Andrea Leigh is the Founder and CEO of Allume Group, an eCommerce knowledge-sharing network. She is also the co-host of TheCPG Guys podcast. With over 20 years of eCommerce experience working with thousands of brands, she is an educator, speaker, and writer involved with various organizations, including The Digital Shelf Institute and Path to Purchase Institute. Andrea spent 10 years as a Senior Executive at Amazon, where she led over 15 categories, helped launch Amazon’s automated pricing system and other programs, and managed Amazon Prime in Canada.

As the eCommerce landscape grows and evolves, businesses face many conundrums. They hire for new roles and integrate the latest technology only to realize they’ve gone too far. Middle management runs amok, and traditional business models begin to crumble. How can companies bounce back to navigate this space effectively?

As a brand educator in the digital space, Andrea Leigh understands that it’s difficult to identify an ideal starting place. It’s no longer practical to rely solely on cross-functional teams to execute eCommerce strategies. Instead, businesses need participation and collaboration from the entire organization, requiring teams to build strong relationships for idea-sharing and digital strategy alignment. Team members and stakeholders must also adopt new skills to stay abreast of digital trends and develop ways to pivot in unexpected situations.

In today’s episode of The Digital Deep Dive, Aaron Conant chats with Andrea Leigh, the Founder and CEO of Allume Group, about navigating and adapting to the digital shift. Andrea talks about pivoting your business model from analog to digital, embracing consumers’ digital-first demands, and the complexities of digital decision-making.