Jenny Turner

Sr Director Ecommerce Genexa

DAY 1 | Monday, March 1 | Where Growth Comes From Now

9:20 AM Keynote Panel: Decide How to Run Creators: Brand-Direct, Retail Media, or Affiliate, and What Changes

Social used to be the top of the funnel. Now it's the whole thing: a shopper finds you on TikTok, watches a real person use the product, trusts that face more than any ad, and buys. But most brands still treat creators like a media buy instead of the front door to the brand. This panel gets past the hype into the mechanics: when creator content is brand-direct, when it's retail media, when it's just a fancy affiliate deal, and how to keep it authentic enough that Gen Z trusts it while still trying it to a sale. Real brands, real numbers, real talk on what's working and what's just expensive noise.

Takeaways: 
• How to tell when creator content should run as brand-direct spend, retail media, or an affiliate deal, and what changes in each case
• A way to pressure-test whether "authentic" content can still carry a hard call to action without losing Gen Z's trust
• What real brands are actually measuring on creator programs today, and which numbers are vanity

DAY 2 | Tuesday, March 2 Prove It and Fund It

9:05 AM Keynote Case Study: Audit Every Commerce Media Dollar for Incrementality: What Held Up and What Collapsed

One brand put its whole commerce media portfolio through an incrementality audit and is willing to show the results. What held up, what collapsed, which retail partners cooperated and which graded their own homework, and how the findings reshaped the next year's plan. The honest version, including the spend that turned out to be buying sales that were already going to happen. Three learnings carry the session: control your measurement, act like an owner of the data you are already paying for, and do not be scared to act. 
Key Takeaways: 
  • An audit approach that works with imperfect data and uneven retailer cooperation 
  • The categories of spend most likely to fail an incrementality test, so you know where to look first 
  • How to share hard results internally without torching your retail relationships 

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

Download The Latest Agenda