Brand vs eCommerce: The Debate - New York

Wednesday 7th September 2016, 8:30am - 10:30am
Hotel on Rivington, 107 Rivington Street, New York

At our unique breakfast seminar series, a panel of industry experts will be debating how to effectively invest your time and money across your digital properties and ultimately get the most out of your current resources without becoming distracted by all the various technology components.

New technologies and tools are constantly being thrown at retailers and brands to both produce and measure business growth online, whilst making working practices more efficient. But these can actually become more of a distraction from the real challenge: building and maintaining a loved brand with a great eCommerce experience?

After much insight gathering, we have noticed a recurring issue that online retailers and brands alike are struggling with – the balance of focus between building a brand people love vs. consistently improving eCommerce revenues. If the balance isn’t found before too long, then consumer brands & retailers could easily compromise their brand image and be left with a disconnected customer base.


  • Joseph Adelantar – Vice President of eCommerce & Digital Marketing, Icer Brands
  • Mark Lippmann – Managing Partner & Co-Founder, Deborah Lippmann
  • Scott Lux – Vice President of Digital & eCommerce, John Varvatos

You will notice that our lovely speakers are both practitioners and peers - people who are “doing the job”, just like you. They will suggest and discuss ways in which you can operate truly sustainably online, whilst encouraging audience participation by opening the discussion out to the floor, with Chatham house rules applying.

Who should attend?

  • Brand, Digital, Multichannel, eCommerce & Finance Directors
  • SVP's of eCommerce, Digital, Brand
  • VP's of eCommerce, Digital, Brand & Marketing
  • C-Level Executives
  • Founders, CEO’s & Owners


8:15am Registration

8:30am Breakfast and Networking

9:00am The Brand vs. eCommerce debate – How to perfect the online balancing act

  • Joseph Adelantar – Vice President of eCommerce & Digital Marketing, Icer Brands
  • Mark Lippmann – Managing Partner & Co-Founder, Deborah Lippmann
  • Scott Lux – Vice President of Digital & eCommerce, John Varvatos
  • Moderator: Jamie Hancox – Founder and CEO, Commerce Futures 

Our panelists will be debating the urgent need to balance the focus on building and maintaining a brand, whilst maximizing eCommerce opportunities for growth.

During this session we will cover:

  • Refocusing on the brand story and keeping your advocates loyal
  • How to run eCommerce in the evironment of a retailer with an optimum sized team
  • How best to leverage your technology without it becoming all-consuming

10:00am Panel Session Wrap-up & Close 

10:05am ‘Meet the Panel’ and Networking

10:30am Event Close


Joseph Adelantar

Vice President of eCommerce & Digital Marketing, Icer Brands

Joseph Adelantar is currently the Vice President of eCommerce & Digital Marketing at Icer Brands - a wholesale, distribution and design company. Icer Brands is the official apparel licensor of the NBA and NFL along with owning brands - Brooklyn Cloth, Brooklyn Athletics and The Narrows. Prior to working at Icer Brands, he worked with The New York Times overseeing their eCommerce store strategy.

Joseph started his career in bricks & mortar stores for companies such as J. Crew, Kenneth Cole, Esprit and Lands End. He transitioned into an omnichannel role with a large focus on brand development and eCommerce where his retail store background has given him the foundation to always keep the customer in mind.

Mark Lippmann

Managing Partner & Co-Founder, Deborah Lippmann

Mark Lippmann is a Managing Partner and Co-Founder of the Deborah Lippmann luxury nail lacquer and nail treatment brand. Since the company’s inception in 1999 he has been involved in all areas of the brand’s strategic development and growth, including the launch of the eCommerce platform.

Mark is responsible for creating the brand’s logo, product packaging, in-store displays and has overseen the brand’s digital development, marketing strategy, digital marketing initiatives, along with the subsequent introduction of a mobile platform in 2013.

Scott Lux

Vice President of Digital & eCommerce, John Varvatos

Scott has experience in various aspects of eCommerce, digital strategy, marketing, and analytics from both the brand side and agency perspective. He began his digital career in Seattle - leading product development for Chase Online Banking. From there he moved to the global digital agency Possible where he led digital strategy for Faconnable, Entertainment Weekly, Nordstrom, and REI. After five years with the agency, he moved back to the brand side leading eCommerce & digital strategy for Kiehls, American Express, Morgans Hotel Group, and Diesel. He is currently VP of Digital and eCommerce for John Varvatos.

Your Hosts

Tacit Knowledge

Tacit Knowledge, a Newgistics company, is the digital commerce consultancy that delivers Silicon Valley innovation to retailers around the world. Since 2002, Tacit engineers have worked with nearly every enterprise-class retail technology on the market, implementing packaged applications, building custom software and providing application support, web development, integration and content management for global multichannel retailers. Its flagship product, ncommerce, combines technology from the most trusted and innovative companies in retail technology to deliver a stable, modern, affordable and infinitely scalable platform that’s easy to deploy and manage so retailers can focus their energy on the art of retail. When combined with Newgistics’ fulfilment, parcel delivery and returns management solutions, ncommerce offers a truly end-to-end eCommerce solution, from device to doorstep.

Tacit Knowledge is headquartered in San Francisco with offices in London, New York, Sydney, Mexico and Moldova.

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SAP Hybris

Hybris software, an SAP company, helps businesses around the globe sell more goods, services and digital content through every touch point, channel and device. Hybris delivers Omni-channel commerce solutions: State-of-the-art master data management for commerce and unified commerce processes that give a business a single view of its customers, products and orders, and its customers a single view of the business. Hybris has helped some of the world¹s leading organizations including 3M, ASICS, Bridgestone, EE, Galeries Lafayette, Johnson & Johnson, Levi Strauss & Co, Nestlé, Nespresso, Nikon, Rexel, Samsung Electronics, Ted Baker, Tommy Bahama and W.W. Grainger, to attract, retain, and grow a profitable customer base. Hybris sits at the heart of SAP’s Customer Engagement and Commerce suite of solutions, alongside SAP® Cloud for Sales, SAP Cloud for Service, SAP Cloud for Marketing and SAP Cloud for Social Engagement providing the foundation, framework and business tools to create a holistic customer view across channels, simplify customer engagement and solve complex business problems.

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CyberSource is a payment management company and provides a complete portfolio of services that simplify and automate payment operations. Customers use our CyberSource and Authorize.Net brand solutions to process online payments, streamline fraud management, and simplify payment security. Born during the dawn of eCommerce in 1994, CyberSource was one of the pioneers in online payment and fraud management services for medium and large-sized merchants. In 2007, we acquired the leading U.S. small business payment services provider, Authorize.Net, thus expanding our market footprint to cover businesses ranging from the smallest sole proprietorships to the largest global brands. In 2010 CyberSource was acquired by, and operates as a wholly-owned subsidiary of Visa Inc. Today, over 400,000 businesses worldwide use CyberSource solutions. The company is headquartered in Foster City, California, with offices throughout Asia, Europe, Latin America, the Middle East and Africa, and the United States.

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The Sailthru Customer Retention Cloud helps modern marketers at leading retail and media companies build deeper, longer lasting relationships with their customers. Sailthru personalizes individual customer experiences across digital communication channels – in email, on a brand’s website and in their mobile applications. Sailthru powered 1:1 relationships with consumers help drive higher revenue, improve customer lifetime value and reduce churn for the world’s most innovative publishers, including The Economist, Business Insider, and Mashable, and the world's fastest growing ecommerce companies, including Rent The Runway, JustFab, and Alex and Ani. Founded in 2008, Sailthru is headquartered in NYC.

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Fluid creates experiences and software that transform how people shop - delivering digital solutions that drive conversion, satisfaction and brand loyalty. These results are delivered through Fluid's integrated suite of software solutions and their services team, which is made up of digital shopping experts in user experience, design, and strategy. Founded in 1999 with offices in Oakland and New York, Fluid's customers range from mass-market retailers to luxury goods manufacturers and include top brands such as 1-800-Flowers, Airbnb, Google, Harman Kardon, Keen, Nautica, Target, The North Face, Oakley, PUMA, Reebok, Timberland, and Vans.

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Social Annex

Social Annex delivers a fully integrated advocate marketing and customer loyalty platform. A best-of-breed suite of products including Omnichannel Loyalty, User Generated Content, Visual Commerce, Login Services, Social Sharing and Referrals helps tackle even the most complex acquisition, conversion, and retention challenges. Our platform helps you take charge of your customer’s journey, turning browsers into buyers, buyers into loyal customers, and loyal customers into advocates for your brand.

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Q: Is there a fee for attending the Commerce Futures event?

A: Attending the event is free of charge. However, because we take great care in how we curate the audience, the event is invitation only and you must register in advance to attend. If you have not received an invitation but would like to attend, please register via the website and your place will be confirmed subject to approval.

Q: Can I bring a colleague?

A: Additional places will be subject to availability. Please ask your colleague to register via the website.

Q: Who else will be there?

A: Senior professionals in eCommerce, entrepreneurial brand owners, marketing leaders including directors of digital, brand, strategy and online.

Q: What is the address of the venue?

A: Hotel on Rivington, 107 Rivington Street, New York, NY 10002

Q: Is there a dress code for this event?

A: There is no formal dress code. Please come dressed in comfortable attire e.g. business casual. 

Q: Who is Commerce Futures?

A: Commerce Futures is an independent online community for retail leaders and Commerce professionals. We provide a round up of the latest news and information relating to the key challenges in Commerce today, as well as insights into future trends and technologies that are shaping the online retail landscape. And because we believe it's important to learn from our peers, the regular Commerce Futures event series brings in expert speakers from leading brands to share case studies and industry know-how. 

Since 2012, thousands of professionals have attended our events and engaged with our content. We survey them regularly to understand what problems they are wrestling with now and tailor content to help them solve those concerns.