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Ecommerce Braintrust

Feb 27, 2024

In this episode of the e-commerce brain trust podcast, Kiri Masters, head of Retail Media Strategy at Acadia, interviews Nicole Hatley, Global Content Strategy Manager for Skechers, at the Etail West conference in Palm Springs. Nicole discusses her role in managing Skechers' content across all e-commerce platforms and countries and the unique challenges that come with it. Nicole also shares her experiences as a professor of e-commerce marketing at the Fashion Institute of Design and Merchandising. The discussion covers the rapid evolution of e-commerce and how she prepares her students for a continually changing market. Nicole also shares her excitement for the future of e-commerce, specifically personalization efforts.


00:00 Introduction to Nicole

00:24 Nicole's role overseeing Global Content Strategy for Skechers

01:54 Nicole's role as a a professor of e-commerce marketing and equipping the next generation for this dynamic industry

05:56 The Impact of Personalization in E-commerce

06:41 The most impactful personalization tactic that Nicole is using right now