In this episode, a lift from my Global eCommerce Leaders #podcast presented by StreamCommerce, meet the force of nature that is Jenna Flateman Posner, just two months into her new gig with innovative home products brand, wholesaler and direct-to-consumer retailer Solo Brands. We cover a lot of ground in this interview, not unlike what Jenna did as a University athlete and member of the USA Women's Sevens rugby team.
In this episode, a lift from my Global eCommerce Leaders #podcast presented by StreamCommerce, meet the force of nature that is Jenna Flateman Posner, just two months into her new gig with innovative home products brand, wholesaler and direct-to-consumer retailer Solo Brands. We cover a lot of ground in this interview, not unlike what Jenna did as a University athlete and member of the USA Women's Sevens rugby team. If you want to learn more about cross-border commerce, check out the Global eCommerce Leaders Forum on February 22 in L.A. Details and links are in the show notes.
Hear more about how Solo Brands has dedicated country sites and distribution in Canada and Europe.. Learn how Jenna prioritized technology investment with a mind to global reach and presence.
Thanks to Stream Commerce for their support in making this episode happen.
Learn more about GELF L.A. 2024
About Jenna
As the Chief Digital Officer at Solo Brands, I lead the strategy and execution of digital initiatives across our portfolio of direct-to-consumer brands. With over 15 years of experience in the retail and technology, I have a track record of driving growth, innovation, and customer loyalty through digital channels and platforms.
My core competencies include tech strategy, innovation, customer relationship management, online marketing, and strategic partnerships. I leverage my entrepreneurial mindset and industry expertise to identify and capitalize on emerging opportunities, optimize operational efficiency, and foster cross-functional collaboration. My mission is to deliver exceptional digital experiences that enhance the value proposition and competitive advantage of Solo Brands and its partners.
About Michael
Michael LeBlanc is the Founder & President of M.E. LeBlanc & Company Inc and a Senior Advisor to Retail Council of Canada as part of his advisory and consulting practice. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience, and has been on the front lines of retail industry change for his entire career. Michael is the producer and host of a network of leading podcasts including Canada's top retail industry podcast, The Voice of Retail, plus Global eCommerce Leaders podcast, and The Food Professor with Dr. Sylvain Charlebois. You can learn more about Michael here or on LinkedIn.
Be sure and check out Michael's latest venture for fun and influencer riches - Last Request Barbecue, his YouTube BBQ cooking channel!
Michael LeBlanc 00:04
Welcome to The Voice of Retail podcast. My name is Michael LeBlanc, and I am your host. This podcast is produced in conjunction with Retail Council of Canada.
In this episode, a lift from my Global eCommerce Leaders podcast presented by StreamCommerce, meet the force of nature that is Jenna Flateman Posner, just two months into her new gig with innovative home products brand, wholesaler and direct-to-consumer retailer Solo Brands. We cover a lot of ground in this interview, not unlike what Jenna did as a university athlete and member of the USA Women's Sevens rugby team.
Michael LeBlanc 00:35
If you want to learn more about cross border commerce, check out the Global E-Commerce Leaders Forum on February 22nd in LA, great conference, details and links are in the show notes. Let's listen in now.
Michael LeBlanc 00:49
Jenna, welcome to the Global eCommerce Leaders podcast at GELF. You are a force of nature. I see you everywhere doing a lot of super interesting stuff. It's not the first time we've been on the mic together. You joined me on the mic with I think it was with Scott Silverman on Conversations with CommerceNext, but first time here, and the first time live together on the mic. So, introduce yourself, who are you and-, and what do you do for a living?
Michael LeBlanc 01:13
Now I know a bit about your background, you-, you're an award-winning athlete. You also have a real bent for digital. Where did that start, where did that come from? Where was the intersection of-, of that, did you-, when you when you were growing up, being an athlete takes a lot of time, but did you did you always love digital, did you imagine yourself here today speaking with me on behalf of a brand like Solo like, talk about that for a bit?
Jenna Flateman Posner 01:13
Yeah, thanks so much for having me. I'm Jenna Flateman Posner, I'm the Chief Digital Officer of Solo Brands. I've been on the job for roughly three months now. So, still kind of getting my-, my legs underneath me here, but prior to being at Solo, I was with snipes for about four years helping to bring snipers to the US market and having a blast. So, I'm excited for this next phase.
Jenna Flateman Posner 01:36
Yeah, it's a-, it's a fun question. I will say it was a big video game nerd. Only child, lots of video game playing. So, I was always kind of into technology. I had a knack for taking things apart. Not always putting them back together. Sometimes I was successful with that.
Michael LeBlanc 02:14
Like today, I suppose.
Jenna Flateman Posner 02:15
Yeah, exactly. Right. Um, so yeah, it was-, it was definitely I was very inquisitive, and I wasn't intimidated by things. I didn't know our technology and so none of that really surprises me when I look back then to see kind of where I've had it now, but my foray into digital really happened when I was part of a failing startup in New York City. Probably like, about, I don't know, 2010 and my now wife, I got an offer to go back down to Philly and so I kind of started, like-, connecting with my contacts to see what was going on.
Michael LeBlanc 02:46
Where are you born, where are you from? Are you from-
Jenna Flateman Posner 02:48
I was in New York for about a decade after college,
Michael LeBlanc 02:51
Okay.
Jenna Flateman Posner 02:51
But I'm from all over New England.
Michael LeBlanc 02:53
New England, okay.
Jenna Flateman Posner 02:54
And-, and I ended up having a former client that told me they had just heard about this really cool new mobile payment thing. This is like 2010, right mobile payment, like wasn't a thing yet and so I interviewed for a role with Level Up, which was eventually acquired by GrubHub and I got to come down to Philly and open up the first remote office and like, sell, you know, mobile payment to local retailers and it was a lot of fun. It gave me a lot of confidence that I could be, you know, in the center of like bleeding edge emerging tech, and that I was really into it, and really inspired by it and it's just a really fun story to tell and if you can be selling technology that's going to help people do their jobs more effectively, or more efficiently, or save money or time. For me, it was really rewarding. And that's kind of how I got in, and I just never looked back, I just kept leaning into, you know, I became a startup junkie on the retail tech side for a long time and then found my way to retail.
Michael LeBlanc 03:47
You and I were talking last night, we had dinner with the with the GELF folks about the role of failure in our lives and what you learned as an athlete and I think you said failure I was with a startup that failed, but I think it's a particular thing that we should talk about for a few minutes that in your DNA, that failure is a learning experience, where I think sometimes failure for people becomes, you know, kind of depressing, and they kind of go away from. You-, I don't want to say you run towards failure, but you're certainly not I mean, your-, your-, your perspective and your personality and your professional life as well is okay, it's okay if we fail as long as we learn, is that is that a fair summary?
Jenna Flateman Posner 04:26
Absolutely and I think what it really allows for is-, is just confidence to keep pushing forward and keep-, keep pace. I think that you know, if there if there isn't a fear of failure, but an acknowledgement that it's a really great opportunity to learn, then you kind of have this like unbridled opportunity to just go and test and learn and thrive and it's, it's I think it's been a really big-, a really big theme and in my success as a digital leader, and it gives my team the confidence to push the boundaries as well and we often pause and take a lot of time to retro and take a look back to say, okay, how did that go, was it good, was it bad, what could we have done differently and it's, it's not too dissimilar from watching game tape, right, like it's like okay, did we win the game, did we lose. It kind of doesn't really matter. It's all about retro-ing and learning from you know, the experience and so sometimes the outcome is failure and sometimes its success and either way it's-, it's a great opportunity to do better the next time.
Michael LeBlanc 05:24
I heard someone describe it as a big unlock in your career strategy, right, the-, the acceptance of failure and learning from failure anyway.
Jenna Flateman Posner 05:31
Yeah.
Michael LeBlanc 05:32
Fascinating. So let's talk, what's Solo all about? So, I know one part of Solo pretty well, the-, but you tell me all the different moving parts and why you're excited about the company?
Jenna Flateman Posner 05:43
Yeah, so we're-, we're a publicly traded portfolio brand, outdoor lifestyle brand, Solo Brand's own Solo Stove, which is the most widely sold smokeless fire pit on the market. Really, really cool product, I actually bought it during the pandemic. So, I was a consumer before taking the role which is kind of cool. We also own Chubbies, which is a men's swimwear and lifestyle apparel company wearing head to toe Chubbies as, by the way.
Michael LeBlanc 06:08
Very fashionable.
Jenna Flateman Posner 06:10
And we own a number of other brands. So Oru Kayaks, think the origami of kayaks, folds up, it's 20 pounds you can throw it over your shoulder, put it in the back of your car.
Michael LeBlanc 06:17
Origami of Kayaks, I love that.
Jenna Flateman Posner 06:19
You can fold it up, it's pretty cool and also ISLE, which is an inflatable paddleboard company. We own Terra Flame, which I think is compressed concrete fireballs so kind of bringing fire inside. The fuel is actually an ethanol gel that you can cook with and yeah, super safe and easy to use indoors which is nice. Gets us in the house, which is a kind of exciting path on our journey.
Michael LeBlanc 06:42
And lots of I see lots of product information-
Jenna Flateman Posner 06:44
Yeah.
Michael LeBlanc 06:45
Lots of product innovation coming out of the Solo, the stove there's like a little mini unit and I think you got a pizza.
Jenna Flateman Posner 06:51
It's called the Mesa.
Michael LeBlanc 06:52
Their Mesa, and there's a Mesa 2 now isn't there.
Jenna Flateman Posner 06:55
Mesa XL, actually.
Michael LeBlanc 06:57
So, I know this. I know this because there's a Canadian, I'm-, as you know, Canadian, and I signed up for Solo-, I think it's '.ca' and it seems like there's a whole other domain or existing part of Solo that is in Canada. Which brings us to why you're here today. We're here at an international global conference. So, what-, is that what brings-, what brings you here today-, you-, helping them go global, they're already global, earn more, what are you doing here?
Jenna Flateman Posner 07:23
Yeah, so-, so we are global. We do have digital practices in Australia, Canada, and in Europe. They're relatively new, and they're not a huge percentage of the business as a percentage total and so I think there's a really huge opportunity there.
Michael LeBlanc 07:37
Are you-, are you both wholesale and DTC or are you DTC exclusive or what's that-, one of them?
Jenna Flateman Posner 07:43
We're direct-to-consumer, we do have a 3PL in Australia, we've got a distribution center that we manage in Canada and a distribution center in Rotterdam that services Europe. Again, very new in those markets, very new in those wholesale distribution models as well.
Michael LeBlanc 07:57
Right. So, I may or may not find you in another retailer, like, REI, or whatever.
Jenna Flateman Posner 08:02
Yes, for example, here in the US, you know, you can find us in Walmart, Dick's Sporting Goods.
Michael LeBlanc 08:08
Okay.
Jenna Flateman Posner 08:08
Kohl's, REI.
Michael LeBlanc 08:10
REI, as it happens,
Jenna Flateman Posner 08:12
Nailed it.
Michael LeBlanc 08:13
So, what-, what are you doing here and what do you share on the stage and what are you here t
Jenna Flateman Posner 08:18
Yeah, it's funny, you know, my-, again, three months into this role, it didn't give me a lot of time to really analyze the business and come-, come with perspective, but I was able to see very clearly not just from rewatching earnings calls and seeing my CEOs perspective to the market, but-, but also in looking at the opportunity from a tech infrastructure perspective, where I saw the most upside, and I think, you know, there are kind of three key pillars that I've really been leaning into and one of them is international expansion.
Jenna Flateman Posner 08:43
I think, from an architectural perspective, we have a lot of work to do to make sure that we're creating digital experiences internationally that-, that can stand up to what we do here domestically in the US and so we need to really invest in those markets. So, number one, international expansion, lots of upside, lots of low hanging fruit, really, really excited about that also, when you look at our product, it's like the most sleek German design on the planet. If that thing can’t thrive in Germany, I don't know what can, so.
Michael LeBlanc 09:08
Yeah.
Jenna Flateman Posner 09:08
So-, so that's high on the list. I would say number two is, you know, since 2021, we went public, we acquired a bunch of other brands and I have a history of doing this with SNIPES, went through four acquisitions and a big part of those acquisitions was focused on merging the equity, authority and value of those acquisitions back into the mothership and so taking a look with that, that perspective, that playbook at these acquisitions to understand how do we, how do we drive value across the brands, right, we didn't just acquire a product or people or facilities, but we acquired a ton of customer data and so there's a really cool opportunity from a data governance perspective to really put that data back to work and I think that's number two on the list.
Jenna Flateman Posner 09:48
And number three is really about omni-channel execution. So okay, we've got this really great thriving direct-to-consumer business. We have this budding wholesale distribution channel that's-, that's really growing, and I think that historically, businesses really allow those two channels to operate independently and coming from an omni-channel business. You know, SNIPES had 308 stores, we were very woven in, buy-online, pick up in-store exposing inventory. I mean, there's such a cool opportunity to leverage-
Michael LeBlanc 10:19
And philosophically from knowing talking with you and the SNIPES organization. It was-, it was less about, you know, cannibalization and channel shift and all this and it was more about what kind of share of customer do we get in a trading area, regardless how we get it.
Jenna Flateman Posner 10:34
Yeah, and it's just meeting the customer's expectations exactly where they are and sometimes, they want to touch it and feel it before they buy it. Sometimes they want it shipped directly to their home, sometimes they want it same-day, next-day. I mean, so I still think even though we're a direct-to-consumer brand, we still have an obligation to the consumers' expectations and so I really want to blur the lines between those two channels.
Michael LeBlanc 10:52
Interesting.
Jenna Flateman Posner 10:53
And yeah, it'd be hard, but I'm bullish, I'm excited and inspired by what I am doing for the business.
Michael LeBlanc 10:58
That's fantastic. You know, I have this, you know, it's, I've used Solo as an example, you know, during COVID. There's what I call the Great buy forward, right? So, we all bought a lot of stuff, particularly outdoor stuff and when I talked to retailers, they say, well, listen, sales, people don't need that stuff anymore and I go to back-, my background at Black and Decker and we always just say, look, listen, these drills are gonna last 50 years. So if we're gonna get somebody to put aside a working drill, there better be some cool innovation and it feels like that's the ethos of your organization and would you agree that, you know, you can, it's gonna take innovation from vendors and smart manufacturers and retailers, like yourself to get people off the bench, so to speak, and start shopping again, for outdoor commodities?
Jenna Flateman Posner 11:42
Yeah, I definitely think so. I mean, look, the, the benefit of our product is that our focus is creating good moments and lasting memories, right, you kind of can't argue the benefit or value of finding a place to convene around a fire in the middle fall, right, it's beautiful and I think from a product innovation standpoint, we've done an excellent job, to not just create accessories that bring more value, or more experience, whether it's adding a cooking experience to the stove, or creating ways to, you know, kind of capture and manage your heat or protect a dog or a loved one from leaning up against it, right. So, we've done a really great job extending accessories off of the stove, but we've also done a good job of thinking about how do we bring fire to other experiences, right, we have a new Mesa Torch that just came out. So, we're like rivaling the tiki.
Michael LeBlanc 12:25
I was gonna say, get rid of those tiki torches.
Jenna Flateman Posner 12:28
Yeah, get out of here.
Michael LeBlanc 12:31
Last question for you, advice to the listeners. You know whether it's global or whether it's your role of Chief Digital Officer, if you had to share a couple of pieces of advice with the listeners, or that would help them thrive, what would they be? We talked early on about learning from your failures, but as we stare into the potential abyss that is 2024, the greatness that is 2024 how-, you know, what's your advice?
Jenna Flateman Posner 12:52
I think there's a I think there's a few things and these might seem a little generic or broad, but I'm just saying this to remind myself publicly, right and I'll remind everyone who's listening and I have the benefit of actually having to do this being in a new role because I'm thinking things for the first time in this role and what I've realized is that we've all had a lot of success. We've come off the past two to three years, with tons of success, right, like digital has been on fire, and it's been so great, and we've been very, I think, complacent in how we've been managing and running our businesses and it's because of the success, right?
Jenna Flateman Posner 13:23
It's like, well, if we're not having a problem, just keep doing what we're doing, right and so now we're getting to a point where, you know, the market is showing that things are normalizing and we're really finding out where the rubber meets the road and people have to really start driving innovation and opportunity within their digital practices and so the advice I would give is, go read Adam Grant's book, Think Again, right, remind yourself that you really need to force yourself to evaluate your comfort. If you're comfortable, don't be right, re-evaluate. Look at how you're doing things remeasure dive back in and really make sure that your current practices are the ones that are best for your business and, you know, for me coming into the stove, it's, I have to look into everything, because it's all the first time for me.
Jenna Flateman Posner 14:07
So, I've had some, some fun quick wins to say, oh, man, here's some efficiencies we could create. Let's go, right, but all of you, all digital retailers have the ability to look back and rethink their processes, their technologies, their implementations, you know, we-, we just came off like a two-to-three-year sprint of crazy innovation and requirements and not everything was done perfectly. I think everyone can agree with that and so look back, make it perfect and go-, go look at that again.
Jenna Flateman Posner 14:35
I would also say that another broad sweeping statement is, I found in my time here as a retailer, which you know, was-, is pretty new. I mean, I was snipes for four years, but prior to that I was on the retail tech side. I sold tech for a long time and so I got to sell tech to people like me now and being able to see it from both sides. I wish there were more executives that would lean into their vendor relationships and really not just sign a contract and tell their team to tell them once they're profitable or paybacks complete, but really lean in and learn about the tech understand its implication on your infrastructure and be willing to tell those good productive stories and market help your vendors be awesome and build your own brand and the process. It allows you to elevate yourselves as digital innovators. It allows you to gain access to really great talent, and, you know, get invited to come to dope podcasts like this one.
Michael LeBlanc 15:28
I had a CIO I worked for, and he used to have the vendors come in and read pitch after a couple of years.
Jenna Flateman Posner 15:32
Yeah.
Michael LeBlanc 15:33
Because he was-, they would sit with the team and the team would go, you-, your tech does that, we were busy installing X, Y and I had no idea your tech did that. We were just about to do an RFP anyway.
Jenna Flateman Posner 15:42
Yeah.
Michael LeBlanc 15:42
And thanks-, and thanks for the dope podcast stuff.
Jenna Flateman Posner 15:45
Of course.
Michael LeBlanc 15:45
How do people get in touch with you-, are you a LinkedIn person?
Jenna Flateman Posner 15:47
Yeah, LinkedIn is a great place.
Michael LeBlanc 15:49
All right. We'll connect with you. Last-last question. Did you get a selfie with Dan Levy at the Salesforce thing?
Jenna Flateman Posner 15:54
I was unsuccessful and it was tragic.
Michael LeBlanc 15:56
I got-. I was at a restaurant last month and he walked by.
Jenna Flateman Posner 16:00
Come on.
Michael LeBlanc 16:00
Yeah. So, it was a big moment.
Jenna Flateman Posner 16:02
You'll have to send me that selfie.
Michael LeBlanc 16:04
I am a huge fan of his dad.
Jenna Flateman Posner 16:06
The whole family is amazing, honestly. Yeah, of course.
Michael LeBlanc 16:09
Oh, Canada. Well, listen. Thanks for sitting down with me on the mic. Here in the Stream Commerce podcast studio in New York. It's great to chat with you on the mic and then let's stay connected.
Jenna Flateman Posner 16:18
Love it.
Michael LeBlanc 16:19
Alright.
Jenna Flateman Posner 16:19
Sounds great, thanks for having me.
Michael LeBlanc 16:22
Thanks for tuning into this episode of The Voice of Retail. If you haven't already, follow us on your favorite podcast platform so new episodes will end automatically each week and be sure to check out my other retail industry media properties, Remarkable Retail podcast with Steve Dennis, and the Global eCommerce Leaders podcast.
I'm your host Michael LeBlanc, senior retail advisor, keynote speaker and Rethink Retail 2023 Global Top Retail Influencer. If you want more information, content or to chat, follow me on LinkedIn.
Safe travels everyone.
SUMMARY KEYWORDS
podcast, digital, retail, brand, solo, failure, retailer, leaning, market, acquisitions, perspective, opportunity, vendors, consumer, business, athlete, tech, global, Canada, learn