Elise Barry has observed the shopper's growing control over their journey firsthand, moving from her early days managing spreadsheets on the agency side of ecommerce to her current role leading digital capabilities at Royal Canin. This evolution has placed urgent pressure on brands and retailers to transform the people, processes, and technology needed to support shopping journeys that can range from a single touchpoint to 17. On the podcast, Elise shares her perspective on the transformations necessary to prepare current and future generations of commerce organizations to thrive in this dynamic environment.