eTail West 2017

February 27 - March 02, 2017

JW Marriott, Palm Springs, CA


Pre-Conference Summit: Getting To Global Leadership Summit -

In conjunction with the Department of Commerce U.S. Commercial Services' eCommerce Innovation Lab and the Global Retail Insights Network (GRIN), the Getting To Global Leadership Summit examines the business perspectives needed for overseas markets. With perspectives from leading international leaders, as well as Commercial Service Trade Specialists, this interactive summit will give you the do’s and don’t’s for global expansion. Key sessions include; developing a global strategy, logistics, payments, regulation, and the emerging markets.

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8:15 AM Networking Breakfast & Registration

8:45 AM Welcome Remarks

Josh Halpern, Founding Director, eCommerce Innovation Lab, U.S. Department of Commerce

 Josh Halpern
Josh Halpern
Founding Director, eCommerce Innovation Lab
U.S. Department of Commerce
Josh Halpern launched the U.S. Department of Commerce’s eCommerce Innovation Lab, based in Silicon Valley, California in 2016.  Mr. Halpern’s role includes leveraging private sector solutions and the International Trade Administration’s global reach to drive U.S. exports of goods and services through ecommerce channels.

9:00 AM The Global Mindset: Business Perspective and Overseas Markets

Carl Miller, Managing Director, Global Retail Insights Network (GRIN)

The GRIN has spent years traveling the world talking with leading brands and retailers. Across hundreds of meetings and information sharing sessions, we have found that most retailers are under-resourced and under-experienced when it comes to expanding their global business. Join GRIN Founder Carl Miller as he shares the results of a recent GRIN research project on “the global organization”. This interactive discussion will provide actionable advice for cross-border success based on interviews and insight from leading global retailers.

o    Developing the global culture: success starts with company culture. Learn a simple guidepost to better communicate your global strategy internally
o    Understanding the international consumer:  actionable take-aways to better understand your global consumer
o    Building the foundation for an international market-entry strategy: learn how the best retailers are approaching emerging markets

 Carl Miller
Carl Miller
Managing Director
Global Retail Insights Network (GRIN)
Carl Miller is the Founder and Managing Director of the Global Retail Insights Network(GRIN), the principal not-for-profit global community for e-commerce professionals. Carl founded the GRIN to help cross border retailers lead and innovate through knowledge and collaboration. He previously led the retail practice at GlobalCollect (anIngenico compa ...[Read More]

9:20 AM Keynote Fireside Chat: “Getting To Global”

Kai Li, VP, International, Revolve Clothing

Learn from Revolve Clothing how they first approached cross-border ecommerce, their pain points, and best advice they have for other retailers.

o    Getting started: the path to developing an international strategy
o    Mistakes made: common pitfalls and headaches to avoid
o    Lessons learned: best practices and advice for moving forward

 Kai Li
Kai Li
VP, International
Revolve Clothing
Kai Li is the VP of International for Revolve Clothing. Previously he was the head of International Business development for, an Amazon subsidiary, where he focuses on strategic planning; brand building; traffic generation; and strengthening of operational capabilities in international markets. Prior to Shopbop, Kai was Sr. Business Dev ...[Read More]

10:00 AM Customer Acquisition Panel Discussion – Lessons Learned In Overseas Market Strategies

Kim Walls, EVP / GM, Lime Crime

Dave Goodman, Founder & CEO, Coco Jack

Now that you’ve identified your target markets, how do you acquire or grow your consumer base? This panel discussion will take lessons learned, best practices, and considerations from some of the top cross-border ecommerce retailers.

o    Consumer culture: tips on how to understand your value proposition fit
o    Building your brand: hear creative examples of how your brand can cut through the noise
o    Reaching consumers: optimize your consumers’ ability to find and interact with you online
 Kim Walls
Kim Walls
Lime Crime
Kim is an accomplished beauty industry executive with decades of experience in global eCommerce, product innovation and digital marketing. She specializes in aligning teams of all sizes to realize a shared vision, and has built and grown businesses from start-ups to Pepsi. Her track record of commercial success leveraging progressive eCommerce tech ...[Read More]

 Dave Goodman
Dave Goodman
Founder & CEO
Coco Jack

10:30 AM Coffee & Refreshments

11:00 AM Developing Your Global Strategy: An Interactive Exercise

In this session participants will work in groups to build out a strategy based on relevant case-studies.  Together participants will:

o    Prioritize markets: develop market intelligence skills and identify resources
o    Engage with real-life scenarios: Build practical applications
o    Collaborate with industry counterparts: diverse working groups and expert facilitation provide an experience-rich environment

11:45 AM Localization Panel: Everything From Merchandising To Translation

Chrissie Webster, VP, Ecommerce, Lime Crime

Retailers and brands are constantly looking for the right balance of localization and control. This panel will examine the pros and cons of cross-border vs. and on the ground localized approach.

o    Merchandising: how do you stay in touch with the the what is hip or not
o    Translation: is it necessary and if so when and where
o    Other considerations: learn what else we should consider when taking the jump to localization.
 Chrissie Webster
Chrissie Webster
VP, Ecommerce
Lime Crime
As the Vice President of eCommerce at Lime Crime, THE makeup brand for Unicorns, Chrissie spearheads initiatives to optimize the shopping funnel, drive results, and ensure a magical on-site experience.  Lime Crime’s fanatical, millennial customer base uniquely positions the brand in the marketplace – and provides new, intriguing challenges every da ...[Read More]

12:15 PM Lunch & Networking For All Attendees

1:15 PM Payments and Logistics Panel - Getting Your Product In-Country

Alicia Radabaugh, Director, eCommerce, MVMT Watches

What are the main issues ecommerce retailers face in delivering their products to consumers in overseas markets?  This panel discussion will explore the supply chain, best solutions, and logistics options for consideration.

o    Logistics: how does it work for ecommerce retailers
o    Challenges:  common issues that arise for most retailers
o    Market-specific solutions: how to effectively develop a logistics strategy that fits each market

Alicia Radabaugh
Director, eCommerce
MVMT Watches

1:45 PM Roundtable Discussions

We’ll have small group discussions led by industry experts, U.S. Commercial Service eCommerce Innovation Lab (EIL), GRINLabs, and retailers.  Join any table you’d like and talk through challenges related to these topics, so you can walk away with solutions to globalize your operations.

Table 1. Identifying Market Opportunities To Expand
Table 2. Building Your Digital Brand Regionally
Table 3. Choosing The Right Cultural Channel Mix
Table 4. Optimizing Your Users’ Experience
Table 5. Pricing Your Product To Competitively Sell
Table 6. Protecting Your Brand’s Product And Reputation
Table 7. Shipping Your Product Securely
Table 8. Avoiding Fraud And Collecting Payment
Table 9. Managing After-Sales Services For Top Customer Connection

2:45 PM Afternoon Coffee & Refreshments

3:15 PM Fireside Chat: Chasing The Elephant—Emerging Markets (Brazil, Russia, India and China)

Jose Nino, VP, eCommerce & Marketing, Perry Ellis International Inc

Antoine Poissonnier, Founder, Collection Privee

Emerging markets are sought after but often misunderstood. A look at what retailers can do to investigate and prepare for doing business in the BRIC.

o    Don’t do this: techniques, tactics, and mistakes to avoid
o    Do do this: techniques, tactics, and strategies that work

 Jose Nino
Jose Nino
VP, eCommerce & Marketing
Perry Ellis International Inc
Jose Nino is a multichannel, Google certified, senior level e-commerce and digital marketing executive with over 15 years of experience in the startup, development and management of results oriented e-commerce marketing, technology and operations. A Brand Innovators "40 under 40", he has presented at numerous domestic and international industry con ...[Read More]

 Antoine Poissonnier
Antoine Poissonnier
Collection Privee
Antoine has 20 years of experience developing and managing international retail and Ecommerce organizations in Europe, Russia, US. After developing the Russian subsidiary of $50B French retailer Auchan, now the largest foreign employer in Russia, Antoine founded the first private sales website dedicated to premium and luxury brands in Moscow. He wa ...[Read More]

3:55 PM The GREAT Canadian Debate: Retailer vs. Consumer

“Going to Canada is easy” - This super serious debate between a real Canadian consumer versus a U.S. Retailer selling into Canada will take a look at the complexities of selling to a market that is often overlooked.
o    Case study:  Canadian consumer and U.S. seller
o    Clear communication: does your overseas client understand your business?
o    Best practices: keep your overseas clients as happy as your domestic clients

4:25 PM Conclusion of the Going Global Leadership Summit

5:15 PM Cocktails & Conversations (Retailer-Only): Connect With Retail Peers From Similar Sized Organizations

Zachary Belinsky, VP,

Krista Deshayes, Sr. Director, Marketing, Saatva Mattress

Min Cho, Sr. Director, Digital Marketing,

Michael Broukhim, Co-Founder & Co-CEO, Fab Fit Fun

Daniel Broukhim, Co-Founder & Co-CEO, Fab Fit Fun

Jose Nino, VP, eCommerce & Marketing, Perry Ellis International Inc

Table #1: 0-25 Million in online revenues – Hosted By Zachary Belinsky, Vice President, Village Hat Shop
Table #2: 25 – 100 Million in online revenues – Hosted By Jose Nino, VP, eCommerce Marketing, Perry Ellis
Table #3: 100 – 500 Million in online revenues Hosted By Krista Deshayes, Sr. Director, Marketing , The Saatva Company
Table #4: 500 Million+ in online revenues – Hosted By Min Cho, Sr. Director, Digital Marketing,
Table #5: Disruptor & Start-up roundtable- Hosted By Michael Broukhim and Daniel Broukhim, Co-CEO & Co-Founders, FabFitFun
 Zachary Belinsky
Zachary Belinsky
Zachary Belinsky hat been VP of for over 3 years.   Zachary has found success through focusing on classic core competencies. That is, providing the right product at the right price and providing an superior customer service. He believes tech partners should augment and not replace these basic merchant principals. 
...[Read More]

 Krista Deshayes
Krista Deshayes
Sr. Director, Marketing
Saatva Mattress
Krista Deshayes is the Director of Marketing for The Saatva Company.  She joined the company in 2014 and has successfully helped expand The Saatva Company’s growing family of brands that now include Saatva Mattress, Loom & Leaf, and Zenhaven.

She and her team employ complex digital marketing strategies for continued growth.  They lev
...[Read More]

 Min Cho
Min Cho
Sr. Director, Digital Marketing
Min Cho is Senior Director of Digital Marketing at, leading an in-house consumer acquisition team running search engine marketing, social and display campaigns. In addition to paid campaigns, he is also responsible for the Santa Monica division’s P&L, analytics, operations and general management. Prior to joining in 2008, Min led ...[Read More]

 Michael Broukhim
Michael Broukhim
Co-Founder & Co-CEO
Fab Fit Fun
Michael Broukhim is the Co-Founder and Co-CEO of FabFitFun, the world's largest full-size lifestyle subscription box company. Backed by New Enterprise Associates and Upfront Ventures, FabFitFun inspires happiness and personal growth through discovery.

Prior to FabFitFun, Michael was Co-Founder and Managing Partner of Charlie (formerl
...[Read More]

 Daniel Broukhim
Daniel Broukhim
Co-Founder & Co-CEO
Fab Fit Fun
Daniel Broukhim is the Co-Founder and Co-CEO of FabFItFun a woman’s lifestyle brand that inspires happiness and personal growth through discovery. Prior to starting FabFitFun, Daniel co-founded Charlie, a media agency that did client services work for political and entertainment clients, as well as having spent time working in the hedge fund and te ...[Read More]

 Jose Nino
Jose Nino
VP, eCommerce & Marketing
Perry Ellis International Inc
Jose Nino is a multichannel, Google certified, senior level e-commerce and digital marketing executive with over 15 years of experience in the startup, development and management of results oriented e-commerce marketing, technology and operations. A Brand Innovators "40 under 40", he has presented at numerous domestic and international industry con ...[Read More]

5:59 PM Conclusion Of Cocktails & Conversations

6:00 PM eTail Official Gala Reception

Roll Up! Roll Up! We’re stepping back in time to the eTail Vintage Carnival. Play Ring Toss and Spill The Milk before visiting the Prize Stand to claim your winnings. Eat popcorn and gasp in amazement as jugglers, stilt walkers and other live carnival acts light up the front lawn. And the party doesn’t end there; food and drink is served throughout the evening, with an old time photo booth ready to capture all of tonight’s memorable moments.

7:00 PM Registration Closed

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