The Pivot or Die Mindset - with Pacvue's Melissa Burdick

Beyond The Shelf

This week we welcome Melissa Burdick, Co-Founder and President of Pacvue, the leading Commerce Operating System that unifies retail media, commerce management, and measurement. A former Amazon executive with nearly a decade of experience, Burdick helped launch Amazon’s CPG/Health & Beauty retail business and was an early leader in Amazon Advertising. In 2018, she co-founded and bootstrapped Pacvue, scaling it from a startup into a global company with over 700 employees, supporting more than 70,000 brands and agencies across 95+ retailers including Amazon, Walmart, Target, and Instacart. Under her leadership, Pacvue tripled its revenue annually, leading to a high-profile acquisition in 2021. Recognized as a thought leader in the commerce and retail media space, Burdick has been named an Inc. Top 100 Female Founder, Ad Age Leading Woman, P2PI Woman of Excellence, and Campaign’s Most Inspiring Woman. She is also a designated Amazon Ambassador and a frequent media commentator, appearing on platforms such as Bloomberg Technology.

In this episode, Dave and Melissa cover:

• The founding story of Pacvue and its explosive growth
• Why retail media needs more than automation
• How TikTok is rewriting the rules of discovery commerce
• The AI use cases that are actually working
• Why ROAS might need a rebrand

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Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com

Producer: Jake Musiker