Beyond The Shelf
This show is an open exploration of the people and process behind E-Commerce. Through conversations with innovators in the space, we learn the stories of these leaders and their strategies for E-Commerce success. You can join our mailing list and access more content at itsrapid.ai.
David's past guests have included: Bryan Gildenberg from the CPG Guys, Todd Hassenfelt from Colgate-Palmolive, Anne Zybowski from Circana, Randy Mercer from 1WorldSync, Jared Taitel from PepsiCo, David Novak from Salsify, Harvey Ma from Albertsons Media Collective, Carter Jensen from General Mills, Pam Perino from Ghirardelli Chocolate, and many more.
Beyond The Shelf
Creative Finds the Audience — with Salt Media’s Jordan Witmer
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Dave’s guest this week is Jordan Witmer, Managing Director of Retail Media & Consulting at Salt Media, where he helps brands unify creative, data, and performance across today’s fragmented retail media landscape.
Jordan’s journey spans Black & Decker, Hershey, and Johnson & Johnson (now Kenvue), giving him a rare, full-funnel view of how commerce, media, and measurement intersect.
In this episode, he and Dave unpack:
- Why ROAS isn’t dead — it’s just misunderstood
- How to balance brand goals and item-level data for smarter optimization
- The shift toward campaign-first creative that adapts across every platform
- Why physical retail is making a comeback in an AI-saturated world
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Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com
Producer: Jake Musiker