The Funnel Is Dead: Now What? Conversations with Sephora, SmartCommerce, Liquid Death, and More

In this episode of Adspeak by ADWEEK, host Alison Weissbrot moderates a panel of industry leaders redefining modern commerce. Featuring Jennifer Silverberg (CEO, SmartCommerce), Benoit Vatere (Chief Media Officer, Liquid Death), Tisha Thompson (Founder & CEO, LYS Beauty), Nicole Vinson (VP, Kellanova), Candace Payne (VP Marketing, Sephora), and Beth Tripaldi (Head of Strategy, Argonaut), the discussion explores why the traditional funnel has collapsed. The group unpacks omnichannel strategies, retail media, and data-driven creativity needed to win in a fragmented, fast-moving consumer journey.

What You'll Learn:

• How to Stop Using "Funnel" Language and Start Thinking in Flywheels
• Why Your Upper and Lower Funnel Creative Must Be Strategically Different
• The Identity Resolution Framework to Drive Repeat Purchase in CPG
• How to Leverage Retail Media Partnerships for Consumer Data
• The Relevance-Over-Personalization Principle for Stopping the Scroll
• Why Retailers Becoming Media Companies Changes Everything
• How to Prepare for AI-Driven Commerce Before Agents Reshape Discovery
• The Creativity Moat in an AI-Saturated Data World

About the Guests:

Tisha Thompson is the Founder and CEO of LYS Beauty, a disruptive beauty brand focused on inclusive color ranges and empowering self-expression. Her firsthand experience scaling a DTC beauty brand through viral moments and strategic retail partnerships provides a critical perspective on how modern consumers discover and commit to brands.

Benoit Vatere is the Chief Marketing Officer at Liquid Death, the functional beverage brand known for bold brand-building and unconventional marketing. His expertise spans CPG marketing, brand identity, and navigating the complex balance between upper-funnel brand awareness and lower-funnel retail conversion.

Jennifer Silverberg is the Founder of Smart Commerce, specializing in omnichannel retail strategies and creator commerce. Her deep involvement in platforms like Sephora's Creator Storefronts makes her a leading voice on how brands and retailers are redefining the shopping experience through technology and partnerships.

Nicole Vinson leads Global Marketing Excellence for Kelanova (formerly part of Kellogg Company), bringing enterprise CPG expertise to discussions about data, retail relationships, and the evolving role of marketing in driving business outcomes at scale.

Beth Tripaldi is the Head of Strategy at Argonaut, an independent creative shop. Her background in brand strategy and her focus on the intersection of creativity, data, and consumer insights make her a valuable voice on how to build long-term brand value while driving short-term sales.

Candace Payne is the Vice President of Marketing, Brand and Seasonal Campaigns at Sephora, where she oversees creative strategy and campaign execution for one of the world's leading beauty retailers. Her expertise in content production, creator partnerships, and seasonal marketing provides a retail-side perspective on brand-retailer collaboration.

Guest Resources:

• Tisha Thompson on LinkedIn
• LYS Beauty Website
• Benoit Vatere on LinkedIn
• Liquid Death Website
• Jennifer Silverberg on LinkedIn
• SmartCommerce Website
• Nicole Vinson on LinkedIn
• Kellanova Website
• Beth Tripaldi on LinkedIn
• Argonaut Website
• Candace Payne on LinkedIn
• Sephora Website

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