Here’s a question that might sting a little: when your company launches a new product, are you finding out about it at the same time as everyone else? Or maybe you’re just getting a last-minute “Hey, can you build a forecast?” before it hits the market?

In this episode, I dive into the role e-commerce and retail media teams should play in shaping product development, and why it matters more than ever. You’ll hear from leaders across CPG, nutrition, toys, and retail media who share how they’re using marketplace insights, social listening, and sales data to influence packaging, pricing, and product decisions. Some are still fighting for a seat at the table, while others are showing just how powerful data-driven collaboration can be.

If you’ve ever wondered whether your customer insights could change what gets developed next, this conversation will spark ideas and give you some arguments to bring to your next leadership meeting.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[00:58] - Alicia Ponzani on being brought in too late to influence product innovation

[02:09] - Brie Keating explains why e-commerce leaders hold the keys to future product design

[02:54] - Jamie Roller shares how Dr. Squatch integrates marketplace insights directly into product vetting

[04:23] - Neha Malik on using social listening to guide smarter product and packaging decisions

[05:18] - Kelsey Knight describes how Slumberkins combines creative vision with forecasting and data

[06:26] - Chris Lowrey highlights how search insights led to a packaging redesign that boosted sales

Links & Resources

Follow Alicia Ponzani, Ecommerce Manager at Premier Nutrition, on LinkedIn
Follow Brie Keating, Director of Ecommerce at Wilton, on LinkedIn
Follow Jamie Roller, Director of Marketplaces at Dr. Squatch, on LinkedIn
Follow Kelsey Knight, Chief Commercial Officer at Slumberkins, on LinkedIn
Follow Neha Gupta Mallik, Head of Connected Commerce at Mizkan America, on LinkedIn
Follow Chris Lowrey, Brand Director at Our Home, on LinkedIn
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Follow Kiri on LinkedIn

Are retail media specialists involved in product development? [Panel Episode]

Retail Media Breakfast Club

Are retail media specialists involved in product development? [Panel Episode]