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.comHost 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/