Companies are expanding their reach, focusing on elevating the consumer experience at all stages of the customer journey, from research to purchase to consumption. Companies are counting on such experiences to differentiate their brand, rather than simply the product. They are building consumer loyalty by investing heavily in experience, with features such as personal stylists, unlimited returns, and store-based or virtual communities.



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NICK WILKOFF has worked at L.L.Bean for 14 years, and is currently the VP of Marketing & International. In this role, Nick has oversight of L.L.Bean’s media planning and marketing programs, as well it’s content strategy and customer experience – including Ecommerce. Nick is also responsible for L.L.Bean’s International business spanning Japan, Canada, and it’s Global eCommerce channel. Nick has held additional management roles at L.L.Bean, including overseeing digital analytics and optimization, catalog circulation planning, sales forecasting, and market research.

Prior to L.L.Bean, Nick was an industry analyst with Forrester Research in Cambridge, Massachusetts. He led Forrester’s coverage of IT spending trends, as well as the web content management market. Nick is a graduate of Middlebury College.

A Maine native, Nick currently resides in his hometown of Brunswick with his wife and two children.


ALINA ROYTBERG is the co-founder of fresh. A graduate of Parsons School of Design, she honed her sensitivity to color and texture with a career in fashion before founding fresh with Lev Glazman in 1991. As Creative Director for 18 years, she designed fresh's packaging, including the iconic Sugar pattern, and pioneered a new kind of retail experience that animates the brand. Alina's gift for color forecasting can be seen in the best-selling Sugar Lip Treatment Collection, where she matches shades to sources as distinct as a wilting rose or the rising sun. Today, Alina holds an executive role within the company, mentoring teams and retailers around the world in the history and artisanal spirit of the brand while ensuring the fresh aesthetic continues to be both familiar and completely modern.

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JENNIFER JOYCE is VP of Marketing for Follain, a venture-backed clean beauty retailer changing beauty for good. Follain is digitally lead, but its network of retail stores are critical for building its strong community and providing unparalelled customer experience. Jennifer has over 20 years of experience in consumer marketing including managing 360 degree customer experiences. She started her career in strategy consulting for retailers at Braxton Associates (now Deloitte) and moved on to various roles at Staples. For the last 15 years, she has lead marketing for a number of start-ups and emerging brands including two that were scaled and resulted in successful exits. As CMO of Everest Gaming, she was on the management team that grew this European poker room to $150M and successfully sold it to a large French gaming group. As VP of Marketing at Kurgo Products, she helped scale this dog travel & outdoor brand that resulted in its succesful sale to Radio Systems Corp. in 2018. She also has experience in the restaurant delivery, travel, & wine industries. She holds an MBA from the MIT Sloan School of Management and a BS in Government from Cornell University.



LEE MOREAU is VP Design at Continuum, a design and innovation consultancy based in Boston. As an architect turned strategist, he combines a unique capacity for complex systems thinking with a deeply empathic perspective, which he uses to critically engage and re-imagine the contemporary world. Lee has led service and experience design projects for a diverse group of clients -- such as Southwest Airlines, BBVA, Staples, P&G, Chili’s and Kaiser Permanente -- that blur the boundaries between content and experience. Through research, analysis, and imagination, Lee helps Continuum’s clients understand their entanglement within their own complex set of cultural, material, and economic circumstances.

Prior to joining Continuum, Lee was the Director of Environments at 2x4, an internationally recognized design firm, where he led projects for clients such as Novartis, Nike, Lincoln Center, and the MoMA Design Store. Previously, he worked as a designer at IDEO and at the Rockwell Group.