Johnny Russo

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Amazon Canada Feature: Supporting Outstanding Canadian Businesses

November 8, 2020 by Johnny Russo Leave a Comment

For Holiday 2020, Amazon Canada asked to interview me about one of the largest growing brands on their platform, Jellifish Kids. It was a feature to support Canadian businesses during the peak 2020 Holiday season. They also prepared a digital lookbook to share with media and customers during the key Holiday season. Below are some images and links to the feature.

Thanks to Amazon Canada for all their support.

Here is the excerpt of that article as it appeared:

Johnny Russo, VP of Marketing and E-commerce, Jellifish Kids, Montreal, QC

How did Jellifish Kids get their start:
Jellifish Kids is part of The Kersheh Group, a manufacturer and marketer of sleepwear established in 1978. The brand was started to fill a void in the kids sleepwear market. Jellifish Kids is all about comfort and focuses on fun, colourful and playful themes in its designs. We also have an established line of licensed sleepwear, including partnerships with Disney, Universal, Warner Bros., the National Hockey League, the National Basketball Association and more!

Tell us about your role and why it’s important to Jellifish Kids:
When I joined the business in 2019, the core focus of my role was developing our brands – most crucial of which was Jellifish Kids – and scaling the e-commerce business across Amazon, various other marketplaces and our own e-commerce sites. It’s been amazing to see the support the company has put behind this role and, most importantly, being supportive of the vision we have, which is to become the largest sleepwear destination in North America.

What does it mean for a small business like Jellifish Kids to have a VP of Marketing and E-commerce:
I was asking myself the same question during the hiring and recruiting process before I joined. For me, it meant Jellifish Kids was seriously getting behind developing their brand and launching their e-commerce division. I’ve had the pleasure of spending a lot of time with our executive committee and I can tell you they are all big believers of what we’re building. I’ve got a great team that embraces challenges, supports each other, is adaptive and is positive along the way. After all, we sell pajamas, so we have some fun throughout the journey.

Check out the entire feature article and see all the great Canadian businesses supported by and with Amazon.

Here are some of the images featured in their lookbook highlighting the Jellifish Kids brand and products.

Take a look at the entire Digital Lookbook Amazon put together to support successful Canadian businesses during the peak Holiday 2020 season.

Filed Under: Ecommerce, Transform, Uncategorized / Personal Tagged With: Amazon, Digital, Ecommerce, Jellifish Kids, Social Media, The Kersheh Group

My Podcast With The Voice of Retail: Culture, Personalization, and Retail Tech

November 24, 2019 by Johnny Russo Leave a Comment

My Podcast With The Voice of Retail: Culture, Personalization, and Retail Tech

In September 2019, shortly after starting my new role with The Kersheh Group, my old pal Michael Leblanc asked me to be on his The Voice of Retail podcast. I’ve always respected Michael, especially the work he’s done with the Retail Council of Canada. So I obviously was excited to be on.

And to top it off, I found out that I would be featured on the same podcast as my virtual mentor, Mitch Joel. What an absolute pleasure it was to be on the same podcast with someone I consider a mentor (no more virtual, as weeks after the podcast, he was kind enough to have coffee with me), and someone who I have followed so closely in my career. It’s a great honour to be on the same podcast as you Mitch. And thank you Michael LeBlanc for giving such a large and impactful voice to retail in Canada. What a tremendous job you do.

The podcast discussed Canadian Ecommerce, trends in the industry, Digital Transformation, agile methodologies, culture, building a team, personalization, and retail technology.

Here it is in its entirety:

Digital rock star, global keynote speaker and agency pioneer Mitch Joel helps us Decode the Future, and Vice President Marketing/eCommerce for The Kersheh Group Johnny Russo talks culture, personalization and retail tech

Filed Under: Ecommerce, Leadership, Transform, Uncategorized / Personal Tagged With: agile methodologies, building a team, Culture, Digital Transformation, Personalization, podcast discussed Canadian Ecommerce, trends in the industry

Top Questions to Ask a Candidate During a Job Interview

November 4, 2019 by Johnny Russo Leave a Comment

At some point in your career, if you’re lucky enough to manage a team, you’ll be tasked with conducting an interview with a candidate. If you can remember the first few interviews you had, and how nervous you were, it’s equally the same on the other side. When you interview a candidate for the first time, it could come out ingenuine, rehearsed, or potentially worse, like you never making eye contact and looking at your notes the whole time.

Well, here are a few questions to help you feel at ease and get a real understanding of the candidate in front of you.

  • What companies do you admire?
    This can help get a sense of their values, and what they care about. If they list a few companies known for their sustainability, for example, or a company like GE who takes training and development very seriously, you can start building a mental picture of what’s most important for them.

  • My personal favourite question to ask: do you read?
    No interviewee would ever say “I don’t learn” or “I don’t believe in continuous learning.” However, you can quickly learn if their words match their actions. If they say yes they read, but can’t think of any books or blogs they regularly read, or are currently reading, you can get a sense if they’ve been truthful during the interview. Also, if they don’t read, listen to podcasts, or partake in online or in-person learning programs, how exactly are they keeping up with the industry you’re trying to hire them for?

  • Can you tell me about some challenges you’ve had in your career?
    I like this question for a couple of reasons: If they’ve had no challenges or can’t think of any, would you want to hire them? Have they really never had any challenges or roadblocks? Are they keeping something from you? A cloud of trust may burst. On the other hand, if they talk of the challenges they’ve had, and how or what they learned from them, I don’t know about you, but I want them on my team! Note: if the candidate is just out of University or still in school, rather than ask about challenges in their career, you can ask about challenges during their schooling or even personal setbacks they’ve had.

  • What do you need to work on?
    If they say they don’t need to work on anything, run. Seriously, if they can’t think of one thing to work on, would you really want them solving some of the issues you hand them to solve? The answer to this question usually provides a view into their self-awareness. Being self-aware is a quality not everyone has, or can come about easily. For those that are self-aware, it’s a huge advantage, and if a candidate can pinpoint the exact areas they still need to learn from or focus on, that’s a huge positive.

  • In your career, have you been lucky up to now?
    Shout out to Michael Leblanc for this gem, which he shared with me during a podcast I did with him on The Voice of Retail. Here’s Episode 80 if you want to have a listen. Michael mentioned he had read that question in a book by author Daniel Pink, and I love it! This can really highlight if your candidate is a glass-half-full or glass-half-empty type of person. Depending on how they answer and what they say, it can also get a look at how humble they are.

  • What personal or professional accomplishments are you most proud of?
    I like to ask this towards the end of the interview. I want to gauge their confidence level in sharing something that’s likely not on their resume, and leaves them feeling good about the interview. Also, pay particular attention to if they are talking about a team accomplishment, do they always use “I” or “We.” It’s nice to have them interchange the two.
[Read more…]

Filed Under: Lead, Leadership, Uncategorized / Personal Tagged With: Books, Interview, Job, Job Interview, Leadership, Online, Questions, Reading

What’s Wrong With Being an Intrapreneur?

August 11, 2019 by Johnny Russo Leave a Comment

What’s Wrong With Being an Intrapreneur?

I have started one business in my career. It was a writing, editing, and translation services company I started with my wife. So it wasn’t a tech product or anything fancy. We both did this while working full time. And I did enjoy it: trying to get new business, looking after customers, creating a business plan, drafting a sales plan, dealing with invoices and making sure we got paid – I learned a lot. It lasted about 4 years. I preface that because I am going to write about intrapreneurship.

But first let me say something. There is a certain sexiness about entrepreneurship, and it’s been happening for the last 30 years or so. And I get it: developing a product, working for yourself, driving change, working at one pace – fast. And everyone seems to want to be one today. And that’s fine. But I want to defend “the traditional” enterprise, the everyday company.

I am an intrapreneur. And I’m proud of it!

Definitions of Being an Intrapreneur

There are various definitions of what being an intrapreneur means. Any search for it brings up a number of variations, including:

  • A manager within a company who promotes innovative product development and marketing. (Note: I don’t believe you have to be a Manager, but you get the point.)
  • Intrapreneurship is the act of behaving like an entrepreneur while working within an organization or company.
  • Intrapreneurship is known as the practice of a corporate management style that integrates risk-taking and innovation approaches, as well as the reward and motivational techniques, that are more traditionally thought of as being the province of entrepreneurship.

The main difference between entrepreneur and intrapreneur is that an Intrapreneur is an employee, and an entrepreneur is free and the leader of the operation. That’s a loose definition, but you get my point.

[Read more…]

Filed Under: Ecommerce, Inspire Tagged With: Entrepreneur, Innovation, Intrapreneur, Leadership, Management, Manager, Marketing

A Solution for Getting Your Audience to be Less Distracted: Hide Their Mobile Phones!

June 13, 2019 by Johnny Russo Leave a Comment

A Solution for Getting Your Audience to be Less Distracted: Hide Their Mobile Phones!

I recently attended the Global Licensing Expo in Las Vegas. It was my first time attending a licensing show. It brings together major movie studios like Disney and Universal, toy companies like Hasbro and Mattel, and gaming companies like Nintendo and Sega. They show off what’s new, upcoming, and sure to be the next trend, and they bring together licensors and licensees, who work together to get a boatload of consumer products to market.

Like I said, it was my first time attending, and the first day is reserved for exclusive sneak peeks at what new movies are coming out, or which properties to look out for. It’s invite-only, and I was lucky enough to attend. So when I saw all these envelopes being handed out with the direction to “put your cell phone in it and seal it,” I was caught off guard. ‘What do you mean?’ I thought, ‘I won’t be able to post any of this on Instagram, or capture any cool pics of upcoming movies?’ Precisely. When each major studio presented, no one was allowed using any mobile phones or cameras.

At first, I kept wondering what time it was. Then I wondered how many emails I needed to respond to. And then, I focussed. I 100% focussed on the presentation, the content, the people speaking about their plans for the next 1-2 years. It was actually quite liberating.

I Have Seldom Seen an Entire Audience Not Distracted

I then perused the rest of the Mandalay Bay conference room, and watched as 1,000+ attendees were not distracted, were extremely engaged, and paid attention to every second of the presentation without any distraction.

[Read more…]

Filed Under: Ecommerce, Inspire Tagged With: cell phones, Conference, events, licensing, Licensing Expo, Mobile, mobile phones

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About the Blog

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I have been following blogs for over 15 years. I have also written blog posts for many of the companies I have worked for. So it only made sense that I finally (yes, I said finally) made the plunge and launched my own blog in 2015. So what … Read More

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Experience

Digital Experience - Johnny Russo

I have 13+ years experience in the Retail, Start-up, Technology, and Manufacturing industries. I have led growth and strategies in Ecommerce, Digital Marketing, Marketing, Branding Social Media, Mobile, and Omni-Channel … Read More

Current Project

Working as the Vice President of Marketing & Ecommerce at The Kersheh Group, an apparel retailer and manufacturer that specializes predominately in kids sleepwear. The Kersheh Group manufactures and markets sleepwear for boys, girls, adults, and the entire family. Our cozy, … Read More

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