Marketplaces, TikTok, and Dad Dancing: Why Not Every Brand Should Follow the Crowd with Rhea Fox

What’s really shaping the future of digital commerce?  According to Rhea Fox, Marketing Director of Gift Experiences at Moonpig Group, the biggest shift isn’t just technology - it’s how distribution and marketplaces are rewriting the rules of retail.In this FODcast  episode, Rhea draws on senior roles at eBay, Ted Baker, and Monsoon Accessorize to explore how brands are adapting to an increasingly fragmented ecosystem.   From the rise of retailers like Next and John Lewis as marketplace hubs, to the blurred lines between owned and paid channels, she explains why customer-centricity is making a comeback after years of acquisition obsession.We dive into why not every brand belongs on TikTok, how marketing effectiveness tools are being underused despite huge potential, and where AI is already delivering tangible value - from SEO and creative optimisation to game-changing innovations in reducing apparel returns.If you’re in marketing, ecommerce, or digital strategy, this is a practical, insightful conversation on navigating complexity while staying focused on what matters most: understanding your customer.Simply Commerce is the leading supplier of talent into digital commerce across technology, digital marketing, product, sales, and leadership. Find our more about our approach and our services within digital commerce recruitment here: https://simply-commerce.co.uk/