Johnny Russo

Shaping the Ecommerce, Digital Marketing, Social Media Landscape

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Avenue Code Spotlight Series: How to Prioritize Digital Investments That Yield a High ROI

February 15, 2021 by Johnny Russo Leave a Comment

In January of 2021, Avenue Code asked me to be featured in a Spotlight Series about Digital Transformation. We had a great chat about how to transform businesses digitally, how to prioritize digital investments, and how data plays a key role.

Thanks to Avenue Code for featuring me, and for Retail Insider for publishing it.

Here is the excerpt of that article as it appeared:

By Avenue Code

COVID-19 created a unique opportunity for accelerated executive buy-in on digital investments supporting e-commerce. Avenue Code chatted with Johnny Russo, VP of Marketing and Ecommerce at The Kersheh Group, to get practical tips on how to prioritize digital investments that yield a high ROI.   

Avenue Code: Tell us about your career path. How did you get to where you are today?

Johnny Russo: I studied journalism and wanted to be a TV sports broadcaster but ended up channeling my writing expertise into marketing. After only two weeks, I fell in love with marketing, advertising, and branding, and I knew it was where I wanted to be. I immersed myself in research and reading to learn all that I could. Digital was emerging at the time, which made it easy for me to get ahead of the curve in learning about SEO, email marketing, social media, etc.

I should note that I’m still very passionate about writing. I run my own blog, and I’m in the process of writing a book that presents tangible, bite-sized tips for leaders. These tips are a combination of my research and my own learnings as I transitioned from management to executive-level leadership, and they cover both what to do and what not to do.

[Read more…]

Filed Under: Digital Marketing, Ecommerce, Lead, Leadership, Uncategorized / Personal Tagged With: Analytics, Data, Digital, Digital Marketing, Digital Transformation, Ecommerce, Ecommerce Analytics, Leadership, Retail, Retail Landscape, Transform

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

From Writer to Marketer, and How I Embraced the Curveballs Along the Way

May 23, 2019 by Johnny Russo Leave a Comment

From Writer to Marketer, and How I Embraced the Curveballs Along the Way

I read a book called Mind Platter last year. It’s by a Canadian-Lebanese author named Najwa Zebian. It’s one of those books where every page or two is a different topic, or chapter.

She had many topics on life, success, happiness, family, positivity, personal development, heartbreak, and career.

I highly recommend reading that book, but this is not a book review. There was one particular section on change that made me stop and think about my own life and career. I often take images of quotes or writings that resonate with me, and upload them into Evernote for safe keeping and future use. This was one of those times.

“Sometimes we choose to stand at a closed door and hope that it will somehow open,” writes Zebian.

Chase Growth, Embrace Change

I don’t know about you, but my oh my, do we change a lot over the years. In my case, I think that’s a great thing. If you follow my blog or my social channel, you know that I embrace change (not just for change’s sake) but real, solid, growth change.

When I was growing up, I didn’t have too many frustrating days. I’d play lots of sports, my parents and family would support me, financially and otherwise, and even when I bought my first car, a 2000 Toyota Celica, my parents were there to throw in the extra cash I needed. Things came easy.

My grades in high school were pretty good, and then in College (Cégep in Quebec) and University, as I got more independent and more interested in what I was learning (sorry Physics and Chemistry classes, you just weren’t my jam), my grades and work went from good to great.

I Was Going to Be a Hall of Fame Sportswriter

However, things always seemed to come relatively easy for me then. I got into one of the best Journalism programs in Canada (Concordia University), got an internship at the only English language newspaper in Montreal (the Montreal Gazette, my dream place to work), got published a few times in print, worked for the Montreal Canadiens writing blog posts and news articles (interesting, since I detested the Canadiens since I was 9) and then I graduated with a high GPA. All good I thought. Easy. Next up, my dream job, which was either working at aforementioned Montreal Gazette, to be a sportswriter and learn under the great Red Fisher, or to be a sportscaster on TSN.

[Read more…]

Filed Under: Social Media, Transform, Uncategorized / Personal Tagged With: Career, Change, Digital Marketing, Ecommerce, Journalism, Marketing, Transformation, Writing

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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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