Unlocked with Austin and Elizabeth

Episode 13: Unlocked with Austin & Elizabeth, featuring Susan MacDermid

Building Community and Commerce: The Ascendant Network Journey with Susan MacDermid How do you build a community that transforms careers while shaping an entire industry? Susan MacDermid [https://www.linkedin.com/in/smacdermid/], founder of Ascendant Network [https://ascendantnetwork.com/], reveals the strategic decisions behind creating the retail media industry's most influential professional community and shares hard-won lessons from her journey through digital transformation. From her academic roots studying mass media evolution to launching Digital Ascendant in 2014, Susan discusses spotting the retail media wave early, the art of asking for what you're worth, and why doing work that drives real shareholder value matters more than flashy presentations. On a personal note, Susan continues to fight her personal battle with cancer, and we'd like to share a few notes about this: She is a FIGHTER and loves to hear from the community as we all send love and good energy her way. She is doing as well as can be expected, but wants to remind everyone to take the time to check in on their own health, as well. Her personal message to everyone is this: The American Cancer Society (ACS) research announced colorectal cancer as the top cancer killer [https://urldefense.com/v3/__https://www.foxnews.com/health/colon-cancer-now-deadliest-type-certain-group-americans-study-finds__;!!ACrnZGTLaTbfiA!SuCymMP-fPMpts63zzoK_gMfTmcxXsD6zJYThrUwl52pqw6gbg03L0Tm4OHNtXU4U_l0Vn1znKZtHP_MGMLofjl8PQ$] of adults under 50 and said people should screen for colorectal cancer [https://urldefense.com/v3/__https://category/health/cancer__;!!ACrnZGTLaTbfiA!SuCymMP-fPMpts63zzoK_gMfTmcxXsD6zJYThrUwl52pqw6gbg03L0Tm4OHNtXU4U_l0Vn1znKZtHP_MGMIWY6VldA$] from 45. Recent ACS research revealed a 50% relative increase in diagnoses in adults aged 45 to 49. This surge in early-stage detection is largely attributed to the lowering of the recommended colorectal screening age from 50 to 45. So pls, pls, pls don’t wait until 45, get screened from 40 even if you need to pay for it yourself. ACS research is years behind.  Expert tip: do the pills vs Gatorade for your colonoscopy, it is way better.  Cancer is a bitch so fight. Learn more at Cancer.org [https://www.cancer.org/]! Now tune in to this episode as we explore: (00:00) Susan's health update and resilient mindset (04:04) Academic foundation studying mass media evolution   (05:24) Digital Ascendant origins and leadership development focus (08:08) Early retail media signals from Walmart trials (09:37) How COVID accelerated commerce media adoption (12:30) Building business within business intrapreneurship challenges (17:42) Commerce upfronts event creation and market demand (20:06) Diverse sponsor lineup and buyer requirements (23:45) Driving shareholder value beyond gross margins (25:37) The 100% salary raise negotiation story

Episode 12: Unlocked with Austin & Elizabeth, featuring Sarah Hofstetter

How AI Pioneer Sarah Hofstetter is Unlocking the Future of Marketing Operations Sarah Hofstetter [https://www.linkedin.com/in/sarahhofstetter/], co-founder of 37Arc [https://www.37arc.com/], host of Brave Commerce [https://www.linkedin.com/company/brave-commerce-podcast/], & Board Member of both the Campbell Soup Company & Kenvue reveals how she spotted the e-commerce revolution before COVID hit and why she believes AI will transform work more dramatically than search, social, or even e-commerce ever did. From predicting Walmart's dominance through parking spot analysis to launching an AI-powered solution for marketing operations, Sarah shares candid insights about navigating non-linear careers, the myth of demographic-limited online shopping, and why being exceptionally honest has been both her superpower and kryptonite throughout three decades of riding consumer behavior waves. Tune in to this episode as Austin & Elizabeth explore: (00:00) Sarah's career philosophy on filling your cup (04:57) The Walmart parking lot revelation that predicted e-commerce (08:43) How learning through podcasting became public service (11:37) The 92-year-old grandfather who broke shopping stereotypes (16:08) Introducing 37Arc's AI-powered marketing workflow solution (19:46) Why AI adoption requires overcoming the fear factor (24:05) Career navigation advice for non-linear professional paths (28:04) MMA training as the ultimate workplace survival kit

Episode 11: Unlocked with Austin & Elizabeth, featuring Paul Brenner

In this episode of Unlocked, we dive into one of the hottest questions of 2026: Why has in-store retail media growth stalled despite representing where 85% of purchases actually happen? Paul Brenner [https://www.linkedin.com/in/pabrenner/], SVP, Global Retail Media and Partnerships at In-Store Marketplace [https://www.linkedin.com/company/instoremarketplace/], reveals how organizational silos and inconsistent metrics are holding back the channel that should be driving the most impact for retail media networks. Drawing from proprietary research and real-world client stories, this conversation explores why he thinks that measurement matters less than you think, how one retailer achieved 10x growth through process changes alone, and what it takes to bridge the gap between digital innovation and in-store reality. See the full report here. [https://instoremarketplace.com/resource_post/in-store-media-has-a-measurement-problem-just-not-the-one-you-think/] Tune in to this episode as we explore: (00:00) Why attribution made in-store more compelling than radio (04:09) How COVID accelerated in-store retail media adoption (08:27) The organizational challenge between merchants and RMNs (12:20) Why in-store measurement differs from digital targeting (15:13) Consistent metrics matter more than perfect measurement (17:08) How omnichannel studies drive 10x revenue growth (19:57) Behind the scenes organizational feuds at major retailers (22:22) Moving from 1% to 3% contribution margin expectations (24:01) Why patience beats technology in two-year sales cycles (25:29) The survival kit essential for retail media executives

Episode 10: Unlocked with Austin & Elizabeth, featuring Claire Wyatt

In this episode, Claire shares her journey through retail media, insights on industry growth, and her efforts to build community and standards in the space. Discover her perspectives on AI, career advice, and the future of retail media.

Episode 9: Unlocked with Austin & Elizabeth, featuring Kiri Masters

In this episode of Unlocked, Kiri Masters, a leading voice in retail media, shares her journey from banking to founding an Amazon marketing agency. She discusses the evolution of retail media, the impact of AI on content creation, and the changing landscape of consumer behavior. Kiri emphasizes the importance of storytelling in marketing and the need for collaboration in the retail media space. The conversation also touches on career insights and the value of platforms like LinkedIn for industry professionals.