April Berthene, Author at Chief Marketer

AI

Thirdlove CMO Prepares for AI Shopping Shift

At NRF ’26, Thirdlove Chief Marketing Officer Amy Carr discusses how the bra brand is restructuring its organization to prepare for generative AI agents. Plus, the brand bets on physical retail while websites become transaction centers.

Social

Top Retail Marketers at PacSun, Tarte and Crocs Share TikTok Shop Success Tips

PacSun, Tarte and Crocs say letting influencers have creative control is the key to viral and lucrative TikTok content.

GaryVee’s Hot Takes on Better Marketing at NRF ’26

Trends

GaryVee’s Hot Takes on Marketing Best Practices at NRF ’26

VaynerMedia CEO Gary Vaynerchuk tells retail marketers to ditch brand lift studies, post on LinkedIn and prepare a live selling strategy in his NRF ’26 keynote address.

Shopper/Retail

CES 2026: Best Buy CEO Corie Barry on the Retailer’s ‘Maniacal’ Focus on the Customer Experience

Barry shares how AI is a powerful tool at Best Buy but why human labor and stores are still among the most valuable assets.

CES 2026

CES 2026: Oura Triples Investment in Target’s Retail Media Network

At CES 2026, Oura Ring VP of Retail discusses his growing confidence in audience targeting tools that improve marketing outcomes.

Shopper/Retail

Discounts, Social Media Influencers Drive Record Online Holiday Sales

Online holiday sales increase 6.8% in US for 2025 season, reaching $257.8 billion, according to new Adobe Analytics data.

Shopper/Retail

Cambridge Satchel Shares ‘Wicked’ Bag Boost and Store Expansion Strategy

Cambridge Satchel’s Head of Marketing and Ecommerce shares how the U.K. handbag brand uses stores as a marketing tool, plus how collections with “Wicked” and Swarovski Crystals boost its sales and exposure in this Q&A.

Sampling

How Hi-Chew Targets Gen Z Shoppers with In-Person Activations to Increase Brand Awareness

Candy brand Hi-Chew has doubled its brand awareness in the U.S. since 2018, but it wants more Gen Z customers as the group increases its spending power.

Shopper/Retail

Woof Gang Reaps Local Marketing Benefits With National Resources

Woof Gang CEO Ricardo Azevedo shares how passionate store owners plus the web traffic of a national brand helps keep the pet groomer and retail store growing.

Campaigns

Patreon Pushes Content Subscriptions in Lieu of Gift Cards for Last-minute Holiday Shoppers

Since November 2024, revenue from gifts has increased 250% at Patreon. The platform’s Marketing SVP discusses the brand’s marketing point-of-view and holiday campaign.