For Steve Dennis and Michael LeBlanc's final episode recorded live at the CommerceNext Growth show, they welcome two visionary leaders from Tapestry, the global house of brands that includes Coach and Kate Spade: Pooja Chandiramani, VP Global Media Strategy & Planning, Marketing Analytics, Operations and Transformation, and Avinash Kaushik, Brand Strategy & Marketing Transformation.Pooja and Avinash unpack Tapestry’s ongoing transformation, which embeds analytics as a core pillar of brand growth. For Coach in particular, analytics isn’t just incremental—it’s a complete transformation journey. By using data to generate insights that directly drive business impact, Tapestry ensures marketing investments are accountable, measurable, and tied to outcomes.Avinash, a globally recognized thought leader and author, explains how Tapestry embraces intent-centric marketing to connect authentically with consumers. Moving beyond the outdated “accessible luxury” positioning, the company has shifted toward "expressive luxury"—a modern framework that reflects values-driven, authentic consumer engagement, particularly resonant with younger audiences.The conversation dives into the cultural foundations necessary for analytics to thrive. Avinash emphasizes that “culture is more important than data,” crediting Tapestry’s CEO Joanne Crevoiserat and senior leadership for creating an environment where data can challenge assumptions and guide decisions. This culture enables bold experiments, including measuring the incrementality of brand marketing—one of the toughest questions in retail.Pooja highlights how creative pre-testing has become a critical unlock. By partnering with Human Made Machine, Tapestry tests campaigns with real audiences before investing media spend. This approach ensures that creative—responsible for up to 70% of marketing impact—delivers measurable results in driving brand awareness and incremental sales. It’s a cultural shift, moving from subjective opinions about creative to decisions grounded in data.The episode also explores the role of AI and machine learning in accelerating agility, simplifying decision-making frameworks, and enabling global scalability. Both leaders stress that outcomes-based planning—rather than activity-based planning—keeps Tapestry aligned with its ambitious growth goals. 
About UsJennifer MarloHead of Content, CommerceNextJennifer Marlo drives industry-leading programming at CommerceNext, drawing on experience from Ascendant Network and iMedia Connection, where she spearheaded content strategies to inspire retail, brand and agency marketing leaders. Guided by the belief that “a rising tide lifts all boats,” Jennifer uses in-person and digital platforms to educate and foster industry collaboration.&nbsp;<a href="http://www.stevenpdennis.com/" target="_blank">Steve Dennis</a> is a strategic advisor and keynote speaker focused on growth and innovation, who has also been named one of the world's top retail influencers. He is the bestselling authro of two books:&nbsp;<a href="https://www.amazon.com/Leaders-Leap-Transforming-Company-Disruption/dp/163756029X/ref=zg_bsnr_g_23696029011_sccl_9/147-6797518-2714720?psc=1" target="_blank">Leaders Leap: Transforming Your Company at the Speed of Disruptio</a>n and&nbsp;<a href="http://www.stevenpdennis.com/books" target="_blank">Remarkable Retail: How To Win & Keep Customers in the Age of Disruption.</a>&nbsp;Steve regularly shares his insights in his role as a <a href="https://www.forbes.com/sites/stevendennis/#315b93fd4b70" target="_blank">Forbes senior retail contributor</a> and on social media.Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, top retail influencer, keynote speaker and media entrepreneur.&nbsp; Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, <a href="https://podcasts.apple.com/ca/podcast/remarkable-retail-podcast/id1530627864">Remarkable Retail</a> with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast <a href="https://podcasts.apple.com/ca/podcast/the-voice-of-retail/id1434573070" target="_blank">The Voice of Retail&nbsp;</a>and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, <a href="https://podcasts.apple.com/ca/podcast/the-food-professor/id1512660219" target="_blank">The Food Professor </a>with Dr. Sylvain Charlebois from Dalhousie University in Halifax.

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"Expressive" Luxury Meets Analytics: Tapestry's Pooja Chandiramani and Avinash Kaushik on Marketing Transformation

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