Vivian Chang is a growth and e-commerce leader with more than 20 years of experience building and scaling consumer brands. She currently serves as Vice President of E-commerce at GNC, where she leads the company's e-commerce P&L and growth strategy. Previously, she held senior leadership roles at Clorox and Plated, driving digital transformation, customer acquisition, and direct-to-consumer growth. An Adweek 50 honoree and frequent speaker at CommerceNext, NRF, and Adweek, Vivian is recognized for her expertise in AI, digital commerce, marketing innovation, and building high-performing teams.

summary In this episode, Chris Parsons interviews Vivian from GNC, exploring her diverse background in e-commerce, CPG, and digital marketing. They discuss the impact of AI, data foundations, and practical steps for digital transformation in retail and consumer brands.

keywords E-commerce, AI, digital marketing, retail innovation, data strategy, consumer experience, GNC, CPG, logistics tools, loyalty programs

key topics

• Vivian's diverse background in e-commerce and CPG
• The role of AI in retail and marketing
• Importance of data foundations and technology stack
• Practical steps for digital transformation
• Innovative tools in logistics and customer engagement

takeaways

• AI supercharges foundational tools like CRM and logistics systems.
• Reconsider existing tech investments in light of new AI capabilities.
• Focus on practical next steps and MVPs to avoid overwhelm.
• Internal collaboration and shared scorecards improve organizational success.

guest name Vivian Chang

titles

• How GNC is Leveraging AI for Retail Success
• The Windy Road to Digital Transformation in Retail

Sound Bites

• "Consumer needs come first."
• "AI is just supercharging your existing tools."
• "Build a unified success scorecard for better decision-making."

Chapters

00:00Introduction to Vivian and GNC

02:53Navigating the E-commerce Landscape

05:56AI and Technology in Retail

08:52Implementing Insights and Collaboration

Resources

• Vivian Chang - LinkedIn
• GNC
• Ref AI
• Exchange Solutions

Guest links

• LinkedIn