Behind the Gummies: Strategy, Loyalty & Leadership at OLLY

OLLY"s presence in-store is powerful. It"s digital strategy? Even more so—and Jennifer Peters is making it all click.  As Director of DTC, Martech, + Digital Compliance at OLLY, Jennifer Peters is helping one of the most recognizable wellness brands deepen its relationship with consumers—both online and off. In this episode, she shares how OLLY is bridging the gap between shelf and screen, redefining loyalty in a retail-first world, and keeping customer empathy at the center of it all. Jennifer also reflects on her 13 years at Barnes & Noble, how tech is transforming customer feedback into action, and the advice she gives every rising professional looking to build a meaningful, long-term career. Episode HighlightsWhy DTC is especially challenging for retail-first CPG brands—and how OLLY is making it work.What receipt scanning reveals about today’s hybrid shopper.Why loyalty means more than points—and who it’s really for.What “being where your customer shops” really means in 2025.Her advice for building influence and nurturing the next generation of talent. This episode is packed with practical advice, big-brand insights, and career lessons you’ll actually use. Links and Resources  Connect with Jennifer Peters on LinkedIn Connect with OLLY on Linkedin Learn more about OLLY Want more from SheSpeaks? * Sign up for our podcast newsletter HERE! * Connect with us on Instagram, FB & Twitter @shespeaksup Contact us at podcast@shespeaks.com WATCH our podcast on YouTube @SheSpeaksTV