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Jinal Shah

VP, E-commerce & Omnichannel Marketing
S'well

Jinal Shah has worked for and with some of the most admired companies and built a niche connecting brand and e-commerce to drive cultural and commercial impact.

She currently serves as VP, E-commerce and digital leading growth for this iconic brand across DTC, Amazon, and other online channels. She also runs an industry-leading influencer and content creator practice. Her work has won the Influencer Marketer of the Year Award at eTail West 2018. Fun fact- she also taught a case-study class at Harvard Business School.

She was previously VP of E-Marketing for the E-commerce Division at Newell Brands where she was responsible for a team of 80 (which she built from scratch) and driving over $250M in revenue across e-commerce platforms for the company's 50+ brand portfolio including renowned brands such as Marmot, Yankee Candle Company, Rubbermaid and Sharpie. Prior to gaining client-experience, she spent nine years on the agency side, the majority of them at WPP's J. Walter Thompson where she developed an expertise in retail and beauty working with brands such as Estee Lauder, Revlon, Avon, Nestle, Unilever, and Macy's. By the time she left J. Walter Thompson, she was Managing Director, North America of the Content studio she helped start and Global Head of Digital Strategy for the organization. 

She is known for asking a lot of why's and breaking down complacency and silos. She does this by merging systems thinking with creativity, fusing data-based decision making with informed intuition, bringing relentless discipline to brand and marketing strategy, and by building optimistic, diverse, no-assholes teams that fight for the work and only for the work.

Jinal was ranked by The Guardian as one of the Ten Digital Strategists to Watch and was listed as iMedia's Top 25 Internet Innovators. Her work has won Mobile Marketer of the Year Award, Gold and Silver Lions, ADC, Clip, Webby, and Etail West Best Influencer Strategy. She consults with, invests in, and advises value-driven brands in the wellness space.

Jinal Shah’s Session(s):


1:30 pm–2:10 pm — Thursday, October 17, 2019

How User-Generated Content on Instagram Can Drive Engagement and Revenue for Retailers

Instagram has played a crucial role in the growth of S’well. In addition to S’well posting on Instagram itself, S’well customers often post pictures of their S’well bottle in their personal Instagram feeds. As a result, the brand has more than 261,000 Instagram followers. What really moved the needle for S’well however was when the brand integrated its Instagram presence with its e-commerce site. Now, S’well’s Instagram gallery takes users right to the product page of its website, making Instagram a revenue-driver, and user-generated photos of S’well bottles are highlighted on the brand’s site into addition to its social properties. S'well has seen an 8x in conversions and 4x increase in time on site from visitors interacting with user-generated content. 

In this session, Apu and Josh will discuss: 
• How to identify and leverage social influencers – especially micro-influencers (those with smaller followings) 
• How to fully leverage user-generated on platforms like Instagram to a brand’s website to email 
• How image-based marketing is helping consumers discover new products


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