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

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

Saying Good Morning: Small Effort, Huge Impact

April 10, 2019 by Johnny Russo 1 Comment

Saying Good Morning Small Effort, Huge Impact

I am fascinated by people. More than that, especially since I started my career, I like to watch body language, how people carry themselves, how people dress, posture, how people communicate when things go well, how they communicate in tougher times, and so on.

There is one habit I dislike, a lot. A simple good morning or hello can make someone’s day, can make a team less defensive on a Monday morning, can send a jolt of serotonin into the blood stream, and yet, so many leaders, managers, and employees don’t say hello or good morning. I have an issue with that.

Now, I know that not everyone’s a morning person, and it’s hard to be happy every day of the week. And I’m not saying to strike up a full conversation before you’ve had your double mochaccino. But saying hello is not only common courtesy, it’s respectful and makes the other person feel good.

Is Saying Good Morning Really That Hard?

And I’m not even advocating to go out of your way to say good morning to every co-worker, every day. What I’m advocating for is to say good morning to your team, your boss, those near your office or desk, the receptionist, or those you run into on your office coffee run.

Still on the fence?

Here Are Some Reasons You Should Say Hello in the Morning:

  • Increases positive energy
  • Can help you make a friend, or at the very least, get to know someone, as it could spark a further conversation
  • You’ll be perceived as positive, and that is huge
  • We’re living in an altruistic society (you can challenge me on that, but I’ve never heard so many people talking about purpose and value as today’s generation does), so saying good morning to someone could make their day, and it will likely make them smile and feel welcomed and appreciated
  • Smiling is contagious – usually when you say hello, you will naturally smile, and they will likely smile right back at you. Try it.
  • Help them, help you: at one point, that person you’ve been saying hello to for the last 3 months, will help you on a project. And maybe she’ll work a little extra because you’re such a positive and nice person.

Does Your CEO Say Good Morning? When He Does, Does It Make Your Day?

Imagine working in an office and your CEO comes in, and doesn’t say hello to anyone, not even the receptionist? That would surely create a culture of negativity, standoffishness, and potentially selfishness. Now imagine a CEO who comes in, says quick hellos to everyone he runs into, asks someone how their weekend was, and then gets to work. Doesn’t that feel like a more welcoming environment?

We all have bad days. Heck, I know I can have them. And on those days, you just want to keep to yourself. And those may be the days you yourself need a good morning boost, a quick hello from someone else. Keep that in mind, and pay it forward. The effort and investment to say good morning is minimal, but the feelings of warmth, positivity, and comradery can last for hours on end.

So the next time you have the opportunity to make someone’s morning, will you?

Filed Under: Ecommerce, Inspire, Uncategorized / Personal Tagged With: CEO, Leadership, Management, Manager, Positive, Positivity

The Happiness Advantage: Yours For The Taking

March 31, 2019 by Johnny Russo Leave a Comment

Just before I went on vacation, I read a book called The Happiness Advantage, by Shawn Achor. I love reading books on leadership and personal development, and I always have a backlog of about 5 books ready to go when I finish the previous one. But The Happiness Advantage was not on my list. My wife actually got it from her boss. Once she finished reading it, I picked it up…and I could not put it down.

The Happiness Advantage centers on The 7 Principles of Positive Psychology That Fuel Success and Performance at Work. I really though this was just going to be study after study of random research. But Anchor is a great story teller. He took research, his own life experience, and created a framework for being positive and, maybe just as important, spreading that positivity. I also enjoyed that this was not solely for your personal life, but also your day-to-day work or professional life.

And about halfway through reading the 7 Principles Achor outlines, I knew I wanted to document it and start implementing them. So not only are these principles in my own life purpose playbook, but I wanted to help others by writing this blog post.

Now, a warning. If you plan on reading this book soon, maybe you should read it before reading my blog post, as I don’t want to ruin any surprises.

I’ll outline the 7 Principles from the book, and try to give my own story around them as well.

Principle 1: The Happiness Advantage

The first principle talks about ways we can improve our moods and raise our levels of happiness throughout the day. These are helpful to always keep in mind, as they are proven to raise serotonin levels, known as the happy chemical.

[Read more…]

Filed Under: Inspire, Lead, Leadership, Transform, Uncategorized / Personal Tagged With: Advantage, Career, Goal-Setting, Goals, Happiness, Inspire, Leadership, Motivation, Personal Development, Positive

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Recent Posts

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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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