Amazon's Supply Chain Announcement With Corey Apirian

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Amazon's Supply Chain Announcement With Corey Apirian

Corey Apirian

Corey Apirian is the CEO of Davinci Micro Fulfillment, a full-service logistics company that uses technology and partners with brands and retailers to help market, sell, fulfill, and ship their products. As an accomplished supply chain and operations leader, Corey has over 15 years of senior management experience. With more than 20 years of experience in the eCommerce fulfillment industry, Corey has been drop shipping for every major retailer since 2004 and has launched over 50 different subcategories through individual online and brick-and-mortar channels.

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Here’s a glimpse of what you’ll learn:

  • [1:08] Corey Apirian’s 23-year career spanning eCommerce, logistics, and supply chain — and Davinci Micro Fulfillment’s network
  • [3:54] What Amazon Supply Chain Services covers beyond FBA, from freight forwarding to storage and fulfillment
  • [5:29] How Corey sees Amazon using the AWS Playbook to commercialize its logistics infrastructure
  • [10:37] Why major brands like Procter & Gamble and American Eagle are testing Amazon’s supply chain capabilities
  • [17:09] Amazon’s first-mile and last-mile investments, carrier strategy, and underutilized capacity
  • [20:53] Corey’s take on profitability, carrier diversification, inventory decentralization, and smarter marketplace fulfillment strategies

In this episode…

The supply chain conversation is shifting from simple fulfillment to a broader question of how brands move inventory across every channel with greater control, flexibility, and margin awareness. Amazon’s latest supply chain announcement puts that shift into sharper focus, signaling a bigger move into logistics services beyond traditional FBA. As marketplace profitability gets harder to protect, how should brands think about Amazon’s expanding role in the supply chain?

Amazon Supply Chain Services can be useful when brands treat it as one part of a broader logistics strategy rather than a one-size-fits-all solution. Corey Apirian, an eCommerce, logistics, and supply chain expert, explains how Amazon is applying a familiar playbook: building powerful infrastructure for itself, then offering that capability to the broader market. Corey points out that brands may benefit from Amazon’s rates, scale, and operational discipline, especially for storage, first-mile needs, or select freight opportunities. At the same time, carrier diversification, decentralized inventory, and sharper visibility are essential for protecting profitability and avoiding overdependence.

In this episode of The Digital Deep Dive, Aaron Conant sits down with Corey Apirian, CEO of Davinci Micro Fulfillment, to talk about Amazon’s Supply Chain announcement and what it means for brands. Corey examines why brands are watching Amazon closely, how logistics diversification supports profitability, and the best fulfillment strategies across marketplaces. He also touches on carrier networks, inventory placement, and the future of third-party logistics.

Resources mentioned in this episode:

Quotable Moments:

  • “We've been working with Amazon, myself and other people on my team, for well over 20 years.”
  • “If they can cut out cost and make things easier for brands, why wouldn't you look at it?”
  • “Supply chain management is defined as everything that moves goods and services, really from the point of origin to the point of consumption.”
  • “I think Amazon's a really smart option for some of those things.”
  • “Brands need to know how to sell to Amazon, and Shopify, and TikTok.”

Action Steps:

  1. Evaluate Amazon’s Supply Chain Services selectively: Reviewing Amazon’s capabilities for specific freight, storage, or fulfillment needs helps brands find cost savings without overcommitting their entire operation.
  2. Diversify carrier and fulfillment partners: Avoiding reliance on one provider gives brands more flexibility, protects against disruption, and supports stronger marketplace performance.
  3. Improve inventory visibility across channels: Knowing where products are, how they move, and which channels need support helps teams make faster, more profitable fulfillment decisions.
  4. Decentralize inventory strategically: Placing inventory closer to customers can reduce delivery times, improve service levels, and create a stronger foundation for one-day or same-day fulfillment.
  5. Match product assortment to each channel: Tailoring products, bundles, and fulfillment strategies by marketplace helps brands protect margins and meet customer expectations more effectively.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

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Aaron Conant

Aaron Conant is the Co-founder and Chief Digital Strategist at BWG Connect, a leading platform for executive strategy and networking sessions. He is an eCommerce expert with over a decade of experience in digital commerce, providing advisory services to brands on Amazon sales strategies, retail media, DTC platform selection, and SEO. BWG Connect, in conjunction with BWG Global, has built an exclusive network of over 125,000 senior professionals and hosts over 2,000 virtual and in-person networking events annually. 

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Here’s a glimpse of what you’ll learn:

  • [2:25] The value of focusing on strategic instead of broad, omnichannel approaches in eCommerce
  • [3:39] Why strategic channel management and maximizing SKU-level profitability are important
  • [4:26] Personalizing marketing and optimizing the digital shelf for diverse audience needs
  • [5:34] Getting inventory closer to customers to improve delivery speed and precision
  • [6:46] The future of retail media: moving up the funnel and the rise of in-store digital ads

In this episode…

In today’s digital landscape, brands are seeking strategies that not only deliver results but also stand the test of time. As eCommerce continues to surge, brands must stay ahead of the competition and drive sustainable growth. Identifying the right strategies is crucial, so what are the most effective approaches for digital success?

To answer this, industry experts share valuable insights on everything from omnichannel strategies to personalized marketing. Dan Brownsher stresses the importance of strategic channel management, urging brands to carefully orchestrate where and how they sell their products. Todd Hassenfelt highlights the need for personalized marketing efforts and the optimization of the digital shelf to meet each audience’s unique needs. Corey Apirian explains how getting inventory closer to customers can drastically improve delivery speed and accuracy. Spencer Millerberg discusses the importance of understanding how customers search for products, emphasizing the need for brands to avoid the “curse of knowledge” when creating product listings and to align product names with what customers actually search for. Meanwhile, Andrew Lipsman explores the evolving landscape of retail media, particularly the growing impact of digital ads moving up the funnel and the rise of in-store digital experiences. These actionable takeaways provide clear guidance on refining your brand’s strategy in the digital world.

In this special compilation episode of The Digital Deep Dive, Aaron Conant revisits his most insightful conversations with industry experts. The episode dives into topics like strategic omnichannel management, the importance of personalized marketing, and the future of retail media, including in-store digital ad experiences. It’s a must-listen for digital marketers looking to stay ahead of the curve and optimize their strategies for sustained growth.

Resources mentioned in this episode:

Quotable Moments:

  • "You don't need to be on every channel… there's still specific channels that work for brands."
  • "How you could amplify the original work into all these different variations… is really exciting if it can be done right."
  • "The whole key is to move inventory closer to the end customer, which is what everyone's trying to do right now."
  • "It's a door lock, guys; it's [a] keyless entry door lock that you have. That's what a customer search is for."
  • "You don’t want to lose share of voice with competitive brands. So you got to be there and be in the conversation."

Action Steps:

  1. Focus on strategic channel management: Prioritizing key sales channels helps brands maximize profitability and avoid overspending on less effective platforms.
  2. Personalize marketing efforts: Tailoring marketing messages to specific audiences boosts engagement and increases the likelihood of conversions.
  3. Optimize inventory placement: Moving inventory closer to customers improves delivery speed, meets expectations, and enhances customer satisfaction.
  4. Align product names with customer searches: Ensuring product listings reflect how customers search increases visibility and improves sales opportunities.
  5. Leverage retail media effectively: Investing in retail media and optimizing ad spend up the funnel helps brands maintain competitive visibility and drive sales.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

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JD Saas

JD Sass is the Co-founder and CEO of Axiom Return Solutions, a reverse logistics company that helps Amazon sellers and brands recover value from returns and improve post-purchase performance. He built the company after identifying inefficiencies in how returns are managed across marketplaces. JD leads a team that inspects, grades, and resells inventory while uncovering actionable data insights to reduce losses. He works with brands of all sizes to turn returns into revenue opportunities and improve decision-making across the supply chain.

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Here’s a glimpse of what you’ll learn:

  • [1:27] JD Sass introduces Axiom Return Solutions and how the business emerged organically from Amazon resale and prep operations
  • [4:12] Why brands bake returns into the cost of goods and the hidden impact on profitability
  • [5:56] How removal versus disposal fees changed on Amazon and what that means for sellers
  • [7:49] JD explains reverse logistics: receiving, inspecting, grading, and reintegrating returned inventory
  • [9:46] When brands choose disposal and how it affects product control, resale risks, and brand reputation
  • [14:49] Determining when returns management becomes financially meaningful for a brand
  • [20:19] Why JD emphasizes data — from fraud detection to product improvements and reducing returns

In this episode…

Returns are often treated as an unavoidable cost of doing business and are absorbed into margins without much scrutiny. Yet behind every return is a set of decisions, missed insights, and potential value left on the table. How can overlooked processes become a meaningful driver of profitability instead of a sunk cost?

As an expert in reverse logistics and returns management, JD Sass explains that brands can significantly improve profitability by rethinking how they handle returned inventory. Rather than defaulting to disposal, he highlights the importance of inspecting, grading, and reintegrating products back into sales channels whenever possible. Many items are actually new and recoverable, and leveraging return data can uncover product issues, reduce future return rates, and inform better operational decisions. JD also stresses the value of filing claims and maintaining visibility into inventory to prevent unnecessary losses.

In this episode of The Digital Deep Dive, Aaron Conant sits down with JD Sass, Co-founder and CEO of Axiom Return Solutions, to discuss how brands can turn returns into a profitability lever. JD breaks down why disposal costs more than brands realize, how to recover value from returned inventory, and what data reveals about return behavior. He also touches on claim recovery strategies and optimizing listings to reduce returns.

Resources mentioned in this episode:

Quotable Moments:

  • “We receive, inspect, grade, scan everything on inbound, reintegrate back to primary sales channels, resell on secondary channels.”
  • “A customer return happens always before an item is ever purchased.”
  • “Amazon can dispose or destroy, recycle, and resell your inventory.”
  • “If you're removing that inventory and you're getting anything back on that and it didn't take you a lot of time, it's a win.”
  • “There are opportunities for improvement across the supply chain or the lifecycle of the product.”

Action Steps:

  1. Audit your current returns process: Most brands default to disposal without fully understanding the financial impact. Reviewing your workflow can uncover missed revenue and inefficiencies that directly affect profitability.
  2. Implement a system to inspect and grade returned inventory: Many returned items are new or lightly used. Proper inspection allows you to recover value and reintegrate products back into primary sales channels.
  3. Track and analyze return data consistently: Return data reveals patterns in product defects, listing issues, and customer behavior. Using this information helps reduce return rates and improve overall product performance.
  4. File claims on damaged, missing, or fraudulent returns: A significant percentage of returns qualify for reimbursement but often go unclaimed. Capturing this value can meaningfully improve margins with relatively low effort.
  5. Explore secondary channels for resale or liquidation: Not all returned inventory needs to be written off. Leveraging resale channels helps offset costs and turns what would be a loss into incremental revenue.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Powered by Rise25 Podcast Production Company

Wesly Wilson

Wesley Wilson is the Head of the US and Canada for The Consumer Goods Forum (CGF), a CEO-led global organization advancing the future of retail and consumer goods. With a background in consumer goods investment and experience at Walmart and Mars, Wesley helps industry leaders collaborate on innovation, standards, intelligent commerce, adaptive value chains, and evolving consumer needs. He brings a global, multichannel perspective to conversations about data, AI, and the future of consumer goods. 

Justin Honaman

Justin Honaman is the Global Head of Worldwide Retail, Restaurants, and Consumer Goods Business Development at Amazon Web Services (AWS), a cloud platform helping companies build, scale, and modernize digital capabilities. Justin works with global retail and CPG leaders on supply chain, eCommerce, data, analytics, AI, digital engagement, and customer experience solutions. Recognized as the 2026 Top AI Thought-Leader by Rethink Retail, he brings practical insight into how brands can use generative and agentic AI while navigating data, governance, and talent challenges.

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Here’s a glimpse of what you’ll learn:

  • [1:00] Wesley Wilson discusses The Consumer Goods Forum’s (CGF) work advancing retail and consumer goods innovation
  • [2:21] Justin Honaman’s role at Amazon Web Services (AWS) and his connection to The CGF
  • [3:36] Why clean, standardized data still creates roadblocks for agentic AI adoption
  • [6:42] How enterprise teams balance AI experimentation with IT, security, and governance concerns
  • [11:52] The talent gap in AI, machine learning, and data platforms across major CPG brands
  • [14:49] Data as the new currency for personalization, customer acquisition, and future AI tools
  • [23:01] Wesley talks about aligning agentic tools with a brand’s value proposition and customer experience
  • [33:37] What Justin envisions next for AI, from accessible app-building to consulting support and new talent needs

In this episode…

AI has quickly moved from experimentation to expectation, but many organizations are still working through the foundations that make it useful. Clean data, strong governance, and the right talent are becoming just as important as the tools themselves. As agentic AI becomes more practical, how can companies move fast without losing control?

The answer lies in building flexible data systems, empowering teams, and choosing AI investments that align with real business value. Wesley Wilson brings expertise in retail and consumer goods strategy, while Justin Honaman adds a technology and cloud perspective on how brands are applying generative and agentic AI today. Wesley emphasizes the need for common standards, data control, and a clear customer value proposition, while Justin points to cloud adoption, talent development, and secure agent management as signs that companies are moving from curiosity to execution. Together, they suggest that success will come from balancing speed with structure, experimentation with governance, and innovation with practical use cases.

In this episode of The Digital Deep Dive, Aaron Conant chats with Wesley Wilson, Head of the US and Canada for The Consumer Goods Forum, and Justin Honaman, Global Head of Worldwide Retail, Restaurants, and Consumer Goods Business Development at Amazon Web Services. They focus on agentic AI and the data challenges shaping retail and consumer goods. Wesley and Justin discuss data readiness, AI governance, talent gaps, and touch on personalization, search, and what comes next for AI adoption.

Resources mentioned in this episode:

Quotable Moments:

  • “The tech is moving faster than most companies can keep up with.”
  • “There is no such thing as a five-year plan anymore.”
  • “Personalization is an excellent example of where AI has really ramped up.”
  • “I think the democratization of the toolkit is the thing.”
  • “Everyone knows it's all about who you know, and that's far more important to business.” 

Action Steps:

  1. Audit and organize your data foundations: Clean, connected, and well-governed data is essential for making generative and agentic AI useful. Without reliable data, even the most advanced tools can produce inaccurate results or deliver limited business value.
  2. Create clear AI governance standards: Establishing guardrails around security, access, and tool usage helps teams experiment without creating unnecessary risk. This also prevents fragmented adoption across departments and keeps AI initiatives aligned with business priorities.
  3. Invest in AI talent and upskilling: Teams need both technical skills and the ability to ask better questions, test tools, and connect AI capabilities to business outcomes. Upskilling employees helps organizations move faster without relying entirely on outside consultants.
  4. Focus AI investments on customer value: Instead of chasing every new tool, companies should identify where AI can improve personalization, search, supply chain, or in-store experiences. A clear value proposition helps teams choose the right use cases and avoid scattered experimentation.
  5. Build flexible systems for what comes next: AI tools, models, and agentic capabilities are evolving quickly, so companies need platforms and processes that can adapt. Avoiding lock-in and maintaining control over data gives organizations more room to pivot as the technology changes.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Powered by Rise25 Podcast Production Company

Gautam kanumuru

Gautam Kanumuru is the Co-founder and CEO of Yogi, a product sentiment analysis platform that enables brands to gain deeper visibility into customer feedback and the voice of the customer. With a background in AI and natural language processing, he played a crucial role in developing Microsoft products, including Cortana and Xbox. Before co-founding Yogi, Gautam was the Vice President of Engineering at Clarke.ai and a Program Manager at Microsoft.

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Here’s a glimpse of what you’ll learn:

  • [01:26] Gautam Kanumuru introduces Yogi and its role as a voice of the consumer platform for brands
  • [04:10] How Amazon reviews functioned historically, with aggregated ratings masking weaker SKUs
  • [06:28] Gautam breaks down why brands use ASIN grouping to support launches and offset underperforming products
  • [08:33] Amazon’s shift to variation-level reviews and the sudden drop in visible ratings and counts
  • [12:45] What Amazon’s shift means for shopper behavior, with clearer product-specific insights driving better decisions
  • [17:28] How more precise review data leads to stronger sentiment analysis and SKU-level insights within Yogi
  • [20:49] Gautam highlights the growing importance of product quality as AI reshapes the marketplace

In this episode…

Shifts in how customer feedback is displayed can reshape the way people shop online. Even small changes in review visibility can influence trust, perception, and purchasing decisions. As platforms prioritize accuracy and transparency, brands are left adjusting in real time. So what happens when the rules around reviews suddenly change?

Gautam Kanumuru, an expert in consumer feedback and product analytics, explains that recent updates are pushing brands toward greater accountability at the individual product level. He notes that separating reviews by variation gives shoppers a clearer picture but also exposes underperforming SKUs that were previously hidden. Gautam emphasizes the importance of closely monitoring product-level sentiment and using that data to inform decisions across marketing, product development, and eCommerce strategies. Brands that actively listen and respond to customer feedback will be better positioned to adapt and grow.

In this episode of The Digital Deep Dive, Aaron Conant sits down with Gautam Kanumuru, Co-founder and CEO of Yogi, to discuss how Amazon’s evolving review system is reshaping consumer behavior and brand strategy. Gautam explores the shift to variation-level reviews, the impact on shopper trust, and the growing need for accurate data. He also touches on AI-driven shopping tools and the increasing importance of product quality in a more transparent marketplace.

Resources mentioned in this episode:

Quotable Moments:

  • “So what we do is we help brands like Chomps, Olly, plenty of other brands essentially get an understanding of what customers are saying across all their touchpoints.”
  • “Now, if there is enough variation between each ASIN, they will change the review count and average rating accordingly.”
  • “And so now this is what makes it seem like you wake up one day and you're like, oh, I lost 200 reviews when in reality you didn't.”
  • “The more accurate that that tagging can be, it makes a huge difference for what you can deduce downstream.”
  • “I think…just making great products and experiences is just going to become more and more important.”

Action Steps:

  1. Audit product reviews at the SKU level: Separating feedback by variation helps uncover hidden issues that aggregated ratings can mask. This ensures teams make decisions based on accurate, product-specific insights rather than blended averages.
  2. Prioritize product quality over review manipulation: As platforms increase transparency, weak products are more easily exposed. Focusing on delivering a strong customer experience builds long-term trust and sustainable growth.
  3. Leverage customer feedback across all channels: Pulling insights from reviews, surveys, and support data provides a more complete view of the customer. This enables smarter decisions across marketing, product development, and eCommerce strategies.
  4. Adjust launch strategies for new products: Without shared reviews, new SKUs may start with little to no social proof. Planning for this shift helps brands set realistic expectations and invest appropriately in early traction.
  5. Embrace AI-driven insights and tools: As AI shopping experiences grow, clean and structured data becomes more valuable. Using these tools effectively can improve conversion rates and help brands stay competitive in evolving marketplaces.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Powered by Rise25 Podcast Production Company

Aaron Conant

Aaron Conant is the Co-founder and Chief Digital Strategist at BWG Connect, a leading platform for executive strategy and networking sessions. He is an eCommerce expert with over a decade of experience in digital commerce, providing advisory services to brands on Amazon sales strategies, retail media, DTC platform selection, and SEO. BWG Connect, in conjunction with BWG Global, has built an exclusive network of over 125,000 senior professionals and hosts over 2,000 virtual and in-person networking events annually. 

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Here’s a glimpse of what you’ll learn:

  • [1:33] Aaron Conant’s perspective on the rapid shifts redefining eCommerce and digital marketing 
  • [6:05] How conversational AI and answer engines are reshaping search behavior
  • [8:50] Why brands must rethink visibility as AI becomes the first point of discovery
  • [12:40] What content looks like in an LLM-driven ecosystem beyond traditional web pages
  • [15:54] How personalization is moving toward fully customized, real-time user experiences
  • [20:58] Why Aaron says staying caught up is no longer realistic in tech-driven roles
  • [26:49] Aaron’s framework for winning: continuous testing, learning, and R&D investment

In this episode…

Digital commerce is evolving at a pace that makes it difficult for even experienced professionals to keep up. New tools promise efficiency, but they often introduce more complexity and uncertainty. As expectations rise and technology shifts, businesses are being pushed to rethink how they operate, market, and grow. So how can companies adapt when the rules seem to change faster than they can respond?

Aaron Conant explains that the current environment is defined by rapid transformation, where AI, changing search behavior, and increasing demands on marketers are reshaping the landscape. As a digital commerce expert with deep experience advising brands, he highlights the importance of understanding emerging trends like conversational search and answer engines, while also emphasizing foundational elements such as clean data and strong content. Aaron suggests that companies focus on continuous testing, invest in learning, and avoid waiting for clarity before taking action. The key is building systems that allow for adaptability rather than chasing perfection.

In this episode of The Digital Deep Dive, Chad Franzen of Rise25 talks with Aaron Conant, Co-founder and Chief Digital Strategist at BWG Connect, about how AI is reshaping eCommerce and digital marketing strategy. Aaron shares insights on the rise of AEO and GEO, the growing role of personalization, and the challenges of AI adoption. He also explores content evolution, data readiness, and why constant testing and learning are critical for staying competitive.

Resources mentioned in this episode:

Quotable Moments:

  • “You’re being asked to do more than you’ve ever done before with newer tools.”
  • “People search completely different now, and it’s more conversational.”
  • “Most brands that I’m interacting with are at what I would call like an efficiency AI stage.”
  • “Everybody that goes to a website can get a personalized experience on almost every page.”
  • “It’s changing faster than we can keep up with it.”

Action Steps:

  1. Invest in understanding AI-driven search behavior: As conversational search replaces traditional keyword searches, brands must adapt how they appear in results. This ensures visibility in emerging channels where consumers are making decisions.
  2. Prioritize clean and structured data: AI systems rely on high-quality data to generate accurate outputs and recommendations. Without it, even the best tools will fail to deliver meaningful results.
  3. Build a culture of continuous testing and learning: Rapid experimentation allows teams to stay ahead in this constantly evolving landscape. It also helps uncover what works before competitors catch up.
  4. Rethink content for both humans and machines: Content must now serve dual purposes — engaging users and feeding AI systems the right information. This improves discoverability and enhances overall performance across platforms.
  5. Explore personalization at a deeper level: Leveraging AI to create tailored user experiences can significantly improve engagement and conversion. It positions brands to meet rising customer expectations for relevance and convenience.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

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Jessyca Dewey is the Founder of The Y Collective, a social-first digital marketing agency focused on CPG brands. With 16-plus years of experience in content and digital marketing, she has worked with brands like L’Oréal, Hasbro, and Califia Farms. Jessyca specializes in aligning social strategy with business goals, helping brands move beyond vanity metrics to drive meaningful engagement and real-world impact, especially in retail.

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Here’s a glimpse of what you’ll learn:

  • [01:20] Jessyca Dewey explains The Y Collective’s role as a social-first agency for CPG brands
  • [04:51] How retail buyers and investors evaluate brands based on their social media presence
  • [06:33] Jessyca explains why follower growth is an outdated metric in today’s algorithm-driven platforms
  • [07:45] The growing emphasis on shares, saves, and sends as clearer signals of audience intent and content impact
  • [11:21] Breaking down the difference between organic and paid social — and what each should accomplish
  • [14:56] Common disconnects between social media audiences and actual target consumers or distribution regions
  • [24:51] Why Jessyca stresses aligning social KPIs with business goals while adapting to constantly evolving platform metrics

In this episode…

Most brands still measure social media success using metrics that are easy to track but not always meaningful. Follower counts, impressions, and ROAS often dominate reports, regardless of whether they reflect real business impact. So how should brands rethink their KPIs to align with actual growth?

As a social-first digital marketing expert working closely with CPG and retail-driven brands, Jessyca Dewey explains that the key is shifting away from vanity metrics toward signals of real engagement and intent. She highlights shares, saves, and watch time as stronger indicators of whether content is resonating and building brand recall, especially in retail environments where attribution is limited. Jessyca also stresses the importance of aligning social KPIs with business realities — like distribution geography and target audience — so efforts actually support sales outcomes. In her view, effective measurement is less about immediate conversion and more about building familiarity that influences purchase decisions over time.

In this episode of The Digital Deep Dive, Aaron Conant talks with Jessyca Dewey, Founder of The Y Collective, to discuss getting social media KPIs right. Jessyca covers why follower growth is outdated, how engagement signals like saves and shares drive impact, and how to align social strategy with retail goals. She also shares insights on organic versus paid social and evolving platform metrics.

Resources mentioned in this episode:

Quotable Moments:

  • “The reach and the followers are no longer connected in a way that they used to be.”
  • “We recommend that our brands focus on shares, saves, and sends because those are mechanisms.”
  • “If the goal is brand awareness, which then eventually, not quickly, drives retail velocity.”
  • “We firmly sit in the belief that social media, specifically organic social media, is not a sales channel.”
  • “Start with what your business objectives are, and then look to translate those into what your social metrics may be.”

Action Steps:

  1. Shift focus from follower growth to engagement signals: Prioritizing metrics like shares, saves, and watch time helps identify content that truly resonates with your audience. These signals indicate intent and memorability, which are more likely to influence purchasing behavior over time.
  2. Align social media KPIs with business objectives: Ensuring your metrics reflect your actual goals — like regional distribution or target demographics — drives more meaningful outcomes. This alignment prevents wasted effort on audiences or activities that don’t impact revenue.
  3. Differentiate between organic and paid social strategies: Treating these channels as distinct allows for clearer measurement and more effective execution. Organic builds brand affinity, while paid drives conversions and keeps audiences moving through the funnel.
  4. Prioritize content that captures attention quickly: Focusing on the first few seconds of content increases the likelihood of higher watch time and algorithmic distribution. Strong hooks improve visibility and ensure your content reaches the right audience more frequently.
  5. Reevaluate and adapt your metrics regularly: Social platforms evolve rapidly, and so should your KPIs. Staying current with new data points — like watch time — helps maintain relevance and optimize performance over time.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

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Dan Brownsher

Dan Brownsher is the Founder, Executive Chairman, and CSO at Channel Key, a full-service channel management marketplace agency. A recognized national thought leader in marketplace retail strategy and emerging eCommerce trends, Dan is a trusted commentator on Amazon and marketplace technologies and is frequently quoted by outlets such as Bloomberg, Forbes, Reuters, MSN.com, and the LA Times. He also co-founded Trend Nation, a top-200 global Amazon private label developer and seller that surpassed $1 billion in merchandise sales and achieved a private equity exit.

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Here’s a glimpse of what you’ll learn:

  • [1:41] Dan Brownsher shares his background and the evolution of Channel Key
  • [3:12] The role of consumer trust and eCommerce adoption in omnichannel growth
  • [7:01] How brands should approach omnichannel strategically
  • [12:08] How Channel Key helps brands identify and prioritize commerce channels
  • [17:10] What the Consumer Electronics Show revealed about agentic commerce and the future of digital transactions
  • [19:18] How brand websites, trust, and AI agents fuel future buyer journeys
  • [28:22] Dan’s top priorities for 2026: channel expansion, LLM indexing, and agentic commerce

In this episode…

As digital commerce scales across marketplaces and AI-driven experiences, brands aren’t deciding if they should sell online — they’re deciding which channels to prioritize, which products belong on each, and how to operate at scale. From Amazon and Walmart to TikTok Shop and emerging agent-led buying journeys, the number of viable paths to purchase is expanding fast. How can brands pursue growth without wasting margin, media spend, or internal resources?

According to national eCommerce thought leader Dan Brownsher, this shift is driven by consumer trust in digital commerce and expanding shopping habits across marketplaces. He advises brands to evaluate channels based on SKU-level profitability, fulfillment constraints, and measurable incrementality rather than solely omnichannel expansion. Dan also recommends narrowing assortment by channel, actively shifting media spend to where returns are provable, and using AI to accelerate analysis and execution — not replace judgment.

In this episode of The Digital Deep Dive, Aaron Conant chats with Dan Brownsher, Founder, Executive Chairman, and CSO at Channel Key, about the future of omnichannel commerce. Dan discusses why consumers are driving marketplace expansion, how brands should manage assortment and media across channels, and what agentic commerce and AI-powered discovery mean for search, trust, and buying behavior.

Resources mentioned in this episode:

Quotable Moments:

  • “Ultimately, what that boils down to my brand is trust. People trust that they consume products on the internet.”
  • “You don’t need to be on every channel. There’s still specific channels that work for brands.”
  • “It’s not just a syndicate and push everything. That ain’t the way. That is not the way.”
  • “Brands are built off of trust with the consumer, and is the trust layer going to be with the agents?”
  • “It takes a long time to earn credibility and trust, but you can lose it really quickly.”

Action Steps:

  1. Audit channel profitability at the SKU level: Understanding margin, fulfillment costs, and media efficiency by product prevents unprofitable omnichannel expansion. This ensures growth decisions are driven by economics, not assumptions or pressure to be everywhere.
  2. Limit channel expansion to where customers already shop: Prioritizing marketplaces based on real customer behavior reduces wasted operational effort. This keeps teams focused on channels that can efficiently scale revenue.
  3. Actively reallocate media spend across marketplaces: Shifting budgets based on incrementality and performance maximizes return on ad spend. It also prevents overspending on channels that no longer deliver profitable growth.
  4. Use AI to increase speed, not replace strategy: Leveraging AI for analysis, forecasting, and content production improves efficiency while preserving human judgment. This allows teams to manage complexity without sacrificing strategic control.
  5. Prepare for agent-driven product discovery now: Optimizing data, content, and indexing for LLMs positions brands for emerging buying behaviors. Early preparation reduces risk as search, trust, and transactions evolve beyond traditional marketplaces.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Max Sinclair

Max Sinclair is the Founder and CEO of Azoma (formerly Ecomtent), which generates AI-powered product content across eCommerce sites. Before founding Azoma, he spent six years at Amazon, where he launched Amazon Business in the UK, Amazon.sg in Singapore, and Amazon Grocery across the EU. Max is also the host of New Frontier: The AI for ecommerce podcast.

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Here’s a glimpse of what you’ll learn:

  • [1:22] Max Sinclair introduces Azoma’s mission in AI-driven brand recommendations
  • [3:19] What is agentic commerce?
  • [5:00] How AI health agents are changing consumer trust, personalization, and buying behavior
  • [9:27] Steps brands should take to prepare for AI recommendations and agent-driven shopping
  • [18:01] The importance of hands-on experimentation for AI learning
  • [24:41] A future-looking view on world AI models and their potential impact on commerce and media

In this episode…

AI is no longer just influencing how people search; it’s starting to decide what they buy. As intelligent agents take on more decision-making, brands are facing a future where visibility depends less on ads and more on recommendations. How should businesses prepare for an environment where AI chooses on behalf of the consumer?

Max Sinclair notes that agentic commerce is already emerging, driven by AI systems that can analyze multiple data points and make personalized decisions for users. As an expert in AI-driven commerce and digital optimization, he emphasizes that brands must optimize for how AI understands, evaluates, and recommends products, not just how humans search. Max advises moving fast, aligning content across channels, and empowering teams to experiment rather than wait for certainty. The brands that act decisively now can leverage AI-driven recommendations effectively.

In this episode of The Digital Deep Dive, Aaron Conant chats with Max Sinclair, Founder and CEO of Azoma, about the rise of agentic commerce and its implications for brands. Max shares how AI agents influence purchasing decisions, what companies must do to stay visible in AI search, and why fast organizational adoption will define the winners in 2026.

Resources mentioned in this episode:

Quotable Moments:

  • “It's not truly agentic because it's not taking multiple independent steps.”
  • “This adoption moves quicker than anyone thinks is even possible.”
  • “What better way to learn than just to jump into it?”
  • “Either you…want to be part of it, or you don't.”
  • “I think we will move in 2026 beyond LM and the large language model.”

Action Steps:

  1. Establish an AI readiness task force: Creating a cross-functional team with executive backing enables faster decision-making and experimentation as AI-driven commerce evolves. This prevents bottlenecks and ensures your brand adapts at the speed of AI adoption.
  2. Optimize content for AI recommendations, not just search engines: AI agents evaluate context, credibility, and narrative consistency across channels. Aligning messaging across product listings, websites, and PR increases the likelihood of being recommended by AI systems.
  3. Empower teams to experiment and learn by doing: Hands-on testing with AI tools builds real understanding faster than training alone. This approach helps teams stay current as AI capabilities and consumer behaviors shift rapidly.
  4. Secure senior leadership buy-in early: Agentic commerce impacts revenue, marketing, and operations, making it a C-level priority. Leadership support ensures resources, authority, and urgency are aligned with the scale of the change.
  5. Act before certainty arrives: Waiting for perfect clarity risks falling behind competitors already adapting. Early action allows brands to learn, iterate, and defend visibility before AI-driven buying behaviors become the default.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Chris Perry

Chris Perry is the Co-founder and Chief Learning Officer at firstmovr, a satellite Center of Excellence (COE) for eCommerce education and change management. He is also an Executive Educator and Keynote Speaker at the Path to Purchase Institute. With over 12 years of experience as an eCommerce leader and executive educator, Chris aims to empower leaders to embrace change with actionable knowledge, strategies, and KPIs.

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Here’s a glimpse of what you’ll learn:

  • [2:11] Chris Perry breaks down the hype versus reality of AI 
  • [6:00] How AI will eliminate, reshape, or hybridize roles rather than boost productivity
  • [10:43] Step zero for AI adoption: experimenting with tools to build comfort and intuition
  • [20:03] Navigating organizational restrictions, security concerns, and uncertainty around AI usage
  • [26:10] The emerging workforce categories created by AI, including displaced, reskilled, fractional, and AI-native roles
  • [33:49] How continuous learning, community conversations, and humility sustain relevance in AI-driven environments

In this episode…

AI has sparked excitement, fear, and confusion across the digital and commerce landscape. Leaders are pushing adoption, teams are unsure of how to respond, and individuals are left wondering what it implies for their careers. How can professionals prepare for an AI-driven future without being left behind?

Commerce and digital transformation leader Chris Perry notes that professionals can manage AI’s impact by taking ownership of their learning. He urges professionals to start by experimenting with AI tools, then applying them to eliminate tedious tasks and elevate strategic thinking. By asking intentional questions, understanding the tools required for the work, and reshaping your role, AI can enhance, rather than replace, your value. 

In this episode of The Digital Deep Dive, Aaron Conant talks with Chris Perry, Co-founder and Chief Learning Officer at firstmovr, about how AI is reshaping work and careers. Chris discusses the hype of AI, practical first steps for adoption, and how professionals can reskill to stay indispensable.

Resources mentioned in this episode:

Quotable Moments:

  • “There is a lot of hype around AI, but also less positive forecasting for what that means for work.”
  • “AI plus human equals Super Mario. Mario plus mushroom equals fire Mario.”
  • “One plus one can equal three. It’s not to totally remove all jobs.”
  • “Don’t then go, ‘oh, the tool stinks.’ No, you stink because you don’t know how to use it.”
  • “Be so good they can’t ignore you. Be indispensable because you’ve figured out how to add immense value.”

Action Steps:

  1. Start using AI tools in low-risk, personal ways: Experimenting with AI outside of work builds comfort and confidence without fear of making mistakes. This hands-on familiarity makes it easier to apply AI effectively in professional settings later.
  2. Learn how to ask better questions with AI: Strong prompts lead to better outputs, making AI far more useful for real work. Developing this skill helps you move beyond surface-level results and unlock meaningful productivity gains.
  3. Identify and automate your most tedious tasks: Removing repetitive, low-value work frees up time for strategic thinking and higher-impact contributions. This shift makes your role more valuable and harder to replace.
  4. Clarify which AI tools are approved at your organization. Understanding which tools you’re allowed to use reduces hesitation and inaction. Clear boundaries empower experimentation while minimizing risk.
  5. Proactively evolve your role with AI in mind: Adapt your responsibilities before change is imposed, putting you in control of your career path. This approach helps ensure AI enhances your impact rather than diminishing it.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

BRINGING TOGETHER INFLUENTIAL EXECUTIVES AND SENIOR PROFESSIONALS

What is BWG Connect?

BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution. BWG has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.
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