eControl360
Virtual Summit

November 1-5, 2021

A premier event incorporating all disciplines necessary for brands to control sales in the Amazon era

CONTROLLING ONLINE SALES DEMANDS MULTIPLE DISCIPLINES AND DIVERSE EXPERTISE. YOU'LL HEAR FROM THEM ALL AT THE ECONTROL360 VIRTUAL SUMMIT. 

The rapid growth of eCommerce - and online marketplaces in particular - has created a new ecosystem in which brands struggle to control their product sales. Brands face ever-evolving problems at an unprecedented scale including: channel conflict, eCommerce sales disruption, erosion of brand value and quality control issues.

 

The 2021 eControl360 Virtual Summit brings together thought leaders in each of the areas necessary to tackle these challenges. Attendees will learn how technology, data, investigation, law, channel management, pricing, promotions and other disciplines can be integrated to drive innovative approaches for controlling and growing online sales.

WHO SHOULD ATTEND?

  • eCommerce Leaders

  • In-House Attorneys

  • Sales and Marketing Professionals

  • Business Executives

  • MAP Administrators and Brand Protection Professionals

  • Anyone Interested in Obtaining Better Control Over Their Products in the Age of Amazon 

We designed this event so brands and experts can collaborate like never before in hopes of driving new paradigms, models and solutions to this growing problem.
Image 9@2x
Whitney Gibson
Partner and Chair, Vorys eControl

What Attendees Say

Excellent, one of the best run events I've been to.
Wonderful presentations. Very informative. Substantive.
Loved all the panelists. Terrific to hear from professionals who are dealing with exactly the same types of issues that I am.

2021 SPEAKERS

Industry Professionals
  • Sucharita-Kodali (1)-1

    Sucharita Kodali

    Forrester

  • Family Fall 2018-29 (4)

    Cole Braham

    J.M. Smucker

  • Adam Branfman_lores (2)

    Adam Branfman

    Atrium Innovations

  • Adrienne-Hartman-Full-Headshot (2)

    Adrienne Hartman

    J.J. Keller & Associates

  • Lesley (3)

    Lesley Hensell

    Riverbend Consulting

  • Gonder Don (2)

    Don Gonder

    Diva International

  • Brandi PetAg

    Brandi Bobo

    Pet-Ag

  • Kevin-McPherson

    Kevin McPherson

    Otter Products

  • Dave_Wright_SocialMedia (2)

    Dave Wright

    Pattern

  • NinegarNov2020_121 (2)-1

    Charlie Ninegar

    Nixon

  • Chad Summe (2)

    Chad Summe

    eGateway Capital

  • Chris Vincent Chief International Officer Pattern (2)

    Chris Vincent

    Pattern

  • 36cb689e-1a77-45d4-ac37-7c627d68bf56_medium

    Burke White

    Brand3P

  • Butler_Meera_5x7-2 (2)

    Meera Butler

    Vorys eControl

  • 1612211772005 (2)

    George Hatch

    Pattern

  • Gibson_Whitney_4x6 (3)

    Whitney Gibson

    Vorys eControl

  • Devanney_Colleen_printpilot (3)

    Colleen Devanney

    Vorys eControl

  • Garcia_Daren_printpilot (4)

    Daren Garcia

    Vorys eControl

  • Zmuda, Denise 708

    Denise Zmuda

    Vorys eControl

  • Sherman_Adam_printpilot (3)

    Adam Sherman

    Vorys eControl

12:00 P.M. - 1:00 P.M. ET

Digital Commerce Strategies for Brands: Lessons Learned in the Last Year

Sucharita Kodali

Speakers
Sucharita-Kodali (1)-1
Sucharita Kodali
VP, Principal Analyst, Forrester
Description

This session will provide an overview of Forrester’s first ever detailed study of brand manufacturers and their digital commerce strategies, including metrics and attitudes toward direct to consumer selling, marketplaces and their traditional wholesale businesses. The study also goes into depth about the adoption of and benefits related to econtrol and other brand governance solutions.

1:00 P.M. - 2:00 P.M. ET

Data-Driven Decisions: Leveraging Marketplace Insights To Clear a Path towards Greater ROI

Whitney Gibson, Meera Butler

Speakers
Gibson_Whitney_4x6 (3)
Whitney Gibson
Partner & Chair, Vorys eControl
Butler_Meera_5x7-2 (2)
Meera Butler
Director of Data Analytics, Vorys eControl
Description

As eCommerce continually evolves, so do brands’ strategies for controlling the sale of their products on online marketplaces. More than ever before, brands must leverage unique marketplace and seller insights to make data-driven decisions, including where to focus eControl initiatives, which disruptive sellers to target, which tactics to employ, what budgets to invest, and more. Leading brands are using precision enforcement methodologies to drive ROI.

 

In this session, Whitney Gibson, chair of Vorys eControl, and Meera Butler, Vorys eControl lead data analyst, will detail new approaches to online marketplace challenges, present case studies, and introduce Vorys eControl’s newest m360 platform.

12:00 P.M. - 1:00 P.M. ET

Business Practices and Disruptions Limiting eCommerce Success

Brandi Bobo, Kevin McPherson, Blake Finney, Tyler Pensyl. Natalia Steele, Leslie Allen

Speakers
Brandi PetAg
Brandi Bobo
Trade Marketing Manager, PetAg
Kevin-McPherson-BW
Kevin McPherson
Senior Director, Brand Protection & Corporate Counsel, Otter Products
Finney_Blake_printpilot (3)
Blake Finney
Partner, Vorys eControl
Pensyl_T_printpilot (2)
Tyler Pensyl
Partner, Vorys eControl
Steele_Natalia_printpilot (2)
Natalia Steele
Partner, Vorys eControl
Allen_Leslie_printpilot (2)
Leslie Allen
Partner, Vorys eControl
Description

From unchecked liquidation practices, non-compliant distributors, to poorly planned pricing and promotions, many brands face obstacles preventing them from implementing an effective eCommerce strategy.  This panel will discuss these disruptive practices and the steps brands can take to make controlled eCommerce growth a reality.

1:00 P.M. - 2:00 P.M. ET

Lessons Learned from Brands on the Path to Control

Cole Braham, Adrienne Hartman, Don Gonder, Jackie Ford, Colleen Devanney

Speakers
Family Fall 2018-29 (4)
Cole Braham
Senior Corporate Counsel, J.M. Smucker Company
Adrienne-Hartman-Full-Headshot (2)
Adrienne Hartman
Sr. Director of Ecommerce & Campaign Sales, JJ Keller & Associates
Donald Gonder (2)-1
Don Gonder
Vice President of Sales, Diva International
Ford_Jackie_BW
Jackie Ford
Partner, Vorys eControl
Devanney_Colleen_printpilot (3)
Colleen Devanney
Partner, Vorys eControl
Description

All successful online sales programs have one element in common:  Change. Whether it’s changing your sales incentives, realigning relationships with legacy customers, rethinking your promotional strategies, or corralling a sprawling network of sellers, every stage of the online control process requires some level of internal change.  Colleen and Jackie will lead a panel of eCommerce innovators discussing what they‘ve learned from their own organizations about change-resistance;  getting stakeholder buy-in;  tips for tough conversations; and successful strategies for leveraging change management.

2:00 P.M. - 3:00 P.M. ET

Online Marketplace Nuances: What Brands Should Know to Succeed on Amazon, Walmart, and eBay

Burke White, Lesley Hensell, George Hatch, Adam Sherman

Speakers
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Burke White
Co-founder and President, Brand3P
Lesley Hensell (3)
Lesley Hensell
Partner & Co-founder, Riverbend Consulting
1612211772005 (2)
George Hatch
Director of Marketplaces, Pattern
Sherman_Adam_printpilot (3)
Adam Sherman
Partner, Vorys eControl
Description

Success on Online Marketplaces depends on a variety of issues. And each of the major US online marketplaces operates differently. The best practices for promoting your brand and defending it against harmful actors varies depending on the marketplace at issue.

 

In this session, we will discuss the similarities and differences on how these marketplaces operate, as well as key strategies for success on Amazon, eBay, and Walmart. Adam Sherman, of Vorys eControl, will moderate this panel with Amazon expert Lesley Hensell of Riverbend, Walmart.com expert Burke White of Brand3P, and eBay expert George Hatch of Pattern.  

12:00 P.M. - 1:00 P.M. ET

Where to Now? How to Plot and Execute A Roadmap For Control and Growth On International Marketplaces.

Adam Branfman, Lara Jelowicki, Jessica Cunning, Daren Garcia

Speakers
Adam-Branfman-BW
Adam Branfman
Senior Director, Global eCommerce, Atrium Innovations
Lara Jelowicki
Lara Jelowicki
International Director, Pattern
Cunning Knopp_Jessica_printpilot (2)
Jessica Cunning
Partner, Vorys eControl
Garcia_Daren_printpilot (4)
Daren Garcia
Partner, Vorys eControl
Description
Companies are beginning to get a firmer grasp on how best to approach domestic marketplaces, but many are confused, overwhelmed and uncertain about whether, where and how they should expand their brand’s presence on international marketplaces. The reality is that international marketplaces present massive revenue and growth opportunities for brands in today’s market and cannot be ignored – indeed, your brand’s products are likely already there. Today’s brands need viable, scalable strategies for evaluating opportunities, reaching retail readiness, implementing control programs and fully optimizing sales performance across multiple different marketplaces in multiple different countries and regions around the world. In this discussion, Daren Garcia and Jessica Cunning of Vorys eControl and eControl Global, together with Lara Jelowicki, International Director at Pattern and Adam Branfman, Senior Director of Global eCommerce at Atrium Innovations, will present a modular framework for brands around how best to understand, evaluate, approach and succeed on international marketplaces, including those in Europe, Asia, Australia, Canada and Latin America.
1:00 P.M. - 3:00 P.M. ET

eControl Solutions in Major International eCommerce Markets: A Deeper Dive

Nicola Hollow, Kevin Lamb, Lara Jelowicki, Jessica Cunning, Daren Garcia

Speakers
Nicola (2)
Nicola Hollow
General Manager Europe, Pattern
Lara Jelowicki
Lara Jelowicki
International Director, Pattern
Cunning Knopp_Jessica_printpilot (2)
Jessica Cunning
Partner, Vorys eControl
Garcia_Daren_printpilot (4)
Daren Garcia
Partner, Vorys eControl
Kevin Lamb (2)
Kevin Lamb
Marketplace Manager, Pattern
Description

In this session, we will devote 30 minute segments to exploring the individual components of eControl solutions in key international eCommerce markets, including Canada, Europe, China and Australia. We will review the commercial and legal landscape that your strategies must account for to drive profitable online sales growth in each region.

12:00 P.M. - 1:15 P.M. ET

Legal Pitfalls in Distribution Management and Brand Protection: What In-House Counsel Should Know

Kara Mundy, Herb Hedden, Laura Erdman, Emma Morehart

Speakers
Mundy_Singleton_Kara_printpilot (2)
Kara Mundy
Associate, Vorys eControl
Hedden_Herb_printpilot (2)
Herb Hedden
Partner, Vorys eControl
Erdman_Laura_printpilot (2)
Laura Erdman
Associate, Vorys eControl
Morehart_Emma_printpilot (2)
Emma Morehart
Associate, Vorys eControl
1:15 P.M. - 2:00 P.M. ET

When Brands Become Retailers: Ensuring Legal Compliance in D2C Sales Channels

John Landolfi

Speakers
Landolfi_J_printpilot (2)
John Landolfi
Partner, Vorys eControl
Description

The rise of eCommerce has highlighted the many benefits of direct-to-consumer (D2C) ecommerce sales channels and their potential to drive growth, prompting many brands to launch a D2C channel or reimagine how existing D2C channels fit into their overall go-to-market strategy.  While D2C channels often present low barriers to entry, they also bring a host of legal compliance issues in the areas of advertising, marketing, data privacy, retail website operations, and consumer protection.  John Landolfi, the leader of Vorys’ Consumer Products and Retail practice group, will share insights on the latest legal issues related to D2C sales and practical guidance on how brands can effectively manage legal risk while taking advantage of the unprecedented growth opportunities that are available when brands become retailers.  

12:00 P.M. - 1:00 P.M. ET

Kickstarting Revenue Growth Through Marketplace Control

Dave Wright

Speakers
Dave_Wright_SocialMedia (2)
Dave Wright
CEO, Pattern
Description
As online marketplaces continue to grow, companies are looking to drive optimum, profitable growth through these channels. Yet challenging dynamics such as upstart competitors, unauthorized sellers, and internal resource constraints can hamper growth efforts. In this session, we’ll evaluate the foundational ecommerce growth equation: Revenue = Traffic x Conversion x Price. We will then demonstrate why control is fundamental to your success across each of the variables in the acceleration equation. Join Dave Wright, CEO of Pattern, as we explore explain how a brand’s ability to control its online sales will help to drive growth and, conversely, how a lack of control will harm your brand’s performance and competitive positioning for the long term. We will also discuss how to critically analyze your brand’s marketplace presence and what levers can be pulled to optimize metrics that present the greatest opportunities for profitable growth.
1:00 P.M. - 2:00 P.M. ET

The Future of eCommerce and How You Can Help Your Brand Prepare

Denise Zmuda, Chad Summe, Charlie Ninegar

Speakers
Zmuda, Denise 708
Denise Zmuda
Chief Strategy & Client Success Officer, Vorys eControl
Chad Summe (2)
Chad Summe
Managing Partner, Co-founder, eGateway Capital
NinegarNov2020_121 (2)-1
Charlie Ninegar
VP of Sales, Nixon
Description

If you knew everything about tomorrow, what would you do differently today? Consumer demand for a frictionless, personalized shopping experience, same day delivery, and product quality will require brands to tightly integrate supply chain, marketing, sales channels, data insights, and technology to execute. This session will focus on predictions associated with the convergence of physical and digital channels and the need for brand control to drive the ultimate consumer experience. Expert panelists will share their perspectives on the implications of all of this for brands today, and what you, as sales control evangelists, can do to help your company to think differently, prepare, and execute.

CLE pending for Ohio, New York & California

Complete the form to register for the eControl360 Virtual Summit.