Mike Weber, Chief Marketing Officer (CMO) at Upshop, has dedicated his career to the world of retail. He began by delving into retail design and shopper strategy, working with prominent global retailers, including big box stores, grocers, and c-stores. Mike's journey commenced with hands-on activities like conducting shop-alongs and ethnographic research with shoppers. This immersive approach allowed him to glean valuable insights, which he leveraged to develop more effective category strategies and optimize in-store space allocation.