Thu10:15AM ← All 2018 Sessions

All Attendees

Aligned 2018 Session:Direct-to-Consumer and the Impact on the Wholesale Channel


Direct-to-consumer marketing allows a consumer to immediately secure the desired product or service straight from the seller, without intermediary advertising - but what is the impact on local independent retailers and the brands whose products they sell? How can brands and retailers work effectively together alongside the wholesale channel?

In this session, Ben Carcio, CEO of Promoboxx, will discuss these challenges with panelists including Susan Dooley, SVP, Global Marketing at The Rockport Group and Jeremy McKinley, North American Marketing Director from Trek Bicycles.


Topics will include:

  • How to have a direct-to-consumer strategy without offending your wholesale partners (retailers)
  • Avoiding channel conflict
  • Discussion of brands that balance the two channels well
  • The current status of the channel - trends that are successful and those that are not

Session Speakers

Ben Carcio  
CEO and Co-Founder of Promoboxx

Ben is the CEO and Co-founder of Promoboxx, the only retail marketing platform, powered by brands, that connects and aligns brands with independent retailers to increase awareness and sales. Ben first identified the need for Promoboxx when working at his family package store, where he saw how brands supported their independent retailers with off-line promotional materials but found that they did nothing to help them with their digital promotion. Since being accepted into TechStars (Boston '11), Promoboxx has grown to work with industry-leading brands including Chevrolet, Nissan, Trek Bicycles, New Balance, and GE Appliances, and has helped thousands of independent retailers, just like his parents’ package store, market better online. Promoboxx has raised over $11mm from investors that include Ascent Venture Partners, Grotech Ventures, Converge Venture Partners, Boston Seed, and Launch Capital. Ben is a Boston native, and when not working, enjoys skiing, hiking and just being with his family.

Susan Dooley  
Brand Consultant and Former SVP, The Rockport Group

Sue began her career in account services and media at Mullen for such brands as Rolls Royce, Timberland, and Reebok Golf. At Ryka, her first client-side job, the brand received national accolades for its break-through cause-marketing platform.

She went on to hold #2 marketing role for Warnaco’s intimate apparel brands before returning to footwear as marketing lead for Clarks, Tommy Hilfiger, Sperry Top-Sider and Saucony. She also served as Chief Marketing & Development Officer for a non-profit organization dedicated to providing opportunities to adults with disabilities.

In 2008 she became the Vice President of Marketing for Airstream, the world’s most iconic RV brand. Three years later, in a joint venture with New Balance, she became Vice President of Marketing for their Dunham, Aravon, and Cobb Hill brands. In 2015, the company acquired Rockport and she was promoted to Senior Vice President of Marketing for The Rockport Group.

Sue is a married mother of two boys and a graduate of UNH where she was a member of their national championship lacrosse team. She serves on numerous boards and committees dedicated to providing justice and services to disadvantaged populations.

Mike Massey  
President and Founder at Locally

Jeremy McKinley  
North American Marketing Director from Trek Bicycles