce Media: Bridging Awareness, Consideration, and Conversion

Commerce media has evolved from being primarily focused on lower-funnel activities to encompassing a full-funnel marketing approach. Panelists will discuss how commerce media strategies can be effectively implemented across the funnel, and how brands can optimize their marketing efforts to drive both upper and lower-funnel results. Learn how to:

Use display advertising to build product and brand awareness
Create engaging content to drive brand awareness and consumer interest
Generate interest in a product category and retarget customers at the mid-funnel
Ensure the bottom of the funnel is secure with effective conversion strategies, including in-store promotions and point-of-sale activations
Assess tools and methods for measuring the impact of full-funnel commerce media

Day 2: Brand Retailer Collaboration and Future Growth

11:55 AM Case Study: Creative Campaigns that Stretch Dollars and Achieve ROI

As a flavor coffee company, Zavida Coffee Roasters leans into fun to acquire new customers and drive repeat purchases. Darlyn Reyes, Senior Director, Marketing and eCommerce thought creatively about launching an advent calendar with a major retailer to promote an abundance of SKUs and drive purchases, resulting in sold out product. Hear lessons learned about how to bring creative campaigns to life with retailer partners, including:

Crafting the story to gain internal and partner buy-in
Leveraging content from micro creators to drive brand awareness
Executing retail media campaigns, measuring results and repeating
Introducing buy-back coupons and targeted emails to drive repurchase

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

Download The Latest Agenda