Always Be Optimizing - with Ferrero's Helen Makri

Episode notes

This week, Dave speaks with Helen Makri, Sr. Manager of eCommerce Digital Content at Ferrero. Helen shares how Ferrero has evolved its ecommerce content capabilities - from repurposing brand assets for digital to building a more strategic, optimized approach across a large and growing portfolio of brands. In this episode, Helen breaks down why ecommerce content needs to do more than look good. It has to address shopper barriers, support conversion, and be tailored to the needs of each retailer and audience. The conversation also explores Ferrero’s partnership with It’sRapid, including how the team uses It’sRapid Optix™ to test content, uncover clearer insights, customize audience inputs, and optimize PDP visuals earlier in the development process.

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