Orchestrating Media Strategies: Lessons from Leading eCommerce Minds
Review eCommerce Webcast April 2025
If there’s one takeaway from the inaugural eCommerce Masterminds Webcast, it’s this: E-commerce today is less about algorithms and more about alignment. Alignment of brand, tech, customer experience, and above all, purpose.
I had the pleasure of assisting with the production of this first session, led by Freja Eilertzen—experience marketer, social media manager, and content specialist, who served as the executive producer. The session was hosted by Thomas Wilson of Channable, who moderated a conversation with two of Denmark’s most respected voices in e-commerce: Christina Elmark, Head of E-commerce at the Brand Leadership Community, and Peter Boris Kreilgaard, Director at coop.dk.
We are also grateful to our webcast partner, TwentyThree, where we filmed the episode with the generous support of Theis Nielsen and Mickal Vist Sanneh. Their professionalism and technical expertise were instrumental in bringing the session to life.
Redefining the E-commerce Value Chain with AI
Peter didn’t hesitate when asked about the biggest learning from the past 12 months: AI. He emphasized that AI’s influence extends across the value chain—from logistics to customer service—and warned that the window for passive observation is closing fast.
“AI evolves in warp speed,” he noted. “If you’re not integrating it into your operations now, you may be outpaced before you even begin.”
While many companies are still strategizing their first AI steps, Peter suggested that true leaders are already embedding AI as part of their organizational DNA.
Post-COVID E-commerce: From Boom to Balancing Act
Christina, steering clear of the AI narrative, brought in a critical post-pandemic perspective. The COVID-era e-commerce boom led many brands to invest heavily in digital infrastructure. But the return to physical stores caused a slowdown, and many brands are now retreating or folding.
“The e-commerce boom didn’t last,” she observed. “Now it’s about protecting the investments made and learning how to optimize, not overextend.”
That reality check was important—and sparked important reflections around the need for sustainability, long-term thinking, and viewing e-commerce as a craft, not just a channel.
Brand vs. Performance: The False Dichotomy
Another standout moment came when we addressed the tension between brand-building and performance marketing. Peter argued that it’s a strategic mistake to separate them—or worse, to set them in opposition.
“Performance without brand leads to diminishing returns. Brand without performance leaves money on the table. The smartest companies invest in both—strategically.”
This view aligns with what I hear consistently from marketing leaders across our community. In an age of rising acquisition costs and shrinking attention spans, strategic alignment across the funnel isn’t optional—it’s foundational.
Creating the Wow Factor in Customer Experience
The session wrapped with a surprisingly human thread: the power of personal attention. Christina and Peter shared stories about moments they were truly “wowed” as customers—none of which involved complex automation or flashy tech.
Instead, these moments came from handwritten notes, a well-timed message, or a thoughtful concierge. Christina said it best: “The new currency is attention.”
When brands genuinely listen and engage—not just through data but through human interaction—they build advocates, not just customers.
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Final Reflections
Supporting the production of this webcast was more than an opportunity to hear from two brilliant practitioners—it was a chance to surface the real conversations that our community needs to have. E-commerce is evolving fast, and the next chapter won’t be won on tech alone. It will be shaped by leadership, strategic clarity, and an unwavering focus on people.
The Brand Leadership Community kicked off this new webcast series with something deeper than industry insights—we sparked a conversation that I believe will ripple through our events, forums, and collaborations to come.
And if this was just the beginning, I can’t wait for what’s next.
Interested in future BLC webcasts and events? Follow the Brand Leadership Community on LinkedIn for updates, or explore joining one of our mastermind groups to engage more deeply with these conversations.
Thomas Wilson
Peter Boris Krielgaard
Brand Leadership Community
Christina Elmark
