From Shopper to Screen: Inside the Evolution of Retail Media

Amy Vollet has spent her career at the intersection of media, commerce, and retail — watching the entire landscape transform around her. Now leading the digital commerce practice at Saatchi X, part of Publicis Commerce, she brings together media planning and buying, data and analytics, and e-commerce into one end-to-end approach that reflects how consumers actually shop today.

In this episode, Amy shares her perspective on how retail media has evolved from shopper marketing, why the brand-retailer relationship is more complicated than ever, and what it takes to stay competitive when private label is growing and AI is rewriting the rules of media buying. She also gets candid about leadership, the lost art of humanity in business, and what the next generation is teaching us about intentional personal branding.

Episode Highlights

• How the retail media conversation has expanded to include the retailer as a full partner — and why that changes everything
• Why social media has collapsed the traditional purchase funnel, turning a single piece of content into an end-to-end brand experience
• The "four shelves" framework: digital, physical, social, and agentic — and what it means for content strategy
• Why brand-building remains the most powerful answer to private label competition
• How AI agents are already changing media planning — and why the human 20% is what separates good from great
• Her "no dead ends" philosophy and what it really means to be omni-channel
• Why she defines influence as advocacy — and how that shapes the way she leads

Links and Resources

Connect with Amy Vollet on LinkedIn

Learn more about Saatchi X and Publicis Commerce

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Transcript

Welcome And Amy’s Background

SPEAKER_00 0:00

Amy, welcome to the show. Thanks for having me. I'm excited to talk with you because I think that the media world and there's a lot of news right now going on. It's a really interesting time to be in the media business. And you have been in this space for a long time working at some of the biggest agencies in the world. And I'd love to get your perspective first on what is it that you're doing currently in your role that you're at Satchi X? So tell us a little bit about what you're currently doing, and then we'll get into all of your expertise on the media side.

What Digital Commerce Means Today

SPEAKER_01 0:37

So currently I'm leading our digital commerce practice, which is everything from the media planning and buying across the data and analytics part of that, as well as our e-commerce practice. So everything to do with our clients' product pages, how we show up in content. So it's really end-to-end commerce through the digital lens for us.

How E-Commerce Became Essential

SPEAKER_00 0:57

Yeah. And in thinking about commerce in particular, it has been something that is a relatively newer thing for brands that are focused on their retail partners, right? So can you talk a little bit about how and when the e-commerce part really started to build momentum and become a key part of what you were doing in the media mix?

SPEAKER_01 1:23

Well, as you mentioned, I've been doing it a long time. So it's funny, I feel like what is old is new again. I like to say I was in Shopper before Shopper was cool. So, you know, started off in more uh I don't even love the word traditional anymore, but in traditional media, TV, radio, out-of-home world. And then really found that I love Shopper because we could get them as close to the door, but we didn't really do anything to help convert and finish the action. So in my mind, retail media is just that evolution and making sure that the retailer is part of that relationship.

SPEAKER_00 1:54

Yeah.

SPEAKER_01 1:54

So that conversation had always been shopper to brand. And now when we sit at a table, we think shopper brand and the retailer and their shoppers and how they shop. So for me, really seeing that evolution of what that means and then the e-commerce side of it, of course, has just grown like crazy. We can always reference 2020 and the boom there, the way that it really expedited the way that people thought about shopping and the means that they did it. So while majority of shopping is still happening in store for our CPG clients, say 80%, we are continuing to see that multi-shopping, you don't just shop one way. So it's a needs-based. So really the importance of e-commerce and how your products are showing up to fulfill that full experience. And that's what I love about bringing those worlds together in my space is I'm a media person and the e-commerce content and really get to bring that full package and they don't work in silos that way.

Content That Actually Drives Conversion

SPEAKER_00 2:52

Well, let's talk a little bit about the content because you mentioned content and obviously it's such a key part of what helps convert. So, what have you seen in terms of the focus on content, how that's evolved, the need for content? You mentioned the pandemic. And one of the things that we observed during the pandemic, the start of the pandemic, was the fact that social media usage just started to skyrocket during the pandemic as everyone was home and able to scroll and had more time on their hands, let's say, to do that or wanted to engage with the world in a way that they couldn't by going outside of their doors. So, can you talk a little bit about how content has evolved and how brands need for content has evolved?

SPEAKER_01 3:41

Yeah, I think we're continuing to see the evolution of what content means. We talk a lot about the four shelves and winning. So you think about the digital shelf, the physical shelf, the social shelf, and now the agentic shelf. And so when you think about content, you have to connect it across. But the need states in each of those places are different, what people are looking for. So social is so ripe because you don't have to separate brand and commerce when you're in social. It's really living embodiment of bringing those together because you go from I wasn't even thinking about this product to when's it going to be here from TikTok in five seconds. Right. I think that's a beautiful thing, the way that you think about content specifically in social and the need for it to be fresh and be forward-thinking and trend and being able to take advantage of that. But to your point, it's not about the polish as much. People sniff that out and know there is a place for that 100%. When you think about the top of building the brand and connecting that together. But in social, we're looking for those fast hits. I think you can get into paralysis of trying to be perfect, but that's not what people want. In the space, they want the real, the raw reviews, influencers. How are they really feeling? Can I trust this? And they gotta build that credibility. And people are too savvy.

SPEAKER_00 5:00

Which interesting because one of the things that we have been thinking about for a while because of our focus on influencer and creators is that when you think about the traditional purchase funnel and going from awareness down to purchase, it used to, and I understand this because I came from a brand, and you would have certain activities in your marketing mix that you would do for awareness, and you would have other activities you would do for consideration, but they were different pieces of content. And one of the things that we were starting to see in social was that you could create a piece of content, as you just said, and go from awareness to purchase with one piece of content. So it was almost like you were collapsing.

SPEAKER_01 5:45

Absolutely collapsing. And when I think about media girl brain, when you think about laying out a flow chart to those pieces that you're talking about, the awareness, whatever, I almost feel like socials become an always-on tactic that continually is on so that you can take advantage of those. But those pieces of content and what you're trying to achieve is always at the root. So what's the objective, you know, and what is that content to serve? But the beautiful thing is it can it can do a lot of heavy lifting these days very quickly. You get the KPIs to go with it. So uh not surprisingly. And I really think because it is a space that is kind of of the people, everyone is a creator of content. And you kind of curate your world and you know it is going to you because you've liked something. So it feels like a little more special and tailored. Yeah. Because it is really the most audience forward thinking way that you can be.

SPEAKER_00 6:40

You're raising such an interesting point. And I have to tell you, Amy, I'm kind of it's it's really impressive to hear somebody like you who is not immersed day-to-day in the influencer space because you're bringing up an observation that I think people are starting to talk about. Influencer and creator are talking starting to talk about, which is this idea that, you know, there's been a lot of conversation about how the algorithms are changing on the platforms and how that many influencers have been worried about it. But almost paradoxically, in some ways, it's actually a benefit because as somebody who's on social, I'm not a, you know, somebody who is, let's say, an influencer myself, but I am following people, I actually get more tailored content to me. So when I do see a piece of content that might be sponsored, but it so there's a sponsored piece of content, I'm actually more likely to engage with it because I feel like the algorithm knows what I'm interested in based on what I've been engaging with.

SPEAKER_01 7:51

It's funny because we used to talk about waste a lot in media and wasted impressions because you had to serve mass media out there and then kind of spray and pray, you know, back in the day. Yeah. Um, and so to your point, I think because we've become audience first and our targeting capabilities have grown so immensely. We know so much about people and how to connect, that it it does seem that people are open to that because they almost expect brands to get it right and know exactly what to serve to me, because you know who I am. Yeah. So the that has shifted, the expectations of the consumer on the brands have shifted to show up differently. Yeah. Just like, you know, I've been looking at those shoes. Right. I bought them the other day. Stop serving me, you know. Same thing. People, you know, the audiences, you know. So because we can be so tailored, the whole thought of waste it has left our vocabulary in the media space.

Cutting Through Media Industry Noise

SPEAKER_00 8:44

So thinking, I I know at the top we taught we mentioned a little bit about some of the changes and going on with within the media space and the issues right now that are going on related to one of the main players in the space in terms of the on the media side with the trade desk. Can you talk a little bit about what you think is maybe kind of cutting through the noise a little bit, given your expertise? What is the most important thing that brands and retailers should be thinking about when they're when they're thinking about the media that they're focused on and and really cre doing the things that are that are going to help them be successful and try to drown out the rest of the noise?

SPEAKER_01 9:29

Yeah, I think it really does go back to that equal value exchange. And so if you feel confident that you're getting the right value exchange on behalf of your clients, yeah, and that you're holding people accountable for that value exchange, then it's a win-win, everyone's happy. So to me, it really does go back to that objective setting at the beginning. Say, what do we want to get out of this? What are we going to determine success looks like? And how are we going to get the right information and data to prove that accountable? Making sure that the transparency is there is a huge part. That's a big part of our world today is having that free, open exchange of information and putting it on the table. So when we think about going into that, I always approach it as we both have an agenda when we're coming to the table to meet and negotiate things, but there's always that place to find how it's going to work and that each player gets that value exchange. When I think about the retailer, again, it's it's coming full circle to having three people. And the retailer is interesting because not only are they a vendor, but they're also, you know, the customer team for our clients. That is the customer team. And so that that does change the way you think about doing business because there's a little bit of a line to walk. Yeah. We need to show up, we need to still expect value and hold accountable. But we also understand that there's a return on relationship that's a part of the equation in retail media that's not there in other places.

Retailers As Partners And Competitors

SPEAKER_00 11:05

Right. And you know, it's interesting. That was a hard thing for as someone who came from a traditional large brand and did not work on shopper. It was very strange once I started working in the shopper space to understand that CPG brands, when they say customer, they're not talking about me, maybe the mom who's picking skippy peanut butter off the shelf and buying it for my kids. They are talking about the retailer who has it on their shelf, right? That was a very strange sort of shift for me to understand that that's who the CPG brands who work in shopper, who are focused in shopper, are thinking of when they say customer. But I think there's another element now, too, with the rise of private label where they're also competitor, right? Because the retailers are increasingly doing private label. And it's margin for them. They get better margin probably on that than they do on stocking some national brand on the shelf. What do you think is really important for brands to understand about that part of the relationship right now with the retailer? Because I'm sure it's also complicating or it's changing the way that they show value to the retailer to show up on shelf.

SPEAKER_01 12:27

I think the thing about it is that's why brand building matters. And so the onus, I mean, we might not love it. It is definitely the equation. And I understand it from a retailer's point of view because they have their business objectives and goals that they have to sit hit and margins and all of that. But as long as the retailer is treating it fairly and you're getting as many times up to bat, if you think about e-commerce and showing up in search results, we have to have equal play there, that the algorithms are working that way. But it does put onus back on the brands to make sure that their brand stands for something. And so that we've already created that before the shopper is in that mindset of looking. Yeah, it it's it's a it's a conundrum some days. Yeah. It's it's you know, it's solvable. Again, it's getting all the parties together.

SPEAKER_00 13:17

It's so interesting. Your insight is something that I think is really worthwhile for people to think about, that it goes back to the almost like marketing and brand 101, which is focus on how do you build your brand. I mean, social is a great way to do that. I think of the poppy example where Alex Earl really, as an influencer, really helped build that brand from nothing into a brand that was acquired for over a billion dollars by a major CPG brand. So it's interesting that when you talk about the focus on brand building, I love that. Like just keep focusing on building your brand. Absolutely.

SPEAKER_01 14:00

And I think it's the brand building, and it goes back to what we were talking about earlier about what consumers' expectations are. So if you're the brand that shows up and you've connected the dots for them, and you know when that shoppers, how they're using the app to supplement their shopping, they might go in store, they might do pantry loading, or they need to do a convenience run and pickup, or are they doing pickup or delivery, which is also more complexity in our space now. That is something that brands have the right to own and understand fully how that all works together. And people that have been around me very much realize that my favorite catchphrase for media is no dead ends. And I basically believe that everything has to be connected to drive to that next point. So even when we think about linear TV, how are we retargeting? What's that connection? How are we taking that so that there's not a dead end? That's where we live in a different space than private brands, private label brands. Because as a brand, we are able to really create that full omni-channel. We're not thinking just one customer, we're thinking all. So that's where the shift is back to the brand to say, because when I go to Target and I go to Costco, that brand is showing up. And we have the opportunity to connect that for the consumers in a different way that they can. And we have to lean in and really be truly omni-channel.

SPEAKER_00 15:25

And I love that way of thinking also, Amy, because it's a focus on how do we really drive our into our competitive advantages. Absolutely. What are our advantages as the national brand that we can really dial up and thinking about omni-channel as a way to do that and knowing that I might, as a shopper, I might engage with that brand in my local drugstore, in my supermarket. There are many places that I might be engaging with that brand. And how do you use that as a competitive advantage? The Alex Earl effect doesn't hurt. And she's universal. Yes. I will talk about her for a second because talk about brand building. Right. She has done such a brilliant job of building her brand. And in a very intentional way, in the in what she chooses to do, she thinks about herself, I think, also omni-channel. And it's interesting that you were just talking about that.

SPEAKER_01 16:23

And she's omnichannel, but she goes back to what we were talking about earlier. She's real and she's raw. And she shows you the ugly.

SPEAKER_00 16:29

Uh-huh.

SPEAKER_01 16:30

You know, this is my zits today. Right. This is me crying. Yes. And then she turns around and she's glamorous and gorgeous. And I think that's all of us.

Leadership With Humanity And Empathy

SPEAKER_00 16:37

Right. Because she's also thinking about brand and that vulnerability is a big part of the stickiness, I think, of her brand. She's a great example. So in thinking about your career, because you have such an interesting and strategic point of view on some of these things that only a career can help you build and having experience can help you build. Can you talk about what do you think have been some of the most important steps you've taken in your career that have gotten you to where you are today? Oh gosh.

SPEAKER_01 17:10

I think some of the important steps is really about being an equal people leader as a business person. And I think there's been a lost art of humanity in our space due to its cutthroat. The everyone's driving for business outcomes, but behind it all is still people.

SPEAKER_00 17:30

Yeah.

SPEAKER_01 17:31

And I really believe that at the heart of everything, that that's what has a way of getting lost sometimes. And so when I think about my career, it's like, how would I want to be treated? How would I want to grow people? And so while it's kind of a softer answer, it's, I think it's the reality is you know, how would I want to be led and how do I want to show up? Because we spend more time with people at work than we do, you know, own family. And so really how you show up to build your own personal brand and how you want to be thought of is equally important. As we're talking about brands and our clients, your personal brand, of what that means as a leader in the space, it matters. And it doesn't mean that you can't be aggressive and moving forward and all of those things, but you balance that with the growth. And when I think about my career, I think that's what I'm most proud of is that kind of balance of raising kids, doing full-time work, being present.

SPEAKER_00 18:27

Right. And what you're talking about is empathy. When you were talking about being a strong people leader equally as being a strong business leader, and I love that way of thinking about it, it's kind of unique. I've interviewed a lot of people, and I don't think that that I've heard anyone describe it quite like that. But thinking about yourself as a human being and why that's a superpower in being a good people leader. And that is such an important reason that we know that people stay with good leaders. Right. We know that from years of research, that is why people stay, because they maybe like the work, but they also stay for a good leader.

SPEAKER_01 19:10

And the thought is you can move around, you can change, you can do all these things, but the work is relatively the same. And so it really is about who you want to surround yourself with and how you want to be perceived and how you want to show up. And I think that when you find that groove, then it really that's the magic spot of okay, they've either hired and brought in a team that works a certain way, or we've built that rapport. And also it's leadership up and it's leadership down. Listening and learning, because yeah, I've been doing it a long time. I learn something new every day from the people on my team. And you have to be open. The thing that right now is it's scary because the world changes so quickly, but no one knows it all. And you have to get comfortable in that uncomfortable situation that you're not gonna know at all. I don't know at all, you know, as much as we we try to be and keep up with everything. And that's finding a little bit of comfort in the uncomfortable space in the unknown. Yeah. We don't know what tomorrow's gonna look like in this, and how quickly AI agents are coming, you know, and we're building them. And that's one thing at Publicis is we've been great. We've been handed the ability to say, build, do it. We we want you to what makes your life better? And the expectation is that you're thinking about your job in a different way and doing that, but it's a new world and and we're learning that every day.

AI Agents In Media Planning Workflows

SPEAKER_00 20:37

Yeah. So want to ask you a little bit about that and thinking about how AI is impacting the media space. Can you just talk a little bit about how you see AI impacting you right now in the media world and where you think it's gonna be I don't know, three to six months from now? What do you think is gonna change?

SPEAKER_01 20:59

So when I think about AI and our business, I think there's the internal side and our process flow and how we get the work done internally. And then there's the what we're bringing forward to the clients. So kind of both sides are changing very quickly. I think of AI and the agents that we're we're training, I would call it a good head start. You start at 70 or 80 percent. So I love that thought of taking a brief and taking our historical and the agents turning through all of that and quickly and coming back and saying, here's a budget breakout, here's that. However, the elements that is missing is that creativity of the human mind. So whatever comes back, if you haven't argued with an agent, then you're doing it wrong because you gotta go back and forth. A person on my team the other day said something over around the I wish I had the confidence of an AI agent because they will tell you they're right, even though you know.

SPEAKER_00 21:52

Oh, it's unbelievable. It's unbelievable. I feel like there are human beings like that too, but the AI agent agent. For sure, always right until you kind of poke a hole, and then they're like, oh, wait a second, that's actually an excellent point. But it's interesting that you're experiencing that.

SPEAKER_01 22:08

If it gets you to the 80%, yeah, then we get to spend our time in thinking. And we, you know, we there is so much work and heavy lifting that goes in the back end that people don't think about with media. And so I love the fact if I can give the team more thinking time, then that's a beautiful thing. And the end product's better. So if you embrace it that way to think that got me to 80%, now I'm gonna make the magic happen. And it's not gonna bring something new to the table. And so you have to know that. You also have to know keeping up with what's available. Walmart's gonna change every day. Um, Instacart's gonna change. All the partners we play with, everything is evolving. So you also have to be able to say, oh, I know that Visio matters to Walmart. How are we going to leverage that to our clients' advantage? But AI is agent's not gonna get you there. And that I think goes back to the humanity part again. So that's what I would say is now. That's the work we're already doing. In the near future, we are gonna enter agent-to-agent negotiations. We have an agent, you have an agent, our agents are gonna meet up and duke it out. And it's supply side meeting demand side. I think the interesting thing is everyone's building one. It reminds me of the app wars. Everyone built an app and all of that. If you didn't have an app, like what are you even doing? So what I'm trying to understand is I want to have my clients' best interest, the way that we do business, the way that we think built in. So even though a partner like Google has an agent you can use, that's great. But I also need to be looking out on our behalf and what's right by the way that we do business and we want to do business. So it'll be interesting of how that, you know, shows up and how the agent-to-agent conversations happen. And it's really interesting because, you know, the idea of turning your budgets over and optimizing, I think we're gonna we're gonna see a lot of missteps. We're gonna see a lot of big errors that are happened because the agent went out and bought something or optimized or spent something. So what's lost in in the conversations right now is the importance of training the agent, the manpower it takes. And it's ongoing things. So if you think about someone on your team that needs to be supervisor, director level enough that they understand our brand guidelines, they understand what good business looks like. And you have to continually build that into it. So it's not a set it and forget it. And that's where I think when people immediately go at headcount and talk about agents replacing headcount, it's lost in that. It's it's a different kind of headcount that needs to be there because you have to have that ability one to keep it in check, push back, but also continue to think about what's that training? How are we evolving? How are we keeping up? And that's that's a continual, that's just a new role. I think it's gonna just be an expected part of your role in the future.

SPEAKER_00 25:08

Yeah. And it's interesting too to think about just the process of training the agents. I think you have a really interesting perspective on this. That yes, you can do a lot of work to have the AI give you something that's 80% of the way there, but you still need that really important 20% that gives you the element of understanding strategy and the creativity that you may not get from.

SPEAKER_01 25:38

Otherwise, it becomes homogenous. We've gone to the lowest common denominator. And so you still have to have an advantage.

SPEAKER_00 25:45

Yeah. You know, the way I think about this, it's interesting what you're talking about was hard that get throwing me back to one of the first things that I learned when I was a baby brand manager at a brand. And I remember thinking that if we focused on our products' benefits, not our features, then we actually could be more successful with our customers, with our consumers, because we're speaking their language. Like what's going to appeal to them? Like, what's the benefit of my product versus some feature? And it's really interesting because as you're talking, I'm thinking about that same idea of benefit versus feature. And it's almost like because the AI agent is not a human being, it can't necessarily think of a of a product in a way that is benefit-driven because they are not a human being that understands what's the benefit, what is the emotional benefit to me of buying this product. And I remember thinking, okay, if I'm going to do benefit-driven messaging and if I'm going to focus on the benefits of my product for my customer, I have to think about how my product make their life better, smarter, easier, more interesting. That's what I have to think about. And maybe focus less on whatever that feature is that I might be super excited about because we just spent months and months building it. But at the end of the day, it's what does my customer care about? And when I'm thinking about benefit versus feature, I'm thinking a little bit about human versus AI and how does an I an AI will never necessarily completely understand, because they're not a human being, how do they understand necessarily what that benefit is for the customer? I think we need that, right?

SPEAKER_01 27:41

No, I I think it's right on as we and it goes back to the conversation around brand building and being the emotional side, yeah, commerce has been more functional, but I think that we are bringing that emotion to it. And that's been the big change because like we were saying, you're moving from through the funnel, the proverbial funnel, yeah, so quickly that you have to go from kind of emotional benefit to functional to close the deal. And so it's kind of that colliding. And I I see AI plus human is emotion plus benefit, I guess.

Influence As Advocacy And Personal Brand

SPEAKER_00 28:16

I really appreciate that because it's also like made sort of click something in my brain about thinking about AI. So thank you so much. I I always learn in these conversations so much. All right, my last question for you. This podcast is called Women of Influence. And I would love to hear your thoughts on what do you think influence means and what does it mean for you maybe as a leader? What does it mean for you as a human being? I'm curious about your perspective.

SPEAKER_01 28:46

The word I'd put around it is advocacy because you're trying to influence something for a change or a behavior or something to come out of it. But to me, that really comes from advocacy. So you have to be an advocate for yourself, an advocate for your teams, an advocate for your clients. And that I like that word because it's kind of loaded. It has emotion built in it as an advocate. And so I love that idea of influence, of being that you've advocated for something that you believe in. And that starts with your personal brand all the way through to the way you show up and show up for your clients and you advocate on behalf of them. To me, is like it makes that emotional connection of why does influence matter? And it's because you believe in something and you're putting yourself out there to advocate on behalf. And I really believe in that deeply.

SPEAKER_00 29:45

And it's interesting that you talk about you made the connection to brand building. Because if you think about it, this is something I've always found really interesting about us as business people, as career-minded people, is that we haven't necessarily thought of ourselves as a brand. And we, I think people do now, or increasingly do. What do I stand for? What does that mean? And are more intentional about it. And I love that you made that connection to advocacy, brand building as a person in the world, and thinking about that in terms of how you influence, because it all has to have a connection. Absolutely. There has to be a through line of who who are, what do you stand for? And who are you and what are you all about? And thinking about that as influence. It goes back to, I guess, some of the core principles of creators and influencers, which is they have to be consistent in terms of who they are and how they show up. And so I guess there's a lot of consistency for that as a business person.

SPEAKER_01 30:52

I believe so. I also believe that's what we're learning from the next generation that purposeful choices, they're really good at it. Yeah. They're really good. They're much more certainly than I was. I was never as intentional. No, and uh, you know, guardrails as a more cynical Gen Xer, we weren't good at those things and guardrails and being as intentional as you you just took the work, you did whatever. But I I really believe that's the cross mentorship that you can provide both ways, and learning from, oh, this is what they stand for and make no bones about it. And I love that about the generation.

SPEAKER_00 31:32

It's interesting because it's connected to something you said earlier, too, about building team and thinking about the role that different people when you were talking about that. I was thinking of one of my mentors relatively early in my career, and she was what I noticed about her was that she was really good at surrounding herself with people who rounded out her skills. She didn't pick people who were just like her. Yeah. She picked people who could challenge her, who could teach her something. And I always took away from that something about how I should think about building a team. That you can't just hire five people who are exactly like you or 10 people who are exactly like you. You have to think about who are the people who are going to help me get smarter and help the business, what we're whatever we're working on, elevate. And having all of the same way of thinking does not do that, right?

SPEAKER_01 32:34

I love that. Yeah. And that's the diversity that's needed. And because you don't know it all. And the further you move up your career and your time is spent more in the leadership and function leadership roles and less in the day-to-day. Yes. That's a trust building and picking those right people.

SPEAKER_00 32:54

It's such an interesting thing that you talked about that change because I remember when I started in my career managing people and realizing that, oh my gosh, like I'm moving further and further away from the day-to-day, which maybe I love to do at that when I was doing it. But you go from being a doer to an enabler, and it's a very different thing.

SPEAKER_01 33:19

You were good at doing the thing, and all of a sudden that changes. You do less of the thing every day and more of the other. And so that enablement, to your point, yeah, is critical of how do I bring the right people? And I really believe that is what clients entrust me to do is to enable our teams to act at their highest level.

Where To Follow Amy

SPEAKER_00 33:42

Yeah. And it goes back to that advocacy point you've been talking about. Oh my gosh. I love this. Thank you so much, Amy, for spending this time. I really I've learned so much. I've taken so many notes. I've learned so much. If people want to follow you, what is the best way for them to do that?

SPEAKER_01 33:58

You can find me on LinkedIn, Amy Villette. You'll see I'm at Satchy X, a part of Public Sys Commerce. Great. Well, thank you so much. Thanks for having me.