Scaling Infrastructure at the Speed of Culture | Lisa Zlotnick, Shein, Head of Brand PR US Marketing

How do global digital commerce leaders ditch standard multi-month planning cycles to scale brand communication and supply chains alongside real-time culture? This episode features Lisa Zlotnick, Head of Brand PR at SHEIN, detailing the operational frameworks that power real-time retail execution. Discover how to replace slow predictive planning horizons with data-backed micro-batch testing loops, move from transactional influencer marketing to collaborative product co-creation, and manage large-scale corporate narratives under constant market pressure. Strategic concepts broken down in this episode: The structural math behind micro-batch product testing frameworks (100–200 SKUs) to remove overproduction liabilities. Scaling first-party database feedback channels to capture over 20,000 responses within a single weekend flight. The design of decentralized collegiate affiliate structures, featuring a deep look at a $26 million community network. De-siloing performance marketing funnels and brand messaging pipelines to build sustainable corporate growth. Leveraging real-time live commerce solutions to establish regular interactive connections with Gen Z consumer bases. Guest Profile: Lisa Zlotnick is the Head of Brand PR at SHEIN, possessing nearly a decade of foundational communications experience leading media relations for iconic brands like Nintendo of America. Connect with the Strategy Engine: Lisa Zlotnick on LinkedIn: https://www.linkedin.com/in/lisazlotnick/ SHEIN Platform: https://www.shein.com Host Dylan Conroy on LinkedIn: https://www.linkedin.com/in/dylanconroy/ Drive Measurable Marketing Automation ROI via Strike Social: https://strikesocial.com/guaranteed-paid-social-media-ads-outcomes/