Behind the Gummies: Strategy, Loyalty & Leadership at OLLY
OLLY‘s presence in-store is powerful. It’s digital strategy? Even more so—and Jennifer Peters is making it all click.
As Director of DTC, Martech, + Digital Compliance at OLLY, Jennifer Peters is helping one of the most recognizable wellness brands deepen its relationship with consumers—both online and off. In this episode, she shares how OLLY is bridging the gap between shelf and screen, redefining loyalty in a retail-first world, and keeping customer empathy at the center of it all.
Jennifer also reflects on her 13 years at Barnes & Noble, how tech is transforming customer feedback into action, and the advice she gives every rising professional looking to build a meaningful, long-term career.
Episode Highlights
- Why DTC is especially challenging for retail-first CPG brands—and how OLLY is making it work.
- What receipt scanning reveals about today’s hybrid shopper.
- Why loyalty means more than points—and who it’s really for.
- What “being where your customer shops” really means in 2025.
- Her advice for building influence and nurturing the next generation of talent.
This episode is packed with practical advice, big-brand insights, and career lessons you’ll actually use.
Links and Resources
Connect with Jennifer Peters on LinkedIn
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