What a decade at Coach taught Jennifer Martinez-Velazquez about building modern ecommerce

Episode notes

Creating an ecommerce experience that is both emotionally rich and commercially effective can be complex, because it demands a complete rethinking of how customers actually move through digital ecosystems. Jennifer Martinez-Velazquez, Senior Director of Global Marketing & Digital Experience at Coach, outlines how luxury brands can blend immersive storytelling with rigorous performance measurement. Drawing on a decade at Coach spanning site merchandising, operations, and global marketing leadership, Jennifer explains why customers don’t differentiate between “retail” and “outlet”, they simply experience the brand . This insight led Coach to shift away from noisy, promotion-dominant outlet tactics and toward a cohesive, emotionally consistent brand experience across all channels. Jennifer also breaks down the misconception that ecommerce is linear. Most customers require three to four touchpoints before purchasing, which means brands must prioritize emotional resonance, content-driven PLPs, and brand-led narratives on early visits, while using retargeting and paid media for conversion-focused moments.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

• April Dunford’s 1 Killer Question to Expose Weak AI Product Positioning [Repeat]LaunchPod · on digital experience94 / 100
• 326: FROM THE TRENCHES / Don't let AI flatten your voice: Human-first content for building your personal brand - with David J. EbnerEARN THE RIGHT with Trevor Young · on brand storytelling80 / 100
• The Laws of Story-First Marketing with Jessica GioglioContent Disrupted: Bold Takes on Brand Marketing · on brand storytelling78 / 100
• Succession Strategies for Founders to Retain Clients Using Sniper Marketing with Ben BakerThe Art of Succession · on brand storytelling76 / 100
• The CMO as a Strategic Thought Partner | Chris Milone, A Place For MomBuilding Better CMOs and Marketing Leaders · on brand storytelling69 / 100
• Content that Resonates in the Era of AI Slop, with David J Ebner | Sponsored by SearchMasterMarketing x Analytics · on brand storytelling66 / 100

• Gen AI in retail | Why GEO is replacing SEO according to Euromonitor International80 / 100
• Improving conversion and reducing revenue leakage at Mejuri75 / 100
• Why the ecommerce website is dying (and what is next)66 / 100
• Ink and identity: How Mad Rabbit builds community through authentic branding and membership65 / 100
• How Noibu is automating ecommerce outcomes through verticalized AI54 / 100