Episode 24: Cara Pratt From Media to Moment, Rewriting Commerce Through Connection

What’s really holding brands back in modern commerce? According to Cara Pratt, it’s not a lack of data. It’s a lack of alignment.

In this CANNES Confidential episode of SHeCOMMERCE, Cristina and Jacqui sit down with Cara Pratt, President of Global Retail & Media at Circana, for a candid conversation about the future of commerce, retail media, and what it actually takes to turn data into growth.

Cara gets real about the biggest mistake brands are still making: measuring in silos, organizing in silos, and expecting connected outcomes from disconnected teams. From retail media fragmentation to the rise of social commerce, TikTok Shop, and the agentic future already taking shape, this episode is a masterclass in why connected intelligence beats fragmented dashboards every time.

But this conversation doesn’t stop at commerce strategy. Cara also shares the leadership lessons behind building and scaling new businesses inside legacy organizations, what she’s had to unlearn as a leader, and her advice for the next generation of women in CPG: speak early, say yes, and find sponsors—not just mentors.

In this episode, we get into:

• Why most companies still aren’t actually doing end-to-end commerce
• The real problem with retail media today: fragmented measurement and disconnected incentives
• Why brands need to stop obsessing over channels and start organizing around business outcomes
• How TikTok Shop is reshaping discovery, influence, and conversion—especially in beauty
• The thin line between personalization and intrusion, and why trust is the new currency
• Cara’s take on agentic commerce and why metadata, taxonomy, and data quality will define who wins next
• Leadership at scale: what to unlearn when moving from startup mode to scale-up leadership
• Cara’s advice for women building their careers: be bold, use your voice, and build sponsorship

Why listen?

Because this episode calls BS on the idea that more dashboards = better decisions. Cara makes the case for a smarter, more human model of commerce—one where data doesn’t just report performance, it drives action.

If you work in CPG, retail media, commerce strategy, shopper marketing, data, or brand leadership, this one will hit home.

Bold Brands. Fierce Women. One Sisterhood

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