In this episode of Total Retail Tech Insights, Editor-in-Chief Joe Keenan interviews Jennifer Lee-Harrison, vice president of demand generation at Carter's, and Youna Kim, senior director of integrated performance media at Merkle. Lee-Harrison and Kim discuss their backgrounds and current roles, their takes on the state of the retail industry heading into another COVID-impacted holiday season, and how Carter's successfully shifted away from discounting during the pandemic. Kim shares how Merkle helped Carter's increase emotional connection with its customers, and Lee-Harrison shares how the children's' brand has shifted its marketing approach to capture consumers’ attention.
Lee-Harrison and Kim offer insight into the data science Merkle is employing to fuel this media marketing strategy, how this data view brings new opportunities to refine customer messaging and strategy across the entire Carter's organization, and how the brand is approaching marketing this holiday season. Lastly, the pair share their predictions on the trends emerging for retail and media in 2022.
Jennifer Lee-Harrison is vice president of demand generation at Carter's, the largest branded marketer of baby and children’s clothing in the U.S., marketing apparel under two of the most recognized and enduring brands in the nation, Carter’s and OshKosh B’gosh. Lee-Harrison is an experienced, high-energy marketing media expert focused on audience transformation and consumer journey mapping across all channels that drive defined key performance indicators for brand, retail and wholesale in collaboration with relationship marketing. At Carter's, she strategically defines addressable audiences by customer journeys to acquire, retain and reactivate within the right channel, with the right message at the right time.
As senior director of integrated performance media, Youna Kim brings over 15 years of experience to the programmatic media space. She's an accomplished advertising leader with extensive experience in B-to-C brands focused on demand performance and lead generation. Youna strives to help her clients navigate the complexities and nuances of programmatic media advertising. With data, media and technology expertise, she enables her clients to achieve their goals with quickness, efficiency and simplicity. Prior to joining Merkle, Youna held positions with Rocket Fuel DSP, Sizmek, and Omnicom Group. In these roles, Youna oversaw media strategy and activation across various international brands from the retail, health and entertainment industries.