# Parents and Carers: Driving Challenger Brand Growth Through Connection and Content, with Emily Jones, Ecommerce Channel Controller at HiPP Organic

Page: https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/parents-and-carers-driving-challenger-brand-growth-through-connection-and-content-with-emily-jones-ecommerce-channel-controller-at-hipp-organic
Text version: https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/parents-and-carers-driving-challenger-brand-growth-through-connection-and-content-with-emily-jones-ecommerce-channel-controller-at-hipp-organic.md
Podcast: [Unpacking the Digital Shelf](https://stenobird.com/podcast/unpacking-the-digital-shelf-256460)
Published: 2026-05-18T11:00:00+00:00
Episode link: https://salsify.simplecast.com/episodes/parents-and-carers-driving-challenger-brand-growth-through-connection-and-content-with-emily-jones-ecommerce-channel-controller-at-hipp-organic-opgzFtRl
Audio file: https://cdn.simplecast.com/media/audio/transcoded/bddd6012-abc9-4b0e-9ad9-e08cccb0723c/5847aebd-e31e-4be3-adcb-ef42570bf04f/episodes/audio/group/7a46ce21-978e-4c6a-9a20-3e59b6ac2ffd/group-item/20d9164e-78bf-48d1-bbb4-25a2069087f6/128_default_tc.mp3?aid=rss_feed&feed=DdZHgFDt
Processing state: not_requested
JSON: https://stenobird.com/v1/public/podcasts/unpacking-the-digital-shelf-256460/episodes/parents-and-carers-driving-challenger-brand-growth-through-connection-and-content-with-emily-jones-ecommerce-channel-controller-at-hipp-organic
Duration seconds: 1676

## Resource

Being a challenger brand in the highly competitive baby formula category is not for the faint of heart. To the contrary, at HiPP Organic it takes a lot of heart, built from the family founders who needed a formula that their own child could tolerate. They now own 7% of the formula milk category in the UK and growing. Emily Jones, Ecommerce Channel Controller at HiPP Organic, joined the podcast to walk us through the omnichannel journey that is intensely focused on the needs of the parents and carers that they strive to connect with, wherever and however they want.

## Actions

- request_transcript: `POST https://stenobird.com/v1/public/podcasts/unpacking-the-digital-shelf-256460/episodes/parents-and-carers-driving-challenger-brand-growth-through-connection-and-content-with-emily-jones-ecommerce-channel-controller-at-hipp-organic/transcription-requests` — Idempotently request low-priority transcript generation for this episode.
- read_markdown: `GET https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/parents-and-carers-driving-challenger-brand-growth-through-connection-and-content-with-emily-jones-ecommerce-channel-controller-at-hipp-organic.md` — Read the agent-friendly Markdown representation of this episode resource.

A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed.

## Transcript

Full transcripts are not published on public pages unless there is a clear rights basis.