From Korean skincare breakthroughs to viral mascara hacks, modern beauty routines are shaped more by social feeds than store shelves. This session unpacks how cultural trends become commerce moments, and how brands can tap into performance insights and retail media strategies to turn social buzz into measurable results.
Riku Laitasalo
I am a seasoned retail professional with extensive experience on the brand, agency, and technology sides of the industry. Specializing in eCommerce and retail media, I currently lead the Client Services team at Pacvue to deliver sustainable and scalable growth for our clients. My diverse background in technology, finance, and retail, along with direct hands-on experience working with large brands enables me to lead our organization to deliver tailored solutions that meet diverse business needs in a continually dynamic retail environment. While my specialty is CPG and eCommerce, I have managed brands across numerous categories throughout both online and brick & mortar channels in the broader retail landscape.
Melissa Burdick
Melissa Burdick is the President of Pacvue and is an expert in designing for online and e-Commerce marketing strategies. A 10-year Amazon veteran, Ms. Burdick helped launch the Amazon CPG/Health & Beauty retail business, building a business from the ground up with an evolving strategy to sell profitably online. She was an early leader of the Amazon Media Group, launching the first vendor display video ad, and developed and grew the Amazon advertising business. Ms. Burdick is well known as an e-Commerce thought leader, Forbes Agency Council member, and participates as a speaker at e-Commerce conferences and industry podcasts.
Calvin Lammers
Calvin Lammers is a 13-year digital marketing veteran who started his career on the retail side with Target. Calvin made his first foray into eCommerce with Quidsi, an Amazon subsidiary with such sites as Diapers.com and Soap.com. Since then, Calvin has moved over to the brand side leading digital for at a number of F&B disruptor brands such as KIND, Bai, Spindrift, and Health-Ade before making the jump to beauty and personal care with Nécessaire.
At Nécessaire, Calvin oversees digital platforms and media for the personal care brand, including Sephora, Amazon and DTC.