Renae Scott is the Founder of Bee Collaborative, a fractional CMO consultancy that helps small- to mid‑sized retail and consumer-facing businesses grow through strategic, smart marketing leadership. She launched the company in 2022 after more than two decades of marketing leadership at national brands, including 16 years at Victoria’s Secret. Renae brings clarity and focus to marketing by working closely with business leaders to set clear priorities, build aligned strategies, and drive measurable growth.

The retail marketing world is evolving at lightning speed. With customers demanding more relevant experiences and businesses juggling multiple channels, the challenge is clear: How do brands stand out and truly connect in a noisy market? Is personalization powered by AI the key to creating deeper customer relationships?

According to Renae Scott, a seasoned marketing leader, personalization goes far beyond simply adding a customer’s name to an email. It requires leveraging data, AI, and martech tools to deliver tailored experiences across every touchpoint. She highlights the importance of using both print and digital together, emphasizing that no single channel works in isolation. By combining disciplined testing, clean data, and predictive modeling, brands can scale smarter and more profitably.

In this episode of the Response Drivers podcast, host Rick Rappe sits down with Renae Scott, Founder of Bee Collaborative, to discuss the future of retail marketing through AI-driven personalization. She shares how testing and data unlock growth, why a balanced mix of print and digital drives stronger results, and what KPIs truly measure success. Renae also talks about the role of retesting strategies as businesses and customer behavior evolve.