Collaborate 2025
9/7 - 9/9/2025 | 12 days to go | San Diego, United States
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12 days to go
9/7 - 9/9/2025
Duration: 3 Days
San Diego, United States

Monday Morning Keynote

 

Digital-First Insights, Retail-Ready Applications: Reiimagining In-Store Engagement for Social Media Consumers Presented by Jen White

Brand strategist Jen White reveals how traditional retail can be transformed by applying the engagement principles that have made direct-to-consumer and social-first brands so successful.. Drawing from more than two decades of experience, White will unlock the secrets of digital disruptors to create magnetic retail experiences that turn social-scrollers into in-store shoppers-and keep them coming back.

Jen White is the founder and chief brand strategist for Collective Memory, a strategic brand consultancy specializing in digitally-native and digital-forward consumer brands. Her work focuses on leveraging digital brand strategy to accelerate business growth, with insights that increasingly shape successful retail strategy in today's omnichannel marketplace. She has guided numerous digital disruptors, including Colour Pop Cosmetics' evolution from pure-play digital to strategic retail partnerships, and helped Belcorp—one of Latin America's largest beauty companies—transform from print and catalog marketing to a comprehensive digital ecosystem that drove consumer engagement while strengthening their owned retail channels. 

Jen White is the founder and chief brand strategist for Collective Memory, a strategic brand consultancy specializing in digitally-native and digital-forward consumer brands. Her work focuses on leveraging digital brand strategy to accelerate business growth, with insights that increasingly shape successful retail strategy in today's omnichannel marketplace. She has guided numerous digital disruptors, including Colour Pop Cosmetics' evolution from pure-play digital to strategic retail partnerships, and helped Belcorp—one of Latin America's largest beauty companies—transform from print and catalog marketing to a comprehensive digital ecosystem that drove consumer engagement while strengthening their owned retail channels. 

Monday Afternoon Presentation

Breathing Fun into Your Store: From Flagship to Main Street presented by Tiffany Pieja

Good design is good for business. In this session, Tiffany Pieja will focus on creating memorable customer experiences by infusing whimsy and fun into the experience. Steve will share insights for finding design inspiration and using creative problem solving to implement those ideas with success. Balancing in-store fun with business, he will reflect on how to measure the value of good experiences and good design on the bottom line.

Tiffany Pieja is the Senior Manager of Permanent Merchandising at The Hershey Company. She leads her team with a mission to develop innovative, profitable, and sustainable in-store merchandising solutions that drive category sales and elevate one of the most iconic brands in the CPG space.  One of her notable achievements includes leading the refresh of the candy beacon end-cap program, which was grounded in research and significantly increased customer commitments, driving both category and Hershey sales. Tiffany's biggest accomplishment to date was creating and leading Hershey’s first Permanent Secondary Display sustainability summit with vendors, holding both parties accountable for improving environmental impact.

Tiffany began her career in field sales with the Campbell Soup Company, where she discovered her passion for display design and creation. She continued her career with Burt’s Bees, leading the development of temporary and permanent displays, pioneering sustainability guidelines, and launching the company's historic in-line cosmetic display system.

Tiffany resides in Hershey, PA, with her partner Adam, their children Jonas and Ruby, and their fur baby Bowy Maverick, CGC.

Tiffany believes in the power of knowledge and insights, strong relationships, and enduring capabilities as a winning formula.  She is a consummate learner, embracing the idea that intelligence is the ability to change.  Tiffany is dedicated to cultivating successful programs and creating a seamless shopper experience by embracing both physical and digital touchpoints to engage shoppers at the point of decision.  

Tiffany Pieja is the Senior Manager of Permanent Merchandising at The Hershey Company. She leads her team with a mission to develop innovative, profitable, and sustainable in-store merchandising solutions that drive category sales and elevate one of the most iconic brands in the CPG space.  One of her notable achievements includes leading the refresh of the candy beacon end-cap program, which was grounded in research and significantly increased customer commitments, driving both category and Hershey sales. Tiffany's biggest accomplishment to date was creating and leading Hershey’s first Permanent Secondary Display sustainability summit with vendors, holding both parties accountable for improving environmental impact.

Tiffany began her career in field sales with the Campbell Soup Company, where she discovered her passion for display design and creation. She continued her career with Burt’s Bees, leading the development of temporary and permanent displays, pioneering sustainability guidelines, and launching the company's historic in-line cosmetic display system.

Tiffany resides in Hershey, PA, with her partner Adam, their children Jonas and Ruby, and their fur baby Bowy Maverick, CGC.

Tiffany believes in the power of knowledge and insights, strong relationships, and enduring capabilities as a winning formula.  She is a consummate learner, embracing the idea that intelligence is the ability to change.  Tiffany is dedicated to cultivating successful programs and creating a seamless shopper experience by embracing both physical and digital touchpoints to engage shoppers at the point of decision.  

Tuesday Morning Presentation

Voodoo Doughnut -- A Design Ethos, Not a Chain Presented by Tobi Wray and Taylor Fish

The handmade gourmet doughnut scene counts Portland, Ore.-based Voodoo Doughnut as a true original. With four new stores under construction, the cult fav operates 19 units in seven states since opening in 2003. In this session, you'll meet the design team behind Voodoo Doughnut, taking us through its approach to national expansion. They will share behind-the-scenes looks at what has gone into developing a new holistic store design and a flexible kit of parts to make each location unique, yet authentic.

Established in 2003 in Portland, Oregon, Voodoo Doughnut is an iconic doughnut shop renowned for its innovative and artisanal approach. With 23 U.S. locations and 4 locations under construction, Voodoo Doughnut has become the destination for doughnut enthusiasts nationwide. Committed to quality, innovation, and delivering an unparalleled guest experience, Voodoo Doughnut continually redefines the art of doughnut-making, offering customers a delightful selection of unique and delicious treats.

Tobi Wray is the Owner | Founder of Design Well Spent Co., an award-winning interior design firm specializing in retail and hospitality design in Seattle, WA. With over 15 years of experience, Tobi is a NCIDQ-certified professional, member of the IIDA, the PNW Chapter Chairperson of the Retail Design Institute, and the recipient of several design awards including RDI International Store Design of the Year Award, IIDA’s Best INshow Award, and design:retail magazine's 40 under 40 in 2018. Prior to launching her business, Tobi was the Senior Manager of Design for Specialty Retail at Amazon.com where she led a team of interior designers, architects, and industrial designers in coming up with new retail design concepts for the online giant - Amazon Books, Amazon 4-star, and Presented by Amazon, to name a few. Prior to Amazon, Tobi led the America's Concept Design team at Starbucks Coffee Company, developing new concepts for Starbucks and their emerging brands, including TAZO Tea and Teavana. Tobi earned her Bachelor's of Fine Arts Degree in Interior Design from Cornish College of the Arts in Seattle, WA where she has taught part-time in the Interior Architecture Departme.

Tobi Wray is the Owner | Founder of Design Well Spent Co., an award-winning interior design firm specializing in retail and hospitality design in Seattle, WA. With over 15 years of experience, Tobi is a NCIDQ-certified professional, member of the IIDA, the PNW Chapter Chairperson of the Retail Design Institute, and the recipient of several design awards including RDI International Store Design of the Year Award, IIDA’s Best INshow Award, and design:retail magazine's 40 under 40 in 2018. Prior to launching her business, Tobi was the Senior Manager of Design for Specialty Retail at Amazon.com where she led a team of interior designers, architects, and industrial designers in coming up with new retail design concepts for the online giant - Amazon Books, Amazon 4-star, and Presented by Amazon, to name a few. Prior to Amazon, Tobi led the America's Concept Design team at Starbucks Coffee Company, developing new concepts for Starbucks and their emerging brands, including TAZO Tea and Teavana. Tobi earned her Bachelor's of Fine Arts Degree in Interior Design from Cornish College of the Arts in Seattle, WA where she has taught part-time in the Interior Architecture Departme.

Taylor Fish is the Director of Marketing at Voodoo Doughnut, leading the full scope of brand marketing strategy and execution. She guides initiatives across new store openings, limited-time offerings, merchandise, and brand partnerships. With a career rooted in hospitality marketing, Taylor is passionate about building buzz through strategic campaigns that blend authenticity with bold, memorable moments. She is dedicated to creating lasting impressions that spark conversation, deepen loyalty, and drive brand growth. 

Taylor Fish is the Director of Marketing at Voodoo Doughnut, leading the full scope of brand marketing strategy and execution. She guides initiatives across new store openings, limited-time offerings, merchandise, and brand partnerships. With a career rooted in hospitality marketing, Taylor is passionate about building buzz through strategic campaigns that blend authenticity with bold, memorable moments. She is dedicated to creating lasting impressions that spark conversation, deepen loyalty, and drive brand growth.