Leadership through Change Sometimes Starts with One Word, with Jennifer Angelus, Sr. Director of Digital Shelf, Ecosystems, and Capabilities at Danone

Transcript

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Lauren Livak Gilbert (00:00):

Welcome to Unpacking the Digital Shelf, where industry leaders share insights, strategies, and stories to help brands win in the ever-changing world of commerce.

 

Peter Crosby (00:22):

Hey everyone, Peter Crosby here from the Digital Shelf Institute. Moments of great transformation, chaos, and opportunity as we are in now, require thoughtful and transformational leadership. Now in her 11th year at Danone, Jennifer Angelus has elevated her career from an associate manager of shopper insights to now leading the digital agentic and brand.com strategies as the senior director of digital shelf ecosystems and capabilities at Danone. Jenna graciously agreed to share with our community how she inspires cohesion, connection, and scale to serve the consumer and drive growth. Jennifer, welcome to the podcast. You are just one of my favorite people in the industry in e-commerce. So inspiring. So yes, I'm excited to have you on the show. So thank you for being on. We're really grateful.

 

Jennifer Angelus (01:14):

Thank you. I'm so excited. It's amazing to be here. I'm sure you're not surprised for me to be saying that. You're also my favorite people, so we're in good company.

 

Peter Crosby (01:24):

Thank you.

 

Jennifer Angelus (01:25):

Thank you.

 

Peter Crosby (01:27):

I mean, you're our favorites for a bunch of reasons, just your humanity and kindness and clarity is so wonderful. Also, you've used that to build out an incredible e-commerce team at Danone and you've expanded your reach. You've really made a business impact. So congratulations to all of that. A career in e-commerce is not for the faint of heart, and you've really set the mark for people.

 

Jennifer Angelus (01:54):

Thank you. I tell my team all the time the only constant is change. So as long as we can embrace that together, we'll all be successful.

 

Peter Crosby (02:04):

And the change being constant is not going to shift anytime soon. So one of the ways that you are able to do that, you're very intentional about your goals for each year. You really seem to treat that as a moment for reflection and looking back and then looking forward and how you build out your strategy. So we would love it. First of all, say anything you want about your role at Danone and all sorts of things like that as I introduced you earlier. But how do you approach the planning for the years now as we're midway through the planning that you've done? So it'd be exciting to talk about.

 

Jennifer Angelus (02:45):

Yeah, that's perfect. Thank you, Peter. Maybe I'll start with just what my role is too and some of my background to guide the leader I always aspire to be. So I lead digital shelf ecosystems and capabilities at Danone. Our mission is to bring healthy food to as many people as possible. So for me, it was super important to work for a company where you believe and live the values. So it's really exciting to be a part of that. I use that too in leading my team because we want to make sure not just health in the sense of the word, but also guiding the team to really live and breathe values for mental health and clarity, like you said, and balance. And so in planning for the year, it was really important for me to start from that place of energy. I tell my team all the time, follow the energy, and I wanted to live and breathe that for them too.

 

(03:44):

So what I did was I organized a 2026 manifestation meeting. They had no idea what that meant when I sent the invite. They're like, "What is this?" But I asked them to trust me and trust the journey. And I asked them to each prepare a slide and take time really to be intentional about the word that they wanted to be their north star because it's really powerful. We're constantly moving. I said the only constant is change. So it's important to also take a moment to pause and take time to be present together, slow down, and really breathe to set the right energy and foundation for the year. I even asked them, of course, if they'd be comfortable to do a meditation together. That requires a different level of vulnerability. And when you're doing that over video too, it's a little different than sitting in a room with people and doing meditation.

 

(04:45):

So they really had to trust me and trust the journey. And one of the most important things that I wanted them to take away is one of my favorite quotes actually, is that though become things and if you see it in your mind, you'll hold it in your hand. And so I really wanted them to think about that of like, okay, what are they visualizing for the year? I believe in leading the whole person. So not just professionally, but personally that they need to be aligned for everything to work. So what we did is set the intention. Everyone came, they were super excited. Actually, people didn't want to wait to share their word, but they had to. They had to wait and they took the time and intention, like I said. And so the theme of the meditation that I had for them was to really visualize abundance.

 

(05:43):

And the visualization I gave them was this idea, and actually the name of the meditation was it's diamonds in the sun. So what happens when you see a diamond in the sun? Well, actually the sunlight amplifies and acts almost as a prism and it makes rainbows across the room. Or if you're outside, maybe you'll see it in the grass, wherever. And so from there, we did the meditation and I asked them was to really think about this year, how they could shine diamonds in the sun and think about how their work and their behaviors have the same effect as that diamond and how do they transform via their actions and behaviors to create and amplify the results that they want to achieve for the year.

 

Lauren Livak Gilbert (06:29):

Jen, I just have to applaud you for just the way that you think about the whole human and your team. It's just amazing how you do that. So I have to give you that kudos first. Thanks. So I love how you explained that. I think that's super powerful for the team. Now we don't have to wait too long. Can you tell us what was your word of the year and why did you choose it and how does it anchor to your overall strategy?

 

Jennifer Angelus (06:53):

Yeah, I think we need the drum roll, right? I was ready to share - I'll do the drum roll. Here's my

 

Lauren Livak Gilbert (06:58):

Drum roll.

 

Jennifer Angelus (07:00):

I was ready to share it. Just like I said, my team wanted to share before they could. I was ready to share it before I was supposed to too. Because like I said, I always tell my team to follow the energy. So I did the same and only I had four words that coming to me. Of course, we could only choose one, but the four words that kept coming to me were abundance, transformation, catalyst, and accelerate. And these were all things that I wanted to have for the year, but I could only choose the one word that actually encompassed them all. And so my word of 2026 is amplify. And this truly does. Amplify is abundance, it's transformation, it's being a catalyst, it's accelerating. And the whole theme for me here is that we need to amplify in order to build the future of commerce with agility, with efficiency and impact.

 

(07:59):

And this was actually the second year that we did this kind of session. And it was incredible in the second year how aligned the full team was because you grow a team over time. And of course that's what you dream of, right? That over time your team grows and connects and collaborates together. And so some of the other words in the team were clarity, connect, harmonize, rhythm, scale, and cohesion. And so you can tell from that, just the consistency and the magic that that has in all of our words, we're very connected, to use one of the words, and that truly we're building something really special for the business, but also for the team culture.

 

Peter Crosby (08:42):

I love so much of what you're talking about is super exciting. And I think about, there were so many things running through my head as you were speaking. One of them is that right now commerce, well, and really the world is chaotic. And what I find in what your team is talking about is trying to all do what they can do to block out the chaos and really focus on the outcomes and the harmonization, the cohesion. Those are things that are sort of anti-chaotic. And I think one of the things that you talked about earlier was being vulnerable. And I think that is a rare quality in life for many people, but certainly at work. Absolutely. And I love that you give permission through your very essence. You're not writing a memo about it, you're just showing up as your authentic self, and then inviting others to join you, not to be you or be like you, but join with their authentic self.

 

(09:55):

And I'm wondering about your hiring process to find people that you feel like would be willing to. Yes. Do you look for that quality somehow to make sure that you're building a team that will be able to do that together?

 

Jennifer Angelus (10:12):

Yeah, absolutely. Like I say, follow the energy, but also energy is everything. And I've been able to train myself pretty quickly to understand is there going to be a fit based on their also comfort with vulnerability? Because I think in this space especially, we can't operate in a box. We have to be agile. We have to be okay with failing. Things are not going to be perfect. We're going to learn together. And it's a special quality in a person if they're going to be comfortable with that. Something I also do is starting every one-on-one, and I do this in the interviews as well, is I do an energy check. So it's really important for me to lead with the whole person in mind like we talked about. And so when I start a one-on-one with an energy check, maybe sometimes we do a scale, one, two or three, one is the best day ever.

 

(11:12):

Three, we need some work. And sometimes I'll get answers that are personal or professional or both sometimes, and this makes me laugh. My team has taken their own liberty to start with doing point fives. It was always one, two or three. Now I'm getting 0.5s. I also the other day got a 1.1 and I was like, "Wow, we are really being strategic here." But it's funny because it really drives the way I show up as a leader. And if someone is having a day of a three, the conversation is going to look a lot different than if someone's showing up as a one. And so I do the same thing in the interviews. I actually also in the interviews ask for their one word that describes them and they're fit for the role. So you can learn a lot about a person based on the words that they choose.

 

(12:05):

And then it's fun once they're hired to see how that word shows up for them because so far it's all aligned.

 

Peter Crosby (12:15):

When you think about amplify, you share that there are specific things that you and your team, I'm sure, talked through what that meant. And so where you would put your focus, where does that word really come up in the things that you are looking to achieve, the outcomes that you all want personally and professionally? And I think the first one that you mentioned was being content and certainly the evolution of content in this AI-fueled age. Where does amplify come into play in that notion, in that moment?

 

Jennifer Angelus (12:57):

Yeah, I love that. And AI, where my team laughs now because I've always said amazing, and now I'm starting to do AI amazing and we'll see if that one catches on. But for content specifically, before we can even define the evolution of content with AI, my ask to the team was first to understand how the path to purchase is transforming. So instead of just saying, oh, we have to do AI. Well, no, first we have to be laser-focused on defining what AI in the shopper journey is. And then only then are we able to build the roadmap for optimization. So it's really this idea of learning first and then executing. And that's a good example of amplify. Think back to the diamond in the sun analogy. Everyone wants to get to that prism of rainbows. First, you have to be the diamond. You need to take the time to learn, and then you can actually have the insights that are going to amplify your impact because when you get to execute, everything is coming from a very strategic place, and then it just multiplies.

 

Lauren Livak Gilbert (14:10):

And Jen, how do you balance the noise? You sit across a lot in your role, and you're working with your team, your leadership, the consumer, the retailers, and there's so many different priorities and you want to be able to amplify everything in a good way. But how are you managing the hype of AI, just everything that changes in the commerce space, and how are you prioritizing that?

 

Jennifer Angelus (14:37):

I love that. Well, so one thing we're doing is creating an internal steerco to connect the dots across all of the stakeholders. Because actually it's easy to say be the diamond and then have all the rainbows. But what you need first is to understand all of your stakeholders' goals and objectives. Because if you don't have a common goal and everyone's got their own little diamonds and they want to amplify something, then you're never actually going to be able to amplify the results that you want to achieve for the business. So for me, my number one goal and priority is always relationship building across the business and understanding where people are coming from. Because I think when you're in the times of change like this, and certainly with AI constantly evolving, the storytelling becomes really, really important. So what are you understanding first signals? How are you taking those signals and what do they mean?

 

(15:38):

Are they aligned with the business? How do you get them to be aligned? Where do you want to prioritize? And so the first thing you have to do to actually be successful is to know all of your stakeholders' objectives because AI is something that spans the entire business. So within my team, we're not just digital shelf anymore, we're also brand.com. And now brand.com is one of the biggest levers in influencing LLMs. And so it's really about rethinking the model. And I tell my team, we got to keep building the machine. So we've built the machine for digital shelf. How do we build it for brand.com? And the first thing you have to do is learn, like I said, learn and connect with other people so that you can have a common goal and then move to execute.

 

Peter Crosby (16:28):

And what you're listing off, taking on brand.com, the evolution and potentially explosion of content for the context of the shopper, all of that, it's a lot. Your team, imagine sometimes when they come in with threes, it's because of overwhelm. And then figuring out, all right, how do we get to a place where you can operate? And I'm wondering whether AI is part of what you're envisioning to help amplify the work of your team across more destinations and also more shopping journeys fueled by context. Are you thinking about how that automation or amplification is going to happen helped by AI?

 

Jennifer Angelus (17:20):

Yeah, the whole industry I've seen, I'm part of many share groups, is that we all need to learn how to automate things. So I think that's where the amplification will happen longer term is what are the workflows that you need? How do we connect this team to that team? How can AI be our assistant to get this done faster or differently? It can be either. I think AI helps us in the three words I said, agility, efficiency, and impact. AI is going to help with all three of those things over time. It's just about how do we utilize it as a tool to do that? And then like you said, amplify the work we're doing. So I think it's changing so rapidly from all the conversations I've had. We're all learning together. So if anyone has a silver bullet, I hope they call me so I can learn from them too.

 

Peter Crosby (18:14):

If anyone will have the silver. Well, there is no silver bullet. We should just get that out of the way right now. But certainly this community that you are such a vibrant part of, that's where the answers are going to come from, us figuring it out together.

 

Lauren Livak Gilbert (18:29):

If only there was a silver bullet or an easy button, that'd be great.

 

Peter Crosby (18:32):

That's probably less violent than a silver bullet.

 

Jennifer Angelus (18:36):

That was actually my biggest takeaway from the Digital Shelf Summit this year though, was the idea of together. This can't be done in silos. This can't be done in teams, just one person alone or even one company alone. As an industry, we need to drive the transformation. And with your community, the Digital Shelf Institute is truly driving that change, and I'm proud to be a part of that. So thank you.

 

Lauren Livak Gilbert (19:04):

We're so happy to have you, Jim. So we're talking a lot about the impact and the outcomes, and a lot of that comes back to measurement. Everybody always asks for measurement, whether it's around AI or the digital shelf or anything that you're doing. So how are you thinking about measurement and how are you using Amplify as a way to think about your overall strategy there?

 

Jennifer Angelus (19:28):

Well, the first thing is that you truly always need your foundational KPIs and scorecarding to actually make informed decisions and drive insights into action. But now what's new for measurement is that you need to understand the more qualitative side of execution. So I think historically everything is green. It's funny, someone on my team says it's green lights. We all want the green lights. But on the qualitative side of things, you need to truly understand, is the content effective? Are we answering now in LLMs? Are we answering the questions? And how are we measuring AI's impact on the path to purchase? We can't just look at a number or green light. We have to really know what are the signals that are important to shoppers and then how are we evolving our strategy according to these insights? So it's been really fun to see how measurements really rapidly evolved, not just from a number or the quantitative side, but the qualitative side of the work that we're doing.

 

Peter Crosby (20:33):

Can I dig into the word signal? Signals for the shoppers. That was the phrase you used, I think. What are the signals for the shoppers? What does that mean in your mind?

 

Jennifer Angelus (20:45):

Yeah. It's actually been a fun one to learn about because I think it's a new buzzword. You should do a whole session warning, Peter, on the new buzzwords as part of this AI word. And what is signals? I was actually reflecting on this the other day because a signal is usually something that lets you know something's coming. You're in a car, you turn on the signal, you're going to turn right, you're going to turn left, et cetera. But in AI, signals are understanding what are the things that are happening now? What are the behaviors that people are searching for, the questions they're asking, the themes now? Now the signal that's going to tell you what's going to happen is hopefully conversion. And that's where you have to connect the dots on what that signal is, what is the behavior happening now, and how does that connect to your brand or your products to actually drive the conversion?

 

(21:41):

So it's been interesting to think about just that word in general and how it's changing in this new AI space.

 

Peter Crosby (21:50):

Yeah, because I was thinking, I've been working on a talk recently, and part of what I've been learning from the AEO, the measurement kind of world is that so much of this is going to be improvement in small ways that add up to a big improvement. The market share growth that you're looking for is going to be the combination of winning on a bunch of. There was one which was does this ship in a cold pack? It turned out 21% of consumers thought that was important, but it wasn't anywhere in the listing. And so finding these, "Oh, I can up this by 20%. I could up this by 16%. This is 8% of shoppers' care." And you add all that up and that's where your growth is going to come from. And that's daunting, but also exciting that that can be possible, that you can uncover these signals that you've never had the ability to be able to uncover before.

 

Jennifer Angelus (22:55):

Exactly. And with the emergence of brand.com influencing LLMs so much, this idea of consistency is a massive mindset shift because brand.com is not only a marketing tool for consumers. Now you have the LLMs as a stakeholder and what's important to them. And so it's really shifting this mindset of what the behaviors are and how are we going to impact them.

 

Lauren Livak Gilbert (23:25):

And can we talk a bit about effectiveness? Because you did mention that. I feel like effectiveness is one of those metrics that doesn't have a very clear definition. And I think effectiveness can mean different things for different brands and different retailers. And I know it can be quality of images and there's a lot of different factors, but I'm curious, how are you thinking about effectiveness now? And has that changed over the past year with AI and everything that's come out? Well,

 

Jennifer Angelus (23:55):

I think one of the biggest learnings we're seeing across the industry for AI is that the path to purchase is collapsing. So this idea of attention and how are you capturing attention in that time? And back to signals, what are the signals in that moment that are most important is massive. You have to rethink your go-to-market strategy. You have to understand what are the levers that people care about and what matters to them now because they're spending time with discovery and ultimately you want the conversion. And so how are you rethinking the funnel to be able to deliver on that? And effectiveness and understanding their attention is going to be a foundation for that.

 

Lauren Livak Gilbert (24:39):

But attention I think is the key word there. What does attention mean for your brand on a Walmart versus an Amazon versus a Target versus a Kroger? I think the signals and attention are too, that's another buzzword, attention that I'm hearing a lot of people talk about because it has so many different facets. And if you don't understand your persona really well, you can't get down to the meatiness of either attention or signal.

 

Jennifer Angelus (25:04):

Exactly. You have to know your audience and that's changing with AI. Your audience is now a question, not a keyword, and that's a fundamental mindset shift.

 

Peter Crosby (25:17):

That's where I keep coming back to that word context and the context will shift sometimes in milliseconds. The temperature, it's going to be a hundred degrees in Boston this week, which is a rare event and it's freaking June, so not pleased. But that changes my context for a bunch of different things that I might be interested in. And if that isn't picked up, and then if that isn't dealt with by the products that I'm interested in because it's going to be so freaking hot, then. But now you have the opportunity to do that. And I guess that's what excites me so much is being able to figure out the systems, the processes that will take advantage of those microscopic shifts more quickly than your competitors is where the opportunity can be.

 

Jennifer Angelus (26:15):

Yeah. And I think in that instance, your signals are comfort and convenience. You want to be comfortable as fast as possible. So how do you get there? Well, it's an only house, they'll have Evian Water, so we can keep everyone hydrated. There you go. Look at that.

 

Peter Crosby (26:31):

Covered. Now I know last year, I think one of your big words was elevate.

 

Jennifer Angelus (26:37):

Yes.

 

Peter Crosby (26:38):

Yes. And that matters not only, and as does Amplify, matters not only to your internal teams, but also all your partners, the entire ecosystem that's swirling around this consumer and how can you amplify their impact? And so I'd love to know about how your team, when they sit down together, think about the partnerships and how to almost influence amplification with the people that you want to win with.

 

Jennifer Angelus (27:15):

I love that. And it's actually a really interesting progression to go from elevate to amplify. Spending last year like, okay, do we have the right partners? Do we have the right tools? Do we have the right strategy? What are our goals and objectives? So then amplifies, okay, great, we have that foundation. Now how do we take it to the next level? So it's been really fun to see that transformation. And I came into this year really focused on elevating those operations of the team and really amplifying the impact of all the foundations we set last year. So what I actually did was a different approach to the team objectives. And instead of defining the objectives top down, which is pretty traditional, we have the overall objectives and then they cascade. Instead, I asked my leadership team to build me. I didn't give them a template.

 

(28:14):

I really gave them the opportunity to, again, be vulnerable and be creative and be strategic and build me their ideal and their vision for a 2026 plan on a page because truly they're experts and what do they want to accomplish and how? And in many of these instances and a lot of what I talked about today, the how is many times even more important than the what. And then from there, if you're building the right team culture, that really enables you to amplify the success. And then you can't do it in a vacuum. So once you have that plan on the page, you do draw that connection to the top-down cascaded objectives. And that's really where the magic happens is you can ask the questions like is our vision and our objectives, are they aligned with what we need to go and accomplish? And so that was really fun to see that come to life.

 

(29:14):

And I did also ask my team to focus on what I'm calling our three Ps. And in the past it was people, process and technology. But this year I evolved that to people, process, and partners because we really need to know who are the people and what are the processes and who are the partners because the partners, they enable the technology too. And that will enable us to accomplish our goals. And then lastly, I did ask them to be focused on what I mentioned previously, which is agility, efficiency and impact. And I think if we have that strong foundation, then we're going to get that done And in this sun and really be able to amplify our results for Danone.

 

Peter Crosby (30:07):

I love that. As I'm listening to you, I think I'm so struck by the progression that's indicated by Elevate. And then if you can't amplify unless you were successful. So I'm just thinking about, is part of the process that you're able to, before you pick your next word, is there some reflection on what did we accomplish this year towards our Elevate goals? Do you have a moment of celebration? Or maybe, okay, well, we only got 80% of the way there, but I mean, I'm just wondering that process to progress beyond to a different level. Yeah.

 

Jennifer Angelus (30:51):

Yeah. It's funny you say that because I've halfway through the year now started to think like, okay, what's going to be my word next year? Because we keep just pushing the envelope and we will have a reflection point as a team as we get into the second half of the year. And I'll probably ask my team in Q4 to ask them to start thinking about their word for 2027 because it is so, so important to set intentions. If you don't set the intention, it's like setting an objective, very similar. But my team has come to me and said, "I was in this meeting, I heard the word." Once you say something and you focus on it, it starts to show up. It starts to amplify. And it's been pure magic just to have my team come to me and say, "All the things I set to do already halfway through the year, they're showing up for them and they're showing up for them too." And so that is, to me, something to keep celebrating.

 

(31:56):

And of course we can officially celebrate when we do all the things and keep executing with excellence. But for me, I celebrate when I see these even small moments and small wins where their words are showing up or feel like we're getting the clarity, like one of their words, or we're connecting or we're building a rhythm. All the things and how they happen every day, that's truly going to define our success.

 

Lauren Livak Gilbert (32:24):

And I have had the pleasure of, Jen, now seeing your career for the past, I was thinking about it, I think it's been four or five years that we've known each other. And when we first got connected, you were also building out what is this digital shelf playbook and how am I thinking about it? And what you have built as a strategy, as a team, how you have really brought the organization along with you to be more omnichannel and to just think in a more future-focused way is absolutely incredible. And I have had a front row seat to watch you, and I just have to give you such kudos for that. And I know your team loves working with you because I work with them and they love you. So I just have to give you a big round of applause for all the work that you've done over the past four or five years.

 

(33:10):

It's been pretty incredible.

 

Jennifer Angelus (33:12):

Thank you. Well, I have to say I'm learning from the best, so I'm very thankful for that. So thank you. Thank you so much, Jen. And I want to know, you don't have to tell me right now, but I want to know your words. I'm super curious. This could be fun to do as a community, right?

 

Lauren Livak Gilbert (33:31):

Oh, I have to pick a word now. Oh, actually, no, wait, I did. I did pick a word for this year. My word for this year was context. Oh,

 

Jennifer Angelus (33:39):

Perfect.

 

Lauren Livak Gilbert (33:40):

That was my January word. You

 

Jennifer Angelus (33:41):

Said it.

 

Lauren Livak Gilbert (33:43):

Because it was at the end of last year. I mean, obviously AI was happening back in 2025 too, but we were talking a lot more about context and that was my word of 2026. So I think it makes sense.

 

Jennifer Angelus (33:56):

It would be so fun to do a recap of all the 2026 words. Go ahead, Peter. Oh my gosh.

 

Peter Crosby (34:04):

No, no, sorry. I was just thinking, as you've been talking, I had thoughts of what your next word could be, but I don't want to. I don't want to. Anyway, just as another progression of word. Anyway.

 

Lauren Livak Gilbert (34:20):

Peter is the king of words. Seriously. I love that. He is like, so use him as a resource.

 

Peter Crosby (34:29):

So exciting. Jen. So

 

Jennifer Angelus (34:31):

Fun.

 

Peter Crosby (34:36):

So much of this journey is, gosh, dictated by, and necessarily so by numbers, and what have you done for me lately? And all of those things. It's easy to start a one-on-one and go right to the, all right, what's happening over here? And I just love the intention that you put from the beginning, the investment in it throughout the year. That's just amazing, humanistic leadership, and it's just a pleasure to be able to even hear about it. And I hope that our listeners, everyone has to find their way of leading and inspiring and connecting people, but I hope, and I'm sure that they find what you've shared today to be really important and useful to hear about. So thank you as always for sharing with our community.

 

Jennifer Angelus (35:40):

Thank you. I hope so too. And it's truly an honor, so I appreciate that opportunity. Thank you.

 

Lauren Livak Gilbert (35:48):

Thanks

 

Jennifer Angelus (35:48):

So much. And we can keep amplifying together.

 

Peter Crosby (35:50):

Yes.

 

Lauren Livak Gilbert (35:51):

I love it. I love it. Thanks so much, Jen.

 

Jennifer Angelus (35:54):

Thank you.

 

Peter Crosby (35:56):

Thanks again to Jen for amplifying her leadership approach for us. Digitalshelfinstitute.org is the digital home for all the best practices in the digital and agentic era. So become a member. Thanks for being part of our community.