JBP in the Digital Age With Lauren Livak and Nate Pinkston

The Digital Deep Dive With Aaron Conant

Lauren Livak Gilbert is the Executive Director of the Digital Shelf Institute (DSI), which shapes the future of digital and advances commerce through community, content, and education. In her role, she defines the strategy for creating a global industry commerce community to support brands, retailers, and future leaders in the complex digital environment. As a thought leader in digital and design, Lauren has experience driving impactful multi-channel design content, transformative digital shelf solutions, and high-conversion web UX designs across multiple regions. Before DSI, she held numerous roles at Johnson & Johnson, where she owned the digital shelf for consumer products in North America.

Nate Pinkston is the Head of Growth for Retail Media at Microsoft, where he manages end-to-end ownership of sales, customer success, and account management for the world’s largest retail media networks. As a digital marketing and engagement leader, he uses analytics to develop innovative solutions in the AdTech, MarTech, and retail industries. Nate has led teams to design and launch new products, reach new customer segments and markets, and work with C-suite executives to drive growth.

In this episode…

With more companies adopting retail media advertising, joint business plans (JBPs) between retailers and brands have become a requirement. Yet these plans are still in the initial stages, with both parties unsure of how to proceed. What steps can you take to collaborate with retailers and ensure your JBP reflects your business goals?

As early adopters of retailer media, Lauren Livak Gilbert and Nate Pinkston have invested countless hours and resources helping brands and retailers navigate JBPs. Industry standards for joint business plans haven’t been established yet, so Lauren and Nate recommend formulating recurring cross-functional meetings with internal teams and retailers to collaborate on strategies. This should be an integrated, holistic process that aligns the practices and goals of each team and party. Additionally, retailers are open to brand insights and ideas, so offering data and innovative approaches is crucial for establishing standardized business practices.

In this week’s episode of The Digital Deep Dive, Aaron Conant hosts Lauren Livak Gilbert of the Digital Shelf Institute and Nate Pinkston of Microsoft to discuss the ins and outs of joint business plans. Together, they explain how to optimize this digital strategy session, the importance of data-sharing and cross-functional collaboration, and the eCommerce team’s role in JBPs.